20 Proven Marketing Channels for Rapid Traction — Part 1/4

In this article you’ll learn to identify the 20 different marketing channels that have proven track records of helping startups achieve early traction. These are based on the channels described by Gabriel Weinberg and Justin Mares in the book “Traction — A Startup Guide To Getting Customers.” I highly recommend you buy the book and read through it for more on each channel.

The Law of Diminishing Clicks

The Law of Diminishing Clicks is the reason why marketers must constantly adapt their strategies. Just like you learned in Econ 101 — the law of diminishing clicks is used to describe the natural tendencies of marketing channels to lose their effectiveness due to a saturation of marketers occupying that channel. The first banner ad has a click-through rate of 44%. Today you’d be lucky to see even a 0.44%.

The 20 Marketing Channels You Should Be Considering

Browse through the below channels and think about how each one can be applied to your product or service. You will have a natural tendency to like some and dismiss others. Try to keep an open mind though, as each one of these has proven itself a valuable tool to gain early traction for startups.

• 1. Public Relations
• 2. Unconventional PR
• 3. Viral Marketing
• 4. Search Engine Marketing
• 5. Social & Display Ads
• 6. Offline Ads
• 7. Search Engine Optimization
• 8. Content Marketing
• 9. Email Marketing
• 10. Engineering Marketing
• 11. Targeting blogs
• 12. Business Development
• 13. Sales
• 14. Affiliate programs
• 15. Existing Platforms
• 16. Trade Shows
• 17. Offline Events
• 18. Speaking Engagements
• 19. Community Building
• 20. Sponsorship

1. Public Relations

What
The art of getting your startup featured in newspapers, magazines, and TV.

Why
With little monetary cost your product/service can be broadcasted to the millions of readers of individual publications.

Example
Develop an online relationship with journalists and bloggers for your industry and offer them an exclusive press release that relates to what their style of writing.

2. Unconventional PR

What
Requires your startup to do something exceptional in order to draw media attention.

Why
A PR stunt that can get your company in the spotlight of the national news would cost multi-millions if attempted through traditional advertising.

Example
Uber’s launch in the Hamptons by offering helicopter rides from New York at a flat-rate of $3000.

3. Viral

What
The process of getting your existing customers to refer others your product

Why
Setting up your customers to benefit from bringing in their friends means that each customer brings in at least one other person. That equals exponential growth.

Example
The ALS ice bucket challenge spread like wildfire due to an integral part involved publicly challenging 3 off your friends.

4. Search Engine Marketing (SEM)

What
Allows you to advertise to customers searching for things relating to your service on Google and Bing,

Why
Successful keyword targeting and clear call to actions can help you acquire customers ready to make a purchase. Targeting the right keywords and buying a pay-per-click basis allows you to set and maintain bugets.

Example
SEM can also be used as a great tool in the beginning strategies to refine your target audience. Use different keyword combinations to see which audience clicks and converts the most.

5. Social Display Ads

What
Facebook, Twitter, LinkedIn, and Pinterest allow for targeted display ads with a wide range of call-to-actions.

Why
With the potential to hyper-target consumers and an attractive price point, social display ads provide a valuable method for marketers to get their message to the right people.

Example
Grid — the “AI” site-builder used an impressive social media campaign to get over 60,000 paying pre-orders of their software without having a product to ship.

Conclusion

Each one of these channels offers a unique way to bring your story to the customers that matter. While some are one-time solutions, others are an on-going effort. While it’s impossible for a small startup with less than 5 employees to attempt each one of these channels, you should never dismiss any of them. Each one has it’s place in your marketing mix. Consider the examples I’ve provided and brainstorm how you can apply these to your own product or service.

Be on the look out as I go over numbers 6through 10 next week on www.philippritter.com and www.medium.com.