Because we had more than $25,000 a month to allocate to our paid efforts, we decided to test each channel, eliminate under performers, and scale up winners as we learned. Not every company can afford to actively use more than a handful of channels and, even so, it’s tough to figure out which ones are delivering the right customers.
A smaller team would run into trouble investing enough time and resources into all six channels without dividing resources and diluting focus.
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Among our full team of growth marketers we divided the work and put our best strategy and execution into each channel.
We decided to test all channels at once for three reasons: We also had enough video creative to explore both YouTube and TikTok. Using the above, we looked at 30 different channels and ultimately decided on the below because we knew we’d be able to get in front of this group on each. Our target audience: Post-graduate students between the ages of 21-27 who are looking for a career change. Clicks can be expensive and conversion rates can be extremely high. Intent based targeting means you can target based on search terms or people who express some intent to purchase or learn more about a service you might offer. This could be a channel like Bing, Google, or YouTube. On the flip side, you also have intent based targeting. Clicks can be cheap and reach can be wide. For these channels, you can get very specific with who you are targeting based on things like age, income, job titles, and interests. When it comes to behavioral targeting, think channels like Facebook and Instagram or TikTok. In general, there are two types of targeting options - behavioral based and intent based. Who are you trying to get in front of and who is your target audience? Once you have this down on paper, channel selection becomes significantly easier. The first thing you need to do is focus on your users, not your channels. With so many options, how can you create a channel strategy that will really accomplish your goals?
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How to Find the Best Acquisition Channels for Your BusinessĪcquisition channels are diverse and plenty. “ – Liliana Monge, CEO, Sabio ( Read all Reviews on Google ) Ellen has put together one of the most amazing firms out there, and we are so happy to be working with TUFF. “ The entire Tuff Team is amazing, which is no surprise because their leadership is exceptional. For a company at this stage, we knew our biggest opportunity was to test a variety of different channels to see which would bring us the best students (high quality leads) at the most efficient cost. Sabio has strong product market fit, growing revenue, consistent enrollments, and regularly gets feedback from graduates to refine their course curriculum.
“Can you help us acquire new students for our online coding bootcamp?” Liliana, CEO of Sabio, approached Tuff in November 2020 with one goal:
In this post, we share our experimentation process and the original channels we chose to help an early-stage company acquire new users online. Over the past few years we’ve worked with all kinds of different businesses across a range of industries to help them figure this out. One we’ve built our business to help founders overcome. Together, these two obstacles are an impressive challenge. Scaling: taking your proven concept and bringing it to the masses.Finding traction: proving that there’s a sustainable hunger for your product or service.If you’re a founder, you face two major obstacles:
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