Evangelism Marketing: When customers do the job for you

The present day market is saturated. There are almost no marketing strategies left where you’ll not face any competition. Unless what you have is a groundbreaking product, it is very difficult to stand out from a crowded marketplace. Consequently, you need to keep looking for alternatives to sneak into people’s imaginations. Advertisements are a way, but how much can you squeeze into a half-a-minute long media file? Here is where the Evangelism Marketing comes into play.

Brand evangelism is a word-of-mouth marketing where customers voluntarily recommend your product to others, and will practically do the marketing on your behalf. People are less skeptical of a marketing evangelist as opposed to other hard-core selling techniques, simply because that person is not affiliated nor associated with a brand. As a result, there’s a higher chance of converting a potential lead into a definite sale when you use brand evangelism.

Evangelists can be carved out of loyal brand followers. If you are a startup looking to establish your presence in your chosen niche, you need to identify who your target market is even before you launch your product. Once the connection has been made, and the lead or prospect has been turned into a paying customer, you’ll face the challenge: turning that one-time customer into a customer for life. If you can even turn one loyal customer a month initially, it is a huge positive.

Establishing brand loyalty is important because these kinds of customers will not just buy your product; they also become your brand’s passionate advocates. You get new business based on word-of-mouth recommendations and referrals from them. The best thing about this? These loyal customers come across as credible, unbiased, and authoritative because you haven’t paid them a single cent.

This marketing strategy does sound quite lucrative and relatively simple. However, there are a lot of principles involved in it. The simpler the strategy, the harder it is to master it. So how do you perfect Evangelism Marketing so as to have an efficient group of loyalists doing your bidding? We’ll discuss these principles in the next post.

Why It’s Better To Be Personable

In a world of automation, I’m choosing to not use robots in most situations.

A few days ago I got an email that caught my attention. It was similar to some of the emails I’ve gotten in the past. It was regarding a request to include an article that they created and wanted me to link it into one of the articles on my site.

Or at least I think that’s what it was.

You see, this email was cryptic and poorly written. Here’s the full email with the links and article titles removed:

Hello there,

I was researching my next article and came across your post: “[edit: article name]” — [edit: my article link](awesome article by the way)

I noticed that you [Compititor topic] — [Compititor URL]

Just wanted to give you a heads up that you are promoting the organization that’s been working for finance, money saving, debt relief and etc.

Even I am working for [edit: article name]: [edit: their article link]

We provide honest and trustworthy perspective programs for debt relief. We are driven by reviews left by those who have struggled through finding the right debt program and have dealt with too many debt settlement companies.

I’d be very honored if you may want to consider linking to my website from your page.

Thank You,

Well, Kevin, I’m quite glad that you sent me this email for a few reasons.

One it’s helped me to realize just how simple our lives are and how easy it can be to screw up every bit of benefit from it with a single slip up.

Two, it’s given me an article that I can write about.

In a world filled with automation, done-for-you templates, and other convenient tools, I’m hardly using any of them.

Full disclosure here, the only app I use that is pretty much automated is This Then That, a cause and effect tool that I use whenever I post an article or upload a Youtube video (whenever I do that.). That and naturally I have an email list with some email templates that I’ve created myself that I use to send emails.

And there’s a reason I’m not using automation as much.

Well, two actually.

One is because I was dirt poor and couldn’t really afford to pay for special automated tools. But now I’ve got some level of money, I don’t see the point.

But more importantly two, I feel it’s a lot better to be personable these days.

I agree that automation or templates are easy and convenient. I can see the benefits of them if you’re sending these things out by the hundreds or even thousands at a time. But it is worth looking a bit closer. Because where convenient rests, there is also a massive opportunity for you to completely screw this up.

Look at our friend Kevin. He uses a template and maybe an auto-sender. He sent me a cryptic as hell email. Don’t be like Kevin.

Credit: Giphy

It Tells The Person You Don’t Have Time For Them

I get it. Automation will save you a massive amount of time. And time is certainly a precious commodity.

But while time is certainly precious and what we do with it drastically important, time isn’t the only thing that is valuable. This especially applies to people who want to help others.

Your time is important, but other peoples time is even more important.

It’s not that every other person is better than you or anything, but when you send something or do something, you want to make sure that it’s worth it.

You need to add a personal touch and a generic template doesn’t quite fit the bill. The same applies to auto-messages as well. No matter how friendly or genuine the message is, there is a clear level of disconnection.

It feels like you don’t have time for the other person.

And sure I understand that people can be very busy. But I think that we all have a little bit of time to check our emails and even send some out and give it a fair shake.

For example, automation may be convenient for you in responding to comments or other emails quickly, but time and again I’ve seen stronger methods being used. This method is simply talking on a broader platform. There is nothing wrong with saying “Hey I got a lot of emails, comments, etc. I want you to know that even if I don’t respond, I do read them.” and communicating that through your content, whether that’s through a video or a post on social media or something else.

It’s called audience building and when you grow an audience to a certain size, people begin to understand that not all of their messages will get a response. But when you’re sending an auto message or you’re putting a response into a template, it feels more harmful than good.

On the good side, you’re getting the satisfaction of “replying” to every person.

The harmful is that to that reader you’re wasting their time by giving them a generic response.

It’s Doesn’t Build Relationships

In cases like Kevin, automation or templates are more harmful when you’re doing outreach as well.

For sure there is a lot of convenience behind using automation to do your own outreach but it is worth looking at in terms of relationships.

In a world where we have multiple platforms to make us feel connected, we all know now that these platforms don’t really connect us very well. For sure they keep us in touch with people, but despite the lack of relationships I have, I know you need to do a lot more than sending a few messages or read a person's statuses.

It’s sitting down and doing video chats, hanging out with them, planning activities together. And sure social media has helped a lot with making that easier and smoother, trying to do that on a larger scale is incredibly difficult.

You run into people like Kevin who are probably decent people, but how they present themselves is in a darker light. They send messages where you gloss over and feel no connection at all.

You feel like you’re being used.

That they don’t care at all about you.

And yet they want to form some level of relationship with you.

It’s hard to do that when you receive generic emails or an obvious auto-message no matter the nature of that message.

It’s also worth looking at the quality of the relationships as sending a mass outreach of emails like this doesn’t exactly breed confidence that you’ll be building a stronger bond with the person. To me, Kevin seems like so many others where they send this email and when and if they get what they want, they never send another email to me again.

And automation only further emphasizes those sentiments.

It Doesn’t Get You Quite As Far

To expand on that point it is worth looking at the quality of the relationships. Whether you’re sending a lot of emails for outreach purposes or receiving a lot of comments, emails and other things, automation will make it convenient to “respond” or “send” everything with ease.

But it’s worth looking at those relationships you’re building.

For sure there are many decent people out there in the world and your audience is important. But we all don’t have the time to maintain and grow a bond with every single person.

These days many people feel connected when they consume the persons content but not necessarily engage with the person directly.

And if you’re looking for something a little more intimate, that’s where you need to do your own outreach. It’s things like commenting on their content on the regular, sharing insightful things, engaging with the person.

And sure automation can help with some of those things, but again, it’s generic. It doesn’t necessarily build confidence with the other person if you’re using a template every time. There is more weight when we write how we feel and when we write from the heart.

And that can only be achieved when we choose to do things ourselves, to be personable.

It’s not that every single person is not worth responding to. When I grow a large audience, I know it’s going to be tough for me emotionally to read comments but never respond. But I want to be a person that is genuine that takes time out of my day to respond to a person who appreciates my time just as much.

I want to feel a connection. And that connection can only happen if we set aside the templates, and the automation and do most of the work manually.

Growth Hacking LinkedIn — Part 1

  1. When you endorse people, you create a backlink between your profile and theirs. If their profile gets lots of visualizations, this increases your profile’s SEO scoring, thus ranking it higher on Google.
  2. When you endorse people, many of them will thank you and/or endorse you back. This allows you to build credibility on your profile and start conversations with them.

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by 275,057+ people.

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When the going gets tough, the tough get going… If motivated.

Photo by Andy Beales on Unsplash

Nowadays working in a startup could be considered a choice for overachievers. Startups are known to be hectic environments, and stress is a given. So much coffee is consumed every day that it would probably be more efficient to administer it intravenously. Everyone chasing the same dream that things will be quicker and easier than before. Nice idea, right?

Jokes aside, we are still talking about human beings, not machines. Thus, mistakes will happen and sometimes people need more time to get things done. Why? An oft overlooked factor is motivation. A prudent employer should never take it for granted. Let’s dive more into motivation in the context of startups.

Ineffective communication can be a major drag on the motivation of the team. Knowing what is going on in the team, who is responsible for what, and when clients expect work to be delivered is important in order to manage the workflow and so that employees can see a clear connection between their day-to-day activities and a bigger common goal. If communication breaks down for an extended period of time, this may manifest itself in the form of less motivated employees and higher staff turnover. We all have our limits, and if somebody is discouraged over a long period of time, it is likely to affect both the quality of their work and their psychological well-being.

Good communication is also directly linked to another important concept: accountability. The founders of startups are often described as being visionary, creative people with an ambitious vision. Creative thinking is great, but for every Steve Jobs who can see the big picture, there needs to be a Steve Wozniak, who understands how to execute on a practical level. Managers who are overly focused on macro-level goals have a tendency to say things like “make it happen”, without considering whether employees are equipped with the resources necessary to complete the task. Ultimately, a team member can only be accountable for a project if they have the resources and authority necessary to implement it. Muddled lines of accountability ultimately cause frustration, which will dampen motivation in the team.

This directly links to another common issue: lack of transparency. On the one hand, employees need to feel that they can freely express themselves if they think something is not working properly. If people are afraid to speak their mind, nothing is channelled to the management and some useful feedback and potentially great ideas are lost. On the other hand, if leaders are not transparent with the team, this can sow distrust and alienation among employees.

There are also some little things that can make a big difference to your team’s motivation. Start-ups often have a limited budget, but one thing you shouldn’t skimp on and must be free, is coffee. Having to pay for your own coffee when you are already giving more than 100% of your time to your company breeds a level of resentment far greater than the monetary value involved. If you want to give your employees’ motivation an extra boost, free lunch every now and then has been shown to have a positive effect. These are small symbolic ways to show employees that they are valued and that your relationship with them is not solely transactional.

Finally, let’s not forget something that is completely free: a good laugh. It’s amazing how a good joke can lift your spirits and build a sense of belonging in the group.

Start-ups are high-pressure environments, with long hours and modest salaries. Thus, there are no magic solutions to ensure your team is always motivated. It’s a rather slow — but rewarding — process of showing appreciation, building confidence and promoting a communicative environment. Even though we strive for excellence at THE RELEVANCE HOUSE, we never forget that the human factor is essential for the success of a company.

You’re a brand agency. Really?

For me I see brands a little like the ‘Force’ in Star Wars. Something which flows through everything in your organisation, your people, your offer, your products, your services and how you communicate and deliver all of this to the wider world.

Your brands image is determined by how people perceive your business based on all direct and indirect experiences with your organisation, not just your advertising or your digital chatter, but the products they use and the service you provide them.

When you start to think about all the touch points people interact with your brand it’s easy to see that their is more to your brand than marketing communications.

So if this is the case why is it that most brand agencies don’t look at the wider picture. Developing a brand proposition and story is great and looking at how you communicate this is important. Most brand teams sit in the marketing department of businesses and in some cases work closely with human resources to help build the brand from the inside out.

As I’ve already alluded to your brand is made up of a variety of elements from your communications, your people, your products and your services. But most brand agencies will only look at the typical brand infrastructure relevant to the skills they have. Your brand proposition will be designed and developed, in most cases with the leadership team through workshops, research, one to one interviews, market analysis etc… The brand is then defined and launched internally through ambassador programmes, internal launch strategies and then externally to your customers. And this brand is measured and monitored by a brand team most likely in the marketing department.

But here lies the issue for me.

Your brand is bigger than your marketing or human resources department. It’s all the elements that people interact with it including your products and your services. When developing new marketing materials you have to get brand approval and make sure it meets the carefully crafted guidelines. But if your brand is also about the products and services you offer, who manages this?

Who aligns your products around your brand proposition? What department or person takes ownership of this?

How do you make sure the service your customers receive align to your brands values and mission? Who manages this?

The future of brand management will not only be how you manage your communications and marketing activity or how you engage your employees around your brand proposition. Future brand departments won’t just sit in marketing or human resources but they’ll need to oversea product portfolios and service offerings.

Brand agencies will need to adapt and consider how they can help organisations build and manage their brands across a variety of areas outside of what they focus on today. This will enable your brand to not only communicate it’s promise but to also develop products and services inline with what you stand for.

So are current brand agencies really brand agencies or just communication agencies? The future of brand management flows much further into your organisation than it does today and to create a brand which stays true to your promise it needs to flow through the entire organisation.

Customer insights: the determinants of being a promoter


NPS (net promoter scores) have been a major indicator of whether members are satisfied with a certain product or services. In this article I will walk you through the process of digging into a survey data to understand the determinants of promoters using NPS.

What is NPS: A metric utilized across industries to measure advocacy for a company, brand, product or service among its customers, consumers, and clients

How is NPS calculated? Based on Likelihood To Recommend (asked on a 0–10 scale), NPS is the difference in an organization’s percentage of Promoters
[rated 9,10] and its percentage of Detractors [rated 0–6]

NPS calculator

The data

The survey data was collected as a part of the Key Member Indicator Program. The data connections and complementary operational, clinical, and financial metrics were collected through the Connected NPS Data project. Due to data privacy issue, I will not disclose more information but this is a large survey with 9 years of data and roughly 100,000 observations and 1,500 variables.

Proposed projects

Based on the team needs and availability of data, I propose three approaches

  • Multivariate analysis where we use logistic regression and other quasi-experimental design to understand the determinants of promoters — explaining using odds ratios → present results and actionable insights
  • Predictive modelling: logistic regression, random forest and gradient boosting — grid search.
  • Sentiment analysis: Use user feedback and comments to predict promoters.

Multivariate Regressions


MuDeterminants of NPS promoters

Intercom plugins that will transform different departments in your business

What can Intercom plugins do for your Sales, Marketing, Product and Customer Support?

Intercom has over 17,000 users, and is continuously growing. And with this growth, it comes as no surprise that there are newly emerging and exciting plugins to make Intercom even more of a multi-tool. These Intercom plugins are become increasingly more popular, as they aid and improve different departments in a company; Sales, Marketing, Customer Success etc.

I decided that it would be wise to investigate some of these Intercom plugins a bit more, to discover why they were so perfect for a specific department in a business. This is why:


Imagine having the power of viewing your customer’s screen in seconds? No more will you have to ask, “Can you see the button on the right hand side”, or “If you just scroll down, you’ll see the form you need to fill out”. Those questions are now a thing of the past, as Upscope’s co-browsing Intercom plugin shows you exactly what your customer is seeing in real time. In just one click, switch from a conversation on Intercom to securely clicking, scrolling and guiding a customer through an unfamiliar interface. A Customer Success Managers dream!

Source: www.upscope.io


One of the most important parts of customer support, is knowing how your customers feel about your product, company and quality of your support. Having a tool that allows you to collect actionable customer feedback, takes the guesswork out of the picture. By using the Intercom plugin, Survicate, you’ll meet your visitors’ needs with in-message surveys, feedback pop-up boxes and one click answers, that’ll improve your conversion rate. Get to know your customers better, and take further action to improve their satisfaction. Everyone’s happy!

Source:: survicate.com/intercom


We of course had to include Meya in the list. The Intercom plugin that strategically allows you to build commercial and personal live chat bots, helping with day-to-day bot building tasks. Customer support teams can train and host the bots, allowing for a human/bot collaboration. The bots listen to the Intercom conversations and respond when they know the answer, instantly improving efficiency for your customer service by adding more to the team. You can even pause and unpause the bot, for when you or another member of the customer support team are back in the office or back from lunch :).

Source: https://medium.com/making-meya/standing-on-the-shoulders-of-giants-2b89817fdff7


For your PPC and SEO campaigns, a targeted landing page is essential for success. With Landingi, your marketing team is able to create landing pages without any IT knowledge, whilst keeping high visual standards. With this Intercom plugin, you’re able to convert traffic from digital campaigns into paying customers easily. Landingi is not just a landing page builder, but serves as a tool for gathering and managing all of your leads.

Source: https://landingi.com/


The Intercom plugin, Driftlock, allows you to turn your live chat/CRM into the ultimate Facebook and LinkedIn advertising platform. It was designed with sales and marketing in mind, and helps you engage with customers throughout the entire customer lifecycle (from lead to happy customer). Driftlock helps you take relevant data from Intercom and other customer databases, and turn it into creative ads that your customers want and need to see. Every sales and marketing teams’ dream!

Source: https://www.campaignmonitor.com/appstore/driftrock-flow-for-facebook-custom-audiences/


Building a product means nothing if you’re building the wrong product. What if there was a way to build a product you were sure would be enjoyed, useful and used? The Intercom plugin, Productboard, does exactly that, by importing any part of an Intercom conversation that the product team should review. It helps teams understand what users need, and what your team should prioritize building next.

Understanding customer needs in order to develop and design features and products has never been easier. Now, your customer support team and product development team can focus their time and energy on the important things.

Source: https://help.productboard.com/how-to-articles/add-releases-to-the-releases-board


Having the right actionable data to work from is one of the driving forces in any company. Notion is the Intercom metrics plugin that allows businesses to see the bigger picture. Different departments can share information, such as, SaaS and sales metrics, marketing lead generation and product development. With Notion, you can easily group metrics by team, product or audience, to deliver the right stats, and even share charts on Slack! The reason why Notion works as a multi-team platform, is because it puts all of a company on the same page. Everyone knows where they are, what needs to be improved and allows them to build strategies that will get them to the next stage.

Intercom plugins have become a set of essential tools that can optimise productivity within your business. So, in short, by choosing the right Intercom plugins, you’re not only improving one aspect of your company, but improving the work and results from the different teams within.

For more information about Upscope’s co-browsing solution, visit www.upscope.io or contact our team via live chat to schedule a demo.

Ever wanted to see someone else’s entire Intercom email campaign?

If you’d like to see one complete campaign across sign up, install, trial and purchase including new ways to catch a customers attention then see these real and currently in use Intercom email campaign templates,

How to double installations of your software

When you know the biggest problem in getting people started on your service is the installation, then it helps to concentrate on just that part. This is how a simple UI change and email trick helped us double installations.

Follow our team members here: Minh Thu Saggers and Natasha Hoke

How To Zero In On The Core Beliefs Of Your Customer

I despise the phrase “life hack.” It once served a useful purpose. Now it triggers an eye roll whenever I hear it.

I must come clean. I often experiment with small changes that make my life easier. Some of them might strike you a bit unusual.

Picture this.

You parallel park on the street. You get back to your car after an hour of shopping. The surrounding cars leave you with only a few inches of room to maneuver out of the spot.

This scenario infuriates me. Nice to have such problems, right?

In a town with limited parking spots, cars pack in as tight as possible. It takes a good sixty seconds of maneuvering to pull out of a spot. It causes stress and angst, feelings I try to avoid.

I found a simple alternative to this problem. I park on a residential street. This leaves me a bit of distance to walk to the downtown area. I don’t mind. I like walking.

Here is the genius of my scheme. I park so the front of my car leaves a half cars length between me and a driveway. This ensures enough room to pull out of my spot without any maneuvering.

Yes, I waste more time parking further away and walking than the extra minute it takes to maneuver out of a tight spot. I get it. But I enjoy walking. I hate wrangling my way out of a tight spot. I go to great lengths to avoid it.

Judging by the lack of available premium parking, few people match my zeal in this area of life. Behavior like this reveals more than just a quirky habit.

What can you decipher from this?

I like walking.
I hate pulling out of tight spaces.

Those are the obvious ones. But we can dig deeper.

I prefer to conserve my mental effort for other tasks.
Minimizing stress takes precedence over saving time.
I value ease over convenience.

Imagine how you can craft your communication to me based on this information.

Research is the golden key to sales. In the written word, it makes or breaks your campaign. Discovering quirky habits of your ideal client yields insights about who they are, what they value and what they avoid. These questions help you dive into the inner sanctum of your prospect.

  1. Name a weird habit.
  2. Tell me something about yourself that would shock me.
  3. What do you do that embarrasses your significant other?
  4. What book are you embarrassed to admit you like?

Offbeat questions like these yield more insight than asking the standard questions.

What is your biggest problem?
Tell me about your struggles.
What keeps you up at night?

I write about marketing, creativity and writing. I’m giving away guides on creativity, bullet writing and editing checklist? Click here to get yours.

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How The Best Saas Startups Increase Daily Product Adoption — Pressfarm

Saas startups continue to struggle with low product adoption rates through their early days. They have high signup rates but these customers eventually wane away and cancel their subscriptions when they are done with their initial goal of signing up.

For most Saas companies, strategic marketing can help them increase their numbers. However, the point at which a customer discovers how this product could help them achieve their goals daily — usually referred to as the “aha” moment — is a near struggle to discover. This is why it is important to closely take a look at your company, discover the stages that are important along the customer’s life, and use these stages to introduce “aha” features that stem the customers in the service at particular points in time.

Having said that, we had a look at some strategies to accelerate product adoption for Saas startups below:

Additionally, the users who have continued to use your platform will probably get bored after some time and only log in whenever they want to achieve something in particular every once in a while.

To redeem your startup from both of these happenings, use in-app tips and walkthroughs to acquaint your new users with what the service has to offer aside from the feature for which they signed up.

Most saas businesses have several helpful features. It is important to ensure that through in-app guides and walkthroughs, your customers — both new and old — have a knowledge of the features of the whole application. They will get more engaged with the service as they learn what more they can do aside from their initial signup goal.

Gladly, you don’t need a development team to set this up for your Saas product. Platforms like Appcues and Whatfix have made it easier to do this by just logging in, dragging and dropping buttons and adding in your content.

Using this groups you can set up email campaigns to provide guidance or just communicate with your customers. As you communicate with them, they get engaged and even more psyched up to keep using the platform.

After the user has completed the signup process, they need to be on-boarded, nurtured, and taken through a series of emails that can help them discover your product’s hidden gems. By taking them through these initial steps, you greatly increase the engagement, increase your conversions at each stage of the campaign, and help them adopt your product as a whole.

At Pressfarm, we use Intercom to segment our users according to the plans they sign up for. We then take them through a series of emails from their initial days to show them how they can utilize our service to get their startups published in various publications around the world.

We introduce upsells and call to actions along the way to different segments of our customers. We have greatly increased our adoption by sending the right emails to the right segment of users at any stage in time.

The bottom-line is, do not just send mass emails to your customers expecting they will get engaged. Instead, identify the segments you need to differentiate your customers and send relevant emails to these segments.

You can out-rightly write articles about your company’s offerings as part of documentation and occasionally refer your customers to them. However, we prefer to use articles not as a means towards an end but as an opportunity to help customers achieve their goals around a topic they are interested in.

Your content marketing process should always educate. Provide useful guides and information. Tell the customers how to do, what to do, where to do, and how to execute in all practicality anything they need.

A clever way to teach about your product is occasionally writing about the strategies that customers can use towards a certain end goal, then lightly mentioning how your product helps them achieve one of the strategies as a tip in the article.

The best piece of advice is to develop a content marketing strategy. Understand the topics around your startup’s niche, write useful content on them and test the response from users. Learn from the data, make the necessary changes, and grow. A sound content strategy has helped Saas companies like Buffer, Kissmetrics, and Hubspot to grow their daily users. Tools like Pressfarm can also get your startup heard by getting it featured on their blog and going even further to craft your content marketing strategy too.

Some Saas companies do not provide any sort of engagement to their users when they are logged on. However, if you investigate a little you will see that from platforms like Facebook, Gmail, Airbnb, Dropbox, and Slack attempt to re-engage users and increase product adoption through website and in-app cues that keep the customers engaged.

Identify important spots in your service where you think customers will benefit from a tip, CTA, or an announcement. Add those prompts to guide your customers into the next level of your service.

One platform that can help you achieve this is Sigstr. Implement a company-wide signature that turns each of your employees into a powerful marketing tool or product adoption ambassador. You can include a CTA asking customers to upgrade their plans to get an important feature or suggest a blog post they could benefit from.

For instance, let’s say you had an ad leading customers to your landing page at a particular point in the recent past. Some of the prospective leads that showed interest but did not execute the call-to-action on the landing page are a great opportunity to market another product or additional features. You can set your ad to show to these leads again. That is the whole concept of ad retargeting.

The more they see your ad, the higher their chances of signing up or taking you serious on that CTA.

Utilise ad retargeting for your customers so that you can stay on top of their minds. Propose upsells, CTAs, product features and upgrades, or prompt them to take a particular training that will eventually lead to higher product adoption rates.

Through webinars, an actual person interacts with customers to teach them about the product, features that they are using, those they might not be using, and how to quickly achieve what they want. The viewers get to participate in the conversation and ask questions.

Two most important aspects about webinars and live demos are:

a). You get customers visually engaged, in a participatory manner. It changes your product demonstrations from telling to showing.

b). It becomes easier to upsell customers on various points or additional products and increase your conversion rates.

This helps in terms of new user acquisition as well as helping your current users know that there are more features to use on your platform to achieve their bottomline. When your users are seeing your company in the news on features and benefits, they begin to ask themselves how they can utilise these aspects to stay ahead of their competition in business. To know how to develop your startup’s PR roadmap, check out this guide that we did a while back: Best Tips for Creating a Startup PR Road Map (Free Template Included)

In conclusion, the issue of product adoption is a very pressing concern among Saas startups. While for some platforms it can be very straight forward, for others it might appear impossible to get your daily user numbers to make sense. Higher signup rates and lower numbers of daily users continue to press even some of the most accomplished startups in the market. Using the strategies above, you can turn it around for your Saas service and accelerate your product adoption. For companies struggling to convert trial users to paying customers this post will help in addition to the tips above.

Do you have anything to add to this story? Leave a comment below and we shall get in touch.

Originally published at press.farm on December 8, 2017.

How Mercedes failed it and Nike nailed it.

Ta-da? A quick glance at the new A-Class reveals that is a slightly sportier Mercedes Benz but still undeniably a Mercedes Benz. From all outward appearances, it suffers from many of the same issues the people in the commercial were railing against. Yes, the interior has been completely redesigned but we barely get a glimpse of it. And yes, you can now talk to a built-in voice assistant like Alexa, Siri, and Google.

If you visit the A-Class page on the Mercedes Benz website, you see that there are a lot of things that they’ve re-imagined. Many of which that would be appealing to potential buyers and not just to “millennials.” In fact, the A-Class was introduced to expand market share with those that may have not considered them before. So, the question is, why is that not the focus of the commercial?

Takeaway: Focus on benefits that can apply to anyone within your psychographics. Don’t spend precious seconds not showing or talking about the multiple benefits the product has. People aren’t going to buy because of posturing, they’re going to buy on benefit (even if aspiration is the benefit).

How Nike Got It Right

Shifting gears, let’s look at Nike’s brand ad now.

I don’t know Nike’s brand promise. Chances are that if I did, I would be under NDA and couldn’t share it. If I had to guess, I would say that their brand promise is about helping people see that there is greatness in themselves, far beyond what they perceive. If you look at every commercial starting with the first “Just Do It” ad that featured an octogenarian who ran 17 miles every day, all of them tie back to this core notion of you can do more than you think.

So against this brand promise, we see Nike point out all of the sexism that women face in the world of sports and encourages them to be better than they ever thought possible. And while it is clearly targeted toward women, it also signals to the rest of the world, “this is messed up, you can do better too.”

It is a holistic expression of the brand that starts with what seems to be insurmountable negatives and ends in a crescendo of encouragement.

Takeaway: If you understand what your brand promise is, you can clearly express it in multiple ways that can have a long-lasting positive impact on the brand.

Bottom Line

Pure brand marketing is a bit tough. It acts to remind consumers not only that the brand exists but what it stands for. Knowing the brand promise and brand attributes is the first step. Applying them well is the second. In the case of Mercedes Benz, we see a company going out of its way to knock itself down in an attempt to elevate one of its car lines. In the case of Nike, we see a company perfectly expressing their brand by building aspiration and encouragement. Be more like Nike.