🚀 How to identify your best growth channel?

3 tactics for identifying best growth channels

🔍 Identify natural advantages for growth

• Ask yourself these questions:

  • Are you primarily trying to grow B2C or B2B customers?

  • How much existing demand is there for you to capture? 

  • How much viral potential does your product have? 

• Determine where your product is naturally designed for distribution. 

  • Product sharing: Users naturally invite others while getting value (e.g., Figma, Airbnb)

  • Social sharing: People want to share due to rewards or recognition (e.g., Duolingo, Weee)

  • Existing demand: Users are actively searching for a solution (e.g., Coursera, Zapier)

🎯 Match your distribution advantages to the right channels

• Loom (B2B, high demand, small/medium team) → Captured high search demand for async video tools, and product-invites when users share videos.

• Vanta (B2B, low demand, small/medium teams) → Built trust through community-driven education and passive product shares via branding on their customer sites.

• Venmo (B2C, high demand, small groups) → Incentivized users to bring in their contacts to share expenses.

• Oura Ring (B2C, low demand, individuals) →  Built awareness using paid social and influencers.

• Companies rarely fit into just one box. Consider how to build features that enable distribution through new channels over time.

🧪 Test acquisition channels with a low-cost approach

• Run painted door tests (simple landing pages) to gauge user interest before fully building out the experience.

• Test expansively using GenAI tools (Claude for ad copy or Creatify for video ad generation) to quickly explore different positioning, messaging, and formats.

2 traps to avoid

🚨 Spreading resources too thin across channels

• Don’t try every channel on your list to see which performs well.

• Not all acquisition channels will work for your product.

• Go deep on the 1 or 2 channels that will drive 70% of your growth. Build a hypothesis to find them, and test for those instead.

🚨 Giving up on a channel too soon

• 1 failed test doesn’t mean the channel won’t work.

• Iterate with different messaging, positioning, and creatives before deciding to abandon it.

1 tool to leverage

📖 Best practice to generate Meta ads copy 

• Paste this Claude prompt template.

• Fill out in the key context details:

  • Describe all possible product positioning points, details about the target audience, and main selling features.

  • Describe your company’s brand writing tone and style (e.g., witty, professional, casual).

  • Add at least 2-3 examples of other high performing ad copy from your previous campaigns or from competitors. Use Meta Ads Library to directly pull copy examples directly from your competitors.

• Get a list of 10 results and use the top results in your Meta campaign.