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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:
- Contest
- Paid Advertising
- Social Networks
- Content Marketing
- Pre-Launch Platforms
- Offline Community Building
- PR & Influencer Outreach

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Pre-Launch User Acquisition

  1. 1. @Growthhackasia (Growth Hacking Asia) PRE-LAUNCH USER ACQUISITION BKK Web Meetup @ Launchpad 7th April 2015 by Anna Rehermann (@startupanna)
  2. 2. @Growthhackasia (Growth Hacking Asia) “Flipping the success rate of Asian startups from 1/10 to 9/10”
  3. 3. @Growthhackasia (Growth Hacking Asia) • Growth Hacking ServicesGrowth Labs • Growth Hacking TrainingsGH Academy • On-demand advice from leading growth • hackers over the phoneThe Growth Hub • Monthly events for inspiration and • experience & knowledge exchangeGH Events
  4. 4. @Growthhackasia (Growth Hacking Asia) PRE-LAUNCH USER ACQUISITION
  5. 5. @Growthhackasia (Growth Hacking Asia) If I build it, they will come…
  6. 6. @Growthhackasia (Growth Hacking Asia) Nope, they wont Nope!
  7. 7. @Growthhackasia (Growth Hacking Asia) 1. 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 2. Build early user base: Build a userbase of early adopters you can launch to Why Pre-Launch User Acquisition
  8. 8. @Growthhackasia (Growth Hacking Asia) STEP 1: Pre-Launch Signup Page
  9. 9. @Growthhackasia (Growth Hacking Asia)  Simple Design  Strong message  Clear, contrasting CTA  Only ask for email address  Integrated video but not interrupting  Incentive for sign up Sample Signup Page I
  10. 10. @Growthhackasia (Growth Hacking Asia) Signup Page Referral Mechanics
  11. 11. @Growthhackasia (Growth Hacking Asia)  Simple Design  Appealing image  Clear message  Clear, contrasting CTA  Only ask for email address  Incentive for sign up Sample Signup Page II
  12. 12. @Growthhackasia (Growth Hacking Asia) Signup Page Referral Mechanics
  13. 13. @Growthhackasia (Growth Hacking Asia) Signup Page Referral Mechanics
  14. 14. @Growthhackasia (Growth Hacking Asia) Recommended Tool – Kickofflabs.com
  15. 15. @Growthhackasia (Growth Hacking Asia) STEP 2: Drive Traffic…Targeted Traffic
  16. 16. @Growthhackasia (Growth Hacking Asia) 1) Contest 2) Paid Advertising 3) Social Networks 4) Content Marketing 5) Pre-Launch Platforms 6) Offline Community Building 7) PR & Influencer Outreach Pre-Launch User Acquisition Methods
  17. 17. @Growthhackasia (Growth Hacking Asia) CONTESTS
  18. 18. @Growthhackasia (Growth Hacking Asia) Contests – Case Study ”Wet Shave Club, a boutique box that delivers a range of wet shave goodies directly to your door every month.”
  19. 19. @Growthhackasia (Growth Hacking Asia) Contests – Case Study
  20. 20. @Growthhackasia (Growth Hacking Asia) Contests – Case Study Duration: 30 Days Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends RESULTS
  21. 21. @Growthhackasia (Growth Hacking Asia) Contests – Takeaways  Have a compelling and product related prize  Integrate viral referral mechanics  Post contest engagement drives sales
  22. 22. @Growthhackasia (Growth Hacking Asia) Recommended Tool – Gleam.io
  23. 23. @Growthhackasia (Growth Hacking Asia) PAID ADVERTISING
  24. 24. @Growthhackasia (Growth Hacking Asia) Paid Advertising  Generate signups  Test pitch or tagline  Test new feature ideas  Test value propositions
  25. 25. @Growthhackasia (Growth Hacking Asia) Paid Advertising - Mint
  26. 26. @Growthhackasia (Growth Hacking Asia) Paid Advertising - Groupon
  27. 27. @Growthhackasia (Growth Hacking Asia) Paid Advertising - Groupon
  28. 28. @Growthhackasia (Growth Hacking Asia) SOCIAL NETWORKS
  29. 29. @Growthhackasia (Growth Hacking Asia) Social Networks (competitor followers) STEP I : Manual Following Ok Approach Good Approach Best Approach
  30. 30. @Growthhackasia (Growth Hacking Asia) Social Networks STEP II : Interaction
  31. 31. @Growthhackasia (Growth Hacking Asia) Social Networks STEP III : Conversion (Twitter Cards)
  32. 32. @Growthhackasia (Growth Hacking Asia) CONTENT MARKETING
  33. 33. @Growthhackasia (Growth Hacking Asia) 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 Content Marketing – Mint.com
  34. 34. @Growthhackasia (Growth Hacking Asia) Content Marketing – Mint.com User Generated Guest Posts Blogger Interviews Email Signup after each post
  35. 35. @Growthhackasia (Growth Hacking Asia) Infographics Content Marketing – Mint.com
  36. 36. @Growthhackasia (Growth Hacking Asia) Content Marketing – Mint.com
  37. 37. @Growthhackasia (Growth Hacking Asia) PRE-LAUNCH PLATFORMS
  38. 38. @Growthhackasia (Growth Hacking Asia) Pre-Launch Platforms
  39. 39. @Growthhackasia (Growth Hacking Asia) Q&A AND FORUM MARKETING
  40. 40. @Growthhackasia (Growth Hacking Asia) Q&A and Forum Marketing
  41. 41. @Growthhackasia (Growth Hacking Asia) 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
  42. 42. @Growthhackasia (Growth Hacking Asia) OFFLINE COMMUNITY BUILDING
  43. 43. @Growthhackasia (Growth Hacking Asia) Offline Community Building Meetup.com
  44. 44. @Growthhackasia (Growth Hacking Asia) PR & INFLUENCER MARKETING
  45. 45. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Highly Targeted (Raspberry Pi)
  46. 46. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Somewhat Targeted (TheNextWeb)
  47. 47. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing “You have to build relationships with bloggers and influencers before you need them, not when you need them!” Outreach and Relationship Building
  48. 48. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Outreach and Relationship Building 1) Identify Influencers 2) Follow them and add them to your Twitter lists 3) Set up lists as streams in Hootsuite 4) Reach out to 2-3 influencers per day
  49. 49. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Outreach and Relationship Building
  50. 50. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Outreach and Relationship Building
  51. 51. @Growthhackasia (Growth Hacking Asia) PR & Influencer Marketing Source: https://blog.gleam.io/prelaunch/  How relevant is the audience  How much traffic are they likely to send  Have you developed and maintained a good relationship
  52. 52. @Growthhackasia (Growth Hacking Asia) BUT…. USER ACQUISITION IS JUST THE BEGINNING
  53. 53. @Growthhackasia (Growth Hacking Asia)@Growthhackasia (Growth Hacking Asia) The Growth Hacking Funnel Optimize Optimize Optimize Optimize Optimize RESULT: SUSTAINABLE GROWTH
  54. 54. @Growthhackasia (Growth Hacking Asia) Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages with friends. Don’t make Viddy’s mistake
  55. 55. @Growthhackasia (Growth Hacking Asia) Sole Focus on User Acquisition
  56. 56. @Growthhackasia (Growth Hacking Asia) No Activation, No Retention – No Growth
  57. 57. @Growthhackasia (Growth Hacking Asia) THANKS  Reach me at: Email: Anna@growthhackingasia.com Website: http://growthhackingasia.com Twitter: @growthhackasia @startupanna

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

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