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Beat Declining ROAS: The Content & Community First Playbook

Are you watching your ad ROAS plummet? Shrinking retargeting audiences from iOS 14, ad blockers, and browser privacy settings are making paid ads a guessing game. Wasted spend and an inability to reach high-intent customers means you're losing money and market share.

This playbook shifts your strategy away from unreliable, privacy-invasive ads to a sustainable, organic growth engine. By focusing on 'Content & Community First,' you'll attract high-intent customers through SEO-driven content and build a loyal audience on social media. We'll replace broken tracking pixels with a robust, privacy-first analytics stack and use simple 'How Did You Hear About Us?' (HDYHAU) surveys to get clear, undeniable proof of what's working.

Expected Outcomes

  • Build a sustainable marketing asset through high-ranking SEO content.
  • Regain clear visibility into channel performance with direct-feedback attribution.
  • Reduce reliance on volatile paid ad platforms and insulate your business from future privacy changes.
  • Lower customer acquisition costs by focusing on high-performing organic channels.
  • Establish brand authority and a loyal community around your business.

Core Tools in This Stack

Plausible Analytics

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A simple, lightweight (<1 KB), open-source, and privacy-friendly web analytics tool. It provides a cookieless alternative to Google Analytics, focusing on essential metrics on a single, clean dashboard.

Key Features
  • Privacy-focused (GDPR, CCPA, PECR compliant)
  • No cookies or personal data collection
  • Lightweight script (<1KB)
  • Open-source software with self-hosting option
  • Simple one-page dashboard
  • Event and goal conversion tracking
  • UTM campaign tracking
  • Weekly and monthly email/Slack reports
  • Google Search Console integration
Ideal For

Company Size: Micro, Small

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Subscription, Open Source

Tier: Low

Ease of Use

High

Semrush

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Semrush is an all-in-one digital marketing platform that provides a comprehensive suite of tools for SEO, content marketing, competitor research, PPC, and social media marketing to improve online visibility and discover marketing insights.

Key Features
  • Keyword Research Toolkit (Keyword Magic Tool)
  • Competitor Analysis (Traffic Analytics, Organic Research)
  • On-page & Technical SEO (Site Audit, On-Page SEO Checker)
  • Rank Tracking (Position Tracking)
  • Link Building Suite (Backlink Analytics, Link Building Tool)
  • Content Marketing Platform (Topic Research, SEO Writing Assistant)
  • PPC Advertising Toolkit
  • Social Media Management & Analytics
  • Market Explorer
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Freemium, Subscription, Free Trial

Tier: Medium

Ease of Use

Intermediate

Buffer

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A social media toolkit for small businesses that helps users plan, schedule, and publish content, engage with their audience, and analyze performance across multiple platforms.

Key Features
  • Content Scheduling & Publishing
  • Social Media Analytics & Reporting
  • Audience Engagement Tools (Comments & DMs)
  • AI Content Assistant
  • Custom Landing Page Builder (Start Page)
  • Multi-Platform Integration (Instagram, Facebook, X, TikTok, etc.)
Ideal For

Company Size: Micro, Small

Industries: Creative & Media, Retail & E-commerce, Business & Professional Services, Education & Non-Profit

Pricing

Model: Freemium, Subscription

Tier: Small Business

Ease of Use

Very Easy

Typeform

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A user-friendly platform for creating beautiful, conversational forms, surveys, and quizzes that are engaging for respondents and provide rich data insights.

Key Features
  • Conversational interface (one question at a time)
  • Customizable design and branding
  • Conditional Logic (Logic Jumps)
  • AI-powered form creation
  • Wide range of question types
  • Extensive integrations (e.g., Slack, Google Sheets, Zapier, Mailchimp)
  • Pre-built templates for various use cases
  • Data analysis and reporting
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Freemium, Subscription

Tier: Mid-Range

Ease of Use

Very Easy

The Workflow

graph TD subgraph "Content & Community First" direction LR N0["Plausible Analytics"] N1["Semrush"] N2["Buffer"] N3["Typeform"] N3 -- "Sends data for lookup" --> N0 N3 -- "Sends data for lookup" --> N1 N3 -- "Sends data for lookup" --> N2 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue; class N3 blue;

Integration Logic

  • Typeform + Slack

    This integration triggers when a new entry is submitted in a specific Typeform. Using data from the submission (like an email or company website), the workflow performs a series of lookups. It queries Plausible Analytics for website visitor data, Semrush for domain authority and SEO metrics, and Buffer for related social media profile information. Finally, it formats all the collected information—the original Typeform response plus the enriched data—into a comprehensive message and posts it to a designated Slack channel for immediate team review and action.

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Learn to beat platform restrictions and wasted spend by building a community that buys.