I hope in part 1 of this series we got your mind reeling of the real mechanics and nuisances to marketplace dynamics. Now, we'd like to fill in the color to provide a full picture to marketing marketplaces.
After my experience of 1) failing to grow a marketplace (Emntr) and 2) successfully helping to grow a marketplace (Rover), I enter Assurance with a strong foundation marketing for marketplaces. I'd like to share the same wisdom here.
In the early days of a startup, you should deliberately take action to grow your business that DOES NOT scale. Why? Because 1:1 communication is invaluable.
Look, I'm not here to tell you to "go to networking events" but to share some of the more creative yet effective tactics to grow your customer base in a non-scalable, low-cost way.
The next time a marketer pushes the concept of using saturated marketing channels like social and search ads, pause and consider these average CTRs (click through rates).