Why You Shouldn't Start Performance Marketing Before Product-Market Fit
Learn why there's likely too much noise, not enough signals for this to be effective.
This is a Public Service Announcement prompted by conversations with early-stage founders on growth and performance marketing.
Yes, performance marketing can AMPLIFY your acquisition efforts [and efficiently if managed well], but avoid using it to VALIDATE.
It’s just not a great shortcut to get to Product-Market Fit faster. Why?
If your campaigns don’t work [i.e., they don’t generate scale or efficiency], it will be difficult to unpack why. There are many moving pieces. And it will be challenging to separate signals from noise.
For starters:
- Did you pick an appropriate channel/platform?
- Are you targeting the right audience?
- Is your creative and messaging on track?
- Does your bid strategy make sense?
- Have you picked the right ad format and inventory?
- Is your landing page optimized to engage and convert?
Or, at a more fundamental level - has your product first proved it should exist? Is it adding value for a specific audience? And have they demonstrated a willingness to pay for it?
I’m not saying your performance marketing campaign can never succeed pre-PMF, but this is the equivalent of a broken clock being right twice a day. It’s a gamble and an unnecessary one.
You’re much better off using your network/referrals, organic channels, and communities to get that first cohort or first customer. Test your value proposition, get feedback, and adjust the pieces of the puzzle till you know what works.
And only then add fuel to the fire. Here are a few handy tips to get you started.
and tech.
No fluff.
