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🎯 What are modern marketing approaches that work?

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Making a product is one big challenge. But shifting your mindset from building to marketing it might be an even bigger one.

As makers, we spend so much time improving the product. Then comes the question: How do we get people to discover it - and ultimately turn that attention into real customers and sales?

I'm not sure traditional approaches like email marketing and constantly posting on social media are enough anymore. The way people discover products is changing.

So I'm curious:

How do you approach marketing your product?

And for the marketers here:
What would you consider a modern marketing approach in 2026-2027? What would you advise an early-stage founder to focus on?

I'd love to hear different perspectives...

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Great question, Adana. For me, engineering as marketing is probably the strongest one right now.

Claude Fable 5.1 drops → everyone is talking about it and wants to see what it can actually do. So you use that attention to showcase your own product. For example: “How I rebuilt RunEvr’s landing page using Fable 5.1.”

A few days later, OpenAI releases a new model? You can do the same thing again. Same with Grokbot or whatever new tool is getting attention.

I think this kind of educational marketing through products and new tools works extremely well in 2025–2026. You’re teaching people something they already want to learn about, while naturally directing that attention toward your own product.

And of course, pSEO + free tools around the core product still work incredibly well too. Build relevant pages for different categories/use cases, create useful free tools, and incorporate your main product into them through branding, a watermark, or a CTA that sends traffic back to the core product.

 Oh, thanks a lot for this valuable comment! Copy pasting it to my notes =)
Engineering as marketing is a genius approach. I hadn’t considered it marketing before, but I definitely will from now on!

 Exactly! And that’s probably the coolest thing about the new tools/models. It’s becoming much easier for marketers to do technical things themselves.

You literally don’t need to wait for an engineer anymore. You can use Fable 5.1, GPT-5.6, to build something interesting enough to potentially go viral.

And you can repurpose across X, LinkedIn, Reddit, YouTube, etc.

The main requirement is speed. You want to move within the first few hours after a new model/tool drops, while everyone is still curious about what it can do.

 It really makes sense! Speed and delivery are definitely deciding factors here.
Also, maybe there’s a need to expand the platforms to cover more communities.

I think balancing building the product and marketing it is probably one of hardest for eraly teams.

 Are you building one? Are you working solo, and have you already faced the marketing problem?

For me, the shift has been from "marketing the product" to "documenting the process." Posting finished features gets ignored posting the actual decision-making (why we built X a certain way, what we got wrong, what a real user said that changed our roadmap) gets engagement, because it's the only thing AI can't easily generate a competitor version of.

For an early-stage founder, I'd say: picking one narrow channel where your ICP already has a real, specific conversation happening (not a broad platform, a specific community within it), and spending a month contributing before you could actually promote anything. That might create a difference in my opinion.

 Thank you so much for sharing your thoughts!

And when you say before you could actually promote anything, what exactly do you mean by promotion? What kind of activities would you consider promotion?

I think that "traditional" has become modern. As people have become more online, it seems totally unusual to me when an online company holds an offline event, especially a pop-up store.

 Oh, it could work, you know? =)

But I think the location matters. For example, an offline event in San Francisco, somewhere in Europe, or in the product’s target market could have a big positive impact. But since we’re building in Yerevan right now, it might still help, just probably not as much. That’s just my guess, though...

The angle nobody's mentioned yet: just writing in public, consistently, under your own name. I've been doing a regular newsletter for the product I work on, and the compounding part is what surprised me - a post from week 3 still brings in a trickle of signups in week 10 because it got indexed, shared once, or someone finally got around to reading their backlog. Riding a model launch or a viral moment gets you a spike, but it resets to zero the next week. A newsletter or blog you actually keep publishing to becomes an asset that keeps paying out long after you wrote it, even if any single post is much smaller than a viral hit.

 Thanks a lot! I really loved what you described, and it made me think about consistency once again.

What's your main platform for posting?