Create Stunning Invoice Template Figma for Marketing Effortlessly

Invoice template figma for Marketing

foreign 20 billion dollars and whilst evaluation might have raised some eyebrows today I'm going to be taking you behind the scenes of the marketing which has led to figma's growth and it looks like that which made it a must buy for Adobe by the way they're doing something I've never seen done this particular way before they flip the whole thing on its head which makes it quite interesting but of course we're also going to be taking out the lessons that you can apply to your digital marketing whatever you sell because remember the fundamentals are fundamental so whether you're software or not whether you're targeting an 11 figure exit or not we're going to break down some really useful digital marketing strategies for you today let's go so here's how we're going to do it firstly we're going to have a look at their website and how it's evolved over the years then we're going to have a look at how they're driving traffic to the site deal do you can learn a lot about a business's history by looking at previous versions of its website well at least I hope you can because that's what we're about to do so this is figma's website from back in 2015. now this was before they had a paid product they basically just invited people in to use it so they could test it but we can see that despite this being a very early stage business they had a very clear idea about what this product did the collaborative interface design tool fairly clear we can also see further down the page that they've got some software it's working they feature the demo very prominently on the site and they're very clear about the benefits it offers against existing Solutions we can see this approach continue into 2016 which is the next version of the site still a year before they had a paid product they've got the demo really prominently above the fold hit and they've got copy which very clearly explains the benefits of figma versus established competitors now I don't know about you but I wouldn't necessarily said that six years later this business was going to be worth 20 billion dollars but what I would have said is that this is a business that very clearly understands what it's selling who it's selling to and why they should buy it and this leads us to our first marketing lesson because even though figma was still pre-revenue at this point they had a very clear message basically collaborative design browser-based which makes your life as a designer easier and this clear message was really important for figma at this stage in their growth because whilst they were still pre-revenue they'd already attracted 17.8 million dollars in funding and when your pre-revenue investors only have the story and the message to go on so this message that they would have had to hone and refine through all of these investor pictures basically collaborative design browser-based which makes your life as a designer easier that clear message is what would have got them traction with investors and would go on to get them traction with the market now I can tell you the team here at exposure ninja would bite your hand off to work with a business like figma because they understand that thing exactly what you're selling who you're selling to and why they should buy it versus the other competitors in the market now these things sound so obvious but it's actually relatively uncommon to find a business that is so so clear about what it sells who it's selling to and why people should buy from it yet it's far easier to Market a business that has that stuff nailed that has that message clear than one where they're still unclear or fuzzy about why people should actually buy from it in the first place okay so back in 2016 when this was figma's website how was business going well the product was still free so still no revenue and we can see that their traffic wasn't particularly high but it was growing so in 2015 they're getting like a hundred or a few hundred visits to their website every month by 2016 this had increased to a few thousand and by the end of 2016 they broke 6 000 visits for the first time by the way no paid traffic at all during this time basically spending their time just improving the product but they didn't stop refining and honing their message if we fast forward to 2017 which is when they launched their first paid version we can see they're continuing to refine the message we've still got the demo very visible on this home page but we've now got this headline turn ideas into products faster this is really important for two reasons firstly they're narrowing their targeting from all design into people who are designing products so like app designers or ux designers and they're focusing on speed a Snappy sub head and a call to action completes this above the fold section but the rest of this page is also really good too we can see that they've got three sections of basically benefits copy and these are broken into categories the categories are everything in one place Empower your team and design programmatically and then underneath each of these they've got different bullet points which fit into that category so for example everything in one place they've got three pain points which designers have with existing solutions that figma solves never upload download or worry about versions again well figma solves that brilliant so if I'm a designer I'm reading this thinking wow okay this solves all of my current pain points another really nice thing they do on this version of the site is they have a testimonial summarizing each of these benefits so not only are they saying these things about themselves they've also got a reputable client saying these things about them too huge credibility if we fast forward another couple of years to 2019 we can see figma was getting more confident they're going for Bolder statements now a better way to design and the the reason that they go for these Bolder statements is they're now getting so much traction look at these client logos of the businesses that they work with figma has now become a heavy hitter their CTA still try figma for free and it's echoed throughout the page nice job team as this graph from ux talk shows figma went from fifth position in the ux tools that designers used in 2017 to first position and totally dominant by 2021 this is huge they've gone from also ran to totally dominant in five years but how well let's take a look the strategy might surprise you and by the way if you want some help with your digital marketing team here at exposure ninja have a free website and marketing review this has been requested by some of the world's largest Brands and I mean largest Brands like top five largest brands in the world anyway here's how it works go to exposureninja.com forward slash review fill in a bit of details about your business and your marketing goals we will then analyze your website and your digital marketing and put together a free plan for you to follow over the next six to 12 months to smash those marketing goals out of the park we'll send this over to you in a video by email there's no obligation to use our agency services or anything like that although of course if you would like to then we will be happy to talk to you about those so go to exposureninja.com forward slash review to request your free website and marketing review today like now do it now you can do it in the background while you watch this video now if you've watched these videos before you'll know that this sort of growth usually happens from some form of SEO content marketing or paid advertising and we can see that figma has done some decent SEO ish for example they've got these competitor targeting pages so one of figma's competitors is called Envision Studio and they've got this whole page here which is optimized to rank for figma versus Envision Studio and it's all about what Envision does it's all about what Envision does and where figma's better and all this type of stuff and they've got a whole bunch of these pages in The compare section on the site now this is smart this is good this works well and they've actually got it ranking second for Envision Studios when you search for Envision Studio it's actually the second ranking organic result which is pretty good this is the equivalent of like reaching into your competitors mouths and taking food out and putting it in your mouth it's pretty smart they're trying to steal their competitors traffic which is absolutely great and it's a fairly well thrown path for SAS businesses but there's so much SEO low hanging fruit on this site it is ridiculous that are barely ranking for so many of the design Focus phrases that they could be targeting for example think about all the things that designers want to learn how to do online whether it's like removing backgrounds or resizing icons or whatever it might be think about all of the different topics that designers have questions on they could put a huge content section on their website showing people how to do those things using figma right so hey you want to resize icons well check out how to do this and then the tutorials all showing them how to do it in figma and then the ctas try figma free that's killer right they get that ranking for all sorts of stuff but they're not doing any of that at all so it's definitely not their SEO which has led to this growth what about their paid traffic well they're doing some Google search stuff although only relatively recently and they're just kind of Dipping their toe in the water spending a casual hundred thousand dollars a month now what they are doing is kind of interesting they've got this tool called fig Jam which is like a more informal version of figma like a whiteboarding brainstorm collaboration type thing and they're driving this traffic to Fig Jam clearly seeing fig Jam as sort of feed a product to the main figma offering but the trouble is a bunch of these phrases that they're targeting are dubious at best so drawing websites could be about how to draw a website or it could be about websites about drawing either way driving it straight to the Fig Jam product page isn't going to convert same with things like mind mapping or wireframing or ux design or flowcharts now these might be search for people that want to design these things so what you want to do is send them through to a page which is here's how to mind map or mind mapping software on fig Jam or how to mind map on fig Jam but instead they're just dumping everyone onto this fig Jam product page now I know you know this but we're going to recap anyway the key to pay-per-click profitability is that every stage of the journey feels safe you feel like you're in the right place right so if you search for ux design software you see an ad for ux design software then you click on the ad there's a landing page which says ux design software and the call to action is try the ux design software right at every stage you're like oh I'm in the right place oh I'm in the right place I'm I'm in the right place what you don't want to do is type in ux design software and then you get an ad that says ux design software you click on the ADD and get to a landing page where it says welcome to Fig Jam you're like what I thought I wanted ux design software so what I'd love to see them do is build out individual use case Pages for fig Jam that they can drive this pay-per-click traffic to not only will they get higher quality scores they'll pay less for their ads but they won't have this awful disconnect which is going to mean that their cost per acquisition is way higher than it needs to be and by the way if you want to see an example of a business that does a good job of this xero is a great example so if you search for invoicing software you get an ad for invoicing software you can go through to a landing page which is invoicing software so it all feels continuous you feel I'm in the right place oh I'm in the right place oh I'm in the right place there's no disconnect there's no question the conversion is seamless not so with figma so the Google ads strategy isn't generating that sort of hockey stick growth either maybe paid social you might think well maybe let's have a look well they're doing some paid social across Facebook and Instagram it seems like they're targeting decision makers rather than the actual users of the products perhaps another weird thing is that they're running these ads on Facebook and yet they haven't posted on Facebook for two years I know Facebook's organic reach has gone but two years with no posts that's pretty mad isn't it so a bit like SEO that PPC is okay but it's not like dominate your industry and sell for 20 billion dollars okay what's going on well by jove I believe we've found it if we take a look at their organic traffic in the US we can see a very tasty looking graph that friends is growth when we have a look at the keywords driving that growth we notice something kind of funny what do you notice about all these keywords they're almost all branded search traffic this is people searching for figma and the main reason people search for figma is logging into figma so this is all existing figma users these are navigational searches I want to log into figma to start my day's work and this is what gives us the clue about how figma has grown figma has built a farm the farm animals are the design Community the farmers are figma and the produces subscription Revenue I don't know anyway figma has built a huge community of designers let me show you figma has really active social profiles particularly Instagram and Twitter here's their Twitter account 288 000 followers but more important than a number of followers is a number of times they're tweeting we can see that most months this year they've posted more than a hundred tweets per week so that's like 15 a day we can see that Instagram also has really high follow account we can see they're fairly active with posts and also with reels getting good numbers of views on both and their feeds are awesome they've basically made their feeds must follow for designers like they're really inspiring it's all beautiful they've got people from the figma community sharing tips and tutorials on how to use figma how to do really cool stuff they've got design Inspirations they've got meet the team type stuff this is really cool and loads of their content is this sort of user generated content stuff where this person is giving some recommendations on how to do this thing and they're showing how to do it in Twitter this person's even running a webinar on how to use figma we see this on Instagram too here's someone sharing their tips on how to use figma this person's feed is well what do you notice either they love figma or some sort of figma parasite has buried its way into their brain and the only thing that they can make is figma content now all of this content is cool it's engaging it doesn't feel pitchy because it's not coming from figma right it's coming from the users it's coming from the community and as well as credibility that gives it a massive social proof element I want to be in the cool gang I want to be doing cool stuff like this on figma as well if we look at the people posting this content none of them have massive audiences you know it's like 1200 followers there 1400 followers there these are obviously not going to be influencer Partnerships right because if you're going to have an influencer partnership you'd partner with someone who has a much bigger following so you could buy access to their following but wait what you'll notice though is most of the people posting this user generator content are designer Advocates at figma now it turns out that Designer Advocate at figma is actually a full-time job yes figma has a full-time Fleet of In-House content creators and their job is basically to create figma videos those share tips and run tutorials and webinars about how to use figma this is genius because it means when figma has something to promote whether it's a new product a feature or an event they can go out to their army who can then create content about it figma can then repost this content and it doesn't feel pitchy because it feels like it's the community sharing this information with itself I wouldn't necessarily call this an influencer marketing model because usually with influencer marketing you have a paid partnership with someone because of the size of Their audience and then they will be promoting you to their followers and you'd either do this on a project by project basis or you might have them on a retainer you might work longer term with them like gymshark does with its athletes but this is a completely different model this is figma actually employing these people not as necessarily influencers but just as content creators and all it wants from them is the content that it can share on its own platforms but because it feels like the community sharing tips with itself it doesn't activate that sort of ick factor that we all have when we feel like we're being pitched to I absolutely love it and of course the net effect of all this social community building is that figma feels really alive once you find these communities it feels exciting it feels like it's something that you want to be a part of it feels vibrant and this means that they collect a ton of feedback from their users about what features people want to add questions they might have they can build all of this into the product and show that they are learning from Their audience and building this thing together and one clear sign of the sense of community that figma has built is when Adobe bought figma the announcement was greeted with total dismay with the community because it felt like figma was losing its Soul it felt like female was selling out to Corpus and that's a clear sign that this business has been built on a solid Community feel now of course that's not all that figma does to build its Community they also do things like host Live Events where they'll have q and A's where they'll have the CEO demonstrating new product features and taking questions from people so that they all feel involved knowing that the only thing students love more than partying is free stuff they make figma free for all students yes because they know that today's design students will be tomorrow's hot new designers and when they go into the world of work of course they're going to be taking their design tool with them so knowing that figma has even bought an ice cream truck which they park outside design schools who give away free ice cream we totally need a ninja ice cream truck okay marketing lesson time what can we take from all this and apply remember lesson one this is all about being really clear about what you sell who you're selling to and why they should buy from you rather than your competitors figma is so clear about their value proposition collaborative design software browser-based to make your life easier as a designer how about you how clear are you on what your business sells can you communicate it that clearly and is it as compelling to your audience as that proposition is to designers lesson two is figma's use of community they invest heavily in building their community community is not something that you build accidentally online it's something that you have to invest time and energy and money into remember they've got these full-time designer Advocates just so their feed doesn't feel too promotional so it feels like there's loads of user generated content and the community sharing tips with themselves figma has built a place where designers can hang out share tips and feel inspired whilst always making their software the center of attention they don't show you how to draw this thing they show you how to draw this thing in figma so it's not just Community for community's sake it's come and join the cool gang and use figma the third lesson though is one of encouragement and that is that figma is not smashing everything their SEO is okay but leaves so much room for improvement having taken a look with a strong SEO and content strategy I think figma could triple its non-branded organic traffic in like six months there is so much potential here and that's really exciting if you're Adobe because you know you could grow this thing even further the same is true for paid traffic both paid search and paid social neither of which are being used to their full potential I know that if you watch loads of these exposure ninja videos or listen to our podcasts or read our books it can feel really intimidating because you're thinking oh there's so much stuff that we could and should be doing but how often do we see in these videos that one of these brands has focused on a certain number of channels and they've just dominated them and crushed them and generated incredible growth from it then of course you can add in stuff later on but you don't have to be perfect across every marketing channel so work out what your top marketing priorities are and go all in on them and of course if you want help choosing your top marketing priorities the team here at exposure Ninja can help with the free website marketing review from exposureninja.com forward slash review and by the way if you've enjoyed this the next thing that you want to do is check out how Red Bull has completely Rewritten the marketing playbook in this video I break down exactly what they've done and how they've flipped some age-old principles totally on their head to work at a new level than anybody has ever seen thanks for joining us today thanks for subscribing wink I never could wink and drop us a comment if you're a figma user were you aware that the people posting this user generated content on their social profiles were paid full-time members of figma Staff let me know in the comments I'm really interested to see until next time see you soon