MicroConf Lesson 3: Long Tail Marketing
This is part 3 of my Lessons Learned at MicroConf.
My Co-founder, Josh, did a really good talk (sure, I am biased) at MicroConf on how we found our first 900 or so customers.
What really stood out to me in this talk is KickoffLabs is able to attribute nearly $35,000 in revenue to about 10 hours of ‘work’ in Quora. I like to use the term “Longtail Marketing” to describe this.
- This is the type of work that leads to almost no revenue initially. However, it is a strategic bet that engaging with potentially customers on their own turf will eventually pay dividends.
- The advice is certainly not Quora specific. It is much more about getting yourself out there. Meeting and interacting with potential customers. Sharing what you know, etc.
- It is a very slow process, but over time it really adds up. $35,000/10 is $3,500 per hour, but in a year, that same 10 hours may yield $70,000 to $100,000.
- For early stage startups, I think this is a much better use of time than your own blog. This is certainly one of the things we regret about our own first couple of months. We blogged quite a bit, but since we had no audience we saw very little benefit.
Also interesting, is the importance of metrics. A little bit of Google Analytics, Google Link builder, and KissMetrics goes a long way.