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There are lots of tactics you're "supposed" to use. Here's why that's dangerous...
Super write-up. Loved it. As we say at Platformula Group, " we see no contradiction in riding a tech wave while swimming against the marketing tide."
Great read. This really follows the "Bullseye" method in "Traction: A Startup Guide to Getting Customers", especially in the "Three Things We Don’t Do That We’re “Supposed” To" section.
It takes courages to back away from the world's most popular social media platform but startups need to be realistic about getting bang for the buck, and focusing on marketing activities that has the best ROI.
I agree. Going with only effective marketing channel & with full effort -- leaving less efficient channel behind -- gives full opportunity for growth.
I would understand if they didn't want to waste any effort on building a facebook page organically, but disregarding the cheapest and most effective advertising platform for both relevant targeting and retargeting?
"cheapest and most effective advertising platform"
... maybe for some target audiences, but not for everyone?
I agree. There are choices in marketing channels & they all exist for a reason. :)
With Facebook's change in its edgerank (post displaying algorithm), It has become more & more harder to reach followers organically, hence the 'boost' option comes into play, The pain with Facebook page is that you need to keep engagement for long, once you get slow, your reach will get slow too.
Whereas Content, SEO & email marketing really lasts for long. Its always a choice to go with quick growth or sustainable growth & get visitors to your website while you are on vacation too.
So what do you choose? I would go with sustainable marketing channel & Facebook marketing isn't that cheap either. Regarding targeting & retargeting, We always have the paid channel even though you dont have a Facebook page.
Every start-up has to carefully assess its ability to manage and deploy resources. This is a bold and inspiring move.
I agree with you. If we take a look at the story of startups, they have to growth in limited time with limited budget. So selecting the marketing channel -- experimenting with the channels -- takes lot effort & odd ones always have to be left.
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