Here is another more focused take on customer acquisition from Dan Hockenmaier (founder of growth strategy firm Basis One and former director of growth marketing at Thumbtack) and Lenny Rachitsky (a former product lead and head of consumer supply growth at Airbnb).
For consumer companies, there are only three growth “lanes” that comprise the majority of new customer acquisition:
1. Performance marketing (e.g. Facebook and Google ads) 2. Virality (e.g. word-of-mouth, referrals, invites) 3. Content (e.g. SEO, YouTube)
Here is their 3-Step Framework:
1. Validate that a lane is right for you 2. Commit the necessary resources to give the lane a real shot 3. Scale the investment to become world-class