37 Signals has followed a "market by sharing" strategy since the beginning.
They have no sales force or advertising and yet manage to create entertaining, educational and valuable content in a variety of formats that gets spread throughout the web and garners them valuable distribution.
The idea is to share everthing that's in and around your domain. For instance, a small web design shop could create content on the following topics:
* How to write a killer proposal
* How to close sales
* Design tips for small businesses
* Mobile strategy for small businesses
* Is Groupon worth it?
* Web site tips
* etc
Most businesses will never achieve the reach that 37 Signals has - for obvious reason. Not all of us could invent Ruby on Rails. However, I think every small business and startup can implement the strategies used by 37 signals - share everything, including your secret sauces and recipes just like chefs do, and you'll increase reach and decrease user acquisition costs.
They have no sales force or advertising and yet manage to create entertaining, educational and valuable content in a variety of formats that gets spread throughout the web and garners them valuable distribution.
The idea is to share everthing that's in and around your domain. For instance, a small web design shop could create content on the following topics:
* How to write a killer proposal * How to close sales * Design tips for small businesses * Mobile strategy for small businesses * Is Groupon worth it? * Web site tips * etc
Most businesses will never achieve the reach that 37 Signals has - for obvious reason. Not all of us could invent Ruby on Rails. However, I think every small business and startup can implement the strategies used by 37 signals - share everything, including your secret sauces and recipes just like chefs do, and you'll increase reach and decrease user acquisition costs.