I’ve Signed Up for Your Startup, Now What?

For startups, attracting someone’s attention, getting them to check out their product and, finally, having them sign up can be a long but satisfying journey.

New users are celebrated because it illustrates a product has appeal, fills a need and, in some way, provides value. It explains why user growth is a key metric in determining a startup’s success.

But what happens after someone signs up for a service?

In many respects, the marketing shouldn’t stop. Instead, it has to keep going to make sure new users are embraced and convinced they have made the right decision. As well, a startup must make sure a new user is given reasons to stick around. In other words, if you invite someone into your house, you should be a good host.

So how do startups keep the loving going post-sign up?

It starts with something simple – a welcome email that thanks someone for climbing on the bandwagon, and provides them with a few ways to check out the different features. A month later, another email should be sent to ask how someone is using the service, and whether they have feedback or questions.

For new users, support is also key. This makes it important to have easy-to-find feedback widgets (I’m a particular fan of GrooveHQ and Olark), a user-friendly FAQ, mini-videos to highlight features, and responsive customer service. A good newsletter can also be a tool to maintain a regular relationship (avoiding the out of sight, out of mind syndrome) and provide useful information.

It takes a lot of work to attract new users, which makes it so important to show the love people who come on board. In other words, don’t take them for granted.