4 builders who never spoke to each other
Give a new channel a budget and a verdict up front
Before opening a new channel, state what you will spend, what outcome counts as working, and how you will price in the salary of anyone running it, so the experiment can be judged instead of drifting. Screen the fit first: some categories simply do not work on social, and continuing to fund one after that is clear is waste rather than patience.
The method
- 01
Cap a new-channel experiment with a stated budget and a target outcome up front, so it can be judged rather than drifting on indefinitely.
- 02
Screen the channel before committing to it: the Reddit route fits tight niches with active, passionate subreddits and fits badly for news formats or an older readership that is not there.
- 03
Social media can simply not work for a product category, and continuing to fund it after that is clear is waste. Trade shows likewise underperform search.
- 04
Work out the cost per lead of each marketing activity before you spend more on it, including the salary of anyone you hire to run it.
- 05
A channel you have not started will not start itself, so do not count an unopened platform account as part of the plan.
What it returned
Facebook has not worked for Matboard and More and neither has social as a whole. They attend art and trade shows but repeatedly find search more effective.
A TikTok account planned for January was still not started at the December review, and a planned re-recording of the Collector to Creator course did not happen either.
Sources
- [Coaching: Maia #15] Hiring a Social Media Manager and Instagram Success + Documenting the Journey - Double Your FreelancingZach Swinehart · doubleyourfreelancing.com · AI-Generated Summary: · 2024-03-13
- 2023 Year in Review: Of Ambition and Aliveness - Ness LabsAnne-Laure Le Cunff · nesslabs.com · No one can whistle a symphony · 2023-12-21
- Friday Feature: Exploding IdeasEric Lam · sparkloop.app · ✏️Steal this for your newsletter · undated
- Digitizing a Startup & Making $170,000/MonthMehdi Kajbaf · failory.com · Which were your marketing strategies to grow your business? · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in social
- Concentrate on one platform until it works11 unconnected · contested
- Gather the audience before there is a product6 unconnected · contested
- Fire the launch into the audience you already have6 unconnected · contested
- Post the numbers, not the commentary5 unconnected · contested
- Republish the winners with a new hook5 unconnected
- Cut one long piece into weeks of social posts5 unconnected