4 tips to make a great website that turn your page visitors into sign-ups & more

Welcome to the new members of the Growth Letter who have joined us since last Tuesday. I hope you are enjoying the content. Feel free to send me a message on LinkedIn with your ideas and thoughts.If you like the newsletter, share it with others.

Today at a glance:

• Article: Turning Traffic into users

• Post: Growth on social media

• Media: Craft your message well

• Tool: Ace your 1 on 1s

• Framework: Rossiter-Percy

One Article:

Turning Traffic Into Users: Why Branding Is Important For Product-led Growth

Product-led growth (PLG) is supposed to enable the product to sell itself, so there’s really less of a need for sales and marketing, right? Wrong.

Though the product itself does a lot of the heavy lifting when guiding the user to discover value without human guidance, product positioning and messaging becomes incredibly important throughout the user’s journey. It’s at its most valuable when users have discovered a product and are deciding whether or not they should sign up and give it a shot.Kyle Poyar provides his 2 cents on PLG and examples of how branding is relevant for your product to grow.

One Post:

Matt Gray provides actionable insights into how he grew 140,000 followers on LinkedIn & Twitter in 3 months. This is a great example of content creation as a tool to speed up growth rather than holding you back. You can read the post here

One Media:

What startups can learn from enterprise corporate messaging — Sara Varni’s lessons from Salesforce & TwilioSara Varni, CMO of Attentive, shares her most significant lessons from her marketing leadership career at Salesforce and Twilio, and what startups should know about crafting a corporate message that resonates.You can listen to the podcast here

One Tool:

Fellow.app provides the best questions to check in with your direct reports, set expectations, and coach them on their career goals. Say hello to productivity and meaningful conversations!

One Framework:

The Rossiter-Perry framework is useful to understand your target audience, brand sentiment, and advertising campaigns. Each quadrant has an involvement & emotion as factors for your customers. You have to understand which quadrant your product is in and plan a campaign.

Keeping the examples in mind, this is how each quadrant works:

1. High Involvement & Informational: Your product is of high importance, highly-priced & consumers need plenty of information to make a purchasing decision. Consumers also look at pricing & functionality before buying. Campaign Strategy → Long form copies published in magazines, newspapers & online platforms to convey the information in dept.

2. High Involvement & Transformational: Your product requires emotional decision-making. These products are psychologically fulfilling and consumers usually aren’t rational but want to be part of something like societal status or satisfaction.Campaign Strategy → You have to be dramatic, have fancy pictures, and create high exposure of colors in images and copies.

3. Low Involvement & Informational: Products here require rationality. The consumer needs a reason to buy your product. Here long ads or copies aren’t required since consumers don’t need much information to buy. Campaign Strategy: The creative has to focus on reminders, generate and reinforce brand loyalty for repeat buys. Coupons, messages, or sale promotions should help.

4. Low Involvement & Transformational: Your product has low involvement but a high emotional value. Impulse or convenience buying is consumers’ go-to action here. The “feel good” factor is important. Campaign Strategy → Advertising with images of consumer satisfaction is pivotal. Point of Sales, billboards, digital and traditional ad boards with a quick CTA leading to a “feel good” factor are necessary.

The framework will help you convey information to your audience and consider the way consumers process that information for your product.

Tim’s Hiring Zone:

You can find growth-related jobs here.