How to get customers? Where does their interest lies? How to get the first customers to love your product and promote it? These are the parallel questions running in every founders mind.
Correct marketing with intelligent growth idea is the only answer to this problem.
Let’s find out how some companies went from small to boom in their own unique ways.
Pre- launch and Landing page —
- This is what the Rick Perreault CEO of Unbounce said, when asked about getting his starting customers —
“ The question we had from the beginning was “how are we going to find customers?” It’s not like people are searching “landing page solution” or “landing page builder.” People didn’t even know to look for us, so how will we go out and find them? So that was a really important challenge for us to tackle, and we made the decision to start blogging on day one. We needed to make connections with thought leaders, and to become thought leaders ourselves. So we worked hard, blogging, guest posting and promoting, and by the time we launched, we already had a reputation in the space. The thought leaders we had built relationships with talked about our product and got people interested. I don’t think there would’ve been any other way to succeed.”
This tells us that ‘customers’ make further ‘customers’. There is no marketing better than the marketing with word of mouth. The more people you reach, the more people will recommend you.
- The use of organic traffic is always considered as the most legit and helpful one. Search Engine Optimization (SEO) is a way through which the availability of your website is effective. It is important to understand and embrace the power of SEO to drive organic traffic.
- An impressive Landing page and an impact-full tag line or caption does wonders to the marketing edge.
Some of the companies having a very simple and impact-full tagline are —
Twitter — Discover what is happening in and around the world.
2. Mailchimp — Send better emails. Sell more stuff.
3. FluidSurveys — Create, send & analyze powerful Surveys.
5. Buffer —
Live examples of excellent marketing strategies —
- Quora — They have very good social ‘onboarding’ and virality built-in. The ease with which you can import your social graph from Twitter and Facebook, and the default setting to auto follow everybody you know from there who’s already on Quora helps, as well as being able to follow people you know from those networks as they sign up. And, the way it tweets/shares your answers to questions isn’t too spammy, so people will have been seeing a lot of Quora related links of late.
- Nasty Gal — no marketing budget, just listening and tweaking
The founder, Sophia Amoruso, decided she would experiment with a product’s display until it sold well. She went from selling things on eBay, to running a $100m ecommerce store courted by the biggest names in venture capital — just by “listening and tweaking”, and a conviction in the power of perception.
“Back then, she selected her best shots for eBay, and posted them on MySpace to get a more qualitative feel. If the bids were lower than she expected and the comments on MySpace were negative, she’d ditch the model and sell the same item on someone new. Now, she still can’t stop meddling — When a wrap dress was getting just one sale a week, she insisted it be put on a popular model. The dress became a top seller at 400 buys a week.“ (Source: Forbes)
- Twitter — exploded their userbases at SXSW with guerilla marketing.
Back then, Co-founder & CEO, Evan Williams decided to visualize the service on 60 inch plasma screens in the hallways, because they believed that, “Hallways were where the action was”. Twitter created an event-specific feature that allowed attendees to follow a handful of “ambassadors”.
- Foursquare — grew average check-ins from 250k to 350k with just chalk and rubber balls
Foursquare didn’t have a booth like most other brands at the 2010 SXSW convention. Neither did it have Twitter’s marketing budget (Twitter spent $11k on its SXSW campaign). Instead, it set up an actual game of “four square” in front of the convention hall, which involved just chalk and two rubber balls.
This game was used by the employees of the foursquare team to draw the attention of the attendees of the convention hall. They had a trick of their own, whoever was unable to find the squares was told to search for the App on their mobile phones. Through this technique they popularized their App and the market strategy was commendable.
The game drew thousands of walk-up participants, said CEO Dennis Crowley,“We played all day long, and there was always a waiting line. We were handing out tee shirts, buttons, and stickers. Anytime someone didn’t know what Foursquare was, we helped them find it on their phone. We helped get them up and running and using it.”
- Uber — won over local communities with free rides and kittens
Uber spent 2013 getting its name out aggressively. During a bus worker strike in Boston, Uberoffered free rides to Boston Public School students stranded by the strike. Uber got massive publicity and ingratiated itself to the local community.
Its hyper local strategy worked phenomenally. By the end of 2013, Uber had expanded rapidly from 12 to 35 cities, and was growing its revenue by 18% a month.
Partnered with Cheezburger to raise $14,268 for animal shelters
Uber also hit a sweet spot with UberKITTENS — simultaneously delighting its customers, and getting lots of attention (because cats). On National Cat Day, it delivered kittens to callers, who would enjoy a 15 minute petting session before the kittens moved on.
- Taskrabbit — focused on delighting moms in Boston
Taskrabbit first cornered the market with one mothers’ group in Boston.
Taskrabbit is similar to Uber in its hyperlocal focus. Leah Busque talked about Taskrabbit’s early traction in response to a question “How did you acquire your first 10,000 users?”
“It can be tempting to just go really broad, really wide scale, really fast. But for us, we just focused on a customer segment. We focused on this mothers’ group in Boston. And once we had cornered that market with that moms’ group, those moms were talking to other moms on Beacon Hill and Backbay and Cambridge and it just spread from there.”
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