It all started with analytics
When Tailwind co-founders Danny Maloney and Alex Topiler started what would later become Tailwind, they were running a bridal business that used Pinterest as a considerable portion of their marketing strategy. At the time, Pinterest had no analytics data for its users, so they developed a basic analytics software to help them discover and analyze bridal trends on Pinterest for their own business.
They quickly realized how powerful it was to have analytics data to help with growth on Pinterest, so they decided to see if others were interested in using the same technology for their own businesses. And in one week, they made more money than their bridal business had brought in in one year.
Although the software was basic, and obviously needed due to the interest they received, they noticed that people weren't really using it. So they started figuring out details on how to put it together in a quick, easily digestible format which led to how Tailwind functions today.
Creating a family-like culture
Tailwind founders Danny and Alex made it well known from their first hire that they were committed to creating a positive, family-like culture in the workplace. The goal from the get-go was to bring in the right people and not rush into hiring anyone just to get the team growing.
Once the team started growing, they officially established what the company stood for and did it in a unique, community-focused way. During a company-wide discussion, they asked everyone to share what they loved about working at Tailwind, what they valued, what made them happy, and more.
Taking themselves out of it and allowing their team to build out their company culture helped them to continue growing and attracting the right people. Due to this focus on creating a positive, supportive environment, it continues to be a sought-after company to work with.
Freemium plan AND referral credits
So far, it's evident that the way Tailwind started and the way they've grown their company culture have genuinely helped them stand out from the crowd. But how did they market their SaaS tool to build up to the 700,000 users it has today?
The first thing to attract customers and get them to sign up? A free plan. Although their free plan has changed over the years, the free, no credit card required option keeps people signing up so they can see the magic of Tailwind on their own without the barrier of payment before trying it out.
Currently, the Free Forever plan covers one Pinterest profile and the ability to publish 20 posts per month, among a few other features. Although more is needed for most Pinterest users who are serious about growth on the platform, it's enough to allow them to give it a try and decide if they want to get their credit card out.
Next up? Referral credits. Those who want to upgrade can refer a friend and get a $15 referral credit to pay for an upgraded plan. This kind of incentive leads to more people sharing about Tailwind than would naturally do so to get that credit to upgrade their own accounts.
Between a free plan and giving out referral credits to those who spread the word, it's easy to see how Tailwind gained a lot of traction, leading to its success as the top Pinterest management software.
Bonus: official Pinterest partner
Lastly, Tailwind is the only Pinterest scheduler out there that is an official Pinterest partner. This means that it has been vetted by the official team and is a legitimate, safe way to boost your presence on the platform. Not only does this add value to their brand, but it also provides users with the confidence that they will be able to use Tailwind without risking the safety of their accounts.
