Contentools on Product Hunt: Case Study
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This document summarizes a company's experience launching their product on Product Hunt. They prepared for the launch by researching best practices, creating promotional materials, and finding influencers to post about their product. On the day of the launch, they spread awareness on social media and had founders available to engage online. The launch was successful, receiving over 450 votes to become the second most voted product that day. They gained new users and improved their onboarding and pricing based on feedback received from the launch.
Contentools on Product Hunt: Case Study
- 1. Case Study www.contentools.com Here's What Happened When We Got Featured On Product Hunt
- 2. PRE - LAUNCH
- 3. Learning PH is not the only place to launch a product but, after studying a lot about the market and analyzing every possible scenario, we've decided to go with PH because of its usability and the results it has provided to other companies. Besides that, we found out that behind a successful PH launch, there's much more than submitting your product. There were a lot of awesome materials and knowledge that other founders shared. Here's our favorite ones: - The Product Hunt manual - How product hunt really works - How I launched the #1 most upvoted product of all time on Product Hunt. - Product Hunt Handbook - Quora Topic: Product Hunt Extra Resources: - An app that alerts you whenever your company is mentioned - Product Hunt Analytics
- 4. Create awareness In order to have people voting for Contentools on PH, they first needed to know about its existence. A couple of weeks before our launch, we started to mention about PH in some of our social media and blog posts. That made our followers also get to know about PH. www.contentools.com
- 5. Find your Hunter/Maker It's already well known that if someone with more followers, bigger influence and higher reach post your product, you can get better results. So we started to analyze who, among our connections, could help us get further. www.contentools.com The man himself
- 6. Getting Ready We decided the day and time of our launch based on the success of previous launches. The day/time chosen was Thursday (higher traffic) at 1am PST (PH only features your product for 24 hours). www.contentools.com
- 7. Blurb As no one will never know as much about your biz than the members and founders, it's appropriate to create a blurb to be distributed and posted by your hunter. Here's ours: www.contentools.com
- 8. Discount We have also created a special pricing condition for Product Hunters. Everyone who was willing to give it a trial, would receive a 25% discount during the first six months of usage. In exchange for their feedback on how we could make it a better product. www.contentools.com code: PHCoupon
- 9. Getting Ready Our marketing team participated helping on social media. Considering that you are not allowed to ask for votes (which is fair) we created some arts that were kind and that could be easily shared. www.contentools.com
- 10. LAUNCH - ING
- 11. Launch Time Our maker/hunter - @writerpollock - posted our product, highlighting the founders - @emilia_chagas @eltonmiranda_ @pedrocli - and their journeys with the company www.contentools.com
- 12. Spread the word Of course, we leveraged our own resources spreading the word of the launch among a) everyone in our company b) the content professionals in our marketplace and c) our followers*. *note that, according to PH guidelines, it's not 'ok' to ask for votes. Keep that in mind to avoid getting penalized. www.contentools.com
- 13. Influencers Also, we used twitter to reach out to active content marketers to introduce ourselves as a valuable asset to them. This action drove great engagement from our target audience, after all, people recognise when you are adding value and not just being spammy. www.contentools.com
- 14. On Duty As founders, we divided our tasks to make sure that at least one of us would be online during the following 24 hours. In other words, each of us had stayed on duty for 6 hours answering comments, retweeting, liking comments and getting the most out of our time. www.contentools.com
- 16. Results www.contentools.com VOTES: 466 2nd most voted launch of the day 1st most voted web app VISITORS: 1074 43% conversion rate An increase of 80% in our avg. daily visitors NEW TRIALS: 117 11% conversion rate 90% above our avg. daily new trials until then
- 17. Other Metrics www.contentools.com Corporate Emails: 56% Non-Corporate Emails: 44% Engagement Metrics Tier 1: 47% Tier 2: 08% Tier 3: 10% None: 35% Avg. Fit (ICP): 3,14 0 = no fit <> 5 = perfect fit
- 18. Onboarding We learned that different company profiles need, not only a different pricing, but a different onboarding. Once you decide to make your process as touchless as possible, personalization becomes an important key. You won't be able to treat every lead, every trial and every customer the same way because of the simplest reason ever: they are not the same! www.contentools.com
- 21. Pricing Strategy Our pricing strategy used to be based on the number of seats and different ranges according to feature access. After the feedback, we realized that people didn't actually know what they would need before trying the product and they'd have a "not- so-easy" choice to predict how much they would pay for the tool. www.contentools.com
- 24. Testimonials www.contentools.com We did acquire customers through this launch but mainly, we gained some amazing feedback along the way. The results were improvements all over our solution. But one of the biggest benefits for me was seeing how happy we made content managers who were already using Contentools!
- 25. Thanks for the adventure! www.contentools.com QUESTIONS? Get in touch: pedro@contentools.com