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How to Find Your Growth Channel

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If your startup is troubled with focusing on the right growth channel with no time to waste, try this repeatbale 6 step process from Ladder Digital to find your next growth channel.

Feel free to ping us with any questions!


Publicada em: Marketing
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How to Find Your Growth Channel

  1. 1. How To Find Your Growth Channel
  2. 2. WHO ARE LADDER? • A digital marketing agency that launches and grows new products quickly and cost- effectively. • We combine high-impact creative with practical performance optimization. • Proven ability across the full spectrum of digital marketing channels, so whatever your business needs to grow, we have it covered. We're at our best when rapid growth is needed and resources are stretched. We move quickly to test what works for your business, then scale up rapidly when we find a winning strategy - getting you to maximum growth with minimum resource. Contact us at mike@ladderdigital.com or wilton@ladderdigiltal.com to find out more.
  3. 3. ➔ Experienced successful SaaS AdTech exit: THE TEAM’S EXPERIENCE ➔ Experience driving growth for large and small businesses, both agency and client-side: ➔ Experience teaching at top education institutions:
  4. 4. THE SIX STEPS TO CHOOSING YOUR CHANNEL 1. DEFINE your goal 2. FIND your constraints 3. BRAINSTORM (diverge) all your options 4. RANK (converge) the most promising 5. PRIORITIZE major + minor channels of growth 6. CONDUCT MVTs (Minimum Viable Tests)
  5. 5. 1. DEFINE YOUR GOAL What you are trying to achieve will set the context for what channel will get to your goal. What is your target? ● Learn? - you can do things that don’t scale to get high quality information. ● Scale? - the size of the channel needs to match the ambition of your goal. ● Cost? - optimizing for cost per acquisition (CPA) will eliminate several options. Takeaway: optimizing for everything means you’re really optimizing to nothing.
  6. 6. 2. FIND YOUR CONSTRAINTS You will have different constraints at different stages of growth. What are your constraints? ● Time? - there are only a few channels that can help you build a large audience quickly. ● Money? - certain channels are only possible for businesses with high ARPU or strong cashflow. ● Audience? - can you reach your audience in the place they spend most of their time? Takeaway: Your unique constraints will determine what channels will be viable at each stage
  7. 7. 3. BRAINSTORM (DIVERGE) Think of ALL the possible ways to grow your business, write them down. There are no wrong answers. Paid Search Ads Public Relations Social and Display Ads SEO Content Marketing Email Marketing Guest Blogging Business Development Sales Affiliate Programs Trade Shows Events Speaking Engagements Community Building and…
  8. 8. 4. RANK (CONVERGE) Rank each tactic based on resources needed and potential growth impact. Focus on 3 channels to test in parallel. Prioritize the top 3 with the most excitement around them. Quantify to potential impact and cost where you can. Priority Resource Cost Potential Impact Sponsored Newsletters Medium Small Guest Blogging Large Medium Paid Search Ads Small High … … …
  9. 9. 5. PRIORITIZE MAJOR + MINOR CHANNEL After testing your top 3 ranked channels you’ll likely find one major channel for long-term growth and a minor channel for short-term growth. 1. Select one long-term major channel that has the potential to ‘make or break’ your business 2. Select one short-term minor channel that has the potential to get immediate traction data
  10. 10. 5. PRIORITIZE MAJOR + MINOR CHANNEL Example: “3 million people are searching keywords related to our business on Google every month - if we can bring 5% of these people to our blog within a year, we’ll hit our 10x growth target” Major channel: SEO “Google is estimating that our cost per click will be $1 if we run ads against these searches - this may be too expensive, but it will give us instant traffic and data on what keywords are most valuable” Minor channel: PPC
  11. 11. 6. CONDUCT MINIMUM VIABLE TESTS Find a low-cost, quick way to test whether your major and minor channels are worth focusing on - a minimum viable test (MVT). Don’t create 10 Facebook ads when you can just run 1 to start. Set a target for each test - if you don’t hit the target, consider pivoting channels. • Cost Target - Can we profitiably acquire customers/users on this channel? • Volume Target - Is the potential audience in this channel large enough for our current stage of growth? • Quality Target - Does this channel have the audience we want at this stage of growth?
  12. 12. 6. CONDUCT MINIMUM VIABLE TESTS Example: SEO - find a blog post that got a lot of social shares for a competitor, write a better version of the post and get your friends, family and team to share it. IF it gets 1000 visits you’re on to a good strategy. PPC - build a simple campaign with two ads and five keywords for a specific topic. If you can get clicks for $1, and make more than $0.75 in revenue per click you’re not far from break even.
  13. 13. SQUEEZE, RINSE, REPEAT Squeeze all the growth you can out of the channels you’ve tested. You’ll likely hit an upper limit on a channel after your priorities and constraints change. At that point you just rinse and repeat. 1. DEFINE a new growth goal 2. FIND your constraints - hopefully you’re less constrained at a new stage 3. BRAINSTORM (diverge) - you’ll likely have more options open now 4. RANK (converge) - focus is still important at every stage 5. PRIORITIZE - your major and minor channels might stay the same, if they keep working then just double down and keep squeezing 6. CONDUCT MVTs (Minimum Viable Tests) – always be testing