One acquisition channel, until it stops giving
A bit of LinkedIn, a bit of email, a bit of content, a bit of ads: four half-done channels, zero readable results. Here's how to pick one.
Alone, you don't have the time to run four channels properly. You run four halfway, and you never know which one works. The answer is counter-intuitive: pick one and push it all the way.
How to choose
The right channel is where your target is already active and where you can move fast. Three questions:
- Where does my target spend time in connection with their problem?
- On which channel can I start an action today, with no budget?
- On which do I already have a small edge (a network, a skill, a habit)?
The channel that ticks all three wins. Not the trendiest one.
What saturating means
Saturating a channel means using it with consistency and volume until results plateau. In practice: a fixed daily volume, the same for four weeks, with a number logged every day.
Example: 5 messages a day in one specific community, for four weeks. That's around a hundred possible conversations, enough to know if the channel works.
When to switch
Don't switch after one week without results: it's too early. Switch when:
- the volume has been kept for at least three or four weeks;
- you've already tried two or three different messages;
- and the number still isn't moving.
Conversely, if the channel works, don't scatter: increase the volume before adding a second one.
The number to track
Just one: the number of real conversations opened per week on that channel. It predicts next month's sales.
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