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- 📈 Our 0 to 1 strategy
📈 Our 0 to 1 strategy
Hi 👋
Going from 0 to 1 is extremely hard.
A friend once said, "you need to piggyback off something to grow in your early days."
So what, leech on to someone?
Kinda... lol.
When marketers join startups, in particularly, they want to show their boss an immediate ROI. So what many marketers do is start launching Google or Meta ads.
Then they go on to create content on social, SEO, start a podcast, do a webinar, and everything they can think of until they burn themselves out.
The smartest thing you can do when going from 0 to 1 is to think deeply about what type of "distributor" already has the attention of your ideal customers.
Instead of doing all the things, laser focus on a partner marketing strategy.
For example, if you're a marketing agency, instead of constantly reaching out to companies to close deals, go after VC firms and build a partnership with them.
The VC Firm holds the attention of many different startups — and they want their portfolio companies to succeed so they can make $$$$.
This is why influencer marketing is so effective. Build relationships where the distribution is.
But here's an even better example of "distributor marketing" — yeah, we just made that up.
beehiiv (affiliate link), the platform we use for this newsletter, has grown massively in the past year. And their strategy takes on a very strategic distributor marketing approach.
On every beehiiv newsletter, there is a "Publish on beehiiv" badge at the bottom of the email (scroll down and you'll see it).
This is a typical viral loop that many startups use to help accelerate word of mouth. But what beehiiv did was stack this with a "distributor marketer" from day 1. Or should we say, day 0.
When raising capital, beehiiv strategically chose investors (the distributor marketers) that already had a following and reach on social media. And naturally, these investors launched their newsletters on beehiiv.
Excuse the atrocious diagram.
That meant, from day 1, beehiiv had a distributor that wanted them to succeed as much as they did. And that distributor actually helped accelerate their viral growth loop — absolute genius.
(This strategy is actually how we discovered beehiiv.)
Because, at the end of the day, word of mouth is the ultimate goal. But the magic comes when you think about who can help spread the word for you.
Thinking about who can help you strike that initial burst of growth is how you'll eventually grow through word of mouth — whether it be through a "made in X" badge or because you have a great product with high user/customer retention.
Bottom line, instead of doing:
You --> Your Customer
Do
You --> A distributor/partner --> Your Customer
This is how you can piggyback off someone to go from 0 to 1.
With that, let's get into what we have in store this week (lots of good stuff):
Marketing news from the past week
A product marketing framework
3 ways to identify customer wants
How well does AI content perform in SEO?
Psychographic and persona marketing
Ad from the past
Website of the week
Cool marketing jobs
And much more
🗞 In the news
🚀 All things product & growth
How a personalization strategy can 5X conversion rates, stop focusing on the wrong channels, the JTBD product marketing framework, and how to identify customer wants.
💭 Guess the riddle
What connects two people but touches only one?
Answer is at the bottom of this email
✍️ Content & social media
How to work with freelancer in content, testing Advantage Plus ads on Facebook, and how to write messages that resonate with your customers' wants.
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⚙️ SEO
How well does AI content perform in SEO, the underdog SEO strategy to beat competition, how to use SEO canonical tags, and creating alternative pages for SaaS SEO.
🔮 Psychology & branding
Using psychographics and personas in marketing, using "gifts" to reduce product returns, and a guide to building your brand identity.
🧠 Extra stuff
How great marketing "upgrades" people, how the economy is impacting retail media, and 25 lessons from a freelancer.
📣 Ad from the past
(Macintosh ad from 1984)
No purchase necessary? Now that's convincing...
💻 Website of the week
🏝 Cool remote marketing jobs
Okay, that's it for now 🧡. See you next Tuesday!
What did you think of this newsletter? |
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies." — Blair Warren
Riddle answer: A wedding ring