Product Marketing Strategy: How to Test Your Growth Channels

Mastering What Is Probable: Testing Your Growth Channels

Now that you’ve identified the five most probable growth channels using the Growth Sidekick tool, it’s time to put them into action. The key to success at this stage is designing low-effort tests and experiments for each channel. The goal isn’t to dive deep into one strategy right away but to quickly assess which channels show the most promise with minimal resources.

Practical Steps to Testing Your Growth Channels

This step is all about experimentation. You don’t need to spend a year (you 100% shouldn’t!) testing each channel individually. Instead, you can run parallel tests, leveraging overlaps between channels to gain insights faster. For example, while SEO typically takes a few months to gain traction, you can start producing a few targeted articles and simultaneously test other channels like email marketing or social media ads.

Early Stage Product Growth (0-$1M Annual Revenue): Practical Steps to Getting the Ball Rolling

Be smart about the overlap to make the most of your limited resources. Here’s how to get started:

1. Start with Clear, Small Objectives

  • Practical Step: Set simple, achievable goals for each channel. This could be as basic as driving your first 100 visitors or getting 10 email sign-ups.

  • Example: “Our goal is to generate 50 sign-ups from SEO-driven blog posts within the next 3 months.”

  • Traction Sidekick: If your budget is under $1,000 and time is limited, these micro-goals help you focus on quick wins without overextending yourself.

2. Run Micro-Experiments Across Multiple Channels

  • Practical Step: Instead of committing to one channel, run low-cost, low-risk experiments across all five channels. Focus on channels where your target audience already engages.

  • Example: Write a couple of blog posts targeting long-tail keywords for SEO, launch a small ad campaign on social media, and send a few emails to your list. Track the results from each simultaneously.

  • Traction Sidekick: If you can dedicate only a few hours a week, prioritize high-impact, low-effort tasks like creating a simple landing page for an email campaign or setting up basic social media ads.

3. Leverage Available Tools and Technology

  • Practical Step: Use free or low-cost tools to support your efforts. For example, use AI tools to generate content quickly and analytics tools to track performance.

  • Example: Use Google Trends to find trending topics for your blog and draft content using ChatGPT. Monitor traffic with Google Analytics.

  • Traction Sidekick: If your budget is very tight, maximize free tools to manage and track your experiments across channels.

4. Measure What Matters

  • Practical Step: Focus on metrics that align with your immediate goals, such as sign-ups, conversion rates, or direct inquiries. Don’t get bogged down by vanity metrics.

  • Example: Track how many visitors from your SEO efforts are converting into email sign-ups or inquiries.

  • Traction Sidekick: If you need quick results, keep a close eye on short-term metrics to gauge which channels are starting to show promise.

5. Iterate and Learn

  • Practical Step: Use the data from your experiments to make informed decisions. Double down on what’s working, and don’t hesitate to pivot from what’s not.

  • Example: If your social media ads are driving more sign-ups than your blog posts, allocate more resources to refining and scaling those ads.

  • Traction Sidekick: If your current strategy isn’t yielding results, don’t be afraid to quickly shift your focus to another channel that shows more potential.

Moving Beyond the Early Stage

Once you’ve identified a channel or two that shows promise, begin dedicating more resources to scale them. The goal is to build momentum, but always with a focus on efficiency and continuous learning.

Conclusion

The outer ring process is a powerful framework for startups, especially in the early stages. It’s not about perfecting one channel immediately but about rapidly testing and iterating to find what works best for your business. As you continue to experiment, keep refining your approach based on what you learn.

Remember, this process is inspired by the Traction book, which emphasizes the importance of constant testing and optimization in finding your best growth channels. Use these practical steps to navigate the outer ring, and let the Growth Sidekick tool guide your journey from zero to your first $1M.

Ready to explore your potential growth channels further? Dive into our detailed guides and start applying these strategies today. Your journey to $10M/year starts with smart, data-driven decisions—let Growth Sidekick be your partner in success.