Scaling a startup is both challenging and exciting, and one of the key ingredients to success is choosing the right traction channels. These channels help startups gain visibility, attract users, and drive growth in sustainable ways. Here, we dive into 19 traction channels that growth-focused startups can leverage to achieve significant growth. Each channel is illustrated with examples of companies that saw notable results by focusing on these channels in their early days.

1. Blogs

Overview:

Blogging can be a powerful way to educate your audience, improve SEO, and showcase expertise in your industry. By publishing valuable, relevant content, you attract organic traffic and create a loyal readership.

Example:

In the early days, Buffer used a content-focused blog strategy to share insights on social media marketing. Through high-quality, SEO-optimized posts, Buffer attracted a large following and boosted its user base by 50% within a few months.

2. Publicity

Overview:

Publicity involves media coverage to gain exposure for your brand, often by sharing a compelling story that makes your company newsworthy. Effective publicity builds credibility and reaches large audiences.

Example:

Airbnb leveraged publicity by sharing its story about turning air mattresses in a living room into a booming platform. This humanized story caught media attention and led to significant brand visibility, helping the platform see a 70% increase in new users shortly after their story went viral.

3. Public Relations (PR)

Overview:

While similar to publicity, PR is more strategic and involves relationships with journalists and media outlets to maintain a positive image and consistent brand awareness over time.

Example:

Dropbox worked with PR firms and tech journalists to raise awareness, especially when launching new features. By getting notable media outlets to cover their growth and achievements, Dropbox’s growth soared, achieving over 60% growth in just a few months.

4. Search Engine Marketing (SEM)

Overview:

SEM includes pay-per-click (PPC) advertising on search engines like Google. It’s a quick way to capture high-intent users actively searching for relevant products or services.

Example:

Amazon used SEM aggressively to target users searching for books and products in its early days, which helped grow its customer base by more than 30% monthly due to their strategic, keyword-focused campaigns.

5. Social & Display Ads

Overview:

Social media and display ads help drive traffic from platforms like Facebook, Instagram, and Google Display Network. This strategy is particularly effective for reaching audiences on social channels.

Example:

Glossier, a beauty brand, used social media ads on Instagram to reach millennials interested in beauty. They saw a 40% increase in traffic to their website and social channels within a year of launching targeted campaigns.

6. Audio & Video Ads

Overview:

Audio and video ads, whether on radio, Spotify, YouTube, or OTT platforms, can be powerful for brand awareness. These ads allow you to reach your audience with engaging audio-visual content.

Example:

Dollar Shave Club created a viral YouTube ad that humorously explained its service. The ad quickly went viral, resulting in a 50% monthly increase in subscribers within the first few months.

7. Podcasts

Overview:

Podcasting is an effective way to reach niche audiences and establish thought leadership. By starting a podcast or being a guest on popular ones, startups can reach an engaged audience.

Example:

Casper, the mattress startup, sponsored several podcasts popular with their target demographic. This approach helped Casper achieve 35% growth in brand awareness and new sales during its first year.

8. Search Engine Optimization (SEO)

Overview:

SEO involves optimizing your website and content to rank higher in search engines, which helps drive long-term organic traffic and build credibility.

Example:

Moz, an SEO software company, focused on creating educational SEO content and optimizing for relevant keywords. This brought them a steady stream of organic traffic and a 20% increase in leads each quarter.

9. Content Marketing

Overview:

Content marketing includes creating valuable content across formats—blogs, guides, videos, and more—to attract and retain a clearly defined audience.

Example:

HubSpot used content marketing to grow its CRM and marketing software user base. They published articles, eBooks, and webinars that contributed to a 30% quarterly growth rate in the early days.

10. Email Marketing

Overview:

Email marketing remains a highly effective way to nurture leads, engage existing customers, and promote content or products.

Example:

Groupon leveraged email marketing to drive engagement with deals. With daily emails offering local deals, Groupon achieved a 20% monthly growth in its user base in its first year.

11. Viral Marketing

Overview:

Viral marketing relies on creating content or experiences that people want to share, exponentially increasing your reach as it spreads.

Example:

Hotmail added a "Get your free email at Hotmail" tagline in every email, resulting in a viral loop. Within a year, Hotmail grew its user base by 300%, reaching 12 million users with minimal marketing costs.

12. Engineering as Marketing

Overview:

Engineering as marketing uses tools, calculators, or apps that provide value to users and simultaneously promote your brand or service.

Example:

HubSpot created a free Website Grader tool that analyzed website performance. This tool attracted new leads, resulting in a 25% increase in lead generation within its first few months.

13. Business Development

Overview:

Business development involves forming strategic partnerships with other companies to tap into their user bases and create mutual value.

Example:

Spotify partnered with Facebook to integrate music streaming into the social media platform. This collaboration contributed to a 40% increase in Spotify users, especially as Facebook promoted the integration.

14. Sales

Overview:

Sales, while traditional, is critical for B2B startups, involving direct outreach, lead nurturing, and closing deals.

Example:

Salesforce relied on an aggressive sales strategy, focusing on reaching corporate clients directly. This resulted in a steady growth rate of 30% in enterprise customers year-over-year.

15. Affiliate Marketing

Overview:

Affiliate marketing leverages partners and influencers to promote your products in exchange for commissions, expanding reach without direct advertising costs.

Example:

Amazon’s affiliate program incentivized bloggers, YouTubers, and websites to promote Amazon products. This channel grew Amazon’s e-commerce sales by approximately 20% year-on-year in its early stages.

16. Using Existing Platforms

Overview:

Tapping into existing platforms like eBay, App Store, or marketplaces allows you to reach an audience without building an entire user acquisition channel.

Example:

PayPal scaled by using eBay as a platform to facilitate payments. This access to eBay’s audience led to a rapid growth of 50% month-over-month in new users.

17. Trade Shows and Webinars

Overview:

Trade shows and webinars allow you to engage directly with your target audience, demonstrate your products, and build valuable connections.

Example:

Zenefits attended several HR trade shows, where it showcased its HR software, leading to a 40% increase in business leads in its first year.

18. Speaking Engagements

Overview:

Speaking at industry events establishes authority and puts your product or service in front of a relevant audience.

Example:

LinkedIn founder Reid Hoffman frequently spoke at tech conferences in the early 2000s, which helped boost LinkedIn’s visibility. This strategy contributed to a 25% annual growth rate in new users.

19. Community Building

Overview:

Building a community involves creating spaces for customers or fans to engage with each other and the brand, fostering loyalty and word-of-mouth growth.

Example:

Harley Davidson cultivated a community of riders through clubs and events. This community-building led to a 20% increase in customer loyalty, with customers actively promoting the brand.

Conclusion

Choosing the right traction channel depends on your target audience, business goals, and budget. By experimenting with these 19 channels, you can find the ones that drive growth and establish a sustainable marketing strategy for your startup.