Back in May Gmail released a new feature in beta called email quick actions. The purpose is to provide a really simple UI to take action within an email rather than clicking out to a different experience to complete that action. The initial use cases Gmail has launched are RSVPs, Reviews, and one click actions. This change seems simple on the surface, but I believe it could evolve into a very powerful growth tactic. As a result, it makes my list of growth tactics to keep your eye on. Here is why…
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I started my career out as a “product guy.” But about 4 years ago I realized that product was a small piece of the startup puzzle. I became fascinated with how products were growing. Thus, my journey on learning growth and customer acquisition began. Here is the step by step guide I wish I had when I started to learn customer acquisition.
Scalable customer acquisition channels are crowded. Competing for the mindshare of consumers and businesses is tough and not getting any easier. No matter what growth channel or tactic you are using, you will always be surrounded by others competing for that same attention. A large part of the growth process is figuring out how to gain a customer acquisition advantage.
21X higher CTR, 79% lower CPC, and 77% lower CPA. These are just a few reasons why native advertising is one of the top growth channels and tactics I am keeping my eye on. More specifically, native ads within mobile.
A lot of startups have a hard time acquiring users from scratch. One channel is to access the distribution of others through integrated partnerships. The initial thinking always seems simple: "Partner XYZ has tens of millions of users! If we can capture only [enter some really small percentage] that would be huge for us!" It all sounds great, but there are many hidden traps.
Over the history of the internet we have seen new distribution and user acquisition channels emerge. With each new channel comes a storm of change in the consumer internet eco-system. Each storm, while it may seem chaotic, follows a similar pattern and cycle. Understanding that cycle, and where your company is within it, can help guide you through the chaos.
SEO, SEM, Facebook Ads, content marketing, affiliates, partnerships, email marketing, app stores…the list goes on. With so many marketing channels to choose from, a common question is “where do I start?” or “what channel should we use next?” I get it. The information is overwhelming but there is a better way than picking pieces of paper out of a hat. Here is a step by step guide that should help you go through the exercise of comparing, contrasting, and choosing the right marketing channel for your company.
Stories about the growth of "hot" startups such as Facebook, Instagram, AirBNB, and others have created a belief that if you build the right product, customer acquisition will be easy. Don't be fooled. These stories are the exception, not the rule, and don't tell the entire story of the immense effort it took to grow their customer bases. Finding scalable acquisition channels is a time consuming and strategic effort.