A speaker (Matthew Kelly) argues that many brands overemphasize organic content and "looking cool," which may be short-lived and capped (around ~$1M/year) without performance marketing. He recommends prioritizing performance marketing to build a repeatable acquisition machine that can scale, then invest deeper in brand marketing later.
I think far too many brands get obsessed with like, organic content and looking all cool. I think that has a place. But without performance marketing and building a repeatable acquisition machine, I think that stuff will be short lived, vulnerable to algorithm changes, and honestly just probably cap out at about a million per year. Obviously, there's it's not a hard and fast rule, but that's, that's been my experience. And that's not just me, that's a lot of other people I spoke to. At the end of the day, a brand that looks bad and scales efficiently through performance marketing is better than one that looks great and can't scale. And then I think you can go deeper on branding later on, which we're only really starting to do now, which some people might not agree with. But I mean, really invest in brand marketing.
