📝 From The Blogs
I've been seeing/reading a lot of content lately on positioning and messaging, which is SO refreshing and encouraging to see this hard-to-find content finally surface. The underlying theme of this post is: "Why doesn't 'marketing research' get the same attention and acceptance as 'product research?'" Rand is highlighting a key flaw in marketing practice today, which is that companies aren't doing the research necessary to effectively target the right group of prospective customers.
The Animalz team have keenly identified five stages of content's audience growth: A spike phase when the post is first published, a trough phase where it looks like growth is stagnant, a growth phase as pageviews increase over a few months, a plateau phase as growth levels out, and a decay phase as traffic to the post starts to drop off. The core lesson is that every successful post has both an initial spike in traffic through manual promotion as well as delayed growth in traffic through SEO.
This post makes a compelling argument for value-based pricing. Pricing is like brand messaging and positioning: It's the big hairy gorilla in the room. It's so hard to nail down and it's constantly changing. People buy products only because of the clear and tangible value they receive out of it. Use customer interviews and surveys to determine A) your main value proposition B) price sensitivity and C) how to align your product growth with your customers' growth.
"It’s a convenient belief that after you decide to build your software as a service (SaaS), Google AdWords and other networks will enable you to outsource all of your marketing efforts and focus less about user acquisition. This is not always true." 👏👏👏 In short, the math MUST be in your favor for paid advertising to work for your startup at scale. Many startups have absolutely zero idea if the math is in their favor, but it's critical that you do.