We’re delighted to announce that Aira has recently been welcomed as a member of the HubSpot Partner Advisory Council (PAC).

This is an exciting achievement for the agency, as it not only recognises our commitment and engagement with the HubSpot Solutions Partner Program, but also gives us the opportunity to provide valuable feedback and play an active role in improving it.

The HubSpot Partner Advisory Council is a group of handpicked HubSpot agency partners that serve as a sounding board for HubSpot's product development and growth strategies. The council meets regularly to discuss new product features, offer feedback, and share best practices. Members are chosen based on their expertise and commitment to the HubSpot platform.

Aira has been a HubSpot partner for several years, and we have a proven track record of delivering results for our clients who use HubSpot as their CRM. As a member of the PAC, Aira will have access to exclusive training and resources, as well as the opportunity to shape the future of HubSpot.

Being a part of the HubSpot Partner Advisory Council will also give us a chance to network with other industry leaders and gain insights into best practices from other successful HubSpot partners. This will enable the agency to continue to develop and improve our strategies, as well as stay ahead of the curve.

Aira's acceptance into the 2023 HubSpot Partner Advisory Council is a great achievement and testament to our expertise in HubSpot marketing. We look forward to working with HubSpot and our fellow PAC members to deliver improvements to the platform and learn from each other.

Do you ever struggle to keep up with the pace of change in the digital marketing and tech space? That's no surprise, because it's rapid - but we've got you covered.

I'm Robin, Associate Director of Strategy and Innovation at Aira, and I've been wanting to share our thoughts on industry developments, new tech and what we've been working on.

We’ve got some interesting reading to share, a tool we’ve been using at Aira, and thoughts on some of the attribution updates in GA4.

What we’ve been reading

There’s a lot of interesting stuff flying around at the moment. As you might expect a lot of it is related to Machine Learning/GPT-type stuff. This is not going to be all-ML all the time, but this time around we’ll just relax into it and share a bunch of things on that topic.

'You Are Not a Parrot' - great article from Intelligencer about the difference between humans and tools like Chat GPT
Some people are bringing together lots of different LLMs (tools like Chat GPT) to perform more complex tasks. They are messy, cobbled together, and pretty imperfect, but Thomas Smith thinks that in that way they are kind of like the human brain
Some people think that we should stop training AI systems now, so they signed an open letter calling for a halt to all AI training
The OpenAI CEO confirming they are not working on GPT-5 and responding to that letter

What we’ve been doing

You may have seen an announcement from Paddy about Aira’s new approach to content distribution. It might seem like a big shift from the outside, particularly for people who have always known Aira’s Digital PR prowess, but it’s actually a continuation of something we’ve been doing internally for quite some time.
We shared a tool we’ve been using to generate Title Tags and Meta Descriptions to get past the initial “blank page” stage. That Twitter thread also includes some of Aira’s policies on the role of ML tools in our work.
Our Paid Media team bagged the UK Paid Media award for best use of Facebook and Instagram ads, and Holly Pierce, one of our Paid Media Consultants won a rising star award.

What we’ve been thinking - GA4 changes and attribution

On 6th April, Ginny Marvin (Google Ads liaison) announced that first-click, linear, position-based and time decay attribution models are being removed from Google Ads and GA4.

Unsurprisingly, this set off a fresh wave of consternation from marketers about having to rely on GA4 come July (seriously, if you haven’t got it set up by now, you need to get cracking).

It’s worth bearing in mind a couple things about this.

GA4 comes with auto BigQuery exports

You would have had to pay hundreds of thousands of pounds for this with UA. If you want, you can use that granular data to recreate your favourite attribution models for comparison.

I strongly recommend switching on the BigQuery exports if you haven’t already, if only because it’ll give you ongoing granular data access stretching back more than the 14 month limit that GA4 imposes. Even if you don’t think you’ll personally be digging into historic data that much, if you’re thinking of doing any impact modelling or forecasting in the future using tools like Prophet or Causal Impact, you’ll want 24 months worth of data at least.

As Google’s Ads Liaison points out, you can also use explorations to investigate user journeys

This isn’t quite the same as having a model baked in from the start that you can easily flick to and see how different channels are performing. You’ll have to dig to get your answers and, to be honest, I think that’s part of the point.

Google can’t have their free analytics tool eagerly disagreeing with their own ads

As we’re all keenly aware, attribution is almost never a straightforward conversation. For something so ‘mathsy’ there are a lot of opinions that fly around - and it’s only getting harder with cookie changes. On the one hand, cutting down support for models probably makes life easier for Google engineers/processing costs. On the other hand, it almost definitely reduces the scenarios where PPC teams are having their impact questioned by other teams or senior stakeholders who have been flicking between the models available in GA.

I don’t think it’s a coincidence that these models are being removed from Google Ads and GA4 at the same time. I also don’t think we need to be wearing too big a tinfoil hat to remark on the fact that the three models that are sticking around (Last Click, Ads-Preferred Last Click, and Data Driven) are either the easiest to measure, the most likely to make ads look good, or the hardest to pick apart.

So, maybe you’re thinking: ‘What should I do about attribution now?’

It may well not be the first time you’ve thought this, what with the aforementioned cookie stuff, Safari’s ever-tightening grip on tracking, growing ad blocker usage, GDPR etc. etc.

There’s also companies like Uber saying they turned off 80% of their ads and saw no impact, articles suggesting that attribution-based analytics is a scam, and a growing buzz from big tech companies like Facebook about how we need to stop “attributing” and start “modelling”.

As you can imagine, these questions and answers are very important to us at Aira. We’re not interested in how to make analytics numbers look good - our focus is business impact. So doing a bunch of activity that just takes credit for conversions that would have happened anyway is not the one.

The problem with user-tracking approaches

If you’re using tools like GA or ad pixels; click tracking, cookies, and fingerprinting all rely on following people every step of the way.

They assume that every conversion is due to something they have recorded (or some combination of things). Because they are so myopically focused on individual user journeys they are naturally bad at spotting broader patterns. They are less likely to pick up when conversions would happen anyway. So, they can split the numbers up for you and give you an idea of what’s working, but they can’t really give you an answer to the question “what did this get me that I wouldn’t have got anyway?”

The problem with maths-based approaches

Tools like Causal Impact, Robyn, and Uber Orbit look at historic data to try to gauge what the actual impact of activity is. Essentially - they try to understand the patterns of your business so well that they can say “when you changed x, shortly afterwards sales were higher than we’d expect, so we think x is responsible”. As a result - they need lots of data because of how well they need to understand those patterns to spot when something is unusual.

That means it can take a while to see what the true results of activity are. It’s pretty time-intensive to pull the data and it’s almost impossible to use these tools to inform granular decision making (like whether a headline is a good one to use).

The trick is to use both user-tracking and maths-based approaches, but for different things

Understandably, no one wants to run the risk of investing heavily in something that actually doesn’t have any impact, but at the same time we can’t spend all our time trying in vain to measure the value of small pieces of activity which we’re pretty sure are a good idea anyway.

Often the right answer with small-scale tactical stuff is relatively easy to spot. If we optimise a page and we start ranking better for our target keywords, that’s probably a good thing. If we start getting more traffic and that traffic is converting, that’s probably a good thing.

It’s usually the larger-scale decisions that are harder to validate. Should we be spending on brand advertising? Is top-of-funnel activity bringing us revenue further down the line?

We probably won’t change our attitude to top-of-funnel each week, but we could well be changing our headlines that fast. So, standard user-tracking probably gives us most of what we need for the small scale optimisations. Maybe we don’t have easy access to first-click models in GA any more, but we can probably use things like user signals to get an idea of if the traffic we’re bringing onto the site seems engaged. At the same time - we can try to measure our bigger investments, and strategies with some of the more maths-based approaches. When it comes to making decisions about bigger investments - we’re more likely to have long-term data, and more likely to have the time to do this kind of analysis. Aside from anything else, we’d be talking about a quarterly commitment rather than a daily one!

As ever, the last piece of the puzzle is for us all to accept that whatever measurement we choose it will almost always be wrong. While we can try our best to make it as accurate as possible, the goal is not to understand the ultimate ROI of every single small thing we do. We can put sensible measurements in place to avoid making silly decisions, but we’re always going to be doing a whole bunch of things at the same time anyway. If our whole plan relies on us just finding the one perfect change that will bring us business success, we’re already in trouble!

Thanks for reading

I hope you enjoyed this combined reading-list-and-ramble! We’re going to try to do more of these in future so if you particularly liked (or loathed) any parts of this please do let us know!

tl;dr: from June onwards, Aira will no longer be offering digital PR services to our clients and instead, will shift our value proposition closer to being a performance marketing agency. Unfortunately, this means that some of our amazing creative and digital PR team will be looking for new roles - please drop me an email if you are hiring and would like to chat with them.

What got us here, won’t get us there

Ever since hearing this phrase back in 2018 at a founders dinner, it’s really stuck with me. It made me understand that the journey a company takes will naturally evolve and change over time. The way you do things and what works at one point in time, may not work at another point in time. Sometimes, change is easy and sometimes, change is really, really hard.

Right now, it’s the latter. The core services that have gotten Aira to this point are not the ones that will get us to the next stage of our journey.

Our creative and digital PR services have been a core service of Aira since day one. We’ve delivered amazing campaigns for clients, grown their businesses as a result and shared our experience with the industry.

It’s now time for the next phase of Aira’s journey and unfortunately, that means that I’ve made the hard decision to remove our creative and digital PR services as of 1st June 2023. This means that five of our team will be leaving us and looking for new opportunities.

We’ve done our best to look after them financially, emotionally and in finding new opportunities. But there is no getting away from the fact that people who have worked hard for us and delivered great work are now losing their jobs.

If you are hiring creative and digital PR roles, please drop me an email and I’d be happy to introduce the team and open up conversations.

Does this mean that you don’t believe in links and digital PR anymore?

No, it doesn’t mean that. We’ve been delivering digital PR services and building links for clients since 2015 and I’ve been doing it since 2010. I still see a lot of value in it and would recommend companies such as Builtvisible and NeoMam who do a very good job of it. If I didn’t believe in it, we’d have stopped it long ago and I wouldn’t recommend it to businesses at all.

It just doesn’t fit with the direction that I now want to take Aira in. I’ll share more on what this direction looks like shortly.

Whilst very different services, we made similar decisions with web development and organic social media over the years when they didn't fit with the direction we wanted to go in.

Links can still drive rankings in competitive search results and we’re not blind to that. For Aira moving forward, links are almost certainly going to be built (either via outreach or naturally), but they won’t be the primary reason the content that we create exists. Because of this change of focus, we’ll be approaching the work in a different, more holistic way, one that we feel is a much better fit for Aira and our clients.

Did finances play a part in this decision?

Yes, it did. I won’t try to hide that.

Whilst Aira is financially sound, we had a tough end to 2022 and a slower start in 2023, particularly in the creative and digital PR team. We lost some clients for a variety of reasons and didn’t have the sales pipeline to replace them.

This led to some financial losses within the creative and digital PR team that we were prepared to carry, but looking ahead into the rest of 2023, these losses would mount up and given the current economic climate, we’re not able to confidently predict when those losses may turn around. We are fortunate to be in a strong enough financial position to carry losses in one team for a period of time, but it would be irresponsible of me to do that when we don’t know how long that period will last.

I’ve spoken with some close friends and colleagues who run other agencies and technology businesses, nearly all of them are finding things hard right now. If you are an agency founder, CEO or director and would like to talk about things, I can’t promise answers but I’m more than happy to listen because things are hard right now, so please get in touch.

Whilst finances did play a part, the change in direction is something that has been on my mind for a while now and this change has probably been accelerated as a result. At the same time, I’d rather this change have not come about in this way.

The direction we’re taking

The direction we’re taking isn’t completely new to us, but when you remove a service as big as creative and digital PR, it’s going to feel very different. Aira will feel different moving forward and I’m looking forward to that journey and seeing where our team can take us.

In summary, our core services will span:

SEO
Paid Media
Content Marketing
Marketing Automation

These services will be underpinned by our Client Services team.

We’ve created content for clients for many years and will continue to.

The key change we’ve made when it comes to content is that we’ll no longer be producing content primarily for the purpose of generating links. Our services have evolved over the years and we’ve been able to produce content that serves multiple purposes, but the focus and expectation from clients was nearly always the same - generate links. If a content piece generates lots of great traffic or even some conversions, but didn’t hit a link target, some clients wouldn’t have seen this as a win.

In some situations, we’d struggle to even get access to Google Analytics or Search Console to allow us to assess the impact of the links we’ve built. This doesn’t fit with the world that I want Aira to operate within which is neatly summarised by this snippet from our homepage:

“Aira grows your businesses with multi-channel digital marketing that's measured in sales and revenue.”

Instead of a focus on content that only generates links, we’re flipping things around and the focus of any content that we create moving forward will be to generate:

Traffic
Leads
Revenue

Yes, links are almost certainly going to be built (either via outreach or naturally), but they won’t be the primary reason that the content was created.

The reason we’re doing this is because we want to focus our efforts on producing content that does two core things:

It sits far closer to the bottom line commercial metrics of our clients.
It sits on the buyer’s journey of our clients' target audience.

This isn’t new for Aira. We’ve actually been quietly doing this for the last couple of years and our copywriting team works incredibly closely with our SEO team to produce content that drives traffic, leads and revenue.

We are going to do more of this. The results for clients are clear and we’re able to demonstrate our impact on their top and bottom line.

I’ll be writing and sharing more about this in the coming weeks and months. Right now, my focus is on supporting the team at Aira and making their transition to new roles as smooth as possible.

Why write about this?

Writing a blog post about removing a whole team and telling people that they no longer have jobs isn’t something that I’ve ever wanted to do.

I’ll be honest: a big part of me didn’t want to write this post. Agencies (and companies generally) make these types of changes all the time but don’t necessarily write about it.

But taking ownership of decisions is really, really important to me. Even more so since I became CEO of Aira last year and whilst this decision was discussed and debated within the board and leadership teams, it’s ultimately my call and I’m accountable for it.

Even more important to me is looking after our team and doing our best by them, even when this means making hard decisions that affect them. By writing about this openly, it’s far easier to help them find new roles and if this post can help just one of them find a dream role, it’s worth it.

Finally, to our team who are reading this and have been impacted - thank you for the great work you've done for clients and for understanding the new journey that we're embarking on. We wouldn't have gotten here without you and wish each of you the best for the future. For the rest of the Aira team, thank you for the support that you’ve shown over the last couple of weeks whilst we’re going through these changes and move forward in a new, exciting direction.

Three years after the outbreak of Covid-19, the way we think about work has changed forever. Following the shift to remote and hybrid working, companies had to quickly figure out how best to support a remote workforce, and this accelerating a shift to cloud based HR solutions, as demonstrated by ISG in their HR technology trends survey for 2021.

HR professionals and the C-suite are looking for HR SaaS solutions that can help them adapt to the new ways of working, whilst looking after employees and providing them with a frictionless experience when it comes to HR. The shift to remote and hybrid working has been welcomed by many people across industries, but it’s created challenges too. Around 20% of employees struggle with loneliness while working from home, while 67% say they feel less connected with colleagues.

The turmoil in the jobs market over the last few years that has boosted the search demand for HR software is significant, with the rapid development of AI tech starting to influence the recruitment process. Indeed, 92% of HR leaders are planning to increase use of AI as a solution for rising talent challenges.

However, very few providers are capitalising on this demand with an effective SEO and content strategy. Some are succeeding and taking a lion’s share of the traffic on offer, but still leaving money on the table for others to take.

Below, you can read our research into the HR SaaS market. Find out who’s winning and importantly, how you can claim more of the growing revenue on offer from an industry currently valued at $24billion and expected to reach over $35billion by 2030.

The tldr: who is winning, why, and how to beat them

Of the 25 firms that we researched, Gusto is winning in terms of the sheer volume of traffic that they are generating from organic search, particularly in the United States. They appear to be doing this via:

A large marketing team of over 50 people, many more than competitors
A relentless focus on producing content for their target audience
Very strong brand awareness via broad, popular keyword rankings
Excellent customer support content which also brings a lot of search traffic
Genuinely useful, free online tools and calculators for their target audience to use
Strong backing from a range of investors

How you can compete with them without hiring 50 marketers

Whilst hiring 50 marketers would help, it’s not something many of us are able to do overnight. Also, hiring lots of people will count for very little if you don’t have the right strategic approach in place. The good news is that you don’t have to do this in order to start grabbing hold of some of the opportunity to acquire more customers and grow your market share. You can do this by focusing and executing on a few key areas:

Connect the key features of your HR software with the pain points of your ideal customers, then map these features to a robust content strategy, backed by SEO data and insights.
Split your content strategy into targeting for customers who will use your software every day and customers who hold budget and influence over the decision making process.
Create unique tools for your target customers which go beyond day-to-day HR issues and capitalise on our changing world, such as tools for team wellness and remote working.
Connect your content strategy to marketing automation tools, utilising gated content for lead generation and nurturing for your sales team.
Leverage a thought leadership approach, backed up by industry reports and data to establish your credibility and brand awareness on relevant publishers.
Build relationships with key journalists and bloggers who write about HR software on a regular basis.

Or, just hire us and we’ll do all of this for you.

Now, let’s get into the details and show you why this is the right approach to grow your organic search traffic.

The organic search landscape

Using data from Ahrefs, we’re able to see who is the organic search market leader based on the volume of keywords that they rank for globally, combined with the estimated number of visitors they are getting from those keywords each month. Here is the top 10:

As we can see, Gusto is far and away the leader when it comes to the overall number of keywords that they are ranking for, plus the estimated amount of traffic that they are getting as a result. Let’s take a closer look at them and what they are getting right.

Gusto is generating most of their traffic from the US market which is one of the larger markets and it appears to be where they are most active. They also seem to have a large marketing team of over 50 people and they are producing a LOT of content via their blog and resource sections.

The marketing team is certainly doing a lot of things right when it comes to content. One example is their Resources section which includes things such as Business Planning calculators and Employer Tax calculators which HR professionals may use and bookmark. Placing your brand front of mind with HR professionals by providing something of value is a great way to build your brand via search and increase the likelihood of them becoming a future customer.

These tools and calculators appear to generate a decent amount of traffic whilst also attracting links to the domain with 405 linking domains to the /resources/ section alone. This means that they are not only attracting traffic, but they are also increasing the strength of their domain which in turn, will help attract more search traffic.

It’s also worth noting that they’re not the only ones enjoying success here. CharlieHR hasn’t scaled the idea as much as Gusto, but do have a holiday calculator and holiday pay calculator which ranks well and gets links. This approach seems to work well in this sector and whilst this can make it harder to stand out with such an approach, it is worth considering for a brand wanting to capitalise on what is working for others. With the current changing landscape, HR software firms need to be asking themselves how they can provide valuable tools that can help with hot topics such as remote working and employee wellness.

Gusto also has an extensive blog section which alone generates a huge chunk of their traffic and, given that they rank for over 200k keywords (far more than competitors) we can safely assume that they get a lot of long-tail traffic too.

Alongside these sections, they have a very detailed support subdomain that ranks for over 30k keywords on its own - this appears almost by accident because many keywords are similar to those they rank for on the blog.

Whilst they are doing a lot of things right, a byproduct of their success appears to be that they are generating a lot of traffic which may not be leading to potential customers. For example, some of their most popular keywords in terms of traffic generation are:

[gross pay]
[pay stub]
[what is net pay]

These keywords are related to what Gusto provides but if we assume that their target market is business leaders and those who work in HR, these people are unlikely to be Googling these types of words.

Therefore, they are probably generating a lot of traffic which isn’t necessarily leading to conversions or customers. This isn’t to say that they are actively doing things wrong here, but when it comes to analysing their success, we need to bear in mind that a lot of their traffic may not be the traffic that you’d also like to target.

Aside from Gusto, we can see that BambooHR is second in our list of HR SaaS companies winning with their SEO strategy. BambooHR has closed the gap significantly on Gusto in the last few years, and now receives just ~14% less traffic than Gusto receives (still mostly US focused). Like Gusto, they are doing a good job with content production.

Their blog generates a lot of traffic and they have smartly created a glossary section that not only attracts traffic but also generates links. They seem to suffer from a similar problem to Gusto here in that the glossary will generate a lot of traffic but much of this traffic isn’t likely to be decision-makers in the HR or business leadership world.

Another area where BambooHR performs well is their webinars, which are run regularly and touch upon trending topics that are likely to appear to their target audience. They are also allowing previously run webinars to be accessed on-demand, and gating them to ensure they continue to generate leads. Many webinars are in partnership with related, non-competing companies which almost certainly gives each webinar more reach to a relevant audience.

Alongside webinars, BambooHR has a range of other gated content. Not only is this content generating leads, but some of these pages also rank well in organic search.

For example, thanks to its range of resources, BambooHR are ranking on page 1 in the US for the following keywords:

[compensation trends 2022]
[experience report]
[rethink recruitment]
[work from home expectation vs reality]

Whilst these keywords do not have lots of search volume, they are likely to be used by HR professionals who may become customers for BambooHR.

The organic keyword landscape

Whilst a relatively niche sector, keyword search volume in the UK and the US is pretty substantial. Our research showed that even if we just take the top ten most searched for keywords, the total number of searches per month is over 4,000 in the UK and nearly 12,000 in the US:

This is just for a small sample of ten keywords which shows the sheer size of the opportunity available to companies who are able to take advantage and get their SEO strategy and execution right.

The advantage of keywords like the ones above is that the intent behind them is very, very clear. Someone conducting a search for [HR software] is likely to be researching their options for trialling and onboarding HR software. Contrast this with the keywords we discussed earlier such as [gross pay] and [pay stub] that Gusto are ranking for and we can see a clear difference with intent.

The value of these keywords

We can understand more about the importance of targeting these keywords from an organic search perspective if we look at how much it would cost you per click to get traffic using Google Ads:

We can see that we could be paying up to £69 per click to get traffic for these high commercial intent keywords.

Here is how the picture looks for the top keywords in the US:

Here, you could be looking at paying up to $210 per click for these types of keywords.

Whilst paid media should be part of every brand’s digital marketing strategy, this shows the need to not be overly reliant on paid traffic and that organic search needs to share the load. Not to mention that as the market becomes more competitive, the costs for paid traffic are likely to increase every year. Indeed, the US CPC has increased by almost 300% in less than two years.

Who is winning with these keywords?

In terms of who is winning SEO if we focus on just keywords with a high level of commercial intent, this is how the list looks when we checked the rankings for over 200 keywords:

What you’ll notice here is that very few of the companies who are getting the most traffic overall, such as Gusto, perform as well when it comes to high commercial intent keywords. This presents an opportunity, but not the only opportunity. This data also reveals another element that needs to be part of your SEO strategy - publishers.

This list includes publishers who have written content on the topic of HR software—including these articles from PC Mag and Tech Radar—as well as comparison sites like SoftwareAdvice.co.uk, TechnologyAdvice.com and Capterra.co.uk.

This tells us that Google wants to show a mix of software providers and publishers on page 1, meaning that sometimes, users are looking for different types of results. In terms of SEO strategy, this opens up another avenue for us to grow our business. Not only should we try to rank directly for these types of high commercial intent keywords, but we should also build relationships with publishers who produce content related to our product.

The paid media landscape

So far we’ve looked at what HR SaaS companies are doing with organic search, but what about paid media? Organic traffic is great—after all, it’s “free”—but, as we touched on earlier, a lot of these companies are ranking for terms that might not be quite right in terms of search intent. An effective paid media strategy should get your brand and value proposition in front of the right people.

How much are HR SaaS leaders spending?

Gusto might be winning on the organic search battlefield, but the picture is different when we look at Google Ads—at least, they’re not competing as hard.

While Gusto were ahead on total HR software-related ranking keywords, and organic traffic, they’re a long way off the biggest Google Ads spenders in this space.

Let’s take a snapshot of this by looking at the activity around search terms related to ‘hr software’ in December 2022. The below table shows the five biggest US Google Ads spenders compared to Gusto.

Clearly, Gusto has a much smaller budget than the likes of IBM, Zoho and Sage, but they’ve clearly prioritised what to bid on. According to Semrush, Gusto was bidding on just six keywords in December 2022, but those keywords yielded an average of ~1,000 sessions each. By comparison, IBM’s keywords are yielding an average of just ~10 sessions each.

We were a bit surprised to see IBM appear at the top of the list for Google Ads spend. After all, the American corporation is known for hardware and IT software, not HR solutions.

The landing page IBM is sending people to is for IBM Watson Orchestrate, a ‘personal digital worker’ (which they’re also referring to as ‘digeys’) designed to provide HR, sales and operations professionals with their own interactive AI to help with mundane and mission-critical tasks. It’s not really a competitor to the other companies we’ve reviewed, but it’s interesting to note they’re spending on what appears to be very top of funnel keyword terms tangentially-related to the product.

Interestingly, of the 10 HR SaaS companies performing best for organic, only three appeared in our paid media report for December 2022 in the US (BambooHR, Culture Amp and 15five), while just two appeared in the UK report (Employment Hero and Culture Amp). Are the organic HR SaaS leaders choosing to rely on that organic traffic, rather than commit budget to Google Ads? Unless their organic traffic is converting at a high rate, this could be a missed opportunity.

What content is being promoted?

Let’s take a closer look at where this Google Ads traffic is actually being sent, as well as what content is being promoted on social media.

Google Ads

Below shows a selection of the advertisers bidding on the search term ‘hr software’ in the UK:

Unsurprisingly, given the intent of the search term, the ads here are directly promoting the software. As such, all four ads lead to landing pages detailing the specific features of the platforms, as well as offering software demos.

Facebook

Gusto is also currently running ads on Facebook. From what we can see in Gusto’s Facebook Ads Library, all of these ads are bottom of the funnel:

It’s possible that these are remarketing ads only being shown to previous website visitors, but regardless, Gusto are potentially missing a bit of an opportunity here. Social media marketing is often at its best when brands provide valuable and engaging content to their target market, and exclusively running BoFu ads isn’t taking full advantage of this.

Like Gusto, BambooHR is running some BoFu ads, promoting the platform’s free trial. However, BambooHR is also running ads to gated content:

Although we’re unable to see the results of these ads, it’s important to include ToFu and MoFu content in the mix to avoid alienating a social media audience with sales messaging.

If your organisation is following in Gusto’s footsteps and simply pushing a sales message on Facebook, it might be time to consider promoting content that’s going to offer value too.

On LinkedIn at least, Gusto are mixing up its ads with some value-led content:

On the face of it, this seems to be a more holistic mix than what they’re offering on Facebook, but it’s important to note we’re making some assumptions based on what we know about best practice.

How to win if you’re a HR SaaS company

Let’s bring all of this together and look at what you need to do to acquire more customers via search and ultimately grow your market share.

At the moment, there is no one in the UK who is doing anywhere near the level of activity that we can see from Gusto. There is an opportunity for someone to use a similar approach, leveraging their own USPs and digital expertise to grow their share of organic search traffic.

The picture is a little different in North America, where the likes of Workday and Zenefits are putting a lot of effort into their content output, while the Germany-based Personio are doing the business in Europe, but there’s a big opportunity in UK market for a company to become the leader in the same way Gusto and others are doing. Here is how to do it without hiring 50 marketers like Gusto has.

Content strategy

You’re fortunate to be working in an industry that thrives on great content. HR professionals work with people and are often passionate about doing a great job, meaning that they are almost always looking for ways to learn and do a better job. The SaaS companies who are winning are ones who produce content that ties directly to:

Customer pain points and problems
Different buyer types within your target customer list, such as user buyers (those who use your software every day) and economic buyers (those who sign off budget and renewals). Hit those economic buyers with content that demonstrates the value of your software to their organisation.
The customer journey from awareness of their need, right through to considering their options and finally, making a decision - you need content and landing pages across the entire journey

This should lead you to a core set of ideas and topics that you can produce, driving KPIs across your business:

Organic search traffic
Leads for your sales team
Brand awareness
Industry credibility and authority

There are other parts of the puzzle that will ensure more than just organic search traffic.

SEO strategy

Producing content is only the first step in a successful strategy. This content needs to be supported by SEO data, research and insights so that what you end up with is likely to rank well and bring the kind of results that your writing deserves. Every piece of content that you produce should be briefed by an experienced SEO who will advise on things such as:

Which keywords to focus on and include in your content
How to make use of structured data to help your content stand out in search results
What internal links to your key features and related content should be included
How to make the best use of headings and subheadings
Guidelines on what ranks already and how to replicate what is working for them

This isn’t designed to get in the way of your creative writing and expertise—it’s designed to ensure that as many people as possible see your content and that your time doesn’t go to waste whilst your content disappears into the myriad of other content that is produced every day.

Lead generation and nurturing

Once you have visitors coming to your website, you need to ensure that you give yourself the best chance possible to convert them into customers. There are a number of ways to do this and one of the most scalable and efficient ways to do it is to use a CRM and Marketing Automation tool such as HubSpot which will allow you to:

Drive visitors to leave their details by giving them something of value, such as advanced content, an eBook, a tool or a webinar.
Customising the calls-to-action that a visitor sees based on where they have come from and what content they have viewed before.
Scale and automate your email activity, sending relevant content and messages to your list whilst you’re working on something else (this is where you can act like a company with 50 marketers!)
Track how many people visit your product pages after landing on a piece of content.

This, combined with a solid SEO strategy, will ensure that your content strategy adds real value to your business and moves far beyond “blogging”.

Promotion strategy

Finally, the missing piece of this is the requirement to tell the world about what you’re doing and build relationships with industry contacts who will be able to help you. This can take many forms, with the most effective methods for a HR SaaS company being:

Find the publishers who regularly write about and review HR software (we’ve found a bunch for you already above) and start to build relationships with their writers.
Take hero content pieces and promote them to industry publications and start to establish yourselves as a source of industry data and insights.
Have an “always-on” approach to digital PR and watch for opportunities to comment on mainstream and industry news related to people and the workplace.

The combination of these approaches will help you achieve growth within your target market, whilst scaling your marketing without the need for huge headcounts by hitting the sweet spot between focusing on growth opportunities and automation.

An increasing number of organisations are adopting an account-based marketing approach. In fact, 70% of companies surveyed as part of HubSpot’s 2022 State of Marketing Trends Report reported using ABM as a marketing strategy.

Okay, so it’s popular—but why?

In this article we’ll take a look at seven key benefits of account-based marketing but, before we get to that, we think it’s key to ask if ABM is right for everyone.

Is ABM right for everyone?

Whenever a marketing strategy starts getting a lot of attention it’s easy to fall into the trap of thinking you need to jump on it. After all, you don’t want to be missing an opportunity.

However, ABM is not right for every type of organisation—so, who is it right for?

First of all, ABM is a B2B marketing strategy. So, if you’re selling to consumers, you don’t need to carry on reading this…

Okay, B2Bs—it should just be us now.

However, ABM is still more relevant to some of you than others. Below is how ABM compares with outbound and inbound marketing:

As you can see, it’s a strategy that’s best suited to longer and more considered sales cycles, particularly when the product or service offerings are higher in value. ABM requires a lot of time investment, so the potential ROI needs to make those efforts worthwhile.

It also needs to be possible to identify target accounts. You’ll need to figure out your ideal customer profile (ICP), as well as the key buyer personas and decision makers you need to get in front of.

7 benefits of ABM

Still think account-based marketing is right for your organisation? Let’s take a look at seven benefits of adopting an ABM marketing approach.

Align your sales and marketing teams
Create more engaging content
Increase your chances of closing bigger deals
Quality not quantity
Upsell and cross-sell your highest value accounts
Involve all key decision makers from the start
Easier to measure results

1. Align your sales and marketing teams

When lead generation is targeted around volume it’s easy for sales and marketing to become adversarial. Sales complains that marketing isn't sending them high quality leads. Marketing’s response is that sales simply isn’t converting the leads they’re sending them.

ABM helps bring sales and marketing together by flipping the marketing funnel on its head.

Instead of focusing on content campaigns and specific channels, ABM shifts the focus towards being audience first. It’s your target accounts—which both teams agree on—that will lead your marketing and sales efforts.

2. Create more engaging content

When we’re targeting broad buyer personas we lose a certain amount of engagement. After all, people love personalised content.

ABM allows you to create marketing messaging that’s personalised to specific industries, companies and even roles within your target accounts.

Think about it.

You’re far more likely to engage with a piece of content—whether that’s an eBook or an outreach email—if it’s tailored to your specific challenges. In fact, 73% of companies that adopted an ABM approach have seen improvements in engagement.

3. Increase your chances of closing bigger deals

Closing deals is great. Closing big deals is even better.

However, it’s hard to close those high value deals with the same marketing messaging and tactics you use for everyone else. You won’t be able to maximise your brand’s relevance among those high value accounts without personalisation of marketing and sales collateral, and the communication and service/product information you share—and low relevance means it’s unlikely to close a big deal.

A survey of ABM marketers found that 91% reported their ABM accounts had bigger deal sizes than non-ABM accounts, while 25% reported deal sizes at least 50% larger.

4. Quality not quantity

You can generate hundreds of MQLs with your marketing, but if those MQLs don’t progress through the sales funnel it’s a pointless endeavour.

According to Gleanster Research, only 25% of MQLs are typically of a high enough quality to immediately advance to sales. What’s more, costs-per-lead are rising across most industries.

ABM prioritises quality over quantity.

Your target accounts list will be carefully curated to ensure every organisation on that list fits your ICP. There’s no need to spend time qualifying bad-fit leads or picking up the phone only to find out your services are far outside of their budget.

5. Upsell and cross-sell your highest value accounts

Account-based marketing makes it easier to land and expand those larger value deals, with companies leveraging ABM for their marketing generating 208% more revenue, increasing retention and facilitating customer expansion, with 84% reporting this.

Treating your customers as what they are—unique people and organisations with specific goals and challenges—rather than one of many, doesn’t just make them feel more supported, but also helps to ensure they get the most value from your products or services.

6. Involve all key decision makers from the start

On average, a company’s purchasing decision process involves more than five different stakeholders. With this in mind, involving multiple decision makers from an early stage is so important.

With an ABM approach, part of the process for prospecting target accounts involves identifying all of the key stakeholders within an organisation, rather than focusing all your efforts on the primary contact who first gets in touch with you directly or engages with marketing material.

7. Easier to measure results

With broad reach, non-ABM marketing it can be difficult to attribute revenue back to your marketing efforts. If you close an inbound lead that got in touch via a contact form you don’t necessarily know if they’ve been touched by previous marketing campaigns.

By contrast, account-based marketing defines your target accounts first. When you close a deal with an organisation on that list, you can directly attribute that revenue back to your ABM efforts.

Ready to find out more about what an account-based marketing approach can do for you? Get in touch with our team today.

We’re delighted to announce that Aira won the Best Use of Facebook/Instagram Ads at the 2023 UK Paid Media Awards—while there was also recognition for one of our brightest talents.

We successfully fought off competition from some incredible agencies running great paid media campaigns, including Anicca Digital, Loud Mouth Media and s360, so it’s testament to the hard work of our team that we secured this win.

Our unique approach of blending creative and data strategy with use of first party data & robust testing allowed us to scale profitably across the client’s 35 locations, while we were also able to drive £2.5 million in revenue with a ROAS of 9.5, exceeding their target.

As well as winning this award, Paid Media Strategist Holly Pierce was recognised with a Silver Award in the Rising Star category.

Holly has gone from an Intern with no experience to consulting the CMO of a multi-billion dollar company on their digital marketing strategy in just over two years (six months of which were on furlough). This meteoric rise is all thanks to her willingness to learn and adapt, as well as her perseverance in providing value to her clients, and we’re delighted her success has been recognised by the judges.

Additionally, Aira was also nominated in six other categories, including Large Paid Media Agency of the Year, Paid Search Campaign of the Year and Paid Social Campaign of the Year. Paid Media Consultant Lauren Bell had also been nominated alongside Holly in the Rising Star category.

We’re adding these victories to our previous award wins at the 2021 and 2019 UK Search Awards, as well as the 2019 UK Content Awards.

Paddy Moogan, Aira’s CEO, said:

“Winning this award is a fantastic achievement and recognition of the great work carried out by our paid media team every single day. The paid media team is going from strength to strength, and I’m sure this will not be the last award they win at the UK Paid Media Awards.

“We’re also incredibly proud of Holly Pierce for earning the Silver Award in the Rising Star category. This recognition is just-reward for her dedication, perseverance and hard work since joining Aira in 2020.

“We can’t wait to see what Holly achieves next in her career.”

Aira is delighted to announce that we’ve achieved the HubSpot Onboarding Accreditation.

This is well-deserved and hard-earned recognition for the work we’ve done onboarding mid-market and enterprise-level clients into the HubSpot ecosystem. We’d like to extend a massive thank you to all the customers that have worked with us on these projects, as well as the Aira team members responsible for executing such high quality work.

*cue graduation music*

What is the HubSpot Onboarding Accreditation?

The HubSpot Onboarding Accreditation recognises experience and expertise in onboarding enterprise-level HubSpot customers.

Earning this accreditation validates Aira’s skills and strategic experience in successfully onboarding large enterprise customers onto HubSpot. This requires product-specific knowledge, project and stakeholder management, change management and professionalism throughout the sales and discovery process.

“Through this rigorous process, you’ve proven your team’s skill in onboarding. We’re excited to expand our partnership with you as you support our top-tier customers.”
The HubSpot Accreditations Team

Looking for HubSpot onboarding support?

If your organisation is looking to make the switch from your existing CRM or marketing platform to HubSpot, or if you’d like to upgrade your HubSpot tech stack and get the most from the additional functionality, look no further than Aira.

Receiving this accreditation is recognition of our ability to successfully execute these projects. However, if you’d like to see more proof of our expertise, check out how we successfully migrated leading facilities management and professional services company Mitie from Pardot to HubSpot’s Marketing Hub, and take a look at our 5-star HubSpot onboarding reviews.

Having selected HubSpot as our new marketing automation platform, the right choice of implementation partner was critical to a rapid and successful implementation. Aira stood out, not only as a team that really understood the product but also our challenges, aspirations, and culture.

The COVID-19 lockdown started just before we were due to commence the implementation project, but Aira reacted quickly and we started on time and continued throughout making full use of video calls and online collaboration tools. We switched product training to online and were able to deliver all aspects of the project on time and to budget.

We needed an agency that could help with IT, analytics, reporting, configuration and getting our first campaigns out of the door. Within six weeks we had campaigns running, including social posts, emails, landing pages and auto-response emails.

I’m delighted we chose Aira as our implementation partner. During a very challenging period they worked tirelessly to build and configure our HubSpot platform, allowing our strategic marketing team to accelerate and multiply activity to support the business.

Michael Bolton

Head of Marketing, Mitie

You can download our full Credentials Deck below, or simply get in touch to start a conversation.

It’s possible you’ve heard about account-based marketing (ABM) by now, because it’s getting a lot of attention in the world of B2B marketing.

“ABM offers organisations a much greater return on their investment compared with traditional digital marketing!”

“ABM starts more conversations and closes more deals!”

“ABM flips the B2B sales and marketing funnel on its head!”

Sounds pretty great, doesn’t it?

Of course, at this stage you might be asking yourself a valid question: “What the hell is account-based marketing?”

Account-based marketing definition

Account-based marketing (ABM) is a strategic approach to B2B marketing in which marketing and sales teams target ‘best-fit’ prospects. This involves creating targeted messaging that speaks directly to the goals and objectives of the companies — and those companies’ stakeholders — you want to turn into customers.

This differs from traditional digital marketing where you target generalised buyer personas with broader messaging.

ABM tactics can also be used for marketing to existing customers to encourage upselling and cross-selling, ensuring you generate the most value from your accounts.

Check out the below table to see how ABM compares with Outbound and Inbound marketing.

Which industries are Account-based Marketing campaigns most suited to?

Account-based marketing is a strategic marketing approach that works exclusively for B2B industries, but does it work for all B2B organisations?

Although there’s no specific B2B industry that ABM is best suited to, it does work for some types of companies better than others.

Companies that are solving problems for their customers

All products and services solve a challenge for an individual or organisation, but the solutions for some problems aren’t as obvious as others, and require a bit of education.

Whether your target accounts have industry-specific, role-specific or business-growth challenges, ABM campaigns are ideal for situations where stakeholders need to be educated on the benefits of your solution. This is because you’ve already identified their main challenges during the prospecting phase, and created tailored content around solving them.

You’re working with larger deal sizes

ABM requires a significant investment of time and resources to be effective, and this means you need to see a high ROI.

If your products are priced below £100 for example, it’s unlikely an ABM campaign is going to generate enough revenue to be profitable. After all, you’re creating tailored content for specific target accounts, and this isn’t something you can do quickly or at scale.

You’re working with longer sales cycles

Following on from the deal size point, ABM campaigns are also better suited to products or services that require longer sales cycles.

If all it takes is a single advert and landing page to generate a sale you don’t need to spend time creating personalised content.

Your buyers have multiple stakeholders

ABM is typically a good fit for B2B companies that have multiple stakeholders involved in any purchase decision. For example, if you’re selling a comprehensive software solution you might be targeting the IT Director, the CFO and the CEO all with different messages.

It’s very difficult to target all of these people effectively with a single message, but with an ABM approach you can create tailored messaging for each stakeholder that’s specific to their unique challenges.

How to effectively implement ABM

There are five key steps for effectively implementing account-based marketing:

Step 1: Define your strategic accounts

Here at Aira, we have a few predefined buyer personas. However, these are not examples of strategic accounts.

Instead of defining types of people that make up your target audience, you need to define specific types of companies — your ideal customer profile.

Your ideal customer profile should represent the accounts that generate the most revenue for your business, as well as other desirable criteria. The completed profile(s) will typically include elements such as annual turnover, company size, industry and location, and will rely on both qualitative and quantitative research.

Step 2: Identify your target accounts

Once you’ve defined your ideal customer profile you need to create a long list of target accounts that fit this profile, before digging deeper into these companies to identify factors such as:

Who are the key decision makers at these accounts?
What does the decision making process look like?
Do they already have a supplier/provider for the products or services you offer?

At this stage, you’ll also want to think about the type of ABM campaigns you’ll be executing. There are three types of account-based marketing approaches:

One-to-one, (sometimes known as Strategic ABM)
One-to-few, (sometimes known as ABM Lite)
One-to-many, (sometimes known as Programmatic ABM)

One-to-one

One-to-one ABM is typically focused on less than 10 accounts, with hyper-targeted and highly customised messaging that is solely relevant to that business and that business alone.

One-to-few

One-to-few is an approach suitable for anywhere between 10 and 50 accounts, where content is still personlised, but can be reproduced and tweaked slightly for its intended recipient, assuming the accounts have similar challenges and objectives.

One-to-many

One-to-many is designed for an entire group of accounts (50-1000) and involves targeting a wider audience with content that isn’t as personalised, but still more tailored than ‘broad reach’ marketing.

The content collateral required for these campaigns is typically repurposed, rather than created specifically for certain accounts.

Step 3: Create personalised campaigns

Now you know who your target accounts are and what makes them tick, you can start creating content and messaging that’s personalised to those target accounts and the stakeholders you need to get in front of.

To create ABM content that’s going to be effective you need to align marketing and sales teams. Your sales teams will be heavily involved in making sure your ABM campaigns are a success, so they need to be bought into the messaging they’re going to be using when reaching out to prospects.

During step two you’ll have identified which channels are best for reaching the key stakeholders at your target accounts, and this will also be a factor when creating these marketing campaigns.

Step 4: Execute your ABM campaign

When executing traditional digital campaigns it’s all about maximising (relevant) reach, increasing traffic and generating inbound leads. This can lead to a bit of a more-is-more approach to frequency of content.

However, keep in mind that ABM is a much more targeted approach. Make sure you don’t bombard your target accounts with repeated messages across multiple channels, or overdo it remarketing on specific channels.

Also remember that you’re not just targeting one or two buyer personas at your target organisations, but multiple key stakeholders within the organisation — so bear this in mind when setting up your targeting.

Step 5: Measure the results

As with all marketing campaigns, make sure you constantly measure the results of your ABM campaigns and optimise appropriately.

Measuring the success of ABM campaigns isn’t exactly the same as traditional digital marketing campaigns. After all, you don’t necessarily care about impression numbers, web page visits or total form submissions.

Instead, consider the following:

Are the key stakeholders positively engaging with the personalised content you’re creating?
Are these stakeholders progressing down the funnel following engagement with the content?
Is the target account becoming more engaged with your brand as a whole?
Has the campaign generated direct or influenced revenue?

Note that the nature of ABM campaigns makes it hard to run effective A/B, multivariate or other tests, because the content should be tailored to each target account. However, that doesn’t mean you can’t identify what marketing assets are working or not working and iterate based on those results.

Implementing an ABM approach can deliver more sales and increase revenue, but it’s not right for every organisation. If you’re not sure whether or not to take the ABM plunge, drop us a message here, or feel free to give us a call. We’ll be honest with you about whether or not it’s the right strategy for your business and what you want to achieve, and advise on what you should be doing.

In October Aira’s copy team found ourselves in a dimly-lit basement, somewhere in Brighton. The space was filled with tables strewn with ink-scrawled notebooks and endless cups of coffee.

It was also filled with people like us! A veritable cabal of copywriters; an anthology of authors; a cavalcade of creatives … OK I’ll stop. But many of us don’t get out much, so it was strange, but nice, to be faced with 200 of our fellow professionals in a basement comedy club on the Sussex coast. This was the 2022 edition of CopyCon - the conference for copywriters.

There followed a day of insightful and inspiring talks, and here we’ve put together a list of our five key takeaways, covering everything from how being idle can help us achieve more, all the way through to what fonts taste like.

1. We can afford to be idle (sometimes)

Okay, well maybe not lazy per se, but in the opening talk of the event Andrew Boulton highlighted that Albert Einstein (well, maybe Einstein, says Andrew) said ‘Not much happens until something moves.’ However, Andrew shared his own philosophy: ‘Not much happens if everything is moving.’

With that in mind, Andrew said we need to know when to slow things down and be a little more idle. He stressed the importance of planning idle time into your working day to allow your mind to process whatever problem it’s dealing with and offer the best solution.

If we’re always on the go it leaves us little time to flex our creative muscles and try something new. Or, as Andrew put it, ‘Idleness is the act of preserving and nourishing your creativity.’ So if you want to create something great, don’t rush headfirst into the work. Of course deadlines will always be a thing, but give yourself a little time to reflect and see what happens.

2. Standout copywriters are known for ONE thing

A ‘Jack of all trades, master of none,’ approach to being a copywriter can do more harm than good, said our next speaker. Expanding, Diane Wiredu said that copywriters who focus on one thing - and do that one thing very well - are likely to establish themselves as the go-to writer for their niche, which can often be more lucrative than being a bit of a creative dilettante.

If you’re a writer - or you want to be - owning your own style, voice and personality should help ‘cut the fluff’ and find the best project partnerships for you and your clients.

3. All fonts taste different

Author and typographer (to Heston Blumenthal, among others) Sarah Hyndman had the CopyCon audience tasting drinks while listening to various pieces of music to observe how the drinks changed flavour. She explained that different fonts used on vinyl records can convey different meanings to the listener too, but that these meanings can vary depending on one’s experiences and interpretations.

While it didn’t work on everyone, the majority of the room (and two thirds of the Aira contingent) registered a change in the taste of their drink. And the same rule applies to fonts and typefaces, Sarah explained. Each variation conveys a message to the reader, so rather than just leaning on Times New Roman or Arial, consider what the aesthetic of your words is saying.

4. Creativity is a powerful tool that can be used for good and evil

Artist and speaker Steve Chapman used a (cheap, he admitted) bingo machine to decide which of his real-life stories he’d tell the audience, and not one of them disappointed.

Steve has used his art and the power of the internet to put lost cat posters around the world, launch a podcast featuring nothing but silence, and create an art installation that delighted Londoners until one day it mysteriously disappeared (or the council took it).

There was a central theme that connected each of Steve’s incredible, funny and even moving stories - that with creativity and ambition, you can delight audiences who will want to share your message. So in terms of copywriting, is there a more interesting, creative, striking or funny way to get your message across? Coz people like that stuff.

5. Don’t be normal

The final talk of the event was from author and marketer Amy Kean, who has declared war on being normal. Amy highlighted how humans want to be considered normal because they want to fit in and be ‘morally correct’. However, by being creative and unique, you’re far more likely to engage an audience. For example, if you have a blog post to write about flowers - why not write a poem, or a love letter? Something that stands out, goes against the norm and surprises the reader.

By trying new things it allows us to grow, and when we grow we get better. Amy ended by quoting Alain de Botton, who said, ‘Anyone who isn’t embarrassed of who they were last year probably isn’t learning enough.’

So, what was the single biggest takeaway the Aira copywriting team got from CopyCon 2022? In short, creativity matters, as does taking the time to nurture it.

When it comes to copy, we spend a lot of time writing things that fit an established style and format. However, in order to draw in a reader and have them engage with a call to action, we have to be brave, bold and creative.

Got any tips for working creatively every day? Need support on a copywriting project? Get in touch for a chat today.

Image courtesy of ProCopywriters - thanks!

Thank you to everyone who attended my SearchLove presentation and allowed me to share my thoughts on the future of link building. This follows on from my MozCon talk which you can find here. I've started to refine and adapt some of my thinking on the topic and should thank Robin Lord and Shannon McGuirk for their help here, along with Hannah Smith and Will Critchlow who all gave me great feedback and support.

Here are the slides from my talk which include an overlay of notes for each slide too:

I also promised a takeaway in the form of some questions that you can ask new clients or stakeholders when seeking to understand blockers to you effectively delivering link building.

You can grab a copy of those questions here.

Want to chat about link building for your brand? You can drop me a message here or download our credentials deck below.