This campaign drives curiosity in developers who have a niche problem that your product can solve, resulting in new user signups.
If anything drives a developer more crazy it's when they can't solve a problem. It could be as simple as how to better organize their email—they want to find the most efficient and ideally automated way to do every task.
If your product can solve a niche problem that developers currently face, you should leverage this opportunity to scream it from the rooftops. More importantly, have your customers & network scream it from the rooftops.
This is a campaign that is recommended as a part of the Founders guide for developers. Campaigns are executable projects that usually end with multiple deliverables, and multiple success metrics to track success to.
The intent of this campaign is to find a developer problem that your product solves and leverage that opportunity to build a campaign around it. Whenever you create any piece of content or deliver any type of campaign, it's key to ensure you are repurposing content whenever possible. Each successful campaign should touch on every focus area.
You should have the following properties setup already in order to complete this campaign:
- Google Analytics
- Community tracking tool
- Twitter profile
- Community — any way for multitple folks to engage with one another
Use the following list as a guide to get you started with ways to accomplish this campaign.
|🆕 Attract new users||Blog post
|Attract new users by creating rich content that showcases a key use case.
Leveraging social media to both share the blog and grow your audience
|💬 Engage to better understand your audience||Create community space for users
Engage in external developer communities
|Build a sense of belonging that will drive active community involvement.
Engaging, authentically, in external communities will attract new members to you because of your thoughtful actions.
|⚖️ Elevate to scale your efforts||Close circle advocacy
Elevate users leveraging this use case
|When you ask for support 1:1 you will get much greater results then if you ask your network to share something.
Building up your users will help you build trust. You are also leveraging their audience & network
Each deliverable should have the same goal—new user sign up. Sure, you want traffic to these pieces, but what is the step you want your users to take after absorbing each deliverable? To signup for you product. It should be crystal clear which leads are coming from this campaign—and one level deeper—knowing which deliverable were more impactful than the others, and why. You always want as much data as possible so you can break it down, better understand your audience and learn from it.
This will allow you to start to learn your audience. Maybe you can completely skip certain deliverables because they don't work with your audience. However, be sure to remember to continue to test this over time though. Maybe social posting is useless right now because you're establishing your following still, but that doesn't mean it will always be that way.
|Deliverable||Metric tracked||Tool to track|
|Blog post||New user signups
Community tracking tool
|Social posts||Twitter activity
|Community tracking tool or Twitter data|
|Community space for users||Community tracking tool||Depends on platform|
|Engage in external communities||New user signups
CTA source (bitly)
|Close circle advocacy||Activity from advocates||Community tracking tool|
|Elevate users||Activity from advocates||Community tracking tool|
A blog post explaining the niche developer problem, ideally in story form where a developer can find themselves relating to the story being told. Wrapping up the blog post with an example of how your product is able to solve this problem and the basic insights for someone to duplicate.
Be sure to complete the post with a CTA to your user signup link. If you've done a good job in your blog post, they should be ready to leverage your product for this exact case—make it as easy as possible for them to get started through that CTA.
Use cases are what developers want to hear about. How exactly can your product solve their problems? And ideally with the least amount of effort and setup time.
If you can control the environment your users land in after signup, do that for this use case. For example, Asana has templates for different projects—this is how you begin to envision yourself using their product. You're getting a novice users experience, right off the bat. You get to see how powerful it is right away. Clever, right?
Draft 25 to 30 different social posts framing the content of your niche use-case in different ways, to attract different types of developers considering different communities and the tones within those communities. You should be posting 3+ times a day, reuse these as necessary in your social calendar.
Social posts are so unreliable. Some developer audiences like bitter honesty, while others prefer humor. It's impossible to recommend the best way to pitch your solution, but get creative, and speak to your audience. This is where getting to know your developer audience personas can be valuable.
Be agile. Try one angle, and if that doesn't work, spice it up until you find a way that works for your brand and community. Be careful as you experiment and stay within the tone of your developer community.
Create a community space for these users
When you find a group of like-minded users you always want to offer a safe space for those folks to engage together. In this case, we're showcasing a niche developer problem that your product can solve. You should find users who are leveraging your product for this use case and bring them into a forum category, channel or group that allows them to easily find one another and engage in this topic.
Also be sure to link to this community space in all the other resources you are creating. This will allow for a straightforward call-to-action when folks have questions about this use case.
Engage in external communities
Find 30+ (ideally every one for the niche problem) forum and social posts that are talking about this problem. Reply authentically and share the blog post that informs folks of a way to solve their problem. This is the best opportunity to talk about your product.
Normally selling people on your products is not allowed in communities, however, when someone is asking for a solution, and the answer is your product, it makes it ok to mention. Even if it is your own product—in this case. It's a big difference in a developer community whether you solved a problem versus trying to coldly sell your product.
Close circle advocacy
Depending on the stage of your company, you may not have identified your developer super fans yet. And that's okay. However, you do probably have a network of your own that you can leverage.
Put together a few canned social posts that share your blog post about the niche developer problem that your product solves. Kindly ask your network, ideally 1:1 as well as openly, to share one of the canned posts you created. Explain the importance of this piece to drive new users to your product by solving a problem in a unique way. The focus being on the fact that developers experience this problem, and you're hoping to help them solve it with your product.
Thank them and express your gratitude because you believe it can change your business by _____. If someone can see the impact of their actions, they may be more inclined to get involved—especially if it's positive.
You'd be surprised how willing your network will be if you ask them 1:1. Make a list of your followers that have the biggest influence and have the most followers that align with your product audience.
Elevate users leveraging this use case
If you have customers that you've engaged with on many occasions and you believe they're super fans, you should practice this same technique with them. Kindly ask them to tell their own story about how your product helped them solve the same problem, or maybe a different problem.
If you follow our Building Trust Model to engage with them, your request should be well received. Remember, they should benefit more than you do whenever you leverage your customers for advocacy. Make sure they see the value in engaging with you.
The intent of this campaign is to drive curiosity in developers who have a niche problem that your product can solve. Drive further curiosity while also proving that your product has the capability of solving their problem. While you have their attention, take the time to tease other ways you can make their experience even better, but just a little bit, and tastefully.
You can track success in a few different ways. Depending on how efficient your reporting and metrics are, you should be able to tell the source of a new user sign up—where did they come from before getting to the signup page and completing signup.
Ideally you should have a single CTA for these types of campaigns. Somewhere trackable that you drive all content, social and community engagement to. You could leverage a special user signup link (easiest way is a bit.ly link). That way you can track individual traffic to your signup page from this specific campaign. Otherwise, leverage tooling your team already has for tracking this type of thing. Just be sure that all comms that go out are going to the same URL for the entire campaign—it's crucial for you to know exactly what worked and what didn't.
💡 Tip: If you have the ability to setup an automated user registration flow with the solution as their account start state, definitely use that as the registration path. You will really knock their socks off. (Example: How Asana has project templates)