Month 20 Update: Shifting from Paid to Organic Growth — Benjmain Shapiro // benjshap LLC

Quotes

• “In terms of non-quantifiable goals, it was to understand who are our listeners, we tried to mitigate risks by cultivating new growth channels and we wanted to add value and utility by creating multiple forms of content and evaluate an opportunity to build out a podcast network.” - Ben“For our quantifiable goals, it was to reach 100,000 downloads per month, 100,000 dollars in sponsorship revenue, record a hundred episodes with unique and networking conversations and decide between scaling a new podcast or reviving an old one.” - Ben “We purposely decided to spend less on marketing this month and this is the second month in  a row that we’ve decreased our spend because we are focusing more on attribution.” - Ben“Even though growth is not hanging in the direction that we want to, it’s understandable because we’ve pulled back from a lot of marketing efforts.” - Ben“It’s not like our team is not focused on growth. We are just building more infrastructure than we are doing in marketing.” - Ben “We’ve on-boarded a new programmatic buying agency and a company that helps us do some of our analytics. One of the things we’re trying to tackle is figuring out how to do attribution for a podcast download which is tricky.” - Ben “One of the things we’ve done this month is focusing on bringing our PR outreach and some of our influencer marketing in-house.” - Ben “We’re pretty significantly past our revenue goal which I think is the headline for us as a business this year. We wanted to reach the 100,000 dollar revenue mark and we’re significantly over that and closing on with 150 or maybe 200 if we get lucky by the end of the year but we are short on our 100,000 growth goal.” - Ben “A big portion of our goal for next year is going to be a better evaluation of our business through data and setting up the KPIs for each step of the business.” - Ben “We’re focusing on organic growth because we feel like the more we can drive organic growth, the more sustainable our growth engine is going to be.” - Ben “So next year we’re going to be producing and publishing more content, we’re looking at new growth channels, and double-down and be strategic and data-driven in our organic marketing efforts.” - Ben