The strategies used to grow from 0-600K users in 3 years
Foster interacted in product forums. Companies like Dropbox, Evernote, all had forums where customers could make product requests. Foster joined forums and found posts like “I love Evernote, but it would be great if it worked with Dropbox”
He got about 20 visitors per link, but had a 50% conversion rate saying they wanted his product.
He provided the desired result (what people cared about) while also realizing people were looking for specific integrations
Rather than pitching users on the value of integration tools, they decided to leverage their app partners in their integration ecosystem, piggybacking their brands.
This became the focal point of their marketing success
Instead of writing all landing page content themselves, Zapier created a playbook for onboarding and launching new app partners. Part of this process was getting their partner apps to write the landing page content for them.
Part of the playbook involved app partners writing a post on their blog which helped build backlinks, optimizing SEO