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Traction A Startup Guide To Getting Customers
Written By: Gabriel Weinberg and Justin Mares
By: Fianna
McClain
What Is TRACTION "Anyways?!?
u Sign that your business is taking off
u Quantitative evidence of customer demand
u Growth
u The pursuit of Traction is what defines a Startup
Find the channel that is best for your business, it is very likely that
one channel is optimal for you!!"
Step 1: Brainstorm
Step 2: Rank
Step 3: Prioritize
Step 4: Test
Step 5: Focusing
Step 6: Repeat, if Necessary
Every Startup Has A Product, Not Every Startup Has
Enough Customers
“The number one reason that we pass on
entrepreneurs we’d otherwise like to back is they’re focusing on
product to the exclusion of everything else.”-Marc Andreessen
There are 19 TRACTION Channels That You Need
to Know About!! 1.) Viral Marketing 11.) Targeting Blogs 2.) Public Relations 12.) Business Development�
3.) Unconventional PR 13.) Sales 4.) Search Engine Marketing 14.) Affiliate Programs 5.) Social and Display Ads 15.) Existing Platforms 6.) Offline Ads 16.) Trade Shows 7.) Search Engine Optimization 17.) Offline Events 8.) Content Marketing 18.) Speaking Engagements 9.) Email Marketing 19.) Community Building
10.) Engineering as Marketing
Viral Marketing
We Use Viral Marketing!!
The Shorter, The Better
o The process of getting your existing users to refer others to your product
o Creates true exponential growth o Successful viral strategy involves constant testing, measurement, and trying new things
Public Relations v Gain Traction Through Traditional Media
v Get On Traditional Media Via Smaller Blogs
v Build Relationship With Pertinent Reporter
Unconventional PR Publicity Stunt Customer Appreciation
Search Engine Marketing
Generate Instant Results Through Pay-Per-Click
Advertising on Google, Yahoo! and Bing
Constantly Be Testing!!
Ad Copy
Keywords
Demographic Targeting
Landing Pages
CPC Bids
Social & Display Ads
Goal Of Social Ads Is Awareness-Orientated.
Purchase Takes Place Further Down The Line.
Allow You To Reach A Very Broad Audience Since Display Ads Are Present On Most Sites On The Internet.
Of2line Ads
More Money Is Spent On
Offline Ads Than Online Ads!!
Use Coupon Codes To Measure Effectiveness!!
Search Engine Optimization Improve Your Ranking In Search Engines And
Get More People To Your Site.
Content Marketing�Use Blogs To Educate And Reach Your�Customers By Creating Quality Content.�
Email Marketing • Acquire Customers. • Build Familiarity With Prospects.
• Move Customers Through Your Funnel. • Retain The Customers You Already Have.
• Personal Traction Channel. The More Personal, The Better.
• Email Can Be Used At All Stages Of The Customer Lifecycle.
Engineering As Marketing
² Create Simple Ways To Engage Potential Customers That Naturally Lead To Your Main Offering.
² Make Useful Tools To Generate Leads and Expand Your Customer Base.
Targeting Blogs Best Tools To Find New Blogs
Search Engines You Tube
Delicious Twitter
Social Mention Talk To People
Works Best At The Beginning Stages And Is
Not Infinitely Scalable-Good Way To Get Your First Users
Exchange Value Through Partnerships To Reach Customers In A Way That
Benefits Both Parties.
Sales Good For Products That Require Interpersonal
Interaction Before A Purchase-Often An Expensive One.
Affiliate Programs Main Traction Channel For Many Ecommerce Stores
Retail Affiliate Programs Will Use q Coupon/Deal Sites q Loyalty Programs
q Aggregators q Email Lists q Vertical Sites
Existing Platforms Use An Existing Platform To Reach Potential Customers And Gain Traction!!
ü App Stores
ü Browser Extensions
ü Social Media ü Newer Platforms
Set Up Meetings With People, Before The Event, So That You Can Actually Meet With The People You Want To Meet With.
u Editors Of Online And Offline Magazines
u Bloggers You Like u Existing Customers u Potential Customers
u Your Vendors u Your Competition u Potential Partners
q Offline Events Give You The Opportunity To Engage Directly With Potential Customers About Their Problems.
q Works Well When Your Target Customers Do Not Have
A Place Online To Congregate. q Effective For Startups With Long Sales Cycles.
Community Building
Build A Strong Community By Creating, Cultivating And Empowering Evangelists For Your Product. If People Are Passionate About What You Offer Then They Will Likely Assist In Other People Becoming Passionate Too.
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