Growth Newsletter #082
Welcome to the 759 new marketers and founders who joined last week!
This week we're covering influencer copywriting, SaaS surveys, and ad creatives.
Together with Vidico.
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Growth Summit 2022
We’re gearing up for this year’s Growth Summit. You're invited to join us for the most advanced virtual event for growth professionals.
Here's what you can expect:
No fluff—just 15+ hours of insights from top growth professionals and startup founders. Learn from marketers like Brian Dean of Backlinko, Jack Butcher of Visualize Value, Shaan Puri of My First Million, Amanda Natividad of Sparktoro, and dozens more.
You can get in for free by inviting three of your colleagues. Simply add your colleagues' emails when you register and we'll handle the rest. Or if you don’t want to invite others, you can just pay $500.
This week's Insights
Tap influencers for copywriting inspiration
Here’s a shortcut for refining your product copy:
Find out how influencers are promoting your competitors’ products. Then take the best aspects of their language and use it in your copy.
Influencers are experts when it comes to driving engagement and action from their audiences. And people who follow your competitors’ brand ambassadors are likely in your target audience as well.
By studying how these ambassadors talk about products—and how their followers respond—you can find out what resonates.
To find sponsored ads for your competitors, use Google. This way, you can look up public posts tagged with both #ad and the name of your competitor. You can also look up specific keywords from post captions. Some example search strings:
- site:instagram.com #gymshark #ad
- site:instagram.com @walgreens #ad
- site:instagram.com #neutrogena #ad hydro boost
Example: Look at this sponsored post from a beauty influencer. It’s a goldmine of copy ideas for skincare brands.
Run better SaaS customer surveys
Insight from Grow and Convert.
For SaaS startups, surveys are critical.
They’re how you find out what customers actually want, instead of building products, growth strategies, and business models on assumptions and beliefs.
But in practice, we’ve found that running surveys are a lot like meditation—everyone talks about it, but few actually do it.
Those that do run surveys often make these repeat errors:
- They don’t ask questions that get to the heart of customer decision making and product-market fit.
- They don’t segment the results. They lump everyone together, for less-revealing findings.
Here’s how you can fix both.
Questions to ask
Here are some possible questions—alter them based on what you’re trying to learn about your customers.
- How did you discover [X product/company]?
- How would you feel if you could no longer use X?
- What would you use as an alternative if X weren’t available?
- What’s the primary benefit you’ve experienced from X?
- Have you recommended X to anyone?
- What type of person do you think would benefit from X?
- How could we improve X to better meet customer needs?
Segments to break out
- Most active and loyal users
- Infrequent users
- People who signed up for your service or a trial but never used it
If you split out those three segments, you’re more likely to gain insights into why customers are active in your product. And why they churn.
Ad creatives for customer acquisition
Insight from Nik Sharma.
Before Apple’s update, you could focus your ad efforts on targeted, bottom-funnel creative. Low-hanging fruit.
But these days, that doesn’t fly—ads should focus on educating.
Given the update, marketers can’t pinpoint the funnel stage where prospects might see specific creative. To work around this, your creative needs to educate and sell—each piece should answer:
- What is the problem that you're solving?
- What is the brand and product?
- Why do I need this and how will the product improve my life?
- How can I trust you to be the best option?
- How do I get it right now?
This is why UGC does so well for customer acquisition—a satisfied customer naturally addresses all those questions above, and the content itself is social proof.
These ads efficiently build brand equity on the back of the performance media dollars.
Cadence does a fantastic job with this through their ad creative (also on a scrappy budget).
The best ads don't feel like ads at all, so make your ads come off friendly, helpful, aspirational, or educational.
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See you next week.
— Neal & Justin, and the DC team.