This will be content that users will generate for Hotjar and will be distributed by users. This will be one of the avenues for Hotjar to build trust with Hotjar’s audience. User-Generated
What is being created?
Social Media Posts
These are posts by advocates of Hotjar, talking about pros and cons, why to use, recommendations etc. When influencers with higher number of followers mention Hotjar in their posts, their followers share it, start using it thus creating a loop.
E.g.: Post by Pawel Huryn: 80k+ followers on LinkedIn
Independent third party sites, media companies and Hotjar integration partners organically write about Hotjar to help their users understand the benefits of tools that they use.
Reviews given by existing users of Hotjar on G2, Capterra, TrustRadius
This is one of the most trusted user-generated content. When users give reviews on sites like G2, Capterra etc. they are not just representing themselves but also their employers.
Short-form and long-form videos
There are multiple independent influencers and freelancers who create such content to talk about how Hotjar helps them, how to set it up etc. This too, is a great source of creating content loops.
YouTube influencers such as CharliMarieTV- 220K Subscribers
YouTube shorts
Podcasts
Podcasts have taken off quite a bit in recent years and many folks prefer listening to content rather than reading since it can be done on the go. Hotjar has had an interesting growth story and it continues to do so, and there are podcasters who have started to capture it.
How will new content be created?
Media Companies
Digital Marketing Agencies
Influencers and Freelancers
Hotjar ICPs
Integration partners such as Zapier, HubSpot, Shopify etc.
Who will distribute and how will it be distributed?
Users and their networks will be the primary source and will distribute via the following channels:
Google SEO ranking for blogs and articles
Social Media
YouTube
Spotify, Amazon Music, Google podcasts, iTunes
Review sites such as G2, Capterra, TrustRadius
How will the discovery work?
User searches for a related CRO use-case
User finds at least one of these pieces of content (depending on the use case)
User clicks through, finds relevance to be high and decides to explore further
Lands on the intended landing page and converts into SQL
📌
Currently, Hotjar is not extensively working on regulating this space and this can definitely be leveraged to increase their reach and potentially have more conversions.
Influencer content partnerships and incentive programs can be leveraged
To begin with, an influencer program for YouTube content creators is scoped out below
Influencer program for YouTube Content Creators
Why is this an important source?
Our ICPs are generally people who have to keep innovating and come up with newer ideas to make things work in their teams. For educating themselves and building on ideas, they generally refer to YouTube videos as and when required and this is where our partnership will fit in.
Selection criteria:
Small-scale influencers: 1K to 50K followers
Mid-scale influencers: 51K to 100K followers
Large-scale influencers: 101K to 200K followers
Celebrities: More than 200K followers
The following creators can be reached out in M0, to begin with:
How will the program work?
Rewards/Incentives
30% discount for users who sign up & upgrade to a paid plan (within the first 20 days) via their referral link
Small commission on every sign-up via their link
Plan→
(Observe+Ask)
Commission (10% of Avg. Plan Price)
Small Scale Influencers
Plus
10% of ($32 + $48)/2) = $4
Medium Scale Influencers
Business
10%of ($80 + $64)/2) = $7
Large Scale Influencers
Scale
10% of ($171 + $155)/2) = $16
Celebrity Influencers
Scale
15% of ($171 + $155)/2) = $25
Opportunity to create YouTube videos with the Hotjar team
Primary reach outs will be done via emails explaining the influencer program
A quick call may be scheduled after this if the content creators have any questions
Upon signing the contract, a welcome email along with reference materials such as usable links to relevant help articles and blogs, free shareable templates, details of the plan allocated, and their referral link would be sent.
Detailed mockup of emails in the following sections
Contract details
Contract will be in line with partnership contracts that Hotjar’s legal team will take care of.
What can potentially break this partnership?
Representing as Hotjar employee
Misrepresentation of the Hotjar brand
Signing up with a brand which has conflict of interest with Hotjar
Sharing Hotjar related confidential information without appropriate permissions
Any other reasons that violate the terms and conditions of the contract
Other considerations
Number of videos created: 2
What can they share along with their video: Templates+ their discount link/code
Who will co-create from the Hotjar team: Product Marketer, Product Manager, Growth Manager, CSMs
Frequency of this collaboration: Once-a-month specials
