제목: Traction
저자: Gabriel Weinberg and Justin Mares
브라이언 요약: 

  1. 50%의 노력은 고객 찾는데 투자하라.
  2. 얼마나 많은 고객들이 여기에 있으며, 얼마로 고객확보가 가능한가?
  3. 계속 태스트하라.
  4. 19가지 광고 채널 (여러가지 채널 테스트)
  5. Click-Through-Rate (CTR), Cost per Click (CPC), Cost per Acquisition (CPA)
  6. 구글SEO
  7. 컨텐츠 마케팅

 
Traction: How Any Startup Can Achieve Explosive Customer Growth, Portfolio
 

브라이언 노트:

Preface: Traction Trumps Everything

  • DuckDuckGo 스타트업에 도움된 이야기
  • 2015년 출판

1. Traction Channels

  • Traction is a sign that your company is taking off.
  • 19 traction channels

2. Traction Thinking

  • The 50% Rule
  • No market, Too small market, Hart to reach market, Hard to get customer market
  • Splitting your time evenly between Product and traction will certainly slow down product development.
  • Leaky bucket
  • Put half your efforts into getting traction
  • Set your growth goals
  • Learn what growth numbers potential investors respect
  • Find your bright spots

3. Bullseye

  • A. How much will it cost acquire customers through this channel?
  • B. How many customers are available through this channel?
  • C. Are the customers that you are getting through this channel the kind of customers that you want right now?
  • Your main consideration at this point is speed to get data and to prove your assumption.
  • Bullseye:
  • The biggest mistake startups make when trying to get traction is failing to pursue traction in parallel with product development.
  • If you build it, they will come is wrong.
  • Work through bullseye.
  • Talk founders a few steps ahead of you
  • Hold on your other channels idea

4. Traction Testing

  • Continuous testing
  • A/B testing aka Split testing
  • Law of shitty click-throughs: Once they become commonplace, click-through rates plummeted.
  • Constantly running small traction tests will allow you to stay ahead of competitions pursuing the same channels.
  • How many customers are available, conversion rate, cost to acquire a customer, lifetime value of a customer
  • Look for customers where others aren't looking (Run cheap tests to quickly validate assumptions and test new ideas.)
  • Constantly optimize.
  • Keep it numerical

5. Critical Path

  • Lay out your milestones
  • Stay on the Critical Path
  • Actively work to overcome your traction channel biases (Mentors can help here.)

6. Targeting Blogs (1)

  • Run tests on a variety of smaller blogs
  • Sponsor small blogs, especially personal blogs.
  • Offer something unique to your best targets.

7. Publicity (2)

  • Focus on the right smaller sites.
  • Build real relationships with the specific reporters covering your startup's market.
  • Have newsworthy milestones to share.

8. Unconventional PR (3)

  • Do something big, cheap, fun, and original.
  • Be awesome to your customers and good things follow.
  • Prepare for failure.

9. Search Engine Marketing (SEM) (4)

  • Click-Through-Rate (CTR)
  • Cost per Click (CPC)
  • Cost per Acquisition (CPA)
  • Use search engine ads to test product positioning and messaging.
  • Measure conversions so you can test SEM variables against profitability.
  • Use longer keywords. (long-tail keywords: lower search volumes but cheaper so can be more profitable.)
  • Pay close attention to your ad quality scores.

10. Social and Display Ads (5)

  • Contact small sites directly for display ads
  • Use social ads build awareness of products and create demand.
  • Create compelling social content.

11. Offline Ads (6)

  • Run cheap tests by first targeting local markets.
  • Seek out remnant ad inventory for the highest discounts.
  • Use unique codes or Web addresses to track the effectiveness of different offline ad campaigns.

12. Search Engine Optimization (SEO) (7)

  • Search Engine Optimization (SEO) is the process of improving your ranking in search engines in order to get more people to your site.
  • More high-quality links you have to a given site or page, the higher it will rank.
  • Fat head strategy (30% of search) and Long tail strategy (70% of search)
  • Only about 10% of clicks occur beyond the first then links.
  • 1. Enough volume 2. difficulty of the ranking 3. narrow your list of targeted keywords 4. Implementation 5. Get other sites to link to your site.
  • Fat headFind search terms that have enough search volume to move the needle for your company
  • Generate long-tail landing pages by using cheap freelancers
  • Focus on how you will build links
  • Avoid "black-hat" SEO tactics that violate search engine guidelines, especially buying links.


13. Content Marketing (8)

  • The most common hurdle in content marketing is writer's block. To overcome it, simply write about the problems facing your target customers. You should be able to provide insight on subjects they care about.
  • If you blog, dedicate at least 6 months to it.
  • Do things that don't scale early on.
  • Produce in-depth posts you can't find anywhere else.

14. Email Marketing (9)
15. Viral Marketing (10)
16. Engineering as Marketing (11)
17. Business Development (BD) (12)
18. Sales (13)
19. Affiliate Programs (14)
20. Existing Platforms (15)
21. Trade Shows (16)
22. Offline Events (17)
23. Speaking Engagements (18)
24. Community Building (19)

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