How do you start your marketing activity for a new project?
Nadezhda Kuzmenko
11 replies
I prefer to start by setting goals and auditing the product then analyze the market and competitors, segment the audience and finally choose marketing channels and create hypotheses. And you? Choose an option below and leave a comment for details! I'm curious about your opinion
Replies
Fabian Maume@fabian_maume
Step 1: Analytics audit :
Check if google analytics (GA) is properly set up.
Check your overall on-boarding funnels (based on GA).
Goals:
- Check if you need to focus on awareness, activation, or retention.
- Identify the current acquisition channel.
Step 2: Analysis of customers :
Interviews with your sales & customer success team to see what is their views on the ideal customer profile.
Review current users' breakdown per price plan vs industry and company size.
Read user's reviews on G2 & capterra.
Goals :
- Understand customers' use cases.
- Define the ideal customer profile.
- Compute addressable market and check the alignment with the pricing strategy (model/market fit).
Step 3: Competitors' review :
Scrap all competitors from G2.
Check competitor's traffic sources from similar web.
Check competitors' footprints on social media.
Check competitors' pricing and positioning.
Goals:
- Identify new channels to leverage.
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@fabian_maume good stuff, thank you! When you do competitive analysis, are you checking lead generation funnels of them: headings, CTA's, etc? How do you do it? If you have a kinda checklist, I'd explore him 🤓
Launching soon!
@fabian_maume sounds cool! I've also listed my steps here: https://medium.com/@vse-horoscho...
I try to look into very direct competitors and see what they are doing. The idea is that those folks probably tried a lot of things and decided that those channels work the best, so it kind of works as a shortcut.
This is the exact topic that we are currently curating the resources for Knowledgehunt. We are trying to find all the resources that can help startup founders to answer the question: 'How do I start marketing activity?'. Some resources that we added for that are startup stories from founders in specific industries, benchmark reports, and sector outlooks that summarizes which company is doing what. Feel free to share any resource that you guys found useful to answer that questions (I will make sure to add those resources to the KH library)
Those type of resources also help founders a lot: 'How early-stage startups can get users' - https://knowledgehunt.co/resourc...
Launching soon!
@tornike_phkhovelishvili actually, I've written an article with the steps to start which I use, may be it can be a resource for your library: https://medium.com/@vse-horoscho...
Launching soon!
@tornike_phkhovelishvili it's not about certain channels of users attraction but about logic of understanding which channels you need
Great question! Research first. Doesn't have to be massive, but it needs to be first, to test assumptions, break through internal stakeholder bias and lay the groundwork with senior management (if needed).
Launching soon!
@giles_crouch but you need to understand which assumptions are worth testing, don't you?
@vse_horoscho Yes. And no. Sometimes you don't know what you don't know. So being open ended, with one or two open-ended assumptions/questions can be very helpful. That way you can avoid the bias that comes with an assumption.