SEO
The Essential Guide to Customer Acquisition
Customers are the lifeblood of any business.
Without new customers, businesses cannot survive, let alone grow.
In this guide, you’ll learn how to acquire more new customers for your business.
Here’s what we’ll cover:
Customer acquisition is the process of gaining new customers for a business.
Customer acquisition is not a “one-step” process. Most prospects don’t turn into customers instantly. Instead, they follow a journey:
- Awareness – The buyer realizes they have a problem. They want to understand more about it.
- Consideration – The buyer is looking for and comparing potential solutions to their problem.
- Decision – The buyer purchases a solution.
So, in order to acquire new customers, you need to align your marketing with these three stages.
- Awareness – You need to appear in the consciousness or awareness of your potential customers. You’ll also need to show them your product or service can help to solve their problem.
- Consideration – You need to convince these prospects that they should choose your product or service.
- Decision – You need to “tip” these prospects over the finishing line. Common tactics include discounts and free trials.
Customer acquisition isn’t about executing a variety of tactics and hoping one sticks. You need a strategy, i.e., your battle plan. This is how you’re going to attract new customers and choose the right acquisition tactics.
Here’s how to create a customer acquisition strategy.
1. Identify your customers and where they hang out
If you don’t know who your customers are, you can’t attract more of them to your business.
That’s why the first step of your customer acquisition strategy is to figure out who your ideal customers are.
If you’ve done your market research and created customer personas, then this should be easy. You’ll already know who you’re trying to reach.
For example, here’s a simplified version of our ideal customer at Ahrefs:
SEO professionals and website owners who want to drive more traffic to their websites.
If you’re still in the early stages and don’t have a customer statement like this yet, don’t worry. You can use this guide to create one for your business.
Knowing who your ideal customers are will also help you figure out which marketing channels you should use. For example, we know website owners who desire more traffic are often searching on Google and looking for helpful guides.
This is one of the main reasons why SEO-driven content marketing is our main marketing tactic.
Experienced SEOs tend to hang out a lot on Twitter too, and that’s why we have a heavy presence there.
2. Set your goals
For your strategy to work, you need to know your destination. That is your goal.
Ideally, you should have goals for each stage of the buyer’s journey. But in reality, most companies have limited manpower, time, budget, and resources. So attempting to achieve goals for each stage may prove to be difficult.
In that case, you’ll have to prioritize. I suggest focusing on the area where you’re lacking the most currently.
For example, perhaps you may have a lot of traffic coming to your website (awareness). Yet you aren’t seeing any substantial increase in your sales (purchase). As such, you may want to set a goal and tackle the “problem area.”
Once you’ve identified what you want to work on, you should set a SMART objective to make it clear what it is you want to achieve.
- Specific – It should clearly state the desired outcome.
- Measurable – It should be something you can track the success of.
- Achievable – It should be realistic.
- Relevant – It should align with your overall business objectives.
- Timely – It should have a time frame attached to it.
For example, this is a good objective aligned with the SMART criteria:
Increase the conversion rate of your free trial to a paid subscription from 1% to 3% in the next 12 months.
3. Choose your customer acquisition channels
Based on what you’ve designed so far in your strategy, you should have an idea of which channels may work best to acquire new customers.
Pick one to two of the most suitable ones and begin experimenting with them. (More about the different channels in the next section.)
Here are some of the most popular customer acquisition channels you can experiment with for your business.
1. Search engine optimization (SEO)
SEO is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine’s organic results.
Pros
- Passive, organic (almost free) traffic
- Evergreen and compounding effects; article written a few years ago can still generate traffic if it ranks high on the search engines
- Potential customers are automatically qualified by their search intents, e.g., someone searching “ahrefs vs moz” is closer to buying than someone searching “how to increase website traffic”
- SEO content can influence entire marketing funnel
Cons
- Ranking high on search engines takes time
- Popular terms can get competitive (i.e., lots of time and resources required)
- Return on investment (ROI) can be difficult to measure
- Slower effects for newcomers; website with smaller number of high-quality backlinks and low topical authority may find it tougher to rank higher in the beginning stages
2. Content marketing
Content marketing is the process of creating and distributing content to attract and retain customers.
Pros
- Educates potential customers
- Builds loyalty and retention
- Can go viral in the short term and create a lot of attention and awareness at once
- Builds credibility
- Can be the basis of other marketing channels (e.g., digital advertising)
Cons
- ROI can be difficult to measure
- Requires time to work
- Content needs to be promoted and distributed; otherwise, attention may be scarce
- Content must be high quality; otherwise, it can’t stand out from the tons of other published content
3. Digital advertising
Digital advertising is the process of paying a website or platform to reach its audience via ad space.
Pros
- Fast way to get traffic; just set up an ad and get it running in a matter of minutes
- Highly specific targeting (geography, age, gender, interests, etc)
- Easy to measure and scale
Cons
- Can be expensive (especially when scaling up)
- Learning curve exists; costs time and money to figure out what works for your exact business
- Suffers from symptoms like ad fatigue and banner blindness
- Increasing use of ad blockers and third-party cookies blocking by web browsers may affect measurement and effectiveness
4. Influencer marketing
Influencer marketing is the practice of working with influencers—people who have an active, sizable audience—to promote your brand’s message, products, or services.
Pros
- Good way to improve brand awareness
- Popular influencers can “bestow” a halo effect on your brand
- Can generate direct sales, e.g., via influencer-specific discount codes
Cons
- ROI can be difficult to measure
- No guaranteed returns when working with influencers
- Risk of unwanted brand associations if you work with the wrong person
- Limited control over creative or messaging
5. Email marketing
Email marketing lets you reach your prospects’ mailboxes with messages that either prompt direct action or aim to encourage prospects to create a long-term relationship with the brand.
Pros
- Easily reach your prospects or customers directly (and at any time)
- Emails sent can be highly personalized and segmented
- Easy to measure
Cons
- Takes time to organically build a quality email list
- Overdoing it can cause you to break email marketing legislation (GDPR, CAN-SPAM, etc)
- Can be competitive (people’s inboxes are flooded with emails!)
6. Video marketing
Video marketing is the process of creating and distributing video content to attract and retain customers.
Pros
- Great for demonstrating how a product works
- Can be later repurposed into other content formats (e.g., your script can be turned into a blog post; main video can be turned into multiple, bite-sized versions)
- Engaging videos can capture and retain attention much more effectively than other formats
Cons
- Very resource-intensive to produce one high-quality video, let alone many
7. Social media
Social media drives traffic to your webpages and creates engagement with your brand by means of social media platforms.
Pros
- Organic, almost free traffic
- Massive audiences can be found on different social media platforms
- Can interact directly with your audience
Cons
- Not easy to build a following on social media
- Social media platforms may decrease your organic reach (to get more people to pay for ads)
- May be at “mercy” of these platforms; you can get banned or removed anytime, which means losing all your following
- May experience many negative comments and trolls
8. Referral programs
A referral program incentivizes existing customers to promote your brand to their family and friends.
Pros
- Can be a low-cost way to acquire new customers
- Builds customer loyalty
Cons
- No guarantees that a referral program will work
- Can’t “force” your customers to refer their friends
Here are some examples of how different businesses have acquired their customers.
1. Ahrefs – Content marketing
Ahrefs is an all-in-one SEO toolset that allows you to do keyword research, competitor analysis, website audits, content research, rank tracking, and more.
The main customer acquisition strategy we use at Ahrefs is SEO-driven content marketing. Here’s how we do it:
First, we find topics that our target customers are searching for on Google.
As mentioned earlier, our customers are often searching on Google for solutions to their problems. This makes SEO an ideal acquisition channel. Ranking high on Google also ensures that we get passive, organic traffic, as long as our content stays on top.
How do we find these topics?
- Go to Ahrefs’ Keywords Explorer
- Enter one or a few relevant keywords
- Go to the Matching terms report
- Switch to Questions
As you can see, there are over 180,000 topics to choose from. We’ll eyeball the list and note down those that are relevant to our customers.
Once we have a list of topics, we decide which topics to target first using business potential.
We start with topics that have a score of “3,” then “2,” and so on.
With a list of topics to work on, we create content based on this framework:
2. Circles.Life – Referral program
Circles.Life is a digital telco based in Singapore. Despite entrenched competition from the three existing major telcos in Singapore, Circles.Life has managed to succeed. (I, too, am one of its customers.)
One of the main ways it acquired its customers (at least in the early days) was via its referral program. In fact, according to HireDigital, over 40% of Circles.Life transactions come from referrals.
The success of a referral program depends on a few factors, but the main one is the incentive. An attractive incentive motivates customers to share; a bad one drives no action.
In this case, Circles.Life’s referral program succeeded because the prize was exactly what telco customers wanted: more data for low prices.
This is reminiscent of Dropbox’s referral program, which was also one of the main ways the cloud storage company acquired its first customers.
Recommended reading: How to Choose the Right Referral Incentives for Your Referral Program (With 20+ Examples!)
3. Luxy Hair – Video marketing
Luxy Hair is an online store that sells hair extensions and hair-related accessories. With over 3 million subscribers on YouTube, it’s killing it.
Luxy Hair makes videos that get thousands, if not millions, of views.
Each video features different ways of styling hair, taking care of it, and more. And each video—ding ding ding, you guessed it—features Luxy Hair’s own products.
The company then makes it easy for any viewer or subscriber to buy by including the relevant links in the video description.
Recommended reading: The Four-Part Formula That Got Luxy Hair 2.8 Million Subscribers on YouTube
Here are some frequently asked questions related to customer acquisition.
How do you calculate customer acquisition cost?
Customer acquisition cost (CAC) is the average amount of money you spend to acquire a single customer.
This is calculated by dividing your customer acquisition expenses by the number of acquired customers.
CAC = Total amount spent on marketing/Number of new customers acquired
For example, if you acquired 10 new customers after spending $1,000 on your marketing, your CAC would be $1000/10 = $100.
What is the average customer acquisition cost?
According to Shopify’s research, here are the average CACs by industry:
- Arts and entertainment: $21
- Business and industrial: $533
- Clothing, shoes, and/or accessories: $129
- Electronics and/or electronics accessories: $377
- Food, beverages, and tobacco products: $462
- Health and beauty: $127
- Home and garden: $129
Don’t take these benchmarks as gospel. These numbers are averages and can differ depending on your brand, exact market, average order value, and more. You should always relate your CAC to your own business.
Why is customer acquisition cost important?
Many businesses calculate the CAC because they want to lower it.
However, trying to reduce your CAC in isolation is not a good idea. Most of the time, reducing your CAC and being more effective in marketing don’t necessarily go hand in hand.
If your CAC is too low, you may actually be limiting your exposure and under-spending on your marketing activities. Your balance sheet may look good in the short term, but you may be missing out on substantial growth opportunities in the long term.
So, rather than strive to pay as little as possible, aim for marketing effectiveness.
To do this, you should use CAC in relation to your customer lifetime value (CLV). This is a metric that estimates how much money an individual customer will spend on your products or services.
Here’s how CLV is calculated:
Avg. order value x Avg. annual purchase frequency x Avg. customer lifespan
Take this into account, alongside your customer base growth and overall marketing effectiveness, when deciding if you should adjust your CAC.
Recommended reading: How to Use & Reduce Customer Acquisition Cost (CAC)
What is customer retention?
Customer retention happens after a customer is acquired. The goal of customer retention is to keep your customers with your brand for a long time.
This is because a loyal customer is more valuable to a business. Not only will they buy more (and buy more frequently), but new customers are also often more expensive to acquire.
Customer acquisition and customer retention are not mutually exclusive. Both are important to a business’s growth and survival and should exist at the same time.
Some marketers even argue that customer retention should actually take precedence over customer acquisition—after all, there’s no point filling a leaky bucket.
7. Focus on retention first, not acquisition.
Retention drives acquisition.
Retention gives you a competitive edge > Retention drives referral > referral drives word of mouth > word of mouth is a powerful acquisition channel.
Retention gives you MOAT to acquire more customers.
— Aazar Shad (@Aazarshad) July 12, 2021
Recommended reading: What Is Customer Retention? 11 Examples and Strategies to Retain Customers
How do you measure customer acquisition?
Besides CAC and CLV, which metrics should you measure?
This depends on the exact tactic you’re using. I recommend reading the guide below for a sample of the most important customer acquisition metrics you should be tracking.
Recommended reading: 25 Marketing Metrics You Should Consider Tracking
Final thoughts
If you want to acquire new customers on a consistent basis, you need a strategy. Create one and then execute only the tactics that move your business ahead.
Did I miss out on anything important about customer acquisition? Let me know on Twitter.
SEO
The 9 Best Landing Page Builders For 2024
Generating leads is crucial to boosting your sales – but if your landing pages aren’t effective, you’re going to struggle to turn visitors into customers.
Landing pages play a key role in elevating the effectiveness of your marketing efforts and differentiating, refining, and enhancing the user experience.
In this article, we’ll explore how to choose the right landing page builder for your business before highlighting the nine top landing page builders and what makes them stand out.
Let’s get into it.
Choosing The Right Landing Page Builder For Your Business
With so many options to choose from, how can you decide which landing page builder is right for you?
Here are a few things to consider when making your decision.
- Marketing objectives: Start by deciding what you want to achieve with your landing pages. Are you looking to collect email subscribers, drive sales, generate leads, or promote an event? Each platform caters to different use cases, so leading with your goals can help you refine your search.
- Ease of use: Different builders have different learning curves. If you’re a novice, you should probably opt for a tool that caters to beginners. If you have more technical experience, like coding knowledge, you might want to look to more advanced builders to get the most power.
- Integration needs: Do you want your landing pages to integrate with other software or tools you’re already using?
- Mobile optimization: It’s essential that your landing pages cater to mobile users, so make sure your builder considers that with features like responsive design.
- Budget constraints: Unfortunately, budget matters. Landing page builders come with various price tags depending on their capabilities and features. Make sure you’re working within the boundaries of what you can afford.
While this is, by no means, an exhaustive list of considerations, it’s a starting point to help you choose a landing page builder that makes sense for your business needs.
Now, let’s look at nine of the best landing page builders to choose from.
1. Carrd
- Best for: Simple projects, personal use, and small budgets.
Looking for a great landing page builder that won’t break the bank? Look no further than Carrd.
Carrd is a streamlined landing page builder that focuses on creating single-page websites quickly and easily. It’s designed for simplicity, making it ideal for anyone who wants to quickly create a webpage without needing to build a multi-page site.
Think portfolios, personal profiles, project presentations, and small business showcases.
Carrd’s user-friendly interface and selection of themes allow users to create sleek pages in the blink of an eye without even needing an account – you can just visit the website, pick a theme, and get started. However, you will need to sign up to save or publish your site.
It balances simplicity and functionality to help you craft that pages are clean, focused, and responsive across all devices. If you’re just testing the waters or working with slim budgets, this is the right tool for you.
Pros:
- Extremely affordable, with a free tier available.
- Intuitive and user-friendly interface.
- Responsive design.
- Fast and lightweight, making it ideal for quick and simple sites.
Cons:
- Limited to single-page websites.
- Restrictive layouts/themes, which limit creative freedom.
- Lacks advanced features and integrations found in more comprehensive builders.
Pricing:
- Carrd’s free basic plan allows you to launch three sites with Carrd branding to .carrd.co domains.
- Paid plans range from $9 to $49 per year, and offer additional features like no Carrd branding, custom domains, and Google Analytics support (depending on your membership tier).
2. ConvertKit
Screenshot from ConvertKit.com, April 2024- Best for: Content creators, bloggers, and marketers focused on growing their audience through email.
Billing itself as “the creator marketing platform,” ConvertKit’s landing page builder is targeted at creators, bloggers, and marketers who want to expand their email subscriber base.
If your goal is to create a landing page to help you build an email list, ConvertKit might be the right option for you.
ConvertKit’s landing page builder offers a range of high-quality, customizable templates and integrates with third-party tools to help you get the most out of your site.
It also integrates with the stock photo platform Unsplash to offer access to 100,000+ free images for your landing page.
While ConvertKit’s analytics and customization options might not be as extensive as those of some of its competitors, its ease of use and focused approach make it a standout for email-driven campaigns.
Pros:
- No cost for starting (up to 1,000 subscribers).
- Access to thousands of free images.
- Robust third-party integration capabilities.
Cons:
- Limited template customization and flexibility.
- A/B testing and analytics features are less advanced.
- Priced higher than some basic landing page builders.
Pricing:
- Free plan for up to 10,000 subscribers.
- The Creator plan starts at $25/month and includes benefits like automation features and app integrations. Pricing scales are based on subscriber count.
3. Unbounce
Screenshot from Unbounce.com, April 2024Unbounce is a leading landing page builder renowned for its focus on conversion rate optimization (CRO). Its website promises to help you “build high-converting landing pages with ease.”
It offers a suite of advanced tools, such as A/B testing, dynamic text replacement, and the Smart Traffic system, which uses AI to optimize visitor flow to the highest-converting page variant based on user behavior and characteristics.
It also focuses on features that can help you boost your lead gen efforts, such as opt-in email popups and sticky banners.
With 100+ responsive templates, Unbound makes it easy to create landing pages that are both engaging and effective.
Compared to some other options on this list, Unbounce is a particularly robust platform with tons of customization and integrations – and the price point reflects that.
As a premium offering with a steeper learning curve, it might not be the best for beginners – but its AI-powered features and conversion-focused tools make it a formidable tool for achieving your goals.
Pros:
- Advanced A/B testing and AI-driven optimization.
- Large selection of responsive templates.
- Integrated features for enhancing lead capture.
Cons:
- Higher price point than some other builders, which might not work for those with limited budgets.
- Complex setup and steeper learning curve for new users.
- Some customization limitations.
Pricing
- The Build plan starts at $74/month and covers unlimited conversions, one root domain, and up to 20,000 monthly unique visitors.
- Other paid plans range from $112/month up to $649/month.
4. Leadpages
Screenshot from Leadpages.com, April 2024- Best for: Small businesses and entrepreneurs looking to generate sales.
Need a landing page that will help you generate sales? Consider taking a look at Leadpages.
Its strength lies in its user-friendly, drag-and-drop editor and an extensive collection of templates that streamline the page-building process. Plus, according to the Leadpages website, it’s a platform that converts five times better than the industry average.
Leadages offers CRO tools, real-time analytics, and A/B testing capabilities, enabling users to enhance their page performance effectively.
Its various widgets allow you to add videos, images, forms, and even payment integrations directly onto your landing pages, making it a versatile tool for businesses that want to combine content with sales functionality.
On top of all this, Leadpages now includes an AI Engine for creating headlines and images and an AI writing assistant at some membership tiers, which can help you write better content.
Pros:
- Intuitive no-code editor and easy payment integration.
- Comprehensive A/B testing and real-time analytics.
- Extensive template library with over 250 options.
Cons:
- Higher cost compared to some alternatives.
- Limited ecommerce features and potential mobile responsiveness issues.
- Some users report mobile responsiveness issues.
Pricing:
- The standard plan starts at $37/month for one custom domain, unlimited traffic and leads, and 10,000 monthly AI Engine credits.
- More advanced features are available in higher-tier plans, which start at $74/month.
5. Landingi
Screenshot from Landingi.com, April 2024- Best for: Businesses seeking a versatile landing page solution with a wide range of features.
If you’re in the market for versatility, Landingi is worth investigating.
Landingi offers a flexible, comprehensive landing page builder with a robust set of features, including an advanced editor, popups, A/B testing, and a substantial library of 300+ templates.
Its unique Smart Sections feature allows you to reuse and easily update specific page elements across multiple designs, saving time and headaches.
Designed to serve businesses of all sizes, Landingi’s simple, drag-and-drop builder can help you create and optimize various types of landing pages – and if you have any HTML and CSS knowledge, it can be a pretty impressive editor.
Landingi is a particularly strong choice for small businesses looking to target different customer segments with unique landing pages. The integration capabilities with numerous apps, including payment gateways like Stripe, make it a great choice for companies looking to sell products.
While its rich feature set can be overwhelming for newcomers, and creating pages might take a bit longer compared to other platforms, the level of customization and control it offers makes Landingi one of the best landing page builders out there.
Pros:
- Extensive template library with 300+ customizable options.
- Powerful editing capabilities with Smart Sections for efficient design.
- Broad integration with various apps, including payment systems.
Cons:
- Steeper learning curve for beginners.
- Potentially longer time to create landing pages compared to simpler platforms.
Pricing:
- The Lite plan starts at $35/month and gives you 10 digital assets, unlimited conversions, 5,000 visits per month, and one custom domain.
- Landingi also offers Professional and Unlimited tiers with more advanced features and capabilities.
6. Instapage
Screenshot from Instapage.com, April 2024- Best for: Large businesses, marketing teams, or agencies that require collaboration and advanced optimization features.
If you’re seeking a more high-end landing page platform, Instapage might be the one for you. It offers advanced features tailored for professional marketing teams and agencies with a need to create optimized landing pages at scale.
In addition to a drag-and-drop builder and plenty of high-quality templates, Instapage offers a bevy of features, including advanced cloud-based team collaboration tools, heatmaps for user engagement analysis, robust A/B testing capabilities, AI-generated content creation, and more.
One of its standout features is Instablocks, which allows users to create custom page components that can be easily reused across different projects.
Instapage supports advanced marketing goals with features like AdMap to align ads with page content. Plus, its mobile-friendly design ensures a fast, seamless user experience.
While Instapage offers a premium experience with its comprehensive set of tools and features, its higher price point and complex functionalities may be a barrier for smaller businesses or those new to landing page optimization.
Pros:
- Extensive customization with a library of professional templates.
- Instablocks for efficient design and asset reuse.
- Effective team collaboration features.
Cons:
- Premium pricing will be a barrier for many businesses.
- Steep learning curve for utilizing advanced features.
- Limitations in reporting and visitor tracking for lower-tier plans.
Pricing:
- The Build plan starts at $199/month, with a 14-day free trial.
- Customers will need to upgrade to a customized Convert plan to access some of the more complex features, such as AdMap, heatmaps, and more.
7. Wix
Screenshot from Wix.com, April 2024- Best for: Individuals and small businesses seeking creative control without advanced coding.
Now for something much more accessible: Wix is renowned for its user-friendly platform, which is ideal for creating attractive landing pages with minimal effort.
Like other options on this list, Wix offers an accessible drag-and-drop editor and a range of existing templates to help users craft aesthetically pleasing and functional landing pages.
Wix’s platform has a reputation for being particularly beginner-friendly, with a low learning curve and a free plan to help new users get started without any upfront investment.
For those focused on ecommerce, Wix provides specific features to build landing pages that showcase products and promotions, supported by over 50 payment solutions and tools like heatmaps to enhance user engagement and conversion rates.
While it offers a free starter plan, accessing more advanced functionalities and removing Wix ads requires upgrading to a paid subscription.
Wix’s balance of user-friendly design tools, ecommerce support, and cost-effective pricing makes it a favorable option for those new to web design or businesses needing straightforward, visually appealing landing pages.
Pros:
- User-friendly with an intuitive drag-and-drop interface.
- Free plan available, making it accessible for beginners.
- Ecommerce capabilities with extensive payment integration.
Cons:
- Advanced features and ad-free experience require a paid plan.
- Potential limitations in customization for complex requirements.
- Site speed may decrease with more intricate designs.
Pricing:
- A free plan is available, but it includes Wix branding and lacks more advanced features like payments.
- Paid plans start at $17/month, offering additional features.
8. Elementor
Screenshot from Elementor.com, April 2024- Best for: WordPress users looking for a powerful and intuitive landing page builder.
If you’re a WordPress user, you’ll want to know about Elementor.
It’s a WordPress page builder that has gained popularity for its flexibility, comprehensive customization capabilities, and user-friendly interface.
Elementor allows users to design dynamic and detailed landing pages within WordPress. This feature makes it the perfect choice for WordPress users who want to extend the functionality of their website with sleek landing pages that maintain a consistent look and feel with their existing content.
Its real-time editing features allow for immediate feedback on design changes without any coding.
It also offers dozens of designer-made templates to choose from. You can add custom forms and popups to your landing page, save page components for reuse, and seamlessly integrate with your customer relationship management (CRM) tools to create a powerful customer experience.
While Elementor offers a ton in terms of design flexibility and integration, it’s important to note that it’s exclusively for WordPress users and can be resource-intensive – so it might impact site performance, especially on more complex websites.
Pros:
- Advanced customization and design flexibility.
- Real-time editing and instant feedback.
- Seamless WordPress integration.
Cons:
- Exclusively for WordPress users.
- Potentially impacts site performance due to resource intensity.
Pricing:
- Free version with limited functionality.
- Paid versions start at $59/year, providing advanced features and support.
9. Taplink
Screenshot from Taplink.at, April 2024- Best for: Social media influencers and businesses looking to direct traffic from social platforms to other content or actions.
This one’s a little different than some of the other examples here, but it deserves highlighting.
Taplink is a specialized micro-landing page builder optimized for social media profiles. It’s perfect for businesses and influencers that want to drive traffic from social media to other content or actions. You just use Taplink to create landing pages and share them on your social profiles.
Taplink stands out for its simplicity and mobile optimization, which is crucial when targeting social media audiences.
The focus on quick, effective page creation allows users to engage with their audience without the complexities of traditional website development.
For those aiming to convert social media interest into tangible outcomes – such as lead generation, sales, or content promotion – Taplink is a winner.
While its feature set is more limited than some of the more comprehensive builders featured here, its affordability and user-friendly design make it a great tool for those looking to maximize their social engagement with minimal effort and investment.
Pros:
- Simple and quick setup.
- Mobile-optimized for social media engagement.
- Cost-effective for targeted campaigns.
Cons:
- Designed primarily for micro-landing pages, limiting the scope.
- Fewer features and customization options than extensive landing page builders.
Pricing:
- Taplink offers a free basic plan, with premium features available on paid plans starting from $3/month. The most expensive tier, the Business tier, is $6/month.
There’s A Landing Page Platform To Help You Convert Visitors
Choosing the right landing page builder for your business can significantly impact your marketing success – but the decision will depend on your specific goals and needs.
As we’ve explored, each tool has unique strengths and caters to different aspects of the landing page creation and optimization process.
Whether you’re looking for advanced design capabilities, a user-friendly interface, or specific functionalities like CRO, there’s a platform that can help you not just streamline your landing page design process, but start converting visitors into loyal customers.
More resources:
Featured Image: Griboedov/Shutterstock
SEO
Google’s Search Engine Market Share Drops As Competitors’ Grows
According to data from GS Statcounter, Google’s search engine market share has fallen to 86.99%, the lowest point since the firm began tracking search engine share in 2009.
The drop represents a more than 4% decrease from the previous month, marking the largest single-month decline on record.
U.S. Market Impact
The decline is most significant in Google’s key market, the United States, where its share of searches across all devices fell by nearly 10%, reaching 77.52%.
Screenshot from: https://gs.statcounter.com/search-engine-market-share/, May 2024.Concurrently, competitors Microsoft Bing and Yahoo Search have seen gains. Bing reached a 13% market share in the U.S. and 5.8% globally, its highest since launching in 2009.
Yahoo Search’s worldwide share nearly tripled to 3.06%, a level not seen since July 2015.
Screenshot from: https://gs.statcounter.com/search-engine-market-share/, May 2024.Search Quality Concerns
Many industry experts have recently expressed concerns about the declining quality of Google’s search results.
A portion of the SEO community believes that the search giant’s results have worsened following the latest update.
These concerns have begun to extend to average internet users, who are increasingly voicing complaints about the state of their search results.
Alternative Perspectives
Web analytics platform SimilarWeb provided additional context on X (formerly Twitter), stating that its data for the US for March 2024 suggests Google’s decline may not be as severe as initially reported.
From our data (Search Engine website category, US, March 2024) it doesn’t look like we’re there yet: pic.twitter.com/RBUJp4ZLeb
— Similarweb (@Similarweb) May 1, 2024
SimilarWeb also highlighted Yahoo’s strong performance, categorizing it as a News and Media platform rather than a direct competitor to Google in the Search Engine category.
Don’t underestimate Yahoo. They’re doing great. On our platform they’re categorized as News and Media, and hence not a direct competitor to Google in the Search Engine category. But they rank #10 worldwide, #6 in the US, and #1 in their category. Much higher than Bing and OpenAI. pic.twitter.com/O4yJu5QEK6
— Similarweb (@Similarweb) May 2, 2024
At the same time, Google is slightly declining 👀 pic.twitter.com/9i7paeU1QG
— Similarweb (@Similarweb) May 2, 2024
Why It Matters
The shifting search engine market trends can impact businesses, marketers, and regular users.
Google has been on top for a long time, shaping how we find things online and how users behave.
However, as its market share drops and other search engines gain popularity, publishers may need to rethink their online strategies and optimize for multiple search platforms besides Google.
Users are becoming vocal about Google’s declining search quality over time. As people start trying alternate search engines, the various platforms must prioritize keeping users satisfied if they want to maintain or grow their market position.
It will be interesting to see how they respond to this boost in market share.
What It Means for SEO Pros
As Google’s competitors gain ground, SEO strategies may need to adapt by accounting for how each search engine’s algorithms and ranking factors work.
This could involve diversifying SEO efforts across multiple platforms and staying up-to-date on best practices for each one.
The increased focus on high-quality search results emphasizes the need to create valuable, user-focused content that meets the needs of the target audience.
SEO pros must prioritize informative, engaging, trustworthy content that meets search engine algorithms and user expectations.
Remain flexible, adaptable, and proactive to navigate these shifts. Keeping a pulse on industry trends, user behaviors, and competing search engine strategies will be key for successful SEO campaigns.
Featured Image: Tada Images/Shutterstock
SEO
How To Drive Pipeline With A Silo-Free Strategy
When it comes to B2B strategy, a holistic approach is the only approach.
Revenue organizations usually operate with siloed teams, and often expect a one-size-fits-all solution (usually buying clicks with paid media).
However, without cohesive brand, infrastructure, and pipeline generation efforts, they’re pretty much doomed to fail.
It’s just like rowing crew, where each member of the team must synchronize their movements to propel the boat forward – successful B2B marketing requires an integrated strategy.
So if you’re ready to ditch your disjointed marketing efforts and try a holistic approach, we’ve got you covered.
Join us on May 15, for an insightful live session with Digital Reach Agency on how to craft a compelling brand and PMF.
We’ll walk through the critical infrastructure you need, and the reliances and dependences of the core digital marketing disciplines.
Key takeaways from this webinar:
- Thinking Beyond Traditional Silos: Learn why traditional marketing silos are no longer viable and how they spell doom for modern revenue organizations.
- How To Identify and Fix Silos: Discover actionable strategies for pinpointing and sealing the gaps in your marketing silos.
- The Power of Integration: Uncover the secrets to successfully integrating brand strategy, digital infrastructure, and pipeline generation efforts.
Ben Childs, President and Founder of Digital Reach Agency, and Jordan Gibson, Head of Growth at Digital Reach Agency, will show you how to seamlessly integrate various elements of your marketing strategy for optimal results.
Don’t make the common mistake of using traditional marketing silos – sign up now and learn what it takes to transform your B2B go-to-market.
You’ll also get the opportunity to ask Ben and Jordan your most pressing questions, following the presentation.
And if you can’t make it to the live event, register anyway and we’ll send you a recording shortly after the webinar.
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