I have always been intrigued by companies that build their product on top of a community. This means that they work closely with each user to build a better product for them and to include them in the brand story. This is what I would love to do with Klu - build a product together with our users, forming a community. Our end goal is to have brand advocates from the beginning, people who truly believe in and love our product so much that they are doing marketing for us. Okay, this is my overall idea for a marketing strategy for Klu.
Overall, content marketing is probably the best way to achieve organic growth. Without digging into what everybody knows -Product Hunt, social media, webinars-, let me share my thoughts on a couple underrated, powerful, and almost always free marketing channels.
Guerilla Marketing: More traditional means of marketing are often overlooked for digital products, understandably. But especially when you lack the budget you get more creative and appreciate all lead magnets. Now, QR codes are the intersection of physical and virtual spaces so make sure to utilize them to draw people to your digital product. Print them on stickers, business cards, whatever you can think of, and bring your attention grabbing QR codes to wherever your audience may be present.
Service Partnerships: Let business networks market your product for you. Identify business networks that offer a perk program and partner with businesses to serve their community. Give them exclusive discounts to add more incentive -which they would ask for anyway-. Some examples for such business networks are coworking spaces, startup accelerators, VCs, trade associations, chamber of commerce and such.
Software Marketplaces: I can't exactly say if Product Hunt would be considered a marketplace, but there are many software marketplaces that you can showcase your product. Like service partnerships, often such marketplaces also offer exclusive deals to their audience, and companies actively search for SaaS products there.
Let's wrap up with the perfect example for guerilla marketing of digital products. When Squid Game went viral worldwide, some businesses began printing out business cards that looked exactly like the Squid Game invitation; simply a circle, triangle and a square, with square being a QR code. At first it got people hyped and the early birds got the most out of it, then everybody started doing the same thing until it died out. There are countless examples of displaying QR codes in public, be creative.
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