In this episode, Steli and Hiten share tips and tactics that keep your customers up-to-date with your products or services. Listen and learn from Steli and Hiten’s own personal experience of what works, what doesn’t work, and the feasible, clear-cut methods you can easily employ to keep your clients in the loop.
Time Stamped Show Notes:
- 00:36 – “One of the most painful things that can happen is a client unsubscribing because your product is lacking some feature…”
- 01:04 – Failing in educating your customers
- 02:03 – It’s tough as a customer to be educated in a product’s new features
- 02:32 – Hiten shares his pet peeve – bugging customers in the wrong ways
- 03:14 – Unnecessary pop ups and product update notices can frustrate customers
- 04:38 – Steli shares about his own experience
- 05:43 – Do something much more simple – Drift as an example
- 06:26 – In 2006, Crazy Egg had a top bar that had an update sharing what they changed with the product
- 07:49 – “If you’re not logging into your product and seeing these messages, then you’re probably not doing your job”
- 08:51 – The methods that used to work may not work anymore
- 09:10 – Share your updates on Facebook and Twitter
- 09:21 – Find a way to write great posts regarding your updates
- 10:44 – Break up your upgrades up into “checkers” and “chess” categories
- 12:00 – Bundle small changes together and frame it saying “these are all the bugs we’ve fixed”
- 12:30 – Try using mobile app update posts
- 13:07 – Big changes are defined by feature launches, think about creative ways to launch
- 13:40 – Product Hunt is a great way to use for releases
- 13:55 – Do weekly updates
- 15:21 – Send less generic newsletters
- 16:25 – Spend time on the copy and framing of your updates
- 17:21 – Tell customers about new support articles you created
- 18:49 – Have a public road map that tells customers what you’re going to do
- 19:35 – Have a public change log
- 20:21 – Reduce churn by keeping your customers up-to-date
- 21:31 – Find people who aren’t using a feature and send them a specialized email
- 24:22 – Get the engineers and product people telling us what they’ve built and how they feel about it
- 24:50 – Do the next, logical, feasible thing you CAN do, not the coolest
3 Key Points:
- Make the effort to EDUCATE your customers with changes you’ve made to your product.
- Cut the unnecessary stuff—pop ups, product update notices, etc.
- Break updates into small changes and big changes and FOCUS on how you FRAME the information to your customers.