February 22, 2021
Your eyes aren't deceiving you... we had over 1k comments on our 2 Facebook community posts. How did we do it?! This is a super short post to tell you how we replicated strategies used by the most engaging posters in Facebook groups and on LinkedIn to create our own 'buzz' and help validate that Pickaxe as a concept was interesting to folks.
We started out building Pickaxe because of the mind-numbing experience we'd had building lead lists for a previous business idea. Finding new customer leads is painstaking. Time consuming. Boring.We had a hypothesis that if we could find anyone on LinkedIn's email all from a spreadsheet, it would rapidly accelerate the lead gen process. You wouldn't need to use multiple different platforms to do your lead gen anymore. We'd take care of everything from within the spreadsheet.
We had built a fairly rudimentary MVP for Pickaxe: a Google Sheets Add-On that allowed you to search LinkedIn directly from the spreadsheet, and fetch emails for anyone you want. But we needed some signal that this was what people wanted before we sunk more time into development.
Our approach was to post in Facebook communities and measure the response:
I spent the last few months observing the most successful posts (in terms of engagement) on social media platforms: Facebook, LinkedIn, Twitter -- and in particular in communities such as the My First Million group on Facebook.
The most engaging posts are often the first posts you see in your newsfeed or at the top of groups that you're in. That's because FB/LinkedIn/Twitter prioritize the posts that users are finding most engaging vs those that are not. Duh!
How do you create an engaging post? While I don't have the complete answer here, I did observe traits that the most engaging posts have in common:
Why does this work so well?
We offered a free first month of Pickaxe to anyone that commented "Pickaxe" underneath the post. The results were overwhelmingly good. OVER 1.2K COMMENTS WITH INTEREST!
To be clear, I've still not replied to everyone that expressed interest in Pickaxe from the 2 Facebook group posts. If you're going to take this approach and it's successful, here are some of the challenges you'll likely encounter:
I'm going to do another post soon, so if you have any ideas about how best to manage this.. let me know, I'm all ears!
In the interests of keeping this post short, I'll close off there. Next up I'll talk more about how these posts helped us learn more about our ideal customer profiles (or more precisely, who is NOT our ideal customer!). Coming soon!