Pick a Channel, Not a Chase

When was the last time you chose a growth channel... Amazon, a new retailer, whatever it might be, because it was actually right for your brand? Not because the opportunity just landed in your inbox?

You are not going to like what I have to say.

I know, when you are hustling to grow your brand, it’s exciting when an opportunity comes your way. A big retailer likes your product, or a distributor wants to add you to their set. And it might be the right path for you. But before you leap, it’s really important to know if you’re ready, and to decide if this is the right channel for your brand. It’s hard to hear, but just because an opportunity shows up doesn’t mean you’re ready for it.

Most first-time founders are pretty reactive when it comes to channel growth. Chasing growth wherever it shows up might feel productive, but without a strategy behind it, it often isn’t. Sometimes the opportunity is a great one, and when you’re ready for it and moving in that direction, go for it! But it needs to be the right one for you. The way to get ready for the big opportunities is to build the framework before the growth arrives.

A basic channel strategy comes down to three things.

1. Define the real goal.
“More sales” isn’t a goal. Sorry, but that’s a given, always. Get specific about what you want from that channel, and most importantly, what the channel needs from you. Define your goals:

• Grow your email list for DTC
• Increase repeat buys on Amazon
• Boost sell-through on the shelf

2. Audit what’s already in place.
Once you know the goal, look hard at your current programs. Are there gaps in how you’re capturing emails? Are you using Subscribe & Save on Amazon? Are you taking advantage of the in-store tools available to you? Find the gaps, double down on what’s working, and fill in what’s missing.

This is also the time to figure out what isn’t working and decide whether it’s worth keeping. It’s good to clean house every once in a while. Mistakes happen and programs fail, but keeping an eye on what’s working and what’s not serving you is an important part of building.

3. Track the KPIs that actually matter.
Don’t get fooled by vanity metrics. How many people follow you on social isn’t the point. How many people engage with you is. Do people like your content and share it? Are people repurchasing your product? What percentage of your selling comes from repeats and referrals? Check in regularly. If some numbers move and others stall, that’s your signal to go back to step 2 and re-evaluate.

And get help where you need it, both for the things you know you don’t know and, especially, for the things you don’t know you don’t know.

Small Bites with Stephanie is one quick lesson at a time, drawn from three decades in CPG. Experience, inspiration, and something useful to take with you.

We’re Food Business Success®. We mentor early-stage founders with real coaching, strategy, tools, and systems to help them avoid common pitfalls and build a brand that lasts. We’re also home to the Launch & Grow Accelerator.

Until next time, happy selling.
~ Stephanie