Product-led Growth (PLG) has been increasing in popularity off-late, and with all the changes happening to the marketing in the age of AI, PLG is slowly becoming a larger part of a company’s marketing strategy.
PLG is how you place your product in the customers’ buying journey. Using PLG is a great way to increase conversion, and customer stickiness. By now, you know the importance of PLG, and you might want to know the answer to the question: “How to start a PLG motion in my company”. Like everything in a product building journey, starting a PLG motion is easy, sustaining it isn’t.
To help you start, sustain, and double-down on a PLG motion at your company, we have arrived at these seven crucial principles of product-led growth that can work even when you scale exponentially in a short period of time.
7 product-led growth principles
1. User experience is primal
Providing one of the best user-experience from the first button click to the last tab closure process is crucial for a PLG motion to work. For you to build a great user experience, you are going to have to think and build your product with the customer at the center. How do you do that? It’s simple, just keep answering: “Is it easy for the customer to understand what they are doing?”. If the answer is yes, you are inching closer to the best customer experience possible in your industry vertical.
2. Present information to the customer
“Don’t make the customer think”. Instead of assuming that your customers are going to constantly spend time seeking information, you have to preemptively present the relevant information to them wherever possible. This saves time for the customer, and since this is not something all the products in your vertical would care about, the stickiness of the customer increases exponentially.
3. Get customer to “I did it” moments faster
Every customer spends time signing up for a product to gain or achieve something. They see some value in spending their time on your product, and it is our job to get them to the value they are seeking as soon as you can. For example, at FeatureOS , as soon as a new customer signs up, they are taken directly to the admin dashboard where they go through a small activity which gives them a feeling of managing feedback quickly, easily, and efficiently.
4. Encourage customers to share
Design your product to make sharing natural, turning customers into ambassadors who help grow your community. This brings virality to your product, and makes the customer feel like they have found something others haven’t. It puts them in power.
5. Buying a plan should be seamless
Structure your product so that choosing to pay feels like an obvious and beneficial step forward for the customer. For example, you can choose to turn an action button for a feature that is available on a higher plan into an upgrade button. This way, the customer can easily upgrade right then and there and “continue” using your product without having to move to another window and lose context.
6. Build a solid continuous feedback loop
Every customer deserves to be heard. If a customer is willing to spend time giving you feedback for free, which eventually improves your product, their time needs to be valued. Make it easy for them to give you product feedback. You can do that via a feedback portal or a feedback widget.
Sometimes, multiple customers might have the same feedback for you, and this happens to most products. To save their time and your time, you can implement a feature voting tool to have customers simply vote on features, and help you evaluate what to build next.
Ultimately, you gotta close the customer feedback loop , which is to listen to the customers’ feedback, act on it, and make appropriate changes to your product.
7. Value customers’ time. Always.
Your customers’ time is valuable more than the plan they purchase. Providing a empathetic, prompt, and easy-to-reach customer support is your biggest USP when it comes to a product-led growth motion.
Got some principles in mind that you want to contribute? Reach out to us , and we can collaborate on this product-led growth (PLG) motion principles article.