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Ask GH: How would you market your tool's API?
Any tips or hacks on getting the word out about the API?
Have any of you done it before? What worked and what didn't?
My company is at the very beginning stages of marketing our API. Integrating with Zapier was a great first step for us. It exposed us to a new audience & gave us insight into what other types of integrations we should think about building.
Here's some posts I've bookmarked:
Thanks for sharing those posts @jackmeredith ! Awesome to hear and yes I agree, integrating with Zapier is definitely a good start.
We've already gone past the stage where we have integrated with 30+ applications and that has been driving high quality traffic for us. Our next step is to promote our API among developers/large dev firms and show them the value of building an integration with our tool. That's actually the part I'm currently working on and looking for suggestions.
Also Jack, does your company have an exclusive landing page for the API or just the usual documentation that's up? Do you think a landing page for an API is helpful?
Here is a fantastic post of how Groove marketed their API - https://www.groovehq.com/blog/building-an-api
Ah, that Groove post is gold. All their content is gold actually.
I think you guys actually are ahead of us. Since we're at the beginning stages, we haven't built a dedicated API page just yet.
We do pump out integration specific pages to use in any co-marketing we do. Here's the one we created for Zapier:
I think it is helpful to have a landing page specifically for the API. Just having documentation could scare off non-technicals who might be trying to find additional info for thier dev team. Also a great opportunity to show off your partners & examples.
> I think it is helpful to have a landing page specifically for the API. Just having documentation could scare off non-technicals who might be trying to find additional info for their dev team.
Yeah I agree with you on this! We're planning to create a much simpler/digestible landing page for the API highlighting what can be done using it (instead of showing the documentation directly!).
Regarding showing off our partners, we're already doing that - https://hubstaff.com/integrations
Nice job on the integrations page!
I wonder if there's any long tail keywords you could target for each individual page. I know that's how Zapier unlocked some early growth before they had any type of marketing budget.
Sponsor or host hackathons. Design challenges that build on your API.
Hire developer relations staff or firms to build relationships.
Build an API worthy of excitement (to your target partners).
Thanks for sharing your inputs @evanwolf ! Yeah sponsoring or hosting hackathons is a good idea but we don't have the budget for it right now. Looking at more cost-effective ways. :)
Our API provides access to a massive time-tracking platform. Here's a link to our API page- https://developer.hubstaff.com/
By excitement, do you mean in terms of abilities of the API or in terms of what sort of co-marketing we can offer to the target partners?
Sounds like there's a lot of room for a "Product Hunt for APIs..."
Anybody wanna hack on it together??
That sounds like a great idea! But don't you think the audience would be small?
Small (ish), but growing. And fanatical.
Aren't there already API directories and API search engines? What would differentiate "Product Hunt for APIs..."?
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