If Tactile was my client today…
As someone who's built marketing strategies for a ton of startups, I've recently decided to treat Tactile like a client and go deeper on what actually works (with a healthy dose of experimentation!). Here's a recap in case it's helpful for others in a similar space. This isn't yet a full strategy, just a log of what's worked so far:
My #1 business driving channel = referrals
This is the least surprising, but human connection works! Direct introductions from people I've worked with, plus client referrals to other startups, continue to be critical to my business.
My most surprising channel = Instagram reels
A few months ago, after neglecting the Tactile Instagram, I committed to 1 week of consistent posting. Result? I booked 3 new business calls! And no, I don't have a big audience (I only have 930 followers, please follow Tactile). Why did it work? I'm actually having fun, and the format fits my business offering.
My emerging channel = Intro
One of my best clients found me there! I've booked a few promising calls with potential clients over the past few months. Having a place to offer a breadcrumb of your offering is extremely helpful. It's low stakes for your prospects and low stakes for you. Plus, this has been very low-lift.
My nurture channel = Events
For me, events haven't been business creating, but they've been critical to staying connected. And if my number one channel is referrals, I think of events as an important piece of this pie. Plus, I love them. (Though real talk, as a parent, attending events is tough!)
My lowest performing channel = LinkedIn
LinkedIn is my lowest performing business growth channel (sort, of). My own profile and posts have been helpful for staying connected to friends and colleagues (and an important nurture channel for referrals)! But I don't really view it as a direct growth channel.
My retired channel = Substack
I actually spend a ton of time on Substack! For clients, I lock in brand partnerships with creators and integrate Substack into press strategies. I'm also personally subscribed to almost 50 newsletters. However, for my business, I've chosen to spend less time trying to build my own platform.
My 'I need to finally prioritize this' channel = Press/Personal Brand building
Since relaunching Tactile, I have invested zero time in media for myself, and I know this is a massive miss. If Tactile was my client today, this would be core to our strategy. So, I am taking my own advice and finally prioritizing this in Q4. Please hold me accountable ;)
At the end of the day, these all work together and serve different purposes. The goal is to build a flywheel that's aligned with the brand I'm building, the audience I'm seeking to engage, and rooted in the reality of my resources and time. What's worked for you? Share what channels have surprised you in the comments!