This document discusses finding traction for a company by testing marketing channels. It recommends a 5 step process: 1) brainstorm channels, 2) rank them, 3) prioritize, 4) test, and 5) focus on what works. Continuous testing of channels is key to finding the right channel using the "Bullseye Framework". While channels can become saturated, the first tests are often cheap. It suggests considering unconventional channels and using existing audiences to build community around a product or service.

2. (as told by Katie Sears)

3. A sign your company is taking off
A sign something is working
Everything!
TRACTION is…

4. How do we get TRACTION?
Start with the

5. Use this to find the one traction channel that will
unlock your next growth stage
1.Brainstorm
2.Rank
3.Prioritize
4.Test
5.FOCUS ON WHAT
WORKS
Five Steps:

6. Bullseye Framework
Moving the Needle
Measurable,
Significant impacts
=
=

7. Continuous Testing
is the key to getting
traction with
Bullseye

8. The Law of Shitty Click-Throughs
“All marketing channels
become saturated….All it
takes is one other competitor
seriously pursuing traction in
the same channel to drive up
its cost and drive down its
efficacy”

9. But don’t worry!
The first tests in a
channel are often very
cheap

10. So let’s talk about
channels

11. But first…
During Bullseye, take each channel seriously,
and don’t be afraid to use an unfamiliar channel!
Get rid of your traction
channel biases!

12. Unconventional PR
Publicity Stunts

13. Customer Appreciation

14. Success can be unpredictable-
Not every idea will work,
so prepare for that reality

15. Building Community

16. It can be helpful to use your
EXISTING
audience
And give them a place where they can discuss how to make the community better!

17. Cultivating and empowering
evangelists

18. Set
standards
that
focus on
quality
To keep
good
people
from
leaving

19. C ntent Marketing

20. If your target market is
very active online, a blog
is a great
way to attract customers
You
have to write about
subjects they care
about!

21. “received much more organic
PR after launching the blog than
they did when working with PR
firms.”

22. There are many
more channels…
(About 16)

23. Use Bullseye, continuous testing, and
strategic thinking to find the best one for
YOU!