MKT1 Guide to Channel <> Startup fit

KEY TAKEAWAYS Multichannel marketing is a critical element in maximizing your business growth, protecting yourself from unexpected downturns, and getting the kind of payoff you really want to see for yourself and your customers. As Dan Kennedy says, the most dangerous number in business is 1. If you are only marketing on one channel, you are riskin

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idea. It is very likely that one channel is optimal. Most businesses actually get zero distribution channels to work. Poor distribution—not product—is the number one cause of failure. If you can get even a single distribution channel to work, you have great business. If you try for several but don’t nail one, you’re finished. So it’s worth thinking

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Acquisition channel: Once we have identified our target audience, the next important task is to figure out the medium through which you will reach out to your audience, known as channels. The core element of a GTM is figuring out the right channels for your product. Channels could be both online (emails, SEO, Digital content, Digital ads) and offli

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The first phase of work in scaling up your acquisition of customers should be devoted to achieving two additional types of fit: language/market fit, which is how well the way you describe the benefits of your product resonates with your target audience, and channel/product fit, which describes how effective the marketing channels are that you’ve se

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