Matthew Kelly argues that quirky LinkedIn stunts and organic marketing from new London consumer brands are mostly fluff. Real community comes from actual customers, not content. In early months, organic growth often represents only 10% of what paid ads deliver.
But having said that, I still think the best way to build community is just get customers. The one thing that I always find interesting, there's a lot of new brands that pop up, especially like sort of London consumer scene. I'm gonna name no names here, but there's a few that are coming to mind and they're really good at. And I've met some of these founders and I've said this to their face, but, like, they're really good at all the foundry content. Like the cool quirky stuff. Like, I don't know, maybe they wrap a Range Rover in their logo and everyone loves it on LinkedIn. Maybe they get some, like, organic press and then you find out the numbers and it's like, oh, that's 10% of what we did just with paid ads in the first six months. And then it's like, what are you trying to optimize for.
