Brian Balfour writes (https://brianbalfour.com/essays/5-steps-to-choose-your-customer-acquisition-channel) on how to identify which channel is best for a company’s growth requirements. Key points:
- Most likely a single channel is going to provide the 70% growth
- Its important to have a focus on a single channel, dabbling multiple channels without any reason is same as focus on none
- Run experiments to confirm the hypothesis on which channels will work best for the company’s needs
To prioritise channels, use the following framework
