A few years ago, I started my first “real” tech startup.
At the time, I thought I had a marketing problem. I was constantly thinking: if only I could find a clever strategy or get an expert digital marketer to make it work, I would finally make decent money… Of course, that was over 3 years ago and I now charge premium for my marketing services.
“Hey, I need a good growth hacker.”
“Hey, I need some clever digital marketing so we can get some leads.”
“Hey, I don’t have any money, but can you get us some signups? You know, just a thousand or something like that?”
Most digital marketers have probably heard these sentences more times than they can count on both hands…
We’ve all done this: Launched a new website for our company, installed Google Analytics to track all sorts of data, and proceeded to occasionally keep an eye on our traffic and looking at the sources.
And that’s a problem. Most startup companies won’t use Google Analytics as a key tool to make business decisions, nor will they ever go deeper than looking at the basic reports. They will focus on the metrics that will make them feel good, such as the increase in visitors and pageviews. These are called vanity metrics, and they’re totally worthless at helping make decisions.
This article was initially published a year ago on the Launch36 blog. I stumbled on it today, and thought I should re-publish it here. Enjoy!
Launching a startup is irrational. If you’re a startup founder, you know that already. You never have enough time, you go through a roller coaster of emotions and you barely have any time for anything aside from your business. However; despite the chaos of entrepreneurship, I have chosen to embrace startup chaos and turn it into a career.