Acquisition Channel Opportunities: Audio influencers, Content-driven growth, Power Users

Want to get more paying users? This week I found some some fantastic articles that will change the way you think about content marketing and power users. You'll also learn how to start using audio influencers to market your product (this is especially relevant if you're into B2B).

1. What Are Audio Influencers, and how can they help you grow?

Audio influencers?! If you're into influencer marketing, "audio influencer" is a phrase you might start hearing more often. There are even new type of companies that started to pop up, which connect "audio influencers" to brands.

What is an audio influencer? Clubhouse has been exploding for the past few months, surpassing 10 million users. Certain influencers with over 100,000 followers have all the clout to start a room and garner hundreds of people in matter of minutes.

That's a lot of power online - and companies are starting to realize this power.

Why you should care: At the moment, Clubhouse is largely a B2B platform. More than 50% of the rooms are on topics like digital marketing, crypto, SaaS and other topics. If you're on Indie Hackers, chances are, you're into B2B.

Ask yourself: you identify Clubhouse power users in your niche? You may be able to strike a good deal where they mention you a few times and get something in exchange.

The opportunity: At the moment this whole "audio influencers" thing is very new and you're likely to get cheaper rates than 5 months of now, when everyone could be aware of the term (like with Instagram).

P.S. Are you currently on Clubhouse and interested in user acquisition? I recently started a club called "Growth Marketing Club" where we'll talk about user acquisition for tech founders. To find it, just search under "clubs" and look for the club with the blue rocket and white background:

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2. There are 5 Ways to Grow Using Content (and You're Probably Using Only 1)

Lenny Rachitsky recently published a piece where he analyzed how tech companies use content to drive growth. He categorized his conclusions in a graph:

How to make use of this graph: Imagine you finish writing a post. That post can help you grow by either:

a) Slowly starting to ranking on Google, driving you search traffic

b) Get viral (on Hacker News, Reddit, etc.)

This is the vertical SEO/Virality graph.

Now, you can either write your post or let your users write it (think Quora, Reddit). This is the horizonal (UGC/Editorial) graph.

There's also data-generated, SEO-optimized content, and this is where you use your software skills to auto-generate hundreds or thousands of useful content pieces. Example: Zapier has a page for each integration (eg: MailChimp + Google Sheets), so when people type "mailchimp google sheets" into Google, Zappier appears first.

Why you should care: There's a big chance you're only using 1 or 2 of the ways above to grow using content. You're probably writing high-quality articles and then promoting them, hoping they'll rank on Google some day for your target phrase.

What can you do: Have you thought about writing content for getting viral on, say, various Facebook groups? Have you thought of how you can use data and software to generate hundreds of relevant pieces for long tail keywords? Read Lenny's article and get your creative juices flowing.

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3. Power Users Can Help Your Product Grow. You Just Need to Know How to Identify Them

The people behind Reforge recently wrote an amazing article on how you can use power users to grow your product.

What is a power user: This is where most people get confused. According to the team behind Reforge, there isn't a single definition of a power user.

Most people think that a power user is someone who was active for most of the days in the past 28/30 days:

This is a big mistake, and if you use this definition you'll miss many opportunities to grow your product.

The opportunity: Identify all of the different types of power users within your product, and find how to use their strengths to grow.

Examples: One of the power users mentioned in the article are "power influencers". They might not be as active in engaging with your product compared to traditional power users, but once those influencers do something, it has a large impact on your product. This is due to the fact they have a lot of followers themselves.

Once you identify these power users, you can get in touch with them and find ways to work together.

Another example: Power lurkers. They might not be as engaging as traditional power users, but they can help you with monetization (if you're doing ads). If you have a marketplace, you can even find a more direct way to connect the lurkers to the creators (so the creators get an ego boost, and the lurkers get more content to consume).

Why you should care: Two words: Missed opportunities. Read the full article and identify the different types of power users within your product. The next step is to identify how to best use their strengths to grow. Reforge gives you some ideas on this.

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