Uncovering the Optimal Growth Channels & Strategies for Your Startup’s Success


Starting a startup in the tech space can be a formidable challenge, especially in light of some stark statistics provided by Failory, a newsletter for startup founders. About 90% of startups fail, 10% of which fail within their first year. Notably, at least 10% of startup failures can be attributed to inadequate marketing strategies. This blog aims to shed light on effective growth hacking and growth marketing strategies that can propel your startup to success.


A startup with a solid product-market fit and a base of active paying users is ready to delve into the realm of growth, focusing on user acquisition and monetization. But how should you approach this next pivotal stage in your startup’s lifecycle? Here is a step-by-step guide to guide you through this process.


Assess Your Readiness for Growth


Why is growth essential for your startup at this juncture? Is it to validate a new product feature, secure additional funding, or enhance your brand awareness and reputation? These are all critical considerations that can significantly influence your growth strategy.


Identify Your Primary Key Performance Indicator (KPI)


Whether your focus is on increasing the number of active users, boosting the number of paying active users, or amplifying profit margins, it’s crucial to identify your primary KPI. This metric will be the North Star guiding your growth trajectory. Remember, as the adage goes, “you can’t improve what you don’t measure.” Thus, ensure that your team is adept at acquiring and interpreting relevant data to guide your growth efforts.


Define What Growth Means for Your Startup


Understand your startup’s past and current growth rates, whether they are Week-on-Week (WoW), Month-on-Month (MoM), or Year-on-Year (YoY). These metrics are pivotal, as future investors will meticulously analyze them to gauge the potential success of your venture.


Survey Your Current Customers and Ideal Customer Profiles (ICPs)


Customer feedback is invaluable. Consider utilizing tools like Typeform to survey your users about your product and their user experience. This feedback will provide insights into your product’s strengths and areas for improvement. If you find it challenging to gather responses, consider incentivizing participation with freebies or discounts.


Understand Your Audience’s Digital Habits


Where does your target audience spend their time online? Which social media platforms, websites, or digital channels do they frequent? By embodying your Ideal Customer Profile (ICP), you can better strategize and identify the most relevant channels to test your growth marketing campaigns.


Research Your Competitors


Leverage tools such as Facebook Ads Library, SimilarWeb, Google Ads Transparency, and standard research methodologies to glean insights into your competitors’ strategies. This research will provide a roadmap to understand what works and what doesn’t within your niche.


Master the Art of Omnichannel Marketing


Diverse marketing channels, including SEO, Performance Marketing, App Store Optimization (ASO), Conversion Rate Optimization (CRO), Affiliate/Influencer Marketing, Email Marketing, Push Notifications (web and app), Social Media/PR, Virality/Referral Marketing, Content Marketing (blogs, podcasts, and social media), Physical Events, Billboards, and Partnerships, can significantly amplify your growth. While testing various channels, bear in mind that realistically, only 2-3 channels will prove to be cost-effective and yield the desired results in terms of user acquisition and growth.


It’s pertinent to note that the path to successful growth is not linear. Through my work with a gaming app, after testing nine different channels, we found that only three channels provided the optimal results in terms of user acquisition volume, cost-efficiency, and ease of growth. This example illustrates the importance of trial and error in finding the channels that align best with your startup’s unique needs and objectives.