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Launch a paid acquisition channel • businessroundups.org

by Ana Lopez
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Without customers, there can’t be business. So how can you attract new customers to your startup or keep existing customers engaged? The answer is simple: growth marketing.

As a growth marketer who has honed this craft over the last decade, I have taken countless courses and can confidently affirm that the best way to learn is by working.

I’m not saying you should immediately join a Series A startup or get a growth marketing role at a large company. Instead, I’ve broken down how to teach yourself growth marketing in five easy steps:

  1. Set up a landing page.
  2. Launch a paid acquisition channel.
  3. Start an email marketing campaign.
  4. A/B test growth experiments.
  5. Determine which metrics are most important to your startup.

In this second part of my five-part series, I’ll teach you how to set up a paid acquisition channel to drive online traffic and ultimately conversions (purchases) to a landing page. For the entire series, we assume that we are working on a direct-to-consumer (DTC) brand for sports supplements.

Choose a paid acquisition channel

When you start thinking about optimizing your ads, metrics like CTR, CVR, and CPM will help you separate the winners from the losers.

Even with the most premium product on the market, most consumers won’t magically discover its existence on your website. This is where paid acquisition is most effective: educating and driving consumer interest in your products.

When deciding which paid acquisition channel to launch, there is one important aspect to consider: your target demographic. Where do your target consumers spend their time online? Do they scroll through TikTok or read an article on LinkedIn? Once you can answer this question, selecting the first channel to launch becomes quite easy.

In case your target demographic is already on numerous acquisition channels, you can choose Facebook or Google as your first channel. These two platforms are considered the duopoly of paid acquisition and will be the best introduction to learning how to manage paid social media and paid search channels.

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