And getting people to consistently pay you for your product is even harder. Companies will often boast about how great their product is, what features it has, and how much better it is than the competitors.
Truth is… no one cares.
Good marketing isn’t telling someone about your great product.
Good marketing is showing how your product helps your customers accomplish great things.
My co-founder Steven and I have tried dozens of different marketing tactics and growth strategies since we officially launched 12 months ago. Some tactics have worked and some have failed, but we’ve learned that nothing works better for us than highly-polished content.
I’m not talking about writing 1 or 2 blog posts every week on our blog either; I’m talking extremely high-quality, educational content that takes weeks—sometimes months—to produce, like our Advanced Guide To Sweepstakes.
Our guide took us 3 months to compose and publish, but it has been the best marketing tool for growing our business. To give an idea—with the very first iteration—67% of people who read the guide and clicked through to ViralSweep signed up, and 23% of those people eventually upgraded to a paid plan. In comparison, our blog has 26 posts, yet only 9% of people who read it click through to ViralSweep and sign up, and only 8% of them eventually upgrade to a paid plan.
While setting our marketing goals for 2014, Steven and I decided to produce more polished content. We believe that sharing our expertise with customers and helping their businesses grow is much more impactful than touting our features.
The guide has been so effective for us because it’s a free educational tool that teaches businesses how to properly handle the entire process of running a giveaway: how to build, launch, promote, and make sales from your promotions. Once readers understand the content in the guide, it’s easy to join ViralSweep and get started immediately.
Sharing our expertise with customers and helping their businesses grow is much more impactful than touting our features.