When companies are starting out, they don’t necessarily know what will be the best marketing channel for their business. They may have a good idea or hunch about what their most effective channel will be, but they won’t know until they’ve gone through the steps of trying out the various different mediums that are available.
Over the past few years, startups have adopted the approach of the Full Stack Developer so that they can easily test and switch their coding platforms so as to be able to iterate and pivot on their product and/or business model.
The Full Stack Developer does not claim to be an expert in all coding platforms, but instead has the level of knowledge required to get each platform off the ground in an effective manner.
Young businesses may not want to invest too heavily in one type of code or business model incase that particular platform is not optimal and will want to be prepared for seamless iterations. The Lean Startup approach has been at the forefront of this mindset on the tech side of startups for some time now, and the same principles apply to their marketing equivalents.
Enter Full Stack Marketers…
The truth is that there is often no sure way of knowing which channel will work best for your business. Research can go a long way to helping a company know and get a feel for what it may be, but research in itself takes time and a structured, strategic approach that does not come naturally to many entrepreneurs.
Once the research has been undertaken to:
- understand who the target customer is
- understand where they hang out
- what they want to see or hear, and
- how to get your message or product in front of them – you’re only half way there.
A systematic testing strategy needs to be in place for the execution phase; one which both highlights the performers and under performers, but also allows for quick and seamless iterations into new channels should the experiment look like it’s not bringing in the desired target metrics.
All of these things are necessary barriers, and without them being time consuming and sometimes complex, the game of startup marketing would be a simple formula that everyone could follow. The fact that growth is not a simple formula is what growth hackers and full stack marketers live for, taking hold of the time and knowledge needed for successful campaigns, leaving the founders the time to focus on their business.