Scaling as the Dominant Player in Your Niche
Lisa Kennelly has been the CMO at Fishbrain for over three years and oversees marketing operations, strategy, and vision. Fishbrain is a mobile app and online platform with map-based tools, fishing forecasts, social networking features, and recommendations on fishing gear. Fishing is the most popular hobby in the world… and is huge in the US, Fishbrain’s biggest market.
Lisa led Fishbrain’s marketing expansion beyond their (mostly) paid advertising campaigns. Fishbrain’s social network feature attracts new users and contributes to their user retention. Fishbrain grows through SEO, word of mouth, influencers and even offline marketing (billboards, radio ads, etc) in some southern US states that have a thriving culture of anglers.
Lisa shares that to increase your premium subscriptions: make your pro membership content truly valuable and meant for the regular, high-frequency user - not just the occasional user. Split testing can be used to avoid making decisions. Sometimes, you just have to believe in your ideas and execute them because non-determinant results of A/B testing can be paralyzing.