How optimizing growth loops can get you more users and customers -- Chang Chen, Head of Marketing at Otter

MORE FROM OTTEROtter empowers your team with real-time, accurate notes that are stored in one central, secure, and searchable place so you can be more engaged, collaborative, and productive.Learn more at otter.aiReach out to Chang at linkedin.com/in/ccchangchen/GUEST BACKGROUNDChang built and led the team at Otter.ai for both B2C and B2B growth & marketing. She scaled the ARR from tens of thousands to double-digit millions and grew the individual user base from 20k to several million in 10 months.MAIN INSIGHTPrioritize the native growth loops in the product before investing in external marketing channels. That way, your customer will promote your product and increase retention.KEY TAKEAWAYSOptimize your growth loops before doing traditional marketing (paid ads, content marketing, etc.)If you do traditional marketing without enhancing your growth loops, you’ll end up with a leak in your funnel that will make you lose customersIdentify the type of users that will likely promote your product to other peopleThe users should be able to build and contribute to more networks and usersPRACTICAL STEPSStay focused on improving your product and optimizing growth loops before going to other marketing tactics such as paid ads, content marketing, etc.Look into the product and see how you can design the growth loops to be embedded into the users' flow while retaining enough friction to encourage them to upgrade their plan to a paid planAdd more growth loops, such as:Not interrupting the user to keep the user’s trustGive them the NEED to share your productIdentify the “AHA” moments of your users and make sure that they get and share those benefitsAfter optimizing your growth loops, it's time to accelerate and get more traffic using traditional marketingTIPS FOR SUCCESSUnderstand user behavior and how you can give enough value without interfering with the existing user behavior while maintaining a proper amount of friction so users upgrade their planGive before you askGive feedback on this episode by sending the host a text message.SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast