Launch is Just the Start: Growth Transforms Marketing

How and Post-Launch Growth (User Acquisition) is Transforming Marketing

The strategies surrounding and post-launch growth (user acquisition) and marketing are undergoing a seismic shift. It’s no longer enough to simply build a great product; you need a bulletproof plan to get it into the hands of your target audience, and keep them engaged. Are you ready to rethink everything you thought you knew about launching and growing a business? I think you should be.

The Death of “Build It and They Will Come”

The old adage, “build it and they will come,” is dead. Gone. Kaput. While a superior product is still essential, relying solely on its inherent goodness to attract users is a recipe for disaster. The digital marketplace is far too crowded. Competition is fierce. Consumers are bombarded with options. If you aren’t actively and strategically pursuing user acquisition, your amazing product will likely languish in obscurity.

I saw this firsthand with a client last year. They developed a fantastic new project management tool, genuinely innovative. However, they allocated almost their entire budget to development, leaving scraps for marketing. The result? A near-silent launch, minimal user adoption, and a very nervous CEO. They eventually recovered (after a hefty injection of marketing spend), but the initial stumble could have been avoided with a more balanced approach.

The Pre-Launch User Acquisition Strategy: Laying the Groundwork

Smart user acquisition begins long before the product launch. It’s about building anticipation, creating a community, and validating your assumptions. Here are a few key elements:

• Market Research and Audience Definition: This is Marketing 101, but it’s surprising how many companies skip this step. Truly understand your target audience: their demographics, psychographics, pain points, and online behavior. What platforms do they use? What content do they consume? What are their biggest challenges? Tools like Semrush and Ahrefs can be invaluable for this.
• Building an Email List: Start collecting email addresses early through landing pages, content upgrades, and social media campaigns. Offer something valuable in exchange for their email, such as an e-book, a webinar, or early access to the product.
• Content Marketing: Create valuable and engaging content that addresses your target audience’s pain points. This could include blog posts, articles, videos, infographics, and podcasts. Focus on providing real value, not just promoting your product.
• Social Media Engagement: Build a presence on the social media platforms where your target audience hangs out. Share valuable content, engage in conversations, and run contests and giveaways to build excitement.
• Public Relations and Influencer Outreach: Reach out to journalists, bloggers, and influencers in your industry to get them to write about your product. Offer them exclusive access or early review copies. Consider, too, that your press release doesn’t suck enough.

Don’t underestimate the power of a well-executed pre-launch campaign. It can generate significant buzz and drive a surge of users to your product upon launch. I had another client, a local Atlanta bakery, who used this strategy masterfully. They hosted a series of “sneak peek” events, inviting local food bloggers and influencers to sample their new menu items. The resulting social media coverage created a frenzy of anticipation, and their grand opening was a massive success.

Post-Launch User Acquisition: Sustaining Momentum

The launch is just the beginning. The real work of user acquisition starts after your product is live. Here’s where you need to focus on driving traffic, converting leads, and retaining users.

Paid Advertising

Paid advertising can be a powerful way to drive targeted traffic to your product. Platforms like Google Ads and Meta Ads offer sophisticated targeting options, allowing you to reach your ideal customers with laser precision. However, it’s crucial to have a well-defined budget, a clear understanding of your target audience, and compelling ad creatives. Specifically, in Google Ads, make sure you are using Performance Max campaigns. They’re better than the old Search campaigns. We’ve seen much better results.

Caveat: Paid advertising can be expensive, and it’s easy to burn through your budget without seeing a return. It’s essential to track your results carefully and optimize your campaigns accordingly. A/B testing different ad creatives and targeting options is crucial.

Search Engine Optimization (SEO)

SEO is the process of optimizing your website and content to rank higher in search engine results pages (SERPs). This can be a highly effective way to drive organic traffic to your product. Focus on creating high-quality, keyword-rich content that is relevant to your target audience. I’m not going to lie; this is a long game. But the payoff is huge.

Here’s what nobody tells you: good SEO takes time and consistent effort. Don’t expect to see results overnight. However, with a solid SEO strategy, you can build a sustainable stream of organic traffic that will drive user acquisition for years to come.

Content Marketing (Continued)

Content marketing is not just for pre-launch. It’s an ongoing process of creating valuable and engaging content that attracts and retains users. Continue to create blog posts, articles, videos, and other content that addresses your target audience’s pain points and provides them with valuable information. Promote your content on social media and through email marketing.

Referral Programs

Referral programs incentivize existing users to refer new users to your product. This can be a highly effective way to drive user acquisition, as people are more likely to trust recommendations from friends and family. Offer attractive rewards to both the referrer and the referee.

Community Building

Build a community around your product by creating a forum, a Facebook group, or a Slack channel. This provides a space for users to connect with each other, share feedback, and get support. A strong community can be a powerful driver of user acquisition and retention.

Case Study: “FitTrack” – From Zero to 10,000 Users in 6 Months

Let’s look at a hypothetical example. “FitTrack” is a fitness app designed for users in the metro Atlanta area, focusing on tracking workouts at local gyms like LA Fitness on North Druid Hills Road and providing recommendations for healthy restaurants near Emory University Hospital. Their initial budget for marketing was $10,000.

Pre-Launch (3 Months): FitTrack invested $2,000 in a pre-launch campaign. They built a landing page offering a free workout guide in exchange for email sign-ups. They ran targeted Facebook Ads to fitness enthusiasts in Atlanta, focusing on zip codes near major gyms. They also reached out to local fitness bloggers and influencers, offering them early access to the app.

Post-Launch (6 Months): FitTrack allocated the remaining $8,000 to post-launch marketing. They ran Google Ads targeting keywords like “Atlanta fitness app” and “workout tracker.” They created a blog with articles on topics like “Best healthy restaurants in Buckhead” and “Top 5 gyms in Midtown.” They also implemented a referral program, offering users a free month of premium access for each friend they referred. They used Mixpanel to track user behavior and identify areas for improvement.

Results: In 6 months, FitTrack acquired 10,000 users. Their referral program accounted for 30% of new users. Their blog generated 2,000 organic visitors per month. Their paid advertising campaigns had a conversion rate of 5%, generating a steady stream of new users. More importantly, they saw a 20% increase in user retention due to the community they fostered within the app.

The Future of User Acquisition: Personalization and Automation

The future of user acquisition is all about personalization and automation. Consumers are demanding personalized experiences, and marketers need to deliver. This means using data to understand each user’s individual needs and preferences, and then tailoring your marketing messages accordingly. Marketing automation tools like HubSpot and Marketo can help you automate your marketing efforts and deliver personalized experiences at scale.

We’re also seeing a rise in the use of artificial intelligence (AI) in user acquisition. AI can be used to analyze user data, predict user behavior, and optimize marketing campaigns in real time. AI-powered tools can help you identify your ideal customers, create more effective ad creatives, and personalize your marketing messages. According to a recent IAB report, 67% of marketers are already using AI in their marketing efforts, and that number is expected to grow significantly in the coming years. For more on this, read our article on AI and the future of landing pages.

Measuring Success: Key Metrics to Track

You can’t improve what you don’t measure. It’s essential to track your user acquisition efforts and measure your results. Here are some key metrics to track:

• Cost Per Acquisition (CPA): The cost of acquiring a new user.
• Customer Lifetime Value (CLTV): The total revenue you expect to generate from a single customer over their lifetime.
• Conversion Rate: The percentage of visitors who convert into paying customers.
• Retention Rate: The percentage of users who continue to use your product over time.
• Churn Rate: The percentage of users who stop using your product over time.

By tracking these metrics, you can identify what’s working and what’s not, and then optimize your user acquisition efforts accordingly. Use analytics platforms like Google Analytics and Amplitude to track user behavior and measure your results. If you need a place to start, here’s a beginner’s guide to app analytics.

Stop thinking of marketing as an afterthought. It’s an essential ingredient for success. Start building your user acquisition strategy before you even write a single line of code, and you’ll be well on your way to building a thriving business. The shift to proactive, data-driven, and personalized marketing and post-launch growth (user acquisition) is here to stay, so embrace it. For more, read about launch growth pre and post launch.