Every interaction a prospect and customer has — whether via email, your marketing site, in-app, or directly with a team member — is an opportunity to surprise and delight them. And delighted customers stick around longer and tell more people about you!
Whether your product is an online course, a glamorous widget, a software tool, or a HVAC installation, understanding the customer lifecycle and how you can come alongside them every step of the way is one of the most important steps you can take for your marketing.
Through sponsorships, we grew awareness of Podia as the all-in-one platform for creators. In addition to attributable traffic, social media users were commenting "I keep seeing Podia everywhere," and partner names were showing up increasingly frequently via a self-attribution survey.
To capture the traffic from the brand awareness campaigns, we launched a lead magnet. This page redirected visitors to a confirmation page with a welcome video sharing more about Podia. We also automated a welcome series to walk users through signing up for and using Podia.
Users who are confused by a new app often won't return, so we identified areas of friction and created videos and guides to walk users through getting started. We identified ways Marketing could have an impact without Dev resources while also making the case for future in-app updates.
In order to better showcase the Podia platform, we updated the onboarding series with shorter, more visual emails. An A/B test comparing the old and new series showed an immediate uptick in free-to-paid conversions.
I never turn down the chance to talk to actual users because those conversations often yield insights we simply can't get anywhere else as well as the specific language users use when talking about their problems, the platform, and their business.
Although I haven't yet gotten to implement this program, I would love to build a customer loyalty program that incentivizes specific in-app actions and allows users to earn and select branded swag. Companies like LMNT and Morning Brew do this so well!
Senior Growth Marketer at Podia
"Mandi's a brilliant operator – usually marketers fall into the category of being good at executing or good at strategy. She is exceptional at both.
She is a really good manager of people – kind, transparent, generous in her feedback and curious!
When working with her, I've often been struck by how she doesn't need to make people feel like she's above them in the org structure. Instead, she's right there with them, working through challenges, getting her hands dirty."