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Traction
- 4. Companies that have used this channel successfully: Viral Marketing Getyourusers tomarket foryou. CHANNEL01
- 5. Companies that have used this channel successfully: VMsample Make it something that the user wants to do, because it creates value from them. Skype with no contacts is useless so by helping people import their address books and invite people, you’re doing them a service. The most common viral distribution mechanisms are email and social media platforms. CHANNEL01
- 6. Public Relations(PR) Getyournameoutthere via traditionalmedia. CHANNEL02 Companies that have used this channel successfully:
- 7. PR Sample DonorsChoose is a site allows teachers to raise money for classroom projects. After September 11, many teachers in New York City were using the site to raise money for projects related to 9/11. The site received coverage in several local outlets about this effort, and soon got the attention of Newsweek. CHANNEL02 Companies that have used this channel successfully:
- 8. UnconventionalPR Dostunts andtreat your customersoutrageously well, andwordwill spread. CHANNEL03 Companies that have used this channel successfully:
- 9. UPR Sample Uber delivering cupcakes to employees who wanted a break from work. PR stunts like these are not only amusing, but also a proven way to generate press coverage and buzz. CHANNEL03 Companies that have used this channel successfully:
- 10. SearchEngineMarketing Reachhundredsof millionsof peoplebyadvertising on searchengines. CHANNEL04 Companies that have used this channel successfully:
- 11. Advertiseonsocial media andwebsitestoreachmillions of potentialcustomers. SocialandDisplayAds CHANNEL05 Companies that have used this channel successfully:
- 12. OfflineAds Reachcustomersoffline via TV,RadioandPrint advertising. CHANNEL06 Companies that have used this channel successfully:
- 16. CHANNEL07 SearchEngine Optimization(SEO) Gettothetopof search engines. Companies that have used this channel successfully:
- 17. CHANNEL07 SEO Companies that have used this channel successfully:
- 18. CHANNEL07 SEO Companies that have used this channel successfully:
- 19. ContentMarketing Useyourblog toeducateand reachcustomers. CHANNEL08 Companies that have used this channel successfully:
- 20. ContentMarketingSample CHANNEL08 Companies that have used this channel successfully:
- 21. EmailMarketing Reachandconvert yourprospectswith targetedemails. CHANNEL09 Companies that have used this channel successfully:
- 22. CHANNEL09 Companies that have used this channel successfully: EMSample
- 23. EngineeringasMarketing Useengineeringresources tobuildtools that acquire customers. CHANNEL10 Companies that have used this channel successfully:
- 24. EaMSampleCHANNEL10 Companies that have used this channel successfully:
- 25. TargetingBlogs Targetpopularblogs toreach newaudiences. CHANNEL11 Companies that have used this channel successfully:
- 26. TargetingBlogsSample Many personal bloggers have strong readerships but don’t make money from their writing. Noah simply sent them a message with “Can I send you $500?” as the subject and told them a bit about the product and what Mint was trying to do. Most were happy to share a useful product with their audiences and make some money in the process. CHANNEL11 Companies that have used this channel successfully:
- 27. BusinessDevelopment Usepartnerships toacquire millionsofcustomers. CHANNEL12 Companies that have used this channel successfully:
- 28. BDSample Google got most of their initial traction from two key partnerships. In 1999, they partnered with Netscape to be their default search engine for the popular Netscape Navigator web browser. Google also reached an agreement with Yahoo!, to power their online searches. These two deals were critical to Google’s eventual success as the world’s largest search engine. CHANNEL12 Companies that have used this channel successfully:
- 29. Sales Sell yourproducttoenterprises andothercustomers. CHANNEL13 Companies that have used this channel successfully:
- 30. SalesSamples Face 2 Face ColdCalling etc CHANNEL13 Companies that have used this channel successfully:
- 31. AffiliatePrograms Getaffiliates tosell your productfor you. CHANNEL14 Companies that have used this channel successfully:
- 32. AP SampleCHANNEL14 Companies that have used this channel successfully:
- 33. ExistingPlatforms Tieyourgrowthtoa larger platformlike Facebook, Pinterest ortheAppStore. CHANNEL15 Companies that have used this channel successfully:
- 34. EPSample Zynga, a social gaming company, got much of their early traction by building games on the Facebook platform, where they focused on Facebook’s sharing and friend-invitation capabilities. CHANNEL15 Companies that have used this channel successfully:
- 35. TradeShows Getcustomersandpartners byparticipating inindustry tradeshows. CHANNEL16 Companies that have used this channel successfully:
- 36. OfflineEvents Createaneventtobring customerstoyou. CHANNEL17 Companies that have used this channel successfully:
- 37. OESampleCHANNEL17 Companies that have used this channel successfully:
- 38. SpeakingEngagements Givespeechestogroups of potentialcustomers. CHANNEL18 Companies that have used this channel successfully:
- 39. Dan Martell is the founder of Clarity: Start by speaking for free at co-working spaces, nonprofits, and smaller conferences or events. Use these smaller scale appearances to refine your talks and build your speaking reputation. The world of event organizers is relatively small and they pay special attention to who is speaking at events. CHANNEL18 Companies that have used this channel successfully: SESample
- 40. CommunityBuilding Builda communityaroundyour companyorproduct. CHANNEL19 Companies that have used this channel successfully:
- 41. CBSampleCHANNEL19 Companies that have used this channel successfully:
- 43. https://docs.google.com/spreadsheets/d/1E6ERVj_s9YsJeZoOq3Gr7XjeysNCqJffkfaUrY-CZyk/edit#gid=0 Rank
- 44. Prioritize
- 45. Test
- 46. Test
- 47. IDENTIFYING THE BOTTLENECK At first your numbers will be really bad
- 48. IDENTIFYING THE BOTTLENECK At first your numbers will be really bad
- 49. HubSpot’s founder, Dharmesh Shah “I think of free tools as content (albeit, interactive content). At HubSpot, we really believe in marketing channels that have high leverage (i.e. write it or build it once – and get value forever). As such, we take a very geeky and analytical approach to marketing. We think of each piece of content (blog article, app, video, whatever) as a marketing asset. This asset creates a return often indefinitely.
- 50. HubSpot’s founder, Dharmesh Shah We contrast that to buying an ad which does not scale as well. When you advertise, the money you’re spending is what drives how much attention you get. Want more clicks? Spend more money. Contrast this to inbound marketing whereby the cost of producing a piece of content is relatively constant. But, if it generates 10x more leads in a month, your marginal cost for those extra leads is almost zero. Further, with advertising (outbound marketing), the traffic you get generally stops when you stop paying. With inbound marketing, even *after* you stop producing new content, the old content can still drive ongoing visitors and leads.”
- 51. HubSpot’s CEO, Mike Volpe “Today we have 30 people in marketing and 120 in sales all based in Cambridge, MA (no outside sales) and we attract 45–50k new leads per month, 60–80% of which are from inbound marketing (not paid). The inbound leads are 50% cheaper and close 100% more than paid leads. My personal experience and industry knowledge tells me that most other SaaS [Software as a Service] companies get more like 10% of their leads from inbound marketing, and generate 2–5k leads per month in total, whereas we get 70– 80% of our leads from inbound and we generate 45,000+ new leads per month.”