Observation 2: "Do things that don't scale" tactics are good to do, but have ceilings that most don't talk about... Cold outreach is spammy & interruption-based. Pitching in communities & social isn't cool, can be annoying.https://twitter.com/CasJam/status/1389959261418106882 …
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Observation 3: Integrations are good to do, especially for converting customers who need to use them. But hit/miss for sending lots of new customers your way. What's in it for the integration partner? Why should they promote *you* (repeatedly) within *their* customer's flow?
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Observation 4: Tapping into current demand is incredibly important. This goes to product and market selection... But not "marketing". If you build it and share it on Twitter, they won't just magically come.
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Observation 5: Positioning, niching, jobs to be done, use cases—all important work on the path to product-market-fit... But not "marketing". Interviewing customers and rewriting your homepage copy could convert more visitors but won't drive 10x more people to your website.
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Question: Why do our favorite product companies seem to not do any marketing? Or why does their marketing seem invisible? Somehow we know them, use them, recommend them, talk about them, follow them, reference them, etc. How did they make that happen?
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I think the answer is "Brand". I think it's more of a thing than we (small B2B SaaS) like to admit. Brand isn't your logo. Brand isn't billboards in a sports stadium & TV commercials.
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Maybe the reason we hate to talk about branding, or write it off as just logo design, is because it isn't measurable. It isn't attributable. But in my opinion, for the company I'm interested in building, I don't think brand should be ignored.
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Back to me feeling like a failure with marketing... Looking back, all the marketing successes I've had were non-measurable, non-attributable things. Yet, they were things I enjoyed creating, felt like I was helping others, and generally resulted in increasing $ over time.
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What made those things happen? I invested my time and energy projects that had meaning and purpose. Some were/are long-time investments, like podcasting. Some were one-time launches, like a course. Some were ephemeral, like tweets about my work.
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So the question I'm working on today: How do I invest in brand for my early-stage SaaS? How can we create & ship meaningful projects that reach and help more of our people? How to do that without being a "personal brand"? i.e. I'm trying to build a "we", not an "I"...
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Justin Jackson podał/a dalej Justin Jackson
With branding the whole aim is to create a perception around your product that gets people talking + buying.
For @TransistorFM that’s meant:
- attracting (and highlighting) high-profile customers
- investing in design assets
- lots of content
- partnering with affiliateshttps://twitter.com/mijustin/status/630850392822292480 …
Justin Jackson dodał/a,
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W odpowiedzi do @mijustin @TransistorFM
Yep - these are all things I'm giving lots of thought to right now, for sure. I think storytelling in new and creative ways has to be in the mix too. Bar has to be raised these days on what's worth tuning into and following.
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Could you unpack the “Partnering with affiliates” as it relates to branding a bit? What does that look like in practice for Transistor and ZipMessage? (Most affiliate marketing focuses on paid lead gen vs positive brand word of mouth)
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