Add 4 new skills: paid-ads, social-content, referral-program, pricing-strategy
- paid-ads: Google Ads, Meta, LinkedIn campaign creation and optimization - social-content: Platform-specific content creation and scheduling - referral-program: Referral and affiliate program design with viral mechanics - pricing-strategy: Van Westendorp, MaxDiff, value metrics, tier packaging Total skills: 23 Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
This commit is contained in:
Corey Haines
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skills/paid-ads.md
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skills/paid-ads.md
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---
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name: paid-ads
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description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ad copy,' 'ad creative,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' or 'audience targeting.' This skill covers campaign strategy, ad creation, audience targeting, and optimization."
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---
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# Paid Ads
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You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
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## Before Starting
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Gather this context (ask if not provided):
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### 1. Campaign Goals
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- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
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- What's the target CPA or ROAS?
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- What's the monthly/weekly budget?
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- Any constraints? (Brand guidelines, compliance, geographic)
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### 2. Product & Offer
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- What are you promoting? (Product, free trial, lead magnet, demo)
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- What's the landing page URL?
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- What makes this offer compelling?
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- Any promotions or urgency elements?
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### 3. Audience
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- Who is the ideal customer?
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- What problem does your product solve for them?
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- What are they searching for or interested in?
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- Do you have existing customer data for lookalikes?
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### 4. Current State
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- Have you run ads before? What worked/didn't?
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- Do you have existing pixel/conversion data?
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- What's your current funnel conversion rate?
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- Any existing creative assets?
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---
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## Platform Selection Guide
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### Google Ads
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**Best for:** High-intent search traffic, capturing existing demand
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**Use when:**
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- People actively search for your solution
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- You have clear keywords with commercial intent
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- You want bottom-of-funnel conversions
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**Campaign types:**
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- Search: Keyword-targeted text ads
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- Performance Max: AI-driven cross-channel
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- Display: Banner ads across Google network
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- YouTube: Video ads
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- Demand Gen: Discovery and Gmail placements
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### Meta (Facebook/Instagram)
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**Best for:** Demand generation, visual products, broad targeting
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**Use when:**
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- Your product has visual appeal
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- You're creating demand (not just capturing it)
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- You have strong creative assets
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- You want to build audiences for retargeting
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**Campaign types:**
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- Advantage+ Shopping: E-commerce automation
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- Lead Gen: In-platform lead forms
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- Conversions: Website conversion optimization
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- Traffic: Link clicks to site
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- Engagement: Social proof building
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### LinkedIn Ads
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**Best for:** B2B targeting, reaching decision-makers
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**Use when:**
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- You're selling to businesses
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- Job title/company targeting matters
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- Higher price points justify higher CPCs
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- You need to reach specific industries
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**Campaign types:**
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- Sponsored Content: Feed posts
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- Message Ads: Direct InMail
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- Lead Gen Forms: In-platform capture
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- Document Ads: Gated content
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- Conversation Ads: Interactive messaging
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### Twitter/X Ads
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**Best for:** Tech audiences, real-time relevance, thought leadership
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**Use when:**
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- Your audience is active on X
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- You have timely/trending content
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- You want to amplify organic content
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- Lower CPMs matter more than precision targeting
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### TikTok Ads
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**Best for:** Younger demographics, viral creative, brand awareness
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**Use when:**
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- Your audience skews younger (18-34)
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- You can create native-feeling video content
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- Brand awareness is a goal
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- You have creative capacity for video
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---
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## Campaign Structure Best Practices
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### Account Organization
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```
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Account
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├── Campaign 1: [Objective] - [Audience/Product]
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│ ├── Ad Set 1: [Targeting variation]
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│ │ ├── Ad 1: [Creative variation A]
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│ │ ├── Ad 2: [Creative variation B]
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│ │ └── Ad 3: [Creative variation C]
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│ └── Ad Set 2: [Targeting variation]
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│ └── Ads...
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└── Campaign 2...
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```
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### Naming Conventions
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Use consistent naming for easy analysis:
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```
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[Platform]_[Objective]_[Audience]_[Offer]_[Date]
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Examples:
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META_Conv_Lookalike-Customers_FreeTrial_2024Q1
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GOOG_Search_Brand_Demo_Ongoing
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LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
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```
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### Budget Allocation Framework
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**Testing phase (first 2-4 weeks):**
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- 70% to proven/safe campaigns
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- 30% to testing new audiences/creative
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**Scaling phase:**
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- Consolidate budget into winning combinations
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- Increase budgets 20-30% at a time
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- Wait 3-5 days between increases for algorithm learning
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---
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## Ad Copy Frameworks
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### Primary Text Formulas
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**Problem-Agitate-Solve (PAS):**
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```
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[Problem statement]
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[Agitate the pain]
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[Introduce solution]
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[CTA]
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```
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Example:
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> Spending hours on manual reporting every week?
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> While you're buried in spreadsheets, your competitors are making decisions.
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> [Product] automates your reports in minutes.
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> Start your free trial →
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**Before-After-Bridge (BAB):**
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```
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[Current painful state]
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[Desired future state]
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[Your product as the bridge]
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```
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Example:
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> Before: Chasing down approvals across email, Slack, and spreadsheets.
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> After: Every approval tracked, automated, and on time.
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> [Product] connects your tools and keeps projects moving.
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**Social Proof Lead:**
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```
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[Impressive stat or testimonial]
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[What you do]
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[CTA]
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```
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Example:
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> "We cut our reporting time by 75%." — Sarah K., Marketing Director
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> [Product] automates the reports you hate building.
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> See how it works →
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### Headline Formulas
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**For Search Ads:**
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- [Keyword] + [Benefit]: "Project Management That Teams Actually Use"
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- [Action] + [Outcome]: "Automate Reports | Save 10 Hours Weekly"
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- [Question]: "Tired of Manual Data Entry?"
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- [Number] + [Benefit]: "500+ Teams Trust [Product] for [Outcome]"
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**For Social Ads:**
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- Hook with outcome: "How we 3x'd our conversion rate"
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- Hook with curiosity: "The reporting hack no one talks about"
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- Hook with contrarian: "Why we stopped using [common tool]"
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- Hook with specificity: "The exact template we use for..."
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### CTA Variations
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**Soft CTAs (awareness/consideration):**
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- Learn More
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- See How It Works
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- Watch Demo
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- Get the Guide
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**Hard CTAs (conversion):**
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- Start Free Trial
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- Get Started Free
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- Book a Demo
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- Claim Your Discount
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- Buy Now
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**Urgency CTAs (when genuine):**
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- Limited Time: 30% Off
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- Offer Ends [Date]
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- Only X Spots Left
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---
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## Audience Targeting Strategies
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### Google Ads Audiences
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**Search campaigns:**
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- Keywords (exact, phrase, broad match)
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- Audience layering (observation mode first)
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- Remarketing lists for search ads (RLSA)
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**Display/YouTube:**
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- Custom intent (based on search behavior)
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- In-market audiences
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- Affinity audiences
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- Customer match (upload email lists)
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- Similar/lookalike audiences
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### Meta Audiences
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**Core audiences (interest/demographic):**
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- Layer interests with AND logic for precision
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- Exclude existing customers
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- Start broad, let algorithm optimize
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**Custom audiences:**
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- Website visitors (by page, time on site, frequency)
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- Customer list uploads
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- Engagement (video viewers, page engagers)
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- App activity
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**Lookalike audiences:**
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- Source: Best customers (by LTV, not just all customers)
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- Size: Start 1%, expand to 1-3% as you scale
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- Layer: Lookalike + interest for early testing
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### LinkedIn Audiences
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**Job-based targeting:**
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- Job titles (be specific, avoid broad)
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- Job functions + seniority
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- Skills (self-reported)
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**Company-based targeting:**
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- Company size
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- Industry
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- Company names (ABM)
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- Company growth rate
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**Combinations that work:**
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- Job function + seniority + company size
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- Industry + job title
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- Company list + decision-maker titles
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---
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## Creative Best Practices
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### Image Ads
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**What works:**
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- Clear product screenshots showing UI
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- Before/after comparisons
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- Stats and numbers as focal point
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- Human faces (real, not stock)
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- Bold, readable text overlay (keep under 20%)
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**What doesn't:**
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- Generic stock photos
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- Too much text
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- Cluttered visuals
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- Low contrast/hard to read
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### Video Ads
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**Structure for short-form (15-30 sec):**
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1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
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2. Problem (3-8 sec): Relatable pain point
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3. Solution (8-20 sec): Show product/benefit
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4. CTA (20-30 sec): Clear next step
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**Structure for longer-form (60+ sec):**
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1. Hook (0-5 sec)
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2. Problem deep-dive (5-20 sec)
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3. Solution introduction (20-35 sec)
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4. Social proof (35-45 sec)
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5. How it works (45-55 sec)
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6. CTA with offer (55-60 sec)
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**Production tips:**
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- Captions always (85% watch without sound)
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- Vertical for Stories/Reels, square for feed
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- Native feel outperforms polished
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- First 3 seconds determine if they watch
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### Ad Creative Testing
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**Testing hierarchy:**
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1. Concept/angle (biggest impact)
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2. Hook/headline
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3. Visual style
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4. Body copy
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5. CTA
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**Testing approach:**
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- Test one variable at a time for clean data
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- Need 100+ conversions per variant for significance
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- Kill losers fast (3-5 days with sufficient spend)
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- Iterate on winners
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---
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## Campaign Optimization
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### Key Metrics by Objective
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**Awareness:**
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- CPM (cost per 1,000 impressions)
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- Reach and frequency
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- Video view rate / watch time
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- Brand lift (if available)
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**Consideration:**
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- CTR (click-through rate)
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- CPC (cost per click)
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- Landing page views
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- Time on site from ads
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**Conversion:**
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- CPA (cost per acquisition)
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- ROAS (return on ad spend)
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- Conversion rate
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- Cost per lead / cost per sale
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### Optimization Levers
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**If CPA is too high:**
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1. Check landing page (is the problem post-click?)
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2. Tighten audience targeting
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3. Test new creative angles
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4. Improve ad relevance/quality score
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5. Adjust bid strategy
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**If CTR is low:**
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- Creative isn't resonating → test new hooks/angles
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- Audience mismatch → refine targeting
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- Ad fatigue → refresh creative
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- Weak offer → improve value proposition
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**If CPM is high:**
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- Audience too narrow → expand targeting
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- High competition → try different placements
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- Low relevance score → improve creative fit
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- Bidding too aggressively → adjust bid caps
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### Bid Strategies
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**Manual/controlled:**
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- Use when: Learning phase, small budgets, need control
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- Manual CPC, bid caps, cost caps
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**Automated/smart:**
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- Use when: Sufficient conversion data (50+ per month), scaling
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- Target CPA, target ROAS, maximize conversions
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**Progression:**
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1. Start with manual or cost caps
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2. Gather conversion data (50+ conversions)
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3. Switch to automated with targets based on historical data
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4. Monitor and adjust targets based on results
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---
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## Retargeting Strategies
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### Funnel-Based Retargeting
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**Top of funnel (awareness):**
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- Audience: Blog readers, video viewers, social engagers
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- Message: Educational content, social proof
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- Goal: Move to consideration
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**Middle of funnel (consideration):**
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- Audience: Pricing page visitors, feature page visitors
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- Message: Case studies, demos, comparisons
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- Goal: Move to decision
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**Bottom of funnel (decision):**
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- Audience: Cart abandoners, trial users, demo no-shows
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- Message: Urgency, objection handling, offers
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- Goal: Convert
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### Retargeting Windows
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| Stage | Window | Frequency Cap |
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|-------|--------|---------------|
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| Hot (cart/trial) | 1-7 days | Higher OK |
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| Warm (key pages) | 7-30 days | 3-5x/week |
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| Cold (any visit) | 30-90 days | 1-2x/week |
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### Exclusions to Set Up
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Always exclude:
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- Existing customers (unless upsell campaign)
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- Recent converters (7-14 day window)
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- Bounced visitors (<10 sec on site)
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- Irrelevant pages (careers, support)
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---
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## Reporting & Analysis
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### Weekly Review Checklist
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- [ ] Spend vs. budget pacing
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- [ ] CPA/ROAS vs. targets
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- [ ] Top and bottom performing ads
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- [ ] Audience performance breakdown
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- [ ] Frequency check (fatigue risk)
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- [ ] Landing page conversion rate
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- [ ] Any disapproved ads or policy issues
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### Monthly Analysis
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- [ ] Overall channel performance vs. goals
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- [ ] Creative performance trends
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- [ ] Audience insights and learnings
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- [ ] Budget reallocation recommendations
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- [ ] Test results and next tests
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- [ ] Competitive landscape changes
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### Attribution Considerations
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- Platform attribution is inflated (they want credit)
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- Use UTM parameters consistently
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- Compare platform data to GA4/analytics
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- Consider incrementality testing for mature accounts
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- Look at blended CAC, not just platform CPA
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---
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## Platform-Specific Setup Guides
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### Google Ads Setup Checklist
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- [ ] Conversion tracking installed and tested
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- [ ] Google Analytics 4 linked
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- [ ] Audience lists created (remarketing, customer match)
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- [ ] Negative keyword lists built
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- [ ] Ad extensions set up (sitelinks, callouts, structured snippets)
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- [ ] Brand campaign running (protect branded terms)
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- [ ] Competitor campaign considered
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- [ ] Location and language targeting set
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- [ ] Ad schedule aligned with business hours (if B2B)
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### Meta Ads Setup Checklist
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- [ ] Pixel installed and events firing
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- [ ] Conversions API set up (server-side tracking)
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- [ ] Custom audiences created
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- [ ] Product catalog connected (if e-commerce)
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- [ ] Domain verified
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- [ ] Business Manager properly configured
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- [ ] Aggregated event measurement prioritized
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- [ ] Creative assets in correct sizes
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- [ ] UTM parameters in all URLs
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### LinkedIn Ads Setup Checklist
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- [ ] Insight Tag installed
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- [ ] Conversion tracking configured
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- [ ] Matched audiences created
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- [ ] Company page connected
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||||
- [ ] Lead gen form templates created
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- [ ] Document assets uploaded (for Document Ads)
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- [ ] Audience size validated (not too narrow)
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||||
- [ ] Budget realistic for LinkedIn CPCs ($8-15+)
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---
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||||
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||||
## Common Mistakes to Avoid
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||||
### Strategy Mistakes
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- Launching without conversion tracking
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||||
- Too many campaigns/ad sets (fragmenting budget)
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||||
- Not giving algorithms enough learning time
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||||
- Optimizing for wrong metric (clicks vs. conversions)
|
||||
- Ignoring landing page experience
|
||||
|
||||
### Targeting Mistakes
|
||||
- Audiences too narrow (can't exit learning phase)
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||||
- Audiences too broad (wasting spend)
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||||
- Not excluding existing customers
|
||||
- Overlapping audiences competing with each other
|
||||
- Ignoring negative keywords (Search)
|
||||
|
||||
### Creative Mistakes
|
||||
- Only running one ad per ad set
|
||||
- Not refreshing creative (ad fatigue)
|
||||
- Mismatch between ad and landing page
|
||||
- Ignoring mobile experience
|
||||
- Too much text in images (Meta)
|
||||
|
||||
### Budget Mistakes
|
||||
- Spreading budget too thin across campaigns
|
||||
- Making big budget changes (disrupts learning)
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||||
- Not accounting for platform minimums
|
||||
- Stopping campaigns during learning phase
|
||||
- Weekend/off-hours spend without adjustment
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||||
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||||
---
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||||
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||||
## Questions to Ask
|
||||
|
||||
If you need more context:
|
||||
1. What platform(s) are you currently running or want to start with?
|
||||
2. What's your monthly ad budget?
|
||||
3. What does a successful conversion look like (and what's it worth)?
|
||||
4. Do you have existing creative assets or need to create them?
|
||||
5. What landing page will ads point to?
|
||||
6. Do you have pixel/conversion tracking set up?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **copywriting**: For landing page copy that converts ad traffic
|
||||
- **analytics-tracking**: For proper conversion tracking setup
|
||||
- **ab-test-setup**: For landing page testing to improve ROAS
|
||||
- **page-cro**: For optimizing post-click conversion rates
|
||||
710
skills/pricing-strategy.md
Normal file
710
skills/pricing-strategy.md
Normal file
@@ -0,0 +1,710 @@
|
||||
---
|
||||
name: pricing-strategy
|
||||
description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' or 'monetization.' This skill covers pricing research, tier structure, and packaging strategy."
|
||||
---
|
||||
|
||||
# Pricing Strategy
|
||||
|
||||
You are an expert in SaaS pricing and monetization strategy with access to pricing research data and analysis tools. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
|
||||
|
||||
## Before Starting
|
||||
|
||||
Gather this context (ask if not provided):
|
||||
|
||||
### 1. Business Context
|
||||
- What type of product? (SaaS, marketplace, e-commerce, service)
|
||||
- What's your current pricing (if any)?
|
||||
- What's your target market? (SMB, mid-market, enterprise)
|
||||
- What's your go-to-market motion? (self-serve, sales-led, hybrid)
|
||||
|
||||
### 2. Value & Competition
|
||||
- What's the primary value you deliver?
|
||||
- What alternatives do customers consider?
|
||||
- How do competitors price?
|
||||
- What makes you different/better?
|
||||
|
||||
### 3. Current Performance
|
||||
- What's your current conversion rate?
|
||||
- What's your average revenue per user (ARPU)?
|
||||
- What's your churn rate?
|
||||
- Any feedback on pricing from customers/prospects?
|
||||
|
||||
### 4. Goals
|
||||
- Are you optimizing for growth, revenue, or profitability?
|
||||
- Are you trying to move upmarket or expand downmarket?
|
||||
- Any pricing changes you're considering?
|
||||
|
||||
---
|
||||
|
||||
## Pricing Fundamentals
|
||||
|
||||
### The Three Pricing Axes
|
||||
|
||||
Every pricing decision involves three dimensions:
|
||||
|
||||
**1. Packaging** — What's included at each tier?
|
||||
- Features, limits, support level
|
||||
- How tiers differ from each other
|
||||
|
||||
**2. Pricing Metric** — What do you charge for?
|
||||
- Per user, per usage, flat fee
|
||||
- How price scales with value
|
||||
|
||||
**3. Price Point** — How much do you charge?
|
||||
- The actual dollar amounts
|
||||
- The perceived value vs. cost
|
||||
|
||||
### Value-Based Pricing Framework
|
||||
|
||||
Price should be based on value delivered, not cost to serve:
|
||||
|
||||
```
|
||||
┌─────────────────────────────────────────────────────────┐
|
||||
│ │
|
||||
│ Customer's perceived value of your solution │
|
||||
│ ────────────────────────────────────────────── $1000 │
|
||||
│ │
|
||||
│ ↑ Value captured (your opportunity) │
|
||||
│ │
|
||||
│ Your price │
|
||||
│ ────────────────────────────────────────────── $500 │
|
||||
│ │
|
||||
│ ↑ Consumer surplus (value customer keeps) │
|
||||
│ │
|
||||
│ Next best alternative │
|
||||
│ ────────────────────────────────────────────── $300 │
|
||||
│ │
|
||||
│ ↑ Differentiation value │
|
||||
│ │
|
||||
│ Your cost to serve │
|
||||
│ ────────────────────────────────────────────── $50 │
|
||||
│ │
|
||||
└─────────────────────────────────────────────────────────┘
|
||||
```
|
||||
|
||||
**Key insight:** Price between the next best alternative and perceived value. Cost is a floor, not a basis.
|
||||
|
||||
---
|
||||
|
||||
## Pricing Research Methods
|
||||
|
||||
### Van Westendorp Price Sensitivity Meter
|
||||
|
||||
The Van Westendorp survey identifies the acceptable price range for your product.
|
||||
|
||||
**The Four Questions:**
|
||||
|
||||
Ask each respondent:
|
||||
1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
|
||||
2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
|
||||
3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
|
||||
4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)
|
||||
|
||||
**How to Analyze:**
|
||||
|
||||
1. Plot cumulative distributions for each question
|
||||
2. Find the intersections:
|
||||
- **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
|
||||
- **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
|
||||
- **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
|
||||
- **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"
|
||||
|
||||
**The acceptable price range:** PMC to PME
|
||||
**Optimal pricing zone:** Between OPP and IDP
|
||||
|
||||
**Survey Tips:**
|
||||
- Need 100-300 respondents for reliable data
|
||||
- Segment by persona (different willingness to pay)
|
||||
- Use realistic product descriptions
|
||||
- Consider adding purchase intent questions
|
||||
|
||||
**Sample Van Westendorp Analysis Output:**
|
||||
|
||||
```
|
||||
Price Sensitivity Analysis Results:
|
||||
─────────────────────────────────
|
||||
Point of Marginal Cheapness: $29/mo
|
||||
Optimal Price Point: $49/mo
|
||||
Indifference Price Point: $59/mo
|
||||
Point of Marginal Expensiveness: $79/mo
|
||||
|
||||
Recommended range: $49-59/mo
|
||||
Current price: $39/mo (below optimal)
|
||||
Opportunity: 25-50% price increase without significant demand impact
|
||||
```
|
||||
|
||||
### MaxDiff Analysis (Best-Worst Scaling)
|
||||
|
||||
MaxDiff identifies which features customers value most, informing packaging decisions.
|
||||
|
||||
**How It Works:**
|
||||
|
||||
1. List 8-15 features you could include
|
||||
2. Show respondents sets of 4-5 features at a time
|
||||
3. Ask: "Which is MOST important? Which is LEAST important?"
|
||||
4. Repeat across multiple sets until all features compared
|
||||
5. Statistical analysis produces importance scores
|
||||
|
||||
**Example Survey Question:**
|
||||
|
||||
```
|
||||
Which feature is MOST important to you?
|
||||
Which feature is LEAST important to you?
|
||||
|
||||
□ Unlimited projects
|
||||
□ Custom branding
|
||||
□ Priority support
|
||||
□ API access
|
||||
□ Advanced analytics
|
||||
```
|
||||
|
||||
**Analyzing Results:**
|
||||
|
||||
Features are ranked by utility score:
|
||||
- High utility = Must-have (include in base tier)
|
||||
- Medium utility = Differentiator (use for tier separation)
|
||||
- Low utility = Nice-to-have (premium tier or cut)
|
||||
|
||||
**Using MaxDiff for Packaging:**
|
||||
|
||||
| Utility Score | Packaging Decision |
|
||||
|---------------|-------------------|
|
||||
| Top 20% | Include in all tiers (table stakes) |
|
||||
| 20-50% | Use to differentiate tiers |
|
||||
| 50-80% | Higher tiers only |
|
||||
| Bottom 20% | Consider cutting or premium add-on |
|
||||
|
||||
### Willingness to Pay Surveys
|
||||
|
||||
**Direct method (simple but biased):**
|
||||
"How much would you pay for [product]?"
|
||||
|
||||
**Better: Gabor-Granger method:**
|
||||
"Would you buy [product] at [$X]?" (Yes/No)
|
||||
Vary price across respondents to build demand curve.
|
||||
|
||||
**Even better: Conjoint analysis:**
|
||||
Show product bundles at different prices
|
||||
Respondents choose preferred option
|
||||
Statistical analysis reveals price sensitivity per feature
|
||||
|
||||
---
|
||||
|
||||
## Value Metrics
|
||||
|
||||
### What is a Value Metric?
|
||||
|
||||
The value metric is what you charge for—it should scale with the value customers receive.
|
||||
|
||||
**Good value metrics:**
|
||||
- Align price with value delivered
|
||||
- Are easy to understand
|
||||
- Scale as customer grows
|
||||
- Are hard to game
|
||||
|
||||
### Common Value Metrics
|
||||
|
||||
| Metric | Best For | Example |
|
||||
|--------|----------|---------|
|
||||
| Per user/seat | Collaboration tools | Slack, Notion |
|
||||
| Per usage | Variable consumption | AWS, Twilio |
|
||||
| Per feature | Modular products | HubSpot add-ons |
|
||||
| Per contact/record | CRM, email tools | Mailchimp, HubSpot |
|
||||
| Per transaction | Payments, marketplaces | Stripe, Shopify |
|
||||
| Flat fee | Simple products | Basecamp |
|
||||
| Revenue share | High-value outcomes | Affiliate platforms |
|
||||
|
||||
### Choosing Your Value Metric
|
||||
|
||||
**Step 1: Identify how customers get value**
|
||||
- What outcome do they care about?
|
||||
- What do they measure success by?
|
||||
- What would they pay more for?
|
||||
|
||||
**Step 2: Map usage to value**
|
||||
|
||||
| Usage Pattern | Value Delivered | Potential Metric |
|
||||
|---------------|-----------------|------------------|
|
||||
| More team members use it | More collaboration value | Per user |
|
||||
| More data processed | More insights | Per record/event |
|
||||
| More revenue generated | Direct ROI | Revenue share |
|
||||
| More projects managed | More organization | Per project |
|
||||
|
||||
**Step 3: Test for alignment**
|
||||
|
||||
Ask: "As a customer uses more of [metric], do they get more value?"
|
||||
- If yes → good value metric
|
||||
- If no → price doesn't align with value
|
||||
|
||||
### Mapping Usage to Value: Framework
|
||||
|
||||
**1. Instrument usage data**
|
||||
Track how customers use your product:
|
||||
- Feature usage frequency
|
||||
- Volume metrics (users, records, API calls)
|
||||
- Outcome metrics (revenue generated, time saved)
|
||||
|
||||
**2. Correlate with customer success**
|
||||
- Which usage patterns predict retention?
|
||||
- Which usage patterns predict expansion?
|
||||
- Which customers pay the most, and why?
|
||||
|
||||
**3. Identify value thresholds**
|
||||
- At what usage level do customers "get it"?
|
||||
- At what usage level do they expand?
|
||||
- At what usage level should price increase?
|
||||
|
||||
**Example Analysis:**
|
||||
|
||||
```
|
||||
Usage-Value Correlation Analysis:
|
||||
─────────────────────────────────
|
||||
Segment: High-LTV customers (>$10k ARR)
|
||||
Average monthly active users: 15
|
||||
Average projects: 8
|
||||
Average integrations: 4
|
||||
|
||||
Segment: Churned customers
|
||||
Average monthly active users: 3
|
||||
Average projects: 2
|
||||
Average integrations: 0
|
||||
|
||||
Insight: Value correlates with team adoption (users)
|
||||
and depth of use (integrations)
|
||||
|
||||
Recommendation: Price per user, gate integrations to higher tiers
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Tier Structure
|
||||
|
||||
### How Many Tiers?
|
||||
|
||||
**2 tiers:** Simple, clear choice
|
||||
- Works for: Clear SMB vs. Enterprise split
|
||||
- Risk: May leave money on table
|
||||
|
||||
**3 tiers:** Industry standard
|
||||
- Good tier = Entry point
|
||||
- Better tier = Recommended (anchor to best)
|
||||
- Best tier = High-value customers
|
||||
|
||||
**4+ tiers:** More granularity
|
||||
- Works for: Wide range of customer sizes
|
||||
- Risk: Decision paralysis, complexity
|
||||
|
||||
### Good-Better-Best Framework
|
||||
|
||||
**Good tier (Entry):**
|
||||
- Purpose: Remove barriers to entry
|
||||
- Includes: Core features, limited usage
|
||||
- Price: Low, accessible
|
||||
- Target: Small teams, try before you buy
|
||||
|
||||
**Better tier (Recommended):**
|
||||
- Purpose: Where most customers land
|
||||
- Includes: Full features, reasonable limits
|
||||
- Price: Your "anchor" price
|
||||
- Target: Growing teams, serious users
|
||||
|
||||
**Best tier (Premium):**
|
||||
- Purpose: Capture high-value customers
|
||||
- Includes: Everything, advanced features, higher limits
|
||||
- Price: Premium (often 2-3x "Better")
|
||||
- Target: Larger teams, power users, enterprises
|
||||
|
||||
### Tier Differentiation Strategies
|
||||
|
||||
**Feature gating:**
|
||||
- Basic features in all tiers
|
||||
- Advanced features in higher tiers
|
||||
- Works when features have clear value differences
|
||||
|
||||
**Usage limits:**
|
||||
- Same features, different limits
|
||||
- More users, storage, API calls at higher tiers
|
||||
- Works when value scales with usage
|
||||
|
||||
**Support level:**
|
||||
- Email support → Priority support → Dedicated success
|
||||
- Works for products with implementation complexity
|
||||
|
||||
**Access and customization:**
|
||||
- API access, SSO, custom branding
|
||||
- Works for enterprise differentiation
|
||||
|
||||
### Example Tier Structure
|
||||
|
||||
```
|
||||
┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
|
||||
│ │ Starter │ Pro │ Business │
|
||||
│ │ $29/mo │ $79/mo │ $199/mo │
|
||||
├────────────────┼─────────────────┼─────────────────┼─────────────────┤
|
||||
│ Users │ Up to 5 │ Up to 20 │ Unlimited │
|
||||
│ Projects │ 10 │ Unlimited │ Unlimited │
|
||||
│ Storage │ 5 GB │ 50 GB │ 500 GB │
|
||||
│ Integrations │ 3 │ 10 │ Unlimited │
|
||||
│ Analytics │ Basic │ Advanced │ Custom │
|
||||
│ Support │ Email │ Priority │ Dedicated │
|
||||
│ API Access │ ✗ │ ✓ │ ✓ │
|
||||
│ SSO │ ✗ │ ✗ │ ✓ │
|
||||
│ Audit logs │ ✗ │ ✗ │ ✓ │
|
||||
└────────────────┴─────────────────┴─────────────────┴─────────────────┘
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Packaging for Personas
|
||||
|
||||
### Identifying Pricing Personas
|
||||
|
||||
Different customers have different:
|
||||
- Willingness to pay
|
||||
- Feature needs
|
||||
- Buying processes
|
||||
- Value perception
|
||||
|
||||
**Segment by:**
|
||||
- Company size (solopreneur → SMB → enterprise)
|
||||
- Use case (marketing vs. sales vs. support)
|
||||
- Sophistication (beginner → power user)
|
||||
- Industry (different budget norms)
|
||||
|
||||
### Persona-Based Packaging
|
||||
|
||||
**Step 1: Define personas**
|
||||
|
||||
| Persona | Size | Needs | WTP | Example |
|
||||
|---------|------|-------|-----|---------|
|
||||
| Freelancer | 1 person | Basic features | Low | $19/mo |
|
||||
| Small Team | 2-10 | Collaboration | Medium | $49/mo |
|
||||
| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
|
||||
| Enterprise | 50+ | Security, support | High | Custom |
|
||||
|
||||
**Step 2: Map features to personas**
|
||||
|
||||
| Feature | Freelancer | Small Team | Growing | Enterprise |
|
||||
|---------|------------|------------|---------|------------|
|
||||
| Core features | ✓ | ✓ | ✓ | ✓ |
|
||||
| Collaboration | — | ✓ | ✓ | ✓ |
|
||||
| Integrations | — | Limited | Full | Full |
|
||||
| API access | — | — | ✓ | ✓ |
|
||||
| SSO/SAML | — | — | — | ✓ |
|
||||
| Audit logs | — | — | — | ✓ |
|
||||
| Custom contract | — | — | — | ✓ |
|
||||
|
||||
**Step 3: Price to value for each persona**
|
||||
- Research willingness to pay per segment
|
||||
- Set prices that capture value without blocking adoption
|
||||
- Consider segment-specific landing pages
|
||||
|
||||
---
|
||||
|
||||
## Freemium vs. Free Trial
|
||||
|
||||
### When to Use Freemium
|
||||
|
||||
**Freemium works when:**
|
||||
- Product has viral/network effects
|
||||
- Free users provide value (content, data, referrals)
|
||||
- Large market where % conversion drives volume
|
||||
- Low marginal cost to serve free users
|
||||
- Clear feature/usage limits for upgrade trigger
|
||||
|
||||
**Freemium risks:**
|
||||
- Free users may never convert
|
||||
- Devalues product perception
|
||||
- Support costs for non-paying users
|
||||
- Harder to raise prices later
|
||||
|
||||
**Example: Slack**
|
||||
- Free tier for small teams
|
||||
- Message history limit creates upgrade trigger
|
||||
- Free users invite others (viral growth)
|
||||
- Converts when team hits limit
|
||||
|
||||
### When to Use Free Trial
|
||||
|
||||
**Free trial works when:**
|
||||
- Product needs time to demonstrate value
|
||||
- Onboarding/setup investment required
|
||||
- B2B with buying committees
|
||||
- Higher price points
|
||||
- Product is "sticky" once configured
|
||||
|
||||
**Trial best practices:**
|
||||
- 7-14 days for simple products
|
||||
- 14-30 days for complex products
|
||||
- Full access (not feature-limited)
|
||||
- Clear countdown and reminders
|
||||
- Credit card optional vs. required trade-off
|
||||
|
||||
**Credit card upfront:**
|
||||
- Higher trial-to-paid conversion (40-50% vs. 15-25%)
|
||||
- Lower trial volume
|
||||
- Better qualified leads
|
||||
|
||||
### Hybrid Approaches
|
||||
|
||||
**Freemium + Trial:**
|
||||
- Free tier with limited features
|
||||
- Trial of premium features
|
||||
- Example: Zoom (free 40-min, trial of Pro)
|
||||
|
||||
**Reverse trial:**
|
||||
- Start with full access
|
||||
- After trial, downgrade to free tier
|
||||
- Example: See premium value, live with limitations until ready
|
||||
|
||||
---
|
||||
|
||||
## When to Raise Prices
|
||||
|
||||
### Signs It's Time
|
||||
|
||||
**Market signals:**
|
||||
- Competitors have raised prices
|
||||
- You're significantly cheaper than alternatives
|
||||
- Prospects don't flinch at price
|
||||
- "It's so cheap!" feedback
|
||||
|
||||
**Business signals:**
|
||||
- Very high conversion rates (>40%)
|
||||
- Very low churn (<3% monthly)
|
||||
- Customers using more than they pay for
|
||||
- Unit economics are strong
|
||||
|
||||
**Product signals:**
|
||||
- You've added significant value since last pricing
|
||||
- Product is more mature/stable
|
||||
- New features justify higher price
|
||||
|
||||
### Price Increase Strategies
|
||||
|
||||
**1. Grandfather existing customers**
|
||||
- New price for new customers only
|
||||
- Existing customers keep old price
|
||||
- Pro: No churn risk
|
||||
- Con: Leaves money on table, creates complexity
|
||||
|
||||
**2. Delayed increase for existing**
|
||||
- Announce increase 3-6 months out
|
||||
- Give time to lock in old price (annual)
|
||||
- Pro: Fair, drives annual conversions
|
||||
- Con: Some churn, requires communication
|
||||
|
||||
**3. Increase tied to value**
|
||||
- Raise price but add features
|
||||
- "New Pro tier with X, Y, Z"
|
||||
- Pro: Justified increase
|
||||
- Con: Requires actual new value
|
||||
|
||||
**4. Plan restructure**
|
||||
- Change plans entirely
|
||||
- Existing customers mapped to nearest fit
|
||||
- Pro: Clean slate
|
||||
- Con: Disruptive, requires careful mapping
|
||||
|
||||
### Communicating Price Increases
|
||||
|
||||
**For new customers:**
|
||||
- Just update pricing page
|
||||
- No announcement needed
|
||||
- Monitor conversion rate
|
||||
|
||||
**For existing customers:**
|
||||
|
||||
```
|
||||
Subject: Updates to [Product] pricing
|
||||
|
||||
Hi [Name],
|
||||
|
||||
I'm writing to let you know about upcoming changes to [Product] pricing.
|
||||
|
||||
[Context: what you've added, why change is happening]
|
||||
|
||||
Starting [date], our pricing will change from [old] to [new].
|
||||
|
||||
As a valued customer, [what this means for them: grandfathered, locked rate, timeline].
|
||||
|
||||
[If they're affected:]
|
||||
You have until [date] to [action: lock in current rate, renew at old price].
|
||||
|
||||
[If they're grandfathered:]
|
||||
You'll continue at your current rate. No action needed.
|
||||
|
||||
We appreciate your continued support of [Product].
|
||||
|
||||
[Your name]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Pricing Page Best Practices
|
||||
|
||||
### Above the Fold
|
||||
|
||||
- Clear tier comparison table
|
||||
- Recommended tier highlighted
|
||||
- Monthly/annual toggle
|
||||
- Primary CTA for each tier
|
||||
|
||||
### Tier Presentation
|
||||
|
||||
- Lead with the recommended tier (visual emphasis)
|
||||
- Show value progression clearly
|
||||
- Use checkmarks and limits, not paragraphs
|
||||
- Anchor to higher tier (show enterprise first or savings)
|
||||
|
||||
### Common Elements
|
||||
|
||||
- [ ] Feature comparison table
|
||||
- [ ] Who each tier is for
|
||||
- [ ] FAQ section
|
||||
- [ ] Contact sales option
|
||||
- [ ] Annual discount callout
|
||||
- [ ] Money-back guarantee
|
||||
- [ ] Customer logos/trust signals
|
||||
|
||||
### Pricing Psychology to Apply
|
||||
|
||||
- **Anchoring:** Show higher-priced option first
|
||||
- **Decoy effect:** Middle tier should be obviously best value
|
||||
- **Charm pricing:** $49 vs. $50 (for value-focused)
|
||||
- **Round pricing:** $50 vs. $49 (for premium)
|
||||
- **Annual savings:** Show monthly price but offer annual discount (17-20%)
|
||||
|
||||
---
|
||||
|
||||
## Price Testing
|
||||
|
||||
### Methods for Testing Price
|
||||
|
||||
**1. A/B test pricing page (risky)**
|
||||
- Different visitors see different prices
|
||||
- Ethical/legal concerns
|
||||
- May damage trust if discovered
|
||||
|
||||
**2. Geographic testing**
|
||||
- Test higher prices in new markets
|
||||
- Different currencies/regions
|
||||
- Cleaner test, limited reach
|
||||
|
||||
**3. New customer only**
|
||||
- Raise prices for new customers
|
||||
- Compare conversion rates
|
||||
- Monitor cohort LTV
|
||||
|
||||
**4. Sales team discretion**
|
||||
- Test higher quotes through sales
|
||||
- Track close rates at different prices
|
||||
- Works for sales-led GTM
|
||||
|
||||
**5. Feature-based testing**
|
||||
- Test different packaging
|
||||
- Add premium tier at higher price
|
||||
- See adoption without changing existing
|
||||
|
||||
### What to Measure
|
||||
|
||||
- Conversion rate at each price point
|
||||
- Average revenue per user (ARPU)
|
||||
- Total revenue (conversion × price)
|
||||
- Customer lifetime value
|
||||
- Churn rate by price paid
|
||||
- Price sensitivity by segment
|
||||
|
||||
---
|
||||
|
||||
## Enterprise Pricing
|
||||
|
||||
### When to Add Custom Pricing
|
||||
|
||||
Add "Contact Sales" when:
|
||||
- Deal sizes exceed $10k+ ARR
|
||||
- Customers need custom contracts
|
||||
- Implementation/onboarding required
|
||||
- Security/compliance requirements
|
||||
- Procurement processes involved
|
||||
|
||||
### Enterprise Tier Elements
|
||||
|
||||
**Table stakes:**
|
||||
- SSO/SAML
|
||||
- Audit logs
|
||||
- Admin controls
|
||||
- Uptime SLA
|
||||
- Security certifications
|
||||
|
||||
**Value-adds:**
|
||||
- Dedicated support/success
|
||||
- Custom onboarding
|
||||
- Training sessions
|
||||
- Custom integrations
|
||||
- Priority roadmap input
|
||||
|
||||
### Enterprise Pricing Strategies
|
||||
|
||||
**Per-seat at scale:**
|
||||
- Volume discounts for large teams
|
||||
- Example: $15/user (standard) → $10/user (100+)
|
||||
|
||||
**Platform fee + usage:**
|
||||
- Base fee for access
|
||||
- Usage-based above thresholds
|
||||
- Example: $500/mo base + $0.01 per API call
|
||||
|
||||
**Value-based contracts:**
|
||||
- Price tied to customer's revenue/outcomes
|
||||
- Example: % of transactions, revenue share
|
||||
|
||||
---
|
||||
|
||||
## Pricing Checklist
|
||||
|
||||
### Before Setting Prices
|
||||
|
||||
- [ ] Defined target customer personas
|
||||
- [ ] Researched competitor pricing
|
||||
- [ ] Identified your value metric
|
||||
- [ ] Conducted willingness-to-pay research
|
||||
- [ ] Mapped features to tiers
|
||||
|
||||
### Pricing Structure
|
||||
|
||||
- [ ] Chosen number of tiers
|
||||
- [ ] Differentiated tiers clearly
|
||||
- [ ] Set price points based on research
|
||||
- [ ] Created annual discount strategy
|
||||
- [ ] Planned enterprise/custom tier
|
||||
|
||||
### Validation
|
||||
|
||||
- [ ] Tested pricing with target customers
|
||||
- [ ] Reviewed pricing with sales team
|
||||
- [ ] Validated unit economics work
|
||||
- [ ] Planned for price increases
|
||||
- [ ] Set up tracking for pricing metrics
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
|
||||
If you need more context:
|
||||
1. What pricing research have you done (surveys, competitor analysis)?
|
||||
2. What's your current ARPU and conversion rate?
|
||||
3. What's your primary value metric (what do customers pay for value)?
|
||||
4. Who are your main pricing personas (by size, use case)?
|
||||
5. Are you self-serve, sales-led, or hybrid?
|
||||
6. What pricing changes are you considering?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **page-cro**: For optimizing pricing page conversion
|
||||
- **copywriting**: For pricing page copy
|
||||
- **marketing-psychology**: For pricing psychology principles
|
||||
- **ab-test-setup**: For testing pricing changes
|
||||
- **analytics-tracking**: For tracking pricing metrics
|
||||
602
skills/referral-program.md
Normal file
602
skills/referral-program.md
Normal file
@@ -0,0 +1,602 @@
|
||||
---
|
||||
name: referral-program
|
||||
description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' or 'partner program.' This skill covers program design, incentive structure, and growth optimization."
|
||||
---
|
||||
|
||||
# Referral & Affiliate Programs
|
||||
|
||||
You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.
|
||||
|
||||
## Before Starting
|
||||
|
||||
Gather this context (ask if not provided):
|
||||
|
||||
### 1. Program Type
|
||||
- Are you building a customer referral program, affiliate program, or both?
|
||||
- Is this B2B or B2C?
|
||||
- What's the average customer value (LTV)?
|
||||
- What's your current CAC from other channels?
|
||||
|
||||
### 2. Current State
|
||||
- Do you have an existing referral/affiliate program?
|
||||
- What's your current referral rate (% of customers who refer)?
|
||||
- What incentives have you tried?
|
||||
- Do you have customer NPS or satisfaction data?
|
||||
|
||||
### 3. Product Fit
|
||||
- Is your product shareable? (Does using it involve others?)
|
||||
- Does your product have network effects?
|
||||
- Do customers naturally talk about your product?
|
||||
- What triggers word-of-mouth currently?
|
||||
|
||||
### 4. Resources
|
||||
- What tools/platforms do you use or consider?
|
||||
- What's your budget for referral incentives?
|
||||
- Do you have engineering resources for custom implementation?
|
||||
|
||||
---
|
||||
|
||||
## Referral vs. Affiliate: When to Use Each
|
||||
|
||||
### Customer Referral Programs
|
||||
|
||||
**Best for:**
|
||||
- Existing customers recommending to their network
|
||||
- Products with natural word-of-mouth
|
||||
- Building authentic social proof
|
||||
- Lower-ticket or self-serve products
|
||||
|
||||
**Characteristics:**
|
||||
- Referrer is an existing customer
|
||||
- Motivation: Rewards + helping friends
|
||||
- Typically one-time or limited rewards
|
||||
- Tracked via unique links or codes
|
||||
- Higher trust, lower volume
|
||||
|
||||
### Affiliate Programs
|
||||
|
||||
**Best for:**
|
||||
- Reaching audiences you don't have access to
|
||||
- Content creators, influencers, bloggers
|
||||
- Products with clear value proposition
|
||||
- Higher-ticket products that justify commissions
|
||||
|
||||
**Characteristics:**
|
||||
- Affiliates may not be customers
|
||||
- Motivation: Revenue/commission
|
||||
- Ongoing commission relationship
|
||||
- Requires more management
|
||||
- Higher volume, variable trust
|
||||
|
||||
### Hybrid Approach
|
||||
|
||||
Many successful programs combine both:
|
||||
- Referral program for customers (simple, small rewards)
|
||||
- Affiliate program for partners (larger commissions, more structure)
|
||||
|
||||
---
|
||||
|
||||
## Referral Program Design
|
||||
|
||||
### The Referral Loop
|
||||
|
||||
```
|
||||
┌─────────────────────────────────────────────────────┐
|
||||
│ │
|
||||
│ ┌──────────┐ ┌──────────┐ ┌──────────┐ │
|
||||
│ │ Trigger │───▶│ Share │───▶│ Convert │ │
|
||||
│ │ Moment │ │ Action │ │ Referred │ │
|
||||
│ └──────────┘ └──────────┘ └──────────┘ │
|
||||
│ ▲ │ │
|
||||
│ │ │ │
|
||||
│ └───────────────────────────────┘ │
|
||||
│ Reward │
|
||||
└─────────────────────────────────────────────────────┘
|
||||
```
|
||||
|
||||
### Step 1: Identify Trigger Moments
|
||||
|
||||
When are customers most likely to refer?
|
||||
|
||||
**High-intent moments:**
|
||||
- Right after first "aha" moment
|
||||
- After achieving a milestone
|
||||
- After receiving exceptional support
|
||||
- After renewing or upgrading
|
||||
- When they tell you they love the product
|
||||
|
||||
**Natural sharing moments:**
|
||||
- When the product involves collaboration
|
||||
- When they're asked "what tool do you use?"
|
||||
- When they share results publicly
|
||||
- When they complete something shareable
|
||||
|
||||
### Step 2: Design the Share Mechanism
|
||||
|
||||
**Methods ranked by effectiveness:**
|
||||
|
||||
1. **In-product sharing** — Highest conversion, feels native
|
||||
2. **Personalized link** — Easy to track, works everywhere
|
||||
3. **Email invitation** — Direct, personal, higher intent
|
||||
4. **Social sharing** — Broadest reach, lowest conversion
|
||||
5. **Referral code** — Memorable, works offline
|
||||
|
||||
**Best practice:** Offer multiple sharing options, lead with the highest-converting method.
|
||||
|
||||
### Step 3: Choose Incentive Structure
|
||||
|
||||
**Single-sided rewards** (referrer only):
|
||||
- Simpler to explain
|
||||
- Works for high-value products
|
||||
- Risk: Referred may feel no urgency
|
||||
|
||||
**Double-sided rewards** (both parties):
|
||||
- Higher conversion rates
|
||||
- Creates win-win framing
|
||||
- Standard for most programs
|
||||
|
||||
**Tiered rewards:**
|
||||
- Increases engagement over time
|
||||
- Gamifies the referral process
|
||||
- More complex to communicate
|
||||
|
||||
### Incentive Types
|
||||
|
||||
| Type | Pros | Cons | Best For |
|
||||
|------|------|------|----------|
|
||||
| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
|
||||
| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
|
||||
| Free months | Clear value | May attract freebie-seekers | Subscription products |
|
||||
| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
|
||||
| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
|
||||
| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |
|
||||
|
||||
### Incentive Sizing Framework
|
||||
|
||||
**Calculate your maximum incentive:**
|
||||
```
|
||||
Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
|
||||
```
|
||||
|
||||
**Example:**
|
||||
- LTV: $1,200
|
||||
- Gross margin: 70%
|
||||
- Target CAC: $200
|
||||
- Max reward: ($1,200 × 0.70) - $200 = $640
|
||||
|
||||
**Typical referral rewards:**
|
||||
- B2C: $10-50 or 10-25% of first purchase
|
||||
- B2B SaaS: $50-500 or 1-3 months free
|
||||
- Enterprise: Higher, often custom
|
||||
|
||||
---
|
||||
|
||||
## Referral Program Examples
|
||||
|
||||
### Dropbox (Classic)
|
||||
|
||||
**Program:** Give 500MB storage, get 500MB storage
|
||||
**Why it worked:**
|
||||
- Reward directly tied to product value
|
||||
- Low friction (just an email)
|
||||
- Both parties benefit equally
|
||||
- Gamified with progress tracking
|
||||
|
||||
### Uber/Lyft
|
||||
|
||||
**Program:** Give $10 ride credit, get $10 when they ride
|
||||
**Why it worked:**
|
||||
- Immediate, clear value
|
||||
- Double-sided incentive
|
||||
- Easy to share (code/link)
|
||||
- Triggered at natural moments
|
||||
|
||||
### Morning Brew
|
||||
|
||||
**Program:** Tiered rewards for subscriber referrals
|
||||
- 3 referrals: Newsletter stickers
|
||||
- 5 referrals: T-shirt
|
||||
- 10 referrals: Mug
|
||||
- 25 referrals: Hoodie
|
||||
|
||||
**Why it worked:**
|
||||
- Gamification drives ongoing engagement
|
||||
- Physical rewards are shareable (more referrals)
|
||||
- Low cost relative to subscriber value
|
||||
- Built status/identity
|
||||
|
||||
### Notion
|
||||
|
||||
**Program:** $10 credit per referral (education)
|
||||
**Why it worked:**
|
||||
- Targeted high-sharing audience (students)
|
||||
- Product naturally spreads in teams
|
||||
- Credit keeps users engaged
|
||||
|
||||
---
|
||||
|
||||
## Affiliate Program Design
|
||||
|
||||
### Commission Structures
|
||||
|
||||
**Percentage of sale:**
|
||||
- Standard: 10-30% of first sale or first year
|
||||
- Works for: E-commerce, SaaS with clear pricing
|
||||
- Example: "Earn 25% of every sale you refer"
|
||||
|
||||
**Flat fee per action:**
|
||||
- Standard: $5-500 depending on value
|
||||
- Works for: Lead gen, trials, freemium
|
||||
- Example: "$50 for every qualified demo"
|
||||
|
||||
**Recurring commission:**
|
||||
- Standard: 10-25% of recurring revenue
|
||||
- Works for: Subscription products
|
||||
- Example: "20% of subscription for 12 months"
|
||||
|
||||
**Tiered commission:**
|
||||
- Works for: Motivating high performers
|
||||
- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"
|
||||
|
||||
### Cookie Duration
|
||||
|
||||
How long after click does affiliate get credit?
|
||||
|
||||
| Duration | Use Case |
|
||||
|----------|----------|
|
||||
| 24 hours | High-volume, low-consideration purchases |
|
||||
| 7-14 days | Standard e-commerce |
|
||||
| 30 days | Standard SaaS/B2B |
|
||||
| 60-90 days | Long sales cycles, enterprise |
|
||||
| Lifetime | Premium affiliate relationships |
|
||||
|
||||
### Affiliate Recruitment
|
||||
|
||||
**Where to find affiliates:**
|
||||
- Existing customers who create content
|
||||
- Industry bloggers and reviewers
|
||||
- YouTubers in your niche
|
||||
- Newsletter writers
|
||||
- Complementary tool companies
|
||||
- Consultants and agencies
|
||||
|
||||
**Outreach template:**
|
||||
```
|
||||
Subject: Partnership opportunity — [Your Product]
|
||||
|
||||
Hi [Name],
|
||||
|
||||
I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.
|
||||
|
||||
[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.
|
||||
|
||||
We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].
|
||||
|
||||
Would you be open to learning more?
|
||||
|
||||
[Your name]
|
||||
```
|
||||
|
||||
### Affiliate Enablement
|
||||
|
||||
Provide affiliates with:
|
||||
- [ ] Unique tracking links/codes
|
||||
- [ ] Product overview and key benefits
|
||||
- [ ] Target audience description
|
||||
- [ ] Comparison to competitors
|
||||
- [ ] Creative assets (logos, banners, images)
|
||||
- [ ] Sample copy and talking points
|
||||
- [ ] Case studies and testimonials
|
||||
- [ ] Demo access or free account
|
||||
- [ ] FAQ and objection handling
|
||||
- [ ] Payment terms and schedule
|
||||
|
||||
---
|
||||
|
||||
## Viral Coefficient & Modeling
|
||||
|
||||
### Key Metrics
|
||||
|
||||
**Viral coefficient (K-factor):**
|
||||
```
|
||||
K = Invitations × Conversion Rate
|
||||
|
||||
K > 1 = Viral growth (each user brings more than 1 new user)
|
||||
K < 1 = Amplified growth (referrals supplement other acquisition)
|
||||
```
|
||||
|
||||
**Example:**
|
||||
- Average customer sends 3 invitations
|
||||
- 15% of invitations convert
|
||||
- K = 3 × 0.15 = 0.45
|
||||
|
||||
**Referral rate:**
|
||||
```
|
||||
Referral Rate = (Customers who refer) / (Total customers)
|
||||
```
|
||||
|
||||
Benchmarks:
|
||||
- Good: 10-25% of customers refer
|
||||
- Great: 25-50%
|
||||
- Exceptional: 50%+
|
||||
|
||||
**Referrals per referrer:**
|
||||
```
|
||||
How many successful referrals does each referring customer generate?
|
||||
```
|
||||
|
||||
Benchmarks:
|
||||
- Average: 1-2 referrals per referrer
|
||||
- Good: 2-5
|
||||
- Exceptional: 5+
|
||||
|
||||
### Calculating Referral Program ROI
|
||||
|
||||
```
|
||||
Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs
|
||||
|
||||
Program costs = Rewards paid + Tool costs + Management time
|
||||
```
|
||||
|
||||
**Track separately:**
|
||||
- Cost per referred customer (CAC via referral)
|
||||
- LTV of referred customers (often higher than average)
|
||||
- Payback period for referral rewards
|
||||
|
||||
---
|
||||
|
||||
## Program Optimization
|
||||
|
||||
### Improving Referral Rate
|
||||
|
||||
**If few customers are referring:**
|
||||
- Ask at better moments (after wins, not randomly)
|
||||
- Simplify the sharing process
|
||||
- Test different incentive types
|
||||
- Make the referral prominent in product
|
||||
- Remind via email campaigns
|
||||
- Reduce friction in the flow
|
||||
|
||||
**If referrals aren't converting:**
|
||||
- Improve the landing experience for referred users
|
||||
- Strengthen the incentive for new users
|
||||
- Test different messaging on referral pages
|
||||
- Ensure the referrer's endorsement is visible
|
||||
- Shorten the path to value
|
||||
|
||||
### A/B Tests to Run
|
||||
|
||||
**Incentive tests:**
|
||||
- Reward amount (10% higher, 20% higher)
|
||||
- Reward type (credit vs. cash vs. free months)
|
||||
- Single vs. double-sided
|
||||
- Immediate vs. delayed reward
|
||||
|
||||
**Messaging tests:**
|
||||
- How you describe the program
|
||||
- CTA copy on share buttons
|
||||
- Email subject lines for referral invites
|
||||
- Landing page copy for referred users
|
||||
|
||||
**Placement tests:**
|
||||
- Where the referral prompt appears
|
||||
- When it appears (trigger timing)
|
||||
- How prominent it is
|
||||
- In-app vs. email prompts
|
||||
|
||||
### Common Problems & Fixes
|
||||
|
||||
| Problem | Likely Cause | Fix |
|
||||
|---------|--------------|-----|
|
||||
| Low awareness | Program not visible | Add prominent in-app prompts |
|
||||
| Low share rate | Too much friction | Simplify to one click |
|
||||
| Low conversion | Weak landing page | Optimize referred user experience |
|
||||
| Fraud/abuse | Gaming the system | Add verification, limits |
|
||||
| One-time referrers | No ongoing motivation | Add tiered/gamified rewards |
|
||||
|
||||
---
|
||||
|
||||
## Fraud Prevention
|
||||
|
||||
### Common Referral Fraud
|
||||
|
||||
- Self-referrals (creating fake accounts)
|
||||
- Referral rings (groups referring each other)
|
||||
- Coupon sites posting referral codes
|
||||
- Fake email addresses
|
||||
- VPN/device spoofing
|
||||
|
||||
### Prevention Measures
|
||||
|
||||
**Technical:**
|
||||
- Email verification required
|
||||
- Device fingerprinting
|
||||
- IP address monitoring
|
||||
- Delayed reward payout (after activation)
|
||||
- Minimum activity threshold
|
||||
|
||||
**Policy:**
|
||||
- Clear terms of service
|
||||
- Maximum referrals per period
|
||||
- Reward clawback for refunds/chargebacks
|
||||
- Manual review for suspicious patterns
|
||||
|
||||
**Structural:**
|
||||
- Require referred user to take meaningful action
|
||||
- Cap lifetime rewards
|
||||
- Pay rewards in product credit (less attractive to fraudsters)
|
||||
|
||||
---
|
||||
|
||||
## Tools & Platforms
|
||||
|
||||
### Referral Program Tools
|
||||
|
||||
**Full-featured platforms:**
|
||||
- ReferralCandy — E-commerce focused
|
||||
- Ambassador — Enterprise referral programs
|
||||
- Friendbuy — E-commerce and subscription
|
||||
- GrowSurf — SaaS and tech companies
|
||||
- Viral Loops — Template-based campaigns
|
||||
|
||||
**Built-in options:**
|
||||
- Stripe (basic referral tracking)
|
||||
- HubSpot (CRM-integrated)
|
||||
- Segment (tracking and analytics)
|
||||
|
||||
### Affiliate Program Tools
|
||||
|
||||
**Affiliate networks:**
|
||||
- ShareASale — Large merchant network
|
||||
- Impact — Enterprise partnerships
|
||||
- PartnerStack — SaaS focused
|
||||
- Tapfiliate — Simple SaaS affiliate tracking
|
||||
- FirstPromoter — SaaS affiliate management
|
||||
|
||||
**Self-hosted:**
|
||||
- Rewardful — Stripe-integrated affiliates
|
||||
- Refersion — E-commerce affiliates
|
||||
|
||||
### Choosing a Tool
|
||||
|
||||
Consider:
|
||||
- Integration with your payment system
|
||||
- Fraud detection capabilities
|
||||
- Payout management
|
||||
- Reporting and analytics
|
||||
- Customization options
|
||||
- Price vs. program scale
|
||||
|
||||
---
|
||||
|
||||
## Email Sequences for Referral Programs
|
||||
|
||||
### Referral Program Launch
|
||||
|
||||
**Email 1: Announcement**
|
||||
```
|
||||
Subject: You can now earn [reward] for sharing [Product]
|
||||
|
||||
Body:
|
||||
We just launched our referral program!
|
||||
|
||||
Share [Product] with friends and earn [reward] for each person who signs up. They get [their reward] too.
|
||||
|
||||
[Unique referral link]
|
||||
|
||||
Here's how it works:
|
||||
1. Share your link
|
||||
2. Friend signs up
|
||||
3. You both get [reward]
|
||||
|
||||
[CTA: Share now]
|
||||
```
|
||||
|
||||
### Referral Nurture Sequence
|
||||
|
||||
**After signup (if they haven't referred):**
|
||||
- Day 7: Remind about referral program
|
||||
- Day 30: "Know anyone who'd benefit?"
|
||||
- Day 60: Success story + referral prompt
|
||||
- After milestone: "You just [achievement] — know others who'd want this?"
|
||||
|
||||
### Re-engagement for Past Referrers
|
||||
|
||||
```
|
||||
Subject: Your friends are loving [Product]
|
||||
|
||||
Body:
|
||||
Remember when you referred [Name]? They've [achievement/milestone].
|
||||
|
||||
Know anyone else who'd benefit? You'll earn [reward] for each friend who joins.
|
||||
|
||||
[Referral link]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Measuring Success
|
||||
|
||||
### Dashboard Metrics
|
||||
|
||||
**Program health:**
|
||||
- Active referrers (referred someone in last 30 days)
|
||||
- Total referrals (invites sent)
|
||||
- Referral conversion rate
|
||||
- Rewards earned/paid
|
||||
|
||||
**Business impact:**
|
||||
- % of new customers from referrals
|
||||
- CAC via referral vs. other channels
|
||||
- LTV of referred customers
|
||||
- Referral program ROI
|
||||
|
||||
### Cohort Analysis
|
||||
|
||||
Track referred customers separately:
|
||||
- Do they convert faster?
|
||||
- Do they have higher LTV?
|
||||
- Do they refer others at higher rates?
|
||||
- Do they churn less?
|
||||
|
||||
Typical findings:
|
||||
- Referred customers have 16-25% higher LTV
|
||||
- Referred customers have 18-37% lower churn
|
||||
- Referred customers refer others at 2-3x rate
|
||||
|
||||
---
|
||||
|
||||
## Launch Checklist
|
||||
|
||||
### Before Launch
|
||||
|
||||
- [ ] Define program goals and success metrics
|
||||
- [ ] Design incentive structure
|
||||
- [ ] Build or configure referral tool
|
||||
- [ ] Create referral landing page
|
||||
- [ ] Design email templates
|
||||
- [ ] Set up tracking and attribution
|
||||
- [ ] Define fraud prevention rules
|
||||
- [ ] Create terms and conditions
|
||||
- [ ] Test complete referral flow
|
||||
- [ ] Plan launch announcement
|
||||
|
||||
### Launch
|
||||
|
||||
- [ ] Announce to existing customers (email)
|
||||
- [ ] Add in-app referral prompts
|
||||
- [ ] Update website with program details
|
||||
- [ ] Brief support team on program
|
||||
- [ ] Monitor for fraud/issues
|
||||
- [ ] Track initial metrics
|
||||
|
||||
### Post-Launch (First 30 Days)
|
||||
|
||||
- [ ] Review conversion funnel
|
||||
- [ ] Identify top referrers
|
||||
- [ ] Gather feedback on program
|
||||
- [ ] Fix any friction points
|
||||
- [ ] Plan first optimizations
|
||||
- [ ] Send reminder emails to non-referrers
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
|
||||
If you need more context:
|
||||
1. What type of program are you building (referral, affiliate, or both)?
|
||||
2. What's your customer LTV and current CAC?
|
||||
3. Do you have an existing program, or starting from scratch?
|
||||
4. What tools/platforms are you using or considering?
|
||||
5. What's your budget for rewards/commissions?
|
||||
6. Is your product naturally shareable (involves others, visible results)?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **launch-strategy**: For launching referral program effectively
|
||||
- **email-sequence**: For referral nurture campaigns
|
||||
- **marketing-psychology**: For understanding referral motivation
|
||||
- **analytics-tracking**: For tracking referral attribution
|
||||
- **pricing-strategy**: For structuring rewards relative to LTV
|
||||
615
skills/social-content.md
Normal file
615
skills/social-content.md
Normal file
@@ -0,0 +1,615 @@
|
||||
---
|
||||
name: social-content
|
||||
description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' or 'viral content.' This skill covers content creation, repurposing, and platform-specific strategies."
|
||||
---
|
||||
|
||||
# Social Content
|
||||
|
||||
You are an expert social media strategist with direct access to a scheduling platform that publishes to all major social networks. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
|
||||
|
||||
## Before Creating Content
|
||||
|
||||
Gather this context (ask if not provided):
|
||||
|
||||
### 1. Goals
|
||||
- What's the primary objective? (Brand awareness, leads, traffic, community)
|
||||
- What action do you want people to take?
|
||||
- Are you building personal brand, company brand, or both?
|
||||
|
||||
### 2. Audience
|
||||
- Who are you trying to reach?
|
||||
- What platforms are they most active on?
|
||||
- What content do they engage with?
|
||||
- What problems do they have that you can address?
|
||||
|
||||
### 3. Brand Voice
|
||||
- What's your tone? (Professional, casual, witty, authoritative)
|
||||
- Any topics to avoid?
|
||||
- Any specific terminology or style guidelines?
|
||||
|
||||
### 4. Resources
|
||||
- How much time can you dedicate to social?
|
||||
- Do you have existing content to repurpose (blog posts, podcasts, videos)?
|
||||
- Can you create video content?
|
||||
- Do you have customer stories or data to share?
|
||||
|
||||
---
|
||||
|
||||
## Platform Strategy Guide
|
||||
|
||||
### LinkedIn
|
||||
|
||||
**Best for:** B2B, thought leadership, professional networking, recruiting
|
||||
**Audience:** Professionals, decision-makers, job seekers
|
||||
**Posting frequency:** 3-5x per week
|
||||
**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm
|
||||
|
||||
**What works:**
|
||||
- Personal stories with business lessons
|
||||
- Contrarian takes on industry topics
|
||||
- Behind-the-scenes of building a company
|
||||
- Data and original insights
|
||||
- Carousel posts (document format)
|
||||
- Polls that spark discussion
|
||||
|
||||
**What doesn't:**
|
||||
- Overly promotional content
|
||||
- Generic motivational quotes
|
||||
- Links in the main post (kills reach)
|
||||
- Corporate speak without personality
|
||||
|
||||
**Format tips:**
|
||||
- First line is everything (hook before "see more")
|
||||
- Use line breaks for readability
|
||||
- 1,200-1,500 characters performs well
|
||||
- Put links in comments, not post body
|
||||
- Tag people sparingly and genuinely
|
||||
|
||||
### Twitter/X
|
||||
|
||||
**Best for:** Tech, media, real-time commentary, community building
|
||||
**Audience:** Tech-savvy, news-oriented, niche communities
|
||||
**Posting frequency:** 3-10x per day (including replies)
|
||||
**Best times:** Varies by audience; test and measure
|
||||
|
||||
**What works:**
|
||||
- Hot takes and opinions
|
||||
- Threads that teach something
|
||||
- Behind-the-scenes moments
|
||||
- Engaging with others' content
|
||||
- Memes and humor (if on-brand)
|
||||
- Real-time commentary on events
|
||||
|
||||
**What doesn't:**
|
||||
- Pure self-promotion
|
||||
- Threads without a strong hook
|
||||
- Ignoring replies and mentions
|
||||
- Scheduling everything (no real-time presence)
|
||||
|
||||
**Format tips:**
|
||||
- Tweets under 100 characters get more engagement
|
||||
- Threads: Hook in tweet 1, promise value, deliver
|
||||
- Quote tweets with added insight beat plain retweets
|
||||
- Use visuals to stop the scroll
|
||||
|
||||
### Instagram
|
||||
|
||||
**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
|
||||
**Audience:** 18-44, visual-first consumers
|
||||
**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
|
||||
**Best times:** 11am-1pm, 7-9pm
|
||||
|
||||
**What works:**
|
||||
- High-quality visuals
|
||||
- Behind-the-scenes Stories
|
||||
- Reels (short-form video)
|
||||
- Carousels with value
|
||||
- User-generated content
|
||||
- Interactive Stories (polls, questions)
|
||||
|
||||
**What doesn't:**
|
||||
- Low-quality images
|
||||
- Too much text in images
|
||||
- Ignoring Stories and Reels
|
||||
- Only promotional content
|
||||
|
||||
**Format tips:**
|
||||
- Reels get 2x reach of static posts
|
||||
- First frame of Reels must hook
|
||||
- Carousels: 10 slides with educational content
|
||||
- Use all Story features (polls, links, etc.)
|
||||
|
||||
### TikTok
|
||||
|
||||
**Best for:** Brand awareness, younger audiences, viral potential
|
||||
**Audience:** 16-34, entertainment-focused
|
||||
**Posting frequency:** 1-4x per day
|
||||
**Best times:** 7-9am, 12-3pm, 7-11pm
|
||||
|
||||
**What works:**
|
||||
- Native, unpolished content
|
||||
- Trending sounds and formats
|
||||
- Educational content in entertaining wrapper
|
||||
- POV and day-in-the-life content
|
||||
- Responding to comments with videos
|
||||
- Duets and stitches
|
||||
|
||||
**What doesn't:**
|
||||
- Overly produced content
|
||||
- Ignoring trends
|
||||
- Hard selling
|
||||
- Repurposed horizontal video
|
||||
|
||||
**Format tips:**
|
||||
- Hook in first 1-2 seconds
|
||||
- Keep it under 30 seconds to start
|
||||
- Vertical only (9:16)
|
||||
- Use trending sounds
|
||||
- Post consistently to train algorithm
|
||||
|
||||
### Facebook
|
||||
|
||||
**Best for:** Communities, local businesses, older demographics, groups
|
||||
**Audience:** 25-55+, community-oriented
|
||||
**Posting frequency:** 1-2x per day
|
||||
**Best times:** 1-4pm weekdays
|
||||
|
||||
**What works:**
|
||||
- Facebook Groups (community)
|
||||
- Native video
|
||||
- Live video
|
||||
- Local content and events
|
||||
- Discussion-prompting questions
|
||||
|
||||
**What doesn't:**
|
||||
- Links to external sites (reach killer)
|
||||
- Pure promotional content
|
||||
- Ignoring comments
|
||||
- Cross-posting from other platforms without adaptation
|
||||
|
||||
---
|
||||
|
||||
## Content Pillars Framework
|
||||
|
||||
Build your content around 3-5 pillars that align with your expertise and audience interests.
|
||||
|
||||
### Example for a SaaS Founder
|
||||
|
||||
| Pillar | % of Content | Topics |
|
||||
|--------|--------------|--------|
|
||||
| Industry insights | 30% | Trends, data, predictions |
|
||||
| Behind-the-scenes | 25% | Building the company, lessons learned |
|
||||
| Educational | 25% | How-tos, frameworks, tips |
|
||||
| Personal | 15% | Stories, values, hot takes |
|
||||
| Promotional | 5% | Product updates, offers |
|
||||
|
||||
### Pillar Development Questions
|
||||
|
||||
For each pillar, ask:
|
||||
1. What unique perspective do you have?
|
||||
2. What questions does your audience ask?
|
||||
3. What content has performed well before?
|
||||
4. What can you create consistently?
|
||||
5. What aligns with business goals?
|
||||
|
||||
---
|
||||
|
||||
## Post Formats & Templates
|
||||
|
||||
### LinkedIn Post Templates
|
||||
|
||||
**The Story Post:**
|
||||
```
|
||||
[Hook: Unexpected outcome or lesson]
|
||||
|
||||
[Set the scene: When/where this happened]
|
||||
|
||||
[The challenge you faced]
|
||||
|
||||
[What you tried / what happened]
|
||||
|
||||
[The turning point]
|
||||
|
||||
[The result]
|
||||
|
||||
[The lesson for readers]
|
||||
|
||||
[Question to prompt engagement]
|
||||
```
|
||||
|
||||
**The Contrarian Take:**
|
||||
```
|
||||
[Unpopular opinion stated boldly]
|
||||
|
||||
Here's why:
|
||||
|
||||
[Reason 1]
|
||||
[Reason 2]
|
||||
[Reason 3]
|
||||
|
||||
[What you recommend instead]
|
||||
|
||||
[Invite discussion: "Am I wrong?"]
|
||||
```
|
||||
|
||||
**The List Post:**
|
||||
```
|
||||
[X things I learned about [topic] after [credibility builder]:
|
||||
|
||||
1. [Point] — [Brief explanation]
|
||||
|
||||
2. [Point] — [Brief explanation]
|
||||
|
||||
3. [Point] — [Brief explanation]
|
||||
|
||||
[Wrap-up insight]
|
||||
|
||||
Which resonates most with you?
|
||||
```
|
||||
|
||||
**The How-To:**
|
||||
```
|
||||
How to [achieve outcome] in [timeframe]:
|
||||
|
||||
Step 1: [Action]
|
||||
↳ [Why this matters]
|
||||
|
||||
Step 2: [Action]
|
||||
↳ [Key detail]
|
||||
|
||||
Step 3: [Action]
|
||||
↳ [Common mistake to avoid]
|
||||
|
||||
[Result you can expect]
|
||||
|
||||
[CTA or question]
|
||||
```
|
||||
|
||||
### Twitter/X Thread Templates
|
||||
|
||||
**The Tutorial Thread:**
|
||||
```
|
||||
Tweet 1: [Hook + promise of value]
|
||||
|
||||
"Here's exactly how to [outcome] (step-by-step):"
|
||||
|
||||
Tweet 2-7: [One step per tweet with details]
|
||||
|
||||
Final tweet: [Summary + CTA]
|
||||
|
||||
"If this was helpful, follow me for more on [topic]"
|
||||
```
|
||||
|
||||
**The Story Thread:**
|
||||
```
|
||||
Tweet 1: [Intriguing hook]
|
||||
|
||||
"[Time] ago, [unexpected thing happened]. Here's the full story:"
|
||||
|
||||
Tweet 2-6: [Story beats, building tension]
|
||||
|
||||
Tweet 7: [Resolution and lesson]
|
||||
|
||||
Final tweet: [Takeaway + engagement ask]
|
||||
```
|
||||
|
||||
**The Breakdown Thread:**
|
||||
```
|
||||
Tweet 1: [Company/person] just [did thing].
|
||||
|
||||
Here's why it's genius (and what you can learn):
|
||||
|
||||
Tweet 2-6: [Analysis points]
|
||||
|
||||
Tweet 7: [Your key takeaway]
|
||||
|
||||
"[Related insight + follow CTA]"
|
||||
```
|
||||
|
||||
### Instagram Caption Templates
|
||||
|
||||
**The Carousel Hook:**
|
||||
```
|
||||
[Slide 1: Bold statement or question]
|
||||
[Slides 2-9: One point per slide, visual + text]
|
||||
[Slide 10: Summary + CTA]
|
||||
|
||||
Caption: [Expand on the topic, add context, include CTA]
|
||||
```
|
||||
|
||||
**The Reel Script:**
|
||||
```
|
||||
Hook (0-2 sec): [Pattern interrupt or bold claim]
|
||||
Setup (2-5 sec): [Context for the tip]
|
||||
Value (5-25 sec): [The actual advice/content]
|
||||
CTA (25-30 sec): [Follow, comment, share, link]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Hook Formulas
|
||||
|
||||
The first line determines whether anyone reads the rest. Use these patterns:
|
||||
|
||||
### Curiosity Hooks
|
||||
- "I was wrong about [common belief]."
|
||||
- "The real reason [outcome] happens isn't what you think."
|
||||
- "[Impressive result] — and it only took [surprisingly short time]."
|
||||
- "Nobody talks about [insider knowledge]."
|
||||
|
||||
### Story Hooks
|
||||
- "Last week, [unexpected thing] happened."
|
||||
- "I almost [big mistake/failure]."
|
||||
- "3 years ago, I [past state]. Today, [current state]."
|
||||
- "[Person] told me something I'll never forget."
|
||||
|
||||
### Value Hooks
|
||||
- "How to [desirable outcome] (without [common pain]):"
|
||||
- "[Number] [things] that [outcome]:"
|
||||
- "The simplest way to [outcome]:"
|
||||
- "Stop [common mistake]. Do this instead:"
|
||||
|
||||
### Contrarian Hooks
|
||||
- "Unpopular opinion: [bold statement]"
|
||||
- "[Common advice] is wrong. Here's why:"
|
||||
- "I stopped [common practice] and [positive result]."
|
||||
- "Everyone says [X]. The truth is [Y]."
|
||||
|
||||
### Social Proof Hooks
|
||||
- "We [achieved result] in [timeframe]. Here's how:"
|
||||
- "[Number] people asked me about [topic]. Here's my answer:"
|
||||
- "[Authority figure] taught me [lesson]."
|
||||
|
||||
---
|
||||
|
||||
## Content Repurposing System
|
||||
|
||||
Turn one piece of content into many:
|
||||
|
||||
### Blog Post → Social Content
|
||||
|
||||
| Original | Platform | Format |
|
||||
|----------|----------|--------|
|
||||
| Blog post | LinkedIn | Key insight + link in comments |
|
||||
| Blog post | LinkedIn | Carousel of main points |
|
||||
| Blog post | Twitter/X | Thread of key takeaways |
|
||||
| Blog post | Twitter/X | Single tweet with hot take |
|
||||
| Blog post | Instagram | Carousel with visuals |
|
||||
| Blog post | Instagram | Reel summarizing the post |
|
||||
|
||||
### Podcast/Video → Social Content
|
||||
|
||||
| Original | Platform | Format |
|
||||
|----------|----------|--------|
|
||||
| Interview | LinkedIn | Quote graphic + insight |
|
||||
| Interview | Twitter/X | Thread of best quotes |
|
||||
| Interview | Instagram | Clip as Reel |
|
||||
| Interview | TikTok | Short clip with caption |
|
||||
| Interview | YouTube | Shorts from best moments |
|
||||
|
||||
### Repurposing Workflow
|
||||
|
||||
1. **Create pillar content** (blog, video, podcast)
|
||||
2. **Extract key insights** (3-5 per piece)
|
||||
3. **Adapt to each platform** (format and tone)
|
||||
4. **Schedule across the week** (spread distribution)
|
||||
5. **Update and reshare** (evergreen content can repeat)
|
||||
|
||||
---
|
||||
|
||||
## Content Calendar Structure
|
||||
|
||||
### Weekly Planning Template
|
||||
|
||||
| Day | LinkedIn | Twitter/X | Instagram |
|
||||
|-----|----------|-----------|-----------|
|
||||
| Mon | Industry insight | Thread | Carousel |
|
||||
| Tue | Behind-scenes | Engagement | Story |
|
||||
| Wed | Educational | Tips tweet | Reel |
|
||||
| Thu | Story post | Thread | Educational |
|
||||
| Fri | Hot take | Engagement | Story |
|
||||
| Sat | — | Curated RT | User content |
|
||||
| Sun | — | Personal | Behind-scenes |
|
||||
|
||||
### Monthly Content Mix
|
||||
|
||||
- Week 1: Launch/announce something (if applicable)
|
||||
- Week 2: Educational deep-dive
|
||||
- Week 3: Community/engagement focus
|
||||
- Week 4: Story/behind-the-scenes
|
||||
|
||||
### Batching Strategy
|
||||
|
||||
**Weekly batching (2-3 hours):**
|
||||
1. Review content pillar topics
|
||||
2. Write 5 LinkedIn posts
|
||||
3. Write 3 Twitter threads + daily tweets
|
||||
4. Create Instagram carousel + Reel ideas
|
||||
5. Schedule everything
|
||||
6. Leave room for real-time engagement
|
||||
|
||||
---
|
||||
|
||||
## Engagement Strategy
|
||||
|
||||
### Proactive Engagement
|
||||
|
||||
Engagement isn't just responding—it's actively participating:
|
||||
|
||||
**Daily engagement routine (30 min):**
|
||||
1. Respond to all comments on your posts (5 min)
|
||||
2. Comment on 5-10 posts from target accounts (15 min)
|
||||
3. Share/repost with added insight (5 min)
|
||||
4. Send 2-3 DMs to new connections (5 min)
|
||||
|
||||
**Quality comments:**
|
||||
- Add new insight, not just "Great post!"
|
||||
- Share a related experience
|
||||
- Ask a thoughtful follow-up question
|
||||
- Respectfully disagree with nuance
|
||||
|
||||
### Building Relationships
|
||||
|
||||
- Identify 20-50 accounts in your space
|
||||
- Consistently engage with their content
|
||||
- Share their content with credit
|
||||
- Eventually collaborate (podcasts, co-created content)
|
||||
|
||||
### Handling Negative Comments
|
||||
|
||||
- Respond calmly and professionally
|
||||
- Don't get defensive
|
||||
- Take legitimate criticism offline
|
||||
- Block/mute trolls without engaging
|
||||
- Let community defend you when appropriate
|
||||
|
||||
---
|
||||
|
||||
## Analytics & Optimization
|
||||
|
||||
### Metrics That Matter
|
||||
|
||||
**Awareness:**
|
||||
- Impressions
|
||||
- Reach
|
||||
- Follower growth rate
|
||||
|
||||
**Engagement:**
|
||||
- Engagement rate (engagements / impressions)
|
||||
- Comments (higher value than likes)
|
||||
- Shares/reposts
|
||||
- Saves (Instagram)
|
||||
|
||||
**Conversion:**
|
||||
- Link clicks
|
||||
- Profile visits
|
||||
- DMs received
|
||||
- Leads/conversions attributed
|
||||
|
||||
### What to Track Weekly
|
||||
|
||||
- [ ] Top 3 performing posts (why did they work?)
|
||||
- [ ] Bottom 3 posts (what can you learn?)
|
||||
- [ ] Follower growth trend
|
||||
- [ ] Engagement rate trend
|
||||
- [ ] Best posting times (from data)
|
||||
- [ ] Content pillar performance
|
||||
|
||||
### Optimization Actions
|
||||
|
||||
**If engagement is low:**
|
||||
- Test new hooks
|
||||
- Post at different times
|
||||
- Try different formats (carousel vs. text)
|
||||
- Increase native engagement with others
|
||||
- Check if content matches audience interest
|
||||
|
||||
**If reach is declining:**
|
||||
- Avoid external links in post body
|
||||
- Increase posting frequency slightly
|
||||
- Engage more in comments
|
||||
- Test video/visual content
|
||||
- Check for algorithm changes
|
||||
|
||||
---
|
||||
|
||||
## Platform-Specific Tips
|
||||
|
||||
### LinkedIn Algorithm Tips
|
||||
|
||||
- First hour engagement matters most
|
||||
- Comments > reactions > clicks
|
||||
- Dwell time (people reading) signals quality
|
||||
- No external links in post body
|
||||
- Document posts (carousels) get strong reach
|
||||
- Polls drive engagement but don't build authority
|
||||
|
||||
### Twitter/X Algorithm Tips
|
||||
|
||||
- Replies and quote tweets build authority
|
||||
- Threads keep people on platform (rewarded)
|
||||
- Images and video get more reach
|
||||
- Engagement in first 30 min matters
|
||||
- Twitter Blue/Premium may boost reach
|
||||
|
||||
### Instagram Algorithm Tips
|
||||
|
||||
- Reels heavily prioritized over static posts
|
||||
- Saves and shares > likes
|
||||
- Stories keep you top of feed
|
||||
- Consistency matters more than perfection
|
||||
- Use all features (polls, questions, etc.)
|
||||
|
||||
---
|
||||
|
||||
## Content Ideas by Situation
|
||||
|
||||
### When You're Starting Out
|
||||
|
||||
- Document your journey
|
||||
- Share what you're learning
|
||||
- Curate and comment on industry content
|
||||
- Ask questions to your audience
|
||||
- Engage heavily with established accounts
|
||||
|
||||
### When You're Established
|
||||
|
||||
- Share original data and insights
|
||||
- Tell customer success stories
|
||||
- Take stronger positions
|
||||
- Create signature frameworks
|
||||
- Collaborate with peers
|
||||
|
||||
### When You're Stuck
|
||||
|
||||
- Repurpose old high-performing content
|
||||
- Ask your audience what they want
|
||||
- Comment on industry news
|
||||
- Share a failure or lesson learned
|
||||
- Interview someone and share insights
|
||||
|
||||
---
|
||||
|
||||
## Scheduling Best Practices
|
||||
|
||||
### When to Schedule vs. Post Live
|
||||
|
||||
**Schedule:**
|
||||
- Core content posts
|
||||
- Threads
|
||||
- Carousels
|
||||
- Evergreen content
|
||||
|
||||
**Post live:**
|
||||
- Real-time commentary
|
||||
- Responses to news/trends
|
||||
- Engagement with others
|
||||
- Anything requiring immediate interaction
|
||||
|
||||
### Queue Management
|
||||
|
||||
- Maintain 1-2 weeks of scheduled content
|
||||
- Review queue weekly for relevance
|
||||
- Leave gaps for spontaneous posts
|
||||
- Adjust timing based on performance data
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
|
||||
If you need more context:
|
||||
1. What platform(s) are you focusing on?
|
||||
2. What's your current posting frequency?
|
||||
3. Do you have existing content to repurpose?
|
||||
4. What content has performed well in the past?
|
||||
5. How much time can you dedicate weekly?
|
||||
6. Are you building personal brand, company brand, or both?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **copywriting**: For longer-form content that feeds social
|
||||
- **launch-strategy**: For coordinating social with launches
|
||||
- **email-sequence**: For nurturing social audience via email
|
||||
- **marketing-psychology**: For understanding what drives engagement
|
||||
Reference in New Issue
Block a user