Can\u2019t make the jump from innovators to early adopters<\/span> \u2013 usually because no usage cases are articulated to provide benefits for the bigger group. (See also Positioning above.)<\/li>\n<\/ul>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”6vh||0px||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”|20px|||false|false” border_color_left=”#ff6317″]<\/p>\n
2. Tactical steps<\/h2>\n
Now that you developed the perfect strategy, how do you actually bring clients on board? Let\u2019s touch into Ellis & Brown\u2019s Hacking growth framework:[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”4vh||0px||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”|20px|||false|false” border_color_left=”#ff6317″]<\/p>\n
Targets<\/strong>: the starting point is to understand where you need to focus \u2013 i.e., what are the most important metrics for your customer acquisition. One way to do it is to determine your digital product\u2019s \u201cgrowth equation\u201d.<\/p>\nFor Amazon, for example, this equation can look like this:<\/p>\n
Vertical expansion
\nx Product inventory per vertical
\nx Traffic per product page
\nx Conversion to purchase
\nx Average purchase value
\nx Repeat purchase behaviour<\/span>
\n= Revenue growth<\/p>\nIn some cases (such as Amazon), this can get pretty complex \u2013 but working on each item of the equation should improve the total. However, for most products \/ market categories \/ business models, better results can come from focusing on a single \/ few key metric(s) \u2013 say, \u201cproduct inventory\u201d, or \u201ctraffic per product page\u201d.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”4vh||0px||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”|20px|||false|false” border_color_left=”#ff6317″]<\/p>\n
Channel fit<\/strong>: there are also many tools and places to reach potential clients, and they can range from paid, to \u201corganic\u201d, to \u201cviral\u201d.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ _module_preset=”default” custom_margin=”30px||||false|false”]Channel categories:<\/span>[\/et_pb_text][et_pb_gallery gallery_ids=”7374″ fullwidth=”on” hover_icon=”%%186%%” _builder_version=”4.7.7″ _module_preset=”default” max_width=”65%” module_alignment=”left”][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ _module_preset=”default” custom_margin=”30px||||false|false”]Leading types of content marketing:<\/span>[\/et_pb_text][et_pb_gallery gallery_ids=”7376″ fullwidth=”on” hover_icon=”%%186%%” _builder_version=”4.7.7″ _module_preset=”default” max_width=”65%” module_alignment=”left”][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” _builder_version=”4.7.7″ custom_margin=”||||false|false” custom_padding=”20px||0px||false|true” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”|20px|||false|false” border_color_left=”#ff6317″]<\/p>\nEach problem has a solution<\/strong>: depending on the problem at hand, try experimenting with the most appropriate channel(s), for example:<\/p>\n\n- Do people search online for solutions? (Google etc.) \u2192 Search Engine Optimisation (SEO) or Marketing (SEM)<\/li>\n
- Do existing users share your product? (word of mouth) \u2192 Virality or referral programs<\/li>\n
- Is the overall experience improved by having more users? \u2192 Virality<\/li>\n
- Do the potential clients already use a different platform? \u2192 Integrations and partnerships<\/li>\n
- Do they have a high lifetime value? \u2192 Paid acquisition<\/li>\n<\/ul>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=”on” _builder_version=”4.4.6″ custom_margin=”||||false|false” custom_padding=”6vh||||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.1″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_left=”#ff6317″]<\/p>\n
Conclusion<\/h2>\n
It is so important, that we need to state it twice: Just having a great digital product\/solution is not enough. You will need to take active steps when it comes to:<\/p>\n
\n- positioning (setting yourself against the market \/ category),<\/li>\n
- understanding the potential clients and their importance along the technology adoption life cycle,<\/li>\n
- adopting the appropriate tactics (e.g., channels, content) to help you get traction.<\/li>\n<\/ul>\n
The bad news? Especially with innovative digital products\/solutions, probably no one went to market before, so there are no clear guidelines.<\/p>\n
The good news? Probably no one went to market before, so the clients don\u2019t expect much, and you have a lot of freeway to experiment.<\/p>\n
Good luck, and godspeed!<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.1″ custom_padding=”|||0px||” locked=”off”][et_pb_row use_custom_gutter=”on” gutter_width=”3″ admin_label=”\uff3f” _builder_version=”4.4.6″ custom_margin=”||||false|false” custom_padding=”4vh||8vh||false|false” border_color_left=”rgba(0,0,0,0)”][et_pb_column type=”4_4″ _builder_version=”4.4.6″][et_pb_text _builder_version=”4.7.7″ text_font=”||||||||” text_font_size=”1.1em” text_line_height=”1.6em” quote_font=”|700|||||||” quote_text_align=”left” quote_font_size=”16px” header_2_text_color=”#ff6317″ header_2_font_size=”1.5em” header_2_line_height=”0.9em” header_3_font_size=”23px” header_4_font=”||||||||” header_4_font_size=”16px” header_4_line_height=”1.5em” header_5_font_size=”14px” custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_left=”#ff6317″]<\/p>\n
\uff3f<\/h2>\n
Feel like sharing your own digitalisation experiences? Please get in touch<\/a>!<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22″ background_color=”#eeeeee” custom_padding=”50px||50px||false|false” border_color_top=”#ff6317″ global_module=”1642″][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.4.1″ custom_padding=”0px|||||” locked=”off”][et_pb_column type=”1_3″ _builder_version=”4.4.1″][et_pb_social_media_follow _builder_version=”4.4.4″ text_orientation=”left”][et_pb_social_media_follow_network social_network=”linkedin” url=”https:\/\/www.linkedin.com\/company\/berg-computers-srl\/” _builder_version=”4.4.4″ background_color=”#007bb6″ follow_button=”off” url_new_window=”on”]linkedin[\/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=”twitter” url=”https:\/\/twitter.com\/berg_software” _builder_version=”4.4.4″ background_color=”#00aced” follow_button=”off” url_new_window=”on”]twitter[\/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=”facebook” url=”https:\/\/www.facebook.com\/bergCOMPUTERS” _builder_version=”4.4.4″ background_color=”#3b5998″ follow_button=”off” url_new_window=”on”]facebook[\/et_pb_social_media_follow_network][et_pb_social_media_follow_network social_network=”instagram” url=”https:\/\/www.instagram.com\/berg_software\/” _builder_version=”4.4.4″ background_color=”#ea2c59″ follow_button=”off” url_new_window=”on”]instagram[\/et_pb_social_media_follow_network][\/et_pb_social_media_follow][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.4.1″][et_pb_post_nav in_same_term=”on” show_next=”off” _builder_version=”4.4.1″ title_text_color=”#ff6317″ custom_padding=”|25px|||false|false”][\/et_pb_post_nav][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.4.1″][et_pb_post_nav in_same_term=”on” show_prev=”off” _builder_version=”4.4.1″ title_text_color=”#ff6317″ custom_padding=”|||25px|false|false”][\/et_pb_post_nav][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”CONTACT” _builder_version=”4.4.1″ background_color=”#d2d2d2″ custom_padding=”75px||75px||false|false” global_module=”1544″][et_pb_row column_structure=”1_4,3_4″ admin_label=”Service Section Title” _builder_version=”4.4.1″ custom_padding=”||25px||false|false” animation_direction=”top” locked=”off”][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.4.1″ text_font=”|300|||||||” text_text_color=”#ffffff” text_line_height=”1.1em” header_5_font=”|600|||||||” header_5_text_color=”#ffffff” header_5_font_size=”14px” header_5_line_height=”1.5em” custom_margin=”||||false|false”]29 years in business | 2700 software projects | 760 clients | 24 countries<\/p>\n
We turn ideas into software. What is yours?<\/h5>\n
[\/et_pb_text][et_pb_text admin_label=”Title” _builder_version=”4.4.6″ header_text_align=”center” header_2_font=”|300|||||||” header_2_text_align=”left” header_2_text_color=”#ff6317″ header_2_font_size=”50px” header_2_line_height=”0.9em” custom_margin=”||||false|false” custom_padding=”25px||25px||false|false”]<\/p>\n
Get in touch<\/h2>\n
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Go to market \u2013 Digitalisation series (4\/5) | Berg Software<\/title>\n<meta name=\"description\" content=\"How do you go to market with a digital product? We touch into several strategical points and tactical steps.\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.berg-software.com\/en\/how-digitalisation-starts-the-spark\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Go to market \u2013 Digitalisation series (4\/5) | Berg Software\" \/>\n<meta property=\"og:description\" content=\"How do you go to market with a digital product? 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