What Is Side Project Marketing?
Side project marketing uses a complementary product or service to attract new customers and generate leads for your main business. The aim is to convert them into loyal patrons of your primary business.
Implementing Side Project Marketing
Here’s a step-by-step guide to applying side project marketing to your SaaS platform:
- Identify Market Needs Start by analyzing your market to find out what your potential customers need. What are their pain points? Is there a simple product or service that could address these needs while aligning with your core business? For example, a career consulting service could offer free CV templates, showcasing their expertise while attracting new clients.
- Create a Simple and Valuable Product Once you’ve identified the right side project, make it straightforward and easy to use. This product should give customers a glimpse of what your primary business can offer while providing genuine value. A software company could create a free tool to help users manage tasks, drawing them into the main suite of software products.
- Promote the Side Project Promotion is crucial. Use social media platforms, content marketing, email campaigns, and collaborations with influencers to spread the word. The more engaging and shareable the side project, the more it can drive traffic to your main product.
- Utilize Data for Lead Qualification Collect data from users of your side project and use it to identify qualified leads for your primary business. Implementing this approach allows you to better understand your customers and tailor your marketing efforts to convert them into paying clients.
Case Study: Buffer’s Success with Side Project Marketing
An excellent example of this strategy in action is Buffer’s image-editing tool, Pablo. Buffer, a social media management platform, developed Pablo as a free tool to help users create engaging images for social media. This side project marketing strategy attracted millions of users, ultimately leading to increased growth for Buffer’s primary business. By demonstrating value through a free product, Buffer solidified its industry expertise and attracted a broader customer base.
A Real-World Example: Revamping SaaS Platform Strategy
As the digital communications lead at Spotify, Lucy Harris recounts her experience with revamping the marketing strategy for a SaaS platform using side project marketing. Faced with the challenge of attracting paying customers to a new platform while working within a limited budget, Harris decided to create a free product related to the company’s main service. By promoting the side project across various channels and engaging influencers, she attracted new leads and successfully upsold them to the main platform.
Conclusion
Side project marketing offers a creative and cost-effective way to attract new customers to your SaaS platform. By offering a valuable, complimentary product, you can generate qualified leads, increase brand visibility, and create a steady stream of engaged customers. This approach not only provides immediate benefits but also sets the stage for long-term growth and success.
