What else is our audience
searching for? And what else do they use to describe this problem? Note: AdWords’ numbers should be viewed as ranges, not absolutes (e.g. 880 might mean 300-1,200 actual searches/month)
Didn’t try the product Tried,
but didn’t love it Tried & loved the product What do you think the product does? What made you try it? What made you try it? What would make you more likely to try it? What are your biggest objections to signup? What objections did you have and how did you overcome them? What caused you to stop using the product? What would have made you stay a customer? What objections did you have and how did you overcome them? What’s been most valuable to you? If you’ve loved it, can we share your story?
ID usage & profile characteristics
shared by your most loyal users. Encourage & message both in the product, & via external marketing, those traits in the rest of your audience. Recognize & reward, as personally as possible, users that exhibit behaviors that trend toward loyalty & amplification. Don’t be fooled by my oversimplification; this process is even harder than acquisition marketing.
Organic channels, like products themselves,
need time to experiment, fail, learn, & iterate The 1st WB Fridays were some of our worst performing content. But, after years of experimenting, we found a formula & an audience, & now they’re some of our best.