Product-Led Marketing: Unlocking Growth through Organic Search and Virality

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Sep 19, 2023
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Product-Led Marketing: Unlocking Growth through Organic Search and Virality
Introduction:
In the world of marketing, product-led growth (PLG) has emerged as a powerful strategy for driving efficient and sustainable growth. However, achieving success with PLG is no easy feat, as it requires attracting a large pool of potential users while keeping customer acquisition costs low. This article explores the concept of product-led marketing and delves into two primary strategies for driving growth: organic search/SEO and product virality. We will also examine how standout PLG products leverage these strategies to attract and retain users.
Organic Search/SEO:
One of the key pillars of product-led marketing is leveraging organic search and SEO to make it easy for end users to discover your product when they need it. Leading PLG products like Airtable, Miro, Snyk, Webflow, and Zapier have mastered this strategy, with 40% of their new users coming from organic search and SEO. These products treat search-oriented content as a natural extension of their product experience, offering real value to users.
For instance, Snyk regularly updates its tool to address new vulnerabilities, giving users a reason to come back. The company also incorporates user-generated content by encouraging visitors to disclose new vulnerabilities. What sets Snyk apart is its clear call to action, inviting users to try their core product. By offering a solution that automates vulnerability testing and fixes, Snyk entices users to integrate their apps with the platform. This approach not only attracts new users but also helps them get activated quickly, making them feel like the product was tailor-made for them.
Another effective strategy is to provide templates that cater to specific user needs. Templates not only attract new users but also facilitate quick user activation. Platforms like Miro leverage templates sourced from their power users, creating a thriving community where users can monetize the templates they create. This community-driven approach fosters engagement and loyalty among users.
Product Virality:
Product virality plays a crucial role in driving growth for PLG companies. While external virality through multiplayer use and product exposure is well-known, internal virality within organizations is equally important. Understanding the virality of your product is key to unlocking its growth potential. A simple way to measure virality is by analyzing direct traffic via Google Analytics, which indicates the share of people who visit your website without searching on Google or clicking on an ad.
Calendly, the appointment scheduling software, is a prime example of leveraging external virality. Users invite people outside of their organization to schedule meetings, creating a viral loop that expands Calendly's user base. This approach taps into the power of word-of-mouth marketing and encourages users to spread the word about the product.
Removing Friction from Being Social:
While product virality is essential, it's crucial to identify and eliminate any friction that hinders the spread of your product. Loom, the async video software, initially faced friction with its user types - paid creators and free viewers. To overcome this, Loom adopted the Figma approach, allowing new editors to be invited for free at any time. By reducing barriers to entry, Loom made it easier for users to share and collaborate, thus enhancing its virality.
Additionally, B2B companies can consider adding a watermark to their product, especially for free or self-service customers. This watermark, when URL-enabled, can serve as a subtle marketing tool that spreads brand awareness when shared with others.
Actionable Advice:
- 1. Leverage organic search and SEO: Invest in creating search-oriented content that offers value to users. Treat it as a natural extension of your product experience and ensure it is easily discoverable.
- 2. Foster community engagement: Embrace user-generated content and templates to encourage users to interact with your product and each other. Create a space for users to share their expertise and monetize their creations.
- 3. Optimize for virality: Identify the virality of your product and leverage external and internal virality loops. Encourage users to invite others and make it easy for them to share and collaborate.
Conclusion:
Product-led marketing is a powerful approach to drive growth, but it requires a strategic combination of organic search/SEO and product virality. By leveraging these strategies, standout PLG products have successfully attracted and retained users. To unlock the full potential of product-led marketing, businesses must focus on removing friction and optimizing for virality. By following these actionable advice, companies can achieve sustainable growth and establish a strong presence in their respective markets.
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