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tillcarlos.com
SaaS Marketing Analysis
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Disclaimer
I am in no way affiliated to webflow, Inc. This analysis is solely based on marketing channels, available to everyone. I cannot guarantee to include everything. Comments and suggestions are welcome. Please send to [email protected]
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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.
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Contents
1. About webflow2. Content marketing3. Social media4. Building trust5. Email marketing6. Improvement ideas
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What is Webflow
Early Presentation by the CEOThey raised a 1.5M Seed round from Khosla and Y Combinator
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History
In 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
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Target market
Design professionals who need to build modern websites without coding
/
People who want a fancy website but could not figure out the tech
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Content Marketing
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High Impact: Interactions Tutorial
Link 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
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Instruction Pages
Tabs 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
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...with videosPut it 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.
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YouTubeOnly 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)
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A Dead BlogOnly 7 posts
The last one 5 months old
Content is mostly short and only announces new features
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Inspiration for helpful blog posts
This is the stuff people want to read. Make blog posts out of it! These are not used by
webflow
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Social Media
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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
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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
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Retweets / shares like that is what the audience likes
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Word of Mouth
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Word of mouth
webflow has many passionate users who market it through word of mouth
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Leveraging trust The website does hot have any testimonials on it.
It says: "Trusted by 20k designers" (social proof)
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Email Marketing
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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)
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Email Marketing
Non-existing email marketing, as no emails get sent.
Good is: visitors get at least asked for their address (could help webflow in the future).
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Subscriptions are vanilla mailchimp
Email user flowAfter this, the email sequence ends. Why should someone subscribe?
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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 non come.
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Ideas for incentives
Incentive #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.
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Conclusion
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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
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Marketing ideas
● Run contest of web pages. Give away free subscriptions
● Publish statistics: how much do people scroll? What makes a great page?
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Outbound sales idea
teslamotors.webflow.com/ They could do that for other high-profile brands
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Can you check my SaaS?
Yes, if you are not sure if you use your marketing budget effectively.
Send me a link to your product: [email protected]
For more SaaS marketing content
subscribe to my blog on tillcarlos.com!
