The Growth Newsletter — #002
This newsletter curates marketing insights from Demand Curve’s community of thousands of founders and growth marketers. It keeps you up-to-date on growth tactics.
Don’t abandon email unsubscribers. They’re still useful.
Based on insights from Matt Sornson of Clearbit. Lightly edited by Demand Curve with permission.
You’ve launched a new feature and want to tell your audience about it. You can send an email to your newsletter subscribers, but how do you reach the 20%+ who unsubscribed? Most people mistakenly consider this audience to be a lost cause.
- Create a custom audience of all newsletter unsubscribers on Facebook.
- Run ads announcing the new feature to that audience.
- Now you’ve reactivated people who at one point had an interest in your product — instead of forever ignoring them.
Before we continue, a heads up: we’ve removed 50 people from Slack who haven’t logged in within the past two weeks. To continue getting this newsletter, consider logging into Slack through your desktop app. And please contribute your wisdom to the conversations.
2. Should you run Bing Ads if you have Google Ads working?
From Neal O’Grady of Demand Curve.
I tested Bing on many clients for whom Google Ads worked. With Bing, however, volume is very low for the same terms. I find conversion rate is also lower (CPC’s were lower, however, so it can net out okay). Rarely was Bing a significant revenue driver, BUT you can have Bing Ads auto-sync with Google Ads. So it’s set-it-and-forget-it. Might as well test it and see.
Also, keep in mind the ‘average user’ on Bing skews older and less technically sophisticated. If that aligns with your target demographic, great.
Jeremy Gurewitz of Imperfect Produce: “I agree with Neal, with one caveat. I've had nice success on competitor brand bidding on Bing.”
Should B2B companies hire a PR agency?
Based on insights from Varun Mathure. Lightly edited by Demand Curve.
From my experience, B2B PR only has a real shot at working if it ties into something topical.
In my job at a gambling and sports-centric media company, we saw traction from running a survey to sports club fans across the UK. It asked how those fans voted on Brexit (which was and still is a hot topic). That survey took off and got us coverage in almost every major daily's web edition.
Bear in mind that a big part of our PR plan was to generate high quality backlinks that would help us scale our SEO efforts. That was the primary goal — not the traffic. Not even the brand awareness. In other words, know why you’re doing “PR” and focus on that.
Firms are extremely hit and miss. To find a good PR firm, rely on referrals. Ask your investors and founder friends.
Further insights from Casey Armstrong. Lightly edited by Demand Curve.
Have somebody on your marketing team run a half-hour bi-weekly meeting with your most public-facing executive. Use this to brainstorm how your company can fit into the narratives on Google News from that week. After each meeting, email 5-10 journalists pitching these topical angles
How to get customer testimonials from hard-to-reach executives
Based on insights from Guillaume Cabane. Lightly edited by Demand Curve with permission.
A customer testimonial from a well-known executive may be the social proof that improves conversion rates on your landing pages or in sales collateral. But executives of reputable companies are generally busy and difficult to reach.
Here's how to get the testimonial:
- 1. Contract with a freelance journalist who’s written for a reputable publication like the New York Times.
- 2. Reach out to your executive customers with something like "Hey, we have a journalist who has previously written for NYT who’s interested in speaking to a few of our customers for a piece. Do you have 15 minutes for a quick call?"
- 3. For $200 in freelancer time, you get a testimonial you can use (in the words you want) from a reputable executive. Be sure to figure out some way to make it worth the executive’s time.
- More coming: In a week or two, you’ll get another batch of growth insights. In the meantime, you can visit DemandCurve.com to learn to grow your company faster.
- Get more insights on Twitter: @julian @nealogrady
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Co-founder, FYI + KISSmetrics
VP of Growth, Imperfect Produce