Two months ago, a Reddit user said, “Product Hunt Is Dead. My launch was a complete disaster (0 conversions). Redditor claimed he received some Upvotes and some comments. They’re not alone.
Most products fire the flops not because the product is bad, but because the right person doesn’t see it. And that’s because many founders focus on launching it to other builders rather than marketing to actual customers.
Certainly, product hunts, indie hackers, and Twitter (now X) can give exposure, but most will be other manufacturers. This helps with feedback, early topics and investor visibility, but it’s not the way most buyers discover their products. Your real customers are not refreshing product hunting. They’re doing Google issues, reading blog posts, watching YouTube tutorials, and asking questions on Reddit.
As one founder said:
“We’ve been able to earn over +500 beta testers by doing inbound marketing on LinkedIn. Reddit is also a source for users, but you have to play with the rules of the platform. We’re focusing on content creators to get reach. The feedback is very positive.”
So if you’re planning on launch only, you’re playing a short game.
Let’s talk about how to win a long game.
Core Shift: From launch hype to intention-based discovery
The biggest mistake early founders make is their belief that their vision equals survival. But blowing up products in product hunting and founder communities often means screaming into the blanks without knowing who you are targeting.
In some ways, launching on these platforms is more like founders and indie manufacturers who market their products to each other in the echo chamber than reaching real buyers who actually need the product. Product Hunt, Indie Hackers, and X can be useful amplifiers, but are not alternatives to align messaging and visibility with true target customers.
Before you can match your buyer’s search intent, you need to first understand who they are. Who is you making? What problems are they trying to solve? Where do they hang out online? And how do they search for solutions?
Without this clarity, you are not marketing. You’re guessing. And in today’s saturated market, it’s a gorgeous thing that most startups can’t afford.
That’s why smarter questions aren’t:
“Where should I start?”
Rather:
“How can buyers find my products? Wherever they are on their search journey.”
This single shift in thinking reconstructs your entire strategy to go to your market. From chasing your vision to creating targeted discoverability.
Here’s a smarter question instead of asking, “Where should I start?”
“How can buyers find my products? Wherever they are on their search journey.”
This single shift in thinking reconstructs your entire strategy to go to your market. You move from screaming to void to appear when it actually matters.
Who is your buyer? And where do they hang out?
To effectively integrate into your buyer’s search journey, start by figuring out who your ideal customer is, what cares about, where you spend your time online, and how to search for solutions. This understanding is the foundation for building meaningful touchpoints at every stage of your journey.
Let’s explore some example personas to illustrate how this unfolds in real life.
Here are some simplified examples:
Persona 1: C-level executives: C-level executives
Issues: Enterprise-grade analytics or automated search behavior required: Expert-led content and peer recommendations follow podcasts or webinars to follow Linkin (industry insights, thought leadership) x (Twitter) x (Twitter).
Persona 2: Solo Maker or Indie Hacker: Solo Maker or Indie Hacker
Pain Point: Need an affordable, frictionless tool to move fast search behavior: Google obsessively reads Reddit, and Indie blogs.
Persona 3: Educator or Coach: Educator or Coach
Pain Point: Search for Delivery, Automation, or Digitalization: Search for “The Best Tools for the Best Tools” and hang out YouTube: Finding Facebook Groups, Niche Forum YouTube Channels, Email Newsletters: Creating a roundup of related content for a specific point of pain
These personas are just examples. The real power lies in identifying the thinking, search behavior and digital habitat of a particular buyer, and then appears there with intentional content.
That’s exactly what we’ll unpack in the next section. It’s how buyers can advance their journey and meet them at each stage with the right content and presence.
The Real Customer Journey (vs. Product Hunt Release Expected Ads)
1. Information Stage – “You’re trying to understand the problem.”
Buyer Intent: Search for solutions, but not the product yet.
Where are the buyers:
Google (Longtail Search) Reddit and Quora YouTube Tutorial Blog Posts and Articles
Your goal: Appear as a helpful professional and build trust.
tactics:
SEO Blog Content Specific Pain Points Reddit or Forum Thoughtful Answers How-To YouTube Videos Lightly Browse Tools, Templates, or Checklists to build trust
Insights: According to Salsify, 66% of shoppers are beginning their product discovery journey with search engines such as Google and Bing.
2. Commercial Stage – “I’m comparing my options.”
Buyer Intent: Recognize the problem and evaluate the solution.
Where are the buyers:
Search Engine (“Best x Tools” Query) Product Review Site (G2, appsumo.com) YouTube Comparison Influencer or Newsletter Roundup
Your Goal: Be on your list.
tactics:
Create your own comparison page (“YourTool vs Competitor”) is listed in the Tool Roundup, and the directory provides affiliates or reviewers.
Insight: In the Omnia Retail survey, 42% of consumers start product searches on search engines, and 56% start on Amazon.
3. Transaction Stage – “I’m ready to buy.”
Buyer Intent: We are actively looking for signing up or purchasing.
Where are the buyers:
Product Landing Page High-Research Search Results Reading Partner’s Pricing Page and Testimonial Retarget
Your goal: Conversion.
tactics:
CLEAR CTAS, targeting optimized landing page Google Ads to remove all friction from onboarding Google Ads keyword testimonials and case studies
Insights: According to Qualtrics, retention and advocacy are key stages following purchases.
Bonus: Why Navigation Search Comes Last
If someone is Googleing your tool by name, you have already won. But it only happens if you appear during their information, commercial, or trading stages.
If you see only when people already know your name, then it’s already too late for most buyers.
Buyer Intent Table – Summary View
Stage Buyers Goals Discovery Channel Strategy Information Information Learning & Exploration SEO, YouTube, Reddit, Quora Be Educational Commercial Compare & ShortList Listcles, Review Sites, and Directories Be Present & Pursasive Transactional Act & Convert & Convert & Landing Page, CTAS Reduced Friction, Boost Trust
Final Thoughts: Building a Discovery Engine, not a launch event
Product Hunt can give you spikes. What you can discover on a complete search journey provides a system.
The buyer is already on the journey. The problem is:
Are you showing up when they actually need you?
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