SlideShare a Scribd company logo
TRACTION: A STARTUP
GUIDE TO GETTING
CUSTOMERS…A REVIEW
Willa Fogarty
Traction is…
 Growth
 Quantitative evidence
of consumer demand…
 A sign that something is working…
 The best way to improve
your chances of startup success

In other words….
Traction Trumps Everything
Traction Channels
 Viral Marketing
 PR
 Unconventional PR
 Search Engine Marketing
 Social and Display Ads
 Offline Ads
 SEO
 Existing Platforms
 Community Building
 Content Marketing
 Email Marketing
 Engineering as
Marketing
 Targeting Blogs
 Business Development
 Sales
 Affiliate Programs
 Offline Events
 Speaking
Engagements
--------------------------------------------
--
--------------------------------------------
--
Don’t worry, there’s a framework
for that!
To find the channel that will get you traction…
1. Brainstorm 2. Rank
3. Prioritize 4. Test
5. Focusing
If no channel is promising, rinse and repeat.
Most startups focus on this
***Product Development
But not you!!
“Almost every failed startup has a product. What
failed startups don’t have are enough
customers.”
***Focus on product development AS WELL AS
traction.
50%--Each should get half of your attention.
Test, Test, Test
 Inner circle tests
 A/B Tests
 Quantify your results
Do this ^^^
to combat this
Which way do you go?
Startups get pulled in a lot of different directions…
Instill goals and milestones; use the critical path
method (the path with the fewest number of steps) to
get there.
**Insight: Suppose you have a traction goal of increasing your
advertising presence. Once you meet your goal, the authors
would suggest shifting focus to something else. While this
makes sense, does shifting focus too much compromise your
now established advertising presence?
Time to pick a channel!
Viral Marketing
Existing users refer others to your product; every
acquired customer brings in at least 1 other.
Use inherent virality,
Incentives, social networks,
etc., to increase viral loop.
Viral Coefficient
K= i*conversion percentage
Public Relations
Leveraging traditional news outlets, newspapers,
and magazines to increase your startup’s
awareness.
Notice: stories and content now filter up the media
chain, rather than down.
Package your pitch to media organizations
as a compelling story.
Unconventional PR
2 Types: publicity stunt & customer appreciation
Publicity stunts can foster instant
national recognition.
____________________________________________________________________________________________________________________
Customer appreciation, “be
awesome to your customers,” more
sustainable
***Insight: I see a creative PR stunt as one of
the most effective ways to get
traction these days, especially with a
generation like the millennials who
appreciate a more creative
approach
Search Engine Marketing
Placing advertisements on search engines like
Google-- works well for companies selling directly to
their target market.
Testing areas include keywords, ad copy,
demographic targeting, landing pages, and CPC
bids
***Insight: The book touched on using negative
keywords to prevent your ads from showing up for
certain keywords. If you’re selling eyeglasses, you
prevent your ad from coming up for “wine glasses…”
However, what is the harm in having your ad there
just in case? Maybe it could remind someone they
need to change their eyeglass prescription?
Social and Display Ads
Banner ads, Facebook and Twitter ads, etc.
Social and display ads generate demand by
building awareness of products, hoping to
eventually convert the audience to customers.
Create compelling
content that people
will like/share.
Offline Ads
Ads that appear in mediums such as TV, radio,
magazines, newspapers, yellow pages, billboards,
direct mail etc.
 Consider demographics
 Look for remnant advertising
 Use URLS and unique web
addresses for tracking
***Insight: Although remnant advertising is cheap,
how large are the benefits? If there are spaces that
aren’t selling, couldn’t the publication be unpopular
or seen by less people? E.g. The New York Times
probably doesn’t have trouble selling ad space…?
Search Engine Optimization
The process of improving
your ranking in search engines
in order to get more people
to your site.
2 Approaches
Fat Head and Long Tail
Your ability to rank on the 1st page should be a deciding
factor in whether to pursue this channel.
Content Marketing
Blogging--quality content is essential, write
about problems your customers have.
Drives search and word of mouth, users funnel
through the blog and onto the website.
Email Marketing
Email promotions for sales, discounts,
newsletters, etc.
Should be personalized
Lifecycle emails work
well for moving
customers through your
funnel.
Engineering as Marketing
Creating useful tools such as calculators,
widgets, and micro-sites to get your company in
front of more people.
Use single purpose tools, and make them easy
to find.
Targeting Blogs
Finding influential bloggers in your area of
business-- having them promote your product.
Business Development
BD primarily focuses on exchanging value
through partnerships.
Good deals align with
co. and are focused on
critical product and
distribution milestones.
Joint ventures, licensing, Distribution Deals,
Supply Partners, etc.
Sales
Generating leads, qualifying them, and
converting them into paying customers.
Use
Situation questions
Problem questions
Implication questions
Need-Payoff questions
Build a repeatable sales model.^ ^
Affiliate Programs
Paying people or companies for performing
actions such as making a sale or getting a
qualified lead.
*Ability to use affiliate programs effectively
depends on how much you are willing to pay
to acquire a customer.
Found in spaces such as retail, information
product, or lead generation.
Existing Platforms
Using websites, apps, or networks with a huge
number of users to gain traction.
App stores, social platforms, browser extension
stores, etc. ----main goal is to rank highly on
these platforms
*Focus on new and untapped platforms—your
competition isn’t there yet.
Trade Shows
Events that are exclusive to
industry insiders, and
designed to foster interactions
between vendors and their
prospects.
Amount of preparation will determine level of
success.
*Schedule meetings with people you want to meet.
*Have an inbound and outbound strategy for booth.
Offline Events
Sponsoring or running offline events, from small
meet-ups to large conferences.
Co. with customers who have
shared interests or a
kind of community will
benefit most.
Speaking Engagements
Speaking at trade shows or offline events.
Tell a story
through your
speech.
*Increases your business visibility and
connections
*Presents you as an expert
Community Building
Investing in the connections among your users,
fostering those relationships and helping them
bring more people into your circle.
Establish your mission, foster cross-
connections, communicate with your audience,
be transparent and ensure quality.
Results in evangelists for your company
Go forth and get traction!
“You can still build a business without being
creative. If you don’t have creativity, you need
money. You need one or the other.”

More Related Content

What's hot

5 Things You Can Do To Improve B2B Lead Generation
5 Things You Can Do To Improve B2B Lead Generation5 Things You Can Do To Improve B2B Lead Generation
5 Things You Can Do To Improve B2B Lead Generation
Brian Carroll
 
Multichannel Marketing
Multichannel MarketingMultichannel Marketing
Multichannel Marketing
Sallie Burnett
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
PrachiGupta314
 
Display Advertising 101
Display Advertising 101Display Advertising 101
Display Advertising 101
Mohamed Mahdy
 
How empathy will improve your marketing & sales pipeline
How empathy will improve your marketing & sales pipelineHow empathy will improve your marketing & sales pipeline
How empathy will improve your marketing & sales pipeline
Brian Carroll
 
Marketing In A Recession
Marketing In A RecessionMarketing In A Recession
Marketing In A Recession
Cindy Penchina
 
IBM Commerce Marketing Solutions for Insurance
IBM Commerce Marketing Solutions for InsuranceIBM Commerce Marketing Solutions for Insurance
IBM Commerce Marketing Solutions for Insurance
Lynn Kesterson-Townes
 
Combining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing EffortsCombining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing Efforts
Aaron Corson
 
Digital Marketing vs Traditional Marketing - SysTab
Digital Marketing vs Traditional Marketing - SysTabDigital Marketing vs Traditional Marketing - SysTab
Digital Marketing vs Traditional Marketing - SysTab
Shirsendu Kar
 
7 Essential Best Practices for Digital Media Planning
7 Essential Best Practices for Digital Media Planning7 Essential Best Practices for Digital Media Planning
7 Essential Best Practices for Digital Media Planning
James Windrow
 
MaxiMarketing & Social Media
MaxiMarketing & Social MediaMaxiMarketing & Social Media
MaxiMarketing & Social Media
Salt Social
 
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
Klyp
 
Revenue advertising.
Revenue advertising.Revenue advertising.
Revenue advertising.
sidath nalaka
 
Digital Marketing PowerPoint Slideshow
Digital Marketing PowerPoint SlideshowDigital Marketing PowerPoint Slideshow
Digital Marketing PowerPoint Slideshow
AudreyMassie
 
Multichannel Marketing
Multichannel MarketingMultichannel Marketing
Multichannel Marketing
dnzkgn
 
Online Media Planning
Online Media PlanningOnline Media Planning
Online Media Planning
Luna Web
 
Four Guiding Principals for Business-2-Business Promotions
Four Guiding Principals for Business-2-Business PromotionsFour Guiding Principals for Business-2-Business Promotions
Four Guiding Principals for Business-2-Business Promotions
Susan LaBonte
 
Online marketing communications
Online marketing communicationsOnline marketing communications
Online marketing communications
Sartaj
 
Powerful Marketing Strategies for Radio Stations
Powerful Marketing Strategies for Radio StationsPowerful Marketing Strategies for Radio Stations
Powerful Marketing Strategies for Radio Stations
sebastianniederhauser68
 
Marketing Concepts - 360 degree of marketing strategy
Marketing Concepts - 360 degree of marketing strategy Marketing Concepts - 360 degree of marketing strategy
Marketing Concepts - 360 degree of marketing strategy
Moses Gomes
 

What's hot (20)

5 Things You Can Do To Improve B2B Lead Generation
5 Things You Can Do To Improve B2B Lead Generation5 Things You Can Do To Improve B2B Lead Generation
5 Things You Can Do To Improve B2B Lead Generation
 
Multichannel Marketing
Multichannel MarketingMultichannel Marketing
Multichannel Marketing
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Display Advertising 101
Display Advertising 101Display Advertising 101
Display Advertising 101
 
How empathy will improve your marketing & sales pipeline
How empathy will improve your marketing & sales pipelineHow empathy will improve your marketing & sales pipeline
How empathy will improve your marketing & sales pipeline
 
Marketing In A Recession
Marketing In A RecessionMarketing In A Recession
Marketing In A Recession
 
IBM Commerce Marketing Solutions for Insurance
IBM Commerce Marketing Solutions for InsuranceIBM Commerce Marketing Solutions for Insurance
IBM Commerce Marketing Solutions for Insurance
 
Combining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing EffortsCombining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing Efforts
 
Digital Marketing vs Traditional Marketing - SysTab
Digital Marketing vs Traditional Marketing - SysTabDigital Marketing vs Traditional Marketing - SysTab
Digital Marketing vs Traditional Marketing - SysTab
 
7 Essential Best Practices for Digital Media Planning
7 Essential Best Practices for Digital Media Planning7 Essential Best Practices for Digital Media Planning
7 Essential Best Practices for Digital Media Planning
 
MaxiMarketing & Social Media
MaxiMarketing & Social MediaMaxiMarketing & Social Media
MaxiMarketing & Social Media
 
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Ma...
 
Revenue advertising.
Revenue advertising.Revenue advertising.
Revenue advertising.
 
Digital Marketing PowerPoint Slideshow
Digital Marketing PowerPoint SlideshowDigital Marketing PowerPoint Slideshow
Digital Marketing PowerPoint Slideshow
 
Multichannel Marketing
Multichannel MarketingMultichannel Marketing
Multichannel Marketing
 
Online Media Planning
Online Media PlanningOnline Media Planning
Online Media Planning
 
Four Guiding Principals for Business-2-Business Promotions
Four Guiding Principals for Business-2-Business PromotionsFour Guiding Principals for Business-2-Business Promotions
Four Guiding Principals for Business-2-Business Promotions
 
Online marketing communications
Online marketing communicationsOnline marketing communications
Online marketing communications
 
Powerful Marketing Strategies for Radio Stations
Powerful Marketing Strategies for Radio StationsPowerful Marketing Strategies for Radio Stations
Powerful Marketing Strategies for Radio Stations
 
Marketing Concepts - 360 degree of marketing strategy
Marketing Concepts - 360 degree of marketing strategy Marketing Concepts - 360 degree of marketing strategy
Marketing Concepts - 360 degree of marketing strategy
 

Viewers also liked

Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
StackFuel GmbH
 
Growth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshpGrowth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshp
Rocketshp
 
Digital watermarking
Digital watermarkingDigital watermarking
Digital watermarking
rupareliab14
 
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
Andreas Klinger
 
19 Ways Growth Hackers Acquire Customers
19 Ways Growth Hackers Acquire Customers19 Ways Growth Hackers Acquire Customers
19 Ways Growth Hackers Acquire Customers
Justin Mares
 
Digital watermarking
Digital watermarkingDigital watermarking
Digital watermarking
Ankush Kr
 
Creative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage StartupsCreative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage Startups
Tommaso Di Bartolo
 

Viewers also liked (7)

Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
Henning Heinrich - Growth Hacking Meetup #5 - 19 customer acquisition channel...
 
Growth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshpGrowth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshp
 
Digital watermarking
Digital watermarkingDigital watermarking
Digital watermarking
 
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
Startup Metrics, a love story. All slides of an 6h Lean Analytics workshop.
 
19 Ways Growth Hackers Acquire Customers
19 Ways Growth Hackers Acquire Customers19 Ways Growth Hackers Acquire Customers
19 Ways Growth Hackers Acquire Customers
 
Digital watermarking
Digital watermarkingDigital watermarking
Digital watermarking
 
Creative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage StartupsCreative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage Startups
 

Similar to Traction review -willa fogarty

A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
Ian Christie
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
simeonsimon
 
How to Optimise the Efficiency of Your Digital Communication
How to Optimise the Efficiency of Your Digital CommunicationHow to Optimise the Efficiency of Your Digital Communication
How to Optimise the Efficiency of Your Digital Communication
La French Tech
 
White and Purple Professional Technology Startup Business Company Presentat_2...
White and Purple Professional Technology Startup Business Company Presentat_2...White and Purple Professional Technology Startup Business Company Presentat_2...
White and Purple Professional Technology Startup Business Company Presentat_2...
krishnayadav1582003
 
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdfGuide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
Great India Shop Fest
 
Marketing 303
Marketing 303Marketing 303
Marketing 303
Dharshan Mylvaganam
 
Digital Marketing 101_ Strategies and Best Practices.pptx
Digital Marketing 101_ Strategies and Best Practices.pptxDigital Marketing 101_ Strategies and Best Practices.pptx
Digital Marketing 101_ Strategies and Best Practices.pptx
AthulTk5
 
Guide to Hiring a Digital Marketing Firm In 2024.pptx
Guide to Hiring a Digital Marketing Firm In 2024.pptxGuide to Hiring a Digital Marketing Firm In 2024.pptx
Guide to Hiring a Digital Marketing Firm In 2024.pptx
Great India Shop Fest
 
Digital marketing - The Modern Marketing Strategy.
Digital marketing - The Modern Marketing Strategy.Digital marketing - The Modern Marketing Strategy.
Digital marketing - The Modern Marketing Strategy.
Websintech
 
Internet Advertising Report
Internet Advertising ReportInternet Advertising Report
Internet Advertising Report
Siddhant Bhatia
 
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptxLecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
FaizanGul6
 
Traction Joshua Harper
Traction Joshua HarperTraction Joshua Harper
Traction Joshua Harper
joshuapaulharper
 
Twitter ads-guide-mena
Twitter ads-guide-menaTwitter ads-guide-mena
Twitter ads-guide-mena
Fareed uddin
 
Content Marketing Presentation.pptx
 Content Marketing Presentation.pptx Content Marketing Presentation.pptx
Content Marketing Presentation.pptx
ayeshsiddika
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-template
Es B
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
Er.Alank Shah
 
Which marketing channels are worth your investment.pdf
Which marketing channels are worth your investment.pdfWhich marketing channels are worth your investment.pdf
Which marketing channels are worth your investment.pdf
WebMaxy
 
Digital Marketing
 Digital Marketing  Digital Marketing
Digital Marketing
Monica Verma
 
LEARN ABOUT DIGITAL MARKETING AND STRATIGIES
LEARN ABOUT DIGITAL MARKETING AND STRATIGIESLEARN ABOUT DIGITAL MARKETING AND STRATIGIES
LEARN ABOUT DIGITAL MARKETING AND STRATIGIES
jaswalnishant66
 
PR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draftPR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draft
Reema Sarin
 

Similar to Traction review -willa fogarty (20)

A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
 
How to Optimise the Efficiency of Your Digital Communication
How to Optimise the Efficiency of Your Digital CommunicationHow to Optimise the Efficiency of Your Digital Communication
How to Optimise the Efficiency of Your Digital Communication
 
White and Purple Professional Technology Startup Business Company Presentat_2...
White and Purple Professional Technology Startup Business Company Presentat_2...White and Purple Professional Technology Startup Business Company Presentat_2...
White and Purple Professional Technology Startup Business Company Presentat_2...
 
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdfGuide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
Guide to Hiring a Digital Marketing Firm In 2024 pdf.pdf
 
Marketing 303
Marketing 303Marketing 303
Marketing 303
 
Digital Marketing 101_ Strategies and Best Practices.pptx
Digital Marketing 101_ Strategies and Best Practices.pptxDigital Marketing 101_ Strategies and Best Practices.pptx
Digital Marketing 101_ Strategies and Best Practices.pptx
 
Guide to Hiring a Digital Marketing Firm In 2024.pptx
Guide to Hiring a Digital Marketing Firm In 2024.pptxGuide to Hiring a Digital Marketing Firm In 2024.pptx
Guide to Hiring a Digital Marketing Firm In 2024.pptx
 
Digital marketing - The Modern Marketing Strategy.
Digital marketing - The Modern Marketing Strategy.Digital marketing - The Modern Marketing Strategy.
Digital marketing - The Modern Marketing Strategy.
 
Internet Advertising Report
Internet Advertising ReportInternet Advertising Report
Internet Advertising Report
 
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptxLecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
Lecture 6&7 - Digital Marketing (Social Media & Beyond).pptx
 
Traction Joshua Harper
Traction Joshua HarperTraction Joshua Harper
Traction Joshua Harper
 
Twitter ads-guide-mena
Twitter ads-guide-menaTwitter ads-guide-mena
Twitter ads-guide-mena
 
Content Marketing Presentation.pptx
 Content Marketing Presentation.pptx Content Marketing Presentation.pptx
Content Marketing Presentation.pptx
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-template
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
Which marketing channels are worth your investment.pdf
Which marketing channels are worth your investment.pdfWhich marketing channels are worth your investment.pdf
Which marketing channels are worth your investment.pdf
 
Digital Marketing
 Digital Marketing  Digital Marketing
Digital Marketing
 
LEARN ABOUT DIGITAL MARKETING AND STRATIGIES
LEARN ABOUT DIGITAL MARKETING AND STRATIGIESLEARN ABOUT DIGITAL MARKETING AND STRATIGIES
LEARN ABOUT DIGITAL MARKETING AND STRATIGIES
 
PR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draftPR_AnintegralpartofMarcomm_Iran_First draft
PR_AnintegralpartofMarcomm_Iran_First draft
 

Recently uploaded

Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
Adani case
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
Adnet Communications
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
my Pandit
 
20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
tjcomstrang
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
Enabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta EcksteinEnabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta Eckstein
Jutta Eckstein
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
SPATPortToamasina
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
ConveyorSystem
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
eaqmokn
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Fx Lotus
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
msthrill
 

Recently uploaded (20)

Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
Adani Group Requests For Additional Land For Its Dharavi Redevelopment Projec...
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
The Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual PersonalitiesThe Enigmatic Gemini: Unveiling the Dual Personalities
The Enigmatic Gemini: Unveiling the Dual Personalities
 
20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
Enabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta EcksteinEnabling Digital Sustainability by Jutta Eckstein
Enabling Digital Sustainability by Jutta Eckstein
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
 

Traction review -willa fogarty

  • 1. TRACTION: A STARTUP GUIDE TO GETTING CUSTOMERS…A REVIEW Willa Fogarty
  • 2. Traction is…  Growth  Quantitative evidence of consumer demand…  A sign that something is working…  The best way to improve your chances of startup success 
  • 3. In other words…. Traction Trumps Everything
  • 4. Traction Channels  Viral Marketing  PR  Unconventional PR  Search Engine Marketing  Social and Display Ads  Offline Ads  SEO  Existing Platforms  Community Building  Content Marketing  Email Marketing  Engineering as Marketing  Targeting Blogs  Business Development  Sales  Affiliate Programs  Offline Events  Speaking Engagements -------------------------------------------- -- -------------------------------------------- --
  • 5. Don’t worry, there’s a framework for that! To find the channel that will get you traction… 1. Brainstorm 2. Rank 3. Prioritize 4. Test 5. Focusing If no channel is promising, rinse and repeat.
  • 6. Most startups focus on this ***Product Development
  • 7. But not you!! “Almost every failed startup has a product. What failed startups don’t have are enough customers.” ***Focus on product development AS WELL AS traction. 50%--Each should get half of your attention.
  • 8. Test, Test, Test  Inner circle tests  A/B Tests  Quantify your results Do this ^^^ to combat this
  • 9. Which way do you go? Startups get pulled in a lot of different directions… Instill goals and milestones; use the critical path method (the path with the fewest number of steps) to get there. **Insight: Suppose you have a traction goal of increasing your advertising presence. Once you meet your goal, the authors would suggest shifting focus to something else. While this makes sense, does shifting focus too much compromise your now established advertising presence?
  • 10. Time to pick a channel!
  • 11. Viral Marketing Existing users refer others to your product; every acquired customer brings in at least 1 other. Use inherent virality, Incentives, social networks, etc., to increase viral loop. Viral Coefficient K= i*conversion percentage
  • 12. Public Relations Leveraging traditional news outlets, newspapers, and magazines to increase your startup’s awareness. Notice: stories and content now filter up the media chain, rather than down. Package your pitch to media organizations as a compelling story.
  • 13. Unconventional PR 2 Types: publicity stunt & customer appreciation Publicity stunts can foster instant national recognition. ____________________________________________________________________________________________________________________ Customer appreciation, “be awesome to your customers,” more sustainable ***Insight: I see a creative PR stunt as one of the most effective ways to get traction these days, especially with a generation like the millennials who appreciate a more creative approach
  • 14. Search Engine Marketing Placing advertisements on search engines like Google-- works well for companies selling directly to their target market. Testing areas include keywords, ad copy, demographic targeting, landing pages, and CPC bids ***Insight: The book touched on using negative keywords to prevent your ads from showing up for certain keywords. If you’re selling eyeglasses, you prevent your ad from coming up for “wine glasses…” However, what is the harm in having your ad there just in case? Maybe it could remind someone they need to change their eyeglass prescription?
  • 15. Social and Display Ads Banner ads, Facebook and Twitter ads, etc. Social and display ads generate demand by building awareness of products, hoping to eventually convert the audience to customers. Create compelling content that people will like/share.
  • 16. Offline Ads Ads that appear in mediums such as TV, radio, magazines, newspapers, yellow pages, billboards, direct mail etc.  Consider demographics  Look for remnant advertising  Use URLS and unique web addresses for tracking ***Insight: Although remnant advertising is cheap, how large are the benefits? If there are spaces that aren’t selling, couldn’t the publication be unpopular or seen by less people? E.g. The New York Times probably doesn’t have trouble selling ad space…?
  • 17. Search Engine Optimization The process of improving your ranking in search engines in order to get more people to your site. 2 Approaches Fat Head and Long Tail Your ability to rank on the 1st page should be a deciding factor in whether to pursue this channel.
  • 18. Content Marketing Blogging--quality content is essential, write about problems your customers have. Drives search and word of mouth, users funnel through the blog and onto the website.
  • 19. Email Marketing Email promotions for sales, discounts, newsletters, etc. Should be personalized Lifecycle emails work well for moving customers through your funnel.
  • 20. Engineering as Marketing Creating useful tools such as calculators, widgets, and micro-sites to get your company in front of more people. Use single purpose tools, and make them easy to find.
  • 21. Targeting Blogs Finding influential bloggers in your area of business-- having them promote your product.
  • 22. Business Development BD primarily focuses on exchanging value through partnerships. Good deals align with co. and are focused on critical product and distribution milestones. Joint ventures, licensing, Distribution Deals, Supply Partners, etc.
  • 23. Sales Generating leads, qualifying them, and converting them into paying customers. Use Situation questions Problem questions Implication questions Need-Payoff questions Build a repeatable sales model.^ ^
  • 24. Affiliate Programs Paying people or companies for performing actions such as making a sale or getting a qualified lead. *Ability to use affiliate programs effectively depends on how much you are willing to pay to acquire a customer. Found in spaces such as retail, information product, or lead generation.
  • 25. Existing Platforms Using websites, apps, or networks with a huge number of users to gain traction. App stores, social platforms, browser extension stores, etc. ----main goal is to rank highly on these platforms *Focus on new and untapped platforms—your competition isn’t there yet.
  • 26. Trade Shows Events that are exclusive to industry insiders, and designed to foster interactions between vendors and their prospects. Amount of preparation will determine level of success. *Schedule meetings with people you want to meet. *Have an inbound and outbound strategy for booth.
  • 27. Offline Events Sponsoring or running offline events, from small meet-ups to large conferences. Co. with customers who have shared interests or a kind of community will benefit most.
  • 28. Speaking Engagements Speaking at trade shows or offline events. Tell a story through your speech. *Increases your business visibility and connections *Presents you as an expert
  • 29. Community Building Investing in the connections among your users, fostering those relationships and helping them bring more people into your circle. Establish your mission, foster cross- connections, communicate with your audience, be transparent and ensure quality. Results in evangelists for your company
  • 30. Go forth and get traction! “You can still build a business without being creative. If you don’t have creativity, you need money. You need one or the other.”