My new web marketing strategy: Begging

I run a music website on the side that I'm now completely rebuilding with a tweaked a concept (a pivot, if you will) that will be geared towards creatives and maintain by userbase -- I've had about 13,000 signups over a long period of time. When I relaunch I'll have to go through the same thought process as you, but first let me tell you what I've seen so far.

At my day job, I've run millions of dollars in paid user acquisition and lead gen. What you have to realize is that when you're paying for users, you're normally not going to get more dedicated users (simply interested people). Organic users are usually higher quality leads than users from paid user acquisition because they came to you as interested potential customers rather than you convincing them through marketing messages and a well thought-out and optimized landing page.

Paid acquisition can work really well for companies that have a high lifetime value for a customer (LTV). That's why you see ecommerce companies, for-profit colleges, insurance companies, and other similar high-priced products spending millions in the display, social, and SEM space.

Then you see the Groupons and Living Socials of the world going for a landgrab of users quickly (paying millions to acquire users at a moderate price). But that moderate price still might not back out as the category gets less sexy. You barely see ads on Facebook for these companies anymore because the cost of acquisition is simply too high.

If you're going to do paid marketing, you have to really know your business and how you will monetize your site/app to make some decent margin at the end (selling data, premium subscription, advertising, etc.). I would only use paid marketing to validate interest on a very small scale or as a small push at the beginning to gain awareness.

If you're an app that requires a lot of users who will each monetize at a small amount, you need to have a stellar product with some other distribution mechanism (partnerships, viral coefficient greater than 1, unbelievable PR machine, etc.).

Other than show hn, I would recommend other communities focused around your idea. Subreddits and other forums are a good start, especially ones you already frequent as then you're more likely to be seen as a friend offering a cool tool rather than some guy pushing his 'thing'.

I have been told for years I need to promote my own work. It does not work for me. In fact, it backfires hugely. I am seeing gradual inroads to more traffic from trying to prove myself. People get interested in me, think I am smart, traffic follows. For me, it hugely, hugely backfires to try to "promote my site".

I think my situation is extreme but I don't think that principle is unique to me.

THANK YOU!

It's so refreshing to get a comment like that that isn't of the type "Buy low, sell high" or "Make something that is easy and fun to use".

I have to say though, that I disagree with "implementation is hard". Perhaps because that's the more entertaining part I don't think it's that hard. You can do it piece meal and when you're doing it you're also learning your trade.

I too would like to participate in a discussion about what really actually works beyong "Show HN" which is usually overly biased on the technical side or sensationalist.

The one thing that I think is actually harder than marketing is coming up with an idea that actually genuinely new and something people really need/want.

If I hear another advice along the lines "Build a solution to a actual problem people have" I'm going to puke.

As a guy who's always been on the business side of things, I started to code and design web/mobile apps only 2 years ago. As my startup (Fitsby) is getting ready for launch, I'm coming to terms with a new lesson. I used to think product dev was 90% of a startup, and that a product that was solid in design and build would be enough. Of course, I also understood that getting enough interest to validate assumptions was necessary. We've been doing that these past months, and I feel like we're getting enough interest (and even love) from people. At the same time, we're finding that it really is difficult to get people to use the product, let alone a mobile-first product. We're in private beta & it truly is a grand task onboarding and getting feedback from even our closest family and friends. Even with our most enthusiastic/anxious waitlistees, this is difficult.

At the same time, this is a truly awesome opportunity that we have where we are experiencing these problems. We're learning so much as we go! On the bright side, the users who are testing our app are enjoying it. The best thing to do, I feel, is to continue to build a solid product that people truly love and will want to spread to their friends to use.

I know I know but why should one not try?

Remember a side-project is, at least in my case, something you work on OUTSIDE of regular work. I work on weekends, early mornings and late nights. When you only have about 5-10 hours per week you have to cut corners and do what little you can.

Also, in my case, I do everything myself. The client-side code, the server-side code, the optimization, the system administration, and last but not least, the marketing. It's not easy but I'll be damned if at least one of these can't become a success.

Your loss. :-/

A lot of what Peter says makes great sense and resonates with me.

Arh! That's terrible. I'm sorry. What typos did you find?

I noticed the word "ge" should be "get" so I've fixed that now.

As far as the blog article goes, IMHO the typos are irrelevant to the expression of the idea of "begging"/being more transparent about marketing.

But with regard to the marketing effectiveness of the /yourhelp/ page, the typos are problematic.