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Marketing Teardown of a website builder software
Webflow
DisclaimerWe are in no way affiliated to webflow, Inc. This analysis is solely based on marketing channels, available to everyone. We cannot guarantee to include everything. Comments and suggestions are welcome. Please send to [email protected]
What can I learn here?● Use your product to market itself.● Fine-tune content marketing● A new outbound sales idea● … that webflow could be your next best tool.
Contents1. About webflow2. Content marketing3. Social media4. Building trust5. Email marketing6. Improvement ideas
What is WebflowEarly Presentation by the CEO
Vlad and his 2 co-founders raised a 1.5M Seed round from Khosla and Y Combinator
HistoryIn 2012, brothers Sergie and Vlad Magdalin and co-founder Bryant Chou, started Webflow as a way to empower designers to create custom websites without learning how to code.forbes.com
Target marketDesign professionals who need to build modern websites without coding
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People who want a fancy website but could not figure out the tech
Content Marketing
High Impact: Interactions TutorialLink on webflow.com
It could be more generic to appeal to even more people (who might not use webflow yet)
A powerful presentation of what's possible. Gives value and presents the USP
Reached 776 twitter shares, 1.5k facebook shares and 61 comments on hacker news
Instruction PagesTabs on webflow.com
tabs.webflow.com shows exactly how to use that feature
One can see how this site is built and replicate it fast
...with videos
These videos should also go on YouTube!
Make a link to tabs.webflow.com
The video needs a call to action!
Beyond the landing page: this tutorial gives clear instructions.
YouTube
Only one video is viewed often: Building webflow in webflow (went viral on twitter)
The other videos are only for educational purposes. Not a marketing tool (yet)
A Dead Blog
Only 7 posts
The last one 5 months old
Content is mostly short and only announces new features
This is the stuff people want to read. Make blog posts out of it!
These are not used by webflow
Inspiration for helpful blog posts
Using twitter
Good number of followers as a starting point.
With 4.6k followers, this could be an ideal starting point for content marketing syndication
Not a marketing tool yet. It looks like the team is using it for support and announcements only
New webflow pages#MadeInWebflow has potential
The best ones could easily be turned into blog posts
Of course, @webflowapp retweets these
Employees tweet their new features
Retweets / shares like that is what the audience likes
Word of Mouth
Word of mouth
webflow has many passionate users who market it through word of mouth
Leveraging trust
The website does hot have any testimonials on it.
It says: "Trusted by 20k designers" (social proof)
Email Marketing
Free or not? (Pages are out of sync)
Form 1: "free account" Form 2: "Forever free"
Form 3: "14 day trial" (and less subscribers than on the front page)
Email MarketingNon-existing email marketing, as no emails get sent.
Good is: visitors get at least asked for their address (could help webflow in the future).
Subscriptions are vanilla mailchimp
Email user flow
After this, the email sequence ends. Why should someone subscribe?
Why subscribe?No incentive for subscription is given. A lead magnet could help for people who do not want to try webflow out yet
Better: what about a graphic designer's guide to webflow?
This is the current email bar - which promises updates, but none come.
Ideas for incentivesIncentive #1: Create an eBook on an in-demand topic.Incentive #2: Create an email course. Incentive #3: Run recurring webinars.Incentive #4: Run a recurring contest or giveaway.Incentive #5: Create a special club for email subscribers.Incentive #6: Record an audio gift.Incentive #7: Offer a discount on a product or service.Incentive #8: Offer a free trial membership.Incentive #9: Offer free product samples.Incentive #10: Create a quick video for your audience.Source: Pigeon Express Blog
This is what webflow does already.
General notes● webflow are focusing on new features, not on marketing● Their funding and user base is large enough to relax● Yet, they could do much more: blogging and email marketing
Marketing ideas● Run contest of web pages. Give away free subscriptions● Publish statistics: how much do people scroll? What makes a great page?
Outbound sales ideateslamotors.webflow.com/
They could do that for other high-profile brands
Can you check my SaaS?
Yes, send us a link to your product: [email protected]
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