Готовлюсь к выходу на американский рынок и мучаюсь этим вопросом. У меня есть довольно инновационный продукт, но бюджет на маркетинг ограничен. Что по вашему опыту работает лучше? Может кто-то уже проходил этот путь?
We built this genuinely innovative fintech product that flopped at first because our content assumed people already got why they needed it. Everything changed when we stopped trying to revolutionize their world and started focusing on workflows they already trusted. Then we positioned our solution as the next logical step, not some massive leap. Your product can be amazing, but if your content doesn’t connect what people already know to what you’re selling, you’re screwed.
Burned through $15k on campaigns for a groundbreaking IoT device with terrible ROAS. Kept pushing the innovation angle - big mistake. Did a complete pivot and started targeting competitor solution searches, positioning it as ‘the upgrade you’ve been waiting for.’ CTR jumped 3x overnight. Even revolutionary products need familiar entry points. The US market rewards incremental messaging over revolutionary claims, especially on tight budgets.
Had a client launching a SaaS tool in the US on a shoestring budget. We started with automated welcome emails that pushed product features hard. Opens were okay, but clicks? Dead flat. Switched gears and focused on the daily headaches their audience actually dealt with. Engagement shot up 40%. The product was solid - we just needed to hit their pain points first, then show how we’d fix them.
Had a client launch this amazing e-commerce tool that nobody could find on Google, even though the product was solid. Turns out we were optimizing for terms nobody was actually searching for. Once we dug into the search data, we pivoted to target related problem-focused keywords where people were already looking for solutions. Traffic shot up 250% in six weeks. Doesn’t matter how innovative your product is if there’s zero search demand.