(It really matters who your customer is, so keep in mind that the below advice only applies to SaaS tools used by knowledge workers.)
Earned media is still underrated. Getting tech press attention works especially well for collaboration apps. Earned media surfaces your product to your exact target users when they’re in a frame of mind to check out something new – they’re literally looking for new tech and news about tech.
Also keep in mind that tech journalists are knowledge workers too. Get them on your side early and thoughtfully, which starts by reading their work, following them on Twitter, and understanding what they care about. If relevant, build the product with them in mind as important early adopters and invite them to your beta. A handful of real relationships are much better than emailing dozens of reporters when you’ve decided you want to do a PR launch.
In a similar vein, getting the popular kids to use your product is also underrated, though maybe not for long. Approach other founders, CEOs, visible operators, and angel investors about giving you feedback, and maybe investing in your company. Get access to their teams and get their logos on your website.
This question is part of an AMA with Merci Victoria Grace.View entire AMA with Merci Victoria Grace.
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