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Growth Strategy

How To Grow By Building Free Tools

There are two big reasons potential customers resist buying your product:

The free tool strategy solves both at once.

The free tool strategy

A free tool is a free and limited version of your core product with no signup required.

No, we’re not talking about free trials here.

We’re talking about completely separate products that boost the online presence of regular paid-for products.

Here’s some examples:

These are all hyper-targeted, but very useful tools for their respective audiences.

They are painkillers - they solve a key problem for a user in dire need of help.

In doing so they put your brand front-of-mind for the user and make them think of you as a problem solver.

So when they see you on socials, read a blog post or see one of your paid ads, they are already warm to the idea of buying into the platform.

So why does it work?

Free tools are easier to trust as, to a potential customer, there’s ‘no harm done’ if it doesn’t work for them - they never hand over any personal details.

They also help potential customers see the value of a product much more quickly - there’s no signup or onboarding.

Together, this means potential customers are much more likely to want to try a free tool than a full-fat product.

Why free tools are awesome

But free tools can be more than just a neat marketing tool.

Here’s two more ways they can be real assets:

Building SEO

Free tools have huge search volumes.

We’ve all searched “free tool for [X]” when we know what we need, but we just don’t want to pay…

Launching a free tool provides the perfect opportunity to match searcher intent and start driving organic traffic.

Plus, if it’s on a separate domain, you can start creating your own backlinks back and forth from your product to your free tool.

Testing ideas

Say you’re at a crossroads.

You’re trying to decide whether to expand into a new niche or stay put and double down on your efforts.

It’s a big decision and could greatly impact your future success.

Instead of having to choose, first, spin off a free tool that addresses the new niche to validate the market.

If it shows promise, great! Now you can expand feeling confident you’ve made the right decision.

If not - no harm done! Just take down the free tool.

Neat!

What free tool should you build?

You should build something that empathises with your customers and can solve a key problem in a short space of time.

So try to brainstorm problems your potential customers might have that can be solved in < 15 minutes.

Also, look at search volumes for terms in your niche starting with “free tool for…” and “how do I…”

Once you have a few ideas down, try to think how these can be solved with one of the following:

Once you're set, get it built, and cover the surrounding internet space with blog posts explaining how and why your tool is the best thing ever released!

You’ll be driving new traffic and customers in no time!