What are different categories of Growth Channels?
Let's understand how User Growth channels can be categorized: whether they are 'Pull' or 'Push' channels and their nature as direct, indirect, discovery-driven, or virality-driven.
Pull vs. Push Channels:
'Pull' channels are those where users come to you, often driven by their discovery or interest. These include SEO, content marketing, and social media. In contrast, 'Push' channels involve reaching out to users directly, like email campaigns or direct advertising.
Further Categorization of Push Channels:
Push channels can be 'Direct', like paid advertising, where the communication is straightforward and controlled by the business. 'Indirect' push channels involve partnerships, where a third party, like an affiliate or influencer, communicates on your behalf.
Distinguishing Pull Channels:
Within pull channels, 'Discovery-Driven' channels focus on users finding you through research or exploration, such as through search engines or educational content. 'Virality-Driven' channels leverage the natural spread of information among users, like viral marketing campaigns or social sharing.
Examples and Application:
For instance, a viral social media challenge would be a virality-driven pull channel, while a Google Ads campaign is a direct push channel. Each category requires different strategies and approaches, which will be explored in depth in the subsequent concepts.
This categorization helps in strategically selecting and optimizing growth channels based on their nature and your business objectives. Understanding these categories is the first step in effectively utilizing diverse user growth channels.