It’s a fact of our modern lives that there isn’t enough time to do the things that we want to do. If you’re a business owner, the temptation is to work more in your business as opposed to on your business. This is because doing the work yourself is more ‘comfortable’ than teaching other people how to do it, and trusting them to do it well. You know how to do the work and are practiced in it. Being the boss is a new kettle of fish and it’s going to take time for you to learn how to manage your workflows and marketing correctly while, at the same time, getting the work done.
Attention spans are shortening.
People are getting lazier.
Social media seems to be the only thing people have time for these days.
The popularity of visual content is growing by the second.
And it seems like your feed is filled with memes rather than a good read.
So, is blogging still as relevant as it used to be?
Should you, quite honestly, give a crap about keeping your blog going?
Here, have a truth bomb: YES. YOUR BLOG IS STILL THE KING OF CONTENT.
Raj Anand, Goodman Lantern
Over the past 11 years, I've learned something new everyday.
Over the past 11 years, I’ve learned something new everyday. Some days I’d find a great new tool, some days I’d learn a new technique. It’s important to me to keep up-to-date. Every business person needs to evolve with the pack or be left behind.
Over the past three years, a wave of new SaaS products have become available. It's hard for newcomers to find the best ones. Often, there just isn’t time to familiarise yourself with all the options out there. I’ve managed to test a lot of them and find my favourites.
I’ve got some great videos that cover my 100 top tools that I've used on my way to 7-figure revenue. Check them out here and let me know what you think. https://www.goodmanlantern.com/seminar-videos
Raj Anand, Goodman Lantern
AI has the potential to make our lives so much easier. Social media is a great testing ground for new AI tech, and it can save a whole lot of time and money. You’ve got to have a strategy that uses different platforms. You also have to be active and engaging across them all. AI has the potential to reduce your workload. You can get more done in a day by automating your most common tasks.
1. Social Media Automation
It’s become pretty normal to spend a huge amount of cash on boosting social media engagement. The more content gets pumped into the platform, the harder it is for you to get your content noticed. It’s far more cost-effective to use AI to automate the process. It’s gaining popularity as the tech gets more advanced.
Automating the process of posting content is a huge benefit in itself. More advanced tools search for the best content and send it to your subscribers. You boost engagement without lifting a finger.
2. Analysing and Selecting Content
Content creation forms a large part of any marketing budget. Your social engagement hinges on strong content. You need to hold your client’s attention.
If you have great content, people will want to read it. They’ll also share it, allowing more people to see your business. The better your content is, the better your engagement on social media will be. You’ve got to be relevant and deliver content that people love. It needs to translate well across the population, or be some form of in-joke for a select industry. Your strategy depends on your target market.
There are some fantastic AI tools that find trending topics, posts, and images. They analyse which types of content work well and deliver those results to you. It’s a marvellous way to take the guesswork out of your content development process.
3. Collecting Client Information
There’s too much data available out there. There are over 2.7 billion terrabytes (2.7 zettabytes) of data online. AI systems can do sorting work much faster than humans can. It’s more possible than ever to sift through a huge amount of information for the most relevant details.
You can learn every detail of a business’ inner workings from research alone. The amount of information available is so vast that much of it gets overlooked. Using AI to do the hard work for you is much cheaper than paying, training, and maintaining an intern.
It’s possible to filter the results to deliver specific information. The GL team and I have developed one such tool. We’re proud of it. It’s called GoPinLeads (http://gopinleads.com). Tools like ours reduce your workload and deliver leads with up-to-date information. Every salesperson has fought with expensive, obsolete data. Details in companies change more often than you think, and AI can deal with that. Automation is the future, and it will save you a ton of time.
Kiley Doll, Goodman Lantern
Video Fruit have nailed their sales funnel. It's a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.
Video Fruit used 4 Steps to make their project a success:
Phase 1: Find a Topic
Video Fruit used four steps to figure out what their course should be about:
1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?
2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.
3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.
4: When you know what people want the most, you can begin to craft an awesome product hypothesis.
Phase 2: Collect Payment First
Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.
It's easier than you think:
Step 1: Select a small group of your email subscribers based on the most interest in your topic.
Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.
Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.
Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber's feedback.
Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.
Phase 3: Create the Course
When you've reached your target 10% pre-registrations, you can start building your course:
Step 1: Choosing between the two types of courses:
- Reference Courses - Students can move through the course, using only the info they need. This is the most popular model.
- Specific Path Courses - The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.
Step 2: Choosing a Name
Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:
- What type of course have you chosen? Specific Path courses need to have a very specific name.
- What courses have you bought or almost bought? What were the names of the courses?
- There are four questions you have to ask yourself about each name:
- Do you like the name?
- Is it brief and to the point?
- Can you adapt the name to fit your course?
- Will people immediately know what it's about?
Step 3: Naming Your Course
Now you can name your course, using all the insights gained through this process.
Step 4: Create a Storyboard.
Now is the time to develop your content. You must decide on which strategies to teach. You'll also need the course structure, and how many modules you'll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:
- What will the course achieve?
- Which milestones will each student go though?
- What is the best way for your students to reach these milestones?
Step 5: Create the Content.
It's now time to start creating the content for the course.
- Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.
- Your Action Items become your Lessons. This is the best way to ensure you're covering everything you set out to. Be sure to keep your lessons to a manageable size.
Step 6: Set Up Systems
Once you have completed the first four steps, it's time to set the course up. You want it to look great and work well.
Step 7: PAS Boosts Sales.
Don't jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:
- Problem: You have to explain the problem you wish to solve.
- Agitate: Expand on the problem and show how deep the issue goes.
- Solve: Offer a solution to the problem you've identified.
Step 8: Keep Hyping
You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they're available.
Raj Anand, Goodman Lantern
Highs and lows in business are normal aspects of everyday operations. Do you waste time by investigating every fluctuation in your metrics? If you focus, you can have far better benchmarking.
So Much Data, So Few Insights?
Natural fluctuations in your key SaaS metrics will happen. It’s vital to know what “normal” looks like for your business. Most startups struggle with this.
Knowing what figures to expect from your SAAS Metrics on a normal day can be a challenge. Analyse how you arrived at the numbers you’re benchmarking against.
Be honest - have you done the math or are you visually judging your figures?
Guesswork is no way to run a business. Especially when there’s a super-simple way to benchmark your results.
Take 20 minutes out of your day to do some easy calculations. It’s good to know your averages, but that’s not enough. The “normal” range of figures for your company will fall on your average line, as well as above and below it. Next, you can begin by analyzing the numbers that fall outside of your “normal” range.
Doing the (Easy) Math
You'll need some calculations. You need to understand your Median, and your Standard Deviation.
- Median: This is the number in the middle of your data set. To find it, arrange your data from the largest to the smallest number. If you have an even number of entries, find the average between the two middle numbers.
- Standard Deviation: This measures the range of your data. It helps to figure out if your data is pretty consistent, or generally differs a lot. If your data is widespread, you need to have a wider “normal” zone.
A note on Averages: These don’t work for making business decisions. Outlying data can reduce accuracy, resulting in misleading results.
Kiley Doll, Goodman Lantern
Contacting people using the internet is the easiest thing in the world. The tricky part is contacting the right people. Are you struggling to find clients who actually need what you're selling?
Are you sure that your idea of "value" is valuable? You may be missing the mark. Wouldn't you prefer to talk to clients who are already aware of the problem you're trying to solve? It's the smart way to go... Your clients will have already qualified themselves!
The important part is to ensure that you are making a good impression from the start. The only way to achieve that is to ensure that your product is worth selling. Your solution has to fit your audience. Remember, you're trying to get these people to switch to your service instead.
You need to understand an important truth. People don't hate cold emails and Facebook Ads that are relevant to them. If you're bombarding them with stuff they don't care about (spam), they will hate you. The solution? Don't spam people.
Once you're sure of making a good impression, use an approach that finds the right people. There is a common angle to each these methods:
- Find out where your competitor's customers spend time online.
- Pull the data you need from that space.
- Use tools & tricks to make the data work for you.
- Reach out.
METHOD 1: Use Their Reviews
There are a ton of sites out there brimming with customer reviews. It's a goldmine for finding out what matters most to the people you're trying to reach. Once you understand them, you can connect with them on their level.
You'll be cold-emailing these individuals, so you need their email addresses. There are tools to get hold of these, as long as you know their first and last names, and their company name.
Step 1: Build a Scraping Recipe
There is a simple, free tool available that does this job. DataMiner is an extension for Chrome that you can set up to scrape the data you're after. You'll need a second extension called Recipe Creator. Download it, open the page you need to scrape, and create a new recipe. It takes some time to set up the recipes, but you can reuse them for any product page on the website you chose.
Step 2: Scrape with DataMiner
Open up Data Miner and select the recipe you've created. Now you can download the names, positions, industries, and company data.
Step 3: Phantombuster Matches Names & Domains
To grab email addresses we need two things. The names of company employees and the domains their companies use. Our recipe gave us the names we need, and Phantombuster can reveal the domains. It's a great automation tool for repetitive data scraping tasks. It auto-checks searches Google for company names, and saves the result in a .CSV file. You'll need to create a free account.
When you've done that, select "Agents," and then "New Agents." Delete all the data shown on the form. Copy and paste this script (https://salesfla.re/CompanyDomainRetriever) into the box. Copy the data in the .CSV file into a Google Sheet. Paste the Sheet's url into the available section in the code you pasted. Select "Settings" and make the "number of retries" more than 0. Click "Launch" and a file called output.CSV will download.
Step 4: Grab Email Addresses with FindThatLead
Now you can use FindThatLead to grab all the emails under a domain, or more specific addresses. For Domain search, you need the .CSV that Phantombuster created. Lead search requires the .CSV that DataMiner created. Remember the .CSV includes the names and surnames, as well as the domains.
The full names are in a single column, which isn't ideal. The easiest way to split the first and last names into separate columns is to use Excel. Select the name column, click "Data," and "Text to Columns." Be sure to set your delimiter to "space."
FindThatLead only gives you free 10 credits per day, so you'll want to upgrade to a paid account.
Step 5: Phantombuster Finds LinkedIn Profiles
The names and domains we've found make it possible to find reviewers on LinkedIn. The process is the same as in Step 3, but using This Script instead. (https://salesfla.re/LinkedInProfileFinderScript)
Phantombuster won't overwrite your data, instead using the first available column. At this stage, you will have a goldmine of data on your competitor's clients.
Step 6: Dux-Soup It!
Now you can use those LinkedIn URLs in Dux-Soup! It's an awesome growth-hacking tool that visits LinkedIn profiles for you. You'll be able to get connections, leads, and introductions. Dux-Soup will also pull as much data as possible from these profiles and deliver the results in a .csv file.
To make this happen, you need to make use of the paid "Revisit Data" feature. You have to trick Dux-Soup into thinking it has already visited these LinkedIn pages. You need a .CSV that matches the required format, and the first and last names filled in. (https://salesfla.re/DuxRevisitTemplate)
Paste your LinkedIn URLs into the "Profile" column, and let Dux-Soup do the rest!
Step 7: Find Facebook Audiences
Dux-Soup will offer to find email addresses for you as well. There is a points system that returns one email address for every one point you have. You can buy points or exchange for your email list. The addresses returned will often be personal Gmail accounts. Most people signed up to LinkedIn with their personal addresses. They also never changed them. You can use these personal email addresses to build Facebook audiences.
METHOD 2: Track the Technology
BuiltWith.com and Hunter Tech Lookup are fantastic sites. You can use them to find out which domains are accessing specific software. BuiltWith.com returns more results, but limits free users to 50 domain results. Hunter Tech Lookup is a free option with no strings attached. The downside is that it is less powerful than BuiltWith.com.
Here's how you can convert your list of domains into leads:
Step 1: Find Your Competitor's Clients.
Using either of the tools mentioned above, select the software you want to track. Then download the data.
Step 2: Use FindThatLead
Follow the same steps as in Method 1 — Step 4.
Step 3: Matching Names to Email Addresses
You have the email addresses you need, but don't have the names. You can't always figure out what their names are from the email addresses. Why should they trust you if you don't even know their name?
Virtual Assistants are affordable and efficient with this type of work. While they're matching names, get them to make note of the company roles attached to each person. You want to target decision-makers, after all.
Step 4: Matching to LinkedIn with Phantombuster
Follow the same steps as in Method 1 — Step 3.
Step 5: Dux-Soup
Follow the same steps as in Method 1 — Step 6
Step 6: Connect on Facebook
Follow the same steps as in Method 1 — Step 7
Step 7: Send Amazing Emails
Cold emailing is still a vital part of selling online. You have to be relevant and avoid wasting time. Your tone should be conversational, yet direct. Clever use of humour can go a long way.
Method 3: Use Your Friends on Twitter
On Twitter, friends are those people who follow you, and you follow back. Do your competitors follow fewer people than actually follow them back. Find individuals who are friends with your competitors on Twitter. That way, you're more likely to find the people they care most about.
You'll be using their Twitter handles to find their email addresses & LinkedIn URLs.
Step 1: Find your competitor’s Twitter Friends.
Step 2: Use FindThatLead to match their Twitter handles to their Gmail addresses.
Step 3: Use FullContact to find the remaining email addresses.
Step 4: Use Dux-Soup to find the LinkedIn URLS.
Method 4: Upvotes on Product Hunt
Product Hunt matches new products with people who are ready for a new solution. As a rule of thumb, you can assume that users who upvoted products like yours would also check yours out. Product Hunt links user profiles to their Twitter handles. So you can access them too.
Step 1: Get your Product Hunt Developer Token.
Create a Product Hunt account if you don't already have one. Click your avatar and select "API Dashboard," and "Add an Application." This can have any name and point to any website. Select, "Create Token."
Step 2: Scrape Twitter Handles from Upvoters.
Use this tool (https://product-hunt-upvotes.herokuapp.com/) to scrape Twitter handles from Upvoters.
Step 3: Target with Cold Emails, LinkedIn Automation, & Facebook
Follow the same steps as in Method 3 — Steps 2-4
Method 5: Watch Social Sharing
BuzzSumo is a great tool. It finds the most popular content within a specific subject, or on specific websites. You can track social media content & shares on Twitter, LinkedIn, Facebook, Pinterest, & Google+. In short, you want to know who is sharing your competitor's content.
Step 1: Use BuzzSumo to find content sharers.
Create a free 14-day trial account and search for the information you need.
Step 2: Use Dataminer
Dataminer has a public recipe called "BuzzSumo -Sharers" to scrape their details. By selecting ‘View Sharers’ you can view the individuals who shared specific content. Focus on their Twitter handles.
Step 3: Follow the same steps as in Method 3 — Steps 2-4
Method 6: Use Their Fame
There's a way to use Google Ads to use your competitor's' brand recognition and keywords.
Why would you do this?
- Brand Name keywords are cheaper.
- You'll get focussed traffic
- You build brand awareness
Make sure you don't become the top ad. These have high bounce rates and could affect your quality monitoring. Ads lower down get clicks from focused individuals looking for another option.
You can also do this on Facebook by going to Facebook Ad Manager. Select Interests, and type your competitor's page name.
- Go to Interests in Facebook Ad Manager and type the Page name.
- If you get a match, you'll be able to target that page and have it's followers see your Ads.
You can broaden your approach to include other similar pages followed by the same people.
- Select Audience Insights (or search for it using the search bar).
- Insert the page you're analysing and you'll be able to see which other pages are being liked.
Kiley Doll, Goodman Lantern
Google Analytics is far more complex than it first appears. You will likely discover lots of limitations of the system. The good news is that you can avoid the biggest mistakes by following these beginner tips.
1. Business Questions
Google Analytics is best used to answer complex and important business questions. The best analysts aren't experts at using the tool. They are the ones capable of using it to answer business questions and find valuable answers.
2. Go for Goals
Google Analytics isn't helpful without setting goals. The tool offers the option to create these for yourself. By doing this, you'll be able to track your numbers better. Once logged into the tool, click Admin, choose your view, and click Goals. Select +New Goal or import one.
3. Strategic Event Tracking
Google Analytics Events improve understanding of traffic and goal analysis. You'll be able to understand what visitors to your site are doing. You need to know what the important interactions are, and how they relate to your business goals. What do you want people to do on your website? What can you improve?
4. Redefine Bounce Rates
It is not always accurate to assume that high bounce rates are negative and low bounce rates are ideal. Bounce Rates are single interactions with your site. Not someone landing on your page and leaving. You can set up interaction, and non-interaction events - each has it's own benefits.
5. Using Funnels
Goals and funnels go hand in hand. You can organised funnels to follow the steps your users take. You can discover the spots where people "fall off" the path. Using these insights helps you to fix the faults in your conversion funnel.
6. Horizontal Funnels
These form part of Google Analytics Enhanced E commerce set, and allow you to learn even more. With access to these funnels, you can customize your outputs. Classic funnels have limited abilities. Horizontal type funnels offer far greater insights. You can even filter then to deliver the desired results. The Enhanced E commerce offering has useful features that will improve your analytics.
7. Boost Testing Tools with Google Analytics
A/B Testing is vital, yet testing tools don't always give the full story. Your tools may not be untrustworthy, but may not offer every possible insight. Integrating tests with Google Analytics lets you see what users are doing in more detail.
8. Custom Segmentation
You need a deeper look into your Google Analytics. Averages are unreliable and never show the full picture. You need to dig deeper to find the answers to the more complex business questions. Creating custom segments is helpful for gaining a deeper understanding of your data.
9. RegEx Rocks
RegEx is shorthand for Regular Expression. It's a way of expressing search strings and patterns with symbols and characters. It helps you create filters, create unified goals for different pages, and hone your funnel steps.
10. Custom Reports
Using custom reports is a great way to boost your use of Google Analytics. They allow you to build reports & dashboards into the interface. Custom reports are easy to make, and boost the usability of the tool.
11. Automatic Reports
Automating tasks that repeat often is the most productive way to run your analytics. You'll need to use a different tool, such as Google Sheets or Data Studio. Combining Google Analytics API with Sheets offers better mathematical capabilities. Data Studio offers ease of use.
12. Improve Your Site Speed
You'll convert more an optimized site. Make sure it works across all platforms including phones, tablets, and browsers. Users will leave your site if they don't have a smooth experience.
Running Browser & OS reports shows your conversions, bounces, and more for every browser. Page Timing reports show you the speed of your site, allowing you to find slow areas.
13. Use Views
Companies often set up their Google Analytics views in different ways. Use these three views right off the bat:
Raw Data View: This should remain untouched as a benchmark for your other views.
Sandbox View: Test out settings before converting them into permanent Master View.
Master View: The completed and finalized versions of your Sandbox View.
14. Accurate Implementation
Companies need reliable data that can be completely trusted. To ensure you can trust the results you're getting, it's best to do an audit of the tool. Being critical and asking key questions will result in accurate readings.
15. Sub- and Cross-Domain Tracking
You need to stay on top of your cross-domain and subdomain tracking. It will help you get the an accurate idea of how customers use your site. Tracking in this way is an important step in ensuring your analytics are accurate. If the customer journey becomes segmented, your insights suffer.
16. Audit your Campaign Tracking.
Campaign tracking is vital for marketers. You need to know where your results are coming from.
Google Analytics uses five different UTM tags to do this. Medium, Source, Campaign, Content, and Term. The Medium & Source tags are default. The Campaign tag tracks marketing campaigns. The Content tag distinguishes between the various campaign versions. The Term tag shows the paid search keywords that resulted in clicks.
17. Custom Dimensions.
Dimensions describe your data, and there are many built into the tool. Using Google Analytics at a higher level requires custom dimensions. This is vital for measurement strategies. Custom dimensions help to combine data from Google Analytics with external data. It's necessary to use phone call data, firmographic data, and other specific info.
18. Calculated Metrics
This is a great way to improve your experience of using Google Analytics. It allows customization of analysis and measurement functions. Calculated metrics can be set up if the data is valid and accessible.
19. Filters are Your Friends
Focused data wins over broad data every time. The more you analyse the numbers, the fewer distractions you will encounter. Filters are useful for removing the noise that can get in the way of the data you need to analyse.
20. Use Custom Alerts
Alerts can be set up to track almost any variable. The most common uses are detecting dips in traffic, revenue, and conversions. It's useful to detect broken pages, and even more complex variables.
21: Avoid Sampling Limits
Google Analytics uses a random selection of your data instead of the full set. The accuracy of these samples appear in the right-hand corner of the report screen. Taking your risk profile into account, sampling may not be an issue for you. If it's causing challenges, there are some workarounds you can use:
Online Metrics suggests these 8 solutions:
- Adjust Your Data Range
- Use Standard Reports
- Create New Views with Filters
- Reduce the Amount of Traffic per Property
- Sample Your Data by Modifying Tracking Code
- Use Google Analytics API
- Use Google Analytics Premium or Adobe Analytics
- Use BigQuery
22. Analyze Data in R
Learning a language like R is super helpful. You'll move past data sampling and learn to produce awesome visualizations. You can also create automated reports, run complex models, and interactive Shiny Applications.
23. Content Ideas with Site Search
If you have a search function on your website, you can use it to find out what your readers want to read about. Using this info, you can create content that meets the demands of your site users.
24. Integrating Pre- and Post-Purchase Data
Combining your pre-purchase and post-purchase data is vital. You'll gain a full understanding of your client's interactions. Run your CRM data through the tool and export all the data to an external database. Then, you can get the whole picture of what your clients are doing.
25: Attribution Models
Attribution helps to answer the question of how well a company's resources are being used. Models reduce the complexity of this task. Time-to-purchase and touch-points to conversion help you figure out if you need attribution. The tool offers attribution models to assist in the process. Each also offers different insights.
It's tricky to develop the best possible content strategy. Getting the attention of heads of department is a real challenge. Modernweb was struggling with this, and went to Grow & Convert in search of a breakthrough. Modernweb connects businesses with top software development talent.
At first glance, their content was far too technical. They were attracting other developers, but not the department decision makers. Grow & Convert proposed an approach that focussed the content on the customer you want to reach.
Step 1: User Research
The process began with identifying past clients and the types of projects required. Grow & Convert found that decision makers often have little to no coding experience. As a result, there was a communication barrier in the language they were using. The content strategy was shifted to target executives within technology companies.
Step 2: Pain Points
The next step was understanding the difficulties these execs face, so that Modernweb could approach them with a solution. The issues identified included:
- Sourcing & retaining the best talent.
- Getting executives & boards to opt in.
- Staying ahead of the curve with technology.
- Understanding the risks of changes.
- Benchmarking against competitor's strategies.
Step 3: Develop Content Strategy
Grow & Convert have seen success with creating original content, instead of repeating what is already available. The decision was made to tell stories that are relevant to the industry. Decision makers are motivated to learn about the decisions other companies are making. Playing on that interest is a great way to get their attention.
Step 4: Spreading the Word
Research was conducted to find the community members most likely to share Modernweb's content, and searching for influencers to assist in the process. Embracing these new tactics led to over 9,500 unique page views, with each user spending more than 9 minutes on the page.
Grow & Convert follow the usual tactics of promoting articles on social media, but take it a step further. They approach online communities and publications that tech executives might visit. Pre-promotion is an important part of the process and includes joining Facebook, LinkedIn, and Google+ groups, and collecting press contacts. These journalists and publications received pitches and descriptions that match the social media presence.
Grammarly is the most convenient way to check your spelling and grammar. Their browser plug-in helps you make changes across a wide range of platforms, and uses machine learning capabilities to better understand language.
Grammarly knows how to drive interest. With no venture capital input for the first 8 years, they’ve still managed to grow to 6.9 million daily users. Their digital marketing is on point!
Grammarly have a powerful content marketing strategy. They’ve added a CTA labelled “Get Grammarly” on the top right corner of their website. It leads you to the download page for their plug-in. They have a blog-post containing more than 2000 blog posts.
Social Media has become a necessity for businesses. Growing their visibility pulls in different types of users. They’ve taken a lighter approach to grammar and spelling, using humor to show why you need their services.
Youtube shows the best traffic returns for Grammarly. 54.43% of their social media traffic comes from YouTube. Their channel is small but effective. Their ads show how useful their tool is, using everyday situations. Adding a CTA into the videos boosts traffic to their download page as well.
Grammarly’s Facebook page has very little content about their actual services. They create content that will appeal to their audience. They understand that building a connection with your audience is vital.
Quora pushes 40k monthly visitors to Grammarly’s site. They have 23k followers and 150 questions relating to their profile. The odd thing is - Grammarly’s plug-in doesn’t support Quora. Their success on this platform is also due to their ads.
Grammarly posts about 7.5 tweets every day. More importantly, 88.7% of these get retweeted by their followers, and 91.5% of their tweets are retweeted. Twitter generates 16k site visitors monthly.
WhatsApp Web is the desktop version of the popular mobile app. It’s easy to connect using the handy QR code. Grammarly’s plug-in works with WhatsApp Web, correcting people’s texts in real-time. The plug-in offers a link to an explanation of why your grammar is being corrected. Clicking on the link drives more traffic to their website.
Grammarly generates 31 million visitors per month. While a large number of these are from plug-in users, it’s difficult to know exactly how many. Their bounce rate is great too, with 1 in every 2 visitors sticking around on the website.
Direct Response Marketing
Grammarly have made the effort to research challenges that people encounter every day. Their communications offer solutions and guidance. Their blog is angled to offer real-world help.
There are growing number of sites and services that backlink to Grammarly. They’ve positioned their service to be attractive to schools and government institutions. These institutions also need grammar and spelling checks. Grammarly has cross-linked with highly sought-after .edu and .gov sites. These improve their Google rankings substantially.
Grammarly has 540k monthly users from Google Ads. They get these awesome results by bidding on up to 20k keywords, with 25% US-based and 6% in Australia.
Grammarly offer a paid upgrade to their free offering. It includes better results and deeper plagiarism checks. The free version catches mistakes, but not all of them. This strategy helps to convert free users into paying clients.
At the end of 2015, 76% of recruiters said that the biggest challenge they faced was locating candidates with skillsets which matched the criteria their clients were looking for. In an industry that is heavily shifting towards a more marketing-centric approach, challenges like these (among others) can only be overcome by adapting to new techniques and tactics, most of which revolve around online marketing and digital content.