The Growth Newsletter — #010

This newsletter curates marketing insights from Demand Curve’s community. It keeps you up-to-date on growth tactics.

If you don’t find this valuable, you can permanently unsubscribe at the bottom of this email. If you like it, try Demand Curve's growth training.

Make good ads popular, then re-release them

Insights from Paul Benigeri of HVMN.

People are more likely to click an ad if they think lots of other people have clicked it. It’s human nature to pay attention to anything with social proof. But it can be expensive to run ads long enough to accrue thousands of reactions and shares.

The trick? Duplicate your best-performing ads, run them internationally to countries with low CPM’s, then switch targeting back to your actual audience once you’ve accrued lots of inexpensive engagement.

Advice for growing podcasts

Insights from Julian Shapiro of Demand Curve.

• I haven't started a podcast yet because I insist on my interviews being shot on video. Why? YouTube video is the greatest distribution multiplier for podcasts. Its algorithm greatly rewards high quality interviews. There is no faster way to grow a podcast, and it’s foolish to ignore that free virality.
• Yes, many podcasts have grown without YouTube. But, most of them had pre-existing audiences or brand awareness: think celebrities, bloggers, news publications, etc.
• Here’s another tactic for growing podcasts: Focus on interviewing guests who bring their own audiences. Get guests with newsletters that they can distribute your episode to. Or guests who are already being searched for on YouTube. Now you don’t have to lift a finger.

How did Intercom get so big?

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Enrich your leads, darnit

Insights from Warren Wu of Upkeep.

Many startups use Clearbit and PeopleDataLabs to enrich their signups. That means that when a customer signs up with their email, the Clearbit or PDL API is pinged to look up that person’s company, job, and social details. You can learn a lot just from an email address.

However, you won’t always get up-to-date information. Sometimes you won’t get information at all. But, if you’re an enterprise company for whom every lead is potentially worth a lot, it’s time to consider paying an inexpensive UpWorker to browse LinkedIn and Google to manually enrich every lead with relevant data.

Why? The more you know about your leads, the better you can segment your sales, email, and ad campaigns — to convert more leads into paying customers. Startups can drastically improve conversion/close rates through better personalization.