If you want to get more paying users, you'll either need to experiment with new acquisition channels, or find better ways to use existing distribution channels.
After looking through hundreds of tech news last week, I've identified 3 acquisition channel opportunities:
Facebook/Instagram/Twitter Organic Reach: A social media analytics company has looked into 22 million posts on Instagram, Facebook and Twitter from 35 industries. Find which social network had the best organic reach.
Google Ads (AdWords): Advertising on Google is all about matching the users intent to your offer. A recent Google update made it easier to do just that.
Content Marketing: Twitter just released a content calendar for 10 major countries and 2 regions
Let's dive in.
This was the main conclusion from a major research report came to after it analyzed 22 million posts on Instagram, Facebook and Twitter from 35 different industries.
The data: In 2020, the average engagement rate per post on Facebook was 0.26%, Twitter reached a mere 0.06%, while an Instagram post scored an average rate of 1.16%:
What this means for you: If your audience is both on Facebook and Instagram, and you want to get more followers, consider focusing on Instagram instead of Facebook. On average, you'll reach 4 times more of the followers that you have on IG vs. FB.
What surprised me most about the report's analysis was Twitter's low engagement rate.
An average of just 0.08% engagement rate per post was dissapointing to say the least.
Question: I've tried to look for a recent (2019 or 2020) study comparing organic reach across major social media platforms and this is the only one I found. Are you guys aware of anything similar?
If you're a resume writing service and are bidding on "resume services", the last keyword you want to appear (and be charged) for is something like "what are some customer service skills to put on a resume".
In my Zero to Users research on acquisition channels that work consistently for founders, I found plenty of examples of people who have been successful with Google Ads right from the start because they focused exclusively on high-intent keywords and avoided bidding in irrelevant phrases.
Google just released an update that will reduce the chances of that happening. They're ending the support for the broad match modifier keyword match type and are migrating the best parts of it to the phrase match modifier.
What this means for you: A better chance to reach the right customer when they're searching for something related to your product. Google provided a nice before/after table to give you a better idea:
Why is this good news for founders: Google seems to be going in the direction of simplifying it for your-average-founder with updates like these.
Agencies are probably going to hate this update because it takes away their power to customize their campaigns.
Founders, however, don't have hundreds of hours to for customization so any update where Google tries to use their advanced AI algos to do this for us is welcomed.
Do you agree?
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"Use this calendar to discover opportunities to connect with your audience year-round through relevant events, occasions, and trends.". This is the purpose of the content marketing calendar Twitter released recently.
It contains all major global events and holidays through 2021.
There is also a custom version of the calendar for 10 separate countries (US, UK, Spain, France, Canada, Germany, Australia, India, Mexico, Brazil and Japan) and 2 major regions ( SEA - Southeast Asia and MENA - Middle East/North Africa) as well.
What this means for you: This is great news if you're out of ideas on what to post. Here are the upcoming events for February, for example: