🐱 Marketing for Product Hunt Launch
Product Hunt (PH) is a place to discover, share, and geek out about new products in tech. Submitting your product there is a good way to appear in front of journalists, tech people and fellow makers. After submission, the product will participate in the daily race. The race starts PST 00:00 and finishes PST 23:59. You have to get as many upvotes and comments as you can by the end of the day! 🏆 The most successful products appear on the Homepage and can get a lot of honest feedback, downloads, users and PR buzz. Please, check success PH stories to decide if PH is the right launch platform for you!
Start with basic rules on Posting: how to post or comment, how to ask for support, how to get to the homepage. Then read Five things everyone should know about Product Hunt. Join the PH community and feel how it works, before actually starting you launch activities.
😱 Successful PH launch takes a lot of preparation, promotion during the launch (24h++) and follow-up work. These guides will help you:
- How to Launch on Product Hunt 🚀 by Product Hunt team.
- Product Hunt 101 from one of the top hunters, Robleh Jama. It's very useful to listen to the launch algorithm from the person, who submit a lot of different products.
- The SaaS founder’s guide to Product Hunt from the Russian company, Amplifr. It's a nice tutorial about your product preparation (onboarding, language check, emails and other not obvious stuff).
- Master Checklist for Launching on Product Hunt (spreadsheet) by SpreadShare team.
- Launching on Product Hunt: what works and what doesn’t [guide & case study] by 3D modeling app, who launched on PH in December 2016. These folks have not typical "sweet product for startup audience" and their launch was "so-so" good. I encourage you to think about resources you will invest in PH launch versus possible outcome!
- Is Product Hunt useful for developer tools? - it's our story of launching on PH. We shared our marketing tactics and all results: traffic numbers, trials installations and sales. Also, we made a talk on Product Hunt meetup, here is the slides from it. Hope, it will help some of you to succeed on Product Hunt!
- Launching on Product Hunt: A curated checklist from +50 successful launches by Hidden Founders team.
📌 Useful tools:
- You can find a list of top hunters at All-time Leaderboard or Top 500 Hunters.
- A dynamic list of the 100 least upvoted projects on PH. It's good to check failed PH launch cases.
- Daily Top 5 products on PH in one chart, which can show you dynamics of upvote grows on a daily basis.
- Product Hunt Analytics: Daily, monthly, and yearly analytics with Product Hunt data.
- MakerTools allows you to create a Twitter list of all the wonderful folks who upvoted your product. It's a good practice to thank those people for supporting your PH launch via Twitter.
- Crisp Live Chat is very useful during your launch campaign when people ask things in a real-time. Such communication can increase conversion at your site and give you a lot of insights. We use the free version of it and it's awesome so far.
📷 Social Media Marketing
Let's start with the basics, which can be used for any social media platform:
- How to Create a Social Media Marketing Strategy From Scratch by Kevan Lee, Buffer Marketing Director. It's a comprehensive long-read about basic of making your SMM strategy.
- Case-study from Hubstaff: The Improved Social Media Content Strategy That Boosted Visits by 230%.
- Guide on Copywriting for social media: 10 Ways to Write Damn Good Copy.
- The Psychology of Social Sharing: How to Shape Your Content According to What People Want to Share via Canva.
📌 Useful SMM toolbox:
- When you have multiple Social Media accounts, use dashboards & tools for managing them in one place. My favorite ones are Buffer and Hootsuite (both have free options). These tools have built-in analytics. So you can pick simple metrics that are meaningful and can be analyzed.
- Pablo and Canva for fast creating of nice-looking images (both free).
- Nuzzel can show you the top content being shared among all your followers on Twitter and Facebook. You can use that content for sharing or as an example. It's a free tool.
- Google Analytics Campaign URL builder for making UTM codes and here is a guide on Using UTM Parameters to Track Social Media Success from Hootsuite.
I love Twitter as a tool for personal use. Moreover, Twitter has a huge variety of opportunities to promote your product — personal account, company account, Direct Message Marketing, Chats, Adds. Twitter can be used for sharing your articles, connecting with influencers or looking for competitors' customers. As you see, it's a powerful platform for many marketing activities, depending on your goals.
Your personal account can drive traffic to your product and content. While growing your Twitter followers, you increase the media reach you might get. But don't forget, that Twitter is made for people. To be successful there, you need to communicate with your audience just as you would do offline. If your target audience like your tweets and your personality, there’s a higher chance they will trust you and click on your links:
- How to Get Higher Tweet Engagement? We Analyzed 23,858 Tweets by Karola Karlson. It's a long read about what, when and how to tweet. Although the main focus is on the marketing industry, the key insights will be useful for tech as well.
- 8 Tactics for Increasing Your Twitter Reach by Patrick Whatman.
- Get More (High Quality) Twitter Followers by Stalking Influencers by Paul Shapiro.
- 5 ways to increase your Tweet engagements with emojis from the Twitter team.
- Taking part in Twitter chats is a great way to attract new followers and actively participate in relevant conversations with people from your industry.
There is nothing wrong with automating your Twitter activities. You can schedule posts, automatically send messages and set up rules for auto-engagement with users. However, using automation only 🤖 will hurt your SMM strategy. So mix it with real-time tweeting and being active & helpful with the community:
- I Automated My Tweets for 30 Days and This is What Happened by Tami Brehse. Tami scheduled 60 tweets with her blog posts for one month. Her overall site traffic showed how people actually engage with automated tweets.
- Twitter Deep Dive: How to Use Social Media to 10x Your Website Traffic (video) by Tara Reed. Tara shared a cool guide on building Twitter strategy and automating your engagement workflow. Clever automation is awesome 👌.
- How to automate Twitter content curation with RSS blog feeds. Jeff Bullas uses Dlvr.it for automation, this tool has a good free plan. Be aware, that simply spamming content to your social networks will not work out.
- The Pros & Cons of Twitter Automation by Michael Georgiou. Check possible downsides to know how to avoid them.
- Is “fake” Twitter following working? by Karola Karlson. New accounts suffer from a lack of followers. Follow-Unfollow tools seem like an obvious solution to give you the "first followers". But in most cases, it will be bots or inactive users.
Direct Message Marketing is about sending personal, mass or automated DMs to your followers. These articles will show you how to use this tool in the right way:
- 7 Twitter Direct Message tactics absolutely anyone can use by Paz Segura.
- Why Twitter Auto DMs are Evil (and what you should do instead) by Melissa Culberson. Melissa proves, that if you send impersonal auto-DM with some spam, that will only annoy your users.
- Case study when auto-DMs actually were working by Nik Nitro. Welcome auto-DMs should be used only when it provides tangible value to a new follower. Nik shows his example.
- Be aware of Twitter tweet & DM limit.
One more option to consider is Twitter Adds. My experience with Twitter adds was not so positive... especially when I set up the first campaign. So be ready to face poor UX, mysterious errors and bad customer support. Anyway, these guides will help you out:
📌 And these tools help you maximize your Twitter presence, from timing to sharing to the analysis:
- Buffer and Hootsuite for scheduling (were mentioned already).
- Trend24 shows the latest Twitter trending topics (hashtags) throughout the day locally and globally.
- Hashtagify is an advanced Twitter Hashtags search engine. It recommends you related hashtags to your keyword, shows several influencers for this keyword and relevant tweets. Very useful free tool for choosing hashtags for your tweets!
- Statusbrew allows you to manage your followers (Audience Feature) and scheduled tweets. Statusbrew finds inactive, spammy or not following back accounts. The tool has a very good free version.
- Followerwonk Analyze gives a huge database about any Twitter user's network. This free tool shows you info on user followers and people, whom this user follows. So you can find the best time to engage, popular users, location info, etc.
- Twitonomy provides you detailed info about your Twitter account (or any other). Twitonomy UI is terrible. But it can show analytics of your hashtags usage, daily activity (time & days), followers, retweets statistics. All these insights are available in the free version. Also, this tool is useful for Influencer Marketing research.
- Dlvr.it and Hootsuite for grabbing website RSS feeds and auto-sharing the content. Free accounts permit several RSS feeds.
- Twitter Follower,free extension for multi-follow (or unfollow) users on Twitter.
- If you want to spend less time reading tweets, you can automatically unfollow people. This script from Felix Krause unfollows everybody and puts those followers into a list called "Old Follow".
- Scoutzen allows you to download Twitter followers from your public or private lists. Pretty useful!
- I mentioned tools, that I personally use. However, there are plenty of other great tools to try: The Big List of Twitter Tools: 93 Free Twitter Tools and Apps to Fit Any Need by Kevan Lee from Buffer team.