Finding the right channels to go-to-market

Do not index

One of the biggest challenges in building a product or service is figuring out the right channels to attract customers. With so many options—social media, blogs, newsletters, forums, podcasts—it can be overwhelming to choose where to focus your efforts.

Over the past four years of running Lunch Pail Labs, I’ve experimented with a variety of channels, and I often get asked about what has worked best for me. Here’s a quick rundown of the channels I’ve tried and my thoughts on each.

A journey through channels

Here’s a look at the different channels I’ve experimented with and my thoughts on each

Twitter

Twitter was the first channel I explored—initially by accident and for fun. It helped me connect with people and even land my first big contract. But it’s a constant grind. Posts lack staying power, so you’re not building a lasting asset. When I took time off after my dad passed away, returning felt like starting from scratch. Twitter demands constant attention, making it less appealing for long-term sustainability.

Podcasts

I explored podcasting primarily as a creative outlet rather than a customer acquisition channel but was pleasantly surprised to find that some clients did listen. While it didn’t significantly impact my business, it helped clarify my thoughts and attracted a small, loyal audience. Ultimately, I decided to focus on channels with a greater impact on revenue.

Like Twitter, LinkedIn offered visibility but was a big energy drain. From my observations, short-form business insights seem to fit the platform best, but I’m not particularly interested in creating that type of content. Crafting posts for LinkedIn felt like another job I didn’t enjoy. Also, similar to Twitter, LinkedIn posts are ephemeral—they show up on your profile, but the content doesn’t work for you long-term the way it can on other channels.

YouTube

YouTube is great, especially for developer tools and builder content, making it excellent for lead generation. Video production is however extremely time-intensive, but it can be a long-lasting asset that continues to attract interest. Even with a small channel, I still get comments and traction from a few videos.

I plan to use video for add-on launches, but I’ve scaled back on turning blog posts into videos due to the effort involved because video production is very much another job. If I invest more in this channel, I’d likely hire help for production. For now, I’m focusing on channels that can be more sustainably integrated into the rest of my work.

Newsletters

Newsletters are great for keeping an existing audience engaged, but they haven’t been strong for new client acquisition. They work best when paired with other methods, like my blog, to maintain interest and connection, but typically some other channel has been the first interaction.

Cold Outreach

I’ve tried cold outreach at times, and it can work well when there’s a really large Total Addressable Market (TAM) and the low conversion rates are worth it. Statistics suggest you can close 1 customer for every 142 cold emails sent. That’s a lot of effort with not much to show for it. Plus, no one really likes receiving cold emails. Since I operate in a niche market, there’s a risk of coming off as a huckster. I’d rather build a business that relies on more authentic relationships.

Forums & Niche Communities

Engaging with niche communities where my products are relevant has felt natural and delivered great results. I even use this approach for clients when acquiring users for integrations. Forums are searchable, with posts that can be found for years to come. Those searching are often high intent—they’re literally looking for a solution.

Blogging

Blogging is another channel I’m invested in, especially since the content can be repurposed for other platforms. While it’s not a core revenue driver yet, it helps me flesh out ideas and serves as an asset with staying power. I’ve just crossed 100 published articles and am starting to see leads come directly from that content. I’m interested in continuing to invest in blogging to see how this channel might grow. Plus, when you own your content, you’re not at risk from platform changes, making it a reliable long-term asset.

SaaS Ecosystems

In these ecosystems, I employ a form of engineering as marketing. This year, engaging with SaaS ecosystems has been my biggest revenue driver, accounting for over 90% of my income. Users of tools I’ve developed—such as plugins or components for various SaaS platforms—often reach out to work with Lunch Pail Labs, even for service projects. This approach doesn’t always involve paid products; it's part of the growing paradigm of engineering as marketing. Creating these tools aligns perfectly with my passion for building, making this strategy both fulfilling and energizing for me.

Finding a sustainable channel

Not all channels are unique—blog posts might evolve into forum discussions, or a newsletter issue could spark new connections. However, these are the primary strategies I've learned and tested over the years.

A few guiding principles shape the channels I want to explore further and influence how I run Lunch Pail Labs (though that's a topic for another day 😉):

Building Assets: I prefer channels that contribute to a lasting body of work rather than just temporary content. Even if a channel doesn't succeed, I can still value and reuse the work I produced during that time.

Avoiding Additional Burdens: Life is busy, and managing a solo business is challenging. I focus on channels that complement my existing work with add-ons and clients, avoiding unnecessary complexity.

Channels that align with my strengths and interests: I focus on those I genuinely enjoy. Since Lunch Pail Labs is a solo venture and aims to stay that way, the platforms and methods I use must match my preferences. If growing the business requires activities I dislike, then this might not be the right venture for me. Unlike larger teams where tasks can be delegated, as a solo entrepreneur, the business should fit with my personal interests.

Potential for Revenue: I invest in channels that show promise for generating new revenue and resonate with my Ideal Customer Profile (ICP).

The channels I’m currently focused on

Given what I've shared, here’s where I’m focusing my efforts right now:

Blogging: This remains a cornerstone of my strategy. I genuinely enjoy writing, and it’s an effective way to engage with my audience and clarify my own thinking. I’m all about creating content with lasting value.

SaaS Ecosystems: Building software add-ons is both rewarding and effective. This approach lets me build products and market simultaneously, using my development skills to attract clients who appreciate my work.

Newsletter: I’ve found a groove with my newsletter—sharing my latest blog posts and updates. It’s a low-pressure way to keep my audience engaged without having to constantly create new content, while staying connected with those already interested in what I do.

And that’s a wrap, what channels have you tried, and what works for you? I’d love to hear about it. Send me a note.