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Marketers are often short on time, especially marketers at startups. Since startup marketers are also held responsible for an impossibly broad array of disciplines, we desperately need a better way to prioritize.

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It’s relatively simple. There are activities in marketing that provide repeatable, scalable, highly leveraged results. Bandwidth-constrained marketers should prioritize these activities each day, week and month.

.

This is not to contradict Paul Graham’s advice to “do things that don’t scale.” That advice is timeless and valuable. In a marketer’s world, that may mean replying thoughtfully and in a personalized fashion to each inbound inquiry or conducting customer discovery interviews with the product team.

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But when you’re done with that each day, go down the list in this priority order:

Owned Media

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The reason we start with owned media in the media order of operations is that it doesn’t make much sense to try to get earned media (press) or buy media until you feel like you are making the most of your owned media. Otherwise, you’re wasting your ad spend. Strong product-led brands can spend almost nothing on paid media because they’ve done such a good job on owned and earned media.

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1. Search Engine Optimization (SEO): SEO is one of the most highly leveraged activities in all of marketing. If you can attain a top-three organic position for an important keyword phrase, you’ll likely be able to harvest big rewards for weeks or months.

.

2. Conversion Rate Optimization (CRO): CRO is also highly leveraged. It indicates better targeting, better product-market fit, and it results in improved cash flow. Your business can leverage the benefits of compounding revenue growth sooner. I list CRO in the owned media section because, while it spans owned and paid media, you’ll be able to move the needle most effectively in owned media, using things like more personalized onboarding communications.

.

3. Content: This one is tricky. It’s not highly leveraged, until it is. As most bloggers or podcasters will tell you, the audience doesn’t grow right away. It requires the patience to toil away for weeks or months with no visible results, until finally, you achieve critical mass.

.

Earned Media

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The reason that earned media comes second is that, once you feel comfortable with the state of your owned media — and you think that your story is an authentically interesting one — getting press coverage can be a lot more cost-effective and persuasive than buying attention via paid media.

.

4. Referrals And Word-Of-Mouth: While not exactly “media,” this traffic is certainly earned and can be potent. Just make sure that your referral program has as much attribution data built in as possible.

.

5. Press Outreach: If your story is an interesting one, don’t be shy about pitching it. Be realistic about how interesting the story is, though. If you do catch the attention of a journalist, be prepared to be transparent. The journalist and their audience will appreciate that.

.

Paid Media

.

I find that this is the least-leveraged of the three main media types. Teams are lured to it because of the instant gratification and addiction to data, even if they know how rampant digital ad fraud is. That said, if you have solid attribution reporting and can confidently calculate a positive return on ad spend (ROAS) per campaign, go for it.

.

6. Paid Search: Paid search is one of the most leveraged forms of paid media. Since Google is clearly the dominant search volume source, I find that you really only need to focus on Google Search. You can automatically copy over your Google Search structure to Microsoft Search, however, making it easy to advertise on both networks.

.

7. Paid Social: These days, your brand’s organic reach on social is a fraction of what it used to be. The good news is that paid social is still a cost-effective way to acquire new customers, especially if your story and user experience are buzz-worthy.

.

8. Out-Of-Home (OOH) Advertising Or Radio/Podcasts: Depending on your objectives and audiences, OOH and radio/podcasts can be highly effective forms of advertising, and the ad mediums are continuing to grow. Don’t assume that OOH is only for large-scale campaigns. I’ve seen many startups taking OOH into the 21st century and making it affordable on a broader range of budgets.

.

After these three main media types, work on channel development. This may take the form of affiliate marketing or co-marketing partners. Much like a quality content strategy, channel development takes a long time to bear fruit. Done correctly, however, it can eventually bear a lot of fruit.

.

This same prioritization logic applies to which kinds of marketers a startup should hire as it grows. Hire a web developer with SEO expertise before you hire a paid media manager, for example. Start by hiring the skills that will lead you to repeatable, scalable, highly leveraged results. If you are looking for a jack-of-all-trades generalist, sometimes referred to as a “full-stack marketer,” make sure that generalist enjoys the more leveraged activities and doesn’t mind spending a lot of their time on them.

.

If you manage your marketing day according to these priorities, you can increase your productivity and improve the results for your brand. If you can take it a step further and convince the executive team to design the objectives and key results (OKRs) for the marketing team around these priorities (as well as customer outcomes), you may take your brand to the next level.

.

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Online marketers are typically short on time, particularly marketers at startups. Because startup marketers are likewise held accountable for an impossibly broad array of disciplines, we frantically require a much better way to focus on.

.

It’s relatively easy. There are activities in marketing that supply repeatable, scalable, highly leveraged outcomes. Bandwidth-constrained online marketers need to focus on these activities each day, week and month.

This is not to oppose Paul Graham’s recommendations to” do things that do not scale.” That advice is classic and valuable. In a marketer’s world, that might indicate replying attentively and in a customized style to each incoming query or performing consumer discovery interviews with the product team.

But when you’re done with that every day, go down the list in this top priority order:

Owned Media

The factor we begin with owned media in the media order of operations is that it doesn’t make much sense to try to get earned media (press) or purchase media till you feel like you are maximizing your owned media. Otherwise, you’re wasting your ad spend. Strong product-led brand names can spend almost nothing on paid media since they have actually done such a good task on owned and made media.

1. Browse Engine Optimization( SEO ): SEO is one of the most highly leveraged activities in all of marketing. If you can attain a top-three natural position for an important keyword expression, you’ll likely be able to collect huge benefits for weeks or months.

2. Conversion Rate Optimization (CRO): CRO is likewise extremely leveraged. It suggests much better targeting, much better product-market fit, and it results in improved money flow. Your company can utilize the benefits of intensifying income growth sooner. I list CRO in the owned media section due to the fact that, while it spans owned and paid media, you’ll be able to move the needle most effectively in owned media, using things like more personalized onboarding interactions.

3. Material: This one is difficult. It’s not highly leveraged, until it is. As a lot of blog writers or podcasters will inform you, the audience doesn’t grow right now. It needs the perseverance to labor away for weeks or months with no noticeable outcomes, up until lastly, you attain emergency.

Earned Media

The factor that earned media comes second is that, once you feel comfy with the state of your owned media– and you believe that your story is an authentically interesting one — getting press protection can be a lot more cost-efficient and persuasive than purchasing attention through paid media.

4. Referrals And Word-Of-Mouth: While not exactly “media,” this traffic is definitely made and can be powerful. Simply make certain that your recommendation program has as much attribution information integrated in as possible.

5. Press Outreach: If your story is an intriguing one, don’t be shy about pitching it. Be practical about how fascinating the story is, though. If you do catch the attention of a journalist, be prepared to be transparent. The reporter and their audience will value that.

Paid Media

I discover that this is the least-leveraged of the three primary media types. Teams are drawn to it because of the immediate gratification and addiction to data, even if they know how widespread digital advertisement scams is That stated, if you have strong attribution reporting and can confidently determine a favorable return on advertisement invest (ROAS) per campaign, go all out.

6. Paid Browse: Paid search is among the most leveraged types of paid media. Since Google is clearly the dominant search volume source, I find that you really just need to concentrate on Google Search. You can automatically copy over your Google Browse structure to Microsoft Browse, however, making it easy to promote on both networks.

7. Paid Social: Nowadays, your brand’s organic reach on social is a portion of what it used to be The bright side is that paid social is still an affordable way to get brand-new clients, particularly if your story and user experience are buzz-worthy.

8. Out-Of-Home (OOH) Advertising Or Radio/Podcasts: Depending on your objectives and audiences, OOH and radio/podcasts can be extremely reliable kinds of marketing, and the advertisement mediums are continuing to grow Don’t presume that OOH is only for massive campaigns. I’ve seen lots of start-ups taking OOH into the 21 st century and making it affordable on a broader range of spending plans.

After these three primary media types, deal with channel advancement. This may take the kind of affiliate marketing or co-marketing partners. Similar to a quality content strategy, channel development takes a long period of time to flourish. Done properly, nevertheless, it can ultimately bear a lot of fruit.

This very same prioritization reasoning applies to which kinds of online marketers a startup must employ as it grows. Work with a web developer with SEO expertise prior to you employ a paid media supervisor, for instance. Start by hiring the abilities that will lead you to repeatable, scalable, extremely leveraged results. If you are looking for a jack-of-all-trades generalist, in some cases described as a “full-stack marketer,” ensure that generalist enjoys the more leveraged activities and does not mind investing a great deal of their time on them.

If you manage your marketing day according to these top priorities, you can increase your performance and enhance the results for your brand. If you can take it an action further and convince the executive group to develop the goals and key outcomes (OKRs) for the marketing team around these top priorities (as well as client results), you may take your brand to the next level.

” >

Online marketers are frequently brief on time, particularly online marketers at startups. Because start-up marketers are also held accountable for an impossibly broad range of disciplines, we desperately need a much better way to focus on.

It’s relatively easy. There are activities in marketing that supply repeatable, scalable, highly leveraged results. Bandwidth-constrained online marketers need to prioritize these activities each day, week and month.

This is not to contradict Paul Graham’s guidance to “do things that don’t scale.
” That recommendations is classic and valuable. In a marketer’s world, that might mean replying attentively and in a customized style to each incoming questions or conducting consumer discovery interviews with the product group.

But when you’re made with that every day, go down the list in this priority order:

Owned Media

The reason we begin with owned media in the media order of operations is that it does not make much sense to attempt to get earned media (press) or buy media until you seem like you are making the most of your owned media. Otherwise, you’re losing your advertisement invest. Strong product-led brands can spend nearly absolutely nothing on paid media because they’ve done such a great task on owned and made media.

1. Seo (SEO): SEO is one of the most extremely leveraged activities in all of marketing. If you can achieve a top-three organic position for a crucial keyword expression, you’ll likely have the ability to collect big rewards for weeks or months.

2. Conversion Rate Optimization (CRO): CRO is also extremely leveraged. It indicates better targeting, much better product-market fit, and it leads to improved capital. Your organisation can leverage the advantages of intensifying revenue growth earlier. I note CRO in the owned media section due to the fact that, while it covers owned and paid media, you’ll be able to move the needle most successfully in owned media, using things like more tailored onboarding interactions.

3. Content: This one is challenging. It’s not extremely leveraged, until it is. As the majority of bloggers or podcasters will tell you, the audience doesn’t grow right away. It needs the persistence to work away for weeks or months without any visible outcomes, until finally, you achieve emergency.

Earned Media

The factor that made media comes second is that, once you feel comfy with the state of your owned media– and you believe that your story is an authentically interesting one — getting press protection can be a lot more cost-efficient and convincing than purchasing attention by means of paid media.

4. Referrals And Word-Of-Mouth: While not exactly “media,” this traffic is definitely made and can be potent. Just make certain that your referral program has as much attribution data constructed in as possible.

5. Press Outreach: If your story is a fascinating one, do not be shy about pitching it. Be realistic about how intriguing the story is, however. If you do catch the attention of a reporter, be prepared to be transparent. The journalist and their audience will value that.

Paid Media

I discover that this is the least-leveraged of the 3 main media types. Teams are tempted to it because of the pleasure principle and addiction to information, even if they know how widespread digital ad fraud is That said, if you have solid attribution reporting and can confidently compute a favorable return on ad spend (ROAS) per project, go for it.

6. Paid Browse: Paid search is one of the most leveraged kinds of paid media. Since Google is clearly the dominant search volume source, I discover that you actually just require to focus on Google Search. You can automatically copy over your Google Browse structure to Microsoft Browse, however, making it simple to advertise on both networks.

7. Paid Social: These days, your brand name’s natural reach on social is a fraction of what it utilized to be The good news is that paid social is still a cost-efficient way to get new consumers, particularly if your story and user experience are buzz-worthy.

8. Out-Of-Home (OOH) Advertising Or Radio/Podcasts: Depending on your objectives and audiences, OOH and radio/podcasts can be extremely reliable forms of marketing, and the advertisement mediums are continuing to grow Don’t assume that OOH is just for large-scale campaigns. I have actually seen many startups taking OOH into the 21 st century and making it cost effective on a more comprehensive variety of budgets.

After these 3 main media types, deal with channel advancement. This might take the form of affiliate marketing or co-marketing partners. Similar to a quality content method, channel advancement takes a very long time to bear fruit. Done properly, nevertheless, it can eventually bear a great deal of fruit.

This exact same prioritization reasoning uses to which sort of online marketers a startup must hire as it grows. Employ a web designer with SEO expertise before you employ a paid media supervisor, for instance. Start by working with the abilities that will lead you to repeatable, scalable, highly leveraged results. If you are trying to find a jack-of-all-trades generalist, often described as a “full-stack online marketer,” ensure that generalist delights in the more leveraged activities and does not mind spending a lot of their time on them.

If you handle your marketing day according to these priorities, you can increase your efficiency and improve the results for your brand name. If you can take it an action further and convince the executive group to create the objectives and crucial results (OKRs) for the marketing group around these top priorities (in addition to client outcomes), you may take your brand name to the next level.

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