Growth Channels

Budget allocation is the most complex question marketers are faced with. With endless marketing channels, identifying the high-performance channels, can determine if a brand will grow, or drown. There are many decisions to be made: what channels to invest in and how much? Where is the brand’s audience? How fast would I like to grow the brand? And could I bare the risk?

Evaluating the parameters we collected during the strategy stage along with a deep competitor analysis can help with understanding where to start the conversation with the customers and evaluate in which stage they would convert.

 
not all channels will perform for every brand, but always know your options

not all channels will perform for every brand, but always know your options

 

Map all user acquisition channels

The question of growth phase is the hardest. Obviously most brands vouch for growing fast and big- but are they willing to pay the price?
The balance between budget size and results volume needs to be based on the KPIs. Meaning, if the goal is to introduce the brand to as many people- subway/ TV or digital awareness campiagns will go before any other channel. But if keeping control on the ROI while optimizing- paid acquisition is the key.

Some of the channels are the basic, and  will always have to run in the background.

SEM  - Even if it is not your main growth channel, it is a must have. Potentially scalable according to the type of the brand.

SEM - Even if it is not your main growth channel, it is a must have. Potentially scalable according to the type of the brand.

Email Marketing  - Retention tool to maintain long-term relationship with your customer. Cost based on number of subscribers assure a positive ROI.  Learn More >

Email Marketing - Retention tool to maintain long-term relationship with your customer. Cost based on number of subscribers assure a positive ROI. Learn More >


Are you overwhelmed? Don’t be.

No need to be everywhere at the same time. Unless you have collected enough information, start investing in a few channels, and if they work start scaling while testing others.

How do you know a channel is performing? High ROI and the channel is scalable

GrowthChannels-fb.jpg

Planning the costumer journey start at the campaign stage

Getting in front of the customers is not enough if you are looking to optimize results. When planning any campaign, the realization of the communication process and the stage of the journey to the site is the first step of understanding who is standing in front of you. I am using a simple flow for social campaigns to make sure the brand's goals are being served with the relevant call to action. Preforming A/B testing campaigns can lead to the answer what information can trigger the customer to shop/click/engage and in what order. Your target can be a return customer, a new one or "on the fence". Each segment will see a different set of ads that will lead them to convert. 

Social-flow.jpg

Turn a lemon into a lemon tart

Undies.com is a great example of a safe responsible growth. As a new brand, with a limited budget, we started looking for our customers in obvious channels- social advertising, affiliates, and micro influencers. While always keeping some $ for testing new channels.

This way we could:

·      Increase control on spent vs return and optimization flexibility

·      Focus on low cost channel (influencers)

·      Following the trends and be there before our competitors (Pinterest)

·      Allocate budget to high perform channels

·      Learn more about our customer

Explore new product for different campaigns.

Explore new product for different campaigns.

Test emerging channels to gain an advantage on your competitors. (Pinterest for example)

Test emerging channels to gain an advantage on your competitors. (Pinterest for example)

Social-adsShen3.jpg
Social-adsShen4.jpg
Retargeting should always be part of allocation strategy

Retargeting should always be part of allocation strategy

 
Home/ Growth Channels