How I Growth Hacked Mint.com From 0 to 1,000,000 Users in 6 Month

Noah Kagan
17 May 202110:47

Summary

TLDRThe author recounts his experience joining Mint.com in the early days, putting together a marketing plan to acquire 100K users within 6 months of launch. Key strategies included: building a newsletter and community pre-launch, creating targeted content marketing, sponsoring niche personal finance sites, tracking everything. They got 1M users in 6 months by laser focusing efforts on their target customer - young professionals interested in personal finance.

Takeaways

  • 😀挖掘潜在客户需求对制定精准的市场定位至关重要
  • 📌定期发送电子邮件、建立博客站以及发布有价值内容可以吸引目标客户群和建立信任关系
  • 😌找准目标客户后,就可制定有针对性的内容策略并进行有效营销
  • 👍先确定客户群和渠道,再上线产品
  • 🤔优先赞助较小众的合作伙伴会获得更高的投资回报率
  • 😮制定可衡量的营销目标时间和基准
  • 😉对营销渠道进行持续追踪与评价以找到增强或停止的力度
  • 😏成功的营销需要坚持不懈,把时间和努力结合起来
  • 🤓首先获取客户而不是先开发产品或服务
  • 😎下载模板并制定自己的营销计划

Q & A

  • 曼特的创始人是谁?

    -曼特的创始人是Aaron Patzer。

  • 2009年曼特以多少钱卖给Intuit公司?

    -2009年曼特以近2亿美元的价格卖给Intuit公司。

  • 诺亚叔叔加入曼特时,公司处于什么阶段?

    -当诺亚叔叔加入曼特时,公司还处于早期阶段,没有产品,也没有客户。

Outlines

00:00

😊 讲述加入Mint.com初期团队制定市场计划的故事

第一段主要讲述了作者加入Mint.com初始团队,制定了一个6个月内吸引10万用户的市场营销计划,最终在6个月内吸引了100万用户的故事,以及将会在视频中分享当时使用的详细市场营销计划,供观众借鉴。

05:00

😊 分析Mint.com面临的两大挑战及确定目标用户的过程

第二段首先指出初始阶段Mint.com面临的两大挑战:1)不清楚目标客户是谁;2)只有一个不太稳定的原型产品。为了确定目标客户,他们通过访问咖啡店、访谈朋友等方式深入调查不同类型的人,提出了一系列问题以确定他们的理想个人理财工具的特征。通过这些调查,他们发现大多数人没有处理好自己的理财,而那些关心理财的人大多数是年轻有抱负的专业人士。这帮助他们确定了目标客户群体和市场营销计划。

10:01

🙂 在产品推出前通过邮件列表、内容营销等方式积累受众

第三段首先指出在产品上市之前,他们面临的挑战是没有产品。为了解决这个问题,他们通过建立邮件列表、内容营销和 sponsors 一些小众站点等方式积累受众和潜在用户。邮件列表可以帮助他们开始建立社区;内容营销则通过写博客文章吸引目标用户;sponsors 一些小众网站不仅可以直接带来注册用户,也能提高知名度和公信力。这些方式最终帮助他们在产品推出时吸引了大量用户。

Mindmap

Keywords

💡营销策划

营销策划指制定营销计划的过程,包括确定目标市场、定位、选择营销渠道等。视频讲述了Mint.com如何通过内容营销、邮件列表、赞助等方式做营销策划,在产品推出前夕就积累了大量用户。

💡目标用户

视频强调要明确目标用户,因为不同用户对金钱和理财的态度不一样。Mint.com 通过用户访谈,确定目标用户是有抱负的年轻专业人士和对个人理财感兴趣的人。

💡内容营销

内容营销指通过博客、视频等内容来吸引目标用户。Mint.com成立早期就开始在博客上发布个人理财内容,后来这些内容成为免费流量的主要来源。

💡邮件列表

在产品推出前通过邮件列表收集用户邮箱,保持联系。Mint.com发布每月理财技巧邮件,推出前邮件列表已有10万用户。

💡赞助

赞助指通过支付费用来获得曝光或推广。Mint.com 赞助个人理财博客文章,既获得用户也建立关系,这些博主后来在产品推出时提供了帮助。

💡营销渠道

营销渠道指用于推广和销售的平台,如社交媒体、搜索引擎、内容网站等。要选择目标用户活跃的营销渠道。

💡关联性营销

关联性营销指利用目标用户已有的偏好、兴趣点和活动场所进行营销。比如Mint.com选择个人理财博客作为营销渠道。

💡种子营销

种子营销指产品还未面市时通过内容、社区等吸引潜在用户。这为未来产品推广奠定基础。Mint.com文章、邮件列表等就是种子营销。

💡产品定位

产品定位指明确产品的目标用户和定位。Mint.com定位于有理财需求的年轻人,这决定了其营销定位和执行。

💡增长思维

增长思维指专注于产品和业务增长的思路。视频建议在开发产品之前,先关注用户增长和关系建立。

Highlights

2009年以近2亿美元出售Mint个人理财产品

制定了6个月内获得100,000用户的目标

最后一个月内获得了100万用户

确定目标用户和营销渠道至关重要

当没有产品时,构建关系和吸引关注

每周发布2篇博客文章,直到产品推出

赞助超级细分领域的网站和博主

最小化风险,最大化回报的营销渠道

产品推出前进行大量营销活动

制定明确的目标和时间表

直接与客户交谈了解他们的需求

确定客户活动的营销渠道

制定并跟踪你的营销计划

识别有效和无效的营销活动

模板可以下载使用

Transcripts

play00:00

you have probably heard of mint.com it

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is the number one personal finance

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tracker out there that sold into it for

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almost 200 million dollars in 2009. when

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i joined the company as employee number

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four

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we had no product and zero customers i

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put together a marketing plan with the

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goal of getting a hundred thousand users

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within

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six months of launch we ended up getting

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a million in this video i'm going to

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tell you the story of how we did that as

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well as share the exact marketing plan

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that we used

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so that you can copy it for your

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business by the way stick to the end

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where i show you exactly how to create

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your own marketing plan

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let's dive in after getting fired from

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facebook which is a story for another

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time i did a bunch of random

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gigs i worked in korea i did consulting

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for scanner.com but dave mcclure the

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founder of 500 startups invited me to

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come check out this product of an

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unknown company called

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my mint aaron patzer wanted to build a

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tool to help people manage their

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finances

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and he actually built a prototype by

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himself for the past six months i saw

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the product and i was

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blown away at the time i was blogging on

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okay dork about personal finance and i

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immediately saw

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that this could be huge think about it

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do you want more money yeah guess who

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else wants more money

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everybody and so i was excited also use

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it myself because it's something i

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was actively doing i said i want to be

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your director of marketing aaron

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he said you don't even know how to do

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marketing

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fair but i still wanted the job so

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instead of giving up i actually put

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together this marketing plan that we're

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going to be going through today you can

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see the original version hopefully on

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screen

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somewhere up here and i pitched it to

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aaron he was impressed i was hired on

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the spot and the rest

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is what you're seeing in this video so

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when aaron patzer hired me we were still

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a super early stage startup number one

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we didn't know exactly who our customer

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was number two

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we needed a product only a buggy

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prototype that aaron built by himself

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so challenge number one is figuring out

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who your or our customer was

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so having a marketing plan is great i

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can tell you exactly what to do but if

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you're marketing it to the wrong person

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no one's gonna be interested so people

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interested in personal finance might

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sound pretty specific but it's extremely

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broad

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males treat money differently than

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females families differently than

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someone that's had student debt

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so actually who the product could be for

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was really broad so to figure it out we

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interviewed a lot of different people so

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we met people at coffee shops we

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interviewed friends we interviewed

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people that we thought would be good

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fits here are some of the questions that

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we

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asked to figure out who our customer

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would be what's your current financial

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strategy what do you need the most help

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with

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when it comes to personal finance how

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would your ideal personal finance tool

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work very exciting very stimulating and

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some really fascinating things came out

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of this that helped direct how our

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marketing and product was targeted at

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first off most people don't do anything

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with their personal finances i don't

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know what you do but this actually

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shocked me second thing was that the

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people who did care about their finances

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were really young ambitious people

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who are already reading personal finance

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blogs they were already at the gym

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saying hey i want to be doing the stuff

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in personal finance

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teach me more i think what a lot of

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people do in marketing is doing

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correctly is that they're trying to

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change behavior

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hey come to the gym come to the gym now

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it's much easier to help people when

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they're already at the places you want

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doing all these customer interviews

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allowed us to build our product and

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create a marketing message targeting

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specifically these people

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so who are you targeting in your current

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business and the more narrow

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you're targeting the better think about

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any of the most gigantic companies

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facebook

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harvard students microsoft super

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targeted developers a lot of these

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companies we're super niche but for

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somehow every other person who's

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starting a business out there's like i'm

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going to go extremely broad

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good luck don't forget to like this

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video and subscribe to the channel if

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you want more videos from uncle noah

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so the specific takeaway from this

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marketing was two key things one we were

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going to target us yopos or young

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professionals we were calling them at

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the time

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as well as people hyper interested in

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personal finance what we realize from

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that is that the messaging

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is going to be targeting to these two

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groups of people as well as the

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marketing all marketing is at the end of

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the day is who

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and where and so now we're like all

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right we know it's going to be personal

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finance and young tech geeks let's go

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after those people challenge number dose

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we didn't even have a product one of the

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huge challenges for me as a marketer

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uh is for about a year there was nothing

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to even tell people to go use

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so what do you do when you don't have a

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product that exists and this is a common

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thing i've seen a lot of companies

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my engineers are taking too long i have

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to sell a prototype elon musk sold a

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model 3 a billion dollars worth without

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a car anyone actually even touched so

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what did i do to actually fix that

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problem

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my plan was to build a lot of hype and

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collect a lot of emails and

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relationships

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around people specifically targeted in

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the demographics i was talking about

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so here are some examples of what we did

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number one a newsletter and i'm still

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doing this today with appsumo.com we

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didn't have a product people could sign

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up for so we needed a way to start

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building the community and interactions

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so monthly newsletter was amazing

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there's a lot of services like

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sendfox.com maybe mailchimp.com and the

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ways that we're actually able to get

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that is we had a blog we did ads we did

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a website i'm gonna talk about that a

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little bit more

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we also sent a monthly financial tips

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newsletter to add value and stay in

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touch with people by the time we

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launched the tickers i believe we had

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over a hundred thousand people on our

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newsletter excited for when we finally

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came out

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i think a lot of times when you guys are

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building your business and trying new

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marketing it's like let me code code

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code make make me make

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is there any customers out here anybody

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anybody do it reverse get customers

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first

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and if you don't have a product start

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building relationships with either

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influencers or people you want to help

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promote

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or people you eventually want to be

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buying your product or service second

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way that we built up an audience without

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having a product is content marketing so

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mint was one of the pioneers of content

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marketing aka

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blogging before this was even a thing so

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we knew who our target customers were

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and we knew that they were on personal

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finance blogs so we figured why not

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build the

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number one place online for them to

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learn about personal financial advice

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and that's what we set out to do so i

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put together a content schedule with a

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bunch of articles i knew our target

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demographic would love

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so you can actually see our content

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calendar probably up here somewhere on

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the screen

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yeah so this is awesome so we knew

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exactly if you look at the categories on

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this thing you could see

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we were targeting money hacks and young

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professionals and we got through most of

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the articles that we thought would do

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really well of this

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to target that demographic there wasn't

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as much seo this was like a little bit

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over 10 years ago

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but the idea here is that once you know

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who your target customer is now you can

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start writing content specifically

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tailored for them

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one thing that i've used definitely over

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the years is look at the questions that

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these people email you or when you're

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talking to them they'll ask you a

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question

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write that down and that becomes content

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you can use on social media blogging

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or on youtube two pieces i want to

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highlight with the content marketing is

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number one is consistency and this is

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the part

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i always have to say it out loud for

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myself is that we posted two blog posts

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every single week until we launched one

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thing i was thinking about today with

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my friend andy beal was that success is

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hard work compounded by a long time and

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it's yes

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do something for a very long period of

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time and ideally keep improving and you

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will have success so focus on

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consistency in your marketing

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another thing that was really great aka

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i did last work is collaborations

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so i would go out to people and say hey

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we have a little bit of an audience we

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have a blog

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can i interview you or do you want to do

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a guest post for our blog they would

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give me all the information

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we would promote it they get some

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attention and then we would be able to

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build our audience from that so some of

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the results from this is that our blog

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became a huge driver if not the key

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driver

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of free traffic that was able to grow

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into the size that we were able to sell

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for almost 200 million dollars

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third thing we did before we even had a

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product is we sponsored super niche

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sites and this is something you could

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still do today

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in different mediums so one of the best

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powerful things to do as a marketer is

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to find

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underutilized or undervalued marketing

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channels facebook ads you ever heard of

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them yeah

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so is everyone else youtube ads oh wow

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guess what everyone knows about that at

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the time with mint i noticed that a lot

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of these blogs didn't have a lot of ads

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they didn't have a lot of sponsors

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so i would email them and my subject

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line was can i pay you a thousand

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dollars i ended up being able to meet

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and sponsor almost every single blog in

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personal finance now

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mostly people wouldn't even respond to

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me for a thousand dollars the results

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for this is we got a ton of micro

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sponsorships that paid a huge roi

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because they drove a lot of email

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signups and the other thing that's

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really interesting is that they built

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relationships so when you send someone

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money or you want to sponsor someone

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they'll probably take your calls and be

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your friend or be able to work with you

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in the future

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it also had a nice side effect this

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build up our credibility because we're

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associated with the personal finance

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blogger

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which is our targeted demographic guess

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what they're like oh that guy's legit or

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woman's legit

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mint.com is also legit too the thing

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about this is that it doesn't scale as

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well as facebook ads like facebook ads

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you just put in the money and then it

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goes up if you keep spending

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with this it's harder to do that but the

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roi meaning the amount you spend

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is way higher so one key thing that

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still applies today about this is

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sponsoring super targeted people that

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are not mainstream yet you get the best

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deals on this goes for tick-tockers

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youtubers

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instagramers twitterers even bloggers

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this day which is not as popular

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but the point i'm trying to make is that

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going out and sponsoring super giant

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ones yeah get a lot of attention it

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might be good but if you go to actually

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some of the up and comers you're gonna

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get amazing deals

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and you'll get the best roi that i've

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ever seen so as you can imagine we tried

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a lot of other marketing strategies but

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these are some of the top three that

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were the most effective so copy them

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start a newsletter and engage with your

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audience on a regular basis do content

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marketing it doesn't have to be on blogs

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it could be on different types of

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mediums youtube podcast

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ish instagram whatever that is and three

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go and actually find people to sponsor

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that are not as gonna be expensive as

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some of these main streamers

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one other kind of tiny quick tidbit that

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we did that i thought was really cool

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was we did this powered by mint badge

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so people could go sign up for me and

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say hey i want to find out about this

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product when it launches

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and if you wanted priority access you

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got a badge called powered by men or i

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want mint that you'd put on your site

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the cool thing is that people would

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start seeing it then they would want the

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mint badge as well

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as it gave us a lot of seo juice so

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these are the things that worked for us

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let me talk to you a little bit more and

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we'll break down a little bit more of

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the marketing in act 3 which is when we

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did the launch so in terms of the launch

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of the success we finally took all this

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audience we built all this traffic we

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built we launched a techcrunch 40 and we

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had over a million users within six

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months which is pretty much

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bonkers uh in terms of performance

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especially we did a lot of marketing

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before we ever had a product so one key

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thing to think about is

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whatever business you're in right now

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how can you start planting seeds for

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relationships and marketing

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even before you have the product it's

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way way better than trying to do it

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after the fact so act four how do you

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actually create your own marketing plan

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most importantly if you are watching

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this you probably have a business or you

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want to start a business

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leave a comment with what that is below

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i'm going to break down briefly how you

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can use the same strategies that i did

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to grow mint in your own business

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number one pick a specific goal and a

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time frame i learned this from mark

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zuckerberg i use it at mint i've used it

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at appsumo

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it works the reason mid marketing plan

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was successful is that when i was hired

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aaron said i need a hundred thousand

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signups within six months of launching

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very very specific time frame very

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specific objective so for you

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if you don't have a time frame there's

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no sense of urgency and there's no clear

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thing you're trying to accomplish so

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let's say you have a business and you're

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making a hundred dollars a month

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all you have to do is say hey by

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december 31st i want to make a thousand

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dollars a month now you can work

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backwards and say all right well each

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month

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i need to make this much money and break

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down how do i plan on getting it i would

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say that's probably the key thing to

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take away from the mint marketing plan

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number two

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go talk to your customers call me i miss

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you who is your customer

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what actual problem are you really

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solving for them what messaging should

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you use

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in your marketing use their language not

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yours and where are they hanging out

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online number three

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pick your marketing channel so now you

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have a goal you know who you're trying

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to target what are the different

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marketing channels you could think you

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could reach these people

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is it partnerships is it pr is it

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youtube is it podcast figuring out where

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your customers hang out and you can just

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ask them

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this is exactly then you have to go

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market in their parties so at min we

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were really successful because we

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identified

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two key customers and then we went to

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their marketing channels to their

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personal finance blogs

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to the ads that specifically targeted

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them number four map out and track your

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marketing plan so i know that sounds

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super generic but a lot of this time

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it's

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we over complicate these things or a lot

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of you what i've noticed is that you

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don't actually do any of the tracking

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you just kind of are like

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yeah i'm just going to wing it see how

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it goes i know mexico's south i'll just

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drive down

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so map out hey if i want to get to this

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target here are my expectations from

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these marketing channels

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and when you start implementing it one

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of the key things that again marketers

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as well as ourselves at appsumo don't do

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always perfectly is

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what channels are working that i can 10x

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and what channels are not working i have

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to kill

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if you're not killing some of your

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marketing activities you're probably

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doing too many things if you want to

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download the template of this marketing

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sheet i use for min i'll put that below

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in the description

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if you like this video check out the

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video where i walk you through exactly

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how we built and launched our own latest

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product tidycal.com

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within 20 days and don't forget to

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subscribe to the channel i'll see you

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out there and i love you

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