Pre-Launch User Acquisition

@Growthhackasia (Growth Hacking Asia)

PRE-LAUNCH USER

ACQUISITION

BKK Web Meetup @ Launchpad

7th April 2015

by Anna Rehermann (@startupanna)


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


• 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


PRE-LAUNCH USER

ACQUISITION


If I build it, they will come…


Nope, they wont

Nope!


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


STEP 1:

Pre-Launch Signup Page


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


Signup Page Referral Mechanics


Simple Design

Appealing image

Clear message

Clear, contrasting

CTA

Only ask for email

address

Incentive for sign

up

Sample Signup Page II


Signup Page Referral Mechanics


Recommended Tool – Kickofflabs.com


STEP 2:

Drive Traffic…Targeted Traffic


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


CONTESTS


Contests – Case Study

”Wet Shave Club, a boutique box that delivers a range of wet shave

goodies directly to your door every month.”



Duration: 30 Days

Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends

RESULTS


Contests – Takeaways

Have a compelling and product

related prize

Integrate viral referral mechanics

Post contest engagement drives

sales


Recommended Tool – Gleam.io


PAID ADVERTISING


Paid Advertising

Generate signups

Test pitch or tagline

Test new feature ideas

Test value propositions


Paid Advertising - Mint


Paid Advertising - Groupon


SOCIAL NETWORKS


Social Networks

(competitor followers)

STEP I : Manual Following

Ok Approach Good Approach Best Approach


Social Networks

STEP II : Interaction


Social Networks

STEP III : Conversion (Twitter Cards)


CONTENT MARKETING


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



User Generated Guest Posts

Blogger Interviews

Email Signup after

each post


Infographics



PRE-LAUNCH

PLATFORMS


Pre-Launch Platforms


Q&A AND FORUM

MARKETING


Q&A and Forum Marketing


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


OFFLINE COMMUNITY

BUILDING


Offline Community Building

Meetup.com


PR & INFLUENCER

MARKETING


PR & Influencer Marketing

Highly Targeted (Raspberry Pi)



Somewhat Targeted (TheNextWeb)



“You have to build relationships with bloggers and influencers before you

need them, not when you need them!”

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



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


BUT….

USER ACQUISITION IS

JUST THE BEGINNING

@Growthhackasia (Growth Hacking Asia)@Growthhackasia (Growth Hacking Asia)

The Growth Hacking Funnel

Optimize

Optimize

Optimize

Optimize Optimize

RESULT: SUSTAINABLE GROWTH


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


Sole Focus on User Acquisition


No Activation, No Retention – No Growth


THANKS

Reach me at:

Email: [email protected]

Website: http://growthhackingasia.com

Twitter: @growthhackasia

@startupanna

Pre-Launch User Acquisition

Marketing

Transcript of Pre-Launch User Acquisition