What Traction Tactics are Working ... For Now?
The exhilarating rush of kick-starting a new venture, coupled with the inevitable challenges of building momentum in the market, is an experience familiar to every founder. As an early-stage founder steering the Go-To-Market strategy for Solidroad, my daily endeavour involves scouring the horizon for innovative and effective ways to drive more sales conversations.
A Treasure Trove of Traction Tactics: "Traction" by Gabriel Weinberg
Recently, I was passed on a book "Traction" by Gabriel Weinberg, and would highly recommend it. If you're someone who's currently wearing the founder's hat or aiming to wear it someday, I'd suggest you grab a copy. This book shines a light on 19 distinct traction channels, serving as a roadmap for startup marketers and founders.
The Three Gems So Far: Sales, Content Marketing, & Viral Marketing
Determined to tap into these channels, I embarked on a journey of experimentation. And though I've only scratched the surface, three channels have emerged as early winners for Solidroad:
- Sales: My most effective weapon so far has been outbound founder-led sales, primarily via email and LinkedIn. The direct approach, combined with the genuine intent of a founder, seems to resonate with potential customers or maybe sales people just like talking to other sales people?
- Content Marketing: LinkedIn has proven to be a gold mine for short-form content. The plan now is to maintain a more consistent cadence of long-form content through blog posts. Every piece of content acts as a magnet, drawing potential leads closer to our brand.
- Viral Marketing: To add a touch of fun and intrigue, we designed a viral demo where users can engage in a chat with two beloved Office characters, Michael Scott and Dwight Schrute. The response? Over 1,000 completions, with the demo acting as a consistent lead generator every single day!
The Free-Channel Adventure
A striking aspect of our journey so far? We haven't spent a dime on marketing. Our strategy pivots on harnessing free channels. While it's tempting to pour funds into paid campaigns, there's immense value in understanding organic growth. It's a testament to the fact that with creativity, persistence, and a dash of experimentation, it's possible to achieve traction even on a shoestring budget.
Webinars on the Horizon
As we tread ahead, we're gearing up to launch a series of webinars on Streamyard, tailored for revenue leaders, and broadcasted on LinkedIn. Webinars offer an excellent platform to engage, educate, and convert potential leads, and we're excited to see the ripples they create. I recently re-read this blog post by Des Traynor and want to see first hand if webinars in 2023 are still as fruitful for lead gen as they were in 2011.
There is No Silver Bullet
While these channels have yielded promising results for us, it's crucial to understand that there's no universal formula for traction. The journey is akin to piecing together a jigsaw puzzle - it's about finding what fits best for your unique business landscape. As we stand today, 9 months since formation and with a product ready for sale for less than three months, the journey ahead is long but exhilarating.
I promise to keep you all looped in, sharing insights, victories, and lessons as we sail ahead. Here's to many more traction tales!