TLDR: Investing into too many channels at once and thus not investing into a specific one enough is one of the main startup problems.
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Mindset Change: Each platform is different and requieres different levels of sophistication
Let me give you an example.
Level 1: Cold Facebook Ad (unaware audience) to get trials
Level 2: Retargeting a) page visitors and b) 75% video viewers of your facebook video ad (product aware audience) to get trials
Level 3: Cold Facebook Ad (unaware audience) to get content subscribers (e.g. whitepaper, newsletter, webinar)
Level 4: Retargeting a) page visitors and b) 75% viewers of your facebook video ad (product aware audience) to get content subscribers.
In an ideal world Level 1 already works. If it does, that is great. But if not then the issue is not with the channel but the way you approach your audience.
I don't know how much a lead is worth to you (depends on your trial/customer conversion rate) but if it can't support more than Level 1 inbound marketing might not be the right way for you and you would be better off with sales.
Also, here are two links that I always share with my mentees when the channels discussion come up.
I would think about the 19 growth channels, take 1-3 and experiement on them.
There is no magic answer to growth and leads. It's all about experimenting and trialling out what works right now and for your potential customers.
TLDR: Investing into too many channels at once and thus not investing into a specific one enough is one of the main startup problems.
🍍🍍🍍🍍🍍🍍🍍
Mindset Change: Each platform is different and requieres different levels of sophistication
Let me give you an example.
Level 1: Cold Facebook Ad (unaware audience) to get trials
Level 2: Retargeting a) page visitors and b) 75% video viewers of your facebook video ad (product aware audience) to get trials
Level 3: Cold Facebook Ad (unaware audience) to get content subscribers (e.g. whitepaper, newsletter, webinar)
Level 4: Retargeting a) page visitors and b) 75% viewers of your facebook video ad (product aware audience) to get content subscribers.
In an ideal world Level 1 already works. If it does, that is great. But if not then the issue is not with the channel but the way you approach your audience.
I don't know how much a lead is worth to you (depends on your trial/customer conversion rate) but if it can't support more than Level 1 inbound marketing might not be the right way for you and you would be better off with sales.
Also, here are two links that I always share with my mentees when the channels discussion come up.
PS: If you found my answer helpful and want to stay up to date with marketing tips, check out my LinkedIn where I post 250 days a year.
The easiest and most cost effective way to get more leads is to cold call.
Who are your competitors? What are your competitors' customers angry about? Can you see them complaining in public?
It's hard to give specific advice without knowing more about your business and who you are targeting. Lead generation is not one size fits all.
Can you share a bit more info?