Candas Demir

When our search traffic started dropping about two years ago, we doubled down on SEO: did more primary research, published more content, updated content more frequently. And still, our Google traffic didn't grow. At first, it was probably just the algorithm & competition muting our extra effort. But as gen AI rolled out in search, it became clear: search engines becoming answer engines were killing the economics of educational SEO. Our blog content had always been a key pipeline driver. It generated search traffic and product signups. More importantly, it built up our domain authority up & helped us rank product-related content. We had a limitless amount of content we could create. Our 100+ integrations gave us an endless amount of topics. We published 5x/week at our peak.   But now, AI started giving those answers directly, without ever sending them to our site. Two quarters ago, we made a hard-right shift. We stopped fighting for Google scraps. And started showing up where conversations were actually happening. 👉 I went all-in on LinkedIn publishing. We began planning a small number of multi-format, multi-channel campaigns. We did more on other social sites, especially Youtube. But measuring impact? That’s where things got tricky. Getting someone to click from social to our website: not easy. The traditional marketing attribution models didn't capture the full picture.   So we built a new approach: 1. 𝗢𝗻-𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝘀𝗶𝗴𝗻𝗮𝗹𝘀. Impressions, engagement, follower growth. These tell us what content is resonating. It’s hard to prove that reach & engagement drive business, but it certainly gives direction on what content and topics might inspire action. 2. 𝗗𝗶𝗿𝗲𝗰𝘁 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻. We still link to other content (events, research reports, surveys, dashboard templates, etc). We have no shortage of offers that can drive a conversion and we don’t have a problem creating social content that highlights those offers in interesting ways. 3. 𝗦𝗲𝗹𝗳-𝗿𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻. We ask everyone who signups for our product, “How did you hear about us?”  It’s not perfect since they could lie on that form just to get past it, but the data is pretty consistent month over month. (If you want to see this data, follow me and click the bell. I’ll be sharing it.) 4. 𝗕𝗿𝗮𝗻𝗱𝗲𝗱 𝘀𝗲𝗮𝗿𝗰𝗵. Most readers don’t engage publicly on social media. But they remember. And weeks or months later, they show up in our CRM via branded search or a direct visit. Today, we get about ~27% of our signups from social media. So yeah, the shift worked. Not because social publishing replaces SEO. It's actually harder. But because it does something SEO no longer can: build preference before someone is even looking. PS. Wanna know if you're ahead or behind in transitioning your marketing strategy? We'll be revealing data we've collected from 300+ companies next week. Register for a seat -> https://lnkd.in/ePXBt9Mj

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This pricing tweak made €300K+ in extra revenue: Most brands display discounts wrong - and it’s killing conversions. We ran a simple test: showing the original price next to the discounted price. The result? +3.6% in revenue with 0 extra ad spend. Here’s how to display prices (for high conversion rates)

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Remarketing spend hit $16.4B in 2024… 3.5× more than UA. During peak season, 85% of iOS budgets went to remarketing. Marketers are doubling down on LTV. But many still see influencer marketing as purely upper funnel. That’s a mistake. In the campaigns I run, influencers don’t just drive installs, they: ✅ Reactivate past users ✅ Trigger second purchases ✅ Reinforce brand value when it matters most Influencers can supercharge remarketing by: - Creating custom content for audiences who clicked an influencer’s affiliate link but didn’t purchase - Running Instagram Story ads targeting users who engaged with a sponsored post but didn’t follow or buy For example: If an influencer shares a skincare launch and people click through but don’t check out, you can later retarget them with a carousel ad featuring a time-limited discount or a relatable testimonial, right when they’re more likely to convert. 📣 My take: Creators don’t just drive discovery, they reinforce intent. If your remarketing mix doesn’t include influencer content, you’re leaving results on the table. 📊 Want to see the full picture? Get the latest data on UA trends, iOS loyalty, and why remarketing now dominates eCom budgets. Read AppsFlyer’s full 2025 State of eCommerce App Marketing report here: https://lnkd.in/e7_6kSQC

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According to iBusiness, 84% of the top 100 SEO agencies in Germany offer GEO services. For 30% GEO is already a top focus area. For 7% GEO is the number 1 priority!

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The biggest mistake in acquisition today? Optimizing for the first conversion instead of the right customer. For many advertisers, campaigns are still judged by sign-ups, app installs, or first purchases. The problem is that these signals almost never predict which users will deliver long-term value. Often the only way to scale efficient acquisition is to optimize toward predictive LTV signals: proxies that identify high-value users early enough for platforms like Google and Meta to act. We’ve outlined a 5-step plan to help acquisition teams make this shift. Get the guide here: https://lnkd.in/dFASEjhB

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