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.
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How New User Acquisition Channels Drive Change
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.
5 Steps To Choose Your Customer Acquisition Channel
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.
Achieving The Network Effect: Solving The Chicken or The Egg
One of the most defensible positions for a startup is if you can achieve the network effect. The network effect is so strong that it has kept large companies in business for a long time, despite bad products and numerous competitors. Craigslist is a perfect example. It is only recently that a new wave of startups like AirBNB, TaskRabbit, and RentJuice have started to chip away at the Craigslist stronghold, but it took over 10 years. Achieving the network effect is no easy feat. It comes with a huge hurdle: The chicken or the egg.
The One Process Every Startup Should Have
Most young entrepreneurs have an allergic reaction to anything with the word “process” in it. So before you break out in hives and curl up in ball with cold sweats, take a Benadryl and hear me out. There is one area that every startup, no matter what stage you are at, should have a process for...