Before diving into today’s email…

Can you please do me a super quick and easy favor that will take you 2 seconds (and ensure you get all my emails in the future)?

Please Respond “YES” To This Email?

This is a brand new domain and it would help me out a lot with domain health and not landing in spam.

With that out of the way, in today’s email I want to talk about…

The #1 Channel Great CMO’s Are Focusing on in 2024

When I do Fractional CMO deals, I always try to optimize our overall marketing strategy around this one specific channel…

Assuming you’re not a Fortune 500 company with unlimited resources…

You have to be strict about time + capital allocation for maximizing your ROI. 

Because of this…

I believe the #1 channel you need to focus resources around is THE CHANNEL YOU ARE THE BEST AT.

Most established companies have channels where they crush it and channels where they don’t.

Let me walk you through an example:

I had a client in the past who was a SAVAGE at IG organic:

• We sold to a very broke market that had a high degree of distrust

• We had a relatively long sales cycle

• Content team crushed it at speaking to the customer avatar

• Setter team was dialed

Close to ⅔ of our revenue was attributed to IG organic.

We knew that if we could simply get the right people following our IG, that was where we had our best chance at closing them.

In a situation like this…

It makes sense to optimize everything around getting people to follow you on IG. 

• On paid ads you should be running boost campaigns

• On email you should be routing people from the welcome sequence and also in the weekly broadcasts toward IG

• You should be testing various channels for IG shoutouts 

For this company, this created the highest return. 

Could we get 7-10x more eyeballs on our VSL by scrapping the optin page?

Yes.

But it wasn’t optimal to the strengths of the business.

The closers had a really tough time closing leads coming in directly off paid ads.

Plus now we didn’t have them on our email list (which funneled them into IG).

This made sense for this company but for other companies it wouldn’t make sense (because every company has it’s strengths and weaknesses).

I know companies that CRUSH with YouTube organic (but suck at paid ads).

I worked with a company that crushed LinkedIn automation + cold email (but couldn’t crack a cold traffic VSL to save their life).

The biggest companies I’ve worked with have been REALLY good at paid ads + email (while largely disregarding organic channels).

There’s no right or wrong answer for which channel is “best” and should have the majority of time+capital allocated toward it. 

It simply makes sense to double down on what you do best.

Hope this helps.

Btw…

I shot this dope YouTube video on making short form content with AI.

Click here to check it out now.

• Damon