S16 · Growth Channels

Other Marketing Channels

TikTok, SEO, Affiliates, Podcasts

Section 16 / Growth Channels / by Rob Ward

Founder's Principle

Depth Before Breadth

More channels sound like more opportunity. But the addressable audience within a single well-performing channel is usually so large that you're not even touching the sides. Getting from 10% to 30% of a channel's potential is almost always higher ROI than going from 0% to 5% on a new channel. The default should be depth first. Diversify from a position of strength, not boredom.

Key topics covered

When to Diversify
Every mature DTC brand needs channel diversification - diminishing returns at scale, platform risk (iOS 14.5 proved this), and different channels reaching different audiences. But diversification too early kills focus.
TikTok
Creative approach: Native-looking content wins. Spark Ads (boosted creator content) often outperform traditional creative. Hook in 1-2 seconds. 9:16 vertical, 15-30 seconds.
SEO & Organic Search
Search Engine Optimisation (SEO) takes 6-12 months but compounds. For most brands under $2M, time is generally better spent on paid media, but get the foundations right to avoid costly rebuilds.
Podcast Advertising
Podcast advertising can work for the right brand and audience, but apply the same discipline you would to any channel: is it moving the needle? Unique discount codes, vanity URLs, post-purchase survey attribution.
The Channel Diversification Decision Framework
Before adding any channel, five questions must all be yes. Gut feel gets you started. Numbers tell you whether to keep going.

Rob's take

One of our best SEO plays at Quad Lock was building blog posts as high-intent landing pages for specific use cases. We'd write a post like "Best BMW R1200GS iPhone/Galaxy Mount" targeting the exact long-tail keyword a rider would search. It wasn't a blog post in the traditional sense. It was a product page disguised as helpful content: keyword-rich title, hero image showing the product on that specific bike, social proof from real customers, a product video, and a direct link to buy.

Someone searching "best BMW R1200GS phone mount" has already decided they want one. They just need to know which one. We gave them the answer, backed it with proof, and made it easy to buy. We built dozens of these across different bike models, car models, and use cases. Each one sat on the site bringing in ready-to-buy customers day after day, at zero cost per click.

This section is about when additional channels actually deserve attention, how to test them without losing focus, and where they can complement the core engine instead of distracting from it.

When to Diversify

Creative approach: Native-looking content wins. Spark Ads (boosted creator content) often outperform traditional creative. Hook in 1-2 seconds. 9:16 vertical, 15-30 seconds.

Typical ranges (at time of writing): CPM $3-$10, CTR 0.5-1.5%, CPC $0.50-$2.00, ROAS 2-4x. These are evolving as the platform matures and competition increases.

TikTok Shop has moved from experiment to legitimate commerce channel. In-app checkout eliminates redirect friction (2-5x higher conversion than sending traffic to an external site). Creator-driven selling through affiliate programmes powers discovery. And live shopping, while still early in Western markets, is growing.

But the economics deserve scrutiny.

How it works:

In-app checkout: Customers buy without leaving TikTok. You connect your Shopify catalogue and manage fulfilment.
Affiliate programme: Creators promote your products for commission (typically 10-20%). You set the rate, they make the content.
TikTok Shop Ads: Spark Ads boost organic and creator content. Video Shopping Ads drive directly to in-app purchase.
Live shopping: Real-time selling through livestreams. Works well for beauty, fashion, and demonstrable products. Requires dedicated team and production.
Fulfilment: Ship-by-seller (you handle) or Fulfilled by TikTok (TikTok handles). Evaluate based on control, speed, and margin impact.

The economics:

Who it works for:

Impulse-purchase products that are visually demonstrable
AOV under $50 is the sweet spot (higher price points can work but conversion drops)
Products where seeing it in use drives the purchase decision
Brands that can produce or source high-volume short-form video content

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What you'll walk away with

Primary channel (likely Meta) performing above breakeven ROAS before diversifying
Decide whether TikTok fits your audience, product, and creative capacity.
SEO technical foundations in place (audit complete, schema markup, sitemap submitted)
Content calendar established with 2-4 articles/month targeting commercial keywords
High-intent blog post strategy mapped: use cases, models, "best X for Y" queries identified
Affiliate program launched with clear terms (commission structure, cookie window, brand guidelines)
Affiliate incrementality monitored: new customers or capturing existing conversions?
Referral program live with two-sided incentive
Decide whether podcast advertising fits your brand and document the measurement plan.
Channel diversification five-question framework used before adding any new channel