Understand how people use the product

[Reddi2]

It's time to take an even closer look at the product, find out what your customers expect from you, and study their pain points more deeply.

To help:

CustDev (deep interview with the audience);
Jobs to Be Done methodology (why do users “hire” your product? what work does it do for them?);
Working with reviews, messages from technical support;
Competitor analysis.
The answer to the reduced set of channels should be an even deeper development of customer insights and the product. Make your product more viral, more in demand, and even better meet the user's needs - then it will promote itself.
Sergey Andryashkin
Director of Marketing and Communications Department at SberCloud
Related material: How to find insights in competitors' advertising
Monitor the mood of the audience
Many users and companies froze, were unable to navigate the information noise, and understand how and where to redistribute efforts.


Marketing's tasks now are to help current and potential clients, constantly benefits of using our homeowner database inform them about available solutions and protect them from mistakes.
Photo: Ubusiness
Mindful brands have shifted to content about stability and calm, explainer formats, because it meets the needs of the audience. People now care more than ever about the reliability of a company.
Alexey Gertsik
Digital Director at Nectarin
Find a unique approach for each site
It is ineffective to take and launch an old funnel on a new platform. Yes, most users use several popular social networks/apps/platforms at once, but they come to each for a different format. And most importantly, each platform has its own algorithms for displaying posts and advertising.

In our case, performance marketing used to account for about 70% of attraction, but when the channels we were used to disappeared, we sagged very badly. We had to quickly turn to the available channels. VKontakte is currently not capable of targeting at least 20% of the number of users we attracted. Simply because it is a completely different platform, different formats, a different algorithm.
Anastasia Sheremeeva
Product Marketing Manager in OneSpot
It is worth considering each platform for the availability of tools suitable for your goals, putting forward hypotheses and defining success criteria. Short tests will help you find the right action plan.

Alexey Gertsik (Nectarin) studied which audience settings work in VK: