The Evolution of Marketing: Embracing Crazy and Out-of-the-Box Tactics for Success

In today's fast-paced and ever-changing business environment, traditional marketing methods are rapidly being replaced by innovative, out-of-the-box tactics. Gone are the days when businesses could rely solely on print ads, billboards, and TV commercials to capture the attention of their audience. Instead, modern marketing demands creativity, agility, and a willingness to try unconventional approaches.

The Decline of Traditional Marketing

Traditional marketing, characterized by its reliance on static and broad-reaching advertisements, has been losing its effectiveness. The digital age has ushered in an era where consumers are bombarded with countless messages daily, making it increasingly challenging for any single advertisement to stand out. Furthermore, traditional marketing often lacks the personalization and engagement that today's consumers crave.

The Rise of Crazy and Out-of-the-Box Marketing

Enter the era of crazy, unconventional, and out-of-the-box marketing tactics. These methods are not only capturing the attention of consumers but also driving significant growth for businesses willing to take risks and innovate. One such example is Joseph Lee, the founder of Supademo, whose unique approach to marketing has led his SaaS product to achieve remarkable success.

Doing Things That Don’t Scale

Joseph Lee’s journey with Supademo exemplifies the power of unconventional marketing. One of the key tactics he employed was doing things that don’t scale. This might sound counterintuitive in a world obsessed with scalability, but the reality is that personalized, high-touch efforts can create a strong foundation for growth.

For instance, Joseph and his team initially offered to create demos for potential customers manually. This hands-on approach not only provided immediate value but also helped them understand their customers' needs deeply. By investing time and effort into building relationships and providing personalized solutions, they were able to generate early traction and word-of-mouth referrals.

Leveraging Viral Loops

Another innovative tactic that has driven Supademo’s growth is the incorporation of viral loops. Viral loops are mechanisms built into a product that encourage users to share it with others, thereby driving organic growth. For Supademo, users create interactive product demos that they share with their customers and prospects. As these demos get shared, more people become aware of Supademo, leading to a continuous cycle of user acquisition.

This approach not only amplifies reach but also enhances credibility. When a product is recommended by a trusted source, it carries more weight than traditional advertisements. By embedding virality into the core product experience, Supademo has been able to achieve substantial growth with minimal marketing spend.

SEO and Content Marketing

While SEO and content marketing might not seem unconventional, the way Joseph Lee approached them certainly is. From day one, Supademo focused on creating high-quality, top-of-funnel content that addressed the needs and pain points of their target audience. Instead of producing generic articles, they invested in detailed, programmatic “how-to” guides and high-intent pages focused on commercial keywords.

This dual approach ensured that they attracted a broad audience through valuable content while also converting visitors into customers through targeted, intent-driven pages. By prioritizing SEO early on, Supademo was able to build a sustainable source of organic traffic that continues to drive growth.

Engineering as Marketing

One of the most innovative tactics employed by Joseph Lee is what he calls "engineering as marketing." This involves creating complementary free tools, known as sidecar products, to attract and engage potential customers. For example, Supademo developed Supascreenshot, a free tool for snapping and sharing beautiful screenshots. This tool not only provides value to users but also introduces them to the Supademo brand, driving qualified leads to the main product.

This strategy leverages the power of utility and convenience. By offering free tools that solve specific problems, Supademo creates positive brand associations and builds trust with potential customers. Additionally, these sidecar products serve as entry points into the broader Supademo ecosystem, facilitating seamless upselling and cross-selling opportunities.

Co-Marketing Partnerships

Collaborating with other startups through co-marketing partnerships is another unconventional tactic that has yielded impressive results for Supademo. By partnering with companies in similar industries, Supademo has been able to tap into new audiences and leverage the credibility of their partners.

For instance, Supademo’s co-marketing efforts with companies like Brikl, Journey, and Paage involved mutual promotion on platforms like LinkedIn. These collaborations not only increased visibility but also drove significant engagement and customer acquisition. By working together, these startups amplified their reach and created win-win situations that benefited all parties involved.

Reverse Trials and Freemium Models

The implementation of reverse trials and freemium models is yet another example of Supademo’s out-of-the-box thinking. Unlike traditional trials that offer limited features upfront, reverse trials give users access to all premium features from the start. After a set period, users can choose to upgrade to retain premium access or downgrade to a free tier.

This approach allows users to experience the full value of the product before making a purchasing decision. It eliminates the paradox of choice and helps potential customers understand how the product can benefit them, leading to higher conversion rates and customer satisfaction.

Learning to be a Jack of All Trades

Joseph Lee’s success with Supademo also highlights the importance of being a jack of all trades. In the early stages of a startup, founders often need to wear multiple hats and perform various roles to move the business forward. Joseph’s ability to contribute across growth, design, engineering, and sales enabled him to make informed decisions and drive progress without needing to hire specialists prematurely.

This mindset encourages continuous learning and experimentation. Rather than relying solely on books or courses, Joseph emphasizes learning by doing — running experiments, shipping them, and iterating on the results. This hands-on approach not only accelerates personal growth but also fosters a culture of innovation within the company.

Embracing Luck and Serendipity

While strategic planning and execution are crucial, Joseph Lee acknowledges that luck plays a significant role in entrepreneurial success. Recognizing and capitalizing on opportunities that arise unexpectedly can make all the difference. By staying open to serendipity and optimizing for learning and growth, founders can navigate the uncertainties of entrepreneurship more effectively.

Conclusion: The Future of Marketing

The landscape of marketing is evolving rapidly, and businesses must adapt to stay competitive. The success of Supademo and Joseph Lee’s unconventional tactics demonstrate that thinking outside the box and embracing crazy ideas can lead to remarkable growth. By focusing on personalized efforts, leveraging virality, investing in SEO, creating sidecar products, forming strategic partnerships, and being versatile, businesses can navigate the complexities of modern marketing and achieve sustainable success.

As we move forward, it’s clear that the future of marketing lies in innovation, creativity, and a willingness to take risks. By breaking away from traditional methods and exploring new avenues, businesses can connect with their audience in meaningful ways and build lasting legacies.

If you’re ready to revolutionize your marketing strategy and explore unconventional tactics, follow us on LinkedIn for more insights and success stories. Connect with me, Julio Pessan, on LinkedIn for personalized advice and updates on the latest trends in marketing.

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References:

• Fleischmann, J. (2024, June 4). SaaS growth tactics that grew a simple product to $40k MRR in 18 months. Indie Hackers.
• Lee, J. (2024). Founder of Supademo. Personal interview.