traction-book-notes
traction-book-notes
Traction: A Startup Guide to Getting Customers Weinberg, Gabriel
Traction = growth
Traction channels
(customer acquisition channels)
Startups get traction through nineteen different channels:
Viral Marketing = encouraging your users to refer other users.
Public relations = the art of getting your name out there via traditional media outlets like newspapers, magazines and TV.
Unconventional PR = doing something exceptional (like publicity stunts) to draw media attention.
Search engine marketing (SEM) = advertising to consumers searching on Google and other search engines
Social and Display Ads = advertising on popular sites like reddit, YouTube, Facebook, Twitter and hundreds of other niche sites
Offline Ads = TV spots, radio commercials, billboards, infomercials, newspaper and magazine ads, as well as flyers and other local advertisements.
Search Engine Optimization = making sure your website shows up for key search results.
Content Marketing = using eg. blogs to get traction.
Email Marketing = one of the best ways to convert prospects while retaining and monetizing existing ones.
Engineering as Marketing = using engineering resources eg. building micro-sites, developing widgets, and creating free tools that drive thousands of leads, to acquire customers.
Targeting Blogs = targeting niche blogs early on to acquire customers
Business Development = creating strategic relationships that benefit both your startup and your partner.
Sales = creating processes to directly exchange product for dollars
Affiliate Programs = get your products promoted via affiliate programs to reach hundreds of thousands of customers in a cost-effective way.
Existing Platforms = focusing your growth efforts on a mega-platform like Facebook, Twitter, or an App Store
Trade Shows = a chance for companies in specific industries to show off their latest products.
Offline Events = sponsoring or running offline events – from small meetups to large conferences
Speaking Engagements = leverage a speaking event, give an awesome talk and grow your startup’s profile at such speaking gigs.
Community Building = forming passionate communities around your products.
Tips:
- Until you start running tests, it’s difficult to tell which channel is the best one for you right now.
- You have natural tendencies (bias) toward or against certain traction channels. Think about which traction channels are you biased for and which traction channels are you biased against.
- Get one channel working that your competitors dismiss, and you can grow rapidly while they languish.
The Bullseye Framework
(or how to find the channel that will get you traction)
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