growth channel review
I have some bittersweet news. A recent look into our growth channels showed that we're not doing as well as we hoped. So, I'm officially declaring our scattershot approach dead. Here's what comes next.
What the original strategy looked like:
We spread ourselves across several macro channels:
Earned Media / Partners
SEO
Paid Ads
Cold Outreach
At a glance, it looked like we were covering all the bases. Being busy on things can make it feel that way. But we were only scratching the surface of each channel.
Why it didn't work:
Surface level stuff: We dabbled and moved fast. We didn't dive deep enough to make real impact on the business.
Spread thin: Juggling too many channels diluted our attention.
Meh results so far: None of the channels have delivered the growth we want, yet.
Not scaling up: Spreading growth efforts thin means either slow improvements or stagnation.
How I realized this:
First, things felt too slow and disconnected. Then I read Software as a Science written by Dan Martell, Matt Verlaque, Johnny Page, and Marcel Petitpas.
They suggest a running a channel analysis using their Channel Maturity Matrix (that thing above). It was an "oof" moment. As in, "Oof, I thought we were doing at least one of these better."
The new plan:
We're shifting focus... No, we're are focusing on select channels.
Here's the 5-Step Plan:
Assigning ownership of and doubling down on select channels
Building process so we can measure and improve
A daily scorecard to be laser focused every day
Weekly test and refine review sessions
Create content that supports all channels now and in the future
Why this will work:
Ownership of and focus on fewer channels allows deeper understanding and faster improvements
We can upskill with focus, putting a lot of other cruft out of our minds while we get really good at fewer (but more potent) growth tactics
This is also foundational, laying the groundwork for success in the "now" channels and the ones we add later
Strategy is the first step. Execution is where the shit gets real. We'll monitor progress and adjust as needed.
Your turn:
Have you had the same challenge focusing your growth work? What strategies did you find most effective?
Hit reply and share your insights—keen to learn from your experience.
Peter
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