Hello! You're reading Fresh Salmon, your favorite B2B marketing newsletter that will help you hone your marketing skills in just a few minutes.

But before we dive into today’s edition, shoutout to Amy Mitchell, Product Director at Dell Technologies, for showing love to Fresh Salmon on LinkedIn. Thank you so much, Amy!

Now, let's get started. . . .

Owning Your Audience

Now is the time to grab control of your own destiny and break free of the chains of rented platforms if you want to reach your audience and drive new business.Let me share a cautionary tale with you. Twitter engagement has dropped by a staggering three-digit percentage in just a year.

Why is this happening?

It's due to a variety of factors, including algorithms picking favorites, users abandoning ships, personal disinterest, and even Elon Musk's enigmatic nature.

However, the impact goes beyond mere numbers. It's a wake-up call, revealing the inherent risks of building an audience solely through social media (aka rented media).Imagine a creator who once enjoyed a steady flow of 500-600 new followers weekly suddenly losing those followers every few days. External forces can quickly disrupt your ability to reach and connect with your audience, ultimately hindering your business' growth.Now here's the secret to mitigating this risk: Build an audience on platforms YOU own.

Don't limit yourself to social media. Take advantage of owned platforms, where your voice is unencumbered and your audience is within your grasp. Here are some avenues to consider:1. Newsletters: Deliver compelling and personalized content directly to your audience.2. Blogs and Podcasts: Share valuable insights and industry expertise to establish your brand's thought leadership.3. Slack Groups: Create private communities where meaningful conversations thrive and foster exclusivity.4. Private Membership-Based Communities: Invite like-minded individuals to come together, exchange ideas, and form valuable connections.Platforms such as these cannot be turned off or altered without your permission. Utilizing these channels gives you control and reduces your dependence on social media.Don't completely ignore social media, though. Complement your owned platforms with it as an amplification tool. Smart B2B brands are doubling down on their control of channels to take charge of their fate.Don't follow the crowd. Take your brand to the next level. Develop a platform that enables you to deliver your message directly to your audience, without intermediaries interfering.Taking a forward-looking approach to B2B can help you overcome the limitations of rented platforms.

Natural Segmentation on Social Platforms

Post TikTok videos without saying anything.

That's right. I said that. TikTok is something I've been experimenting with recently. I would like to share with you an interesting observation.

Khaby Lame is the guy with the largest following on Tiktok, with around 160 million followers. In his videos, he never says a word. 

A guy who cuts wood in the forest has a huge following. Also, he does not say a word.

A South Asian old guy who cooks food and has a large following. He never speaks a word.

It's clear that TikTok is an international platform, used by people all over the world. 

Making videos where you don't have to speak might actually increase your viewership or impressions. 

How come? 

Half of the people on TikTok don't speak or understand English, so if you make a video in English, they won't be interested, which means they won't engage with your video.

Language barriers create what I call "Natural Segmentation". It's a term I coined. You heard it here first.

To test it further, I decided to do a small experiment. 

Recently, I've been getting around 300 organic views on my videos, where I share my deep thoughts based on my professional and personal experiences. 

I decided to post a random video of a bird-repellent windmill from my garden. Obviously, without me saying anything in the video. 

Guess what... It got the same number of views as my other videos...LOL

At the end of the day, natural segmentation plays a role. Go experiment and share your results :)

Choosing Your Growth Strategy Amidst the Noise of Success Stories

Are you ready to embark on a transformational journey where creativity, constraints, and boundless growth meet? Discover how limitations can unlock the potential of your business as we explore the world of start-up artistry.Scaling a start-up is like creating a masterpiece - an exhilarating experience filled with endless possibilities. In the midst of a sea of choices, decision paralysis often sets in. 

How should you choose a path? Despite the overwhelming noise of success stories everywhere, how do you prioritize?Here's a secret: Think like an Artist.

Orson Welles once said: "The absence of limitations is the enemy of art".

Creativity requires accepting constraints. You are able to produce meaningful and impactful work when you work within defined boundaries, enabling you to ignite your critical thinking and unleash your untapped creativity.

Growth and innovation are not hindered by constraints but fueled by them.Let's apply this artistic approach to your start-up journey.It may seem that limitations abound, but every start-up has its own unique challenges and opportunities. Take advantage of those limitations as stepping stones to success:- Challenge: You have limited runway, time is of the essence.- Opportunity: Dominant players monopolize paid spend, inspiring you to explore unconventional marketing channels.- Challenge: Your target audience isn't easily reached on popular social platforms.- Opportunity: Find inventive ways to connect with your niche audience and build genuine relationships.- Challenge: Your budget restricts a full-fledged sales team.- Opportunity: Leverage technology and automation to streamline your sales process and maximize efficiency.Write down your limitations in order to find your starting point. You will be able to pinpoint what matters most to your business by setting these self-imposed boundaries.During this exciting journey, resist the temptation to explore every possibility. Like an artist, you too should concentrate on strategies and approaches aligned with your goals. Your unique path to success can be achieved by prioritizing strategically.Scaling is all about diversity, so don't forget that. There is no one-size-fits-all solution. Don't be afraid to embrace your startup's individuality, unleash your creativity, and let your journey unfold naturally.Are you ready to embark on this artistic expedition, my fellow marketers? Your start-up will transform into a masterpiece of entrepreneurial brilliance when you embrace limitations and infuse every decision with creativity.Your creativity will know no bounds and your success will be unparalleled.

Interesting Thing That I Read This Week

This is such a valuable dataset provided by Florin on LinkedIn. The Sales Cycle Length is based on 20,000 tech companies in the last 4 months. The Sales Cycle Length is in Days.

Tweet That I Noticed This Week

I started writing Fresh Salmon in July 2022, this is exactly how I feel. Just keep writing and deliver value to my readers, You All!

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. I love you ❤️