What is SEO? AI-driven Search Optimization Guide in 2025

Nishant Ahlawat

Jan 12, 2016

10 min read

Table of contents

What Is SEO?
Why SEO Still Makes Sense?
SEO in 2025 and What’s Changing?
How Search Works Today (2025 Version)
3 Primary Pillars of SEO
The Rise Of AI-Powered Search
Search Snippets vs Featured Snippets (2025)
Understanding AEO & GEO
What is LLM SEO?
New SEO Guidelines 2025
Conclusion

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SEO (Search Engine Optimization) has always been about making your website visible to people searching about their problems online. But in 2025, SEO is no longer just about keywords and backlinks; it’s about optimizing for AI-driven search, answer engines, and generative responses.

With Google’s AI Overviews, chat-based search assistants like ChatGPT, and emerging answer engines like Perplexity or Claude, the way people search, and how websites earn traffic, has changed drastically.

This blog provides a comprehensive overview of SEO, covering all the aspects of AI and suggesting its importance for brands today.

What Is SEO?

SEO (Search Engine Optimization) is the practice of improving a website’s visibility in search results on platforms like Google, Bing, and now AI-powered engines.

SEO redefines your brand’s presence in the digital market by improving your website’s visibility, including content and structure. It involves:

Technical SEO: Optimizing site structure, crawlability, speed, and schema.
On-Page SEO: Optimizing content, meta tags, and headings for relevance.
Off-Page SEO: Building authority via backlinks and brand mentions.
AI & Answer Optimization: Structuring content for AI summaries & zero-clicks.

SEO implementation works both ways; it enhances user search experience and helps your website rank by displaying content that meets users’ queries.

The primary goal of SEO is to ensure that a website ranks on the search results (SERPs) by optimizing links and content, adding relevant keywords to your content, targeting your demographic audience, and driving traffic that converts rather than just visits.

Why SEO Still Makes Sense?

SEO is still as alive as it can be. SEO matters more than ever in 2025 as:

Over time, the search pattern has evolved:

To stay ahead in this game of evolving search patterns, businesses have started adapting GEO, wherein they optimize their system for voice search to establish their presence on AI-powered search engines.

Personalization and wider target of local SEO:

According to a data study by AISEO, 99% consumers read reviews online before using a service or product and 46% of monthly Google searches have local intent. Local SEO plays a dominant role in creating geo-specific search results to build a brand name.

AI-powered SEO tools are changing the market:

These tools act as the backbone of marketers, helping them automate many time-consuming tasks, from content optimization to link building that impacts their ranking on search results, allowing them to focus on content strategy.

SEO in today’s time is a holistic and user-centric approach that will not only survive in the coming years of digital marketing but thrive more than ever. Hence, it’s recommended for most businesses to elevate their SEO technology game.

SEO in 2025 and What’s Changing?

With the traditional SEO approach no longer garnering traction, SEO shifted its service to a user-driven experience in which AI plays a huge role in transforming SEO services.

AI saves time by automating repetitive tasks.
Enhances data insights with content strategy.
SEO has shifted to a user-centric approach.
Technical SEO ensures the smooth functioning of a website.

How Search Works Today (2025 Version)

In 2025, SEO means optimizing not just for clicks but also for visibility in AI-generated responses, brand mentions, and conversational search answers.

1. Traditional Search + AI Overviews: Google still dominates, but ~20% of queries now show AI-generated summaries at the top of results (AI Overviews). These pull answers from multiple sources, meaning ranking #1 no longer guarantees traffic.

2. Rise of Answer Engines: Platforms like Perplexity and ChatGPT Search bypass traditional results, providing direct, conversational answers instead of lists of links.

3. Zero-Click Searches: More users get answers without clicking a website, through snippets, knowledge panels, or AI summaries.

4. Multi-Modal Search: People search using voice, images, and video queries (e.g., Google Lens, TikTok search), demanding SEO beyond text.

A lot has changed in the SEO service over the past year. Further ahead, we talk about the key features and components of SEO that help you get traction on the web.

3 Primary Pillars of SEO

Even with AI involved, you cannot ignore the basics. SEO, which is about building a solid foundation that helps you achieve a lasting web presence, also has components that help you achieve the promised SEO results.

Let’s dive into the components of SEO:

Technical SEO:

Technical SEO could be complicated to accomplish or break down for better results, but it’s one of the most effective components.

It helps ensure that browsers or users read your content and explore your website. The major areas to consider here are:

Crawling: How well can a search engine explore your website? It’s important to get crawlability right to appear in search results. Crawlability is whether your content is accessible or discoverable on Google.
Indexing: Is there clarity on which pages should appear in the search engine? A disturbed indexing may lead to an entire section of your site not being considered, and a lack of a sitemap impacts your appearance in search results.
Mobile-Friendliness: Is the website user-friendly on mobile? It’s important to ensure the website’s responsiveness on all devices for a good user experience.
Page Speed: Do pages take time to load regardless of the gadget it's accessed on? Optimizing page loading time is vital for a smoother website experience.
Schema Markup: A website is search-friendly when it has structured data for engines to understand the content on pages.

The bigger your website gets, the more important these factors become.

On-Page SEO:

On-page SEO helps build relevancy and hierarchy, where optimization of individual web pages takes place to secure a ranking position in search results. The elements that come under it are:

Keyword Research and Optimization: It refers to discovering users’ intent with their pain points and using those words to optimize content and reach your target audience. These words not just drive traffic but also help you rank in search engines.
Meta Tags and Description: These encourage clicks, as you’ll see these keywords reflected in the title for that page. It displays your page title as relevant to the searched keyword.
Header Tag: These are extremely important as they add relevancy to your website page, reflecting what the content talks about or the base without having to read all and then discovering it’s of no use.
Image optimization: Every image that is uploaded on the website with content requires an alt text for better visibility on search engines. If it resonates with the image content, it’ll appear in the image section during search.
Internal Linking: Adding links between your pages, like associating your blog content with one of your service pages, is another way of letting Google discover your content.

It’s all-time work with every content you post, as it acts as the link between the supply (your content) and demand (users’ needs).

Off-Page SEO:

Off-Page focuses on building and enhancing a website’s authority and reputation by refining elements behind the scenes.

Link Building/Backlinks: It’s about reaching websites with high DA, representing their reputation on the web, and acting as a relevant source to acquire backlinks from their website. It found 43.7% of top-ranking pages in Google contain reciprocal links.
Social Media Marketing: Creating high-quality content by choosing the right platform that engages your target audience, adding substantial value to their time and interests.
Guest Post: Writing blogs for other websites and adding links to your site on the post, more like a brand promotion that adds value.

The performance of your off-page shows how well you communicate with the users; it’s like the more they talk and link to you, the more authoritative you become in the market.

The Rise Of AI-Powered Search

Users have been adapting to new technologies, leveraging AI for search results on the web. They use voice or visuals to identify their issues and select the one that resonates with their problem or interest. But what’s actually happening?

Traffic Shifts to AI: 40% of search queries now resolve with zero clicks.
Visibility Beyond Google: Brands must be discoverable across multiple AI ecosystems.
Trust & Authenticity: With AI-generated spam rising, Google prioritizes real-world expertise (E‑E‑A‑T).
High ROI: Organic search still delivers the highest lifetime customer value compared to paid ads.

For example:

Users use it to get information about a product through a picture.
Users use AI to get a personalized comparison of products.
Users use it to make sense of complex topics.

AI’s role in SEO has changed the user experience and impacted paid marketing.

Search Snippets vs Featured Snippets (2025)

Search Snippets help boost click-through rates and visibility on search engines. Short previews of the web page content appear below the page title and URL in search results.

Distinct from search, featured snippets are designed to answer user queries even before someone scrolls, minimizing the need for users to click through the website. These rich snippets appear at the top of the search results page.

Aspect	Search Snippets	Featured Snippets
Definition	The standard text preview is shown under each search result link (title + URL + description).	A highlighted box at the top of SERPs that directly answers a query (Position Zero).
Source	Automatically pulled from the meta description or page content.	Extracted from the page content deemed most relevant to the query.
Placement	Appears below the title of each organic listing.	Appears above all organic results, sometimes above ads.
Purpose	Gives users context before clicking.	Provides a quick, direct answer—may satisfy the query without a click (zero-click).
Impact on CTR	Encourages click-through based on compelling meta descriptions.	Can increase visibility but may reduce clicks if the answer is fully displayed.
Optimization Approach	Optimize meta descriptions, title tags, and concise summaries.	Structure content in Q&A or list formats, use schema, and answer search intent.
AI Overviews Influence (2025)	Still visible in traditional SERPs, but less prominent in AI results.	Frequently used as source material for AI-generated overviews and conversational answers.

Understanding AEO & GEO

Heard about AEO and GEO in SEO? Even though their roles overlap in some places, each helps you achieve a different result.

AEO: Answer Engine Optimization

AEO stands for Answer Engine Optimization, which is the process of optimizing content to appear on search engines and voice responses.

It prioritizes the following aspects:

Interactive keywords optimized naturally
QA format
Concise responses
Schema markup

AEO structures the content to deliver answers to questions through appearance on featured snippets and voice responses.

GEO: Generative Engine Optimization

GEO stands for Generative Engine Optimization is the process of optimizing content to appear in local search results.

It includes the following key components:

Employs authoritative language
Creates detailed and accurate content
Structured content with clear headers
Establishes topical authority rather than intensive keyword density
Proper schema markup implementation for context
Citations, statistics and quotations to build authority

GEO helps ensure your business is listed in relevant online directories, optimization of location-based keywords and employs schema markup.

What is LLM SEO?

Large Language Models (LLMs) are redefining how users interpret, rank, and deliver content. In simple terms, LLM SEO makes your content easy to discover, especially when used to answer queries or provide information.

Applications of LLM SEO are:

Keyword Research and Expansion
Content Creation and Optimization
SERP Analysis and Competitor Research
Personalized User Experience
Technical SEO and Website Audits

LLM SEO is a more sophisticated and context-driven approach than keyword-centric strategies.

How to Build AI-Ready Brand Visibility?

Users are increasingly relying on AI-recommended search results, making brands work on their ranking in search engines to last in this digital landscape by establishing:

User experience: Creating quality content that meets users’ needs.
Trust: Reviews on businesses that build a brand’s credibility.
Visibility: Optimizing keywords and technical SEO enhancement.
Authority: Building backlinks from reputable sources for credibility.

With users' complete reliance on AI searches, it’s become imperative for brands to develop visibility in the evolving digital market.

New SEO Guidelines 2025

SEO Practices to Follow

With the ever-changing game of AI, it’s a must for you to follow these practices and stay at the top in the digital marketing game. Here’s how you can stay relevant and in demand:

E-E-A-T (Experience, Trust, Authoritativeness, and Trustworthiness): is a framework for content quality and credibility on AI-powered search results, showcasing expertise in citations and links to reputable sources in your content.
Content depth is essential for your audience to resonate, helping in market relevancy through detailed, authoritative information that answers fully.
User Experience is reflected in bounce rate and user time on page, which impacts your website ranking. Engaging users with interactive elements like creatives, quizzes, or videos is important.
Page Experience is enhanced through optimization of Core Web Vitals, mobile usability, and intuitive navigation. Hence, focusing on your site score is a must as a poor score leads to a drop in ranking.
Semantic Search focuses on the elements of the topic or entities rather than promoting the topic itself. If the topic is “SEO,” then we address related terms like “AEO,” “GEO,” or “content optimization.”

AEO Practices to Follow

AEO ensures your content is the one chosen for these direct, high-visibility answers. According to Comscore, voice search is projected to account for 50% of all searches by the end of 2025.

Here’s how you can optimize your AEO for effective results:

QA Format: Create and structure your content around users’ queries with a heading that resonates with their issue and catches their eye, followed by a concise answer of 40-60 words, not very detailed.
Featured Snippets: These appear at the top of the SERPs, garnering significant engagement. There are 4 types of snippets:
- Paragraph Snippets: Answering defining concepts within 50-60 words, like “What is SEO?”
- List Snippets: Numbered or bulleted topics like these: “How to Optimize Content.”
- Table Snippets: Data on comparisons like “AEO vs. GEO.”
- Video Snippets: Adding transcripts for YouTube videos to capture video snippets.
Interactive Language: Content should mirror interactive behaviour to align with voice algorithms like “What is SEO? Vs. Is AEO and GEO different?” Voice queries use natural language. Using this approach will boost visibility on search engines.
Schema Markup: It is a call for structured data that helps search engines extract answers via content on QA, FAQs, and HowTo. There is a readymade template for these formats where implementation takes place.

GEO Practices To Follow

GEO is specifically designed for AI-powered platforms that intake information from multiple sources to give a credible answer. GEO focuses on building comprehension, credibility and citation amongst AI systems.

Here’s how you can optimize your GEO:

Structured Information Architecture: Clear structuring of the content ensures AI can extract information for accurate results on search engines, having relatable headings and concepts that relate to one another.
Entity Recognition and Relationships: AI comprehends content through entities and their relationships with one another. It’s important to define an entity and relate it clearly to the concept.
Detailed Topic Coverage: A detailed coverage of the topic will help AI extract the needed information, allowing each section to have its own data and examples.
Factual Precision: AI prioritizes factual and data-backed information over one built on opinions or speculation.

Citation-Worthy Content: Create content that shares unique insights, research or proprietary frameworks.

Conclusion

Search is no longer about keywords and backlinks alone. In 2025, advanced SEO means designing content for AI-first; structuring, interacting, and optimizing for conversational outcomes. GEO, AEO, product-led pages, and strong brand signals will define visibility in the AI era. As these trends continue, brands that adapt will stay ahead.

TL;DR (Summary)

SEO now spans AI-driven interfaces, traditional SERPs, generative overviews, voice & visual search.
You must optimize for AI platforms using GEO, AEO, structured data, and interactive content.
Technical pages must be fast, accessible, and semantically structured.
Authenticity and real-world expertise (E‑E‑A‑T) matter more than ever.
Product-led pages and omnichannel content strategies are the future of discovery.

The SEO industry is filled with marketing companies running to poach clients. However, we are not poaching. All our deliverables in numbers speak volumes.

Frequently Asked Questions

SEO (Search Engine Optimization) is the process of improving your website’s visibility on search engines and AI-driven platforms. In 2025, SEO matters more than ever because search isn’t just text-based anymore; AI assistants, voice search, and generative results are reshaping how people discover brands.

Search is no longer about ranking #1 in traditional SERPs. AI models like Google Gemini and OpenAI Search generate direct answers, summaries, and contextual results. SEO now involves optimizing for AI responses (AEO) and generative engines (GEO) to remain discoverable.

Traditional SEO focused on keywords and backlinks. Modern SEO prioritizes user intent, structured data, content quality, Core Web Vitals, and AI-readiness, ensuring content can be understood by both search engines and AI assistants.

Yes. Paid ads offer instant visibility but are costly and temporary. SEO builds long-term, compounding visibility that continues driving traffic even when ad budgets stop. Plus, AI search blends organic and paid elements, making SEO crucial for balanced strategies.

No. AI-driven platforms require context-rich, semantically structured, and conversational content that can be easily parsed and summarized by LLMs (Large Language Models), whereas traditional search still considers ranking signals like backlinks and keywords.

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A Comprehensive Guide to SaaS go to Market Strategy

Innovations are frequently on the verge of failure in the competitive software market without a precisely developed Go-To-Market (GTM) strategy. Harvard Business School's startling discovery, which cites a shocking 95% yearly failure rate for new goods, emphasizes the need for a well-defined strategy. This guide answers the key question, "Do you need a GTM?" A loud yes rings across the sector, highlighting that most creative ideas risk oblivion without this strategic blueprint. The importance of incorporating elements like the saas marketing plan template and saas growth strategies into the GTM strategy becomes apparent within this context. Navigating the treacherous waters of product launches demands a well-thought-out plan that avoids pitfalls and focuses on determining the best product-market fit and setting realistic expectations. As the blog progresses, it reveals the crucial role that a GTM strategy plays in directing products away from failure and onto a path of sustainable success. What Is a B2B SaaS Go-To-Market Strategy? A robust B2B SaaS go-to-market strategy, including an effective saas lead gen approach, is crucial for successfully launching and promoting software-as-a-service products. Companies who plan and execute their SaaS sales strategy well can reach their target audience faster and convert them into loyal customers. No matter where your product is in the launch life cycle, you can create a winning go-to-market strategy using the tips and examples outlined below. B2B SaaS refers to organizations that provide software-as-a-service to other companies. It includes companies that offer software, apps, extensions, or add-ons delivered over the internet or cloud. A B2B SaaS go-to-market strategy is a framework that lets companies connect with, engage, and attract the ideal audience to achieve their revenue and profit goals. To create a successful go-to-market strategy, companies need to: Identify their end-user companies. Craft compelling messages that highlight how their product solves their problems. Establish appropriate pricing, sales, marketing, and distribution strategies. Successful saas branding involves creating a strong brand identity, building trust, and fostering customer loyalty. Implementing these elements into your B2B SaaS go-to-market strategy and drawing insights from the success stories of popular saas products can increase your chances of reaching your target audience and positioning your product as a preferred choice in the competitive SaaS landscape. Why GTM Matters? A GTM strategy serves as a navigational compass, helping businesses avoid pitfalls, identify the right product-market fit, and set realistic expectations. It's the linchpin for successful product launches, steering clear of oversaturated markets and unsustainable customer acquisition strategies. The Uniqueness of B2B SaaS GTM Strategies Foundational Product Strategy: The GTM strategy for B2B SaaS is foundational to the product strategy itself, mapping out how the evolving software-as-a-service can bring value to both existing and potential customers. Incorporating as saas affiliate marketing tactics ensures that the strategy considers the core product and explores collaborative opportunities through affiliate partnerships, thereby expanding the reach and impact. Intangible Nature of SaaS Products: In B2B SaaS, every value proposition involves inherent service, as software functionality and value continuously evolve with updates, necessitating tailored product launch messaging. The integration of saas reporting and SaaS dashboard is crucial, recognizing the need for comprehensive reporting features to provide businesses with insights and analytics to optimize their operations. Targeting Companies, Not Consumers: The GTM strategy shifts focus to companies, requiring sales teams to identify suitable businesses and pinpoint roles and titles of stakeholders influencing purchasing decisions. Utilization of Outbound Methods: In B2B SaaS, cold email and outbound strategies are more prevalent and effective than in B2C, reflecting the professional context of B2B interactions. Implementing accurate Saas ltv calculation and monitoring saas conversion rates are essential for fine-tuning outbound methods tailored to the specific needs of targeted businesses. Impact of Company Size: The GTM strategy is influenced by the size of targeted companies, whether small businesses, startups, SMBs, or enterprises, shaping the approach to meet the unique needs and challenges of each segment. Building the Blueprint: Beginning with a focus on growth strategy, the basic phases include developing a unique value proposition, assessing rivals, and building a niche. Shifting perspective to see the product as a methodology rather than just a product, and developing several Go-To-Market (GTM) strategies—differentiated, dominating, discrete, and disruptive—adds depth to a holistic approach. This comprehensive approach offers a well-rounded and adaptable strategy for navigating the difficulties of the software business, from the early stages to long-term growth. Pricing Models and Success Metrics: A strong Go-To-Market (GTM) strategy requires strategic pricing model selection and the identification of important success measures such as Churn Rate, Customer Acquisition Cost (CAC), Monthly Recurring Revenue (MRR), and Customer Lifetime Value (CLTV). These data are critical in defining client retention decisions, effectively allocating acquisition costs, and accurately anticipating future income. By carefully managing these components, organizations may ensure a well-informed and long-term approach to their GTM strategy in the evolving landscape of the software industry. The Path to Success: Begin a complete journey with the step-by-step approach to developing a strong Go-To-Market (GTM) plan. Examine critical components such as growth strategy, defining your goals, strategies, and competition. Discover the heart of a great value proposition, and ensure that your solution properly solves client pain areas.  Conduct a detailed investigation of the competitive landscape, leveraging perceptual maps for strategic positioning. Investigate the importance of niche development, adapting your approach to a certain market for maximum effectiveness. Accept solution selling and prioritize client requirements and concerns to build long-term partnerships.  Navigate many GTM techniques, such as differentiated, dominant, discrete, and disruptive methods. Choose pricing models judiciously, aligning them with your product and audience. Define success metrics, focusing on customer acquisition cost (CAC), customer lifetime value (CLTV), and channel-wise spending. Integrate CRM tools seamlessly to fortify customer relationships and streamline communications. This comprehensive guide empowers businesses to embark on a well-informed GTM strategy, maximizing their potential for success. Three types of Go to market strategies go-to-market (GTM) strategy, particularly in the realm of SaaS website design, centers around using the product itself as the primary driver for user acquisition and expansion. It relies on enticing users to try the product, experiencing its value firsthand, and assumes that satisfied users will drive adoption and spread brand awareness. Also known as bottom-up or user-influenced GTM motion, this approach is commonly associated with freemium models where the basic product is free, and users can upgrade for additional features. Organizations employing this strategy target technically savvy users in smaller companies. The entry price is usually low, scaling with increased usage. Users can independently adopt the solution and play a significant role in buying decisions. Successful implementation of this strategy requires ongoing user feedback, with marketing teams focusing on messaging that highlights the product’s features and functionalities. Additionally, leveraging Saas reviews becomes crucial in establishing credibility and trust, as positive reviews can significantly influence potential users' decisions to try the product. Sales-led go-to-market strategy, particularly applicable for providers offering high-end, complex products like enterprise software solutions (commonly referred to as Saas sales meaning), relies heavily on marketing and sales efforts to drive customer acquisition. This approach involves building a robust sales team and channel partnerships. Particularly suitable for providers offering high-end, complex products like enterprise software solutions, it demands a consultative approach. Often termed outcome-based or value-oriented GTM motion, marketers following this path allocate considerable resources to promotional tactics such as ads on review sites, trade shows, events, and advertising campaigns. This strategy is effective when targeting non-technical users in large organizations, where the sales process is complex, requiring high-touch sales and support. In these scenarios, users have minimal impact on buying decisions, and the price point is high, with custom quotes often provided in consultation with sales representatives. A hybrid GTM strategy combines elements of both product-led and sales-led approaches, creating a comprehensive strategy leveraging the strengths of both. It utilizes product-led GTM tactics to drive awareness and prospects' interest while relying on sales to generate most of the revenue. This approach is adopted by companies with diverse target audiences, offering both free and premium versions of their products. It aims to create self-sustaining growth loops, turning users into loyal customers and advocates who contribute to the growth cycle. Key Considerations: The guidance highlights the need to avoid resource waste by understanding customer demands, integrating customers into the Go-To-Market (GTM) strategy, and establishing a clear path to market. It emphasizes the importance of sanity-checking product concepts while distinguishing between B2B SaaS GTM strategy and marketing strategy. By prioritizing customers, ensuring strategic targeting, and meticulous planning, businesses can avoid pitfalls, optimize resource allocation, and distinguish between the critical components of a successful GTM strategy and an overarching marketing approach, thereby strengthening their competitive position. Additionally, staying attuned to trends in best SaaS website designs can further enhance the overall effectiveness of the Go-To-Market strategy. GTM Strategy Examples: Real-world success stories demonstrate the effectiveness of various Go-To-Market (GTM) tactics.  Loom, a screen recording application, capitalized on the power of viral sharing, pushing market adoption by allowing users to easily share captured films. In its pre-launch period,  Slack flourished on word-of-mouth marketing and a self-service strategy, gaining 8,000 sign-ups on the first day.  Taxjar distinguishes itself by providing authoritative material and portraying itself as an industry expert on tax-related issues.  Dropbox used content marketing deliberately, employing videos and webinars to engage a wide range of corporate audiences.  Asana's communications centered on a core brand theme, stressing simplicity of use, scalability, and cost.  Conclusion: In essence, a thoroughly developed SaaS Go-To-Market (GTM) strategy is more than just product releases; it serves as a comprehensive road map for long-term success. Businesses may successfully traverse the competitive landscape by delving into the complexities of their products, and market dynamics, and executing effective strategies. This handbook emphasizes the critical role that a GTM strategy plays in reducing failure risks, achieving a harmonic product-market fit, and laying a solid basis for long-term success in the ever-changing world of SaaS. Businesses that use strategic planning and agility can not only weather the challenges of early launches but also position themselves for long-term success in the changing terrain of the Software as a Service market. ...

How Automation Boosts Your Sales and Marketing?

In today's dynamic business environment, organizations are always looking for strategies to help them cut costs and increase productivity and profitability. One area that has seen significant advancements in recent years is sales and marketing automation.  This technological revolution transforms how businesses interact with customers, manage leads, and optimize their sales processes.  Let's explore how sales and marketing automation are changing the business world. What is Sales and Marketing Automation? Sales and marketing automation refers to using technology to streamline and automate repetitive tasks within the sales and marketing processes. This includes automating email campaigns, lead nurturing, customer segmentation, and more to help businesses engage with leads and customers at scale.  By using automation tools, businesses can save time, increase efficiency, and personalize communication to drive better results and conversions. Netflix is one example of a company that successfully implemented sales and marketing automation.  Their platform effectively uses automation to deliver personalized email recommendations and targeted content to subscribers based on their viewing habits, preferences, and engagement with the platform. This approach has contributed to increased customer retention and enhanced user satisfaction. Why Focus on Sales and Marketing Automation? The answer is in numbers. Marketing and sales expenses usually account for 15% to 35% of corporate costs.  This significant part of the budget offers an excellent opportunity to increase sales and marketing automation efficiency. Furthermore, in today's service-oriented economy, the value created by marketing activities may be even more than that produced by the product or the workforce involved.  This is because other factors such as product characteristics, availability, and delivery play a significant role in influencing the price of a product in the market.  All of them are related to marketing and sales activities, which can be enhanced by automation. Studies also revealed that companies that have adopted these technologies have recorded sales growth of between 10% and over 30%, with investment returns typically above 100%. Understanding Marketing and Sales Productivity (MSP) Systems Marketing and Sales Productivity (MSP) systems are at the heart of this revolution, a key component of sales and marketing automation.  These specialized networks are designed to support various aspects of marketing and sales operations.  Let's break down some key components of MSP systems:   Salesperson Productivity Tools: These help with tasks like planning and reporting sales calls, expense reporting, order entry, inventory checks, lead tracking, and account management. Direct Mail and Fulfillment Systems: These manage mailing lists, customize communications, track leads, and manage literature inventory. Telemarketing Support: These systems maintain calling lists, track leads, rank prospects, and provide scripting support for sales and customer service calls. Sales and Marketing Management Tools: These offer automated sales management reports, help design and manage sales territories, and analyze marketing and sales programs across various criteria. The Dual Impact of Sales and Marketing Automation Sales and marketing automation drives productivity improvements in two crucial ways: Task Automation: By automating repetitive tasks, these systems free up sales and marketing staff to focus on high-value activities.  For example, Xerox reported a 10% to 20% gain in sales force productivity after implementing a sales and marketing automation system and significant cost savings in marketing support and overhead. Improved Decision-Making: These systems provide executives with timely, high-quality information for strategic decision-making by centralizing and analyzing marketing and sales data. This data-driven method allows for more targeted and effective marketing efforts. The Strategic Advantage of Sales and Marketing Automation By harnessing the power of automation, businesses can streamline operations, optimize customer engagement, and drive impactful results.  Let’s explore the transformative potential of sales and marketing automation and its role in propelling businesses forward in the digital age. 1. Enhanced Customer Understanding Sales and marketing automation systems build a comprehensive view of customer behavior and preferences by tracking every customer interaction across various channels. This deep understanding allows for more personalized and effective marketing strategies. 2. Improved Resource Allocation With detailed insights into the effectiveness of different marketing channels and campaigns, companies can optimize their resource allocation. This ensures that marketing budgets are spent where they'll have the most significant impact. 3. Faster Market Response Automated systems allow for quicker implementation of marketing programs and pricing changes.  For example, Du Pont's Remington Arms division used sales and marketing automation to reduce the time for a national rollout of pricing and promotional programs from two weeks to less than two days. 4. Cross-Channel Coordination In companies with multiple marketing channels, sales and marketing automation ensure coordination and prevent conflicts. This synergy between marketing efforts (e.g., direct mail, telemarketing, and personal selling) can lead to significant cost savings and improved effectiveness. By leveraging automation technologies, businesses can unlock new levels of productivity, customer insights, and overall competitiveness in the marketplace. Key Considerations Before Implementing Sales and Marketing Automation:  Here are some key considerations for businesses looking to adopt these systems: 1. Define the Scope Start by auditing your marketing and sales tasks to determine which processes need immediate automation, which can be automated later, and which should remain manual. This will help focus the automation effort and ensure measurable results without sacrificing flexibility. 2. Focus on Customer Value Prioritize automation of tasks that can add value for the customer. Whether streamlining order processes or providing better product advice, the goal should be to enhance customer experience while reducing costs. 3. Account for Hidden Costs and Intangible Benefits When budgeting for a sales and saas marketing automation system, consider the direct costs of hardware and software and hidden costs like system customization, consulting, and training. Similarly, while some benefits (like increased selling time) are easily quantifiable, don't overlook intangible benefits like improved decision-making and customer understanding. 4. Conduct Realistic Tests Aim for a multifunctional subset of your marketing organization rather than testing single functions in isolation when piloting a sales and marketing automation system. This provides a more realistic picture of the system's performance in a complex, integrated environment. 5. Define Roles and Responsibilities Clearly outline the roles and duties of those tasked with selecting, designing, and operating the system. Collaboration between marketing teams and IT experts is crucial to balance functional needs and technical aspects. 6. Prepare for Organizational Change Successful implementation of sales and marketing automation often requires technological and organizational changes. Invest in training and demonstrate the system's benefits to end-users to ensure adoption and maximize the return on your investment. The Future of Sales and Marketing Automation Automation in sales and marketing is expected to expand even more. These technological advancements, especially in artificial intelligence and machine learning, create new opportunities for predictive analytics, customization, and automated decision-making in sales and marketing automation systems. Businesses that adopt these technologies early on will be well-prepared to adjust to evolving market circumstances and customer demands. Through advanced sales and marketing automation, they can deliver more personalized experiences, make data-driven decisions faster, and ultimately drive stronger business growth. Conclusion Sales and marketing automation significantly enhances customer engagement and revenue generation by streamlining processes and employing effective strategies. However, sales and marketing automation is not just about the new technology to be used but about a new approach to sales and marketing. It demands strategic planning, process optimization, and an openness to reshaping existing workflows. Are you ready to elevate your sales and marketing strategies? At Saffron Edge, we specialize in cutting-edge sales and marketing automation solutions tailored to your unique business needs. Schedule a demo for a personalized consultation and take the first step towards transforming your business growth through the power of automation. ...

Social Media Marketing for Brands: The Impact of Instagram

Instagram is impactful where it matters most today – visually. The modern consumer has an ever-thinning attention span, now only 8 seconds. While once marketers felt comfortable publishing a page full of words in their ads, they must now employ mere phrases. A Picture is Worth a Thousand Words This may be an old adage but is more applicable today than ever. The modern human brain is bombarded with information. When they wake up, they check emails and messages. As they get ready, every household item, including their cereal and bread, is covered in marketing collateral that seeks to make a lasting impact. As they drive to work, billboards seek their attention. The radio is laced with ads. Even the cars in the traffic jam may be stamped with brand logos. They have already witnessed more information than the people two generations ago might have in an entire day – and they haven’t even started the day with a morning coffee yet! If the old ways of marketing are useless in 2022, then what works? Instant/ Moment Marketing The mantra of modern marketing is to catch the user in the moment. If your copy promises an impact in the future, you may have already lost the reader. If your visual does not stand out in the very second the user is scrolling their feed, you may have missed their eyes. The eyes of the modern human have learned to eliminate distractions to keep their sanity intact. They must meet something truly different from the status quo to stop for a second, and witness. How Instagram’s Philosophy Aligns With Marketing for the Modern Human? What was the idea behind Instagram? It wished to emulate polaroid cameras in how instant and magical they felt. The core of Instagram’s philosophy is catching one’s “instant” moments throughout the day and presenting them to friends. This aligns perfectly with the mantra of modern marketing. Catching the target audience instantly with your brand’s communication is key to marketing success. How Much Impact Can Instagram Create in Your Marketing? Another quirk of the 2022 consumer is that they prefer to browse the web on mobile phones. In fact, there are more mobile web users today than desktop web users. Instagram is the second-most downloaded mobile app. The brand-building that can be done via Instagram is invaluable. The average user also logs into Instagram frequently. These frequent bursts of usage, which are spread throughout the day, accumulate to about half an hour of usage. How do these frequent bursts of Instagram usage help with marketing? They create a consistent level of brand visibility when intertwined with factors such as: Intriguing visuals, Catchy copy, Relatability, sometimes with the use of Instagram influencers, etc. Instagram users are expected to grow at a steady rate, projected to be 1.44 billion in 2025. Consistent promotion in this user base is bound to land. Now, let’s investigate two immensely successful brands that make good use of Instagram for marketing. This will help us understand just why brands are willing to spend billions to market on Instagram. Case Studies of Two Successful Brands on Instagram Here are two different yet equally masterful strategies for Instagram marketing. Nike’s Brilliant Use of Brand Deals Featuring Cristiano Ronaldo Nike signed Ronaldo for “a lifetime” in a Brand deal worth 1 Billion USD. Here’s why. Cristiano Ronaldo is the most followed individual on Instagram, with 455 million followers. At the time of writing, his followers are also expected to grow at a rate of 420k per day. However, the numbers only reveal half of the story. Ronaldo Sells a Connection The reason behind the billion-dollar deal between Nike and Cristiano Ronaldo was the quality of connection that Ronaldo has with his followers. Football, aka association football and soccer, has 3.5 Billion fans globally and every single one of them is familiar with Cristiano Ronaldo. A huge share of them is actively invested in what Ronaldo wears, how he trains, and what he does throughout the day. Why do 455 Million People Even Follow Cristiano Ronaldo? Why does someone even follow an athlete on Instagram? Is it to see “cool” pictures of them? Only partially. The primary factor that dictates why someone follows an athlete on Instagram is that it provides a sneak peek into the athlete’s life. The average follower is usually only allowed to see a certain aspect of the athlete’s life. They may watch them get off the team bus as they enter the stadium. They watch them play, either live or on TV. They witness occasional interviews. And then they may watch them depart the stadium. They may even be treated with training clips on TV. However, Instagram is the place where athletes can share something more about their lives. Instagram lets them have an autonomy that television studios do not let them have. The captions may reveal more about their real thoughts than an interview on TV. They may share a selfie with their family. They may share a clip of them playing football with their dog and children, as Lionel Messi often does. They may share a picture of them on vacation. Because the athlete shares instances of their life on this platform, there now becomes a special reason for followers to connect on Instagram. Brand deals capitalize on this very connection. Athletes and influencers also create perceived quality, i.e., an impression of excellence, about a product or service. The best influencers do so as if they were sharing a part of their lives. “The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist How Marvel Makes Terrific Use of Social Reaction Chains on Instagram "For every action, there is an equal and opposite reaction, plus a social media overreaction." - unknown There is a reason that 4 out of the top 10 highest-grossing movies are produced by Marvel. Marvel has been able to utilize marketing in the digital sphere exceptionally well. Marvel has learned the art of sensationalizing digital news. Tom Holland, who plays Spiderman in the Marvel Cinematic Universe, is the prime example of this tactic. Very often in interviews, Tom Holland “slips up” and lets out information that fans think was confidential. For example, he hinted that Andrew Garfield, an actor who had also previously played the role of spiderman, was involved in Spiderman: No Way Home alongwith Tom Holland. Marvel fans burned in speculation and started sharing their opinions and theories on social media. So, Marvel did not just leverage their own social media handle for creating a buzz, they made use of the millions of Social media handles of their fans to create it for them. The noise rose to such degrees that the movie's success was fated. Spiderman: No Way Home grossed 1.37 Billion USD worldwide. Social media marketing is fuelled by people sharing content. Instagram’s algorithm highly values engagement in the form of: The number of shares a post has Whether the post is “saved” by a user or not The number of comments and likes the post has Marvel’s strategy performed exceptionally well in all these areas. Now, there is a common thread that connects Nike’s and Marvel’s Instagram marketing strategies. Instagram Helps Drive Brand Equity The best brands use Instagram to create a drastic increase in brand equity. What is Brand Equity? Brand equity is the social value associated with a brand. The more well-recognized a brand is, the higher its equity will be. Also, the better the reception of the communication from the brand is, the higher the brand equity. Some brands have such a high level of brand equity that an entire product or service might become synonymous with them. For example, many people refer to web searching as “googling something”. Instagram marketing is brilliant for raising brand equity in younger audiences. The 4 Levels of Brand Equity A consumer asks 4 questions about a brand. Let’s look at each of them and compare them with the aforementioned brand deal between Nike and Cristiano Ronaldo #1 Brand Identity - Who Are You? This level refers to how a consumer may immediately recognize a brand. For example, the iconic Nike swoosh is enough to get the brand name across. #2 Brand Image - What Are You? The brand image is the perception of the brand in the public eye. Influencer marketing is an effective way of improving brand image. Cristiano Ronaldo simply holding a new boot benefits Nike’s brand image. #3 Feelings About the Brand - What About You? To create greater brand equity, the brand needs to arouse specific feelings in its target audience. As an example, most fast food chains have red logos, because the color red is known to arouse appetite. Ironically, red is also associated in the brain with “fresh food” – think about apples. In Nike’s case, they hinge on feelings similar to an adrenaline rush. #4 Resonance - What About You and Me? The greatest level of brand equity is resonance, where a customer feels connected to the brand and feels them as an extension of their personality. As an example, Starbucks customers share such an affinity with the brand that it has them go there repeatedly. Half a billion people are actively invested in the boot that Ronaldo wears. Nike reaps the benefit of this active emotional investment. And this is the reason they were willing to pay a billion USD in 2016. Instagram, specifically, is the best digital place to drive brand equity since the platform is highly conducive to marketing in-the-moment and is logged into frequently, especially by young consumers. ...

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