Throwing Spaghetti and Growth Models
February 2, 2022 by Kim Loomis, Product Owner @ Fathym
In this article, we discuss some of the growth strategies using digital marketing and search engine optimization (SEO) Fathym is employing to gain fast traction on user adoption.
“Growth is never by mere chance; it is the result of forces working together.”
James Cash Penney, American Businessman & Entrepreneur
We’re carb-loading these days.
The saying goes “throw spaghetti against the wall and see what sticks.” That sounds rather spontaneous and improvised and might lead to misdirection and disorganization. As Fathym moves to increase user adoption, we are anything but that regarding our growth strategies. We’ll throw the spaghetti, but we’ll do it with calculated intent.
1. First of all, the pasta is cooked. Sounds silly, but’s that important! Uncooked pasta is not going to stick to anything! We’re thinking through our strategies and making sure no detail, however small, is missed.
2. Note we’re being more generic; it’s pasta, not just spaghetti. Maybe the user likes vermicelli or angel hair. Similar for sure, but not the same. We’re going to figure out what the user wants and likes.
3. We’re moving fast and changing up the recipe frequently. The waiter is watching from the wings to take away and replace any dish that isn’t so appetizing. Is an advertisement not getting the clicks? We watch the analytics and swap it out for something that will be more palatable. Is a piece of content not in the right place to attract enough eyeballs? We move it to another forum. Did the social post not land as well as we wanted it to? We try again with a slightly different twist.
4. We’ve got a lot of pasta. We’re employing multiple growth models to ramp our user adoption quickly.
Most models follow a simple linear equation:
Marketing -> Visitors -> Interested Users ->
Paying Users -> Repeat Subscribers
These models utilize various factors to reach target users. Here are some examples:
Search Engine Optimization (SEO) helps you rank higher in search results and garner more visibility online, making potential customers more likely to click over to your site and convert.
Viral invitations are the act of users sending out invites from your site/application or sharing a link to it with the goal of recruiting others.
New customers that are acquired through paid ads help generate revenue that can be reinvested into more paid ads.
Traversing many avenues, Fathym is heavily in the mode of user adoption. We want users using our products, giving feedback, and creating value for their organizations.
