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The company we are looking at today is big.
They currently have a market cap of $14.28 Billion.
This is how their stock has grown in the last 5 years:
This idea might not be right for a single person.
However, if you can put together a team of about 3-4 good developers and a growth marketer, this could move pretty well.
The company I’m talking about is Wix.com.
Their current traffic per month is about 5.2 million.
Even if you manage to get a tiny sliver of it, it could work out pretty well.
Yes they are a massive company right now but there is opportunity that they are not taking full advantage of.
And companies that can move quickly will fill that gap.
Before we get started on the marketing side of things, there are a few focus areas that your product must deliver on.
They are:
Robust website builder
Free logo maker
Business name generator
Blogging templates
These are Wix’s core offerings and/or lead generators.
And I believe they work really well.
We will discuss more about the product at the end when we cover growth strategies.
Domain Names
Here are some .com domains that are available right now for $12 flat.
When you are ready to buy, use this link to buy it from our affiliate partner for less than $12.
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SEO Keywords
The SEO keywords shared in the report are based on current competition.
Wix.com was the only website I considered for this post.
There are 2 lists of Keywords here:
Intent based keywords
Context based keywords (LSI)
Intent based keywords are phrases that you’ll want to rank for on Google search. Keywords like “website builder“, “website creator” etc will fall under this category.
To get the most out of Intent based keywords use them in important places like titles, H1s and sub-headings.
In short, build your web pages around these keywords.
Also, if you want to be more aggressive in acquiring customers, you can use “Intent keywords” in your PPC campaigns for search and GDN (Google Display Network) ads.
Download the list of intent-based keywords
Context based keywords (LSI) on the other hand are used to indicate to search engines that a particular webpage is about a certain topic.
For example a page about website builders will likely have LSI keywords like design, responsive, templates, hosting etc.
To get the most out of LSI keywords use them in your webpage’s body text. Keep the density of these keywords to about 1-2% of the total keywords on the page.
In short, add these to your paragraphs and other less important locations.
Download the list of context based keywords
Blog Content Ideas
I would focus on tent pole content instead of short 300 word posts initially to build healthy backlinks to the site.
Also, when you are thinking of content creation think of how you can get people into the top of your funnel first and then get them to convert instead of making a sales pitch from the start. (AARRR Framework - resource)
If you manage to stay on top of your prospective customer’s mind, they will likely remember you when they are making a buying decision. So make sure that you get in front of them often even if the topics are not necessarily directly related to your core product.
Topics like differences between your product and your competition, useful integrations, website design guides etc will work well with your audience.
Lastly, there is only so much you can write about “website translators” so it is a good idea to expand your content marketing scope to include supplementary content that does not directly involve your product.
Download the list of content ideas
Quora Marketing (Short Q&As)
Apart from doing tent pole content, it is also important to establish authority on short form content.
This can be as simple as answering questions on Quora.com.
I’ve added this section for primarily 2 reasons.
There is significant Q&A interest from prospects.
A lot of long tail keyword opportunities.
Here are some nuances to keep in mind.
Start by answering 5-6 questions everyday and slowly increase the amount of answers.
Do not add links on your first few answers. Quora might end up shadow banning or even worse completely banning you. You can start adding the links gradually once you have been on the site for 2 weeks or more.
Add your job title preferably as “Co-founder” or “Entrepreneur” and add your domain name as your employer. Example, Steven Smith, Co-Founder at translatebro.com.
Ignore “answer requests”; they usually have low ROI.
Give legitimate answers and avoid copy-pasting templated answers initially so that the system doesn’t flag you.
I’ve compiled a list of questions and their Quora links. Just click on them and start answering.
Download list of Quora questions and their links
Quick note: If you feel a question is being followed by a lot of people, then consider creating a resource for it on your blog.
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Influencers & Affiliates
When it comes to partnering with people, I’ve got only one suggestion for you.
Go after no-code builders and influencers.
The market for no-code is ripe right now, and if you are able to convince no-code influencers that your platform is the easiest way to get a website setup then the community will amplify it.
While no-code influencers do not have large audiences at the moment, their audience’s intent is pretty high. And that is very important.
Work on a commission model which is much more feasible than a pay-per post model for a website builder company.
Download the list of no-code influencers
Finally, before we get to some growth strategy section, I want to share a word about this week’s partner. Demand Curve.
Hacking Growth
We will look at growth through 4 stages.
Acquisition
Activation
Revenue
Referral
Retention
Acquisition:
Offer custom domain integration in the free trial period and keep the period at about 2 months. The idea is to get the users to commit so that once they add a domain, it becomes difficult to dis-continue using your website builder.
Create easy integrations with community sites like Tribe.so so that people who host communities can use your builder to create landing/sign up pages.
Create comprehensive tutorials on building a website using your platform starting from getting a domain name to publishing the site and connecting it to the Google Search console. This is something that Wix has failed to do well, their tutorials and the community around it is easily one of the worst I’ve seen. (I am an avid Wix user BTW, I love their product but their tutorials and community needs work)
Activation:
When a user has gone cold, ask them to join you on a weekly live Q&A session where you can share a discount code at the end of it.
Segment your user base’s business/product category and host sessions based on the demand for each category.
Reward your users by giving them access to a Facebook or Slack group of entrepreneurs and makers once they take their site live using your product.
Revenue:
Wix sends discount emails so often that I don’t take their deadlines seriously. I would suggest that you do not give discounts at all except for Q&A attendees.
Give freebies like basic Whois protection, basic icon set, unsplash.com integration etc for people who sign up within a stipulated time period.
Referral:
Create a certification program for people/agencies who become fluent using your platform. They will evangelise your product and bring referrals if you recognise their earned expertise. Google Adwords and AWS do this really well.
Highlight new product sites that are created on your newsletter or social so that people can see what is possible with your platform.
Use influencer affiliate programs as mentioned earlier and share successful signup stories with the influencer so that he can use it in his next ad for you. This will increase conversions since his network will be more confident because of the social proof.
Give every user with a verified LinkedIn or Twitter profile an author page, so that they can share content they write on your platform with their network seamlessly. Ideally, their author page should rank for their name on the first page of Google SERP.
Retention:
When someone wants to cancel, ask them 1-2 things that they liked about the platform. Dropbox tried it, maybe it will work for you.
Ask people if there is anything that you can do to not lose a customer like them in the future. Not them but a customer like them (there is a big difference), people are much more likely to give honest feedback when they know they will not be sold to again.
Keep the account data active for 60 days and give them a reminder about data deletion countdown on 15, 30 and 60th days. They are likely to come back if they haven’t already started using another product or dropped the project entirely.
This might sound vague but it can be a killer strategy - integrate your builder with as much of their CRM as possible. One thing that businesses do not want to mess with is their customer list and communications.
So that is it! I created this report in 3 hours, so I’m sure there is a lot I might have missed.
Feel free to remind me by replying to this email. I read every email response.
I hope you found value here. Do check out this edition’s sponsor by clicking on the ad below.
Onward.
nice