Finding Your Bullseye, Part 1: Six Traction Channels
I recently read the book Traction: How Any Startup Can Achieve Explosive Customer Growth. This book is definitely worth reading and one I wish I had read sooner. The book walks the reader through 19 different sales/marketing/growth channels and the ability of each to achieve customer growth in the most efficient way. Over the next three posts, I will describe these channels. Here are six:
Targeting blogs for prospective customers is a tried and true way to build brand recognition and deliver new customers. Identify three to five blogs that cater to your prospective customers, and partner with those blogs to promote your product or service (sponsor the blog, revenue share for every new client the blogs delivers, and/or get featured in a blog post).
Get your name out there via traditional media outlets like newspapers, magazines, and TV. Become a person of interest (submit guest articles, volunteer for panel discussions, create newsworthy events)
We see this all the time. A company creates a stunt or publicizes a ridiculous event to garner attention, leaving us all thinking, “What the hell was that?” or “That was dumb.” Those are just two of several reactions the company wants from us, with the end goal for us to remember their company or brand.
Search Engine Marketing
Search engine marketing (SEM) refers to placing advertisements on search engines like Google, Bing, or Yahoo. Marketers spend millions of dollars per day via these channels.
Display and Social Ads
Display ads appear when you visit a web site. If you use social media, and I assume you do, you have a social profile. Social ads seem awkward because they target you based on your socials likes and/or social profile.
Offline ads include: TV, radio, magazines, newspapers, yellow pages, billboards, and direct mail. Today, advertisers still spend more on offline ads than they do online.
In my next post, I will describe another batch of channels that companies can use to grow their customer base. Until then, ruminate on these and decide which, if any, would be a good fit for your company.
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