Marketing Growth Tactics You Need To Try

"Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family." As Kofi Annan put so eloquently, acquiring and sharing knowledge is key to progress.

In our Roundtable Discussion Series, we've asked our network to share their personal knowledge and experience so that we, in turn, can help share the invaluable information to fellow entrepreneurs on their path to success.

Marketing is a hurdle that all entrepreneurs will encounter. Even with a perfect product or service, without marketing, the target audience might never be aware of your company's existence. In this week's discussion, members from our network share their hacks on conducting market research, attracting customers, and processes for gathering user feedback.

What is the most important thing about conducting market research on your business idea? 
The most important aspect is to have unbiased opinion about the affinity of the target market towards the value prop delivered by the product. In short, is there demand for the product and does the product deliver on the value proposition?

What are some marketing tactics you use to attract customers to try your product/service? 
My favorite early stage tactic - ask your friends for references to people who will be interested in your product. The friend's references tend to show up as favor to their friends, but don't carry the bias or need to please friends would have. Here, I try to capture the voice of the customer. Later, I like using the voice of the customer to drive the messaging of digital marketing campaigns. Having the voice of the customer allows me to create intent and psychology based messaging targeting buyers at different stages of the buyer’s cycle.

Are there any marketing platforms you use to gather feedback on your product? 
Here is my cheat sheet:

  1. I use personal interviews to understand the need better. Here, I am trying to nail down the value prop - the “Why” the company exists.
  2. I use Quora and Reddit to further discuss specific insights extracted from the interviews. Here, I am trying to understand the "How" to deliver the value prop.
  3. I use a combination of Facebook Ads and Google Adwords to quantify demand as well as research marketing strategies. Here, I am trying to quantify the market size and rough segmentation.
  4. Finally, I will run an Adwords campaign leading to a signup page to verify conversions. Here, I am testing the overall value prop, product market fit, and size of market.

 

What is the most important thing about conducting market research on your business idea?
To start: It's easy to get overwhelmed with research and tools, and not being "ready," but pick up the phone, open your inbox, and get started! Find potential customers, people in your target market, and reach out to them. Pick your questions ahead of time, but don't be too rigid - the best insights come when the conversation just flows. Thank people for their time too (I like gift cards, they're easy and appreciated!) - a little thing that means a lot.

What are some marketing tactics you use to attract customers to try your product/service?
That's a big question! There are the obvious - SEO, email marketing, social. The best wins come from new, non-traditional areas. Find out where your target customers hang out, which podcasts they listen to, what blogs they read. You don't always have to go to the big players and spend a lot, instead reach out to the smaller ones where you can make an impact and still reach people who would love your product!

Are there any marketing platforms you use to gather feedback on your product?
I use a lot of social networks, this is where relationships are important. You can ask customers and industry experts for feedback on your product, and how you can help make your product better for them! We also do a LOT of phone calls, screen shares, Skype/Google Hangouts, and some user testing services as well.

 

What is the most important thing about conducting market research on your business idea?
For conducting research post launch: There is market research you can conduct by offering your product documentation in a web-ready format which you can gather analytics from. This way, you can closely link the customer experience and what matters to your target market to the discrete features and functionality of your product. Done right, it's an ongoing market research campaign that helps determine marketing and product roadmaps.

What are some marketing tactics you use to attract customers to try your product/service?
One of the most important things we've done (as have our customers) to help market our products is to include our product and help documentation in our sales and marketing strategy. Specifically, we turn all of those old PDF/printed user guides into search engine friendly content that has helped many companies double their organic search traffic, tripled customer time on site, and cut bounce rates in half. Customers want to understand the post-sale experience before they're willing to reach out to companies, so having your product and help content easily accessible helps drive qualified leads through organic traffic.

What is the most important thing about conducting market research on your business idea? 
The most important thing about conducting market research on your business idea is figuring out what your competition if any is doing, what your actual market size is and potential market percentage you can attain.

What are some marketing tactics you use to attract customers to try your product/service?
We use web marketing to connect with our customers and all channels available on the web that can help us with our potential customers, as well as stay connected with our current ones. We also do remarketing on Google and Facebook platforms, as well as study all the incoming marketing data and adjust our marketing strategy accordingly.

Are there any marketing platforms you use to gather feedback on your product?
We measure and analyze our marketing data from Google Analytics and third party segmentation programs to figure out what our customers want.

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