Product’s Growth & the Corona Virus

When we were an early-stage startup (in my previous startup) we had no other way than being marketing hackers that need to find disruptive ways to grow our product, bring more users and convert them into paying customers.

And when I’m talking about a marketing/growth hacking, I’m talking about hardcore hacking. Think of a worm inside the network that is trying to reach every hole, every spot, every opportunity and to get in — this is hacking. You have no money to spend right now, no resources, or just the Corona Virus threatening to conquer the world, but you still need to exist and even succeed.

Why am I sharing with you this specific topic in such a hectic time of our lives when the Corona Virus is spreading like crazy and people are trying to survive physically and financially? On the physical side, I cannot help you, the best doctors are working on it and will find us a solution (for now my best advice is just to wash your hands frequently :)). But on the financial side and growing your business, or just staying above the water until the crisis ends, I can help or at least share my thoughts.

We are all in the stage that needs to think in a very creative way to preserve and to grow our businesses, we have no other way. We still need to bring users to our platforms, products, to engage them and to convert them into paying customers. I truly believe that it’s time to edge our marketing focus in bringing value to our users, now more than ever. It’s either by sharing value and insights inside our product or by creating the value outside our product.

In my opinion, now, even more than ever, the product’s community is our best asset to preserve and make the users acknowledge the value that we bring to them as a business. It doesn’t matter if your target audience is B2B or B2C customers. Even if there are fewer transactions, even if people are more afraid to make life-changing decisions, just be there for your users. Support them through your product, through your value. I know it’s frightening, but by supporting them through your products or brands you will gain more loyalty and when the time is right they will bring you the highest retention rates and become your loyal returning customers. Invest now, and enjoy the fruits later.

My strongest proof of concept is the 20,000 users that we managed to bring in in 1 month while being a bootstrapped startup (you can read about it here). We didn’t sell anything, we didn’t offer any paid incentives, we just approached the users like a community and shared the value behind the product. They understood the value and felt a part of the process. We created ambassadors all over the social media, just spreading the word. And I’ve proved it again and again and again with all the communities that I’ve established, for myself and for others. If you treat your users as a community and foster that community, they will feel a part of the ecosystem that you’re creating and become your strongest driver of growth, even in times like this.

Please feel free to approach or PM me if you have any questions.

Cheers for now,

Keren