Alexandra Cote 🚀

How to Improve Feature Adoption

So, you’ve finally perfected your strategy for attracting new users or customers. Congratulations! But now comes the crucial challenge: ensuring these users adopt all your features—or at least the specific ones that are key to their success and your business growth. Increasing feature adoption requires a thoughtful approach, considering both the pre-signup and post-signup phases.

Before Sign-Up

1. Structure and Use of Demos

A well-crafted demo can be a game-changer. Ensure your demos are engaging and informative, highlighting the most valuable features of your product. Tailor demos to address the specific pain points and needs of your target audience, demonstrating how your features can solve their problems.

2. Frictionless Signup Process

Your signup process should be as seamless as possible. Remove unnecessary steps and fields that could deter potential users. Consider offering a one-click signup option using social media or email accounts to reduce friction and encourage more signups.

How to Implement a Holistic Search Strategy

What does thinking holistically about search mean?

Thinking holistically about search means considering every factor that can influence how your content ranks and appears in the search engine results pages (SERP). It involves a comprehensive approach that goes beyond traditional ranking factors to include a deep understanding of the user’s journey and the various methods they might use to search for information.

Understanding the User’s Journey

To implement a holistic search strategy, it is crucial to understand the different paths users take when seeking information. This involves recognizing the diverse ways users might search for a specific product or service and the various keywords and phrases they might use.

Does Your Marketing Team Need a Project Manager?

In today’s fast-paced digital world, the role of a project manager has become increasingly prevalent, especially in marketing teams. If you spend time on LinkedIn, you’ve likely come across job titles such as Marketing Project Manager or Content Project Manager. These roles are crucial in coordinating and managing the workflow within teams. But the pressing question is, does your marketing team need a project manager?

Understanding the Role of a Project Manager

A project manager is essentially the conductor of an orchestra, ensuring that each section plays in harmony. They oversee and coordinate the work of various specialists such as designers, developers, and content creators. Their primary responsibility is to ensure that all team members are on the same page, facilitating a smooth flow of information and making sure everyone is working towards the same goal.

When a Project Manager May Not Be Necessary

For small companies, hiring a project manager might seem unnecessary. Here are a few reasons why:

Budget Constraints: Small companies often operate on tight budgets and may not have the financial flexibility to hire a dedicated project manager.
Team Size: With a smaller team, it’s easier for one person to manage the workflow and keep track of everyone’s tasks.

How Marketers Should Work with Data Teams

It’s no secret that marketers are hungry for data.

And often the quickest way to get the insights you need is through your data team.

Here are three ways marketers can collaborate with data teams:

1. Understanding the Role of the Data Team

Importance: The first step in effective collaboration is understanding the role and responsibilities of the data team. Recognizing what they do and don’t do helps set realistic expectations and fosters a more productive working relationship.

Key Points:

Data Provision, Not Decision-Making: Data teams are responsible for collecting, analyzing, and presenting data. They do not typically make decisions or offer strategic recommendations. Instead, they provide the information needed for others to make informed decisions.
Collaboration: Marketers need to appreciate the technical expertise of data teams and respect their processes. This mutual understanding can lead to more efficient workflows and better outcomes.

What to Do When Your Content’s Not Working?

Nothing’s working? Hate to break it to you: You haven’t actually tried everything.

I hear the “we’ve tried everything” phrase way too often, particularly from marketers. Interestingly, founders tend to be more optimistic about their company’s potential, which suggests that the feeling of having exhausted all options often stems from a sense of fatigue or a lack of clarity on potential solutions.

In many cases, it’s not just about marketing strategies falling short. Sometimes, other departments’ workflows are inefficient, or the product itself might need adjustments. As a marketer, it’s crucial to collaborate across the board and refine your approach continually. Here’s a comprehensive guide on what to do when your content seems to be hitting a wall.

1. Work on the Product

Why it Matters: While improving the product may not be your primary job, as a marketer, you’re often the first to receive feedback from prospects about their dissatisfaction. Communicating these issues to the product team and contributing to product development can ensure the product better meets the market’s needs.

Implementation Tip: Regularly gather and analyze feedback from customers and prospects. Share these insights with the product team and participate in brainstorming sessions to address common complaints and improve the product. This proactive approach can lead to a more market-fit offering that is easier to market effectively.