{"id":139800,"date":"2019-02-13T10:35:35","date_gmt":"2019-02-13T10:35:35","guid":{"rendered":"https:\/\/getflywheel.com\/?p=31608"},"modified":"2024-06-30T15:34:10","modified_gmt":"2024-06-30T20:34:10","slug":"marketing-strategy-accelerate-mrr-growth-weglot","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/resources\/marketing-strategy-accelerate-mrr-growth-weglot\/","title":{"rendered":"The Marketing Strategy Weglot Used to Achieve $100,000 MRR"},"content":{"rendered":"\n

This guest post was written by Alex Denning who runs Ellipsis Marketing, a WordPress marketing agency. To learn more about Ellipsis, visit their website<\/a><\/em>.<\/p>\n\n\n\n

Running a WordPress-based business places heavy demands on precious resources, and the ability to focus your marketing efforts can make the difference between a struggling or thriving business.<\/p>\n\n\n\n

One of the biggest challenges many business owners face is the mind boggling array of channels for distribution and selling products. It can be easy to fall prey to spreading yourself too thin, especially when starting out.<\/p>\n\n\n\n

This post is based on the story and experience of Weglot, a multilingual WordPress plugin<\/a> that\u2019s grown to 20,000 active installs, a 4.9 star rating on WordPress.org, and over $100,000 in monthly recurring revenue (MRR).<\/p>\n\n\n\n

\"Weglot,<\/figure>\n\n\n\n

Weglot has grown by choosing the right marketing channels and focusing on what works. In this article, I\u2019m going to draw on Weglot\u2019s experience to offer tips on choosing the right channels for growing your business.<\/p>\n\n\n\n

Focus on What Works<\/h2>\n\n\n\n

When Weglot started back in 2015, we wanted to make a product which would help businesses scale into new foreign-language markets easily. The Weglot team is based in Paris but is international-facing, so we knew the problems and frustrations that come with venturing into new markets. We built a tool which helps users translate their websites into other languages and thus reach larger audiences, but one of our own biggest original challenges was growing our customer base.<\/p>\n\n\n\n

Today, our business model is based on measuring our progress carefully and reducing what doesn\u2019t work; we only use channels which do. In other words, we divide our time and energy wisely.<\/p>\n\n\n\n

We\u2019re now over $100,000 MRR, but as you\u2019d expect it hasn\u2019t been an easy ride \u2013 and there\u2019s still more to do. When Weglot started it was only available for static websites. People asked us if you could use it with WordPress \u2013 you could, but it required integrating the code. We made it much easier by creating a WordPress plugin, and that\u2019s how we came across our first marketing channel. We were then able to get traction using the WordPress Plugin Directory.<\/p>\n\n\n\n

Fast forward to 2018, and we were trying to get to six figure MRR. After the success of using WordPress (and Shopify, and a couple of others), we thought if we offered new platforms, we\u2019d have an easy route to expansion. We offered new Symphony<\/a> and Laravel<\/a> extensions, but these platforms don\u2019t have a plugin directory or App Store. Thus, we didn\u2019t see the growth we wanted: 95% of users were still coming from our existing integrations.<\/p>\n\n\n\n

The answer, then, was to focus on what was already working.<\/p>\n\n\n\n

Embrace a Channel-Based Philosophy<\/h2>\n\n\n\n

We re-evaluated our existing plan, and shifted efforts onto what was already working: WordPress and Shopify. Though we hadn\u2019t anticipated these channels to be the most fruitful, we were certain that adjusting our strategy toward what was actually helping the business grow would reap the best rewards. Not only would adapting to the needs of our CMS channels support new growth, but we would also be much better positioned to scale.<\/p>\n\n\n\n

This strategy paid off as we completed our best semester yet and surpassed our objective by 10K. By the end of October 2018, we reached $110,000 in MRR. It also enabled us to grow the Weglot team in Paris!<\/p>\n\n\n\n

\"The
The Weglot team in Paris<\/figcaption><\/figure>\n\n\n\n

We\u2019ve found what works, and then only focus on those channels, getting as much value as possible out of them. If a channel wanes or is at maximum capacity, then you can turn to new channels. That\u2019s it. You don\u2019t do anything else.<\/p>\n\n\n\n

Improve Your Strengths: Identify the Best Channels<\/h2>\n\n\n\n

With the channel-based marketing philosophy, it\u2019s easy to filter opportunities. It works so well for two reasons:<\/p>\n\n\n\n

  1. It forces you to test and find out what works<\/strong>.<\/li>
  2. It forces you to focus on what works<\/strong>, and abandon everything else.<\/li><\/ol>\n\n\n\n

    If something fits with the channel you\u2019re focusing on, do it. If not, don\u2019t do it.<\/p>\n\n\n\n

    Start off by brainstorming and identifying three, four, or five possible marketing channels. It\u2019s important to get traction with these to begin, do you may wish to get a professional opinion before starting.<\/p>\n\n\n\n

    Start with Small Tests<\/h3>\n\n\n\n

    Do small tests to identify which channels work.<\/strong> What constitutes \u201csmall tests\u201d depends on the channel you\u2019re using: paid search ads get results very quickly, so one month might be enough. Content marketing can take longer, so you might need to stick with it for a few months. An industry newsletter \u2013 like MasterWP<\/a> \u2013 might need three months to see if the idea works, and then another nine months to see if it can get good traction. Paid ads, by contrast, take much less time.<\/p>\n\n\n\n

    Define Metrics for Success<\/h3>\n\n\n\n

    Whichever channels you choose, you must define metrics for success criteria and a timeframe before<\/em> you start<\/strong>. Once underway, make sure you can track results from each channel \u2013 for example, by using UTM tracking codes \u2013 and make sure you keep momentum going on that channel throughout the whole test. By the end, you should have a good idea of what will most likely work, and what won\u2019t. One or two working channels is a perfectly good outcome here.<\/p>\n\n\n\n

    Focus, Focus, Focus<\/h3>\n\n\n\n

    Once you have one or two working channels, maintain laser focus on these!<\/strong> When it\u2019s clear what\u2019s going to work, double down! Just focus on the one or two marketing channels if you\u2019re starting out, or three, four, or even five if you\u2019re further down the line. You want as few distribution channels as possible, and each channel working as hard for you as it can. This means really focusing on doing everything you can to maximize your channels! Weglot has done this really well, and is only now adding extra channels.<\/p>\n\n\n\n

    Optimize First, Then Try New Channels<\/h3>\n\n\n\n

    Only when a channel is working and \u201cfull\u201d should you then turn your attention to new channels.<\/strong> Keep testing ideas to find new channels by testing a couple of ideas again! Don\u2019t be afraid to listen to hunches when considering new channels, but then make sure to test them properly. And say no to everything that doesn\u2019t fit within the channels you\u2019re focusing on. This latter part is especially important.<\/p>\n\n\n\n

    This makes for an incredibly efficient marketing strategy! You find what works, and then only focus on those while getting as much value as possible out of them. If a channel wanes, or is at maximum capacity, then<\/em> you can turn to new channels. That\u2019s it. You don\u2019t do anything else.<\/p>\n\n\n\n

    Weglot\u2019s Marketing Channels for $100K MRR<\/h2>\n\n\n\n

    You know the marketing philosophy, but what does this look like in practice? And how has Weglot grown to its impressive size using marketing channels?<\/p>\n\n\n\n

    We\u2019ve focused on a few distribution channels:<\/p>\n\n\n\n

    Existing platforms:<\/strong> We have integrations for Weglot with WordPress, Shopify, BigCommerce, Wix, Drupal, and even static HTML websites. By offering integrations with multiple platforms, Weglot is able to benefit from the exposure of the add-on marketplaces of all these platforms! For WordPress, this is the Plugin Directory, but Shopify has its own popular App Store, BigCommerce has an App Store, and so on. Using these existing platforms is a great way of spreading visibility.<\/p>\n\n\n\n

    Engineering as marketing:<\/strong> This one is particularly appropriate to the translation plugin niche, where existing solutions are relatively difficult to use \u2013 the quality of the Weglot product is very important, and it\u2019s as good as it can be. That\u2019s why we\u2019re so focused on the 4.9 star rating on WordPress.org: this is the best signal we\u2019re doing a better job than our competitors.<\/p>\n\n\n\n

    \"Reviews
    Reviews of the Weglot plugin on WordPress.org<\/a><\/figcaption><\/figure>\n\n\n\n

    Paid search ads:<\/strong> These are a good way of getting traction quickly, as they let you access people searching for your target search terms. Our competitors also run ads, so this lets us compete with them.<\/p>\n\n\n\n

    Content marketing outreach:<\/strong> What\u2019s the best multilingual WordPress plugin? This is a question 2,000+ potential customers ask Google every month. We make sure that Weglot is listed when people are searching for this.<\/p>\n\n\n\n

    It\u2019s important to note that not every channel is suited to getting immediate and direct sales, so you should bear this in mind when prioritizing. Some channels, like engineering as marketing, are going to be more difficult to pull off in WordPress product areas \u2013 like contact forms \u2013 where there\u2019s already high competition and a series of excellent products.<\/p>\n\n\n\n

    Other channels, like paid ads or content marketing, are going to be a good fit much more broadly. You\u2019ve just got to find your distribution channels by testing, and then focus on what works.<\/p>\n\n\n\n

    Which Channels are Next?<\/h2>\n\n\n\n

    Part of the benefit and joy of a channel-based marketing philosophy is that it\u2019s easy to turn to new channels once existing channels are maximized. With a growing product and team, new channels are easy to add: we\u2019ve recently launched an affiliate program<\/a>, are investing more in sponsoring WordCamps and local meetups, and have stepped up content marketing<\/a>.<\/p>\n\n\n\n

    You must focus on what works to start with, though. You only want to expand when a channel is maximized.<\/p>\n\n\n\n

    Focus on What Works<\/h2>\n\n\n\n

    In the last three years, Weglot has focused on what works and that\u2019s made for a winning marketing strategy. There is, of course, always more to do, and there\u2019s a long way still to go. I do hope, though, that the insight into how Weglot approaches the idea of distribution channels and then puts that into practice is valuable in your work.<\/p>\n\n\n\n

    You can summarize this idea in two points:<\/p>\n\n\n\n

    1. Test, and find out what works.<\/li>
    2. Focus on what works, and abandon everything else.<\/li><\/ol>\n\n\n\n

      Do those things, and you really can\u2019t go too far wrong. Weglot has gotten to where it is by doing this, and it\u2019ll move forward by doing this some more.<\/p>\n\n\n\n

      You\u2019re now fully equipped with distribution channels, a winning marketing strategy, and how Weglot has grown. It\u2019s over to you: which channels do you use, and what\u2019s working for you right now? Do let me know in the comments.<\/p>\n","protected":false},"excerpt":{"rendered":"

      This guest post was written by Alex Denning who runs Ellipsis Marketing, a WordPress marketing agency. To learn more about Ellipsis, visit their website. Running a WordPress-based business places heavy demands on precious resources, and the ability to focus your marketing efforts can make the difference between a struggling or thriving business. One of the…<\/span><\/span><\/p>\n","protected":false},"author":297,"featured_media":31628,"template":"","resource-topic":[],"resource-role":[],"resource-type":[916],"class_list":["post-139800","resource","type-resource","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nThe Marketing Strategy Weglot Used to Achieve $100,000 MRR | WP Engine<\/title>\n<meta name=\"description\" content=\"Boost your monthly recurring revenue (MRR) with Weglot. 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