When doing cold outreach and getting people to sign up to your application, we know simple outreach doesn’t work.
Here are some tips on using scarcity to gain users and more than triple your sign ups.
1. The “Waiting in Line” Approach While walking down the street, have you ever seen a line of people waiting outside a store, concert hall, etc? Your immediate response is to crane your neck to see why there’s such a long queue. Generally, what’s going on in the back of your mind is, “That’s a lot of people, whatever is going on must be cool. What am I missing out on?”
By announcing that your app has a waiting list, you create a sense of popularity. When there is only standing room left, people feel almost desperate to get in now.
2. The “Limited Supply” Approach Reward attendees that sign up first. After all, they’re going to be spreading some positive vibes about any special treatment they receive. A particularly smart move is to allow people to pre-register for items or services that will only be available in limited supply.
For example, when planning its launch strategy, Connect.me allowed users who signed up early to pre-register usernames instead of merely giving an email address.
3. The “Make Money from Scarcity” Approach Why not validate your idea and make some extra cash at the same time? You may find success in selling beta versions of your product at a discount. If you have a product that’s ready to go, that is. Allowing a select few people into your beta – in exchange for immediate payment – you gain a significant amount of monetary validation for your idea.
4. The “Countdown” Approach When the clock is ticking, a sense of urgency leads people to make decisions faster. Use this approach when you have cemented a specific launch time. Be sure that your timer counts down to the very second of your launch. By putting a countdown on your landing page, you promote the idea that people need to sign up soon or forever lose out.
5. The “$1*Buyers Per Sale” Approach This approach to creating a sense of urgency is highly effective. In this approach, buyer #1 pays $1 for the product, buyer #2 would then pay $2, and so on. Simply add on $1 for every 1 buyer and you’ve created a ripple effect that keeps new buyers coming in for more. The first buyer walks away on top of the world with the best possible deal. The last buyer feels comforted by the belief that the product is worth every penny, if only because so many people have made a purchase before them.
As the price goes up, people are compelled to ‘buy now’ to avoid paying more and more as each new buyer causes the price to increase.
6. The “Refer for Earlier Access” Approach This approach is an offshoot of the “Waiting in Line” approach. If you want to project the idea that your app has more traction than it does, try an approach where you don’t need to inform people of where they are in the queue or how many others are in line with them. Essentially, when someone pre-registers, they are motivated to share a referral link with their contacts. The more referrals they have under their belt, the closer they’ll move to the front of the line.
Forkly.com made this particular method quite popular during one of their own launches.
7. The “Social Contest” Approach This is another approach that rewards people for referrals. There are several different ways to do this. You may be successful in combining it with the approach above, and making each pre-signup worth a specific number of entries into your contest. Be sure to give away something related to your product – the end goal is promotion of your brand, after all. Give away something like a lifetime membership, as this will guarantee the use of your product and a spin-off of referrals as well.
8. The “Your Friends Like Us and So Should You” Approach Think of this as the “birds of a feather” approach. It’s generally much easier to convince a person to sign up if their friends have signed up too. Using Twitter or Facebook logins to accept pre-signups makes this approach even easier.
We grew by 9x and onboarded a ton of awesome new customers. ????
This is our chance to say a massive “thanks” to the community – none of this would be possible without you. ????
To show our progress and where we’re heading, we put together an extensive roadmap for all of you to keep an eye on.
Today, we have completed half of the changes (11 out of 23) as highlighted in the roadmap! This is fantastic progress – we are absolutely pumped! ????
Our aim is to make as many changes live as quickly as possible. As always, we’re looking forward to your feedback and comments. ???? It’s what helps us stay on track and give you the service you deserve!
Here are the top 10 reviews I received when I asked the question on a few Facebook groups.
Thought I’d share it with others who might find it helpful.
Thanks everyone who helped me with making a decision. FYI: I just signed up.
(Probably the most comprehensive answer came from Kaloyan Yankulov – no. 10)
Galina Divakova If your product is relevant to community, it might be worth it. We collected 300 emails when using it. Nichole Elizabeth DeMeré using it for my book but haven’t fully taken advantage of everything you can do on it, so I don’t feel I have a lot of feedback to share yet. I do however feel like it’s super useful for pre-launch initiatives, and pre-launch IMO is everything.
Omer Molad Helped us build momentum when we launched our expert community, and really turbocharged our assessment library. Joshua Bradley I have used Ship – the tools are pretty solid along with some good messaging options, including importing your own lists. Perhaps the most valuable feature when paid for is being able to schedule your launch on PH
Arthur Tkachenko it works if you have a community. also great idea to save time and don’t set up another landing page. Saravana Kumar we are using Ship, the promoted upcoming page is quite useful. Even though the impact is not exactly like PH launch, it’s there and we see few signups here and there. The other advantage I see is when someone subscribes you can see the number of followers for them in PH, this will help to build the relationship and when you are launching you can reach out to them.
Annie Gherini We are using it right now at Affinity. So far it has been great. Helps you get everything ready for the upcoming launch. The team has been super helpful too. Alexey Chernikov Yes, used, and I would say yes, it’s worth paying for as long as you’re planning to work with your community closely. Pro plan offers you a very useful Survey tool to collect & validate data from your subscribers.
Bruce Kraft Jr. Ship opens possibilities. But if you don’t have an infrastructure in place to maximize on ship, you’ll just get lost in the “upcoming” crowd Kaloyan Yankulov I see a lot of positive comments and reviews here, so here is the contrarian position about Ship. While we love ProductHunt, Ship wasn’t really up to par with the usual spirit and standards of the platform.
Here are a few things that you should consider before paying: Getting listed in the Upcoming directory takes longer than you would expect. You can’t be certain when exactly the guys will publish your listing, which makes marketing preparation and planning difficult. I appreciate the PH team is reviewing every product manually, but usually, when you pay a premium, you expect to be up and running quickly. (Only Pro and Super Pro Ship subscribers get listed on Upcoming)
As Bruce mentioned, unless you have the marketing system in place, you’ll just get lost. I.e., don’t rely on Ship to get subscribers organically. I see most of the positive reviews are from Ship beta users. Maybe back then there was more organic exposure, but it seems now it’s just another crowded channel and you should rely only on your own muscles to make it work. When you look at Ship from a purely technical point for $79/mo you get: – non-customizable basic landing page
– basic email service provider
– basic surveys and polls.
This set of features sounds reasonable at first, but when you draw the line, it’s much cheaper to use a full-fledged landing page/site builder (like Simvoly.com – $7/mo) + a robust email service provider (like ActiveCampaign – $29/mo) + GoogleForms/Typeform which are free. This is $36 in total for up to 1000 subscribers. For half the price of Ship, you get a solid stack of apps to do your pre-launch.
Even then you can still pre-launch on Product Hunt by regularly submitting a product with a “pre-launch” status.
Now where things got really ugly with Ship: Since Ship wasn’t working out for us, 15 days into our Pro subscription we requested a cancellation. To our surprise, our monthly Pro plan was canceled, and with that, we lost all pro features, access to our subscribers and our place on the upcoming page.
On the planet I live on, a monthly subscription means a 30-day subscription. Apparently, it’s not so for PH — when we kindly asked to have our premium features back for the time we’ve been billed for PH rejected us.
This treatment doesn’t reflect the community values PH shares..at least in my books.
I love PH and will continue pre-launching products via the regular submission, but I won’t be using Ship in the near future.
https://goodmanlantern.com/wp-content/uploads/2020/08/photo-1581993192008-63e896f4f744.png280500GL Content Teamhttps://goodmanlantern.com/wp-content/uploads/2020/07/GL-logo-1-1.svgGL Content Team2018-03-19 21:14:012020-08-11 11:38:1910 reasons why you should (or should not) use ProductHunt's Ship
Over the past 11 years, I’ve learned something new everyday. Some days I’d find a great new tool, some days I’d learn a new technique. It’s important to me to keep up-to-date. Every business person needs to evolve with the pack or be left behind.
Over the past three years, a wave of new SaaS products have become available. It’s hard for newcomers to find the best ones. Often, there just isn’t time to familiarise yourself with all the options out there. I’ve managed to test a lot of them and find my favourites.
https://goodmanlantern.com/wp-content/uploads/2017/12/getty_1143261637_403620.jpg10801920GL Content Teamhttps://goodmanlantern.com/wp-content/uploads/2020/07/GL-logo-1-1.svgGL Content Team2017-12-07 11:47:362020-08-25 17:26:23Over the past 11 years, I've learned something new everyday
Are you sure that your idea of “value” is valuable? You may be missing the mark. Wouldn’t you prefer to talk to clients who are already aware of the problem you’re trying to solve? It’s the smart way to go… Your clients will have already qualified themselves!
The important part is to ensure that you are making a good impression from the start. The only way to achieve that is to ensure that your product is worth selling. Your solution has to fit your audience. Remember, you’re trying to get these people to switch to your service instead.
You need to understand an important truth. People don’t hate cold emails and Facebook Ads that are relevant to them. If you’re bombarding them with stuff they don’t care about (spam), they will hate you. The solution? Don’t spam people.
Once you’re sure of making a good impression, use an approach that finds the right people. There is a common angle to each these methods:
– Find out where your competitor’s customers spend time online.
– Pull the data you need from that space.
– Use tools & tricks to make the data work for you.
– Reach out.
METHOD 1: Use Their Reviews
There are a ton of sites out there brimming with customer reviews. It’s a goldmine for finding out what matters most to the people you’re trying to reach. Once you understand them, you can connect with them on their level.
You’ll be cold-emailing these individuals, so you need their email addresses. There are tools to get hold of these, as long as you know their first and last names, and their company name.
Step 1: Build a Scraping Recipe
There is a simple, free tool available that does this job. DataMiner is an extension for Chrome that you can set up to scrape the data you’re after. You’ll need a second extension called Recipe Creator. Download it, open the page you need to scrape, and create a new recipe. It takes some time to set up the recipes, but you can reuse them for any product page on the website you chose.
Step 2: Scrape with DataMiner
Open up Data Miner and select the recipe you’ve created. Now you can download the names, positions, industries, and company data.
Step 3: Phantombuster Matches Names & Domains
To grab email addresses we need two things. The names of company employees and the domains their companies use. Our recipe gave us the names we need, and Phantombuster can reveal the domains. It’s a great automation tool for repetitive data scraping tasks. It auto-checks searches Google for company names, and saves the result in a .CSV file. You’ll need to create a free account.
When you’ve done that, select “Agents,” and then “New Agents.” Delete all the data shown on the form. Copy and paste this script (https://salesfla.re/CompanyDomainRetriever) into the box. Copy the data in the .CSV file into a Google Sheet. Paste the Sheet’s url into the available section in the code you pasted. Select “Settings” and make the “number of retries” more than 0. Click “Launch” and a file called output.CSV will download.
Step 4: Grab Email Addresses with FindThatLead
Now you can use FindThatLead to grab all the emails under a domain, or more specific addresses. For Domain search, you need the .CSV that Phantombuster created. Lead search requires the .CSV that DataMiner created. Remember the .CSV includes the names and surnames, as well as the domains.
The full names are in a single column, which isn’t ideal. The easiest way to split the first and last names into separate columns is to use Excel. Select the name column, click “Data,” and “Text to Columns.” Be sure to set your delimiter to “space.”
FindThatLead only gives you free 10 credits per day, so you’ll want to upgrade to a paid account.
Phantombuster won’t overwrite your data, instead using the first available column. At this stage, you will have a goldmine of data on your competitor’s clients.
Step 6: Dux-Soup It!
Now you can use those LinkedIn URLs in Dux-Soup! It’s an awesome growth-hacking tool that visits LinkedIn profiles for you. You’ll be able to get connections, leads, and introductions. Dux-Soup will also pull as much data as possible from these profiles and deliver the results in a .csv file.
To make this happen, you need to make use of the paid “Revisit Data” feature. You have to trick Dux-Soup into thinking it has already visited these LinkedIn pages. You need a .CSV that matches the required format, and the first and last names filled in. (https://salesfla.re/DuxRevisitTemplate)
Paste your LinkedIn URLs into the “Profile” column, and let Dux-Soup do the rest!
Step 7: Find Facebook Audiences
Dux-Soup will offer to find email addresses for you as well. There is a points system that returns one email address for every one point you have. You can buy points or exchange for your email list. The addresses returned will often be personal Gmail accounts. Most people signed up to LinkedIn with their personal addresses. They also never changed them. You can use these personal email addresses to build Facebook audiences.
METHOD 2: Track the Technology
BuiltWith.com and Hunter Tech Lookup are fantastic sites. You can use them to find out which domains are accessing specific software. BuiltWith.com returns more results, but limits free users to 50 domain results. Hunter Tech Lookup is a free option with no strings attached. The downside is that it is less powerful than BuiltWith.com.
Here’s how you can convert your list of domains into leads:
Step 1: Find Your Competitor’s Clients.
Using either of the tools mentioned above, select the software you want to track. Then download the data.
Step 2: Use FindThatLead
Follow the same steps as in Method 1 — Step 4.
Step 3: Matching Names to Email Addresses
You have the email addresses you need, but don’t have the names. You can’t always figure out what their names are from the email addresses. Why should they trust you if you don’t even know their name?
Virtual Assistants are affordable and efficient with this type of work. While they’re matching names, get them to make note of the company roles attached to each person. You want to target decision-makers, after all.
Step 4: Matching to LinkedIn with Phantombuster
Follow the same steps as in Method 1 — Step 3.
Step 5: Dux-Soup
Follow the same steps as in Method 1 — Step 6
Step 6: Connect on Facebook
Follow the same steps as in Method 1 — Step 7
Step 7: Send Amazing Emails
Cold emailing is still a vital part of selling online. You have to be relevant and avoid wasting time. Your tone should be conversational, yet direct. Clever use of humour can go a long way.
Method 3: Use Your Friends on Twitter
On Twitter, friends are those people who follow you, and you follow back. Do your competitors follow fewer people than actually follow them back. Find individuals who are friends with your competitors on Twitter. That way, you’re more likely to find the people they care most about.
You’ll be using their Twitter handles to find their email addresses & LinkedIn URLs.
Step 1: Find your competitor’s Twitter Friends.
Step 2: Use FindThatLead to match their Twitter handles to their Gmail addresses.
Step 3: Use FullContact to find the remaining email addresses.
Step 4: Use Dux-Soup to find the LinkedIn URLS.
Method 4: Upvotes on Product Hunt
Product Hunt matches new products with people who are ready for a new solution. As a rule of thumb, you can assume that users who upvoted products like yours would also check yours out. Product Hunt links user profiles to their Twitter handles. So you can access them too.
Step 1: Get your Product Hunt Developer Token.
Create a Product Hunt account if you don’t already have one. Click your avatar and select “API Dashboard,” and “Add an Application.” This can have any name and point to any website. Select, “Create Token.”
Step 3: Target with Cold Emails, LinkedIn Automation, & Facebook
Follow the same steps as in Method 3 — Steps 2-4
Method 5: Watch Social Sharing
BuzzSumo is a great tool. It finds the most popular content within a specific subject, or on specific websites. You can track social media content & shares on Twitter, LinkedIn, Facebook, Pinterest, & Google+. In short, you want to know who is sharing your competitor’s content.
Step 1: Use BuzzSumo to find content sharers.
Create a free 14-day trial account and search for the information you need.
Step 2: Use Dataminer
Dataminer has a public recipe called “BuzzSumo -Sharers” to scrape their details. By selecting ‘View Sharers’ you can view the individuals who shared specific content. Focus on their Twitter handles.
Step 3: Follow the same steps as in Method 3 — Steps 2-4
Method 6: Use Their Fame
There’s a way to use Google Ads to use your competitor’s’ brand recognition and keywords.
Why would you do this?
– Brand Name keywords are cheaper.
– You’ll get focussed traffic
– You build brand awareness
Make sure you don’t become the top ad. These have high bounce rates and could affect your quality monitoring. Ads lower down get clicks from focused individuals looking for another option.
You can also do this on Facebook by going to Facebook Ad Manager. Select Interests, and type your competitor’s page name.
– Go to Interests in Facebook Ad Manager and type the Page name.
– If you get a match, you’ll be able to target that page and have it’s followers see your Ads.
You can broaden your approach to include other similar pages followed by the same people.
– Select Audience Insights (or search for it using the search bar).
– Insert the page you’re analysing and you’ll be able to see which other pages are being liked.
Natural fluctuations in your key SaaS metrics will happen. It’s vital to know what “normal” looks like for your business. Most startups struggle with this.Knowing what figures to expect from your SAAS Metrics on a normal day can be a challenge. Analyse how you arrived at the numbers you’re benchmarking against.Be honest – have you done the math or are you visually judging your figures?Guesswork is no way to run a business. Especially when there’s a super-simple way to benchmark your results.
Take 20 minutes out of your day to do some easy calculations. It’s good to know your averages, but that’s not enough. The “normal” range of figures for your company will fall on your average line, as well as above and below it. Next, you can begin by analyzing the numbers that fall outside of your “normal” range.
Doing the (Easy) Math
You’ll need some calculations. You need to understand your Median, and your Standard Deviation.– Median: This is the number in the middle of your data set. To find it, arrange your data from the largest to the smallest number. If you have an even number of entries, find the average between the two middle numbers.– Standard Deviation: This measures the range of your data. It helps to figure out if your data is pretty consistent, or generally differs a lot. If your data is widespread, you need to have a wider “normal” zone.A note on Averages: These don’t work for making business decisions. Outlying data can reduce accuracy, resulting in misleading results.
https://goodmanlantern.com/wp-content/uploads/2017/11/image.png325443GL Content Teamhttps://goodmanlantern.com/wp-content/uploads/2020/07/GL-logo-1-1.svgGL Content Team2017-10-31 06:42:382020-08-26 07:07:42SAAS Metrics - Easy When You Know How
It’s tricky to develop the best possible content strategy. Getting the attention of heads of department is a real challenge. Modernweb was struggling with this, and went to Grow & Convert in search of a breakthrough. Modernweb connects businesses with top software development talent.
At first glance, their content was far too technical. They were attracting other developers, but not the department decision makers. Grow & Convert proposed an approach that focussed the content on the customer you want to reach.
Step 1: User Research
The process began with identifying past clients and the types of projects required. Grow & Convert found that decision makers often have little to no coding experience. As a result, there was a communication barrier in the language they were using. The content strategy was shifted to target executives within technology companies.
Step 2: Pain Points
The next step was understanding the difficulties these execs face, so that Modernweb could approach them with a solution. The issues identified included:
– Sourcing & retaining the best talent.
– Getting executives & boards to opt in.
– Staying ahead of the curve with technology.
– Understanding the risks of changes.
– Benchmarking against competitor’s strategies.
Step 3: Develop Content Strategy
Grow & Convert have seen success with creating original content, instead of repeating what is already available. The decision was made to tell stories that are relevant to the industry. Decision makers are motivated to learn about the decisions other companies are making. Playing on that interest is a great way to get their attention.
Step 4: Spreading the Word
Research was conducted to find the community members most likely to share Modernweb’s content, and searching for influencers to assist in the process. Embracing these new tactics led to over 9,500 unique page views, with each user spending more than 9 minutes on the page.
Grow & Convert follow the usual tactics of promoting articles on social media, but take it a step further. They approach online communities and publications that tech executives might visit. Pre-promotion is an important part of the process and includes joining Facebook, LinkedIn, and Google+ groups, and collecting press contacts. These journalists and publications received pitches and descriptions that match the social media presence.
Grammarly is the most convenient way to check your spelling and grammar. Their browser plug-in helps you make changes across a wide range of platforms, and uses machine learning capabilities to better understand language.
Grammarly knows how to drive interest. With no venture capital input for the first 8 years, they’ve still managed to grow to 6.9 million daily users. Their digital marketing is on point!
Grammarly have a powerful content marketing strategy. They’ve added a CTA labelled “Get Grammarly” on the top right corner of their website. It leads you to the download page for their plug-in. They have a blog-post containing more than 2000 blog posts.
Social Media has become a necessity for businesses. Growing their visibility pulls in different types of users. They’ve taken a lighter approach to grammar and spelling, using humor to show why you need their services.
Youtube shows the best traffic returns for Grammarly. 54.43% of their social media traffic comes from YouTube. Their channel is small but effective. Their ads show how useful their tool is, using everyday situations. Adding a CTA into the videos boosts traffic to their download page as well.
Grammarly’s Facebook page has very little content about their actual services. They create content that will appeal to their audience. They understand that building a connection with your audience is vital.
Quora pushes 40k monthly visitors to Grammarly’s site. They have 23k followers and 150 questions relating to their profile. The odd thing is – Grammarly’s plug-in doesn’t support Quora. Their success on this platform is also due to their ads.
Grammarly posts about 7.5 tweets every day. More importantly, 88.7% of these get retweeted by their followers, and 91.5% of their tweets are retweeted. Twitter generates 16k site visitors monthly.
WhatsApp Web is the desktop version of the popular mobile app. It’s easy to connect using the handy QR code. Grammarly’s plug-in works with WhatsApp Web, correcting people’s texts in real-time. The plug-in offers a link to an explanation of why your grammar is being corrected. Clicking on the link drives more traffic to their website.
Grammarly generates 31 million visitors per month. While a large number of these are from plug-in users, it’s difficult to know exactly how many. Their bounce rate is great too, with 1 in every 2 visitors sticking around on the website.
Direct Response Marketing
Grammarly have made the effort to research challenges that people encounter every day. Their communications offer solutions and guidance. Their blog is angled to offer real-world help.
There are growing number of sites and services that backlink to Grammarly. They’ve positioned their service to be attractive to schools and government institutions. These institutions also need grammar and spelling checks. Grammarly has cross-linked with highly sought-after .edu and .gov sites. These improve their Google rankings substantially.
Grammarly has 540k monthly users from Google Ads. They get these awesome results by bidding on up to 20k keywords, with 25% US-based and 6% in Australia.
Grammarly offer a paid upgrade to their free offering. It includes better results and deeper plagiarism checks. The free version catches mistakes, but not all of them. This strategy helps to convert free users into paying clients.
Five years ago, I was newly married and taking 220 flights a year. I hardly saw my wife and spent all my time jetting off to meet clients.
I accepted a job finding insurance companies in Hong Kong, Singapore and the UK. I had to close sales and that meant meeting as many prospects as possible. Once I’d located them, I had to convert them into paying customers. Having no database to start from, I ended up buying lists. They were awful. I tried hiring interns to make lists. That method failed too. That’s why I was sitting on so many flights.
By 2014, I realized I needed to make a change. I needed to find a better way to work. Armed with my degree in Computer Science and AI, but with no real research experience, I started up my own market research company. My main aim was to automate the list-making process.
It took me three years to figure out all the ins and outs. By the end of it, I knew I could build the fastest and most comprehensive sales prospecting tool. This is my brainchild: GoPinLeads. The tool combines AI and many data sources to decide on relevant results.
The biggest advantage of the tool is that it saves time. Sales professionals spend days researching leads. They might even spend tons of money on hiring staff and interns. The biggest advantage is that it makes sales professionals independent.
The tool has the ability to collect thousands of leads from any location in the world. It locates physical businesses and tells you everything about them. You receive their names, numbers, and addresses.
Social Media is a modern kind of engagement. Making a database of social media accounts takes forever. Linkedin, Facebook and Twitter accounts are hard to find. You need to put in loads of manual hours of research. GoPinLeads finds you these accounts and gives you all that information at the click of a button.
Today the tool is in the hands of our early adopters. It’s saving hundreds of hours and thousands of dollars for sales professionals in Auckland (NZ), Houston (US), Leeds (UK), Istanbul (Turkey), and elsewhere. You won’t need to hire interns, outsource, or buy leads. Install the Chrome Extension and you can start producing your own leads anywhere around the world.
Download the Chrome Extension (www.gopinleads.com) and use your 100 free credits. When you are ready to get started, use the discount coupon SMDISCOUNT1111 to get a free XS account for one month.
As business people, we find ourselves navigating a somewhat unfamiliar landscape of disruption. The rise of digital media and social networks has us all clamouring for new (and better) ways to turn ideas into successes. In this new age, PR is crucial not only to your start-up but to your professional image as well.
In my information scouting ventures I found a great video published by Stanford Online, in which Sharon Pope, Head of Programs and Marketing at YC Continuity, gives a great walkthrough on how to think about PR and work with the press. (You’ll find the video on Youtube)
We all know how important PR is. We also know that PR and product innovation go hand in hand. While it’s entirely possible to drum up media hype and score some interviews in prominent magazines and on popular websites, this content isn’t going to guarantee your eventual success if your product isn’t “amazing” enough to warrant that kind of hype. Having faith in your product is the first step in a powerful PR program.
Start-up founders are quick to search for outside services, and PR is no different. Founder-led PR, however, is a better way for start-ups to create a PR program that packs the right amount of punch. While it’s true that PR firms know their way around what’s relevant in the news, as a founder, you have something the media wants: the real inside scoop. Reporters want to hear from founders; this is the end-spokesperson for them. Establish a direct line with reporters and you’ll find them coming to you further down the line when they need a subject matter expert in your domain. It’s a mutually beneficial relationship. They can be your voice in the media and you can be their fountain of niche information when they need it.
Hiring an outside PR firm can deprive you of the process of defining your own business and simplifying your message. This is the foundation of your brand identity, and tackling the process internally will be invaluable in every aspect of running your business. Building up an internal PR team that knows your message is a more effective and affordable way to connect with the media. You could pay tens of thousands of dollars in monthly retainers to outside PR firms before getting a single story out there; which isn’t necessarily the best use of start-up funds.
Here are 5 simple steps you can focus on to make your founder-led PR program a success:
1. Develop Your Company Identity
– What do you do?
– Who is your ideal customer?
– What primary problem are you solving for your customer?
– What is your KPI? How is it growing?
– Do you know who your competitors are?
– What makes your product better than that of your competitor(s)?
– What are your plans for the next year?
– What made you uniquely qualified to start your company?
2. Define Your Business Goals and Discover Your Audience
– Do you want to finance growth?
– Do you want to recruit the best talent?
– Do you want to land strategic partnerships to foster growth?
– Do you want to drive product trials?
– Do you want to secure a research grant?
– Is your audience investors, potential customers, or potential partners?
– How does your priority audience get their news?
3. Discover Where You Want Your News to Be Read
– Which top 5 reporters write articles that gel well with your image?
– What stories do your top 5 reporters write?
– What angle pushed these reporters to write?
– What angle are you looking for?
– Can you find a connection to them? Is there a way for you to get an introduction through someone?
4. Know What to Say and Where to Say It
– Do you want to share news about your product launches, fundraising, metrics, big hiring announcements, or stunts?
– Do you want to share insights on non-company related news such as politics, new market innovations, contextualizing other company announcements, or general entertainment?
– Do you have a way to contact reporters to pitch your ideas?
– Do you have a blog for reporters to click through for reference (don’t add email attachments)
– Do you want to give a particular reporter an exclusive scoop for their eyes only?
– Are you taking an embargo approach and contacting several reporters with a pre-brief?
5. Be a Valuable Source of Information
– Are you keeping an eye on Google Alerts and RSS Feeds for news?
– Are you watching HARO (Help a Reporter Out) for potential news stories?
– Are you searching Twitter for #journorequests and #PRrequests?
– Are you participating by sharing your opinion on articles that interest you?
– Are you giving your real thoughts instead of shameless self-promotion?
– Are you participating in Q&A sessions on Quora and Reddit?
– Are you creating your own content on platforms like Medium or your own blog?
Developing your own PR strategy is an important part of establishing your brand. When you break them down, these 5 steps are completely achievable. It’s all about taking the right steps and being thorough in your approach.
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