Message by use cases (verticals)

Every successful SAAS product has major use cases. Notion shows through templates for recruitment, study, fundraising, project management, calendar content, and a hundred more use cases. Miro gives examples of how to manage teams using Agile methodology or brainstorming.

The most popular category of users are product teams. With this, everything is more or less clear: product managers like to prioritize features. For this, there is a section on product feature prioritization with examples and templates.

However, allows you to solve more issues. Our clients use it to prioritize marketing activities, blog post ideas, development bugs, and even the illustrators department. And you need to talk about this well, how exactly they will conveniently solve their pains of prioritization and making team decisions with the help of

Feature message (horizontal)

In fact, this is a list of features, processes, properties. To meet these challenges, we need to constantly study and answer three questions for technically oriented products:

“How it works?” Quickly and clearly explain the ideal process of working with the product. What is the main pain he solves. Briefly show the main process that the visitor will understand in a couple of tens of seconds. So far, we are not solving this in the best way. Plus tell about specific features for the next question.

“What are the benefits for me?” Each potential user has his own pain for which he wants to hire a product (Jobs To Be Done approach). Having understood the general principle of the product, each potential client begins to look for features for himself. Here begins a long tail of specific requests: “how to speed up backlog refinement”, “what is there for security”, “is it possible to make reports in slack”, “how to quickly share the top priorities with stakeholders”, etc. Or show an example of using the product now (for example, “prioritize tasks in a Google spreadsheet”) and explain the transition from the old approach to the new one.

“How does this fit in with my current stack?” All products today are integrated with each other. One of the biggest concerns of users: “I have Jira / Asana / Gitlab / Google Sheets / Slack, etc., the backlog of ideas and teams are spread across all entities, I need to quickly integrate all this, and then upload the estimates from Dukalis in a custom field and throw a notification to everyone in the slack.” There are also enough similar questions and it is important to explain everything briefly and quickly to a potential user before registering.

Petite Seconde

Investment in watches

There are many non-trivial ways to invest money – vintage cars, rare wines, art.

And for all these questions and an explanation of all the nuances, we have a total of 3 to 10 minutes. Nobody wants to understand the next product, especially for a long time.

Creating incoming demand

Inbound Marketing is content marketing with a large SEO component according to the following algorithm:

Keyword research

Understand exactly how our target customers formulate problems:

We look at what keywords services for similar tasks are promoted

What else is our audience looking for?

What our clients say in calls and interviews

What keywords are we indexing for?

Relevant ideas from my head

Understanding search intent

It is very important to understand the motivation of Googlers. Take their place, imagine the situation, what result of the search results will be satisfied with.

Give them a relevant answer, and not just put links to register in the product, to register as soon as possible.

For example, a person googles the weighted decision matrix template. This is such a prioritization framework. They are looking for a template, not a description of the approach. So he needs to give a template. This gives us an understanding of what content needs to be prepared. Template for download (example).

If a person is just looking for a rean framework, then most likely he wants to read about this framework. So you need to write an article about the general approach. Plus, over time, we learned from conversations with customers that users in this case compare the Rean and Race frameworks. So this article was born.

According to a similar scheme for wsjf jira and notion priority search queries, users are looking for information on how to set up such frameworks in specific products, which means you need to describe exactly how to do this on the Jira and Notion integration pages.

Creating targeted content

Very important: the user should spend as much time as possible on our site after leaving the search. Ideally, do not return to Google at all.

All content should be as relevant as possible to the search intent of users. The key metric is the time spent on the site. Therefore, it is not necessary to be limited to just text content. There are already a lot of ideas here: from the video to the interactive part of the service. The main thing is to occupy the user. You can even think about similar hacks.

But still, the need of the Googler is above all. First, we satisfy the search query of the Googler, and then we decide how exactly to convert it into a user of the service. If the user is looking for rice score calculation, then we should first of all tell on the page how the RICE formula of the prioritization model is calculated. And only then offer him a customized template for RICE prioritization in ducalis.

The link between search intent and target action in a product

Having shown the user what we have, what he was looking for, we need to switch him to our product in a relevant way.

By making useful content for users, we gain loyalty and show ourselves as a relevant source of information on the topic of prioritization. Thus, logical funnels should be built from the initial interest in the prioritization issue from any side to registration within

A few examples:

Weighted decision matrix template themePeople are looking for a ready-made template. There is a page about this prioritization framework that tells everything that might be of interest to potential users. There is a template in a Google spreadsheet and the ability to deploy this template in a new account. Thus, we have different ways to go to the product through the received value in the content. Even if the reader did not immediately register, we receive his email. This makes it possible to send a chain of letters and useful content with a call to try this template in our service.

Requests around asana priorityUsers are probably wondering how best to solve the problem of inconvenient prioritization in the Asana task scheduler. So it is important to tell you how to set up data synchronization from Asana to Ducalis and vice versa. Show examples. For example, on the Asana forum, users discuss what exactly they are missing in the settings to solve prioritization problems. Here is a great example of a user pain that we need to explain and solve on the corresponding page.

Spreading the message

Just waiting for all pages to be indexed by Google is not enough. You need to additionally buy traffic, earn links to yourself, engage in targeted PR.

Paid traffic

For all written articles, pages and client problems, it is always good to buy Google and social traffic. Attract new audiences by keywords. Show content to remarketing and lookalike audiences. The main platforms here are Google, Facebook, Twitter.

Blogs, podcasts, communities

It is important to keep in touch with opinion leaders. Tell about our software, approaches. For example, in the community of product managers there is a discount offer. Or discuss prioritization on the Make Sense podcast. Monitor forum discussions for tools that lack prioritization.

There are also discussions on Twitter, on g2 crowd software review sites, and personal blogs about project management and prioritization.

We also plan to work with all of them.

Transferring leads from marketing to sales

The result of good marketing work is registration in the service. But just any kind of registration of any users is useless. It is important to monitor the quality of the delivered leads.

What happens to newly registered users. How motivated these users are to use the product. How much they understand the pain we solve. Or they were just passing by.

For example, in December there was a press release about investments from the IIDF, which generated interest in us, we received a noticeable surge in registrations, but none of them became a regular user. People just wanted to “poke, what’s the next service.”

To do this, it is important to work closely with the activation and user training team. Together to understand what type of registrations is better converted into trials and payments. What educational and activating materials are now available, what needs to be added.

Marketing stack

Our main toolkit for performing marketing tasks.

We understand client pains and search queries.

We form a product message by industry and use cases.

We transform each message into pages on the site.

We optimize for search queries.

We make the right links from satisfying the interest of users and switching to registration in the service.

We buy paid traffic and earn organic incoming links.

Marketing and product managers work together to maintain the quality of registrations.

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