Fractional Friday

Aug 9, 2024

TRIVIA QUESTION

What clever marketing strategy did Dropbox use to fuel its startup growth?

Check your answer at the bottom of the newsletter.

This is How To Overcome Your Fear of Giving Feedback

You don’t want to upset your direct reports. 

And, other people’s reactions and responses to feedback are largely out of your control. 

Whether an employee takes it personally, gets defensive, bursts into tears, rejects it, questions it, or accepts the feedback is based on many extenuating factors.

Learn how to make your part of the conversation as helpful and productive as possible.

… After that, return to this newsletter so we can explore the valuable insights we've discovered for you this week!

In this edition:

🗣️ Reasons Your Thought Leadership Strategy Isn’t Making Waves (And How to Fix It)
🧠 How To Think Faster, Talk Smarter
📚 What Are Marketing Execs Reading This Summer

Your Thought Leadership Strategy Is Probably Not Enough to Make an Impact. Here's What It's Likely Missing.

A well-defined thought leadership strategy takes more than authenticity.

Consistent messaging helps to reinforce the thought leader's credibility and position, while active engagement fosters trust and loyalty. 

How could you drive meaningful impact over time?

Read more about what an authentic thought leadership strategy is, and explain why it's not the only thing you should focus on.

Think Faster, Talk Smarter with Matt Abrahams

Matt Abrahams discusses techniques for thinking faster and talking smarter in spontaneous situations, emphasizing the importance of managing anxiety, seeing communication as an opportunity, and employing strategies like deep listening and structured responses.

An Alternative 2024 Beach Reads List – By Marketers, For Marketers

It’s that time of year when every publication provides a different list of ‘essential’ books to read on your summer holiday. 

But what are marketers reading? The Drum asked them.

Here are the book recommendations from 7 leading ad execs.

Stop Guessing and Start Growing...

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TRIVIA ANSWER

The answer is referral marketing.

In 2011, Dropbox faced high costs for PPC ads and competitive long-tail search terms, prompting them to devise a more cost-effective growth strategy.

They launched a double-sided referral program, offering incentives for both the referrer and the referred. Referrers received additional storage space, which was a valuable feature for Dropbox users, while new users also benefited from immediate incentives.

This approach proved highly effective, leading to a 60% increase in signups and generating 35% of all new signups within the first 18 months. Over this period, more than 2.8 million direct referral invites were sent out, significantly accelerating Dropbox's user acquisition and overall growth.

That’s a wrap! Have a great weekend!

Best regards,
Sue Mysko
Founder, Hire A Fractional and Fractional In A Box

> > Join Fractional In A Box today.