This newsletter curates growth insights from Demand Curve's community. It keeps you up-to-date on growth tactics.
This week we're covering surprising customers, retargeting LinkedIn audiences, and trophy keywords.
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This week's Insights
How to surprise customers with freebies
Insights from Demand Curve.
People love receiving free rewards from brands.
But don't wait for birthdaysâthat's when customers receive gifts from lots of other brands.
Try this instead:
- Reach out with a freebie at a random time of the year: Not for a birthday or a holiday. Simply a surprise for being a loyal customer. People will remember your thoughtful, random giftâmore than they would if you sent them an email that got buried in their inbox next to 50 other brands' gifts.
- Relate your gift to your core value prop. E.g. Chewyâthe pet eCom storeârandomly sends customers pet portraits. People want more of what they pay you for. This will lead to more affinity.
Retarget LinkedIn B2B audiences with Facebook
Insight from Peter Day.
LinkedIn has insightful firmographic data, yet most marketers rarely consider running LinkedIn conversion adsâthey're often far too expensive.
But you can combine LinkedIn's B2B targeting with Facebook's conversion-focused ad platform to create a highly-targeted B2B funnel.
Here's how:
- Create a LinkedIn ads campaign promoting an article or landing page using the âwebsite visitsâ objective. Make sure your article or landing page has a quality lead gen offer and that your pixel tracks the conversion.
- On Facebook, create a custom audience targeting the visitors who visited your article or landing page from your LinkedIn ads campaign but didnât convert.
- Run a FB "conversions" campaign to this audience promoting your lead gen offer.
Taking this approach, your CPC and ROAS could be much lower than youâd get if you ran the entire lead gen campaign through LinkedInâs ad network.
Avoid ranking for SEO âtrophy keywordsâ
Insight from Brendan Hufford.
When writing for SEO, avoid chasing trophy keywordsâwords that have high traffic potential but drive little value for your startup.
Example: If your business sells software to accountants, a trophy keyword would be âaccounting software,â which carries 28,000 monthly searches.
Though this term drives plenty of traffic, hereâs the reality: High-intent, professional accountants will rarely ever search for such a generic term.
When you decide to attempt to rank for a keyword, avoid asking the most obvious question: What would drive the most traffic to my site? Instead, ask yourself:
- What terms would my target audience search for?
- What terms have the highest purchase intent?
- What terms would educate my audience and lead them to convert?
Then, act on your answers:
- Use Ahrefs to create a keyword list using the questions above.
- Measure them by competition and potential traffic.
- Then seed your target words in your page titles, headers, and content to rank quickly.
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We share high-quality, vetted, and actionable growth content as we learn it from the top 1% of marketers. We democratize senior growth knowledge.
How we can help you grow:
- Read our free playbooks, blog articles, and teardownsâwe break down the strategies and tactics that fast-growing startups use to grow.
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See you next week.
â Neal &Â Justin, and the DC team.

