Notes on customer acquisition, growth, and app marketing

Category: Customer Acquisition

How to build liquidity in a two-sided market

Two-sided markets are markets with two types of participants, where the benefit for one side depends on the number of participants on the other side of the market. This is also known as cross-side network externalities or cross-side network effects.

A network effect, or network externality, is the effect that one user of a product or service has on the value of that product to other people. It can be positive (more users, more value) or negative (more users decrease value).

19 Traction channels for startups. Part II

“Traction: How Any Startup Can Achieve Massive Growth”

Email marketing

Email marketing can be used for all stages of the customer lifecycle: building familiarity with prospects, acquiring customers, and retaining the customers you already have.

One of the email’s strengths is that it is a way to get feedback from your customers. Allow them to reply with their questions or problems.

For finding customers
Traction channels like SEO and content marketing can help you build your email list. Ask for an email address in exchange to access premium content, a free course related to your area of expertise, a whitepaper, or a video.

Consider advertising on email newsletters complementary to your product.

19 Traction channels for startups. Part I

“Traction: How Any Startup Can Achieve Massive Growth”

Autors Gabriel Weinberg and Justin Mares

Traction is growth. It is a sign that your company is taking off. It is basically quantitative evidence of customer demand.

Traction and product development are equally important.

Startups get traction through nineteen different channels called traction channels: Targeting blogs, publicity, unconventional PR, SEM, SEO, social and display ads, offline ads, content marketing, email marketing, engineering as marketing, viral marketing, business development, sales, affiliate programs, existing platforms, trade shows, offline events, speaking engagements, community building.

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