Finding Your Bullseye, Part 3: The Final Six Traction Channels
My third and final post on traction channels will resemble part one of this series. These final six channels require a little tech savviness. Fret not, you do not have to be a technologist or digital expert, but I recommend seeking guidance from family and friends who may have some experience in these areas.
Search Engine Optimization
Through keyword search, page links, and repost, Search Engine Optimization (SEO) can improve your ranking in search engines and increase your sites visibility.
Use this channel to share your expertise and passion via a blog. Make the content relevant, useful, and shareable. A bi-product of becoming a content expert is major publicity/exposure and warm leads.
At its core, email marketing is the use of email to promote products and/or services. A better way of describing it is the use of email to develop relationships with potential customers and/or clients.Crazy stat: Over two billion emails are sent every day. How will your emails stand out?
Have you ever signed up for a product or service and was asked to share or invite others to do the same? We all have, right! That is viral marketing: the use of your existing customer base to encourage prospects to sign up.
There are many platforms with hundreds of thousands of users. After you have created your ICP (Ideal Customer Profile), identify which platforms they use most and leverage the visibility of those platforms (Twitter, LinkedIn, Instagram, Facebook, etc.) to drive traffic to your site.
Engineering as Marketing
This channel is the use of tools to encourage people to try your product. What is your widget that tempts me to consider your service? Is it a calculator? Is it a free CRM? Or is it a free basic dashboard? Determine a small giveaway that will lead the prospect to a larger purchase.
Remember, all channels are not for all businesses. So what should you do if you have limited time and money? Create an Ideal Customer Profile, determine the pros/cons of each traction channel, test those where your audience reside most, and pick the winners. Winners are defined by delivering the most prospects/customers with least amount of friction and money!
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