How to go from 0 to $5M ARR profitably (step by step)

这篇是一个学习笔记，原文作者为David Park, 链接： https://x.com/Davidjpark96/status/1789773192435060737

David Park是jenni ai的CEO，目前jenniAI的ARR为$8M

原文：

How to go from 0 to $5M ARR profitably (step by step)

Here is every growth hack we used for each of our distribution channels:

Organic Short-form content

Influencer Marketing

SEO

Paid Ads

Organic Short-form content

The most important thing to remember in this new age of social media is that follower counts don’t matter at all

I would unironically sponsor a fresh account made this week vs a YouTuber with a million subs if they had similar views and I don’t even think it’s a controversial opinion

(especially when you consider that the famous YouTuber will charge you potentially 30x more for less results, but I would maybe even choose the new account if they were the same price)

The reason being that new accounts are highly volatile and if you put out a great engaging piece of content then it could easily go viral regardless of how many followers you have

But rather than finding and sponsoring these new accounts in your niche, you can just create these accounts yourself

You just need to follow this basic format:

Find a face for your account

Craft a viral video ‘series’

Multiply your accounts

What would happen if BTS made a new TikTok account and started posting?

All videos on the new account would immediately go viral because the algo would push the videos back to their fans

Despite having zero followers, this new TikTok account will ‘behave’ as though it has hundreds of millions of followers

One great hack is to find someone who already has an audience of people that you know will convert, then ask them to create a completely new account to posts videos about your product

This is an amazing hack because creators are usually very open to this idea because it doesn’t dilute their main page, it’ll be way cheaper to pay for 20 videos on a new account every month vs 20 sponsored posts on their main account, and it’ll get way better results

For example we found a creator named Mengmengduck whose entire account at the time was teaching students how to write to employers and we paid him $4000 for 20 videos/mo

In our first month we got 7 million+ impressions, just as expected the videos on the brand new account were being pushed to the followers on his main account

When you get a new creator just follow this basic guideline:

Repost vids on all platforms (Reels, TikTok, YT Shorts)

Post 1+ videos per day

Initially, post vids similar to what the influencer posts on their main account, then start experimenting with videos that feature your product

We paid $4000/mo for MMD who had 500k followers, but you can get someone cheaper for similar results!

The entire goal when working with your creator is to find a viral “series” because a video that goes viral once will go viral again

You want a video that you can basically tweak slightly and repost multiple times a week that is still fun for the audience

Once you find a viral series, you can start creating new accounts but this time you don’t need to work with big creators, you can just find charismatic UGC creators because you’ve found content that is engaging and poised to go viral

Currently, we have about 5 different Jenni AI accounts all posting similar content

Many of our accounts have tens or sometimes just hundreds of followers and they just repost stuff from our main account

In some cases, the account with 48 followers gets MORE views than our main account with 55k followers…even when posting identical videos

Examples of viral series:

A guy tries to see how many sticks of spaghetti it takes to hold his weight. Then he tries to see how many coat hangers. Then he tries to use sheets of paper. Etc etc. All the same video, minimal effort but will go viral every time.

A guy drinks a cup of milk for every 1000 followers he has. Everyday it’s the same video where he drinks milk but people continually tune in because they want to see him suffer and drink hundreds of cups of milk. Will go viral every time.

For us we had “POV you have an essay due” and it was just a ridiculous plot of someone realising they have an essay due while they are taking a shit or right before they sleep or w/e and it always ended with them using Jenni AI to help them write their essay faster. Same video, slightly different 10 second intro each time.

Thinking of new viral video ideas are so hard, so just try to think of tweaking your few winning videos into “series” and just think about prolonging the lifespan of your content

The order of virality:

Have one account on each platform (TikTok, Instagram, YT shorts) and experiment with a ton of hooks and video ideas

Eventually you’ll get a video that goes viral after enough experimentation

Experiment and somehow turn that video into a “series”

Start tweaking and posting this “series” on multiple accounts

Translate and create the same video with creators that speak Chinese, Spanish, etc

Take the really mega-viral videos and sponsor other pages to repost them

Use the mega-viral content for paid ads

Eventually enough copycats will copy your video series and it’ll get played out and you restart at step 1

Our video series “POV: You have an essay due” has probably generated 300 million+ views overall

It was essentially the same video over and over, multiple times a week, yet they consistently went viral

That one video series made us over half a million dollars, and it was one of several video series’ that we were able to cook up

Influencer Marketing

Find influencers

Go to your users’ Instagram and see which influencers they are following. This should be easy if you’ve done user interviews correctly, if you have no social media handles of your users you should actually befriend your users and get to know them on a deeper level or you’re not going to make it

Do this for several users and eventually you will find some influencers that are ‘popular’ among your target user demographic. Find these influencers and follow them all, it’s okay you only need 1-3

Go to these influencer’s profile and click “suggested similar accounts” and you’ll get an easy list of hot leads that you can sponsor (you can continue to do this recursively for each new influencer that you find)

Also, be sure to see what hashtags these influencers are using when they post and then follow those hashtags as well

Once you have a list of influencers, create a new Instagram/TikTok account and manually follow & watch their videos all the way through and the algorithm will start automatically showing relevant influencers to you that you can then reach out to (this is a great way to lower the risk of getting scammed because the videos that show up organically on your FYP are less likely to be accounts that have bought followers/views)

On your new account, you want to be on the hunt for smaller influencers, if a new-ish account has multiple videos with 100k+ views, it’s absolute GOLD

Once you have a list of influencers who you are ready to partner up with, you can begin reaching out to them

Reach out to influencers

DMs > emails = higher response rate (at least for us)

All messages need to be as detailed and tailored as possible, but most importantly as CONCISE as possible. This balance is hard but you’ll get a better feel for this as you notice what gets ignored and what doesn’t

Demonstrate that you’re genuinely a fan of their content and that you’re excited to partner up. This is such a low bar but few founders actually put in the effort.

Why should they partner with you? Why will their audience love your product? Don’t talk about dumb shit like how many employees your company has or what round of fundraising you’re at (I suggest not talking about those vanity metrics in any situation, but I digress)

Make sure to indicate somewhere in the message that this is obviously a PAID promotion, influencers are constantly inundated by people who are begging them for free shoutouts or weird affiliate partnerships

Expect more than 50% of influencers to not respond, but this % is very volatile depending on what industry you’re in, and how cool/well-known your product is

The good news is, as more influencers talk about your product it gets easier and easier to convince them to promote your product because they have heard of it before (unknown products could be risky or straight-up scams)

Negotiate

The highest priority is to align the incentives between you and the influencer. You should both want a banger video that converts

Never pay upfront for videos (pay half upfront at most). Most influencers are fantastic people but some influencers will just try and drop a half-ass video once they get their check

Try to split the payment so that some % comes from the number of conversions that they bring (you can track this via coupon code or UTM link). If they don’t want to do that, try to at least have some affiliate bonus

Ask for their viewer demographics see which countries are viewing their content and compare that with the conversion rates of those countries for your product

See previous sponsored content that they’ve posted and see how those videos performed vs their usual content

Negotiate the deal so that either they only receive some/all of the payment if it reaches a certain # of views (or a certain # of coupon code redemptions)

Don’t listen to these absolute garbage articles that tell you to pay based on the number of subscribers/followers that they have. The sole question you should be asking is, will they convert or will they not (at least in the early stage of your startup).

Post content

You can’t use a general content strategy for all of your influencer partnerships because each influencer has a certain type of content that their audience likes. Your content can’t deviate too far from it or else it will have terrible watch times and you’re basically paying for a dud

If you don’t have experience with social media or making engaging content, just let the influencer make the video and then you approve it (after aligning your incentives, as we discussed in the last step)

One important note is that views are irrelevant, we’ve had videos that got 30 MILLION views and gave us barely any conversions, whereas a video with 50k views converted like hotcakes. The video should make the viewers excited about what you’ve built not just have them hear what you made and then forget about it the second they scroll to the next video on their For You Page

-When in doubt, don’t be afraid of your video looking like a straight-up ad, even if it gets less views it will convert better than an influencer casually talking about your product for 15 seconds in a random “Day in the life” vlog

Final tips

The biggest risk with influencer marketing is sponsoring a dead video or a video that gets a few hundred views or a few thousand views in low-converting countries. For that reason, make a portfolio of bets instead of hunting for the perfect deal. Do not allocate all of your marketing budget to a few large influencers

If the account has high conversion potential, but the first video flops, don’t be afraid to run it back again (often times you can get a better rate on the second video if the first video does poorly)

You should be casting a large net and then doubling down on the winners and gathering data to get better at predicting which influencer would be great to sponsor

One good influencer partnership can make up for several influencer partnerships with negative ROI

The ultimate goal is to build out your influencer marketing arm and then bring on somebody to help run it so you can focus on other aspects of growth.

You need to have all of your insights and data figured out so that when you bring somebody on, they can take your insights and devote all of their time to become even better than you are at influencer marketing.

SEO

SEO is a tricky one because it can take so long to see results

That’s why I would never start with SEO because in the early-stages you want fast feedback cycles and SEO is the furthest from it

But the flip side is, when you really need SEO, you probably should’ve started on it 6 months prior to that point

For that reason my ideal order of what growth channels I would focus on is: Organic Short-form -> Influencer Marketing -> Paid Ads

And at any point when I felt like I had a deep understanding of who my powers users were I would start work on SEO and do it concurrently with whatever growth channel I was working on at that point in time

Here are some growth hacks for when you do start SEO work:

Taking featured snippets

Sometimes you’ll be ranking low on the first page, not getting much traffic. Pushing yourself to the top of the page can take a lot of effort and investment, but there’s a way to get there almost immediately. If the search term you’re looking to rank for has a featured snippet, you can often easily take over the first spot by just tweaking your content to answer the query more precisely.

The chances are your content already answers the question well enough, but it’s just not written in a way that Google realizes it. Use definitive phrases like “The answer is Yes, you can do X”. Use bulleted or ordered lists to make the answer concise and clear.

To find these opportunities, you can plug your domain into a tool like Ahrefs, Semrush or Search Atlas and filter the keywords you are ranking for by the SERP containing a featured snippet.

To keep it simple:

Plug your domain into SEO tool (ahrefs, semrush, searchatlas)

Look at keywords you’re ranking for already

Filter results by the criteria of containing a featured snippet in the results

Tweak your content to answer the query in the best way possible

Jump from position 3-10 to 1

Increasing brand name searches Brand searches helps legitimize your startup in Google’s eyes and will help your content be seen as “trustworthy”.

With this in mind, for your SEO you should be engaging in other marketing activities that necessitate brand searches.

To keep it simple:

When doing organic social media marketing, encourage users to search out for your brand name instead of directly typing in the URL

When doing paid social marketing, utilizing view-through or engaged-view conversions to still track conversions made via Google searches so you can still optimize the social campaigns while reaping the SEO benefit.

Make it easy for search engines to understand your website Search engines have gotten a lot better at understanding messy websites, but that doesn’t mean you shouldn’t make it as easy as possible for them.

Adding schema to your pages and giving clear cut definitions to your content can make it incredibly clear to any bots crawling your site what your site is about and what it is doing.

The more the better, we’ve had a lot of limitations with this as we’re using Framer and we’ve found some types of schema quite hard to implement. However, we’ve done what we can and any type of schema is better than nothing (as long as it’s accurate)

To keep it simple:

Add relevant schema to any page that is suitable

Mark up your landing pages with FAQ data, mark up your blog posts with article data.

Accurately estimate your ROI from search engines It’s been a long time since Google allowed us to see which keywords led to conversions in Google Analytics, however it’s super important to get as accurate of a picture as possible.

Many people will simply look at reports and anything under the “organic” or “search engines” column, they’ll count as an SEO conversion. But that’s simply not true, and it severely misinforms you. By the nature of the tracking, it’s impossible to differentiate between branded conversions and non branded conversions with SEO.

The closest we’ve been able to get to do this is with a custom tool, but you can replicate it manually as well

Log into search console

Select your time period

Export your clicks for each query

Remove all branded queries

Go to your paid ads (preferably Google ads) platform and note down your conversion data.

Slightly lower the conversion percentage (because paid typically converts better than organic, as you’re bidding based on a lot of other targeting metrics too)

Tally up all the clicks from search console

Use the conversion percentage from paid ads (slightly lowered)

Calculate the amount of conversions you have received from SEO (excluding brand)

Times this by the average LTV of your customer

This is a much closer metric to reality than anything reported by any reporting software, especially if you have a lot of branded searches like us

Paid Ads

Founders will tell me their marketing strategy and marketing spend and sometimes I’ll be shocked

Many are going to end up spend a sizable portion of their entire investment on google/meta ads, and the worst part is they aren’t even acquiring users at a profit, which genuinely makes me nauseous

Especially in the early-stages, I honestly wouldn’t be burn ANY money on paid ads and only spend after some social media marketing first

This is because data is key when it comes to paid ads and you want as much accurate data as possible to feed into the ad platforms

The algorithms work very well, but they need data to make the right decisions, and you can get this data from other growth channels before starting paid ads

Why paid ads after influencer marketing and organic content:

From influencer partnerships and organic short-form you will have a bunch of creatives that you can work/experiment/rework for paid ads

You get valuable customer feedback in the comments of your posts (how do target users describe your product, what they compare it to, what they like/don’t like about your product) which can be leveraged for ad copy and positioning

You can use the data from your social media partnerships to have better targeting for your ads on day 1 (what countries convert better, what’s the LTV of each country, what types of users are ideal to market to, etc)

In early-stages your budget won’t be big enough and you won’t be able to spend enough on Meta to get enough data for targeting based on purchase conversions

We only scaled paid ads after:

PMF (Product Market Fit)

3x LTV to CAC (we pay less than $1 for every $3 you make from ads)

Short payback period (we make back our money in less than 3 months)

Lastly, take special considerations of both the entire user journey and the landing page before you crank up adspend

If your landing page isn’t persuasive + effective it’ll not only get less conversions you will also pay more for each click. In Google it improves the relevancy score and in Meta it improves the quality ranking. An easy win is also just to speed up the loading time of your page, this can directly effect the quality score of your ads and will also lower spend per click

Again, do not do paid ads until later in your startup’s lifecycle

It requires a larger budget, more data, and typically has higher cost per acquisition than other channels that you can start with

I personally also think it’s just the most boring growth channel so don’t deprive yourself of the joy of figuring out the other fun ones first haha

Conclusion + Final Tip:

For every level there is a new devil

As you scale up your paid ads, your cost per acquisition will continue to creep upwards

As you scale your influencer marketing you may actually run out of influencers to sponsor for your target user demographic

There’s always some content strategy that stops working on your social media accounts, or a random Google update that threatens to fuck your rankings

At each stage of scaling you’ll come across a myriad of issues that can only be solved by specialized knowledge and intense focus

Scaling to $5M ARR is too difficult for one man to do (unless you’re the Lisan Al Gaib of startups)

Now that you’ve read this entire guide you can just choose which growth channel to start with and throw your whole weight into it until you solve it and you can move to the next one

Once you start acquiring users profitably with that first growth channel, find someone who either has the skillset to take over or someone who you can train to take over

This is a critical step

To get to $5M ARR you need to know how to find, hire, and retain amazing talent

This could be an entire post on it’s own because hiring is so tricky, but I will say that I highly highly bias towards resiliency + speed over experience

Why do I care if a candidate has 15 years of digital marketing experience?

Half of our marketing work has to do with short-form content and you could’ve only become an expert in short-form (TikTok, Reels, YT Shorts) in the last 3 years anyways

A young marketer with TikTok brain rot who has a great work ethic will often times outperform the “established” digital marketing agency with a ton of fake google reviews

Today, our entire marketing team is just 3 people (me included), and I couldn’t have gotten anywhere close to $5M ARR without them

Thanks to my growth team composed of Justin and Luke who are rockstars at what they do and helped flesh out a lot of the strategies on this post

Since you’ve made it all the way to the bottom I’ll tell you one final secret

Look at the bottom right of this tweet and count the bookmarks

How many of those people will actually read this whole thing? 10%?

How many of them will then actually try to implement some of the strategies I wrote about here? 10% of the 10%?

How many of them will continue to try 1 year from now when these marketing tactics help them uncover deep flaws in their product? 1% of that?

This post will be read by hundreds of thousands of people but ultimately it will only be properly utilized by literally one or two of you

I hope you are that one person that I wrote this for and I hope you can go on a similar fantastical journey that I got to experience

Good luck!

中文：

如何从0开始以盈利的方式达到500万美元的年度经常性收入（ARR）（一步一步）

以下是我们为每个分销渠道使用的所有增长黑客：

有机短视频内容
影响者营销
搜索引擎优化（SEO）
付费广告

有机短视频内容

在这个社交媒体的新时代，最重要的事情是要记住粉丝数量根本不重要。

如果他们的观看次数相似，我宁愿无讽刺地赞助一个本周刚创建的新账户，而不是一个拥有百万订阅者的YouTuber，我甚至不认为这是一个有争议的观点（尤其是当你考虑到那个著名的YouTuber可能会因为你得到的结果更少而向你收取高达30倍的费用，但如果价格相同，我甚至可能会选择新账户）。

原因在于新账户非常不稳定，如果你发布了一个很棒的、引人入胜的内容，那么不管粉丝数量有多少，它都很容易走红。

但与其在你的领域中寻找和赞助这些新账户，你完全可以自己创建这些账户。

你只需要遵循这个基本格式：

为你的账户找一个面孔
制作一个病毒式视频“系列”
增加你的账户数量

如果BTS创建了一个新的TikTok账户并开始发布，会发生什么？

新账户的所有视频会立即走红，因为算法会将视频推送回他们的粉丝。

尽管拥有零粉丝，这个新的TikTok账户将表现得好像它有数亿粉丝。

一个好的技巧是找到一个已经拥有你确信会转化的受众的人，然后请他们在一个全新的账户上发布关于你们产品的视频。

这个技巧之所以惊人，是因为创作者通常非常开放这个想法，因为它不会稀释他们的主要页面，支付20个新账户上的视频每月的费用比支付他们主要账户上的20个赞助帖子要便宜得多，而且会得到更好的结果。

例如，我们找到了一个名叫Mengmengduck的创作者，他当时的整个账户都在教学生们如何给雇主写信，我们每月支付他4000美元制作20个视频。

在第一个月，我们获得了超过700万次曝光，正如预期的那样，新账户上的视频被推送到了他主要账户的追随者那里。

当你得到一个新的创作者时，只需遵循这个基本指南：

在所有平台上重新发布视频（Reels、TikTok、YT Shorts）
每天发布1个以上视频
最初，发布与影响者在他们主要账户上发布的内容类似的视频，然后开始尝试展示你们产品的视频
我们每月支付4000美元给拥有50万粉丝的MMD，但你可以用更便宜的价格找到类似效果的人！

与创作者合作的整个目标是找到一个病毒式“系列”，因为一旦一个视频走红，它就会再次走红。

你想要一个视频，你可以基本上稍微调整一下，然后每周多次重新发布，对观众来说仍然很有趣。

一旦你找到了一个病毒系列，你可以开始创建新账户，但这次你不需要与大创作者合作，你只需要找到有魅力的UGC创作者，因为你们已经找到了引人入胜、准备走红的内容。

目前，我们大约有5个不同的Jenni AI账户都在发布类似的内容。

我们的许多账户只有几十个或有时只有几百个粉丝，他们只是从我们的主要账户重新发布内容。

在某些情况下，拥有48个粉丝的账户比我们拥有55k粉丝的主要账户获得的观看次数更多……即使发布相同的视频。

病毒系列的例子：

一个男人试图看看需要多少根意大利面才能支撑他的体重。然后他尝试看看需要多少个衣架。然后他尝试使用纸张。等等等等。所有相同的视频，最小的努力，但每次都能走红。
一个男人每有1000个粉丝就喝一杯牛奶。每天都是相同的视频，他喝牛奶，但人们不断地收看，因为他们想看到他受苦，喝几百杯牛奶。每次都能走红。
对于我们来说，我们有“POV你有一个论文到期”，这只是一个人意识到他们在拉屎时或者在睡觉前有一篇论文到期的荒谬情节，它总是以他们使用Jenni AI帮助他们更快地写论文结束。相同的视频，每次稍微不同的10秒开场。

想出新的病毒视频创意很难，所以试着调整你的几个获胜视频到“系列”，只是想延长你内容的寿命。

病毒性的顺序：

在每个平台上都有一个账户（TikTok、Instagram、YT shorts）并尝试大量的钩子和视频创意
最终你会在足够的实验后得到一个走红的视频
实验并设法将那个视频变成一个“系列”
开始在多个账户上调整和发布这个“系列”
翻译并创建与讲中文、西班牙语等创作者相同的视频
拿真正超级病毒的视频，赞助其他页面重新发布它们
使用超级病毒内容进行付费广告
最终，足够的模仿者会复制你的视频系列，它会被玩坏，然后你从第一步重新开始

我们的“POV：你有一个论文到期”视频系列可能总共产生了超过3亿次观看

它本质上是相同的视频一遍又一遍，每周多次，但它们始终走红。

那个视频系列为我们赚了超过五十万美元，它是我们能够制作的几个视频系列之一。

影响者营销

寻找影响者

去你用户的Instagram看看他们关注了哪些影响者。如果你正确地进行了用户访谈，这应该是容易的，如果你没有用户的社交媒体账号，你实际上应该与你的用户成为朋友，更深入地了解他们，否则你不会成功
对几个用户这样做，最终你会发现一些在你目标用户群体中“流行”的影响者。找到这些影响者并关注他们，没关系，你只需要1-3个
去这些影响者的主页，点击“建议的类似账户”，你会得到一个你可以赞助的热门潜在客户的简单列表（你可以继续为每个新发现的影响者递归地做这个）
另外，确保看看这些影响者在发布时使用什么标签，然后也关注这些标签
一旦你有了一份影响者名单，创建一个新的Instagram/TikTok账户，并手动关注他们，观看他们的视频，算法将开始自动向你展示相关的你可以联系的影响者（这是降低被诈骗风险的好方法，因为出现在你的FYP上的自然视频不太可能是购买了粉丝/观看次数的账户）
在你的新账户上，你想寻找小影响者，如果一个新账户有多个视频有10万+观看次数，那是绝对的金子
一旦你有了一份你准备与之合作的影响者名单，你可以开始联系他们

联系影响者

直接消息>电子邮件=更高的回复率（至少对我们来说是这样）
所有消息需要尽可能详细和定制，但最重要的是尽可能简洁。这种平衡很难，但随着你注意到什么被忽略，什么没有，你会更好地感受到这一点
证明你真的是他们内容的粉丝，并且你对合作感到兴奋。这是一个很低的门槛，但很少有创始人真的付出努力。
他们为什么要与你合作？为什么他们的观众会喜欢你的产品？不要谈论你们公司有多少员工或者你在哪个融资轮次这样的蠢事（我建议在任何情况下都不要谈论这些虚荣指标，但我离题了）
确保在消息的某个地方表明这显然是一个付费推广，影响者不断地被要求免费宣传或奇怪的联盟合作的人淹没
预计超过50%的影响者不会回应，但这个百分比非常不稳定，取决于你所在的行业，以及你的产品有多酷/知名
好消息是，随着越来越多的影响者谈论你的产品，说服他们推广你的产品变得越来越容易，因为他们之前已经听说过它（未知的产品可能是有风险的，或者完全是骗局）

谈判

最高优先级是将你和影响者之间的激励对齐。你们都希望有一个转化率高的视频
永远不要预先支付视频费用（最多预付一半）。大多数影响者都是很棒的人，但有些影响者会在拿到支票后尝试发布一个半吊子的视频
尝试将支付分成两部分，一部分来自他们带来的转化次数（你可以通过优惠券代码或UTM链接跟踪这一点）。如果他们不想这样做，至少有一些联盟奖金
询问他们的观众人口统计，看看哪些国家在观看他们的内容，并将其与你的产品在这些国家的转化率进行比较
查看他们之前发布的赞助内容，并看看这些视频与他们的常规内容相比表现如何
谈判交易，使他们只有在达到一定数量的观看次数（或一定数量的优惠券代码兑换）时才收到部分/全部付款
不要听那些告诉你根据他们拥有的订阅者/粉丝数量支付的绝对垃圾文章。你应该问的唯一问题是，他们会转化还是不会（至少在创业初期）。

发布内容

你不能为所有影响者合作伙伴使用一般的内容策略，因为每个影响者都有某种类型的他们观众喜欢的内容。你的内容不能偏离太远，否则它将有糟糕的观看时间和你基本上是在为一个失败者付费
如果你没有社交媒体或制作引人入胜的内容的经验，就让影响者制作视频，然后你批准它（在我们在上一步讨论的对齐激励之后）
一个重要的注意事项是，观看次数无关紧要，我们有视频获得了3000万次观看，几乎没有转化，而一个有5万次观看的视频转化得像热蛋糕一样。视频应该让观看者对你们构建的东西感到兴奋，而不仅仅是让他们听到你们做了什么，然后在他们滚动到他们的For You页面上的下一个视频时就忘记了
如果有疑问，不要害怕你的视频看起来像一个直接的广告，即使它获得的观看次数更少，它也会比影响者在随机的“一天的生活”视频博客中随意谈论你的产品15秒更好地转化

最后提示

影响者营销的最大风险是赞助一个死亡视频或一个在低转化国家获得几百次或几千次观看的视频。因此，与其寻找完美的交易，不如做一个投资组合。不要将所有营销预算分配给几个大影响者
如果账户有高转化潜力，但第一个视频失败了，不要害怕再次运行它（通常如果第一个视频表现不佳，你可以在第二个视频上获得更好的价格）
你应该撒一个大网，然后对赢家加倍下注，并收集数据，以更好地预测哪个影响者值得赞助
一个好的影响者合作伙伴可以弥补几个ROI为负的影响者合作伙伴
最终目标是建立你的影响者营销部门，然后引进某人来帮助运营，以便你可以专注于其他增长方面。
你需要弄清楚你所有的见解和数据，以便当你引进某人时，他们可以采取你的见解，并投入他们所有的时间，成为比你在影响者营销方面更优秀的人。

SEO

SEO是一个棘手的问题，因为它可能需要很长时间才能看到结果

这就是为什么我永远不会从SEO开始，因为在早期阶段，你想要快速的反馈周期，而SEO是最远离它的

但另一方面，当你真的需要SEO时，你可能应该在那个时候之前6个月就开始了

因此，我理想的增长渠道顺序是：有机短视频 -> 影响者营销 -> 付费广告

并且任何时候，当我觉得自己对我的主要用户有了深入的了解时，我就会开始SEO工作，并与我当时正在工作的任何增长渠道同时进行

以下是一些你开始SEO工作时的增长黑客：

获得精选片段

有时你会在第一页排名很低，没有获得太多流量。将自己推向页面顶部可能需要很多努力和投资，但有一种方法可以让你几乎立即到达那里。如果你想要排名的搜索词有一个精选片段，你通常可以通过简单地调整你的内容来回答查询更精确地接管第一位置。

很可能你的内容已经足够好地回答了问题，但它只是没有以谷歌意识到的方式书写。使用明确的短语，如“答案是是的，你可以做X”。使用项目符号或有序列表使答案简洁明了。

要找到这些机会，你可以将你的域名插入像Ahrefs、Semrush或Search Atlas这样的工具，并筛选你正在排名的关键词，这些关键词的SERP包含精选片段。

保持简单：

将你的域名插入SEO工具（ahrefs、semrush、searchatlas）
查看你正在排名的关键词
根据结果中包含精选片段的标准过滤结果
调整你的内容，尽可能好地回答查询
从第3-10位跳到第1位
增加品牌名称搜索品牌搜索有助于在谷歌眼中合法化你的创业公司，并有助于你的内容被视为“可信”。

考虑到这一点，对于你的SEO，你应该参与其他需要品牌搜索的营销活动。

保持简单：

在进行有机社交媒体营销时，鼓励用户搜索你的品牌名称，而不是直接输入URL
在进行付费社交媒体营销时，利用视图通过或参与视图转换，仍然可以通过谷歌搜索进行跟踪转换，因此你仍然可以优化社交媒体活动，同时获得SEO好处。
让搜索引擎更容易理解你的网站搜索引擎已经变得更擅长理解混乱的网站，但这并不意味着你不应该尽可能让它们更容易。

在你的页面上添加模式，并给你的内容提供明确的定义，可以让任何爬取你网站的机器人非常清楚你的网站是关于什么的，以及它正在做什么。

越多越好，我们使用Framer时有很多限制，我们发现一些类型的模式很难实现。然而，我们已经尽力了，任何类型的模式都比没有好（只要它是准确的）

保持简单：

在任何合适的页面上添加相关模式
用FAQ数据标记你的着陆页，用文章数据标记你的博客文章。
准确估计你从搜索引擎获得的投资回报率谷歌很久以前就不再允许我们在Google Analytics中看到哪些关键词导致了转化，但这非常重要，要尽可能准确地了解情况。

许多人只会看报告，任何在“有机”或“搜索引擎”列下的东西，他们都会算作SEO转化。但那根本不是真的，它严重误导了你。根据跟踪的性质，用SEO无法区分品牌转化和非品牌转化。

我们能够做到的最接近的事情是使用一个自定义工具，但你也可以手动复制它

登录搜索控制台
选择你的时间段
导出每个查询的点击次数
移除所有品牌查询
去你的付费广告平台（最好是谷歌广告）并记下你的转化数据。
稍微降低转化百分比（因为付费通常比有机转化更好，因为你是基于很多其他定位指标出价的）
统计搜索控制台的所有点击次数
使用付费广告的转化百分比（稍微降低）
计算你从SEO获得的转化数量（不包括品牌）
乘以你客户的平均LTV

这比任何报告软件报告的任何东西都更接近现实，特别是如果你有很多品牌搜索，就像我们一样

付费广告

创始人会告诉我他们的营销策略和营销支出，有时我会震惊

许多人将把他们的整个投资的相当一部分花在谷歌/Meta广告上，最糟糕的是他们甚至没有以盈利的方式获得用户，这真的让我感到恶心

特别是在早期阶段，我真的不会在付费广告上花费任何钱，只有在一些社交媒体营销之后才花费

这是因为数据对于付费广告至关重要，你希望尽可能多的准确数据输入到广告平台

算法工作得很好，但它们需要数据来做出正确的决定，你可以从其他增长渠道获得这些数据，然后再开始付费广告

为什么在影响者营销和有机内容之后进行付费广告：

从影响者合作伙伴关系和有机短视频中，你将拥有一堆创意，你可以为付费广告工作/实验/重新工作
你可以在帖子的评论中获得宝贵的客户反馈（目标用户如何描述你的产品，他们将其与什么进行比较，他们喜欢/不喜欢你的产品的什么）这可以用于广告文案和定位
你可以使用你的社交媒体合作伙伴的数据，从第一天起就有更好地定位你的广告（哪些国家转化更好，每个国家的LTV是多少，哪些类型的用户是理想的市场对象等）
在早期阶段，你的预算将不够大，你无法在Meta上花费足够的钱，以获得基于购买转化的目标数据

我们只有在以下情况下才扩大付费广告：

PMF（产品市场契合度）
3x LTV到CAC（我们每从广告中赚取3美元，支付不到1美元）
短期回本期（我们在不到3个月内收回我们的资金）

最后，在你增加广告支出之前，特别注意整个用户旅程和着陆页面

如果你的着陆页面没有说服力+有效，它不仅会获得更少的转化，你还会为每次点击支付更多。在谷歌上，它提高了相关性得分，在Meta上，它提高了质量排名。另一个简单的胜利就是加快你页面的加载时间，这可以直接影响你的广告质量得分，并降低每次点击的成本

再次强调，不要在你的创业生命周期的后期之前做付费广告

它需要更大的预算，更多的数据，通常比其他你可以开始的渠道有更高的客户获取成本

我个人还认为这只是最无聊的增长渠道，所以不要剥夺自己弄清楚其他有趣渠道的乐趣哈哈

结论+最后提示：

每个层次都有一个新的魔鬼

随着你扩大付费广告，你的每次获取成本将继续上升

随着你扩大影响者营销，你实际上可能会为你的目标用户群体用完影响者

总有一些内容策略在你的社交媒体账户上停止工作，或者一个随机的谷歌更新威胁要搞砸你的排名

在每个扩展阶段，你都会遇到一系列问题，只能通过专业知识和专注来解决

扩展到500万美元ARR对于一个人来说太难了（除非你是Lisan Al Gaib的创业公司）

现在你已经读了整个指南，你可以选择从哪个增长渠道开始，把你的全部重量投入到它，直到你解决它，然后你可以移动到下一个

一旦你开始通过第一个增长渠道以盈利的方式获得用户，找到有人要么有技能接管，要么有人你可以训练接管

这是一个关键步骤

要达到500万美元ARR，你需要知道如何找到、雇佣和留住出色的人才

这可能是一个完整的帖子本身，因为招聘非常棘手，但我会说我对韧性+速度的偏见远远超过经验

我为什么在乎一个候选人有15年的数字营销经验？

我们的营销工作的一半与短视频内容有关，你只能在过去的3年里成为短视频（TikTok、Reels、YT Shorts）的专家

一个有TikTok脑腐的年轻营销人员，有很好的工作伦理，通常会比有很多假谷歌评论的“建立”数字营销机构表现得更好

今天，我们的整个营销团队只有3个人（包括我），没有他们，我不可能接近500万美元ARR

感谢我的增长团队由Justin和Luke组成，他们是他们所做的摇滚明星，并帮助充实了这篇文章中的许多策略

既然你已经读到了底部，我会告诉你一个最后的秘密

看看这条推文的右下角，数一数书签

有多少人会真正阅读这个？

10%？

然后有多少人会尝试实施我在这里写的一些策略？

10%的10%？

一年后，当这些营销策略帮助他们发现他们产品的深层缺陷时，还有多少人会继续尝试？

1%的那个？

这篇文章将被成千上万的人阅读，但最终只有你们中的一两个人会正确使用它

我希望你是我为这篇文章写的那一个人，我希望你也能经历一个类似的奇妙旅程

祝你好运！