But Mixmax hacks growth by going for big wins. Improve retention by 10% here, acquire 2% more customers there.
#Mixmax extension full#
But then, if they wanted to customize the features, or see full analytics, they’d have to go inside the Mixmax app. In Olof’s case, that meant setting up the first steps of the product experience in the Chrome extension, directly in a customer’s Gmail. To combat this, Mixmax found high-value hooks into the main product experience. Many people have a hard time migrating users over from using an extension or plugin into the actual product. Build product hooks to transition customers to your full product This is what separated Olof’s customer acquisition strategy from the many competing products. The best growth hackers build or outsource tools to drive traffic. If you’re always thinking about driving traffic in the context of creating epic blog posts, then you’re missing out on the growth hacking mindset. It has over 100,000 downloads on the Chrome store. This tool enables you to discover email addresses of your prospects. This tool has 35,000 backlinks and receives 2.5K visits/month. It’s a lead magnet for their primary product, ClickMeter. This tool shortens your link with custom domains. In fact, the page has more backlinks than any of their blog posts.
The page has over 9,000 backlinks and receives 7,000 organic visitors/month. It’s a lead magnet for a paid marketing calendar. This tool shows you how well your headline will perform. This tactic is called marketing through engineering. This means that every lead on their list had not only heard of Mixmax’s value–they had seen it in action. As a plugin, Mixmax could live on top of people’s existing workflow, creating a low barrier to entry for getting people’s foot in the door. The first version of Mixmax was a Chrome extension, which Olof soon realized was too difficult an ecosystem to live in. But Mixmax’s #1 source of leads is the product itself. There many ways to get leads, from social channels to gated content to buying lists. Offer something low commitment-a Chrome extension And as it turns out, defining the product as Mixmax grew became the best growth hack of all. We sat down to hear some of Olof’s best growth hacks for unpaid acquisition. Even more impressive? They acquired 6,000 paying customers (ranging from individuals to enterprise teams) without spending a penny on marketing. Fast forward three years and they’ve built one of the fastest adopted marketing products that helps people track, schedule, and compose emails that engage. But what form would that take? Who would it serve? That was all still up in the air. He had a rough idea that he wanted to build something to make workplace communication more expressive and effective. Olof Mathe threw that advice out the window when he started working on Mixmax. Here’s a bit of textbook startup advice: don’t start a company unless you know what you’re building. ApCustomer Acquisition Strategy How Mixmax Got 6,000 Customers Without Spending a Penny on Marketing
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