How to Test Viability of Pull Channels for User Growth?
Testing Pull Channels is a critical step for businesses focusing on organic growth strategies. This concept covers how to assess the viability of Pull Channels as part of your user growth plan.
Recapping Suitable Businesses for Pull Channels:
Pull Channels are ideal for businesses with lower Average Revenue Per User (ARPU) and those focusing on building long-term, organic relationships with their audience. They are also well-suited for brands and key figures with authority that can drive content marketing, or those with data advantages for programmatic SEO.
List of Pull Channels:
Pull Channels to consider include content marketing (blogs, videos), SEO, social media engagement, and community building. These channels often require a strategic and sustained effort to yield results.
Setting Up Leading Indicators:
Since Pull Channels can have a long gestation period, it's important to establish leading indicators, such as engagement rates, organic search rankings, or audience growth, rather than just focusing on input metrics like the number of articles or videos produced.
These leading indicators should have channel-wise targets as per external benchmarks, to determine which channels are viable and which are not.
Testing Examples for Each Pull Channel Type:
- Content Marketing: Monitor the increase in website traffic or user engagement from new content pieces.
- SEO: Track improvements in search engine rankings for targeted keywords and the resulting organic traffic.
- Social Media Engagement: Measure growth in followers and engagement levels on posts and campaigns.
- Community Building: Observe the growth of your online community and the level of active participation or content generation by members.
By effectively testing and measuring the impact of Pull Channels, businesses can ensure they are investing in strategies that will contribute to sustainable growth and strong user relationships.