Having a great product is no longer enough. One of the most common mistakes startups make is assuming that a good product will sell itself. In reality, your success depends just as much on your ability to distribute that product effectively and gain momentum. That momentum is called traction.
Traction is the measurable evidence that your business is growing—whether that’s user acquisition, increasing revenue, or expanding market presence. For that to happen, you need to master the right traction channels for startups, especially in early stages.
Fortunately, Gabriel Weinberg (founder of DuckDuckGo) and Justin Mares (co-founder of Kettle & Fire) identified 19 traction channels after interviewing 40+ successful founders. Here’s a breakdown of what they are and how to choose the right one for your startup’s growth.
The 19 Traction Channels and Why They Matter
These marketing channels that actually work represent every possible way a startup can acquire customers. You don’t need to master all of them—but understanding what’s available helps you test and focus on what actually works for your unique audience and product.
1. Search Engine Marketing (SEM)
Paid ads on search engines like Google. Delivers quick traffic and excellent targeting but requires ongoing investment.
2. Search Engine Optimization (SEO)
Improving organic visibility in search engine results. Long-term results and scalable when done right.
3. Content Marketing
Creating valuable, relevant content (blogs, videos, guides) that attracts and nurtures your target audience.
4. Social and Display Ads
Running ads on platforms like Facebook, Instagram, YouTube, and across the web. Great for reach and segmentation.
Are Meta campaigns one of your designated channels to generate leads? Steal our secrets on how to succeed on these platforms.
5. Email Marketing
One of the most cost-effective customer acquisition strategies for nurturing leads and building long-term loyalty.
6. Viral Marketing
Encouraging users to share your product or content with others, creating a self-sustaining growth loop.
7. Engineering as Marketing
Offering free tools, calculators, or apps that provide value while subtly promoting your brand.
8. Publicity (Traditional PR)
Getting featured in press outlets, podcasts, or news articles to gain exposure and credibility.
9. Offline Ads
Advertising through traditional channels—TV, radio, print, or billboards. Useful for brand building and mass awareness.
10. Business Development
Strategic partnerships with corporations, organizations, or governments to open new markets or scale faster.
11. Direct Sales
A structured sales process involving one-on-one interactions, often necessary for B2B or high-ticket products.
12. Targeted Blogs
Partnering with niche bloggers or influencers who already have access to your ideal customer.
13. Unconventional PR
Creative or unexpected campaigns that attract media attention and drive conversation (think stunts or viral surprises).
14. Affiliate Programs
Third parties promote your product in exchange for a commission per lead or sale.
15. Existing Platforms
Distribute your product through established platforms like Amazon, Etsy, or app marketplaces.
16. Trade Shows
Attend or exhibit at industry events to showcase your product, gather leads, and build brand recognition.
17. Offline Events
Host or sponsor events to connect with your audience, increase loyalty, and generate word-of-mouth.
18. Speaking Engagements
Position yourself or your team as thought leaders by speaking at conferences, panels, or webinars.
19. Community Building
Engage or create a community around your product or industry (e.g., forums, Slack groups, Discord, etc).
How to Group Traction Channels for Smarter Strategy
With 19 options available, it’s easy to feel overwhelmed. Skalski Growth recommends grouping these growth channels for early stage startups into 8 strategic categories based on their approach and purpose. Here’s what each group represents:
- Search-Based Channels
Includes SEM, SEO, and Existing Platforms. These are essential if users are already searching for solutions like yours. Great for startups looking to capture high-intent traffic efficiently. - Social Channels
Includes social/display ads, viral marketing, and community building. These channels are ideal for awareness and engagement, especially for products that thrive on storytelling or visual content. - Sales & Partnership Channels
Covers direct sales, business development, and affiliate programs. Often used in startup marketing strategies targeting enterprises or B2B audiences, where trust and personal interaction are key to closing deals. - Content Channels
Content marketing and email marketing are both foundational. These help you build a long-term inbound funnel and establish authority, critical for early-stage startups with limited ad budgets. If your content isn’t generating leads, we recommend you check our dedicated article on how to fix this problem. - Tech-Based Channels
Engineering as marketing shines when you can build useful tools or widgets to deliver value upfront. It’s especially effective for SaaS or product-led growth models. - Event Channels
Including speaking engagements, trade shows, and in-person events, these are high-touch opportunities to educate, pitch, and network directly with potential customers. - Media / PR Channels
These rely on earned or shared media. Traditional PR, blogs, and stunts (unconventional PR) help build credibility and can trigger spikes in traffic when executed creatively. - Offline / Local Channels
Primarily traditional media advertising. Useful when your market is geographically concentrated or you’re targeting a broad offline audience.
Understanding these categories helps you prioritize and combine channels based on your budget, team size, and product lifecycle stage.
Use the Bullseye Framework to Choose the Right Channel
Not sure how to get traction for a startup? Use the Bullseye Framework, a proven methodology from the book Traction:
- Outer Circle: List ideas for all 19 traction channels.
- Middle Circle: Pick 3–6 that seem most promising based on your product and customer behavior.
- Inner Circle: Double down on the one channel that gives you the best results during testing.
The Bullseye approach prevents wasted budget and helps you focus on the best performing channel at the right time.
Follow Us for Proven Startup Marketing Strategies
Success in startup growth is not about being everywhere—it’s about being where your audience is, and showing up the right way. With a clear understanding of the traction channels for startups, and a willingness to experiment, you can unlock sustainable growth and market momentum.
At Bravo Media Corp, we specialize in helping startups identify and scale their best customer acquisition strategies. Contact us to get expert insights, real-world examples, and proven strategies to grow your business with clarity and confidence.