Growth tips #012

June 29, 2023

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When you joined Growth Marketing Pros, we promised you one thing: Weekly, curated tips that (actually) help you grow. So here they are. 🚀

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Emphasize different types of social proof at different levels of your funnel

Source: Growth Bites

Social proof is powerful, but it'll leave customers on the table if used as a blunt instrument. Instead, show specific pieces of social proof at different points in your funnel.

ShipBob recently received a billion-dollar valuation. One thing (of many) that they leveraged to get there was a stellar social-proof strategy that emphasized different pieces of social proof at different stages.

Here's how to do the same:

  • At the top of the funnel, share big wins (primarily on social media). That includes press, awards, big clients, and the like — anything that will show that you are a trusted brand while driving people toward your website.

  • In the middle of the funnel, use landing pages to show video testimonials, case studies, and quotes showcasing the pain points that real customers/brands faced, along with the solutions you provided. At this stage, trust needs to be built up even further and the prospect needs to see how their needs can be met.

  • Then, at the bottom of the funnel, add testimonials to your pricing page. The prospect has done the research at this point and is looking at pricing — a quick confidence boost may get them off the fence.

What's trending?

GMP Talks

Brought by Solveo

We’ve been talking to founders of successful startups about how they launched their products in order to inspire people who want to start their own businesses.

In an interview with the founder of Therr, Zack Anselm, we discussed how he managed to build and launch a brand new social network and event stream that connects users in local communities. It also helps local businesses improve their customers’ experiences and make more sales by offering location marketing and geospatial branding services.

As we all know, starting a social media network is very difficult in today’s market. So, here’s what Zack has to say about it:

The biggest challenge we have faced so far has been getting our app discovered in a crowded market. Everyone is skeptical about joining a new social platform, especially since it requires creating a network of connections from scratch. We still have to deal with this problem, but we’re making progress by constantly making the first-time user experience better. The biggest hurdle was realizing that we needed to put all the focus on the social users first. Business and advertising are always secondary to the social user experience.

Zack Anselm

Use product customization to grow conversion

Source: Demand Curve

People place a higher value on things they have a hand in creating.
If you allow people to customize your product, they'll either convert at a higher rate or pay more for it.

Two examples of customization:

E-commerce: Converse allows shoppers to choose the color, shape, and star placement of their famous All-Star shoes.

SaaS: Slack lets users customize their setup with bots and integrations. Customization in SaaS also improves retention—switching costs rise as users integrate other tools.

👉A lesser-known benefit: Customization generates valuable data. Take Converse. If people self-select one particular color or style more than the rest, Converse can use that data to create a core product line.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!