We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.
Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual.
You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program. See past growth reports here and here.
Without further ado, onto the advice.
You have more SEO-worthy content than you realize.
Based on insights from Nima Gardideh of Pearmill.
Your product documentation can double as SEO content. In fact, many things on your site can — beyond your blog. Consider this:
- When people Google for technical help and come across your product documentation, they learn how your product perfectly solves their problems. Problem-oriented traffic such as this often converts the best.
- The implication is that you shouldn’t overlook content marketing best practices across your documentation:
- Research the best keywords to use in your pages’ titles and headers.
- Insert a table of contents at the top of every page.
- Have an introductory paragraph explaining what the reader will get from reading the page.
- Prominently link to your product for those visitors who are interested in buying.
Should you run Bing Ads if you have Google Ads working?
From Neal O’Grady of Demand Curve.
I tested Bing on many clients for whom Google Ads worked. With Bing, however, volume is very low for the same terms. I find conversion rate is also lower (CPC’s were lower, however, so it can net out okay). Rarely was Bing a significant revenue driver, BUT you can have Bing Ads auto-sync with Google Ads. So it’s set-it-and-forget-it. Might as well test it and see.
Also, keep in mind the ‘average user’ on Bing skews older and less technically sophisticated. If that aligns with your target demographic, great.
Jeremy Gurewitz of Imperfect Produce: “I agree with Neal, with one caveat. I’ve had nice success on competitor brand bidding on Bing.”
Is it worth it to up Multi-Touch Attribution logic for your ads?
Based on insights from Sam Ross of Kozu Labs.
- If you’re running several marketing efforts concurrently, it can be tempting to try to measure exactly where conversions are coming from using Multi-Touch Attribution (MTA). The problem is that it’s extremely difficult to reliably measure, and is often a waste of time.
- Facebook has best-in-class cross-device/browser data for measuring other channels. You couldn’t get that data on your own. Yet even they couldn’t build a reliable model to help Airbnb’s attribution efforts when partnering with them. Further, as you shift the distribution of your ad channel spend as time goes on, your model becomes less useful because it was trained on historical data.
- Instead, consider doing lots of one-offs, incremental tests. Apply linear multipliers and use common sense estimates. Then, pipe everything into a database and write simple, editable attribution logic (ie. discount conversions from search campaigns with “brand” in title by 8x) into summary tables for your dashboards.