Current plays
Our marketing strategy focuses on three core plays that align with our ICP and positioning. These plays are exhaustive. We're intentionally limiting our focus to these areas to maintain execution quality and avoid spreading ourselves thin.
This list represents our complete marketing focus as of now.
Our three marketing plays
SEO for long-term growth - Building organic visibility through strategic content targeting bottom-of-funnel keywords
Product-led inbound via social media - Generating awareness through announcements and building in public
Concierge Customer Success - Converting and retaining inbound leads through white-glove onboarding
Why these three plays?
Each play targets a different stage of our funnel while remaining sustainable for our team size:
SEO builds long-term compounding traffic from buyers actively searching for solutions
Social media creates top-of-funnel awareness with our target audience where they already spend time
Concierge CS ensures we convert and learn from early customers, feeding insights back into product and positioning
These plays complement our product-led growth motion, prospects can self-serve through our help center while high-intent leads get personalized support.
Current state and next steps
We're actively executing all three plays but at different maturity levels:
SEO has tactical workflows in place (3-5 articles/week, Ahrefs-driven) but lacks concrete measurement systems
Social media has no formalized SOP yet, we're posting organically without a systematized approach
Concierge CS is being delivered but workflows and CRM processes need documentation
Measurement is our biggest gap across all plays. We're currently not tracking concrete metrics, which we absolutely want to change in the near term.
Future plays we're considering
Once we've systematized our current three plays and built proper measurement infrastructure, we'll explore additional channels. These are NOT active today, we're staying focused on executing the core three plays first.
Potential future plays include:
Google Ads - Small test budget ($500-$1,000/month) targeting high-intent search terms. Blocked on: Attribution tracking via PostHog must be in place first.
Social media ads (X or LinkedIn) - Paid promotion to reach our ICP at scale. Blocked on: Same attribution requirements as Google Ads.
Product Hunt launch - Community-driven visibility boost and backlinks for SEO.
Cold outreach to early-stage startups - Automated outreach on Product Hunt, and fundraising platforms.
We'll only move into these plays after our core three are systematized with clear SOPs, measurements, and proven ROI. Staying focused now enables faster execution later.