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I recently read this in Hacking Growth "Marketers commonly make the mistake of believing that diversifying efforts across a wide variety of channels is best for growth. As a result, they spread resources too thin and don’t focus enough on optimizing one or a couple of the channels likely to be most effective."  But the book didn't specify how long you should spend on the channel before giving up. I'm curious if anyone has any thoughts on this.

  • RB

    Robert Bausmert

    almost 3 years ago #

    Depends on the channel. The ’Traction’ book recommends 2-3 weeks if I remember correctly. For paid channels that is probably a good time frame. Content marketing on the other hand can’t be tested as easily, it takes months for the channel to start generating leads.

    Also, from my experience when a channel isn’t working a lot of the time it is not the channels’ fault. Most of the time it is bad execution (e.g. asking people to buy when they are not ready) or simply a bad product.

    • SE

      Sean Ellis

      almost 3 years ago #

      Great answer @robertb ! I agree "Traction" is a great book for a framework to explore channels. We quoted it in our chapter on Hacking Acquisition in "Hacking Growth." Maybe we can get @justinmares to weigh in on this question?

      Also, really good point about the "bad channel" vs "bad execution" or even the "bad product" dilemma. Since it's pretty hard to nail down the cause of failure, I'd recommend giving it two hard weeks of testing and then moving on to your next best channel idea. Once you've gone through your top three channels, it probably makes sense to go back to the one that showed the most signal and give it another deep dive. Part of the challenge is that it takes time to really learn and understand a channel/platform like Facebook or Google Adwords. If possible, I'd recommend documenting how you've approached the channel and finding someone who knows it better and asking for their feedback. You may need to pay for the feedback or simply take them to lunch.

  • ES

    Eldad Sotnick-Yogev

    almost 3 years ago #

    You're both spot on for the approach, but I respectfully disagree with the 2-3 week timeframe. As a Test yes I can see that, but if you are considering which channel to use for acquisition and based on that short of a period going to cancel using those who don't perform you risk never really learning.

    We all know, and @sean you definitely preach it to the world - growth is all about testing & experimentation. While things move fast in digital I wouldn't be ruling out channels based on weeks, but rather 2-3 months of consistent investment AND tests, optimization, etc. This returns data from which you can make a more informed decision and then determine which channels to keep or remove.

  • ST

    Stanley Tan

    almost 3 years ago #

    It depends on the marketing channel and your goals.

    For example, with Google Adwords, if your goal is to generate leads, ideally, it would be 100 clicks per keyword. At 100 clicks, that is enough clicks to generate some leads. However, if your goal is to generate sales, 100 clicks might not be enough. You might need to increase your tests to 1,000 clicks.

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