A few years ago, I worked on a product called Kloudsec. It is a content distribution network (CDN) not unlike Cloudflare. And it was a great product. Oh, the product is also dead – because I got way too many users.
How do you even begin marketing a niche product that caters to website owners that do not even know that they need it? After many years of experience, I have a few tricks up my sleeve.
I will talk about the trick I did with Kloudsec and how we got to 1400 website owners using Kloudsec in the first month of our launch.
This strategy is simple – that is to talk to your target market. Let's break that down into steps:
Step 1: Know your customer
Kloudsec is a product does two things very well:
- It makes your website load super fast
- It provisions your site with a HTTPS certificate (so you get a green colored lock on your address bar)
But to use Kloudsec, our customer has to do one thing: He/she has to know how to switch the IP address of your domain name. For example, switch nubela.co to point to the 1.2.3.4 IP address.
So the ideal customer for Kloudsec has to be technically savvy.
Step 2: Which choke point do they hang out?
You don't have to find a community that contains ALL of them. But the larger the group, the better. This choke point has to have a certain quality:
- You need to be able to send messages to individuals
- You need to be able to list these users who are your perfect customer