SlideShare una empresa de Scribd logo
1 de 29
Joshua Harper
Definition-“Traction is basically quantitative
evidence of customer demand.”
-Naval Ravikant
19 Channels
 Viral Marketing
 Public Relations
 Unconventional PR
 Search Engine Marketing
 Social & Display Ads
 Offline Ads
 SEO
 Content Marketing
 Email Marketing
 Engineering as Marketing
•Targeting Blogs
•Business Development
•Sales
•Affiliate Programs
•Existing Platforms
•Trade Shows
•Offline Events
•Speaking Engagements
•Community Building
As I’m creating this presentation I received two
time delay emails from Slideshare showing me
how to use the product. This is a great example
of Lifecycle messaging as I had not yet become an
active user as defined by them. If only those
tutorials were more readily available on the site
maybe I would have finished the presentation
there rather than on Powerpoint. Good attempt
Slideshare, you can’t win them all.
1. Brainstorm-Think of at least 1 idea for every channel
2. Rank-Rank your best options
3. Prioritize-Tier your options selecting those you will focus on
4. Test-Test your options focusing on your “inner circle” first
5. Focusing-Focus on your best traction channel and optimize
Repeat
50% Product 50% Traction
•Divide your time equally between developing the
product and developing traction for your company
•“Move the needle” Focus on tactics that provide a
measurable benefit to your company
•Remember metrics: have a way to measure your
efforts with actual numbers and data
 Once you find a traction channel that works
scale it and continue to monitor progress
 When customer acquisition from a channel
drops too low (the channel becomes saturated)
pivot and select another channel to focus on
 Some channels will work early on but will not
scale as well once your startup grows
Definition-Eventually every marketing channel
becomes saturated
Implications:
 Continually test your traction channels to see
which are performing
 Know when to pivot to a new channel
 Do A/B testing to optimize your channels
 Set specific goals you can work toward
 Develop milestones to reach that goal
 Measure each decision you make against how
it furthers your goals
*Remember to measure your moves with metrics
so you can see the affect your efforts have
Going Viral-Every user that signs up brings another user
to the platform
Viral Loop-A user of your product exposes others to it and
they become users themselves then repeat this cycle
Viral Coefficient (K)=# of invites sent * conversion rate
*It’s all about numbers. Measure your viral coefficient and
make incremental improvements to increase efficiency
Definition-All of your company’s public
messaging
 Start small and target blogs that bigger news
sources draw on for content
 Build relationships with reporters, bloggers,
and other figures in your industry
 When you pitch make sure you have
something worth pitching
Definition-Generating a buzz through stunts or
uncommon actions
Publicity Stunt-Doing something out of the
ordinary to generate media awareness
Customer Appreciation-Small uncommon acts of
appreciation toward your customers that
generate word of mouth and sometimes media
coverage
*It is difficult to be successful in this space but if
done right it can have huge dividends
Definition-The placement of ads on search
engines
 Have a good set of keywords
 Craft and continually test landing pages
 Having a high quality score gives better ad
placement
 Once your campaign is running use advanced
tools like; retargeting, negative keywords,
scripting and conversion optimizer
Definition-Ads placed on social sites
 These ads generate demand and work to build
the brand
 The trick is to make your ad feel like content
that the consumer wants to engage with
 Social ads are about building a relationship
with the consumer and converting them to a
sale over time rather than immediately
Definition-Traditional advertisements through
print, radio, television, etc…
 It is very difficult to directly measure the
effects of offline ads
 Offline ads are best used to build brand
awareness and recognition rather than drive
sales
 Be creative with how you use offline ads. The
medium has been saturated and consumers
typically ignore you unless you can do
something differently
Definition-Optimizing your ranking on a search
engine to appear higher in the results.
Rankings are based on content and the number
of links to your site.
Two Strategies:
Fat Head-Ranking high for a few terms that
directly describe your company
Long Tail-Ranking high for many longer terms
that are highly specific
*The majority of searches done are long tail
Definition-Generating awareness by providing
content customers want to interact with
 Develop content your target audience cares
about
 Blogs are a popular form of content marketing
that drive traffic to your site and increase your
SEO
 It takes time for your blog to perform well.
Allow six months for it to gain traction
Definition-Emailing customers directly
 Don’t just buy an email list, that is spam
 Exchange content (blog posts) for customer email
addresses
Lifecycle Email-Emailing customers at different times
depending on their interaction with your product
in order to help drive them to an “active” state
 Use this to upsell customers as they max out their
current account limits
 Leverage your users’ contacts by providing
incentives for them to invite friends
Definition-Creating useful tools through
engineering that give your company exposure
to the customer
 Tools your engineers create for your business
can also be provided to customers
 Providing customers with a useful tool is a
good way to introduce them to your company
and make them more likely to convert
 Think of what you create as assets that can
continually generate customer leads
Definition-Generating support from blogs your
customers are interested in
 Works well early on but doesn’t necessarily
scale well
 Smaller blogs are sometimes a feeder for larger
news outlets
 Increases the number of links to your site
driving SEO
Definition-Developing mutually beneficial
business partnerships
 Pick a business partner that can help you
 Think about the value you provide to your
business partner as well
 Many partnerships fall through so have a
continual pipeline of potential partners ready
 Marketing should both direct sales toward
relevant leads and provide them the material
they need to display the product and convert
the customer
 Build a repeatable sales model so that it can be
scaled
 Utilize SPIN selling by asking leads questions
 Get verbal confirmation for each step of the
sales process
Definition-Paying another company for
generating a lead or sale
 Affiliate programs are especially popular when
your product is expensive (insurance)
 Look to existing affiliate programs like
Clickbooth and Neverblue
Definitions-Platforms that already have a large
user base (App store, Facebook, Twitter, etc…)
 Target your customers by utilizing the
platforms they typically use
 New platforms pay off well if you can enter
that space because it is not yet saturated
Definition-Industry specific shows that allow
companies to show their products to others
within the industry
 Make sure a trade show lends itself to your
current traction goals
 Make sure your booth and interactions aim to
specifically further your goals
Definition-Sponsoring some kind of event in
order to have beneficial interactions with
customers or potential partners
 This is an underutilized space for most start-
ups
 Effective early on but can be more difficult to
scale
 Start with a small event and scale up
Definition-Speaking about your company at an
event that garners an audience
 Conferences are often centered around a topic
or industry so choose one that you bring value
to
 Industry specific conferences can gather a large
number of influential industry members to one
place
 Tell a story that directly relates to your
company and is engaging
Definition-Building a community around current
users
 Create evangelists or consumers that are
passionate about your product and actively
recommend it
 Foster connections between evangelists and
typical users
 Start this process early on to set the stage as
your company grows
Thank You

Más contenido relacionado

La actualidad más candente

How to use your Content for Paid Social Media
How to use your Contentfor Paid Social MediaHow to use your Contentfor Paid Social Media
How to use your Content for Paid Social Media White Hat Media
 
Facebook ads and boosted post
Facebook ads and boosted postFacebook ads and boosted post
Facebook ads and boosted postKimthong Hak
 
How To Better Utilize Facebook Ads
How To Better Utilize Facebook AdsHow To Better Utilize Facebook Ads
How To Better Utilize Facebook AdsJustin Shimoon
 
Presentation on Industrial advertising and promotion
Presentation on Industrial advertising and promotion Presentation on Industrial advertising and promotion
Presentation on Industrial advertising and promotion Suyog Patil
 
Facebook for Business Master Class
Facebook for Business Master ClassFacebook for Business Master Class
Facebook for Business Master ClassChris Meylan
 
Facebook Ads & Retargeting Process Guide
Facebook Ads & Retargeting Process GuideFacebook Ads & Retargeting Process Guide
Facebook Ads & Retargeting Process GuideKristian Downer
 
Google Display Network Ad Evaluations
Google Display Network Ad EvaluationsGoogle Display Network Ad Evaluations
Google Display Network Ad EvaluationsJasmine Torres
 
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015Tara Dee West
 
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...Simplilearn
 
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your RemarketingPPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your RemarketingTara Dee West
 
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
 
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad Campaigns
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsCheat Sheet Guide to Setting Up Successful LinkedIn Ad Campaigns
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsTodd Hentnick
 
Online advertising 101
Online advertising 101Online advertising 101
Online advertising 101Niall Flynn
 
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERS
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERSPLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERS
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERSFunnely
 
eCommerce Growth Hack - Facebook Ads Strategy
eCommerce Growth Hack - Facebook Ads StrategyeCommerce Growth Hack - Facebook Ads Strategy
eCommerce Growth Hack - Facebook Ads Strategydojolab //
 
Using Banner Ads For Traffic
Using Banner Ads For TrafficUsing Banner Ads For Traffic
Using Banner Ads For TrafficUzzal Hossain
 

La actualidad más candente (20)

How to use your Content for Paid Social Media
How to use your Contentfor Paid Social MediaHow to use your Contentfor Paid Social Media
How to use your Content for Paid Social Media
 
Facebook ads and boosted post
Facebook ads and boosted postFacebook ads and boosted post
Facebook ads and boosted post
 
7 quick refreshes
7 quick refreshes7 quick refreshes
7 quick refreshes
 
How To Better Utilize Facebook Ads
How To Better Utilize Facebook AdsHow To Better Utilize Facebook Ads
How To Better Utilize Facebook Ads
 
Presentation on Industrial advertising and promotion
Presentation on Industrial advertising and promotion Presentation on Industrial advertising and promotion
Presentation on Industrial advertising and promotion
 
Facebook for Business Master Class
Facebook for Business Master ClassFacebook for Business Master Class
Facebook for Business Master Class
 
Facebook Ads & Retargeting Process Guide
Facebook Ads & Retargeting Process GuideFacebook Ads & Retargeting Process Guide
Facebook Ads & Retargeting Process Guide
 
Google Display Network Ad Evaluations
Google Display Network Ad EvaluationsGoogle Display Network Ad Evaluations
Google Display Network Ad Evaluations
 
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
 
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...
 
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your RemarketingPPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
 
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...
 
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad Campaigns
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsCheat Sheet Guide to Setting Up Successful LinkedIn Ad Campaigns
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad Campaigns
 
Online advertising 101
Online advertising 101Online advertising 101
Online advertising 101
 
What Do A Consumer Wants?
What Do A Consumer Wants?What Do A Consumer Wants?
What Do A Consumer Wants?
 
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERS
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERSPLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERS
PLAYBOOK FULL FUNNEL FACEBOOK ADS FOR ECOMMERCE MARKETERS
 
eCommerce Growth Hack - Facebook Ads Strategy
eCommerce Growth Hack - Facebook Ads StrategyeCommerce Growth Hack - Facebook Ads Strategy
eCommerce Growth Hack - Facebook Ads Strategy
 
Understanding Content Strategy
Understanding Content Strategy Understanding Content Strategy
Understanding Content Strategy
 
Using Banner Ads For Traffic
Using Banner Ads For TrafficUsing Banner Ads For Traffic
Using Banner Ads For Traffic
 
When Marketing Goes Rogue (eBook)
When Marketing Goes Rogue (eBook)When Marketing Goes Rogue (eBook)
When Marketing Goes Rogue (eBook)
 

Similar a 19 Channels to Gain Traction and Drive Customer Demand

A Review of Traction
A Review of TractionA Review of Traction
A Review of TractionAustin Walker
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing termsIan Christie
 
Marketing In A Recession
Marketing In A RecessionMarketing In A Recession
Marketing In A RecessionCindy Penchina
 
Content Marketing Presentation.pptx
 Content Marketing Presentation.pptx Content Marketing Presentation.pptx
Content Marketing Presentation.pptxayeshsiddika
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogartyWilla Fogarty
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogartyWilla Fogarty
 
Business Plan design for beginner .pptx
Business Plan design for beginner  .pptxBusiness Plan design for beginner  .pptx
Business Plan design for beginner .pptxRDNGPP
 
Business Plan Templates
Business Plan TemplatesBusiness Plan Templates
Business Plan TemplatesGraceMagallon
 
What are the different lead nurturing techniques?
What are the different lead nurturing techniques?What are the different lead nurturing techniques?
What are the different lead nurturing techniques?Abhishek Mitra
 
A multi-channel-marketing-workbook-marketo
A multi-channel-marketing-workbook-marketoA multi-channel-marketing-workbook-marketo
A multi-channel-marketing-workbook-marketoJacob Trần
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogartyWilla Fogarty
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogartyWilla Fogarty
 
Pandemic Labs iBreakfast Presentation
Pandemic Labs iBreakfast PresentationPandemic Labs iBreakfast Presentation
Pandemic Labs iBreakfast PresentationAlan Brody
 
The Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookThe Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookJoshua Schnell
 
Designing a Lead Gen Strategy that Goes the Distance
Designing a Lead Gen Strategy that Goes the Distance Designing a Lead Gen Strategy that Goes the Distance
Designing a Lead Gen Strategy that Goes the Distance LEWIS Global Communications
 
PR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draftPR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draftReema Sarin
 

Similar a 19 Channels to Gain Traction and Drive Customer Demand (20)

A Review of Traction
A Review of TractionA Review of Traction
A Review of Traction
 
Business Plan Presentation
Business Plan PresentationBusiness Plan Presentation
Business Plan Presentation
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
 
Channels and Traction
Channels and TractionChannels and Traction
Channels and Traction
 
Marketing In A Recession
Marketing In A RecessionMarketing In A Recession
Marketing In A Recession
 
Content Marketing Presentation.pptx
 Content Marketing Presentation.pptx Content Marketing Presentation.pptx
Content Marketing Presentation.pptx
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogarty
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogarty
 
Social media pdf
Social media pdfSocial media pdf
Social media pdf
 
Business Plan design for beginner .pptx
Business Plan design for beginner  .pptxBusiness Plan design for beginner  .pptx
Business Plan design for beginner .pptx
 
Business Plan Templates
Business Plan TemplatesBusiness Plan Templates
Business Plan Templates
 
What are the different lead nurturing techniques?
What are the different lead nurturing techniques?What are the different lead nurturing techniques?
What are the different lead nurturing techniques?
 
A multi-channel-marketing-workbook-marketo
A multi-channel-marketing-workbook-marketoA multi-channel-marketing-workbook-marketo
A multi-channel-marketing-workbook-marketo
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogarty
 
Traction review -willa fogarty
Traction review -willa fogartyTraction review -willa fogarty
Traction review -willa fogarty
 
Pandemic Labs iBreakfast Presentation
Pandemic Labs iBreakfast PresentationPandemic Labs iBreakfast Presentation
Pandemic Labs iBreakfast Presentation
 
The social media strategy
The social media strategyThe social media strategy
The social media strategy
 
The Demand Generation Strategy Playbook
The Demand Generation Strategy PlaybookThe Demand Generation Strategy Playbook
The Demand Generation Strategy Playbook
 
Designing a Lead Gen Strategy that Goes the Distance
Designing a Lead Gen Strategy that Goes the Distance Designing a Lead Gen Strategy that Goes the Distance
Designing a Lead Gen Strategy that Goes the Distance
 
PR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draftPR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draft
 

Último

Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear RegressionRavindra Nath Shukla
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Serviceritikaroy0888
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLSeo
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Roland Driesen
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...rajveerescorts2022
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756dollysharma2066
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsMichael W. Hawkins
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...Any kyc Account
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMRavindra Nath Shukla
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...amitlee9823
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxpriyanshujha201
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Delhi Call girls
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Roland Driesen
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 

Último (20)

Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis:  Simple Linear Regression Multiple Linear RegressionRegression analysis:  Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
 
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine ServiceCall Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
 
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pillsMifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
HONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael HawkinsHONOR Veterans Event Keynote by Michael Hawkins
HONOR Veterans Event Keynote by Michael Hawkins
 
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 

19 Channels to Gain Traction and Drive Customer Demand

  • 2. Definition-“Traction is basically quantitative evidence of customer demand.” -Naval Ravikant
  • 3. 19 Channels  Viral Marketing  Public Relations  Unconventional PR  Search Engine Marketing  Social & Display Ads  Offline Ads  SEO  Content Marketing  Email Marketing  Engineering as Marketing •Targeting Blogs •Business Development •Sales •Affiliate Programs •Existing Platforms •Trade Shows •Offline Events •Speaking Engagements •Community Building
  • 4. As I’m creating this presentation I received two time delay emails from Slideshare showing me how to use the product. This is a great example of Lifecycle messaging as I had not yet become an active user as defined by them. If only those tutorials were more readily available on the site maybe I would have finished the presentation there rather than on Powerpoint. Good attempt Slideshare, you can’t win them all.
  • 5. 1. Brainstorm-Think of at least 1 idea for every channel 2. Rank-Rank your best options 3. Prioritize-Tier your options selecting those you will focus on 4. Test-Test your options focusing on your “inner circle” first 5. Focusing-Focus on your best traction channel and optimize Repeat
  • 6. 50% Product 50% Traction •Divide your time equally between developing the product and developing traction for your company •“Move the needle” Focus on tactics that provide a measurable benefit to your company •Remember metrics: have a way to measure your efforts with actual numbers and data
  • 7.  Once you find a traction channel that works scale it and continue to monitor progress  When customer acquisition from a channel drops too low (the channel becomes saturated) pivot and select another channel to focus on  Some channels will work early on but will not scale as well once your startup grows
  • 8. Definition-Eventually every marketing channel becomes saturated Implications:  Continually test your traction channels to see which are performing  Know when to pivot to a new channel  Do A/B testing to optimize your channels
  • 9.  Set specific goals you can work toward  Develop milestones to reach that goal  Measure each decision you make against how it furthers your goals *Remember to measure your moves with metrics so you can see the affect your efforts have
  • 10. Going Viral-Every user that signs up brings another user to the platform Viral Loop-A user of your product exposes others to it and they become users themselves then repeat this cycle Viral Coefficient (K)=# of invites sent * conversion rate *It’s all about numbers. Measure your viral coefficient and make incremental improvements to increase efficiency
  • 11. Definition-All of your company’s public messaging  Start small and target blogs that bigger news sources draw on for content  Build relationships with reporters, bloggers, and other figures in your industry  When you pitch make sure you have something worth pitching
  • 12. Definition-Generating a buzz through stunts or uncommon actions Publicity Stunt-Doing something out of the ordinary to generate media awareness Customer Appreciation-Small uncommon acts of appreciation toward your customers that generate word of mouth and sometimes media coverage *It is difficult to be successful in this space but if done right it can have huge dividends
  • 13. Definition-The placement of ads on search engines  Have a good set of keywords  Craft and continually test landing pages  Having a high quality score gives better ad placement  Once your campaign is running use advanced tools like; retargeting, negative keywords, scripting and conversion optimizer
  • 14. Definition-Ads placed on social sites  These ads generate demand and work to build the brand  The trick is to make your ad feel like content that the consumer wants to engage with  Social ads are about building a relationship with the consumer and converting them to a sale over time rather than immediately
  • 15. Definition-Traditional advertisements through print, radio, television, etc…  It is very difficult to directly measure the effects of offline ads  Offline ads are best used to build brand awareness and recognition rather than drive sales  Be creative with how you use offline ads. The medium has been saturated and consumers typically ignore you unless you can do something differently
  • 16. Definition-Optimizing your ranking on a search engine to appear higher in the results. Rankings are based on content and the number of links to your site. Two Strategies: Fat Head-Ranking high for a few terms that directly describe your company Long Tail-Ranking high for many longer terms that are highly specific *The majority of searches done are long tail
  • 17. Definition-Generating awareness by providing content customers want to interact with  Develop content your target audience cares about  Blogs are a popular form of content marketing that drive traffic to your site and increase your SEO  It takes time for your blog to perform well. Allow six months for it to gain traction
  • 18. Definition-Emailing customers directly  Don’t just buy an email list, that is spam  Exchange content (blog posts) for customer email addresses Lifecycle Email-Emailing customers at different times depending on their interaction with your product in order to help drive them to an “active” state  Use this to upsell customers as they max out their current account limits  Leverage your users’ contacts by providing incentives for them to invite friends
  • 19. Definition-Creating useful tools through engineering that give your company exposure to the customer  Tools your engineers create for your business can also be provided to customers  Providing customers with a useful tool is a good way to introduce them to your company and make them more likely to convert  Think of what you create as assets that can continually generate customer leads
  • 20. Definition-Generating support from blogs your customers are interested in  Works well early on but doesn’t necessarily scale well  Smaller blogs are sometimes a feeder for larger news outlets  Increases the number of links to your site driving SEO
  • 21. Definition-Developing mutually beneficial business partnerships  Pick a business partner that can help you  Think about the value you provide to your business partner as well  Many partnerships fall through so have a continual pipeline of potential partners ready
  • 22.  Marketing should both direct sales toward relevant leads and provide them the material they need to display the product and convert the customer  Build a repeatable sales model so that it can be scaled  Utilize SPIN selling by asking leads questions  Get verbal confirmation for each step of the sales process
  • 23. Definition-Paying another company for generating a lead or sale  Affiliate programs are especially popular when your product is expensive (insurance)  Look to existing affiliate programs like Clickbooth and Neverblue
  • 24. Definitions-Platforms that already have a large user base (App store, Facebook, Twitter, etc…)  Target your customers by utilizing the platforms they typically use  New platforms pay off well if you can enter that space because it is not yet saturated
  • 25. Definition-Industry specific shows that allow companies to show their products to others within the industry  Make sure a trade show lends itself to your current traction goals  Make sure your booth and interactions aim to specifically further your goals
  • 26. Definition-Sponsoring some kind of event in order to have beneficial interactions with customers or potential partners  This is an underutilized space for most start- ups  Effective early on but can be more difficult to scale  Start with a small event and scale up
  • 27. Definition-Speaking about your company at an event that garners an audience  Conferences are often centered around a topic or industry so choose one that you bring value to  Industry specific conferences can gather a large number of influential industry members to one place  Tell a story that directly relates to your company and is engaging
  • 28. Definition-Building a community around current users  Create evangelists or consumers that are passionate about your product and actively recommend it  Foster connections between evangelists and typical users  Start this process early on to set the stage as your company grows