How I'd grow Sequence

April 10, 2024

Sequence is a tool that provides a bird's-eye view of all your finances.

By connecting all of your accounts it allows you to view how your finances are distributed with a dynamic money map.

Then you can set rules with conditional logic to automatically allocate money by percentage, date, or priority.

The goal is to make it easier for people to optimize their financial strategy.

The product works with all sorts of checking, savings, brokerage, credit card, crypto wallet, etc.

I'll be honest, the headline doesn't work.

"Supercharge your money" doesn't mean anything. "Financial router" is a term people aren't familiar with.

Considering that the subheading is pretty good and works well to explain how Sequence works, I'd go with something basic but easy to understand at a first glance like "Keep your finances under control".

The choice of putting an animation on their hero section is a good idea because as soon as I land on the page the moving elements catch my attention and I immediately understand what the product is all about

I was thinking that for a tool like this having an ungated demo with dummy data to play with would be cool.

Then I realized they already have one. I casually discovered it by clicking on a link in their menu bar.

This is amazing but also a missed opportunity as it should be front and center on their hero section.

Considering that they don't offer a free plan or a free trial, it would be super helpful to help people overcome the friction of signing up and paying straight away.

They should definitely put a secondary CTA "Play with a demo" next to the sign-up button

While the landing page overall does a good job at describing the product, it falls a bit short at countering possible objections visitors might have.

It's one of the best ways to improve conversion rate, and I think it's especially important for Sequence.

I'd be really scared to connect all my financial accounts to a site I found on the internet. The biggest objection would be not being sure if I can trust them.

Show me the company behind the project, who the team is with pics, bio, and social media handles, a physical office with an address and a phone number, etc.

There's nothing that builds trust on the About page, just some copy on how managing money is hard

This is a product that some people might buy the first time they see it. But the reality is that most people won't. So it's important for Sequence to at least get their email addresses.

I'd probably use a lead magnet. People underestimate them, and I can't blame them. Most of them suck.

But if you invest some time and resources into creating something that stands out, people are more than willing to give their email in exchange for it.

For example they could commission a financial expert to create a 10-lesson series on the principles everyone should know about managing their finances.

The rule to create a successful lead magnet is that it should be as good as a book for sale

To get attention Sequence could try building some free side projects.

The requirements to choose what to build would be:

- To be correlated to the product they sell
- To attract visitors who are problem-aware

An idea might be to start creating some personal finance templates.

There are a lot of templates like this but many are for sale, so giving away some that are as good as them but for free could definitely catch attention

This could also be very useful because a traditional search strategy might be problematic here.

Sequence is a new product and there isn't demand for commercial keywords. People don't know that a product like this exists so obviously they aren't searching for it.

There's a lot of demand for educational keywords but it's a super competitive niche and they wouldn't be able to compete with sites that have 100x their links.

So building free side projects could also have the added benefit of ranking for less competitive keywords.

All the people actively searching for keywords like this might be potentially good customers to upgrade from spreadsheets to a product like Sequence

Sequence only posted a few short-form videos on social media, and while the majority flopped one of them did well with up to 200k views.

Analyzing why it did so well there's a clear pattern that stands out:

- It calls out a problem people have (manage finances)
- It offers a solution (do it visually)
- It's backed up by an image that lets people immediately understand the product

They should look for more creative ideas that follow the same format but with different angles and do more of them.

When you finally find something that works on social media, it's important to find a balance between repeating yourself to get results and keep innovating to not annoy your audience

I'd also use social media to run ads to reach specific people with different use cases that might be interested in the product.

Doing this would require a custom creative for each angle: one for shared households, one for small businesses, one for financial advisors, etc.

A good creative is what makes or breaks a campaign, so it's vital to come up with something that feels very native and blends with the organic content in the feed.

Since it's a new product the goal wouldn't only be to be profitable but also to help get valuable data on what use case resonates the most.

The problem with the ads they're running right now is that they look too much like ads and most will just skip them

The data gathered from ads will also be used to inform their partnership strategy with creators.

I'd pick the use case that got the best results and find people who are creating content around that topic.

I'd contact them to introduce Sequence to their audience, since ads have proven that they're among the most receptive segments.

The right channel to select creators from would also depend on this. If it's financial advisors they might be looking to LinkedIn, while if it's shared households it might be Instagram.

Given the same budget in my experience spreading it across multiple smaller influencers gives better results than going for one or two with huge audiences

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it