Imagine this…
You’re thinking about your 2023 growth goals.
Right now most of your customers find you through paid social media ads. You’ve spent months optimizing your ads and your ROAS is good.
But with talks of economic downturn, you don’t want to be totally reliant on ads. It’s time to diversify a bit and add a new, less costly acquisition channel.
The goal is to amplify traffic to your website from search engines.
You do the math and realize that if you can increase traffic by 2% – based on your current page conversion rate – it’ll lead to almost $35,000 in sales.
Here’s the thing: you’re new to SEO.
You could just hire an agency to do the work for you, but that’s expensive. Plus, you’d like to build this skill yourself as it will make you even more valuable to your company.
As you do a bit of research about blogging for business, you learn that the first step is auditing your current site so you know what needs to be improved.
Luckily, there’s a free tool that will analyze your website’s SEO health and show you which keywords are already bringing you traffic.
You open up a new tab, type the website name, and hit enter.
Which website did you just navigate to?
In today’s special edition of Why We Buy, we’re analyzing a well-known company to see how they use buyer psychology principles in their business.
This week, we’re diving into Ahrefs.
Let’s get into it.
“Top Marketing Newsletters You Need to Subscribe To”
A Look Inside Ahrefs 🤑
Imagine creating an SEO platform back in 2011.
We think our families don’t understand what we do as business owners and marketers these days.
Imagine explaining SEO at the dinner table nearly 12 years ago.
Ahrefs has grown to become one of the most notable SEO platforms available and is used by marketers at Facebook, Uber, LinkedIn, Expedia, Shopify, Expedia, and more.
But small and medium-sized businesses choose Ahrefs’ too to help with keyword research, monitoring their keyword rankings, and optimizing their website to earn more free traffic.
Ahrefs was one of the first SEO tools, but that doesn’t always mean success is inevitable.
Sometimes the companies that start out on top accidentally fade themselves into the background by failing to keep up with the times (like Blockbuster and Sears).
Not Ahrefs. They’ve held their ground as the top SEO platform for marketers by keeping tabs on their buyers’ changing needs.
Today, their crawler processes 8 billion website pages a day.
Check out the buyer psychology strategies that have helped Ahrefs stay the #1 name in SEO…for nearly 12 years.
How Ahrefs Uses Buyer Psychology 🧠
For the past decade, Ahrefs has built confidence in its brand and maintained its position in the SEO industry.
But, how are they ACTUALLY doing it?
By keeping their buyers top-of-mind through these strategic buyer psychology strategies.
Social Proof
Ahrefs proudly supports some of the biggest brands in the world. And strategically, they make sure to highlight this on their homepage. New buyers only need a few scrolls through their landing page to see the brands that trust Ahrefs with their SEO needs.
eBay, TripAdvisor, the Huffington Post?! If these brands are happy with Ahrefs SEO features… you can feel like your SEO needs will be met.
Ahrefs also includes the number of accounts that were created in the last 7 days for further social proof. Seeing that almost 13,000 people signed up for Ahrefs THIS WEEK makes buyers feel like they’ve found the best tool on the market.
Labour Illusion
On the Our Data page – which is prominently displayed in the main site navigation – Ahrefs goes deep on how their product works to show you why it’s such a great option.
They refrain from telling you how great Ahrefs is and instead focus on showing you the hard work their platform puts into creating your data.
On their pricing page, they say, “We’ve been crawling the entire web 24/7 since 2010, indexing and structuring petabytes of information. Get access to these insights with an Ahrefs subscription and use them to improve your business.”
It’s hard for newer tools to compare to that level of indexing. By showcasing the effort that goes into every search, users feel confident Ahrefs will generate trust-worthy results.
Foot-in-the-Door Technique
Unlike a good portion of SaaS platforms, Ahrefs actually doesn’t offer a free trial. They go against the grain and ask buyers to pay for access to the platform. They also don’t offer discounts. Initially, this may sound like a turn off for buyers – but Ahrefs has a work around.
To encourage fence-sitters, Ahrefs gives free access to their Ahrefs Webmaster Tools forever.
Inside the Webmaster Tools buyers can monitor their SEO health, see their backlinks, and figure out which keywords are bringing them traffic.
Once buyers have their foot in the door, Ahrefs platform only starts to look BETTER as the paid features amplify the buyers SEO needs.
Distinctiveness
Ahrefs’ unique brand—with their playful animations and bright colors—stands out next to dull competitors. Ahrefs’ brand feels less corporate and makes users feel like they’re in for something fun.
Thinking About Your Business 🤔
Ahrefs has maintained its status as the top SEO platform for decades.
Despite new SEO tools popping up like weeds – they’ve proven time and time again they’re here for the long term.
How can you make your brand have the same longevity? By answering these questions.
Q: How can you add social proof that amplifies your authority?
Buyer testimonials are great. But, as you’ve seen with Ahrefs, varying social proof is the true way to win buyers’ hearts. Feature multiple types of social proof, like testimonials, recognizable brands or people using your products, and how many people have recently signed up or purchased.
Q: How can you show how hard you work to create the best buyer experience?
You work hard to make the best possible product, but your buyers don’t know that. They don’t get to see the behind-the-scenes and understand just how much hard work goes into your business. Lift the veil and show them why your products are so great by showing the labour put into making amazing products.
Q: How can you get buyers in the door with a low-risk offer?
Free trials aren’t the only way to take advantage of the foot-in-the-door technique. Think of other ways that can help familiarize your brand with buyers and show them how aligned your products are with their desires. Look for small offers that your buyers would be hungry to opt-in to.
The Short of It 💥
Your business can thrive for decades… even when your industry becomes increasingly competitive.
But, it won’t happen by luck (just ask Blockbuster and Sears).
Use these proven buyer psychology strategies to stand out from the sea of competitors and persuade fence-sitters to take the leap and give you a try.
And if you want to find your way to the first page of Google, use Ahrefs (free) Webmaster Tools to figure out how you can bump yourself up a few rankings.
Until next time, happy selling.
Wanna really get inside your buyer’s head?
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