Marketing Examples - Marketing Examples #045

Ask a marketer, “How does my product grow?” They'll reply: Ads, affiliates, sales, social, yada yada yada 
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#045 - Growth Loops
(Growth Loops • 3 mins • Read on website)
Before we get into any marketing I want to say my thoughts are with America, black people especially, right now. RIP George Floyd.
* * *
Ask a marketer, ”How does my product grow?” They'll reply:
Ads, affiliates, sales, social, yada yada yada
They're describing top-down growth. Your classic funnel. Pour more in. Get more out. Here's the problem.
• Acquiring new customers from scratch is hard
• Funnels flow in one direction
• Growth is linear
Online marketing groups
The best marketers think less about funnels. More about loops.
Loops feed themselves. The actions of one user create an output which create a new user.
Online marketing groups
Let's look at some examples.
1) Personal viral loop
Some products improve with more users. So there's a personal incentive to invite new users.
e.g. Fantasy football, Slack, Trello
Word of mouth loop
2) Financial viral loop
Some products have financial incentives to invite new users.
e.g. Dropbox, PayPal, Tesla
Viral loop
3) Social viral loop
Some products are so good, people just like talking about them.
e.g. DoubleTree, Stripe, Game of Thrones
Dropbox's referral viral loop
4) User generated content loop
Some products leverage users content to grow their own organic traffic.
e.g. Quora, Reddit, Stack Overflow
Growth Loops
5) Physical content loop
Some products attract new users simply by being noticeable. Lime's bright green is not a coincidence.
e.g. Lime, Square, ChargedUp
Lime Bikes marketing strategy
6) Supply-side content loop
Some products incentivise users to promote their content for them.
e.g. Meetup, ProductHunt, Typeform, SurveyMonkey
User generated content loop
7) Embedded loop
Some products grow by embedding themselves on other platforms.
e.g. Trustpulse, Intercom, Algolia
Meetup's marketing strategy
* * *
Most people think you build the product then you market it. Thinking in loops means you build the marketing into the product.
The product doesn't precede the marketing. The product is the marketing
Big credit to Brian Balfour and Casey Newton. They've written some great stuff on Growth Loops. This newsletter was my summary.
Thanks for reading, Harry
Sent from my iPhone ;)
Stuff worth reading
No sponsor this week. Instead, I want to share 3 articles I really like from black marketers and founders.
1) The Psychology of Design — Dan Benoni
2) How to brainstorm business ideas — Courtland Allen
3) 0-50,000 with no marketing budget — Sabba Keynejad
The moment you've all been waiting for...
Big thanks to everyone who entered the competition last week.
We have a winner. Congratulations Harit. The books are on their way!
Giveaway
If you enjoyed the newsletter please show some love on Twitter or forward to your friends. It really does help :)
Anyone who got forwarded this. Welcome aboard. More articles here. Or you can subscribe here :)


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Marketing Examples #044

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May 2019. I wrote my first marketing article. A year later my email list hit 19000. Marketing Examples Logo #044 - How I promote my content (Content marketing • 3 mins • Read on website) Hola. Sorry

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