How to get your product to #1 on Product Hunt – with Andy Cabasso from Postaga | DMR #249

Full transcript:

David Bain
Digital Marketing Radio Episode 249, how to launch a new product and get to number one on Product Hunt.

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Digital Marketing Radio with David Bain.

David Bain
Hi, I’m David Bain. And this is Digital Marketing Radio with the show for in-house agency and entrepreneurial marketers who want to stay on top the latest tools, tactics and trends as shared by today’s modern marketing masters.

How do you launch your new product in tank? Do you run a big virtual summit partner with similar brands or spend big bucks on paid ads? Maybe you should consider a Product Hunt as part of your launch strategy. overlooked by many, this could be the product at launch linchpin that you’re looking for. My guest today has started grown and sold a digital agency. And his current startup went to number one for his launch day. And number two, for his launch week on a Product Hunt. He’s the founder of post tiger. Welcome to DMR. Andy Cabasso.

Hey, thanks for having me here.

Great to have you on board Andy. We can find Andy over at Postago.com. So, Andy, why Product Hunt?

Andy Cabasso
When we were looking to launch our product, we were kind of figuring out like, well, what’s the what’s the best way to go about and reach our target audience and we spoke with a bunch of different people about it. Fellow startup founders, other marketers, and we I’ve been subscribed to in following production for a long, long time. And one piece of advice that we had gotten was that the audience for product time is very smart, very tech focused. And also, there are like a lot of get a lot of digital marketing, industry people. And that was exactly who we were looking to connect with for our product launch. So that it kind of was like a no brainer for us that we wanted to reach this audience. And if we could do our launch, right, and if we could get visibility on it and get get in the top five for the day, then we’d be seen in the newsletter that comes out in the next day and reach another part of the audience that aren’t just on product on every day. And we help us get in front of people and get new users for just launched a product.

David Bain
So what types of products should be on Product Hunt? Are you just talking about tech products? Or is it right for other types of products as

Andy Cabasso
well, there, there’s a variety of things that you see on product on But typically, tech products do better. I mean, like, when the Tesla cybertruck was announced, it showed up on product time, I think it was like number one for the day, week and possibly month. They’re also like new apps or updates to app. So like when I think we actually went up against a new added feature for Facebook that came out the same day. But there’s, it’s a wide variety of stuff. Like a lot of the popular categories are related to like productivity, personal tools, and things like that. And software as well as other things. The number the number one thing for I think was the week that we did, ours was a virtual escape room game that looked really neat. But generally, a lot of this stuff does tend to have a tech focus that’s that’s the audience for the website.

David Bain
And how does it appear on there to begin with, do the product owners submit their own products doesn’t have to be featured or added from existing audience members.

Andy Cabasso
So it’s, I think there might be a big misconception about this. But anyone can post their own product or you can hunt other products. But in general, in general, if someone is hunting your product, who is like a Product Hunt user who wants to share your product, typically there is some coordination with the person who has created or built the product because it’s launching on product time is very much a strategy that people are using to launch their products and so there are like vibrant Facebook communities and proxim community itself with people who are like looking to launch their product and want to connect with a well known hunter someone who is very popular on the on the Product Hunt community and wants that clout of having them be the one to introduce their product to the to the world on product time. But we we launched our we launched it ourselves. We didn’t use a hunter from the community.

David Bain
So it Okay, well, I mean, you obviously did fairly successful my doing that I was gonna ask you, are you likely to be more successful by having someone who’s quite popular on the community doing the hunting on your behalf?

Andy Cabasso
So we were so before we did our product launch, we spoke with a lot of people I wanted, like we wanted to best reverse engineer Product Hunt to see what is the most successful? What increases our odds of success? In terms of like, what, what is our, our product listing page need? When do we need to launch? How do we need to send people like in our, in our existing audience to our product on page to vote for us and things like that. And so, in speaking to some people, there were some people who said that we should work with a hunter who, like one of the like, top hunter who has people who follow them, and this person could give some clout to your launch. But the other people kind of suggested to us that, well, there are some very prolific hunters who hunt many products every day. And if there are people who are subscribed to them, like at a certain point, it can just be noise, like if they’re if there’s someone who’s like one of the top hunters, who is hunting products for everybody, it’s not net, it might not necessarily be in their endorsement of the product. And although people who subscribe to that hunter might might see and get notification about the new this new launch of this product, there’s also a chance that it just doesn’t get noticed. But if you are doing the launch yourself, you have a you have a good deal more control over over the app or the aspects of it. And and we were Yeah. And so people gave us different recommendations, and we decided, let’s just do it ourselves.

David Bain
Okay, because I was thinking about a negative of doing it yourself could be that it may be perceived as just being self promotional when you’re not necessarily featuring a product because it’s the best products out there. It’s just because

Andy Cabasso
you’ve done it. Yeah. So I mean, there, I think to some degree, there is a perception that, and it was maybe more common in the earlier days of Product Hunt, that you want, someone who is a is well known in the community to hunt your product that will give clout and basically vouch for your product. But over time, I think it’s been clear that there are some top hunters who are very much collaborating with the like. Hopefully, if anyone’s launching on product on, they are not shocked and surprised that their product suddenly appears on Product Hunt. It’s not like the it’s not in my experience, it’s and what I’m seeing is it’s not so much of hunters scouring the web and finding great products and throwing them on product on it’s a lot of the products that get hunted are because people reach out to hunters specifically to ask them to hunt their product, or their hunting their own product, because they’re doing what we’re doing, which was a trying to launch their product to the world. And focusing on like this specific launch day and preparing for it. And having a strategies that on this day, you’re going to do this launch and try and get in front of as many people as possible. And you know, work the product launch as opposed to up Hey, look at this product. I just found this product. Everyone check it out. Now, I don’t think that really happens. So so much.

David Bain
Should it be a new product? Or can it be a product that’s already existed for three years, for example?

Andy Cabasso
Yeah, so I have friends that have, they just didn’t do a proper Product Hunt launch when they first created their product, but they but they recognise that Product Hunt can get you a new boost in users and customers. And so they might do a Product Hunt, launch to announce their product to the product and community even if it’s been out for a while or years or things like that. And sometimes you might have have your product that you’d launch on product on a while ago. But you’ve got some new features. So you want to make the new features your product on launch 2.0

David Bain
I’ve seen having a quick look in Product Hunt today. I’ve seen a few different types of products and services on there. I’ve even see a few and a few podcasts on there. It’s not something I’ve even considered beforehand. But should I launch Digital Marketing Radio on Product Hunt? Simply?

Andy Cabasso
Hell I’m curious what’s what is up there today. But from like what I would recommend so I gather, like most most of the things that that seem to rank well are apps and free free things guides. People curating other helpful resources for people, stuff like that. But yeah, it’s it’s a variety of stuff but if you if you have a good Hook of why the audience should care about your product, then that’s a go for it.

David Bain
So you’ve obviously done a lot of research done a lot of work to actually figure out what work you had to do all the planning you had to do in order to get to number one or, or as high as possible, and Product Hunt. So what are a few steps that you went through that you would recommend someone else to go through to try and replicate your success? Sure.

Andy Cabasso
So first, I would block out a good amount of time, before even just before the Product Hunt launch, weeks, or a month before we had been preparing for our launch for I think we spent my co founder and I really spent like, a full two weeks before the launch, getting every all our ducks in a row and all our assets together and things like that. But we were planning on doing a product launch for months before that. But I definitely would say like it was it, there were two weeks of work that work that we really put into making sure the launch would be a success, because we recognise that if we did it right, if we could be in the top five for the day, that would get us in front of a lot of people. So we wanted to make sure like that we could do everything in our power to make that happen. So planning ahead is important. But like you may not like you might want to know what specifically though, specifically, what what should you do. So a few examples of things. Like look at sold, if you look at the listings and product on on the cover page, on the main the main page, you’ll see there’s like a listing with each company name a tagline. And like an icon image or GIF. If you can make a GIF that is more eye catching. We actually had several weeks, we kind of ended up scrambling last minute because we had a gift that was like related to our product, it was text that like flashed, like build more backlinks get more traffic. And the moderators took that down at about like 11am our time and change it to just a static image. And we were noticing that our like upvotes and position was going down. We’re like, Oh, no, what just happened. And so then we saw it. And we quickly created another GIF that was less flashy, and submitted it and got approval, and then that definitely seem to have an impact. So having a having, like a good icon GIF that stands out is helpful. Having a tagline like we I come from a marketing background, making sure you have a tagline that is that in spite, like kind of is like a good email subject line that like tells a bit about what’s inside but also inspires curiosity and makes people want to see what’s in here, what’s more about it makes them want to check it out. That’s can definitely help. They’re in terms of like on your actual product on page, you can have a video you can have images, and then there is your Thanks for checking us out message that the maker usually posts. And so for the video, we we created like a one minute video that was a bit of like a teaser that wasn’t just like a product demo, but like it was styled. I’ve had music it had text, it, it was a quick taste of what our product does. And what it could do for the visitor to make them want to really check it out. And then beyond that the like the images, for example, we didn’t just throw up screenshots because a screenshot without context doesn’t really help and doesn’t make people understand what it is that your product does. So instead of just doing stills screenshots of our product, we had like annotated images, so there’d be like a partial screenshot, but with text around like the border on the sides to like, really explain what you’re seeing here. Like you could use PowerPoint, or you could use, like Google Slides, for example, to just take a screenshot and then put text around it to explain what the image is something as basic as that. But that definitely helped us as well. And in terms of like where we came up with all of this, we spent a lot of time looking at other products in our space and other products that hadn’t been number one for the day, week and month to see what commonalities were there, what things did they do differently? And if we could like make if we made a list, what things did we see that they had that made them stand out? And that became part of our launch strategy.

David Bain
So I think you’ve offered a lot of great advice there with regards to the positioning of a product on Product Hunt. What about in Traffic, I would imagine that driving a lot of people to be aware of your product as soon as available is quite key. Do you get? Is it possible to control traffic from the platform? Can you promote your lunch on the platform? Do you you mentioned Facebook groups there as well? Do you actually try and drive traffic from product hunter fans on Facebook groups? Do you drive traffic from any other paid campaigns, any other places?

Andy Cabasso
Everything. Some people do do paid search campaigns and things like that we did not. So I can’t speak to that, unfortunately. But for but basically, at 12am pacific time, is when the Product Hunt board refreshes for the day. And anyone can and post their app for a product or whatever for the neck, the days launch launches are and they will show up in the Product Hunt board for that day. And like the first few hours are a little bit anarchie. In that, like everyone’s trying to jockey for position. And in the earliest hours, you want to get as many upvotes as possible, because after the first few hours, Product Hunt then ranks products on their homepage by the most popular. And if you go to

David Bain
Clara, how does it define popular? Is that is that the number of vote up votes?

Andy Cabasso
Yes. So like so for example? Yeah, like the first thing at the top will typically be the thing that has the most well, will be the thing that has the most up votes. And so as soon as you launch, you want to be sending as many people in your audience to up vote you as possible. Now, you may your audiences may be all over the world and not awake at 12am pacific time, especially if you’re in the East Coast, like the United States like we were. But I was up at 3am when we were like, I didn’t need to be like it. You can set your launch day in time. But 12pm pacific time, is it probably best? Yeah. That’s when that’s when the board wipes clean and starts fresh. And in the first few hours. producthunt does not set the set the scoreboard really for what what’s the most popular? What are the most popular apps of the day?

David Bain
But okay, so it’s probably best if you’re based in the UK, because that’s ACM in the UK, then you can have a clear run.

Andy Cabasso
Yeah. And so yeah, but after a few hours, then well, part of the challenge becomes their cert, like the top apps will all appear in order from most votes to least votes. And the ones that it’s kind of like, like, if you think about like a search engine, like the things that the top tend to get the most clicks and will propel themselves. And so the items like that are toward like in the top five of the day, like when the rankings come out. And over the course of the day, they will tend to get more views and eyeballs because they’re already prominent on the homepage. And people are going to be less likely to scroll down and down to click the show more products button to see what else is there. So as like so as soon as those rankings come out early in the day, you want to be sure that you’re you have some visibility there. So promoting to your audiences as early as possible, is definitely definitely key there.

David Bain
Great. So a couple of very quick questions, actually, in relation to product hands. Firstly, can it bring long term value to your business as well? Or is it just primarily the launch week that you get the most value from it? And then secondly, how do you integrate this with other forms of marketing?

Andy Cabasso
So we were very busy. So we, my co founder and I the first like the first 72 hours, I’d say from when we did our product launch, we’re extremely busy, we got a tonne of signups weep over the course of that that week we got over I’d say over 1000 users for our product which was crazy and we were like praying that nothing in our systems would collapse and be able to handle all of that right? Because we had never stressed the system that much but so we we got a lot of like support inquiries in the in the first few days and a lot of really your people to check it out. And so we had to make sure that we had the time to get to all of that, because we knew that in a week, that huge surge in traffic would decrease. And it did. But even so that, like, after that peak, and after it slowed down, we still notice that, from like, our baseline of track of website traffic was still was still much higher than it was before our Product Hunt launch. And then Aside from that, there were like other benefits that we didn’t expect that would come out of it. Like, for example, a bunch of investors reached out to us wanting to invest in our product. People reached out about partnerships, and we got a lot of really great early user feedback on recommendations on the direction of the product and getting so many people at once to give us that feedback, it would have taken us, if we didn’t do it, the product launch, we would have taken a lot more time to really figure that out.

David Bain
Super. Okay. Well, this is another discussion that can go on for hours, I’m sure but so let’s segue to part two of our discussion. So it’s now time for Andy starts in the state of digital marketing today. So starting off with SECRET SOFTWARE, so Andy share a lesser-known martech tool that’s bringing you a lot of value at the moment and why that tools important for you. Do I Do I go self promotional here, when I go both when I go?

Andy Cabasso
Alright, so I mean, first, I would recommend a tool that I use every day, which is post Agha, which is a tool that helps with cold outreach for link building and digital PR. It For example, it helps me connect with bloggers who might be able to do write ups and reviews about my product. It also helps me find and connect with podcast hosts to pitch them to have me on as a guest, which has been working pretty well for me. And aside from that, we have tools that help with link building to help you help your content rank better. But aside from that, there are a few tools that I’m using. Also using every day. One is savvy Cal, which is a calendly competitor. But one thing that I like about it in particular is that it lets users overlay their own schedules on top of the calendar selection options to find available time slot. So instead of, you know putting that burden on the user to see, Alright, here’s their schedule, let’s see what times work for my calendar. Basically, you can connect your calendar and see where there’s overlap of available time. And it’s been great. So far, I’ve really liked that product a lot. And the another one is chat, Leo, which is a live chat software that connects into slack. And so you might be wondering, well, there are tonnes of live chat apps. You’re just telling me things like what’s the point of this but the reason I like chat Leo is that it integrates very directly into slack so instead of me needing another app to have on every day all day whenever I’m on like our live chat app, I just get notifications in slack and I can respond to our our website and app questions from my from my slack account either on my desktop or on my phone if I want to as well. And that’s been real handy. I’ve I’ve really wanted this feature and I’ve we’ve looked at a few different apps but so far chat Leo has been the best for

David Bain
super well they’re nice easy websites to discover it’s just the the brand name savvy co.com and chat leo.com as well and obviously post aiga.com as well. How did you come up with an input

Andy Cabasso
stagger? I don’t know if I want to divulge that on on a podcast so this is a little mystery I guess. So I’m gonna tell you though and for you and all the audience so it is me Okay, just you or everyone else hit hit pause or fast forward 15 seconds so it is a it’s a video game reference actually to the Final Fantasy series and basically we combined one of getting real nerdy here one of like the like the the magic spells combining it with post for like related to like post Agha doing promotion for a blog post. So doing magic for blog post promotion, it was is the the theme basically,

David Bain
was the domain name pustaka.com available or did you have to buy them

Andy Cabasso
so it was funny enough no one else had purchased the domain name for saga. I i’ve joked elsewhere that like like why post saga and I’m like it’s the only domain name that wasn’t taken.

David Bain
It’s a good way to do it as well. And if you can get some the.com and ideally the trademark as well than that, that’s a good way to do it. Certainly. Okay, well, let’s move on to NEXT ON THE LIST. So what’s one marketing activity or tool that you haven’t tried yet, but you want to test him?

Andy Cabasso
So? Well, I mean, this is this is pretty basic. And I, I just over the years, I’ve not had a whole lot of success with it, which would be like paid social ads. I’ve tried paid social in other businesses in the past and had different levels of success. But definitely, it’s something that I’m considering for my business. But I know that in more recent years, you know, as things get more popular and competitive, things have diminishing returns. And it’s, it’s very much on my to do list. But you know, we need to, I want to optimise every other part of our flows first to make sure that we get the highest possible return on investment from from these campaigns.

David Bain
Yeah, I think the frustrating thing about social ads is it seems to be very difficult to predict the success that you’re going to have from different ads, because I’m posted ads for myself for clients before and from a little ad not spend too much money. I’ve had 1000s of click throughs to a website. And then a very similar ad that was posted. The next week hardly had any. And it’s very difficult to determine exactly what what the what the difference was.

Andy Cabasso
Sure. And then every channel is different, right? Like if you’re doing Google display ads versus Facebook ads versus LinkedIn ads, if anyone out there in your audience has found like the secret for LinkedIn ads in particular, I’m really curious, because I have, I have spoken with a lot of marketers, and I’ve not spoken with anyone who says, I figured it out, I figured out how to make LinkedIn ads work because they’ve typically been very pricey, although like you can target very well in terms of your audience. But in terms of getting those clicks and that ROI there. I know that it’s a challenge.

David Bain
Well, okay, there is Digital Marketing Radio Episode 225 with AJ Wilcox, AJ Wilcox is certainly a LinkedIn ads experts making. It can be it can be extremely challenging, certainly, as well. So it’s, it’s difficult. I just had Brad Smith importable. Talk a little bit about some LinkedIn advertising and viral B2B content as well. But but but but as you say, every single platform is different. And you have to use it differently, then you have to think about things like tracking visitors and what you can do nowadays versus what you used to be able to do and whether you want to use one network platform for retargeting, one for discovery, one for a multi step social approach. So you can’t do everything alone. So I think you really do have to master them one by one, don’t you? Right? Okay, yeah. Let’s move on to the this or that route. So this is a quick response round 10 quick questions. Just 2 rules here. Try not to think about the answer too much. I only like to say the word both on one occasion, so use it wisely. Are you ready? Oh, I can only say both on one occasion. You can indeed Yes. Okay, there we go. Tick Tock or Twitter, Twitter, Facebook or LinkedIn. I want to see both to this one, Facebook, YouTube or podcast, podcast, traffic or leads. Both paid search or SEO, SEO, ads or influencers? ads, Google ads or Facebook ads. Google ads, email marketing or chat marketing, email marketing, more tech stack or on one platform. More tech stack one to one or scale? One to one? No problem. The one that probably I didn’t predict was using Facebook rather than LinkedIn because we just had a conversation about LinkedIn. And you obviously said about not being able to master baby social ads yet. Why do you choose Facebook because I’m more comfortable with

Andy Cabasso
it. I like all of these things that you threw at me are all things I’m very interested in some things I have more experience with than others. And that’s like, I definitely probably spoke to my comfort more than anything else. Like I love being on podcasts. But I’m also trying to make YouTube work as a channel for us. One to One versus scale. As an early stage company, we’re especially focusing on one to one But you know, scale is important for the long term, obviously, and all in one versus marketing stack. That was also a tough one, because I have a tool that is an all in one. But I owe the end, and I think is amazing and everyone should have and using their marketing Arsenal, but I also have a marketing stack in other areas. So like, for example, I know there, there are lots of marketing automation all in ones. And I personally have not had the most luck with those. And so I’ve cobbled together solutions, where I have not found the best all in one solution. I would love an all in one solution in like marketing automation that makes me as happy as my software helps. Makes me happy for an all in one for outreach.

David Bain
It’s a tricky one. I think different marketers are drawn to different ways of doing things. My natural instinct is to be concerned if I’m just using the one platform, whether I’m actually using the best platform for everything.

Andy Cabasso
Yeah, exactly. I love a situation where I can tie things together with integrations, in particular, if there isn’t something native or, you know, Zapier when possible. But best case scenario, I would love an all on one that could do everything that I’ve been looking for, but there are a lot of all in ones that missed that one thing that I need, you know,

David Bain
yeah, absolutely. What is full marketing, that was Episode 234, of DMR, with MayKing Tsang. Anyway, let’s move on to the $10,000 question, if I was to give you $10,000, or I should say, if I were to give you $10,000, and make it not definitive, and you had to spend over the next few days in a single thing to grow your business, what would you spend it on? And how would you measure success?

Andy Cabasso
I would focus on content, that would be the thing that I would, would see probably the best use out of, I would, I would, I would pay content writers and research people to, if I was starting to and had 10,000, to spend on marketing, and I had all of the tools and software and things that I needed, I would definitely focus on content in terms of I would do keyword research to see what are what are topics related to my industry that are not so competitive, that I could be able to rank for it if I created some really good content, and then either myself or I’d or I’d bring on content writers who are skilled in this to create really good content that is going to be able to rank well in search, and then and then promote that content.

David Bain
So you just focus on written form, you wouldn’t use audio or video, and where would you publish that on your own website.

Andy Cabasso
So the written content I would publish on my site. This is because this is an area that I am very familiar with. And I I know that like alright, if you gave me 10 grand to spend, I’m very comfortable that if I invested in content, that it would pay dividends, I would very much love to master audio and video channels, especially like something like like YouTube as a channel and something that I’ve been working working on and trying to build up our YouTube channel as well. But if you were to give me $10,000 I don’t know that that would have today the biggest return on investment as opposed to concept

David Bain
grants or Okay, well, to finish off let’s shift the focus to someone else who deserves it. So that is a MAGICAL MARKETER. So there’s nothing coming marketer that you’d like to give a shout out to. What can we learn from them and where can we find them?

Andy Cabasso
Sure. So I have two people in mind. The first is Diana Mayfield, it’s her name is spelled da da na Mayfield and she is a really good she’s really good at Digital PR and SAS copywriting for B2B SaaS businesses. I strongly recommend checking her out or website is her name Diana mayfield.com. She Yeah, she’s really good with SAS copywriting, but also very, very skilled with with digital PR and cold outreach. She has a course also where she’ll teach your team to do outreach. And she has really, really an amazing approach and pitch. And one of the challenges when you’re doing outreach in particular is having the right copy and having the right pitch because so many people get cold outreach all the time. Like, I’m sure you’ve seen like those generic emails, spam emails that are like, hey, website, I would I loved your content and would love it if you would link to my content that doesn’t. No one’s gonna get excited about that. So having a really good unique pitch is important. And Diana has a great pitch and also has a community and shares her knowledge that that’s really great. The next person that I would recommend also recommend checking out his or her name is Belle de Lorenzo. And she’s working with a variety of companies, including one called startup sauce. And she is probably the most skilled person I’ve encountered when it comes to doing cold outreach for for digital PR for link building. Your we trade stories a lot on the outreach campaigns that we run. And she puts me to shame. I always excited to learn from her and I would recommend checking her out as well.

David Bain
Super stuff. Thank you very much, Andy. So this was Episode 249, of Digital Marketing Radio where Andy cusabo from postigo shared some great tips on Product Hunt to begin with, talking about talking with experienced product hunters to begin with before you do your launch to make sure that everything is spot on. And you get your strategy right for your launch tips like sharing a GIF and sharing a video as part of your product page as well. And the fact that the Products page actually refresh at 12pm pacific time every day. So that’s the time that you should consider your lunches. We talked about SECRET SOFTWARE or your SECRET SOFTWARE Andy was poststagged and Sadie cow and also chats Lille, we’re going to have links to all of those in the show notes at Digital Marketing radio.com your NEXT ON THE LIST was paid social ads given that a little bit of a goal but of course, we can’t give everything a go at the same time. So it’s probably best deferring in that in the meantime. And then lastly your to MAGICAL MARKETER is to share with us Diana meal Mayfield and Belle de Lorenzo. Again, I’ll make sure that the links to them are included in the show notes at Digital Marketing radio.com Andy, what’s the best social platform for someone to follow you and say Hi,

Andy Cabasso
I’m so I’m pretty easy to find. You can find me everywhere. I don’t think there are any other Andy or Andrew bosses out there. So you search for my name. You’ll find me I’m on Twitter at Andy capasso LinkedIn on Andrew cabal SEO, I guess it sounds more professional. Facebook also Andy capasso and I have a Facebook group specifically dedicated to outreach in digital marketing and SEO that’s called grow together SEO Super stuff.

David Bain
I’ve been your host David Bain. You can also find me producing podcasts and video shows for B2B brands over at Casting cred.com until we meet again, stay hungry, stay foolish and stay subscribed. Aloha

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