Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on how to best test your MVP document scanning app and validate your idea with limited funding. I understand it's a challenge to navigate paid social media effectively, especially pre-launch. I'll focus on providing a strategy for the quickest and leanest approach to see if there's demand for your app.
We'll need to look at a lean LinkedIn campaign...
Given your B2B focus for a document scanning app, LinkedIn is definately where I'd say you should start. It might not seem the most exciting, but the targeting options are pretty much unmatched for reaching specific business users.
Think of this initial phase as a series of tests, not a full-blown campaign launch. The goal is to gather data, not necessarily aquire thousands of users straight away. Allocate a small budget per test, and be prepared to kill off underperforming ads quickly.
Targeting Specific Job Titles:
The key to LinkedIn is being super specific with your targeting. Forget broad demographics for now. Focus on job titles most likely to be involved in document management. I'm thinking along the lines of:
- -> Office Managers
- -> Legal Assistants
- -> Accountants
- -> Administrative Assistants
You get the idea. The more specific you are, the more relevant your ads will be, and the better your chances of getting meaningful data.
A/B Test Different Value Propositions:
This is where you'll test your core assumptions about what customers want. Create multiple ad variations, each highlighting a different benefit of your app. For instance:
- -> Ad 1: Focus on time savings ("Cut document processing time by 50%")
- -> Ad 2: Focus on cost savings ("Reduce document storage costs by X%")
- -> Ad 3: Focus on improved accuracy ("Eliminate errors with automated scanning")
Run these ads simultaneously to the same target audience and see which ones get the most clicks and sign-ups. Make sure that each of your value propositions is truly appealing.
Tracking and Analytics:
Don't forget to install conversion tracking on your landing page so you can measure which ads are actually leading to sign-ups. This data is crucial for making informed decisions and optimising your campaign. You wanna see which benefits people are actually clicking on.
I'd say you create a simple landing page...
For this initial validation phase, you don't need a fancy, expensive website. A simple landing page will do the trick. I'd focus on clarity, not flashy design.
Key Elements:
- -> Clear Headline: State the core value proposition of your app in a concise and compelling way.
- -> Brief Explanation: Explain what the app does and how it solves a specific problem for your target audience.
- -> Visuals: Include a screenshot or a short video demo of the app in action.
- -> Call to Action: Make it clear what you want visitors to do (e.g., "Sign up for early access," "Request a demo").
- -> Email Capture Form: Collect email addresses so you can follow up with interested leads.
You can use tools like Leadpages, Unbounce or even just a simple Google Form to create a landing page quickly and affordably. Make sure its mobile responsive! Alot of people will be looking at it on their phone.
You probably should offer an incentive...
To encourage people to sign up for early access, consider offering an incentive. This could be a discount on the app, a free trial, or access to exclusive features. This is especially important if you don't have much in the way of social proof yet (like testimonials or reviews).
Examples:
- -> "Sign up now and get 20% off your first year."
- -> "Join our waitlist and get free access to our premium features for 3 months."
- -> "Be one of the first 100 users to sign up and get a free consultation."
Make sure the incentive is relevant to your target audience and adds real value. I think this is key to getting those early sign ups.
You'll need to consider similar campaigns...
I recall a campaign we ran on LinkedIn Ads for a software company that targeted B2B decision makers, and we achieved a cost per lead of $22. This demonstrates the potential for LinkedIn to efficiently reach your target audience.
Iterate and Optimise:
The results from these tests are very important, be sure to keep track of them! Based on the data you collect, refine your messaging, targeting, and landing page. Double down on what's working and ditch what's not. This iterative approach is crucial for finding your ideal customer profile and validating your value proposition.
I've detailed my main recommendations for you below:
| Recommendation | Action | Reason |
|---|---|---|
| LinkedIn Targeting | Target job titles like "Office Manager," "Legal Assistant," and "Accountant." | Reaches specific business users most likely to use a document scanning app. |
| A/B Test Value Propositions | Create ad variations focusing on time savings, cost savings, and accuracy. | Identifies the benefits that resonate most with potential customers. |
| Simple Landing Page | Use a clear headline, brief explanation, visuals, and an email capture form. | Provides a focused and efficient way to collect leads. |
| Offer an Incentive | Provide a discount, free trial, or exclusive feature for early sign-ups. | Encourages early adoption and provides added value. |
Paid advertising can be a bit tricky, and requires a lot of different components to be working well together, so I can understand your confusion in the beginning. While I've given you a few pointers here, it might be worth getting some help if you find that your results are dissapointing. It would be easy for me to give you a more detailed plan in a free consultation as I can then understand better your exact circumstances.
Regards, Team @ Lukas Holschuh
