How to Use HackerNews for PLG SaaS Growth

HackerNews is a powerful platform for technologists, including programmers, system designers, scientists, and tech philosophers. It can be an invaluable tool for PLG SaaS companies looking to gain feedback, validation, and traffic.

This comprehensive guide will walk you through how to effectively use HackerNews for your PLG SaaS product, from understanding the platform to maximizing traffic and conversions.

Understanding HackerNews

What is HackerNews?

HackerNews is a forum where technologists share and discuss interesting articles and topics. It has a single feed of links spread across multiple pages, with the first page containing 30 links that can drive significant traffic. The platform is known for its candid and well-informed discussions, making it a valuable resource for PLG SaaS companies seeking feedback and exposure.

Audience

The audience on HackerNews consists of hardcore technologists, developers, and tech enthusiasts. The discussion is usually well-informed and candid, with a focus on technical topics. This makes it an ideal platform for PLG SaaS companies targeting a technical audience.

Getting Started with HackerNews

1. Create an Account

If you don't already have a HackerNews account, sign up for one. Having an account will allow you to post, comment, and engage with the community.

2. Understand the Categories

HackerNews has several categories that are relevant for PLG SaaS companies:

• Show HN: This category is where you can post your product directly and solicit feedback. It's a great way to introduce your product to the community and get valuable insights.
  
  

• Ask HN: This category is for asking questions and soliciting feedback from the community. It's an excellent place to ask for advice, validate ideas, or get help with technical challenges.

3. Posting Your Product

One Shot

You have one shot to post your product directly in the "Show HN" category. Plan wisely and make sure your product is ready for feedback. Here are some tips for a successful "Show HN" post:

• Be Clear and Concise: Clearly explain what your product does and who it's for. Avoid jargon and keep your explanation concise.
  
  

• Highlight the Problem and Solution: Explain the problem your product solves and how it solves it. This will help the community understand the value of your product.
  
  

• Include a Call to Action: Encourage the community to try out your product and provide feedback. Make it easy for them to do so by including a link to your website or a free trial.

Avoid Advertisement

HackerNews is highly allergic to advertisement. Focus on providing value and soliciting genuine feedback. Here are some tips to avoid coming across as too promotional:

• Avoid Salesy Language: Don't use language that makes your post sound like an advertisement. Instead, focus on the benefits and value of your product.
  
  

• Be Transparent: Be open about your affiliation with the product and your intentions for posting. The community appreciates transparency.
  
  

• Engage in the Discussion: Respond to comments and engage in the discussion. Show that you're genuinely interested in feedback and willing to listen to the community.

Types of Posts That Work

1. Technical Content

Highly technical topics related to code, deployment, monitoring, and technical architecture tend to perform well on HackerNews. Here are some examples of technical content that can resonate with the community:

• Tutorials and How-To Guides: Share step-by-step guides on technical topics related to your product or industry.
  
  

• Technical Analysis: Provide in-depth analysis of technical trends, tools, or frameworks.
  
  

• Case Studies: Share case studies that showcase how your product has been used to solve technical challenges.

2. Helpful and Controversial Topics

Posts that provide value to developers and technologists, as well as topics that people can have strong opinions about, tend to do well on HackerNews. Here are some examples of helpful and controversial topics:

• Industry Trends: Share your thoughts on industry trends and controversies. Be prepared to back up your opinions with data and evidence.
  
  

• Best Practices: Share best practices and tips for developers and technologists. These posts can be highly valuable to the community.
  
  

• Opinion Pieces: Share your opinions on controversial topics related to technology. Be prepared for strong reactions and engage in the discussion respectfully.

3. Introduction to Medieval Cities and Cloud Security

Posts that take a unique approach to explaining technical concepts can be well-received on HackerNews. Here's an example of a creative post that can resonate with the community:

• Historical Analogies: Use historical analogies to explain technical concepts. For example, you could compare cloud security concepts to the defensive strategies used in medieval cities.
  
  

• Visualizations: Use visualizations and diagrams to explain complex technical concepts. This can make your post more engaging and easier to understand.

4. How-To Guides

Posts that offer practical advice and solutions to common problems tend to do well on HackerNews. Here are some examples of how-to guides that can resonate with the community:

• Step-by-Step Guides: Share step-by-step guides on how to use your product or solve a technical problem.
  
  

• Troubleshooting Guides: Share guides on how to troubleshoot common issues related to your product or industry.
  
  

• Comparison Guides: Share guides that compare different tools, frameworks, or approaches to solving a technical problem.

Strategies for Successful Posts

1. Be Genuine and Honest

The HackerNews community values genuine and honest content. Avoid salesy or biased questions, and be transparent about your affiliation with the product. Here are some tips for being genuine and honest:

• Share Your Story: Share your personal story and the story behind your product. This can help the community connect with you and your product on a deeper level.
  
  

• Be Open About Your Challenges: Be open about the challenges you've faced and the lessons you've learned. This can make your post more relatable and engaging.
  
  

• Ask for Feedback: Genuinely ask for feedback and be open to criticism. Show that you're willing to listen and learn from the community.

2. Provide Value

Offer something that is of value to the developers of software, not just the users or sellers of software. Here are some tips for providing value:

• Share Your Expertise: Share your expertise and insights on technical topics related to your product or industry.
  
  

• Solve a Problem: Share solutions to common problems faced by developers and technologists. This can make your post highly valuable to the community.
  
  

• Be Generous: Be generous with your knowledge and resources. Share free tools, templates, or guides that can help the community.

3. Embed Your Product

If your product allows for embedding, find a clever way to embed it into your post without advertising it directly. Here are some tips for embedding your product:

• Interactive Demos: Share interactive demos or simulations of your product. This can help the community understand the value of your product and how it works.
  
  

• Screenshots and Videos: Share screenshots and videos that showcase your product in action. This can make your post more engaging and visually appealing.
  
  

• Free Trials: Offer free trials or demos of your product. This can encourage the community to try out your product and provide feedback.

4. Avoid Direct Calls to Action

Resist the temptation to have a direct call to action to sign up for your product at the end of your post. Instead, have it on your site. Here are some tips for avoiding direct calls to action:

• Focus on Education: Focus on educating the community about your product and its benefits. Avoid language that makes your post sound like an advertisement.
  
  

• Include a Soft Call to Action: Include a soft call to action that encourages the community to learn more about your product. For example, you could include a link to your website or a free resource related to your product.
  
  

• Engage in the Discussion: Respond to comments and engage in the discussion. Show that you're genuinely interested in feedback and willing to listen to the community.

Maximizing Traffic and Conversions

1. Leverage the Bump

If you make the front page on HackerNews, your post will be syndicated to other sites, leading to a search engine bump. Use this opportunity to drive traffic to your site and build on the sign-ups you get from these bumps. Here are some tips for leveraging the bump:

• Optimize Your Site: Make sure your site is optimized for search engines and ready to handle the increased traffic.
  
  

• Capture Emails: Use email capture forms to collect email addresses from visitors. This can help you build a list of potential customers.
  
  

• Retarget Visitors: Use retargeting ads to reach visitors who didn't convert on their first visit. This can help you maximize the value of the traffic you receive from HackerNews.

2. Continuous Content Creation

To sustain the traffic and conversions, continuously provide valuable content to get multiple bumps. Here are some tips for continuous content creation:

• Content Calendar: Create a content calendar that outlines the topics and formats you'll cover in your posts. This can help you stay organized and consistent.
  
  

• Repurpose Content: Repurpose existing content into new formats, such as turning a blog post into a video or infographic. This can help you maximize the value of your content and reach a wider audience.
  
  

• Engage with the Community: Respond to comments and engage in the discussion. Show that you're genuinely interested in feedback and willing to listen to the community.

3. Engage with the Community

Participate in discussions, provide feedback, and ask for help when needed. Here are some tips for engaging with the community:

• Be Active: Regularly participate in discussions and provide feedback to other users. This can help you build a reputation as a valuable member of the community.
  
  

• Be Helpful: Offer help and assistance to other users. This can help you build goodwill and establish yourself as an expert in your field.
  
  

• Ask for Help: Don't be afraid to ask for help when you need it. The community is generally willing to help, as long as you're genuine and respectful.

Common Mistakes to Avoid

1. Gaming the System

Avoid trying to game or cheat the system. HackerNews is actively moderated, and you may get penalized for strong attempts to manipulate the platform. Here are some tips for avoiding gaming the system:

• Follow the Rules: Make sure you understand and follow the rules of the platform. Avoid using tactics that are explicitly prohibited.
  
  

• Be Transparent: Be open about your affiliation with the product and your intentions for posting. The community appreciates transparency.
  
  

• Focus on Value: Focus on providing value to the community, rather than trying to game the system.

2. Instrumentalizing the Community

Don't use the community for your own gain without providing value. People hate being instrumentalized. Here are some tips for avoiding instrumentalizing the community:

• Be Genuine: Be genuine in your interactions with the community. Show that you're genuinely interested in feedback and willing to listen to the community.
  
  

• Provide Value: Offer something of value to the community, rather than just trying to extract value from them.
  
  

• Be Respectful: Be respectful of the community and its members. Avoid using language or tactics that are disrespectful or manipulative.

3. Direct Advertisement

Avoid posts that are purely promotional. Even if 90% of your post is interesting, a 10% call to action can go against the grain for many users. Here are some tips for avoiding direct advertisement:

• Focus on Education: Focus on educating the community about your product and its benefits. Avoid language that makes your post sound like an advertisement.
  
  

• Be Subtle: Be subtle in your promotion of your product. Focus on providing value and soliciting genuine feedback.
  
  

• Engage in the Discussion: Respond to comments and engage in the discussion. Show that you're genuinely interested in feedback and willing to listen to the community.

4. Handling Negative Feedback

Be prepared for harsh feedback and strong opinions. The community is candid and will not hesitate to share their thoughts. Here are some tips for handling negative feedback:

• Stay Calm: Stay calm and collected when responding to negative feedback. Avoid getting defensive or argumentative.
  
  

• Focus on the Positive: Focus on the positive aspects of the feedback and use it to improve your product.

Conclusion

HackerNews can be a powerful community for PLG SaaS companies looking to gain feedback, validation, and traffic. By understanding the platform, providing genuine and valuable content, and engaging with the community, you can maximize the benefits of using HackerNews for your PLG SaaS marketing and feedback efforts.

Remember to be genuine and honest in your interactions with the community, provide value, and avoid gaming the system or instrumentalizing the community. By following these guidelines, you can build a strong reputation on HackerNews and leverage the platform to grow your PLG SaaS business.