This newsletter curates growth insights from Demand Curve's community. It keeps you up-to-date on growth tactics.
This week we're covering what users get, long-haul influencers, and double opt-in.
Describe WHAT users get when they click your CTAs
Insight from Demand Curve.
Most call to action (CTA) buttons aren't compelling enough. Here's how you can improve yours:
Successful startups describe WHAT you get by signing up:
- Download the ebook —> Read the book for free
- Get started —> Create your meal plan
- Sign up now —> Watch now (Start your 30-day trial)
Always remind people what's in it for them: Simple yet thoughtful changes to your CTAs could increase clicks and conversions.
How to select long-haul influencers
Insight adapted from 2PM.
While most marketers know they should be tapping influencers to sell their products, few know how to find the right influencers for the long-haul.
Here's what to look for:
1. Seek long-term relationships over one-off campaigns: Brands and products that are reinforced over time to an influencer's loyal following lead to deeper affinity. Consider working with influencers who have an interest in becoming a true representative of your brand.
2. Consider prioritizing influencers with high engagement across multiple platforms: This is a sign that their audience is engaged and excited about their content—and that they didn't just fall into meme-based fame on one channel.
3. Most startups should start with micro-influencers over macro-influencers: Influencers with smaller followings are more accessible than their celebrity counterparts. But, more importantly, relatively small followings lead to more trust. Pick creators with smaller follower counts (5,000-25,000), and tailor your message to what that audience trusts the creator to know about.
Keep in mind that influencers can outlast mediums. Ask yourself: If Instagram was to become irrelevant tomorrow, would the creators you're working with still have influence?
Use double opt-in to improve email engagement
Insight from Demand Curve.
A low open rate doesn’t necessarily mean people are ignoring your emails.
It’s possible your emails are left unopened because a visitor:
- Misspells their email address
- Uses a fake email
- Used an old corporate email
- Doesn’t align with your target audience
- Is a bot
These broken emails can be a net drag on your email deliverability.
This is one of the many reasons it's a wise idea to use a double opt-in confirmation for subscribers: Ask users to confirm their interest when subscribing.
The result: fewer emails going to spam and greater engagement from your recipients.
News and links
YouTube channel we're loving: Justin Kan. Justin started Justin.tv, co-founded Twitch (and sold it to Amazon for almost $1 billion), became a partner at Y Combinator, and invests through his venture capital firm, Goat Capital.
Here's our favorite video: Watch as Justin explains how getting arrested with the Reddit CEO proved that his startup, Justin.tv, worked.
Top virtual growth event: The Growth Innovate Conference. Join on February 24th and 25th for actionable tactics from growth leaders at Salesforce, Unbounce, Segment, Drift and other top startups. (Even if you can't attend, you can sign up to get a recording.) Get your invite here.
