Cut experimental marketing channels that don't create the customers you want

I was brainstorming some quarterly goals yesterday. In my notes I have a few hints to help guide my thinking. Two are:

• 1 goal for current marketing channels
• 1 goal for future marketing channels

I always like having at least one new marketing channel to experiment with. I never know where I might attract new customers.

The channel I was experimenting with last quarter still isn't producing at all. It's been a low cost (both time and money) but since it's not producing I'm going to back-burner it and focus on a different channel for the next three months.

Three months is enough time to start seeing some results. It might not be profitable and won't be optimized, but it should prove if a channel is viable.

Now's a good time to look at your own channels and cut or de-prioritize any channel that's not producing the customers you'd like. Even profitable channels should be looked at if the customers aren't great (e.g. one-time buyers) or the channel is a hassle and distracts you from better channels.

For comparing how channels influence customer-behavior, many of the analyses in Repeat Customer Insights use the channel to determine where a customer originated from. That can help you see e.g. if a POS customer ends up coming back and buying through your online store.

Take advantage of the next few months to get your channels tuned and optimized so they can produce their best later in the year.

Eric Davis