March 23, 2020
When launching a new product or brand, we're all faced with the same dilemma - how are we going to bring traffic and users to our website?
Ads? Content and SEO? Referral? PR? A smart marketer has several tools in their tool belt, but everything comes at a cost. With so many options, how does one prioritize testing the various user acquisition channels they have available to them?
As is so often the case in marketing, the sharpest tool you have is not your understanding of the channels themselves, but of your target customer.
"The main question for me is where does the target market spend their time? B2B information sources are different than B2C, social media platforms each have specific audiences (you won't find too many high school students on LinkedIn) and then each industry has its own popular websites, blogs and influencers. Based on where they spend time, marketing objectives and budget, I pick the ones that can deliver the best results."
Marketer with 9 years experience in B2B and events
"I look for the right context to reach customers. Context can encompass lots of things: timing, channel, place, mindset, etc. If you have a valuable solution, it is important to reach customers when they are already thinking about their problem rather than relying on them to do the mental work of connecting your solution to their problem."
Product Strategy @Zaarly. Author of Almanack of Naval Ravikant, creator of @EvergreenLibrary and @CourseCorrectly.
The better you get to know your early customers, the more your user acquisition model should narrow. If you're selling consumer product, LinkedIn ads can safely be ignored. If you're selling consulting to CEO's, Snapchat content isn't your best bet.
There's may not be a magic formula to finding your most productive channels (though Gabriel Weinberg's "Bullseye" framework is pretty good), but performing your customer development properly will likely lead you toward the place you want to be going.