Elena Verna: prediction

Transcript context

…To make this even more concrete for people that are starting to like, oh, shit I got to do this. Can you just give us a list that doesn't have to be exhaustive of potential growth loops, levers, methods, engines for folks to consider? You've mentioned a few, but just give a list of people like, okay, got it. Maybe we'll try one of these. I'm really big on creating a growth loop out of user generated content. I think with everything that is happening with AI and SEO at the moment, your biggest claim to fame on content strategy will be harnessing user generated content. Whether it's user generated templates, whether it's user generated case studies, review, whatever it is you need to start investing into it now, creating a library out of it, using it for activation purposes, using it then for acquisition purposes, using community to spark the conversations around it. That can be a really wonderful strategy that everybody should consider of whether there's juice in it within your product. Other ones can be, hey, we're a very, let's say individualistic product, but can we actually create a referral mechanism for it? For B2C, that's actually very straightforward. A lot of B2C products thrive on referrals. For B2B, It can be more of invitation of other team members into the product to complete other jobs to be done. Hey, I've done this. I need my manager to see it. Can I create a report to share with my manager? And all of a sudden it starts to spread within the company. So creating additional almost product functionality that then creates these loops potentially for you. So it can be a slew of things. Obviously, I would highly recommend just understanding all of the menus of these earned tactics. I should do a blog post on it actually. And then just see what works for you or not. Because at least ideation step a bit has to happen. If especially you're relying on search engines for your acquisition, start thinking about some of the earned channels as soon as possible. And even though you recommend spend more time on earned channels, owned channels, there's also explore SEO, explore paid growth, right? Sales?…

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