LIVE from Web 2.0 NY Expo Wed - User Acquisition

User Acquisition

Kate Huyett from HowAboutWe.com

The ultimate question facing every new business is simply: How do we get users? In a landscape where what works this month doesn’t the next, where each solution is specific to a specific product (and integrated with the product), how do you decide what strategies to pursue?

HowAboutWe’s co-founders Aaron Schildkrout and Brian Schechter, and joined by their National Marketing Manager Kate Hueytt, will discuss how they’re focused on growing their user-base. The conversation will include case studies of what’s worked – and what hasn’t – for HowAboutWe, including paid acquisition, press and social, and offer some real-world advice from the trenches.

Organic

- Content

- Publisher Parnerships

- Press

Paid

- Search

- Facebook

- Display

- Affiliate

- Mobile

Blog

- Have 2 full time writers who blog and create content that is related. 

- Promotion of HowAboutWe on the side.

Publisher Partnerships

- Deals Closed: New York, Redeye, Alive, Current, Someecards, AV Artvoice, The Chive, etc.

- Press Coverage: strategies have evolved as they grown. Leveraging data with the press.

Paid Acquisition with various ads on various properties.

- Truly understand your target audience.

- Start with search.

- Focus your energy & budget on 1-2 channels at a time.

- Be prepared to cust losses quickly.

- Have a queue of potential advertising partners ready.

- Measure everything.