We all know a founder who has experienced that coveted "going viral" moment.
The video that gets millions of views overnight. The tweet that gets shared a million times. The product launch that becomes the talk of the town.
But here's the secret…
Going viral and chasing quick growth are actually two of the biggest mistakes that founders make in their growth journey.
It sounds so obvious but the idea that a few headlines will result in growing your customer list from 0 to 100 overnight, like magic, it is absurd.
The numbers prove this theory right. And those who know the difference between a spike and sustainable growth are the ones building real companies.
Let's break it down…
In This Article, You Will Learn:
Why Going Viral Is The #1 Mistake
We get it, going viral is the dream.
Millions of eyeballs on your brand in a matter of days. A massive spike in web traffic. So much social proof pouring in.
It's a marketer's dream.
But that's where the dream ends.
You see…
Viral content doesn't convert.
And the few times it does, it only has one purpose and that's getting a quick spike in the numbers.
So why is it bad?
Easy…
Going viral, in most cases, will attract the complete wrong audience.
Customers that have zero interest in your product or service. They'll come, eat the content for breakfast, lunch and dinner and that will be it.
No purchases. No retention. Just fake growth.
The numbers…
Hootsuite recently conducted research that shows attitudes toward "going viral" have soured among marketing professionals. The same survey concluded that these negative results were coming from people who are sick and tired of viral content that doesn't convert.
Tarun Gehani, who boasts a comprehensive background in growth strategy and startup consulting, is an advocate of growth that can be sustained and measured.
When you work with Tarun Gehani consulting services, you discover why you shouldn't worry about going viral and should focus on how you can build growth in your business.
The Sustainable Growth Framework
What, then, is a sustainable growth?
Well, if going viral isn't the answer, what is?
Simple.
Sustainable growth doesn't look as sexy as a viral moment on social media. In fact, it's the complete opposite. But it is also 100x more effective.
And here's why…
Imagine the difference between getting 100,000 visits to your website on day 1 due to a viral moment and getting 5,000 visitors a month to your website consistently for 12 months, thanks to a growth plan.
Which one will work better in the long run?
The answer should be obvious, right?
The sustainable growth framework is divided into three major pillars:
Easy-peasy, right?
The Most Common Mistakes Founders Make
There is a big list of common mistakes most founders make on their journey to growth.
And although, there are many wrong moves, there are 4 key mistakes that we see over and over again.
Let's talk about these…
Mistake #1: Thinking That Attention Equals Revenue
We can't emphasize this enough.
Attention does not equal revenue. Not in the slightest.
A video on TikTok with 10 million views might make your heart skip a beat. But if those 10 million viewers aren't your ideal customer, it doesn't mean a thing.
Founders need to ask themselves this simple question…
Will this video, blog post, tweet or media feature bring me people who will buy my product or service?
If the answer is no. Click the back button and move on.
Mistake #2: Scaling Prematurely
This mistake is right at the top when it comes to the startups that are going bust faster than most.
Research shows that 74% of high-growth startups fail due to premature scaling. That includes scaling marketing efforts before the business is ready.
If your product isn't tested and tried, going viral is simply a fast ticket to disaster.
Mistake #3: Unit Economics
Unit economics is the holy grail of growth.
It's what tells you which channels and methods of growth are worth the time and money and which are not.
Chasing virality and attention has terrible unit economics. The cost per customer acquired via viral campaigns is sky-high. Predictability in these channels is usually very low.
Sustainable growth is based on the principle of channels with the best unit economics.
Mistake #4: Trend Chasing
Trends are great. They show that there is a demand for a product or service. However, it is important to understand that trends change. And as it changes, the algorithms change overnight.
Chasing these trends and using them as a basis for growth is dangerous.
A growth system on the other hand, is much more stable and long lasting.
How To Build Growth That Lasts
Building a growth system that works and last requires one thing first and foremost.
Shifting your mindset and accepting that slow and steady can win the race.
Slow and steady progress over time will always beat a spike in the numbers that crashes and burn just a few days later.
How is it done then?
Let's dig in…
1. Start with product-market fit
It is very easy to have a thousand customers right after launch if you just spam. But what happens a few months or weeks down the line when those customers realize the product or service is not good or has been overhyped?
Product-market fit is what should come first.
Founders need to spend time with their customers, see their retention metrics and understand both the reason why people buy their products and why they stay.
2. Compounding Content
Viral content is only viral for 72 hours max.
Building evergreen content that can last for years is something founders need to invest in.
Blog posts, content hubs, guides and resources that solve the problems your audience have and answer the question they ask regularly are evergreen content that will provide you with results for years to come.
It may not be exciting, but it works.
3. Retention First
Customer acquisition is expensive.
Customer retention is not.
Before spending a fortune on getting new customers, founders should ensure that they have solid systems in place to keep the customers they already have.
Retention is done through a series of methods like email sequences and follow ups, customer success process, community building and more.
4. Diversify your acquisition channels
If you build your marketing, or for that matter your business, on one channel. You're asking for trouble.
Platforms, and their rules, change. Markets shift. New methods and acquisitions channels get introduced.
Building a portfolio of acquisition channels that also include your organic search and scaling paid advertising efforts and referral and partnership are some examples that will serve you in the long run.
Conclusion
Going viral is sexy. Explosive growth due to quick hype building and the thought of a thousand users a day are very appealing.
But that's not how real growth is built.
The founders who are building real, sustainable businesses understand the difference between a spike in the numbers and true, sustainable growth.
Real growth is slow. It might seem boring at times. But it compounding.
Quick recap:
The most successful founders have resisted the urge to chase the illusion of viral growth. Instead, they focused on what actually works to build growth systems that compound over time.
