Now that Owner Magazine is up and running, I have new work in front of me. On one level, I work with all my authors to make sure we’re creating really useful business information for people just like you. I work with Rob Hatch to ensure that we’re creating interesting opportunities for our launch partners and future sponsors/advertisers. But my primary goal beyond that is building the community and attract new readers, and to empower the Monchu. Part of what I’m learning is what matters for those efforts and what doesn’t, what works and what doesn’t.
I know, for instance, that subscribers to my newsletter are FAR more responsive and interactive than any other digital touchpoint I have. This blog post will drive a dozen or so people to go check out Owner magazine, but a pointer via my email newsletter (which has now 1/4 the size of the amount of people who will see this post) will drive hundreds and hundreds of people to check it out. Thus, with that in mind, if I really want you to see something and it really matters to me, I may or may not blog about it here, but I will definitely touch the newsletter list and ask them to check it out.
Test and Test and Measure and Test
I’m reading Growth Hacker Marketing (affiliate link) by Ryan Holiday right now. Early on, one of the first big points I came to appreciate in the book is that he describes how the growth hackers differ from traditional marketers insofar as more of their efforts are placed on experiences they can measure. For instance, growth hackers spend more time figuring out which technologies move which dials in this or that analytical tool. I’ve gone from NEVER doing things like that to paying $100 on Facebook and seeing what I get for it (so far about $20 for 60 clicks, so not exactly stellar, but I’ve learned a lot about what I don’t know). I never used to care about testing and measuring. I just worked by feel. And I still do to a large extent. But I see the wisdom in knowing my stats a little better.
I had a chat with Christopher S Penn over lunch the other day, and he mentioned that Twitter had some really neat new analytics. I’d never even seen those before:
That’s the activity around Owner so far. Not bad, consider we just launched. But I also see that I want to do more to up the ante. I want to know how else to get attention and traffic and build some community from it. But is Twitter really my target? Not necessarily. So I’m learning to court places I’ve really not done much with for a while, like LinkedIn. That’s not panning out yet, but I’m measuring.
What Works and What Doesn’t
I’m hard at work writing my new book and in so doing, I’ve been thinking about how some entrepreneurial types do certain things whether or not they work, just because they used to work, or you believe they did. For instance, Twitter used to be really great for me for promoting and marketing? Now? Not so much. And yet, I hang around there a lot more than I should, given the value I receive from there (in a purely business perspective).
What works? Connecting with people. What works? Helping others by solving their challenges directly. What doesn’t work? Just lobbing things over the wall. What doesn’t work? Hoping my efforts are being helpful without measuring.
Do your work and do it where it makes sense. That’s what will help you find your success.
And if you’ve not yet checked out Owner, prove me wrong by clicking that link and mess up my stats by showing me that you visited the site. : )