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?