Which sub-channels and why?
With Acquisition, we are trying to solve three things:
- Increase Discoverability: Initiating Partnerships with Accelerators and VCs to increase the Discoverability of Hotjar in its BCP - Start-ups. This will build familiarity and stickiness for the product
- Increase Trust: Launching Hotjar’s Community called Through the Looking Jar to bring together Product, Marketing, Growth and Design teams focused on Conversion Rate Optimization. In addition, this will also serve as a live support channel, solving for customer frustrations about support
- Conversion:
- Organic Strategy: Hotjar’s organic channel attracts 36.8% of its total traffic. With partnership and community adding to the organic visits to the site, organic strategy will aim to maintain the current traffic, and also improve the reach with new keyword groups
- Account-Based Marketing: This will be a pure conversion focused strategy, aiming to capture 30% Enterprise sales via Events, Sales Team and Partners.
- Paid Ads: Hotjar does not do paid ads in India, however, VWO, Inspectlet, and Mouseflow which are indirect or smaller players in this space are doing paid ads that show up on Hotjar-ranked keywords. So, this is a whitespace for Hotjar to capture.
