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The Essential Guide to Customer Acquisition

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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:

What is customer acquisition?

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.
Infographic of 3 stages of buyer's journey: awareness, consideration, and decision

So, in order to acquire new customers, you need to align your marketing with these three stages.

  1. 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.
  2. Consideration – You need to convince these prospects that they should choose your product or service.
  3. Decision – You need to “tip” these prospects over the finishing line. Common tactics include discounts and free trials.

How to create a customer acquisition strategy

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.

Infographic of strategy vs. tactic: On left, map showing route from starting point to final destination; on right, map shows same thing but with dotted points within the route

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.)

Customer acquisition channels

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

Customer acquisition examples

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.

Line chart showing spike in traffic followed by passive search traffic

How do we find these topics?

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter one or a few relevant keywords
  3. Go to the Matching terms report
  4. Switch to Questions
List of keywords with corresponding data such as KD, Volume, etc

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.

Business potential: Table with scores 3 to 0. And explanation of criteria to meet each score.

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.

Excerpt of referral page: top of page shows referral code, middle shows no. of friends referred; bottom is write-up of how referral program works

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's logo; below it is no. of subscribers

Luxy Hair makes videos that get thousands, if not millions, of views.

Grid format of Luxy Hair's videos on YouTube

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.

Video description box showing relevant links to Luxy Hair products, influencer featured in the video, etc

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.

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.




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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

Google Search Console is an essential tool that offers critical insights into your website’s performance in Google search results.

Occasionally, you might observe a sudden decline in organic traffic, and it’s crucial to understand the potential causes behind this drop. The data stored within Google Search Console (GSC) can be vital in troubleshooting and understanding what has happened to your website.

Before troubleshooting GSC traffic declines, it’s important to understand first what Google says about assessing traffic graphs in GSC and how it reports on different metrics.

Understanding Google Search Console Metrics

Google’s documentation on debugging Search traffic drops is relatively comprehensive (compared to the guidance given in other areas) and can, for the most part, help prevent any immediate or unnecessary panic should there be a change in data.

Despite this, I often find that Search Console data is misunderstood by both clients and those in the first few years of SEO and learning the craft.

Image from Google Search Central, May 2024

Even with these definitions, if your clicks and impressions graphs begin to resemble any of the above graph examples, there can be wider meanings.

Search Central description  It could also be a sign that…
Large drop from an algorithmic update, site-wide security, or spam issue This could also signal a serious technical issue, such as accidentally deploying a noindex onto a URL or returning the incorrect status code – I’ve seen it before where the URL renders content but returns a 410.
Seasonality You will know your seasonality better than anyone, but if this graph looks inverse it could be a sign that during peak search times, Google is rotating the search engine results pages (SERPs) and choosing not to rank your site highly. This could be because, during peak search periods, there is a slight intent shift in the queries’ dominant interpretation.
Technical issues across your site, changing interests This type of graph could also represent seasonality (both as a gradual decline or increase).
Reporting glitch ¯_(ツ)_/¯ This graph can represent intermittent technical issues as well as reporting glitches. Similar to the alternate reasons for graphs like Seasonality, it could represent a short-term shift in the SERPs and what meets the needs of an adjusted dominant interpretation of a query.

Clicks & Impressions

Google filters Click and Impression data in Google Search Console through a combination of technical methods and policies designed to ensure the accuracy, reliability, and integrity of the reported data.

Reasons for this include:

  • Spam and bot filtering.
  • Duplicate data removal.
  • User privacy/protection.
  • Removing “invalid activities.”
  • Data aggregation and sampling.

One of the main reasons I’ve seen GSC change the numbers showing the UI and API is down to the setting of thresholds.

Google may set thresholds for including data in reports to prevent skewed metrics due to very low-frequency queries or impressions. For example, data for queries that result in very few impressions might be excluded from reports to maintain the statistical reliability of the metrics.

Average Position

Google Search Console produces the Average Position metric by calculating the average ranking of a website’s URLs for a specific query or set of queries over a defined period of time.

Each time a URL appears in the search results for a query, its position is recorded. For instance, if a URL appears in the 3rd position for one query and in the 7th position for another query, these positions are logged separately.

As we enter the era of AI Overviews, John Mueller has confirmed via Slack conversations that appearing in a generative snapshot will affect the average position of the query and/or URL in the Search Console UI.

1718702762 996 How To Uncover Traffic Declines In Google Search Console AndSource: John Mueller via The SEO Community Slack channel

I don’t rely on the average position metric in GSC for rank tracking, but it can be useful in trying to debug whether or not Google is having issues establishing a single dominant page for specific queries.

Understanding how the tool compiles data allows you to better diagnose the reasons as to why, and correlate data with other events such as Google updates or development deployments.

Google Updates

A Google broad core algorithm update is a significant change to Google’s search algorithm intended to improve the relevance and quality of search results.

These updates do not target specific sites or types of content but alter specific systems that make up the “core” to an extent it is noteworthy for Google to announce that an update is happening.

Google makes updates to the various individual systems all the time, so the lack of a Google announcement does not disqualify a Google update from being the cause of a change in traffic.

For example, the website in the below screenshot saw a decline from the March 2023 core update but then recovered in the November 2023 core update.

GSC: the website saw a decline from the March 2023 core updateScreenshot by author from Google Search Console, May 2024

The following screenshot shows another example of a traffic decline correlating with a Google update, and it also shows that recovery doesn’t always occur with future updates.

traffic decline correlating with a Google updateScreenshot by author from Google Search Console, May 2024

This site is predominantly informational content supporting a handful of marketing landing pages (a traditional SaaS model) and has seen a steady decline correlating with the September 2023 helpful content update.

How To Fix This

Websites negatively impacted by a broad core update can’t fix specific issues to recover.

Webmasters should focus on providing the best possible content and improving overall site quality.

Recovery, however, may occur when the next broad core update is rolled out if the site has improved in quality and relevance or Google adjusts specific systems and signal weightings back in the favour of your site.

In SEO terminology, we also refer to these traffic changes as an algorithmic penalty, which can take time to recover from.

SERP Layout Updates

Given the launch of AI Overviews, I feel many SEO professionals will conduct this type of analysis in the coming months.

In addition to AI Overviews, Google can choose to include a number of different SERP features ranging from:

  • Shopping results.
  • Map Packs.
  • X (Twitter) carousels.
  • People Also Ask accordions.
  • Featured snippets.
  • Video thumbnails.

All of these not only detract and distract users from the traditional organic results, but they also cause pixel shifts.

From our testing of SGE/AI Overviews, we see traditional results being pushed down anywhere between 1,000 and 1,500 pixels.

When this happens you’re not likely to see third-party rank tracking tools show a decrease, but you will see clicks decline in GSC.

The impact of SERP features on your traffic depends on two things:

  • The type of feature introduced.
  • Whether your users predominantly use mobile or desktop.

Generally, SERP features are more impactful to mobile traffic as they greatly increase scroll depth, and the user screen is much smaller.

You can establish your dominant traffic source by looking at the device breakdown in Google Search Console:

Device by users: clicks and impressionsImage from author’s website, May 2024

You can then compare the two graphs in the UI, or by exporting data via the API with it broken down by devices.

How To Fix This

When Google introduces new SERP features, you can adjust your content and site to become “more eligible” for them.

Some are driven by structured data, and others are determined by Google systems after processing your content.

If Google has introduced a feature that results in more zero-click searches for a particular query, you need to first quantify the traffic loss and then adjust your strategy to become more visible for similar and associated queries that still feature in your target audience’s overall search journey.

Seasonality Traffic Changes

Seasonality in demand refers to predictable fluctuations in consumer interest and purchasing behavior that occur at specific times of the year, influenced by factors such as holidays, weather changes, and cultural events.

Notably, a lot of ecommerce businesses will see peaks in the run-up to Christmas and Thanksgiving, whilst travel companies will see seasonality peaks at different times of the year depending on the destinations and vacation types they cater to.

The below screenshot is atypical of a business that has a seasonal peak in the run-up to Christmas.

seasonal peaks as measured in GSCScreenshot by author from Google Search Console, May 2024

You will see these trends in the Performance Report section and likely see users and sessions mirrored in other analytics platforms.

During a seasonal peak, Google may choose to alter the SERPs in terms of which websites are ranked and which SERP features appear. This occurs when the increase in search demand also brings with it a change in user intent, thus changing the dominant interpretation of the query.

In the travel sector, the shift is often from a research objective to a commercial objective. Out-of-season searchers are predominantly researching destinations or looking for deals, and when it is time to book, they’re using the same search queries but looking to book.

As a result, webpages with a value proposition that caters more to the informational intent are either “demoted” in rankings or swapped out in favor of webpages that (in Google’s eyes) better cater to users in satisfying the commercial intent.

How To Fix This

There is no direct fix for traffic increases and decreases caused by seasonality.

However, you can adjust your overall SEO strategy to accommodate this and work to create visibility for the website outside of peak times by creating content to meet the needs and intent of users who may have a more research and information-gathering intent.

Penalties & Manual Actions

A Google penalty is a punitive action taken against a website by Google, reducing its search rankings or removing it from search results, typically due to violations of Google’s guidelines.

As well as receiving a notification in GSC, you’ll typically see a sharp decrease in traffic, akin to the graph below:

Google traffic decline from penaltyScreenshot by author from Google Search Console, May 2024

Whether or not the penalty is partial or sitewide will depend on how bad the traffic decline is, and also the type (or reason) as to why you received a penalty in the first place will determine what efforts are required and how long it will take to recover.

Changes In PPC Strategies

A common issue I encounter working with organizations is a disconnect in understanding that, sometimes, altering a PPC campaign can affect organic traffic.

An example of this is brand. If you start running a paid search campaign on your brand, you can often expect to see a decrease in branded clicks and CTR. As most organizations have separate vendors for this, it isn’t often communicated that this will be the case.

The Search results performance report in GSC can help you identify whether or not you have cannibalization between your SEO and PPC. From this report, you can correlate branded and non-branded traffic drops with the changelog from those in command of the PPC campaign.

How To Fix This

Ensuring that all stakeholders understand why there have been changes to organic traffic, and that the traffic (and user) isn’t lost, it is now being attributed to Paid.

Understanding if this is the “right decision” or not requires a conversation with those managing the PPC campaigns, and if they are performing and providing a strong ROAS, then the organic traffic loss needs to be acknowledged and accepted.

Recovering Site Traffic

Recovering from Google updates can take time.

Recently, John Mueller has said that sometimes, to recover, you need to wait for another update cycle.

However, this doesn’t mean you shouldn’t be active in trying to improve your website and better align with what Google wants to reward and relying on Google reversing previous signal weighting changes.

It’s critical that you start doing all the right things as soon as possible. The earlier that you identify and begin to solve problems, the earlier that you open up the potential for recovery. The time it takes to recover depends on what caused the drop in the first place, and there might be multiple factors to account for. Building a better website for your audience that provides them with better experiences and better service is always the right thing to do.

More resources: 


Featured Image: Ground Picture/Shutterstock

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Barriers To Audience Buy-In

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Barriers to audience buy-in with lead generation

This is an excerpt from the B2B Lead Generation ebook, which draws on SEJ’s internal expertise in delivering leads across multiple media types.

People are driven by a mix of desires, wants, needs, experiences, and external pressures.

It can take time to get it right and convince a person to become a lead, let alone a paying customer.

Here are some nuances of logic and psychology that could be impacting your ability to connect with audiences and build strong leads.

1. Poor Negotiations & The Endowment Effect

Every potential customer you encounter values their own effort and information. And due to something called the endowment effect, they value that time and data much more than you do.

In contrast, the same psychological effect means you value what you offer in exchange for peoples’ information more than they will.

If the value of what you’re offering fails to match the value of what consumers are giving you in exchange (read: their time and information), the conversions will be weak.

The solution? You can increase the perceived value of the thing you’re offering, or reduce the value of what the user “pays” for the thing you offer.

Want an exclusive peek into tactics we use when developing our own lead gen campaigns? Check out our upcoming webinar.

Humans evaluate rewards in multiple dimensions, including the reward amount, the time until the reward is received, and the certainty of the reward.

The more time before a reward occurs, and the less certain its ultimate value, the harder you have to work to get someone to engage.

Offering value upfront – even if you’re presenting something else soon after, like a live event, ebook, or demo – can help entice immediate action as well as convince leads of the long-term value of their investment.

It can even act as a prime for the next step in the lead gen nurturing process, hinting at even more value to come and increasing the effectiveness of the rest of your lead generation strategy.

It’s another reason why inbound content is a critical support for lead generation content. The short-term rewards of highly useful ungated content help prepare audiences for longer-term benefits offered down the line.

3. Abandonment & The Funnel Myth

Every lead generation journey is carefully planned, but if you designed it with a funnel in mind, you could be losing many qualified leads.

That’s because the imagery of a funnel might suggest that all leads engage with your brand or offer in the same way, but this simply isn’t true – particularly for products or services with high values.

Instead, these journeys are more abstract. Leads tend to move back and forth between stages depending on their circumstances. They might change their minds, encounter organizational roadblocks, switch channels, or their needs might suddenly change.

Instead of limiting journeys to audience segments, consider optimizing for paths and situations, too.

Optimizing for specific situations and encounters creates multiple opportunities to capture a lead while they’re in certain mindsets. Every opportunity is a way to engage with varying “costs” for time and data, and align your key performance indicators (KPIs) to match.

Situational journeys also create unique opportunities to learn about the various audience segments, including what they’re most interested in, which offers to grab their attention, and which aspects of your brand, product, or service they’re most concerned about.

4. Under-Pricing

Free trials and discounts can be eye-catching, but they don’t always work to your benefit.

Brands often think consumers will always choose the product with the lowest possible price. That isn’t always the case.

Consumers work within something referred to as the “zone of acceptability,” which is the price range they feel is acceptable for a purchasing decision.

If your brand falls outside that range, you’ll likely get the leads – but they could fail to buy in later. The initial offer might be attractive, but the lower perception of value could work against you when it comes time to try and close the sale.

Several elements play into whether consumers are sensitive to pricing discounts. The overall cost of a purchase matters, for example.

Higher-priced purchases, such as SaaS or real estate, can be extremely sensitive to pricing discounts. They can lead to your audience perceiving the product as lower-value, or make it seem like you’re struggling. A price-quality relationship is easy to see in many places in our lives. If you select the absolute lowest price for an airline ticket, do you expect your journey to be timely and comfortable?

It’s difficult to offer specific advice on these points. To find ideal price points and discounts, you need good feedback systems from both customers and leads – and you need data about how other audiences interact. But there’s value in not being the cheapest option.

Get more tips on how we, here at SEJ, create holistic content campaigns to drive leads in this exclusive webinar.

5. Lead Roles & Information

In every large purchasing decision, there are multiple roles in the process. These include:

  • User: The person who ultimately uses the product or service.
  • Buyer: The person who makes the purchase, but may or may not know anything about the actual product or service being purchased.
  • Decider: The person who determines whether to make the purchase.
  • Influencer: The person who provides opinions and thoughts on the product or service, and influences perceptions of it.
  • Gatekeeper: The person who gathers and holds information about the product or service.

Sometimes, different people play these roles, and other times, one person may hold more than one of these roles. However, the needs of each role must be met at the right time. If you fail to meet their needs, you’ll see your conversions turn cold at a higher rate early in the process.

The only way to avoid this complication is to understand who it is you’re attracting when you capture the lead, and make the right information available at the right time during the conversion process.

6. Understand Why People Don’t Sign Up

Many businesses put significant effort into lead nurturing and understanding the qualities of potential customers who fill out lead forms.

But what about the ones who don’t fill out those forms?

Understanding these values and the traits that drive purchasing decisions is paramount.

Your own proprietary and customer data, like your analytics, client data, and lead interactions, makes an excellent starting place, but don’t make the mistake of basing your decisions solely on the data you have collected about the leads you have.

This information creates a picture based solely on people already interacting with you. It doesn’t include information about the audience you’ve failed to capture so far.

Don’t fall for survivorship bias, which occurs when you only look at data from people who have passed your selection filters.

This is especially critical for lead generation because there are groups of people you don’t want to become leads. But you need to make sure you’re attracting as many ideal leads as possible while filtering out those that are suboptimal. You need information about the people who aren’t converting to ensure your filters are working as intended.

Gather information from the segment of your target audience that uses a competitor’s products, and pair them with psychographic tools and frameworks like “values and lifestyle surveys” (VALS) to gather insights and inform decisions.

In a digital world of tough competition and even more demands on every dollar, your lead generation needs to be precise.

Understanding what drives your target audience before you capture the lead and ensuring every detail is crafted with the final conversion in mind will help you capture more leads and sales, and leave your brand the clear market winner.

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Google Answers Question About Toxic Link Sabotage

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Gary Illyes answers a question about how to notify Google about toxic link sabotage

Google’s Gary Illyes answered a question about how to notify Google that someone is poisoning their backlink profile with “toxic links” which is a problem that many people have been talking about for at least fifteen years.

Question About Alerting Google To Toxic Links

Gary narrated the question:

“Someone’s asking, how to alert Google of sabotage via toxic links?”

And this is Gary’s answer:

I know what I would do: I’d ignore those links.

Generally Google is really, REALLY good at ignoring links that are irrelevant to the site they’re pointing at. If you feel like it, you can always disavow those “toxic” links, or file a spam report.

Disavow Links If You Feel Like It

Gary linked to Google’s explainer about disavowing links where it’s explained that the disavow tool is for a site owner to tell Google about links that they are responsible for in some way, like paid links or some other link scheme.

This is what it advises:

“If you have a manual action against your site for unnatural links to your site, or if you think you’re about to get such a manual action (because of paid links or other link schemes that violate our quality guidelines), you should try to remove the links from the other site to your site. If you can’t remove those links yourself, or get them removed, then you should disavow the URLs of the questionable pages or domains that link to your website.”

Google suggests that a link disavow is only necessary when two conditions are met:

  1. “You have a considerable number of spammy, artificial, or low-quality links pointing to your site,
    AND
  2. The links have caused a manual action, or likely will cause a manual action, on your site.”

Both of the above conditions must be met in order to file a valid link disavow tool.

Origin Of The Phrase Toxic Links

As Google became better at penalizing sites for low quality links and paid links, some in the highly competitive gambling industry started creating low quality links to sabotage their competitors. The practice was called negative SEO.

The phrase toxic link is something that was never heard of until after the Penguin link updates in 2012 which required penalized sites to remove all the paid and low quality links they created and then disavow the rest. An industry grew around disavowing links and it was that industry that invented the phrase Toxic Links for use in their marketing.

Confirmation That Google Is Able To Ignore Links

I have shared this anecdote before and I’ll share it here again. Someone I knew contacted me and said that their site lost rankings from negative SEO links. I took a look and their site had a ton of really nasty looking links. So out of curiosity (and because I knew that the site was this person’s main income), I emailed someone at Google Mountain View headquarters about it. That person checked it and replied that the site didn’t lose rankings because of the links. They lost rankings because of a Panda update related content issue.

That was around 2012 and it showed me how good Google was at ignoring links. Now, if Google was that good at ignoring really bad links back then, they’re probably better at it now, twelve years later now that they have the spam brain AI.

Listen to the question and answer at the 8:22 minute mark:

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