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Pre-Launch User Acquisition

This presentations discusses the importance for startups of starting with user acquisition activities before launch and introduces 7 low-cost, highly effective tactics: <br>- Contest <br>- Paid Advertising <br>- Social Networks <br>- Content Marketing <br>- Pre-Launch Platforms <br>- Offline Community Building <br>- PR & Influencer Outreach

GrowthHackingAsia
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Pre-Launch User Acquisition

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  1. PRE-LAUNCH USER ACQUISITION BKK Web Meetup @ Launchpad 7th April 2015 by Anna Rehermann (@startupanna)

  2. “Flipping the success rate of Asian startups from 1/10 to 9/10”

  3. PRE-LAUNCH USER ACQUISITION

  4. If I build it, they will come…

  5. Nope! Nope, they wont

  6. Why Pre-Launch User Acquisition • Get to know your customers • Who are they • Where can you reach them • What message can you convert them with • Are you solving a real problem for them • Build early user base: Build a userbase of early adopters you can launch to

  7. STEP 1: Pre-Launch Signup Page

  8. Sample Signup Page I • Simple Design • Strong message • Clear, contrasting CTA • Only ask for email address • Integrated video but not interrupting • Incentive for sign up

  9. Signup Page Referral Mechanics

  10. Sample Signup Page II • Simple Design • Appealing image • Clear message • Clear, contrasting CTA • Only ask for email address • Incentive for sign up

  11. Signup Page Referral Mechanics

  12. Signup Page Referral Mechanics

  13. Recommended Tool – Kickofflabs.com

  14. STEP 2: Drive Traffic…Targeted Traffic

  15. Pre-Launch User Acquisition Methods • Contest • Paid Advertising • Social Networks • Content Marketing • Pre-Launch Platforms • Offline Community Building • PR & Influencer Outreach

  16. CONTESTS

  17. Contests – Case Study ”Wet Shave Club, a boutique box that delivers a range of wet shave goodies directly to your door every month.”

  18. Contests – Case Study

  19. Contests – Case Study Duration: 30 Days Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends RESULTS

  20. Contests – Takeaways • Have a compelling and product related prize • Integrate viral referral mechanics • Post contest engagement drives sales

  21. Recommended Tool – Gleam.io

  22. PAID ADVERTISING

  23. Paid Advertising • Generate signups • Test pitch or tagline • Test new feature ideas • Test value propositions

  24. Paid Advertising - Mint

  25. Paid Advertising - Groupon

  26. Paid Advertising - Groupon

  27. SOCIAL NETWORKS

  28. Social Networks STEP I : Manual Following Ok Approach Good Approach Best Approach (competitor followers)

  29. Social Networks STEP II :Interaction

  30. Social Networks STEP III :Conversion (Twitter Cards)

  31. CONTENT MARKETING

  32. Content Marketing – Mint.com • STRATEGY: • Content rich personal finance blog for young professionals • RESULTS: • Blog became #1 in personal finance. By the time of launch, Mint had more traffic than all other personal finance sites combined • 20K+ email addresses collected within 9 months

  33. Content Marketing – Mint.com User Generated Guest Posts Blogger Interviews Email Signup after each post

  34. Content Marketing – Mint.com Infographics

  35. Content Marketing – Mint.com

  36. PRE-LAUNCH PLATFORMS

  37. Pre-Launch Platforms

  38. Q&A AND FORUM MARKETING

  39. Q&A and Forum Marketing

  40. Quora in Numbers • Approx. 500 views • 48.5% conversion from Quora to page views • 50 conversions • 20% conversion from page view to signup • Cost: $0; 30 minutes of searching and writing

  41. OFFLINE COMMUNITY BUILDING

  42. Offline Community Building Meetup.com

  43. PR & INFLUENCER MARKETING

  44. PR & Influencer Marketing Highly Targeted (Raspberry Pi)

  45. PR & Influencer Marketing Somewhat Targeted (TheNextWeb)

  46. PR & Influencer Marketing Outreach and Relationship Building “You have to build relationships with bloggers and influencers before you need them, not when you need them!”

  47. PR & Influencer Marketing Outreach and Relationship Building Identify Influencers Follow them and add them to your Twitter lists Set up lists as streams in Hootsuite Reach out to 2-3 influencers per day

  48. PR & Influencer Marketing Outreach and Relationship Building

  49. PR & Influencer Marketing Outreach and Relationship Building

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