# The 19 Traction Channels

A reference list of every channel the Bullseye Framework brainstorms across. Each entry includes a one-line definition and typical fit signals.

1. **Viral Marketing** — Getting existing users to refer others to the product. Fit: products with inherent sharing value or network effects.
2. **Public Relations (PR)** — Traditional media coverage (news, newspapers, magazines). Fit: Phase II+ with newsworthy milestones.
3. **Unconventional PR** — Publicity stunts and extreme customer appreciation. Fit: brand-building, memorable launches.
4. **Search Engine Marketing (SEM)** — Paid ads on Google/Bing. Fit: existing search demand for category terms.
5. **Social and Display Ads** — Paid ads on Facebook, Twitter, LinkedIn, display networks. Fit: visual/brand-driven products, clear demographic targeting.
6. **Offline Ads** — TV, radio, print, billboards, direct mail. Fit: mass-market, later-stage, broad demographic.
7. **Search Engine Optimization (SEO)** — Organic ranking in search engines. Fit: existing search demand, long time horizon.
8. **Content Marketing** — Blog, newsletter, podcast, video as acquisition channel. Fit: audience that reads, compounding over time.
9. **Email Marketing** — Lifecycle emails for acquisition, activation, retention, revenue. Fit: all stages; pairs with every other channel.
10. **Engineering as Marketing** — Free tools that generate leads (calculators, widgets, grader tools). Fit: technical team, well-defined customer problem.
11. **Targeting Blogs** — Sponsoring, guest posting, or relationship-building with niche blogs. Fit: Phase I, defined audience, limited reach blogs.
12. **Business Development (BD)** — Partnerships that exchange value (not dollars). Fit: when partner brings distribution, inventory, or brand.
13. **Sales** — Direct outreach, qualification, closing. Fit: enterprise, high-price products, products requiring consultation.
14. **Affiliate Programs** — Paying others a cut for driving sales or leads. Fit: defined customer value, existing affiliate ecosystem.
15. **Existing Platforms** — Leveraging platforms with large user bases (App Stores, browser extensions, social networks). Fit: products that complement a big platform's gap.
16. **Trade Shows** — Industry events where vendors meet prospects. Fit: B2B, enterprise, industries that gather at expos.
17. **Offline Events** — Running or sponsoring meetups, conferences. Fit: community-driven products, local scaling.
18. **Speaking Engagements** — Getting the founder/team on stage at relevant events. Fit: thought leadership, founder-led sales.
19. **Community Building** — Investing in relationships among users so they recruit others. Fit: products that connect people or share a mission.

## Source

Chapter 1 ("Traction Channels") of *Traction* by Gabriel Weinberg and Justin Mares.