{"id":185719,"date":"2025-02-20T04:53:34","date_gmt":"2025-02-20T09:53:34","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=185719"},"modified":"2025-02-20T04:53:34","modified_gmt":"2025-02-20T09:53:34","slug":"how-to-get-customers","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/","title":{"rendered":"How to Get Customers (There Are Only 4&nbsp;Ways)"},"content":{"rendered":"\n<div class=\"intro-txt\"><!-- notionvc: cfc76558-4b4c-4302-92bb-37be53effacf -->Getting customers is the lifeblood of any business.<\/div><!-- notionvc: cfc76558-4b4c-4302-92bb-37be53effacf --><!-- notionvc: cfc76558-4b4c-4302-92bb-37be53effacf -->\n\n\n\n<p>But search for \u201chow to get customers,\u201d and you\u2019ll find yourself flooded with advice, tips, and tactics. It\u2019s hard to know which one to choose, considering that you have limited resources.<\/p>\n\n\n\n<p>Fortunately, most strategies on how to get customers boil down to these four fundamental methods:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1307\" height=\"1536\" class=\"wp-image-185720\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg\" alt=\"4 Ways to Get Customers\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg 1307w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers-362x425.jpg 362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers-768x903.jpg 768w\" sizes=\"auto, (max-width: 1307px) 100vw, 1307px\"><\/figure>\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div><!-- notionvc: f51b6ee6-ae7e-478d-9fee-3e1f95360ccf -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Search\" data-section=\"search\"><!-- notionvc: ad3f0736-8d2e-4a8a-a2c5-5f3ded77e99a -->\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-185719-_ethowfulun1g\"><\/a>1. Search<\/h2>\n<\/div><\/div><!-- notionvc: 4e802d88-47df-44c6-9678-999167011f78 -->\n\n\n\n<p>Find out what your customers are searching for, where they\u2019re searching for it, and show up with your content.<\/p>\n\n\n\n<p>Here are the major search channels:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_yvprf57tswej\"><\/a>Google and&nbsp;Bing<\/h3>\n\n\n\n<p>If you want to rank high on search engines like Google and Bing, you\u2019ll have to target topics your audience is searching for.<\/p>\n\n\n\n<p>The easiest way to begin is to use a keyword research tool like <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. Here\u2019s how:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter terms relevant to your website or&nbsp;niche<\/li>\n\n\n\n<li>Go to <strong>Matching terms<\/strong><\/li>\n<\/ol>\n\n\n\n<p>For example, if you own an ecommerce store selling coffee equipment, you\u2019ll want to add words like \u201ccoffee\u201d, \u201cfrench press\u201d, and \u201clatte\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1372\" height=\"1330\" class=\"wp-image-185721\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/matching-terms-report-in-keywords-explorer.jpg\" alt=\"Matching terms report in Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/matching-terms-report-in-keywords-explorer.jpg 1372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/matching-terms-report-in-keywords-explorer-438x425.jpg 438w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/matching-terms-report-in-keywords-explorer-768x744.jpg 768w\" sizes=\"auto, (max-width: 1372px) 100vw, 1372px\"><\/figure>\n\n\n\n\n\n<p>From here, you\u2019ll want to go through the report and pick out relevant topics you wish to target.<\/p>\n\n\n\n<p>However, as you can see, there are over two million keywords in this report. That\u2019s too many to go through, so an easy way to narrow down the best keywords is to look for keywords that have high <a href=\"https:\/\/help.ahrefs.com\/en\/articles\/9046244-what-is-traffic-potential\"><strong>Traffic Potential (TP)<\/strong><\/a> and low <a href=\"https:\/\/ahrefs.com\/blog\/keyword-difficulty\/\"><strong>Keyword Difficulty (KD)<\/strong><\/a>.<\/p>\n\n\n\n<p>You can use the filters to quickly search for these topics:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"948\" height=\"466\" class=\"wp-image-185722\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/filters-for-high-traffic-potential-tp-and-low-ke.png\" alt=\"Filters for high Traffic Potential (TP) and low Keyword Difficulty (KD)\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/filters-for-high-traffic-potential-tp-and-low-ke.png 948w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/filters-for-high-traffic-potential-tp-and-low-ke-680x334.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/filters-for-high-traffic-potential-tp-and-low-ke-768x378.png 768w\" sizes=\"auto, (max-width: 948px) 100vw, 948px\"><\/figure>\n\n\n\n\n\n<p>When you have your list of desired keywords, you\u2019ll have to create content to rank for them. Doing this means understanding why the searcher is looking for that&nbsp;topic.<\/p>\n\n\n\n<p>You can figure that out by looking at what\u2019s currently ranking in the SERPs for the target topic. The easiest way to do this is click on the SERP button for your target keyword, click <strong>Identify intents<\/strong>, and it\u2019ll tell you the <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a> for that&nbsp;topic.<\/p>\n\n\n\n<p>For example, here\u2019s what we see for \u201cbest coffee maker\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"898\" class=\"wp-image-185723\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/identify-intents-feature-in-keywords-explorer-tell.png\" alt=\"Identify intents feature in Keywords Explorer tells you the search intent for any keyword\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/identify-intents-feature-in-keywords-explorer-tell.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/identify-intents-feature-in-keywords-explorer-tell-680x298.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/identify-intents-feature-in-keywords-explorer-tell-768x337.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/identify-intents-feature-in-keywords-explorer-tell-1536x674.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>Searchers are looking for expert reviews and recommendations for the best coffee makers. So, you\u2019ll likely have to create something along those lines if you want to rank high for this keyword.<\/p>\n\n\n\n<p>Finally, you\u2019ll have to get links to your pages. Links are a <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factor<\/a>, and even though Google reps have said that they matter less these days, they <strong>still matter <\/strong>(according to <a href=\"https:\/\/ahrefs.com\/blog\/links-matter-less-but-still-matter\/\">our research<\/a>.)<\/p>\n\n\n\n<p>There are many ways to acquire backlinks, so I recommend reading <a href=\"https:\/\/ahrefs.com\/blog\/link-building\/\">our guide to link building<\/a>.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: cfba1242-6267-4048-bbe8-e6e76d19a83a -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/seo\">SEO: The Complete Guide for Beginners<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: cfba1242-6267-4048-bbe8-e6e76d19a83a -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_6iw7ejfssyuj\"><\/a>YouTube<\/h3>\n\n\n\n<p>You may not realize it, but YouTube is the second-largest search engine in the world. YouTube has <a href=\"https:\/\/sproutsocial.com\/insights\/youtube-stats\/\">2.49 billion monthly active users<\/a> and people spend an average of 48.7 minutes on YouTube each&nbsp;day.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/sam-oh-84593014\">Sam Oh<\/a>, our YouTube god, helped grow <a href=\"https:\/\/www.youtube.com\/@AhrefsCom\/videos\">our channel<\/a> to 608,000 subscribers.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"604\" height=\"170\" class=\"wp-image-185724\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/608k-subscribers-for-ahrefs-youtube-channel.png\" alt=\"608K subscribers for Ahrefs YouTube channel\"><\/figure>\n\n\n\n\n\n<p>Last year, he shared some of his YouTube tips at our inaugural conference, <a href=\"https:\/\/ahrefs.com\/events\/evolve2024-singapore\">Ahrefs Evolve<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1365\" class=\"wp-image-185725\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-oh-speaking-at-evolve.jpg\" alt=\"Sam Oh speaking at Evolve\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-oh-speaking-at-evolve.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-oh-speaking-at-evolve-638x425.jpg 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-oh-speaking-at-evolve-768x512.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-oh-speaking-at-evolve-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>Here are his best tips for ranking high on YouTube:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Add target keyword to your title and description<\/li>\n\n\n\n<li>Mention relevant keywords in your content<\/li>\n\n\n\n<li>Cover necessary subtopics in your content<\/li>\n\n\n\n<li>Use timecodes or chapters with relevant keywords<\/li>\n\n\n\n<li>Hold people\u2019s attention as long as possible<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"608\" class=\"wp-image-185726\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-ohs-video-optimization-checklist.png\" alt=\"Sam Oh's video optimization checklist\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-ohs-video-optimization-checklist.png 1432w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-ohs-video-optimization-checklist-680x289.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/sam-ohs-video-optimization-checklist-768x326.png 768w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n\n\n\n\n\n<p>The last one is of course, the hardest. There is no sure formula and even at 600K subscribers, we\u2019re still constantly experimenting to find the best-fit format that our subscribers will watch to the end. So, as Sam says, aim to improve your videos by 5% each&nbsp;time.<\/p>\n\n\n\n<p>For example, we make a variety of thumbnails for each video and swap them out if one of them isn\u2019t working:<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_185727\" style=\"width: 792px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-185727\" class=\"wp-image-185727\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-different-thumbnails-we-make-for-each-video.jpg\" alt=\"The different thumbnails we make for each video\" width=\"782\" height=\"1274\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-different-thumbnails-we-make-for-each-video.jpg 782w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-different-thumbnails-we-make-for-each-video-261x425.jpg 261w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-different-thumbnails-we-make-for-each-video-768x1251.jpg 768w\" sizes=\"auto, (max-width: 782px) 100vw, 782px\"><p id=\"caption-attachment-185727\" class=\"wp-caption-text\">Thumbnails for one of <a href=\"https:\/\/www.youtube.com\/watch?v=eXQo1i0z190\">our videos<\/a><\/p><\/div>\n<\/figure>\n\n\n\n\n\n\n\n<p>However, one thing\u2019s certain: You\u2019ll have to capture your audience\u2019s attention within 30 seconds. Otherwise, they\u2019ll drop off, never to return.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"760\" class=\"wp-image-185728\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/youtube-shows-how-many-percentage-of-viewers-conti.png\" alt=\"YouTube shows how many percentage of viewers continue watching at the 30 second mark\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/youtube-shows-how-many-percentage-of-viewers-conti.png 1520w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/youtube-shows-how-many-percentage-of-viewers-conti-680x340.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/youtube-shows-how-many-percentage-of-viewers-conti-768x384.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/youtube-shows-how-many-percentage-of-viewers-conti-400x200.png 400w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\"><\/figure>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: 8f3952ca-b18d-4df3-9299-a8cc136f285a -->\n\n\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/youtube-seo\/\">YouTube SEO: How to Rank Your Videos From Start to Finish<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: 8f3952ca-b18d-4df3-9299-a8cc136f285a -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_lkd942524ek5\"><\/a>ChatGPT and other&nbsp;LLMs<\/h3>\n\n\n\n<p>More and more people are turning to large language models to answer questions, get recommendations, and acquire advice. Some LLMs, like ChatGPT, Perplexity, and DeepSeek, can search the web, effectively transforming into an <a href=\"https:\/\/ahrefs.com\/blog\/best-ai-search-engines\/\">AI search engine<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"550\" class=\"wp-image-185729\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/chatgpt-search.png\" alt=\"ChatGPT search\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/chatgpt-search.png 980w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/chatgpt-search-680x382.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/chatgpt-search-768x431.png 768w\" sizes=\"auto, (max-width: 980px) 100vw, 980px\"><\/figure>\n\n\n\n\n\n<p>As such, more brands are investing in LLM optimization (LLMO), trying to get LLMs to recommend their brands when relevant questions are&nbsp;asked.<\/p>\n\n\n\n<p>We\u2019ll soon be releasing an LLM Chatbot Explorer, which will include a full brand visibility report to benchmark performance and test the impact of your LLM optimization.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1151\" class=\"wp-image-185730\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-llm-chatbot-explorer.png\" alt=\"Our LLM Chatbot Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-llm-chatbot-explorer.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-llm-chatbot-explorer-680x382.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-llm-chatbot-explorer-768x432.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-llm-chatbot-explorer-1536x863.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>Some tips on LLMO include investing in PR, adding more quotes and stats to your content, doing <a href=\"https:\/\/ahrefs.com\/blog\/entity-seo\/\">entity SEO<\/a>, and <a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-wikipedia-page\/\">claiming your Wikipedia listing<\/a>.<\/p>\n\n\n\n<p>One thing to note is that LLMO and SEO are closely linked. A <a href=\"https:\/\/www.seerinteractive.com\/insights\/what-drives-brand-mentions-in-ai-answers\">study from Seer Interactive<\/a> suggests that organic rankings do drive LLM mentions. So, even if LLMs are the future of search engines, don\u2019t neglect your&nbsp;SEO.<\/p>\n\n\n\n<p>My colleague Louise has written an <a href=\"https:\/\/ahrefs.com\/blog\/llm-optimization\/\">amazing guide on LLMO<\/a>, so I recommend reading it from start to finish.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_uc3c3p2w2z6b\"><\/a>TikTok and Instagram<\/h3>\n\n\n\n<p>Banned or not, there is no doubt that the short-form video platform is the social media of choice for the younger generation and beyond. (Heck, even my dad uses&nbsp;it.)<\/p>\n\n\n\n<p>In fact, a <a href=\"https:\/\/www.adobe.com\/express\/learn\/blog\/using-tiktok-as-a-search-engine\">2024 study by Adobe<\/a> suggested that 2 in 5 Americans use TikTok as a search engine and 1 in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine.<\/p>\n\n\n\n<p>The same <a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2024\/03\/11\/genz-dumping-google-for-tiktok-instagram-as-social-search-wins\/\">goes for Instagram<\/a>.<\/p>\n\n\n\n<p>In our conference last year, one of our speakers, <a href=\"https:\/\/www.linkedin.com\/in\/charlotte-ang\/\">Charlotte Ang<\/a>, shared some tips on how to optimize for TikTok search:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1365\" height=\"2048\" class=\"wp-image-185731\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-ang-speaking-at-ahrefs-evolve.jpg\" alt=\"Charlotte Ang speaking at Ahrefs Evolve\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-ang-speaking-at-ahrefs-evolve.jpg 1365w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-ang-speaking-at-ahrefs-evolve-283x425.jpg 283w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-ang-speaking-at-ahrefs-evolve-768x1152.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-ang-speaking-at-ahrefs-evolve-1024x1536.jpg 1024w\" sizes=\"auto, (max-width: 1365px) 100vw, 1365px\"><\/figure>\n\n\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use Ahrefs\u2019 <\/strong><a href=\"https:\/\/ahrefs.com\/keywords-explorer\"><strong>Keywords Explorer<\/strong><\/a><strong> to look for topic ideas<\/strong> (what you\u2019ll do if you\u2019re doing <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a> for SEO; see the section on Google\/Bing)<\/li>\n\n\n\n<li><strong>Look for relevant subtopics<\/strong> by checking TikTok\u2019s auto-complete (during search) and Others search for<\/li>\n\n\n\n<li><strong>Include a 5-second hook<\/strong> in all your videos<\/li>\n\n\n\n<li><strong>Optimize your on-feed SEO<\/strong> by editing auto-captions accurately, including 3 related keywords, and use 3-7 hashtags.<\/li>\n\n\n\n<li><strong>Post your video through Creator Search Insights<\/strong><\/li>\n\n\n\n<li><strong>Reply comments on your videos<\/strong> with your target keywords<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1548\" height=\"862\" class=\"wp-image-185732\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-showing-how-to-post-a-video-through-crea.jpg\" alt=\"Charlotte showing how to post a video through Creator Search Insights\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-showing-how-to-post-a-video-through-crea.jpg 1548w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-showing-how-to-post-a-video-through-crea-680x379.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-showing-how-to-post-a-video-through-crea-768x428.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/charlotte-showing-how-to-post-a-video-through-crea-1536x855.jpg 1536w\" sizes=\"auto, (max-width: 1548px) 100vw, 1548px\"><\/figure>\n\n\n\n\n\n<p>While there are some platform differences, you can likely do the same for IG&nbsp;too.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Advertising\" data-section=\"advertising\"><!-- notionvc: 12984431-b1a4-46ee-b40a-7a78aafdc3c1 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-185719-_n72cqswxlslk\"><\/a>2. Advertising<\/h2>\n<\/div><\/div><!-- notionvc: b54e7704-fe8a-4923-80c8-1a09290d920c -->\n\n\n\n<p>Pay a platform or someone with an audience to access their audience.<\/p>\n\n\n\n<p>The opportunities to advertise your business are limitless. Just make sure you\u2019re not spending $100 to acquire a $50 customer.<\/p>\n\n\n\n<p>Here are the major advertising channels:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_g5wrup7vholx\"><\/a>Google, Facebook, X, and other social media&nbsp;ads<\/h3>\n\n\n\n<p>Most of these platforms work the same way\u2014you pay a fee each time someone clicks your ad on the platform. This is known as PPC marketing.<\/p>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_185733\" style=\"width: 956px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-185733\" class=\"wp-image-185733\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-ig-story-ad-promoting-ahrefs-evolve.png\" alt=\"Our IG story ad promoting Ahrefs Evolve\" width=\"946\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-ig-story-ad-promoting-ahrefs-evolve.png 946w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-ig-story-ad-promoting-ahrefs-evolve-196x425.png 196w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-ig-story-ad-promoting-ahrefs-evolve-768x1663.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-ig-story-ad-promoting-ahrefs-evolve-710x1536.png 710w\" sizes=\"auto, (max-width: 946px) 100vw, 946px\"><p id=\"caption-attachment-185733\" class=\"wp-caption-text\">Our IG story ad promoting Ahrefs Evolve<\/p><\/div>\n<\/figure>\n\n\n\n\n\n\n\n<p>First, you\u2019ll need to choose a platform to advertise on. You should only run ads on platforms where your audience exists. For example, if you\u2019re selling enterprise software, you might not want to advertise on TikTok (unless you have data that shows C-level executives in your industry are doomscrolling.)<\/p>\n\n\n\n<p>Then, get familiar with the platform. Click around or take a course. Most of these platforms offer educational resources to help you learn. For example, Google offers <a href=\"https:\/\/skillshop.withgoogle.com\/googleads\/\">free ads training<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1240\" height=\"836\" class=\"wp-image-185734\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/googles-free-training-for-advertisers.png\" alt=\"Google's free training for advertisers\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/googles-free-training-for-advertisers.png 1240w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/googles-free-training-for-advertisers-630x425.png 630w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/googles-free-training-for-advertisers-768x518.png 768w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\"><\/figure>\n\n\n\n\n\n<p>One of the most important aspects of PPC marketing is targeting. So, make sure you\u2019re targeting the right audience on these platforms. For example, if you\u2019re running search ads, one way to find the right keywords to target is to look at what your competitors are already running ads&nbsp;for.<\/p>\n\n\n\n<p>You can do this by entering your competitor\u2019s domain into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> and going to the <strong>Paid keywords<\/strong> report.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1714\" height=\"736\" class=\"wp-image-185735\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/paid-keywords-report-in-ahrefs-site-explorer.png\" alt=\"Paid keywords report in Ahrefs Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/paid-keywords-report-in-ahrefs-site-explorer.png 1714w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/paid-keywords-report-in-ahrefs-site-explorer-680x292.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/paid-keywords-report-in-ahrefs-site-explorer-768x330.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/paid-keywords-report-in-ahrefs-site-explorer-1536x660.png 1536w\" sizes=\"auto, (max-width: 1714px) 100vw, 1714px\"><\/figure>\n\n\n\n\n\n<p>For example, we can see that Shopify is targeting the keyword \u201cdropshipping\u201d and paying an estimated $1.81 per click for the keyword. If you\u2019re a competitor, you could potentially target the same keyword too (as long as the budget makes&nbsp;sense.)<\/p>\n\n\n\n<p>Finally, creatives and copy matter a lot in PPC marketing. So, make sure you\u2019re constantly experimenting with different images, videos, headlines, body copies, and more to see what resonates with your audience!<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: 7fe1a525-1847-4edf-8e4e-8b0a6911ff5f -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC Marketing: Beginner\u2019s Guide to Pay-Per-Click Ads<\/a>\n\n<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/quora-ads\/\">Quora Ads: Over $200K Spent. Here\u2019s What I Learned<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: 7fe1a525-1847-4edf-8e4e-8b0a6911ff5f -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_rwffgbdmdkw6\"><\/a>TV and out-of-home (OOH) advertising<\/h3>\n\n\n\n<p>We all know TV ads. But what are out-of-home ads? They\u2019re what you see on the go, like billboards, transit (e.g., buses, taxis), and street ads.<\/p>\n\n\n\n<p>OOH ads are typically expensive and large-scale. So, that\u2019s why according to Adam Singer, VP of Marketing at AdQuick, an OOH ad platform, companies should start with a geofenced test campaign in a specific city. Then, by tracking metrics such as search volume uplift, website traffic, and <a href=\"https:\/\/ahrefs.com\/blog\/how-to-measure-brand-awareness\/\">brand awareness<\/a>, you can decide if you want to run your OOH ads in more places.<\/p>\n\n\n\n<p>Tim Soulo, our Chief Marketing Officer, interviewed Adam Singer on our podcast to learn more about offline advertising. Check out the interview:<\/p>\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-mupkfzqfttg\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-mupkfzqfttg\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/MUpkFZqftTg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/MUpkFZqftTg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_ysn0pu2vzua3\"><\/a>Podcast advertising<\/h3>\n\n\n\n<p>With over 4.19 million podcasts in the world, chances are your audience is listening to one of&nbsp;them.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1292\" height=\"246\" class=\"wp-image-185736\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/greater4-19-million-podcasts-registered-worldwide.png\" alt=\">4.19 million podcasts registered worldwide\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/greater4-19-million-podcasts-registered-worldwide.png 1292w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/greater4-19-million-podcasts-registered-worldwide-680x129.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/greater4-19-million-podcasts-registered-worldwide-768x146.png 768w\" sizes=\"auto, (max-width: 1292px) 100vw, 1292px\"><\/figure>\n\n\n\n\n\n<p>We regularly sponsor podcasts at Ahrefs. (We even run <a href=\"https:\/\/ahrefs.com\/podcast\">our own<\/a>!) Generally speaking, there are three types of podcast sponsorships:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Pre\u2010roll<\/strong>: ~15\u201330-second ad at the start of the&nbsp;show.<\/li>\n\n\n\n<li><strong>Mid\u2010roll<\/strong>: ~1-minute ad in the middle of the&nbsp;show.<\/li>\n\n\n\n<li><strong>Post\u2010roll<\/strong>: ~15\u201330-second ad at the end of the&nbsp;show.<\/li>\n<\/ol>\n\n\n\n<p>Mid-rolls are the most expensive, followed by pre and post\u2010rolls.<\/p>\n\n\n\n<p>Podcast sponsorships are a bit of a wild market, where pricing is arbitrary. You should expect to negotiate a lot. For example, you could potentially negotiate the price per episode to be lower if you\u2019re looking to sponsor for a long period.<\/p>\n\n\n\n<p>The one thing we\u2019ve found that worked really well for us is getting the host to give an organic mention, rather than a scripted one. We almost never give podcast hosts copy to read from. We just give them the topic, some key points, and let them do the rest. After all, it\u2019s their audience, so they know the best way to communicate.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: b9c5f610-8345-428e-86fb-192914f2e5f7 -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/podcast-advertising\/\">Podcast Advertising: $51,975 Spent. Here\u2019s What We Learned<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: b9c5f610-8345-428e-86fb-192914f2e5f7 -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_8d1cc1fbhmsb\"><\/a>Partnerships and influencers<\/h3>\n\n\n\n<p>Podcasts are just one medium where influencers build their audience. They can also build audiences on email, social media, YouTube, and more. You can pay to access their audience on those platforms too.<\/p>\n\n\n\n<p>For example, we partnered with SEO influencer Eli Schwartz to promote our latest tool, <a href=\"https:\/\/ahrefs.com\/web-analytics\">Web Analytics<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1390\" class=\"wp-image-185737\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/seo-influencer-eli-schwartz-promoting-our-web-anal.jpg\" alt=\"SEO influencer Eli Schwartz promoting our Web Analytics on LinkedIn\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/seo-influencer-eli-schwartz-promoting-our-web-anal.jpg 1080w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/seo-influencer-eli-schwartz-promoting-our-web-anal-330x425.jpg 330w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/seo-influencer-eli-schwartz-promoting-our-web-anal-768x988.jpg 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\"><\/figure>\n\n\n\n\n\n<p>I asked <a href=\"https:\/\/www.linkedin.com\/in\/raulgalera\/\">Ra\u00fal Galera<\/a>, Growth Lead at ReferralCandy, for tips on how to work successfully with influencers. Here\u2019s what he&nbsp;said:<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Target smaller, more relevant influencers<\/strong>: This might seem obvious, but many brands still chase bigger names who may not align with their brand values or audience, simply due to their size. Instead, focus on niche or even micro-influencers who could genuinely be your customers\u2014those who are popular but, more importantly, have an engaged and authentic community.<\/li>\n\n\n\n<li><strong>Work on a performance basis<\/strong>: Offer influencers a deal where their payment is based (entirely or primarily) on the revenue they generate. Many influencers might not agree with this because their audience might not be as engaged as they claim. If they do agree, encourage them to see your brand as a team they\u2019re part of rather than just another campaign.<\/li>\n\n\n\n<li><strong>Be generous<\/strong>: A 10% commission won\u2019t cut it. If possible, offer 20-25% or create a tiered commission structure. You could also consider giving commissions on the lifetime revenue generated by the customers they bring in, not just their first purchase. This keeps them motivated to consistently talk about your brand over the long term. How much are you spending on Meta ads? Use that as a benchmark\u2014chances are influencer marketing will cost you far&nbsp;less.\u201d<\/li><\/ol><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ra\u00fal Galera\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/11\/raul-galera.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ra\u00fal Galera,<\/span> <span class=\"quote-author-job\">Growth Lead, <a href=\"https:\/\/www.referralcandy.com\/\" target=\"_blank\">ReferralCandy<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_k0z3r93e2wtx\"><\/a>Affiliates<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate marketing<\/a> is where you give content creators a special link with a tracking ID. People who click on that link gets a cookie stored on their device.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"933\" class=\"wp-image-185738\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-anatomy-of-an-affiliate-link.png\" alt=\"The anatomy of an affiliate link\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-anatomy-of-an-affiliate-link.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-anatomy-of-an-affiliate-link-680x352.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-anatomy-of-an-affiliate-link-768x398.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-anatomy-of-an-affiliate-link-1536x796.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n\n\n<p>If they end up purchasing from your website, the sale is attributed to the content creator\u2019s link and you pay them a commission from the&nbsp;sale.<\/p>\n\n\n\n<p>In the best-case scenario, imagine hundreds or thousands of salespeople working round the clock to sell your product.<\/p>\n\n\n\n<p>Because you\u2019re paying commissions, the size of the commission could make or break your affiliate program. Ideally, it should be attractive enough but not so much that you lose money per sale. This probably depends on knowing your <a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition-cost\/\">customer acquisition costs<\/a>.<\/p>\n\n\n\n<p>Getting the right affiliates is also important. There\u2019s a fantasy that you\u2019ll get thousands of affiliates rushing in when you open one, but it doesn\u2019t work that way. Pareto\u2019s Principle applies: Most affiliates don\u2019t drive any sales, and the most successful ones tend to generate the bulk of the sales\u2026 and that lets them be discerning about who they partner with, and how much they charge (as they need to maintain their relationship with their audience.)<\/p>\n\n\n\n<p>So, there is a lot of work involved in recruiting the right affiliates, from checking if their reputation is airtight to seeing how they\u2019re going to promote your product. You may even have to step in to help them out with discounts and coupon codes.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: 6d5ce8f8-7333-4447-9c4d-302c76548df6 -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/referralrock.com\/blog\/how-to-start-an-affiliate-program\/\">How to Start an Affiliate Program: Easy 8-Step Guide<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: 6d5ce8f8-7333-4447-9c4d-302c76548df6 -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Direct\" data-section=\"direct\"><!-- notionvc: 2e008765-6c57-4269-b38d-369cc5fa2524 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-185719-_ns6hcbh9ac2f\"><\/a>3. Direct<\/h2>\n<\/div><\/div><!-- notionvc: 8555eb79-9266-4c17-97a2-57ae9662c18b -->\n\n\n\n<p>Go after your target customers directly.<\/p>\n\n\n\n<p>If your total addressable market (TAM) is small, the above two strategies may not work. Some businesses are so niche that they know most of their target customers by&nbsp;name.<\/p>\n\n\n\n<p>But direct marketing also applies to your enterprise customers. It\u2019s rare that major deals come <em>solely <\/em>from search or advertising. You\u2019ll need the human touch&nbsp;too.<\/p>\n\n\n\n<p>Here are the major activities in direct marketing:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_gu6gaejdbrgf\"><\/a>Account-based marketing (ABM)<\/h3>\n\n\n\n<p>ABM is a type of B2B marketing that focuses on aligning marketing and sales to reach specific target accounts. As <a href=\"https:\/\/www.linkedin.com\/in\/homarcus\/\">Marcus Ho<\/a>, founder of Brew Interactive explains at Ahrefs Evolve 2024, ABM is like proposing to your top prospects:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"717\" class=\"wp-image-185739\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-brew-explains-what-abm-is-at-ahrefs-evolve.png\" alt=\"Marcus Brew explains what ABM is at Ahrefs Evolve\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-brew-explains-what-abm-is-at-ahrefs-evolve.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-brew-explains-what-abm-is-at-ahrefs-evolve-680x238.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-brew-explains-what-abm-is-at-ahrefs-evolve-768x269.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-brew-explains-what-abm-is-at-ahrefs-evolve-1536x538.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>There are three types of&nbsp;ABM:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>One-to-one<\/strong>: Highly personalized marketing approach targeting a select few high-value accounts<\/li>\n\n\n\n<li><strong>Balanced<\/strong>: Targeting mid-market with semi-personalized campaigns that can reach more accounts quickly.<\/li>\n\n\n\n<li><strong>High-scale<\/strong>: Using automation with data-driven decision-making tech to target a wide range of accounts.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1365\" class=\"wp-image-185740\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-ho-speaking-at-ahrefs-evolve.jpg\" alt=\"Marcus Ho speaking at Ahrefs Evolve\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-ho-speaking-at-ahrefs-evolve.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-ho-speaking-at-ahrefs-evolve-638x425.jpg 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-ho-speaking-at-ahrefs-evolve-768x512.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-ho-speaking-at-ahrefs-evolve-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>Knowing which strategy to use depends on your company\u2019s goals. Most importantly, you need to know your ICP, like their industry, company size, revenue, pain points and challenges, buying behaviors, and decision-making processes:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1066\" class=\"wp-image-185741\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-hos-slide-on-how-to-create-effective-icps.jpg\" alt=\"Marcus Ho's slide on how to create effective ICPs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-hos-slide-on-how-to-create-effective-icps.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-hos-slide-on-how-to-create-effective-icps-680x354.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-hos-slide-on-how-to-create-effective-icps-768x400.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/marcus-hos-slide-on-how-to-create-effective-icps-1536x800.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>Once you\u2019ve selected your accounts, it\u2019s really about engaging them the right&nbsp;way.<\/p>\n\n\n\n<p>For example, if they\u2019re still at the Awareness stage, you\u2019ll want to target them with advertising. If they\u2019re in the Consideration stage, then you could invite them to one of your webinars. If they\u2019re in the Purchase stage, then dedicate resources to getting them over the line, like customer stories and case studies, how-to guides, and&nbsp;more.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: ed8e4ef0-c32f-46df-a614-a6f08a575e6a -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/account-based-marketing\/\">The Beginner\u2019s Guide to Account-Based Marketing (ABM)<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: ed8e4ef0-c32f-46df-a614-a6f08a575e6a -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_ndszkamm8ykc\"><\/a>Event marketing<\/h3>\n\n\n\n<p>AI may do our work, but it can\u2019t replace human interaction (yet).<\/p>\n\n\n\n<p>Events are a great way to meet your prospects and customers, get to know them as people, learn from them, and maybe even do business together.<\/p>\n\n\n\n<p>I mentioned it many times in this article, but we ran our inaugural conference, Ahrefs Evolve, in 2024 and will be doing it again in&nbsp;2025.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1365\" class=\"wp-image-185742\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-ahrefs-team-at-ahrefs-evolve.jpg\" alt=\"The Ahrefs team at Ahrefs Evolve\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-ahrefs-team-at-ahrefs-evolve.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-ahrefs-team-at-ahrefs-evolve-638x425.jpg 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-ahrefs-team-at-ahrefs-evolve-768x512.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-ahrefs-team-at-ahrefs-evolve-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n\n\n<p>But the conference isn\u2019t the only event we\u2019ve run; we\u2019re constantly running workshops, meetups, webinars, and&nbsp;more.<\/p>\n\n\n\n<p>In fact, this is the route I recommend to anyone who wants to do event marketing: start&nbsp;small.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"930\" class=\"wp-image-185743\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-journey-of-ahrefs-event-marketing.jpg\" alt=\"The journey of Ahrefs' event marketing\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-journey-of-ahrefs-event-marketing.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-journey-of-ahrefs-event-marketing-680x395.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-journey-of-ahrefs-event-marketing-768x446.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/the-journey-of-ahrefs-event-marketing-1536x893.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n\n\n<p>Don\u2019t rush straight into a multi-day, international conference. Start by sponsoring some events or running small local meetups in your city. Only scale it up if you\u2019re seeing traction or potential growth.<\/p>\n\n\n\n<p>I wrote a <a href=\"https:\/\/ahrefs.com\/blog\/event-marketing\/\">guide with everything you need to know about event marketing<\/a>. I highly recommend reading it if you\u2019re planning on this channel.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Word-of-mouth\" data-section=\"word-of-mouth\"><!-- notionvc: ec2838d4-600e-48ea-a6af-2224625b7a37 -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-185719-_j8icsiz1kue3\"><\/a>4. Word-of-mouth<\/h2>\n<\/div><\/div><!-- notionvc: cfd4364d-c04d-427d-b2ac-901a81cd724b -->\n\n\n\n<p>People recommend your brand to their friends, family, and even online.<\/p>\n\n\n\n<p>Word-of-mouth marketing happens naturally, but that doesn\u2019t mean you can\u2019t accelerate it with strategic marketing and equipping your customers with catchy talking points.<\/p>\n\n\n\n<p>Here\u2019s how:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_57dc8rl3ygdp\"><\/a>Having an amazing product, content, and&nbsp;brand<\/h3>\n\n\n\n<p>Even if a restaurant offers you money to recommend them, you likely won\u2019t do it if the food is terrible. You simply can\u2019t put lipstick on a&nbsp;pig.<\/p>\n\n\n\n<p>So it doesn\u2019t matter what tactics you use\u2014if you don\u2019t have a product or service that solves your customers\u2019 problems and delights them, no one will recommend you.<\/p>\n\n\n\n<p>Your core focus should always be to make an amazing product and build a brand that your customers trust. For us at Ahrefs, that&nbsp;means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consistently releasing new features, updates, and upgrades to our&nbsp;tool<\/li>\n\n\n\n<li>Creating tons of educational materials to help them get the most out of our toolset (including <a href=\"https:\/\/ahrefs.com\/academy\">free courses<\/a>, articles, YouTube videos)<\/li>\n\n\n\n<li>Listening to our customers when they have <a href=\"https:\/\/ahrefs.canny.io\/\">feature requests<\/a><\/li>\n\n\n\n<li>Monitoring conversations about our brand on social media and Reddit (and jumping in where necessary)<\/li>\n\n\n\n<li>Meeting our customers IRL at industry events and listening to their concerns<\/li>\n\n\n\n<li>Having a great support team<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\">\n<div id=\"attachment_185744\" style=\"width: 2058px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-185744\" class=\"wp-image-185744\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/me-talking-to-our-customers-at-ahrefs-evolve.jpg\" alt=\"Me talking to our customers at Ahrefs Evolve\" width=\"2048\" height=\"1365\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/me-talking-to-our-customers-at-ahrefs-evolve.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/me-talking-to-our-customers-at-ahrefs-evolve-638x425.jpg 638w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/me-talking-to-our-customers-at-ahrefs-evolve-768x512.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/me-talking-to-our-customers-at-ahrefs-evolve-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><p id=\"caption-attachment-185744\" class=\"wp-caption-text\">Me talking to our customers at Ahrefs Evolve<\/p><\/div>\n<\/figure>\n\n\n\n\n\n\n\n<p>Little by little, all of these actions build up into a brand that our customers trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_19j1tku6k2lk\"><\/a>Building an audience<\/h3>\n\n\n\n<p>As you optimize for search and create content on multiple platforms, you\u2019ll start to gain followers and build an audience. This is incredibly valuable as people on the platform can like or repost your&nbsp;post.<\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/x.com\/nateliason\">Nat Eliason<\/a> made &gt;$400K in a few days just by announcing his course on X, where he has ~74K followers:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"822\" height=\"860\" class=\"wp-image-185745\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/nat-eliasons-tweet-on-how-his-twitter-audience-se.png\" alt=\"Nat Eliason's tweet on how his Twitter audience sent him more sales than his email list\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/nat-eliasons-tweet-on-how-his-twitter-audience-se.png 822w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/nat-eliasons-tweet-on-how-his-twitter-audience-se-406x425.png 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/nat-eliasons-tweet-on-how-his-twitter-audience-se-768x804.png 768w\" sizes=\"auto, (max-width: 822px) 100vw, 822px\"><\/figure>\n\n\n\n\n\n<p>Even though Nat made the bulk of his revenue from his X audience, he\u2019s still bullish on email lists. So am I. The main reason is that an email list is not subject to a platform\u2019s algorithmic whims.<\/p>\n\n\n\n<p>Your reach won\u2019t be throttled when the platform changes algorithms or, worst case, bans your account. Even though your \u2018virality potential\u2019 is lower, with an email list, as long as your audience stays subscribed, you can reach them anytime.<\/p>\n\n\n\n<p>So, even if you have a significant audience elsewhere, make sure you\u2019re driving them to your email list frequently, like Justin Welsh:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"832\" height=\"1520\" class=\"wp-image-185746\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/justin-welsh-sends-his-twitter-followers-to-his-em.jpg\" alt=\"Justin Welsh sends his Twitter followers to his email list\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/justin-welsh-sends-his-twitter-followers-to-his-em.jpg 832w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/justin-welsh-sends-his-twitter-followers-to-his-em-233x425.jpg 233w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/justin-welsh-sends-his-twitter-followers-to-his-em-768x1403.jpg 768w\" sizes=\"auto, (max-width: 832px) 100vw, 832px\"><\/figure>\n\n\n\n\n\n<p>If the bulk of your traffic is going to your blog content, then make sure you encourage people to sign up, like we do on our sidebar:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1906\" height=\"1652\" class=\"wp-image-185747\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-email-collection-box-on-the-sidebar.png\" alt=\"Our email collection box on the sidebar\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-email-collection-box-on-the-sidebar.png 1906w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-email-collection-box-on-the-sidebar-490x425.png 490w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-email-collection-box-on-the-sidebar-768x666.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-email-collection-box-on-the-sidebar-1536x1331.png 1536w\" sizes=\"auto, (max-width: 1906px) 100vw, 1906px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: 17f0ba87-976d-43b8-ab8e-7649ab597631 -->\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/grow-email-list\/\">8 Easy (But Effective) Ways to Grow Your Email&nbsp;List<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: 17f0ba87-976d-43b8-ab8e-7649ab597631 -->\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_f2w1jc2r0hw\"><\/a>Giving away free&nbsp;stuff<\/h3>\n\n\n\n<p>\u2018Free\u2019 is the easiest way to incentivize people to spread the word about your brand. Especially if you run a giveaway and package sharing into the criteria.<\/p>\n\n\n\n<p>For example, we ran a giveaway to promote our conference. One of the \u201crules\u201d of winning was to like and reshare the&nbsp;post:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"962\" height=\"2048\" class=\"wp-image-185748\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-cmo-tim-promoting-a-giveaway-on-linkedin.png\" alt=\"Our CMO Tim promoting a giveaway on LinkedIn\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-cmo-tim-promoting-a-giveaway-on-linkedin.png 962w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-cmo-tim-promoting-a-giveaway-on-linkedin-200x425.png 200w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-cmo-tim-promoting-a-giveaway-on-linkedin-768x1635.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-cmo-tim-promoting-a-giveaway-on-linkedin-722x1536.png 722w\" sizes=\"auto, (max-width: 962px) 100vw, 962px\"><\/figure>\n\n\n\n\n\n<p>Even though you can probably gain a lot of attention by giving away expensive products like MacBooks and cars, I do not recommend doing that. Doing so will only gain you freebie seekers, and not your target audience. (Unless you <em>indeed <\/em>sell cars or computers.)<\/p>\n\n\n\n<p>The best thing to give away is your product or something related to your product. For example, we regularly give away swag boxes and our <a href=\"https:\/\/ahrefs.com\/seo\/book\">SEO books<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1192\" height=\"1020\" class=\"wp-image-185749\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-main-ahrefs-twitter-account-running-a-swag-giv.jpg\" alt=\"Our main Ahrefs Twitter account running a swag giveaway\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-main-ahrefs-twitter-account-running-a-swag-giv.jpg 1192w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-main-ahrefs-twitter-account-running-a-swag-giv-497x425.jpg 497w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/our-main-ahrefs-twitter-account-running-a-swag-giv-768x657.jpg 768w\" sizes=\"auto, (max-width: 1192px) 100vw, 1192px\"><\/figure>\n\n\n\n\n\n<p>However, you don\u2019t have to limit yourself to that. For example, years ago, when I worked for a startup without its own product (yet), we partnered with another company to give away theirs. We then shared the email list between ourselves.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1354\" height=\"1290\" class=\"wp-image-185750\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/running-a-giveaway-in-my-previous-job.jpg\" alt=\"Running a giveaway in my previous job\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/running-a-giveaway-in-my-previous-job.jpg 1354w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/running-a-giveaway-in-my-previous-job-446x425.jpg 446w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/running-a-giveaway-in-my-previous-job-768x732.jpg 768w\" sizes=\"auto, (max-width: 1354px) 100vw, 1354px\"><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-185719-_ibx75y1pw4i8\"><\/a>Public relations (PR)<\/h3>\n\n\n\n<p>Public relations is the practice of managing communications with the media. The goal is to influence your brand perception positively.<\/p>\n\n\n\n<p>The main thing to know is that media publications are interested in <strong>what\u2019s newsworthy<\/strong>. So, most PR tactics are either about jumping on what\u2019s already trending or being the news itself.<\/p>\n\n\n\n<p>For example, newsjacking is about monitoring live news and spotting opportunities to put your brand at the center of conversations by reacting with expert commentary and thought leadership pieces.<\/p>\n\n\n\n<p><a href=\"https:\/\/x.com\/CarrieRosePR\/status\/1351082967746170880\">AskTraders consistently landed coverage in articles<\/a> from big media houses by putting out expert commentary on everything happening in the business world: stock prices, company reports, administration news, and&nbsp;more:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"843\" class=\"wp-image-185751\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/asktraders-landed-coverage-in-major-media-publicat.png\" alt=\"AskTraders landed coverage in major media publications\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/asktraders-landed-coverage-in-major-media-publicat.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/asktraders-landed-coverage-in-major-media-publicat-680x358.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/asktraders-landed-coverage-in-major-media-publicat-768x405.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/asktraders-landed-coverage-in-major-media-publicat-1536x809.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n\n\n<p>You can also aim to be the news itself. That\u2019s where OOH advertising can help too. As Adam Singer points out in our podcast, a good OOH ad can get people talking and sharing on social media.<\/p>\n\n\n\n<p>That\u2019s also why companies sometimes run PR stunts to get people talking. For example, Circles.Life, a Singaporean telco, <a href=\"https:\/\/vulcanpost.com\/634382\/pay-3-get-50-vending-machine-circles-life-publicity-stunt\/\">made the news<\/a> by installing vending machines that dispensed a $50 note in exchange for $3.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" class=\"wp-image-185752\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/circles-lifes-pr-stunt-where-they-installed-vendi.jpg\" alt=\"Circles.Life's PR stunt where they installed vending machines that dispensed a $50 note in exchange for $3.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/circles-lifes-pr-stunt-where-they-installed-vendi.jpg 1200w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/circles-lifes-pr-stunt-where-they-installed-vendi-680x357.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/circles-lifes-pr-stunt-where-they-installed-vendi-768x403.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"><\/figure>\n\n\n\n\n\n<p>You can hear Delbert Ty, ex-Head of Marketing of Circles.Life, discuss the campaign on the Ahrefs podcast:<\/p>\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-kzomy6gzrym\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-kzomy6gzrym\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/kzOmy6gzRyM?start=991&amp;feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kzOmy6gzRyM?start=991&amp;feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<p>To be fair, big stunts are not always necessary. Data is newsworthy too, so you can run surveys or analyze first-party\/third-party data to generate interesting insights.<\/p>\n\n\n\n\n\n<p>For example, real estate marketplace <a href=\"https:\/\/www.zillow.com\/research\/rate-lock-selling-32907\/\">Zillow surveyed 1,815 homeowners<\/a> and found that those with lower mortgage rates are twice as likely to stay put vs selling their home. They earned 235 backlinks from the likes of Bloomberg, Yahoo, FoxBusiness, and Money.com.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"969\" height=\"725\" class=\"wp-image-185753\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/number-of-links-gained-by-zillow-following-their-s.png\" alt=\"Number of links gained by Zillow following their survey\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/number-of-links-gained-by-zillow-following-their-s.png 969w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/number-of-links-gained-by-zillow-following-their-s-568x425.png 568w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/number-of-links-gained-by-zillow-following-their-s-768x575.png 768w\" sizes=\"auto, (max-width: 969px) 100vw, 969px\"><\/figure>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\"><!-- notionvc: ae6637a4-a629-4a1e-84f9-1b47d771c14a -->\n\n\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/pr-campaign-examples\/\">9 Successful PR Campaign Examples, According to the&nbsp;Data<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/\">9 Great Public Relations Tactics with Campaign Examples<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/digital-pr\/\">Digital PR: The Beginner\u2019s Guide to Making Your Brand Unmissable<\/a><\/li>\n<\/ul>\n<\/div><\/div><!-- notionvc: ae6637a4-a629-4a1e-84f9-1b47d771c14a -->\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-185719-_ygcj2kfaz2zv\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Which customer acquisition strategy should you choose?<\/p>\n\n\n\n<p>I learned this <a href=\"https:\/\/www.themarketingstudent.com\/go-to-market\/\">mental model<\/a> from my friend, <a href=\"https:\/\/www.linkedin.com\/in\/dfallarme\/\">David Fallarme<\/a>, who\u2019s the VP of Marketing at Owner.com. The basic idea is to first know whether you\u2019re going after <a href=\"https:\/\/christophjanz.blogspot.com\/2014\/10\/five-ways-to-build-100-million-business.html\">elephants, deer, rabbits, mice, or flies<\/a> (i.e. your business model):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Elephants<\/strong>: 100 customers paying you $1m<\/li>\n\n\n\n<li><strong>Deers<\/strong>: 1,000 customers paying you $100,000<\/li>\n\n\n\n<li><strong>Rabbits<\/strong>: 10,000 customers paying you $10,000<\/li>\n\n\n\n<li><strong>Mice<\/strong>: 100,000 customers paying you $1,000<\/li>\n\n\n\n<li><strong>Flies<\/strong>: 1,000,000 customers paying you $100<\/li>\n<\/ul>\n\n\n\n<p>When you know the animal you\u2019re going after, then you can select the right hunting tools:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Spears<\/strong> \u2014 Lots of direct human skill and involvement, e.g., direct marketing<\/li>\n\n\n\n<li><strong>Nets<\/strong> \u2014 Lets you pull in a large number of potential targets at once, e.g,&nbsp;SEO<\/li>\n\n\n\n<li><strong>Seeds<\/strong> \u2014 The customer base \u201cgrows on its own\u201d, e.g., word-of-mouth<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"970\" class=\"wp-image-185754\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/whats-your-primary-acquisition-strategy.png\" alt=\"What's your primary acquisition strategy?\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/whats-your-primary-acquisition-strategy.png 950w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/whats-your-primary-acquisition-strategy-416x425.png 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/whats-your-primary-acquisition-strategy-768x784.png 768w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\"><\/figure>\n\n\n\n\n\n<p>For example, in the earlier days at Ahrefs, we targeted mice, rabbits, and deer. That\u2019s why our main customer acquisition strategy focused on search (\u201cnets\u201d)\u2014we created content to rank high on Google and YouTube.<\/p>\n\n\n\n<p>Today, as we move upmarket and target enterprise customers, we\u2019re employing more direct marketing strategies. Running events and having an enterprise sales team (\u201cspears\u201d) are now also part of our arsenal.<\/p>\n\n\n\n<p>So, which animal are you hunting?<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>But search for \u201chow to get customers,\u201d and you\u2019ll find yourself flooded with advice, tips, and tactics. It\u2019s hard to know which one to choose, considering that you have limited resources. Fortunately, most strategies on how to get customers boil<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-185719","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Get Customers (There Are Only 4 Ways)<\/title>\n<meta name=\"description\" content=\"Most strategies for acquiring customers boil down to just these 4 ways: search, advertising, direct, and word-of-mouth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Get Customers (There Are Only 4 Ways)\" \/>\n<meta property=\"og:description\" content=\"Most strategies for acquiring customers boil down to just these 4 ways: search, advertising, direct, and word-of-mouth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-20T09:53:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1307\" \/>\n\t<meta property=\"og:image:height\" content=\"1536\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"How to Get Customers (There Are Only 4&nbsp;Ways)\",\"datePublished\":\"2025-02-20T09:53:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\"},\"wordCount\":3856,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/how-to-get-customers-there-are-by-si-quan-ong-marketing-1.jpg\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\",\"name\":\"How to Get Customers (There Are Only 4 Ways)\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg\",\"datePublished\":\"2025-02-20T09:53:34+00:00\",\"description\":\"Most strategies for acquiring customers boil down to just these 4 ways: search, advertising, direct, and word-of-mouth.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ahrefs.com\/blog\/how-to-get-customers\/#primaryimage\",\"url\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg\",\"contentUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/02\/4-ways-to-get-customers.jpg\",\"width\":1307,\"height\":1536,\"caption\":\"4 Ways to Get Customers\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\",\"url\":\"https:\/\/ahrefs.com\/blog\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; 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