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Growth Channels

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This is inspired by Gabriel Weinberg's Tractions channels. We've developed, expanded and become great at them. Easter egg: each traction channel's emoji means something! Try to work them out.

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Viral Marketing Growing your user base by encouraging your users to refer other users. Example: Airbnb or Uber: Referral Credit.

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Unconventional PR Doing something exceptional to draw media attention. Example: Transferwise protesting outside parliament or even in Zappos going above and beyond for customers.

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Social Display Ads Ads on popular sites like reddit, YouTube, Facebook, Twitter, Instagram and hundreds of other niche sites, can be powerful and scalable ways to reach new customers. Example: Instagram Advertising

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Offline Ads TV spots, radio commercials, billboards, infomercials, newspapers and magazines, as well as flyers. Typically for less tech-savvy customers. Offline ads also more trusted. Example: Advertising on the London Underground

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Content Marketing Many start-ups have blogs, but most do not use their blogs to gain Traction. Example: We wrote a blog piece for Perfocal to build customer trust, generate backlinks & to generate 6 months worth of social media content (3 birds đŸĨ, one stone). So far it's garnered 1,800 interactions (196 shares, 569 comments & 1,000 reactions).

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Sales Directly focusing on exchanging a product for cash. Sales funnel creation & generation, cold calling, door to door sales. Example: We've built a business development function at Perfocal, arming them with marketing collateral we closed Perfocal's largest business client to date in July 2020. We look forward to setting more records 😉 .

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Upselling Developing new income streams by creating add-ons for your core product. Example: We increased Perfocal's capabilities to include photobooks and frames.

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Public Relations The art of gaining attention through traditional media outlets, like newspapers, magazines & TV. Example: Perfocal article on 80k a year to travel the world as a family's personal photographer

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Search Engine Marketing Marketing effectively on Google and other search engines Example: Google Ads

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Existing Platforms Focusing your growth on existing mega-platforms, like Facebook or Instagram, Twitter or the App Store Example: Focusing on building a engaged following on Instagram.

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Trade shows Creating chances to show off your latest products. These could be Tech events, wedding shows or any event that lets you show of your product.

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Offline Events Sponsoring or running offline events - from small meetups to large conferences, can be primary in gaining traction. Example: Twilio sponsoring engineering meetings ups

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Speaking Engagements Using hype about your company story to promote it further. Example: getting team mates from different discliplines to give talks at meet up events.

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Community Building Forming passionate communities around your product. Example: Monzo facilitating discussion and engagement on their online forum.

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Influencer Marketing Partnering with social media accounts that have an alignment with your product or service and developing an ad campaign with them for their followers.

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Search Engine Optimisation (SEO) Process of making sure your website shows up for key search results. Landing pages and relevant blog content. Example: We built a landing page engine called Mass Landers for Perfocal, which allowed us to instantly build beautiful landing pages from a single row in a spreadsheet (pretty cool right? 😎). Consequently we have the capability to launch 1000s of pages targeting long-tail keywords in a single day.

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Email Marketing One of the best ways to convert prospects, while retaining and monetizing existing ones. Example: We developed a lead re-engagement email flow using customer.io at Perfocal, which lead to higher conversions in our photography product, more customer reviews & upselling additional products.

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Engineering as Marketing Using engineering resources to acquire customers is underutilized. Successful companies build microsites, develop widgets, and create free tools that drive thousands of leads each month. Example: Option type comparison widget by Vestd

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Business Development Process of creating strategic relationships that benefit both your startup and your partner. Example: At Perfocal we built a strategic relationship with Churchill Gowns

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Affiliate Programs Arrangements in which an online merchant Website pays affiliate Web sites a commission to send them traffic. These affiliate Websites post links to the merchant site and are paid according to a particular agreement. Examples: Comparison websites (gocompare), product aggregators (Lyst), online publications, Amazon Affiliate scheme

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B2B2C Enabling the supply side to do their own marketing Example: Just eat partnering with local businesses to provide marketing materials and discounts