Organic/Amplification of Messaging To Borrowed Distribution Networks
Casey Hill, the marketing lead of Bonjoro used Podcasts to grow to 1M in ARR. How? He went on different podcasts to talk about his message. The message he talked about aligns with the message of Bonjoro. So when customers heard Casey and went to Bonjoro, the connection was there.
Although there are more ways to grow a SaaS, going forward in 2022 and beyond these methods will be the most effective.
The growth loop would look like this:
User reads or hears content on a borrowed distribution network
Podcasts, YouTube, Blogs, Twitter Threads
The user then reads more content from a reworked fresh perspective in the owned distribution
Newsletter, Blog, reports, Twitter
Something free but high quality
Has to be aligned with what your product or service is otherwise it won't work
You need to have a consistent message which you or the product and service is known for
This needs to be consistent in the borrowed distribution appearances, in the owned distribution, and in the SaaS/program
User signs up to aforementioned program/SaaS
The deciding factor is the touch points of listening/reading from an already established creator/network
Then reading or listening to more thoughts on the message that was previously amplified
Finally deciding the program or SaaS is for them based on the thoughts and relationship that has been built
Bonus: Add ‘Powered by’ mechanics to add extra fuel. Julian Shapiro calls this the bulletin board method. It works.
Step one starts again
If you add the referral partners you now have high-quality content to refer their promotions to adding fuel to the growth loop.