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How to Optimize Your Marketing Strategy

A Thought Leader Guest Post from Hiten Shah of Product Habits:

Marketing to Your First 100 CustomersMarketing strategy

When you have thousands of customers, you have hundreds of thousands of data points that you can use to test, measure, and optimize your marketing strategy. You can A/B test 41 different shades of blue for your landing page call-to-actions and then dive deep into your analytics to optimize and tweak your conversion funnel.

It’s very easy to fall into the trap of thinking that analytics and thousands of users to A/B test against are the only things that can help you make informed decisions. But even when you’re in the process of getting your first 100 customers, you have a lot to work with.

There are a ton of things you can do to smartly market to your first 100 customers by getting out the door and interacting with real people. Founders generally don’t think about building software in this way, but the ones that do develop a stronger understanding of their products, customers, and businesses.

Getting to your first 100 customers is a dynamic process—and it’s also going to look and feel different than any other stage of your business. Use the three steps below to build a foundation for marketing that won’t just help you win over your first 100 customers, but also the next ten thousand.

  1. Practice $0 marketing to start building a customer base without going all in on expensive paid acquisition.
  2. Talk to each of your customers to understand their actual problems and needs.
  3. Identify your most successful customers—and learn to let go of the customers who might not ultimately be the best fit for your product.

Let’s dive into real examples of how companies got to 100 customers by hitting on low-cost forms of marketing, talking directly to their customers, and really listening to their early customers’ problems and successes.

Practice $0 Marketing

A lot of companies make the mistake of trying to jump from zero to 100 customers as quickly as possible. They end up pouring a ton of money into paid acquisition with very little understanding of who their potential customers are and what they want.

Early on, you want to avoid throwing money at the customer acquisition challenge. Spending a lot of cash on Google or Facebook ads might net your business a bunch of new customers early on, but... 

Read the rest of this article at

Thanks for this Guest Post to Hiten Shah of Product Habits.

Image by Gerd Altmann from Pixabay.

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