PostHog has learned a lot about marketing to engineers since its launch in 2020. Paid ads can be a waste of money if not done correctly, so the company offers specific advice for early-stage startups building dev tools. It clarifies that paid ads are just one aspect of marketing and recommends spending a small portion of the marketing team’s time on them. There are two main objectives for ads: conversion and awareness. Ads do reach developers, despite their belief that they are immune to them. Hiring an agency can be beneficial, but it’s important to stay involved and offer feedback. The article also provides tips for various ad channels, such as Google, Twitter, and LinkedIn, and suggests experimentation and gradual expansion when starting with paid ads. Overall, the content offers practical insights for startups looking to market their dev tools effectively.
https://posthog.com/blog/dev-marketing-paid-ads