Product-Led Growth

When your business/product user growth is driven by product features, vs (mainly) purchased traffic or direct high-touch sales.

• I've seen a whole lotta resources go into funnel optimization (incl. dark patterns vs product improvement: I'll call this Growth-Led Product

cf product-led, growth-hacking, viral marketing, AARRR, traction, product-market fit, hero's journey

Some methods I've used, broken down by AARRR

• Acquistion (details controlled by marketing dept, I could just nudge)
  • SEO → freemium
  • drip campaigns to inform and create need
• Activation:
  • first-visit wizard for onboarding
  • drip campaigns for onboarding, esp toward a-ha moment
• Retention
  • email campaigns months-after-sale, nudging users to
    • return
    • do high-value actions
    • complete multi-step processes (task completion funnel)
  • progress check-lists: both global and sublists (e.g. for college recruiting for a student, tracking progress per-college)
  • dashboard focusing on next-action
• Referral
  • free public profile
  • opt-in feature to auto-tweet progress ("read 10 chapters of Huck Finn")
  • referral rewards
• Revenue
  • freemium:
    • free newsletter
    • make "lite" versions of features, show value of "upgrade"
    • make some features just free-trial, become lower value ("you have a message") after expiration
  • drip campaigns for unpaid leads