What Can We Do To The Market Unpredictability?

When startups launch a new product, they are bombarded with advice. ?Events will work!? ?Instagram is a must, but this or that doesn't work.?

These suggestions can be confusing, making choosing relevant marketing channels harder.

As a result, guys spend time and money testing various channels without their success being guaranteed.

This scary thing is called the ?market unpredictability? ?? — let’s explore this beast ?? and find ways to tame it.

Core Factors

When you start something, you might get lucky, but more often than not, you can waste time and resources testing different channels until you find your one (and maybe only). Many factors are at play: the product itself, its positioning, the audience specifics, and the characteristics of each marketing channel.

For example, some creatives might work for ads, but LinkedIn may require a different approach, and Instagram will have nothing to deal with the previous strategy. Startups have to test.

No Guarantees

Even if someone promises 300 leads in the first month, pause and think. Who will you get as leads? How relevant will they be? And how useful will they be for your business?

It's normal if results come later. To achieve them, you need people who understand your product's specifics and target audience and know how to work with the chosen channels. This takes time to sync up and test hypotheses. With the right team, real results are possible.

Meanwhile, you can still fail even with an extensive team of professionals and a potentially great project. Take Boeing's Airbus A380, which was developed at over $30 billion and aimed at surpassing the 747. It fell short with only about 500 units sold. Why? High infrastructure costs for airlines and technical issues, including a grounding of Qantas's entire fleet after an engine failure.

Strategy Upgrade

So how to fight against unpredictability? You need to watch out for the metrics and how the ad dashboards work. These dashboards can tell you which audiences and creatives are performing well. This approach is all about performance marketing. Unlike the traditional one, which often relies on broad campaigns with unclear ROI, performance marketing focuses on measurable things.

Meanwhile, it enables you to allocate your limited budgets more effectively. For instance, platforms like Google Ads and Facebook Ads allow precise targeting, ensuring marketing efforts reach the most relevant audiences with the results being monitored in real life. And with LinkedIn, you can fine-tune targeting to reach the exact audience you need.

The key thing is to take your time. Test, analyze, and understand that this is not just coincidence — it's finding the right approach. There are no shortcuts, and it's essential to trust the process.

#leads #performancemarketing #startups #socialselling #leadgeneration