Several online businesses are starting to use some unexpected platforms to get an advantage over their competitors. One of these surprising platforms is Reddit.
As big search engines like Google are starting to show more user-created content in their search results, smart marketers are using platforms like Reddit, Quora, LinkedIn Pulse, and Medium to boost their search engine optimization (SEO) and reach their target audience.
Out of these platforms, Reddit has become especially useful for generating leads for businesses targeting other businesses (B2B). Reddit offers a great way to engage with very specific communities of entrepreneurs, business owners, and sales professionals.
In this article, we're going to take a deep dive into how these SaaS companies and several other online businesses are using Reddit to hack their SEO rankings. We'll look at the specific tactics they're using, the potential pitfalls they need to watch out for, and the secrets to building a successful Reddit marketing strategy after the Google HCU update.
The power of User-Generated Content (UGC) sites
Before we get into the details of using Reddit for marketing, it's important to understand the bigger picture when it comes to user-generated content (UGC) websites.
Since last year's Google HCU update, major search engines have started giving more prominence to content that's posted on UGC platforms. Sites like Reddit, Quora, LinkedIn Pulse, and Medium have seen their content ranking higher and higher in search results.
The SEO experts have definitely taken notice of this trend. They've realized that these UGC sites can be a powerful way to rank for very specific keywords and reach targeted audiences. The content on these platforms tends to be highly engaging and relevant to users, which is exactly what search engines are looking for.
So for businesses and marketers, the rise of UGC sites presents a big opportunity. If you can get your content and messaging featured on these platforms, you have a better chance of it showing up when people are searching for related topics. It's a way to reach your target customers in a really direct and influential way.
Of course, there's an art to doing this effectively. But that's what we'll be exploring in more depth - how online companies, especially in the SaaS space, are leveraging the power of user-generated content sites like Reddit to drive their marketing and growth.
The Telescope case study
One good example of a software-as-a-service (SaaS) tool that has used Reddit effectively for finding new customers is Telescope. Telescope is an alternative to popular sales intelligence platforms like Apollo and ZoomInfo.
Telescope has gained a lot of traction on Reddit by strategically posting in entrepreneurial subreddits like /r/SaaS, /r/entrepreneur, etc. This is where its target audience of business owners, sales professionals, and entrepreneurs are actively looking for solutions to their lead generation challenges.
The key to Telescope's success on Reddit is a simple but clever marketing tactic:
- First, they create a post that describes their tool in an accurate and relevant way, making sure to include keywords that their target customers would be searching for.
- Then, they create a brand new Reddit account and post a comment recommending Telescope as the top solution. They make sure this comment is the very first one, by buying upvotes for it.
- To boost the visibility of the whole post, they also buy upvotes for the post itself. This pushes it to the top of that subreddit's weekly, monthly, and all-time rankings.
This strategy allows Telescope to generate a steady stream of highly targeted leads from the specific communities on Reddit that are most interested in their sales intelligence solution. By engaging directly with their ideal customers on Reddit, Telescope has been able to effectively grow their user base.
How to replicate this strategy
To replicate the success as Telescope on Reddit, it's important to understand how to create posts and comments that engage your target audience without coming across as just trying to sell something.
The first step is to find the subreddits on Reddit that are most relevant for your online business, whether its a product or a service. Focus on the communities where your ideal customers are likely to be active.
Once you've identified the right subreddits, create a post with a headline that accurately describes your tool and includes relevant keywords. This will help your post rank higher in search results and grab the attention of potential customers. In the post itself, provide useful information about your tool and how it can solve a specific problem for your target audience.
Next, create a new Reddit account and post a comment recommending your own tool as the top solution. To make sure your comment shows up at the very top and gets maximum visibility, you could consider buying upvotes for it. You can also buy upvotes for the original post itself, which can help boost its visibility in the top posts of the week, month, and all time. This can further increase the potential for generating new leads.
The key is finding ways to authentically engage your target audience on Reddit, without it coming across as just a sales pitch. By providing value and recommendations, you can effectively generate high-quality leads for your SaaS business.
The challenges of marketing on Reddit
While Reddit can be a powerful platform for generating B2B leads, you need to be careful about how you approach marketing on the platform. Redditors are known for being able to spot and call out overt marketing attempts, which can quickly backfire and damage your brand's reputation.
To avoid this, it's important to be subtle and strategic when marketing on Reddit. One effective tactic is to genuinely participate in the community by commenting on posts and recommending your tool, explaining how it offers similar functionality to popular alternatives but at a more affordable price. By being transparent and providing real value, you can build trust with potential leads instead of being seen as just trying to sell to them.
Another key thing to keep in mind is that Reddit has strict rules against excessive promotion and spamming. Avoid using link shorteners like bit.ly or t.ly, as well as creator platforms like gumroad.com, as these can trigger Reddit's spam filters and get your posts hidden or your links blocked. Instead, focus on creating high-quality, informative content that engages the community and demonstrates the value of your SaaS tool in a natural way.
Benefits of using Reddit for SEO
In addition to being a good way to find potential customers, Reddit can also really help with improving your website's search engine ranking. Reddit has a high Domain Rating and online authority, so getting your content and links on Reddit can give your website a big boost in search engine results.
To get the most SEO benefit from using Reddit, you need to be an active and engaged member of the Reddit community. That means consistently posting valuable, relevant content on the appropriate subreddit forums. By becoming a recognized expert in your industry on Reddit, you can attract high-quality links back to your website. This referral traffic and link-building can significantly improve your website's search engine ranking and overall online visibility.
The key is to focus on genuinely participating in the Reddit community, not just trying to promote your business. If you provide useful information and insights, Reddit users will be more likely to check out your website, which is what will really help your SEO in the long run.
Conclusion
To get the most out of using Reddit for your business, you need to have a well-thought-out strategy and be willing to adapt it over time. It's not enough to just post a few times and hope for the best.
The key is to actively participate in the relevant Reddit communities, providing valuable, informative content that helps address the challenges and pain points of your target audience. Pay attention to which types of posts and comments get the best responses, and use that data to refine your approach.
Also, be sure to listen to the feedback you get from the Reddit community. They'll quickly let you know if you're coming across as too salesy or spammy. Use that input to make your marketing efforts more subtle and authentic.
