Algolia search widget in fontawesome

Developer Markepear testimonials

Classic widget PLG loop.

Algolia really crashed it with these. Here is how they made it so successful.

Some time ago I did some research on Algolia marketing looking for gems. Found quite a few as they are truly amazing at this.

One angle that is bringing a lot of traffic to their site is that classic PLG widget.

So what they did is:

  • They gave away their search box for free (under conditions)
  • They made sure that folks who do get it for free have some (ideally a lot of) overlap with their target audience.
  • People who added that search box got the branded "Powered by Algolia" version of it
  • Some devs who used the sites with the Algolia search box liked the search and went to their site
  • Some of them started using it and spreading the word further

And the sites that brought the most traffic were:

  • Hacker News search (that is not exactly the widget but a standalone site)
  • Fontawesome (site with fonts for devs)
  • Open-source documentation sites (they give away free docsearch to OS projects)
  • SteamDB (gaming site)

I love this tactic as it aligns:

  • the value their product provides
  • the value that site users get
  • the value that the company gets from developers finding out about it

Win Win Win

When you find those "Win Win Win" tactics/strategies you are golden.

Browse 100+ examples like this ->
campaigns
hacker news

Newsjacking by GitGuardian

brand
campaigns
ads
billboards

"What good is bad data" from Segment

video
youtube
ads
campaigns
brand

Postman "We did this" campaign video

campaigns
developer experience
copy
vs competitor
landing page

VS page format from Ably

campaigns

GitHub Skyline campaign

copy
campaigns
brand

"There are two types of companies" from Fly.io round announcement

video
campaigns
brand

Auth0 campaign: Make login our problem. Not yours.

campaigns
seo
product led growth
free tools

Snyk Advisor SEO growth loop

campaigns
video

Cloudflare TV

campaigns
github
product led growth

GitHub PR growth loop from Snyk