To Drive Early-Stage Growth, Take a Jobs-to-Do Marketing Approach – TechCrunch

The Jobs To Be Done (JTBD) provides a framework to define, categorize, capture, and organize all of your customer needs.

It teaches us to think about user needs and develop a product to meet those needs. The framework also allows us to communicate with the user through the lens of the tasks they are looking to accomplish and keep us focused on developing features that align with what they need.

Here are three ways an early-stage startup can use the JTBD framework for marketing:

  • Get initial organic traffic for the website.
  • Increase the conversion of information pages.
  • Increase the virality of the product.

How to use JTBD in an early stage of SAAS

The startup I’m building aims to develop an ecosystem of apps for sales and accounting automation, each of which can solve a specific problem. These apps are integrated under the hood to allow customers to use other apps for related tasks.

For example, when a customer uses our invoice creation app, we automatically pull their income and accounts receivable information into our personal finance app, should they opt in. And if the user needs to track mileage in the future, he can simply download our Mileage Tracker app, and all his information will already be there.

We employ the same approach for our marketing.

Optimize your website with JTBD keywords for SEO

To get traffic on a small budget, you must first analyze what your potential users need to do, find out how they search for ways to accomplish these tasks, and use those keywords on your website.

For example, instead of fighting for the keyword “best invoice maker” in SEO for our invoice maker app, we could use more direct search terms like “blank printable invoice” or “medical records invoice template” .

Applying the JTBD framework for search queries, we hypothesize that many people want to find an invoice template for specific services, such as plumbing or medical records. These search terms are all very similar, but this is how people search for solutions.

So we created simple landing pages with invoice templates for different industries and tasks. We now have hundreds of these templates and they generate 80% of our new incoming traffic.

After doing this for six months, we saw:

  • 300,000 website visits through searches per month.
  • 25% conversion of incoming traffic into views of our templates.
  • Landing pages made with the JTBD framework converted more than 15% of visitors to registration.

Search engine traffic to our templates is growing much faster than that to our blogs, as template pages have great features in terms of display time and page interactions.

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