"We need more traffic."
That's what most founders think.
But after talking to the founders of StepGenie, we realized traffic wasn't the biggest problem.
Understanding the customer was.
StepGenie is a USMLE question bank helping medical students prepare for their exams.
Before doing any marketing, we spoke with the founders and their users.
We wanted to understand:
• Why students chose StepGenie
• What they loved most
• What stopped them from paying
• Where they spent their time online
The answer?
→ YouTube
So we built our strategy around those platforms.
On Instagram, we launched a USMLE meme page and scaled educational content using an AI educator persona.
The result: millions of views.
On Reddit, we consistently participated in USMLE communities, answered questions, shared resources, and helped students solve problems.
Over time, StepGenie became a familiar name across discussions and recommendations.
On YouTube, we turned the most common student questions into educational videos, using customer conversations to drive content.
The results:
• Conversion rate: 2.5% → 6%
• 2,500+ new users in the first month
• 20,000+ users acquired over time
• $7,000+ additional MRR generated
The biggest lesson?
Growth didn't come from marketing hacks.
It came from understanding customers.
Once you know where your users spend time, what they consume, and why they buy, the marketing becomes obvious.
(I wanted to add more value, but the post length is limited)
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