From scrappy growth hacking start-up to big budget marketer. This was the case when starting marketing at Airtasker. Airtasker is a two-sided marketplace, we have two types of customers we need to acquire, those who post tasks, and those who complete them, we always next the right mix of these for us to add value. Heavily focused on channels like SEO, paid search and performance display. Airtasker changes the way that services are exchanged. We are breaking the mould of existing local services and are now able to provide a place to get things done, that you have never been able to find someone to do them for you before. Here on in our marketing evolved and we started to tell the story of Airtasker being the platform where you can get anything done, we started collect some great case studies and stories to help with this, of real people doing amazing and interesting tasks on the platform. We needed big platforms with impact to be able to tell such a story as this was a hard story to tell within performance digital marketing channels. In mid 2015, we refreshed the Airtasker brand, logo, values and developed the tagline “Get More Done”, this was our platform to begin to tell a story that was relevant to the lives of our members. As our brand has evolved, so has our team.
Growing a startup with limited marketing budget is a hard ask, especially when your company’s survival can hinge on its metrics.
This is why technology companies are choosing to use a plethora of digital marketing platforms and growth hacking tactics to get some early runs on the board, so they can show some short-term growth back to their investors.
After all, you’re running month to month when you’re a startup, so any growth is a win.
Startup marketers are quick to dismiss traditional channels such as TV, and are focused on short-term growth driving channels to fuel their addiction to Google Analytics.
This was the case when starting marketing at Airtasker. For Airtasker, our initial growth was crucial because customer acquisition is part of the product that you are selling, so it needs to be considered from day one.
Airtasker is a two-sided marketplace, we have two types of customers we need to acquire, those who post tasks, and those who complete them, we always next the right mix of these for us to add value. Two-sided marketplaces are just like a nightclub. You need to create hype and to tell people there’s a great party going on inside. You need to acquire the right mix of people on both sides of the market at a balanced rate. For us, it’s workers and job posters. Think about it: if you have an amazing club, with great cocktails and a great DJ but there’s no one inside dancing, well, it’s just lame. We had to get people in and get the party started (even though it was small to start off with) and get them dancing, but Airtasker has grown into something much much bigger along the way.
Before you can disrupt existing behaviours, we had to start by giving people what they already know they want. When we launched in 2012, our early marketing efforts revolved around absorbing demand that already existed based on what they were already searching for – cleaners, removalists, gardeners, dog walkers. Heavily focused on channels like SEO, paid search and performance display. Every search was a potential customer which knew what they wanted, so we had an opportunity to provide…