Avoid These 5 Growth Mistakes

Avoid These 5 Growth Mistakes

It’s refreshing to see more marketers sharing mistakes on Twitter rather than just boasting about their successes. It’s just easier to prevent mistakes than to copy others’ successes.

A mistake is something you learn from. So we collected the 5 biggest mistakes shared by top marketers in this case study.

Mistake #1: Too Many Platforms. Too Few Resources. Too Early.

Sean Frank, CEO of Ridge, admitted that they would’ve grown much faster in the early days if they had focused entirely on scaling one channel.

Channel diversification helps in the long run when your team has the resources, but don’t make the mistake of diversifying too early.

Solution: Set a test period, determine a few channels to test, set a goal KPI for each platform, reevaluate at the end of the “test” period which platform performed best, then scale till the ceiling breaks.

Mistake #2: Not engaging with your audience on social media

Tommy Clark, former head of social for Triple Whale who made B2B cool on social, observed that the NO.1 mistake brands make managing their social media account is not engaging with their audience.

You’ll see a boost in performance if you just spend more time engaging with your audience every day.

But Tommy added that it’s not just your own followers you should engage with; you should also engage with other accounts in your community and other brand accounts in your industry.

Solution: Your social content strategy should be split into two parts: Being social & creating media. Be in the community to connect with the community and create for the community for the community to connect with you.

Mistake #3: Treating SMS marketing like email marketing

What’s the biggest mistake marketers make with SMS marketing?

Treating SMS like emails. Jason Wong, founder of Doe Lashes, said that if you copy&paste content and strategies from email marketing, you won’t see success with this channel.

SMS is a two-way conversation channel.

Solution: Forget your email strategy. Create an SMS strategy from scratch. Because your “Test SMS campaigns” should look and feel like a text from your friend. If they don’t, you’re doing it wrong.

Mistake #4: No content theme on TikTok

If you are new to TikTok, TikTok’s algorithm uses your first batch of posts to understand what your account is about, so you need to be really thoughtful about what you post to have a clear theme for TikTok to understand and show your posts to the relevant audience

Ashwinn used ZipRecruiter as an example as a brand making crucial mistakes:

Strategy: Reposting from other platforms

Theme: Not there

Native: Hell nah

Solution: Pick a theme and use your first batch of videos as your “algorithm training” content. These posts should tell the TikTok algorithm what you create content about so TikTok can deliver it to the right people.

Mistake #5: Scaling ad budget without scaling creative production

Cody Plofker said this is one of his biggest mistakes, and I’ve seen many others resonate.

Your creative production should be determined by your ad budget, if you scale the spending, you have to up the creative volume.

Solution: Your efforts to scale ad budgets should work in congruency with scaling your creative production. IF you don’t have the budget to scale your creative output, then scale your testing efforts so you can pick clear winners before scaling the creative production.