how I'd grow Storycreator

May 6, 2020

Storycreator is an online video editor.

It allows anyone to create a beautiful video with animated text and subtitles ready to be used on social media.

The product is new, having only recently launched and is trying to acquire its first customers.

Although it feels high-quality, I think they haven’t nailed down its positioning yet, and this is their biggest problem at the moment.

It’s a tool for everyone and no one.

Start solving a problem: who needs to create social content every day to justify paying for Storycreator?

Their competitor, Wavve, niched down and it’s successful. Their website makes the audience and the benefits clear.

IMHO, a great niche for Storycreator would be small eCommerce stores. They need to share new content every day, but don’t have the budget to shoot lots of videos.

Once you’ve found the best niche, make the homepage copy speak explicitly to them, and show an example of the end result.

One of the main benefits the copy should address is: the tool allows eCommerce stores to easily turn product images into cool video ads that drive sales.

Pro tip: adding a no-signup demo is a great idea, but once a visitor clicks, they need to know what to do, or they’ll drop off.

Inserting an on-screen guide that clearly explains what to do step-by-step eliminates friction and it can literally double your signups.

To get the first customers, I’d start with direct outreach.

I’d go on Instagram, where Storycreator’s target audience lives, and look for small eCommerce brands that only post images.

Then I’d create a custom video for them, and send it with a special offer.

I’d then leverage FB groups, and discuss giving away free videos to members with moderators.

Once the videos are done, I’d post the best ones into the community. Other members will want one too.

They should also hang out in online communities, and monitor them so they can jump in when someone asks a related question.

This is a non-spammy way to plug your website. It has the added benefits of helping people, and building up a good reputation.

When you’re new and your product isn’t really newsworthy, a side project can drive attention if it’s related to the main product.

In this case, a collection of the best ad creatives out there (not necessarily made by Storycreator) that people could use as an inspiration.

The most important part of side project marketing is promotion.

List all the relevant influencers, and contact them. If your side project truly adds value, they’ll want to amplify it.

Plus, this will help you get some brand awareness on social media, and build links for SEO.

Paid ads should be part of the mix too. You have a tool to create stunning video ads… use it for your own benefit!

What greater incentive for someone to convert than making it evident that a great ad was made with Storycreator?

Video ads on FB and IG are great for retargeting visitors.

They could create an exclusive offer to people who saw at least 50% of the video but didn’t convert. For example, create 1 video free without the watermark.

I’d also start working on search engine traffic immediately.

When you have a completely new website the first thing you need to do is start producing content to cast a wide net.

Establish a reasonable content calendar like 1 or 2 posts per week, and go all in.

What should Storycreator write about? In this phase, content interesting to your niche, but also content that could bring results quickly.

It’s better using the so-called pain-point SEO approach.

Go after keywords with high intent, rather than high volume.

When traffic starts growing, they can add other types of content into the mix, with more volume and less intent.

This content will still be relevant to their audience and drive visitors, although with a lower (immediate) conversion potential.

Learn marketing from case studies

Every two weeks I pick a website and write a short case study explaining exactly how I’d grow it