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Traction Slides by Zachary Clinch
- 2. Nineteen Traction Channels which are: 1. Viral Marketing 2. Public Relations 3. Unconventional PR 4. Search Engine Marketing 5. Social and Display Ads 6. Offline Ads 7. Search Engine Optimization 8. Content Marketing 9. Email Marketing 10. Engineering as 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 But with so much information and so little time, I will go in depth on only a few….
- 3. My 4 Channels Existing Platforms Affiliate Programs Social and Display Ads Targeting Blogs The channels I will focus on include…
- 4. Let’s Start with Existing Platforms What are they and why are they important???
- 5. Existing platforms are websites, apps or networks with huge numbers of users, sometimes in the hundreds of millions!! These platforms include the Apple and Android App Stores, Facebook, Twitter, Pinterest, Snapchat, and many others.
- 6. Why are they so important? These platforms already have the members, you just need the content. Companies like Zynga started on Facebook because of how easy it was for friends to share their product.
- 7. The world famous YouTube got their start by using an existing platform. That platform was MySpace believe it or not. Users were directed back to YouTube when clicking on a video, giving YouTube major exposure with how big MySpace was.
- 8. Focusing on the App Store The main goal when being apart of app stores is to have a high rating or to be featured. For this to happen the app needs to have good content or give some sort of value to the consumer.
- 10. Why target blogs? Targeting blogs can help you connect with your specific customers. The challenge is finding the blogs that will be most useful.
- 11. Ways of finding the right blogs Search Engines – simply search for “Blogs for (blank)” YouTube – Simple keyword searches can do the trick Delicious – lets you use keywords to find links that others have saved, which can help you find new blogs Talk to people – the most effective, just go out and ask people!
- 12. How about some info on Affiliate Programs
- 13. With affiliate programs, you pay people or companies for performing certain actions such as selling a product or service.
- 14. How they work? An example would be Amazon. An Amazon affiliate program pay’s between 4-8.5% of each sale depending how many items an affiliate sells each month.
- 15. Finding affiliates Most companies do not have their own affiliate programs. Sites like Commission Junction, Pepperjam, and Linkshare provide affiliates for companies like Wal-Mart, Apple, Starbucks, etc.
- 16. Big $$$ in Lead Generation Lead generation is a $26 billion dollar industry. Lead’s include email addresses, home addresses, a phone number, or even credit scores. Some frequent consumers of lead’s are insurance companies, law firms, and mortgage brokers.
- 17. Last, but not least…. Social & Display Ads
- 18. Display Ad Networks Some of the biggest are Google’s Display Network, Advertising.com, TribalFusion, ValueClick, and Adblade. They give people the capability of reaching specific demographics and offer a variety of ad formats. The most common display ads are the banner ads seen across websites.
- 19. Social Ads The goal of social ads is not as much getting people to buy the item immediately, but more creating awareness of the product. The hope is later on down the line a purchase may occur. One of the main targets for social ads are new potential customers.
- 20. Different, but the same Yes, display and social ads are different but they both share the principle of understanding your audience, experiment your message, and reaching people in a way they will remember.
- 21. The Finish! Of the nineteen channels talked about in Traction, the 4 I found interesting and insightful were Existing Platforms, Targeting Blogs, Affiliate Programs, and Display & Social Ads.