You can go wild on it in all you halfway or completely known channels on the way, or you go with structure.
Here you will find an overview of some channels out of the start-up environment, a short description and a link to the more detailed magazine articles of the Power Channels.
After all, you want to bring the power down to the ground so that your company moves in the desired direction. Then traction is the keyword you work for.
Here is a descriptive overview and below a short description of what’s behind the channels.
Blogger- and Influencer-Marketing
Engineering as Marketing
Keynotes, Speaking Engagements
PR / Publicity
Search Engine Advertising (SEA)
Search Engine Optimization (SEO)
Social and Display Ads
Affiliate Marketing is based on the principle of recommendation/mediation of a business. This sort of sharing, as a rule, functions online by means of interlinking. Such an affiliate-link contains a special code, which allows a distributor to clearly identify bearer, supplier, or affiliate. Putting it simply, by using the link with partnering affiliate retailers/vendors know where the new customer was sent from.
The commission is paid for mere clicks on the advertisement, conveyance of new relevant contacts (lead generation) or directly generated sales. Unlike merchants, a vendor or a provider, who offers goods or services, the affiliate simply takes the role of a platform or an interface between vendors and possible clients.
So, by clicking on such an affiliate link a customer is redirected to the webpage of a respective vendor. This way allows the transfer of parameters, which enables concrete allocation of generated turnover with a Publisher. This method is known as tracking. So, cookie-tracking allows allocation and actually tracking visitors of a certain website by using a cookie file.
Would you like to find out more?Get detailed insights with our article on affiliate marketing.
Blogger- and Influencer Marketing
Here we speak about targeting bloggers, people who own and run their blogs. Originally, a blog functions as a sort of a digital diary and is often used for professional content production.
Do you want to know more? You can find more information in our article about blogger and influencer marketing.
Business development is a generation of a long-term value for an organization derived from clients, markets and networking. Here we are talking exclusively about a sustainable building of win-win partnerships.
Would you like to find out more? Get tips, hacks and more with our article on business development.
This includes the establishment and cultivation of a group or a community with common interests, shared values and norms for achieving common goals.
Would you like to find out more?Get detailed information with our post on community building.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Ultimately, it can drive profitable customer action.
Would you like to find out more? Get detailed insights with our article on content marketing.
Emails are used not only for communication but also for the delivery of goods and services. Due to emails, you can have your goods and services advertised to customers, introduce your brand to potential customers, convince them to try your products and, finally, emails help to supply your goods to the customers.
Would you like to find out more? Find avoidable mistakes, tips and more within our post on email marketing.
Engineering as Marketing
Engineering touches upon every situation when you use your time and the time of your developers to build useful instruments like calculator, cheat sheets, widgets and training microsites, and by providing potential customers with the internal in-built tools you also provide an additional value. These instruments generate leads and expand your customer base.
Would you like to find out more? Get detailed insights with our article on engineering as marketing.
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This channel brings together all the existing platforms, on which or through which you can reach out for your customers. These are, first of all, social media networks as well as sales platforms or auction-platforms and training websites.
Would you like to find out more? Read more detailed on this channel within our article on existing digital platforms.
Keynotes and Speaking Engagements
You walk out in front of the small/big audience and deliver a speech or a presentation on the topic that you really have interesting and valuable knowledge or possess a clear opinion about.
Would you like to find out more? Get detailed insights with our article on keynotes and speaking engagements.
Offline advertising can actually be quite effective even for online businesses. Among the popular ones are newspaper ads or billboards. Over the last few years such elements as QR-codes or Snapchat codes have generated the improved measurability.
Do you want to know more? You can find most comprehensive information in our article on offline advertising.
A conference, a special event, a seminar or just a meetup are popular activities that have a very specific purpose and are usually time limited. These can also be in the format of BarCamps/workshops, which is an international network of open user-generated conferences primarily focused around technology and the web.
Would you like to find out more? Get detailed insights with our article on offline events.
Journalists and special agencies can inform the general public about news and special offers of your company. While journalists and agencies deal with publicity, businesses work hard on organizing activities that build and facilitate public relations with authorized publishing agencies, for instance.
Would you like to find out more? Discover tips and hacks with our post on the topic of publicity.
Sales are a form of exchange of goods and service for a monetary value. In the process, a business transaction is commonly concluded by seller and not by buyer.
Interested to read more? You can find further information on the topic in our article on sales.
Search Engine Advertising
Search engine advertising is a method of placing online advertisements on web pages that show results from search engine queries. Such search engine advertising services are used to place ads on websites enhanced by other published content.
Would you like to find out more? Get detailed insights with our article on search engine advertising.
Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website by making it easy for a search engine to locate your website by increasing organic search results.
Would you like to find out more? Find detailed information within our post on search engine optimization.
Social and Display Advertising
Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. These can be advertising articles in social networks. Display advertising is actually banners on websites that can have various formats, such as images, Gifs and videos.
Interested to read more? You can find further information on the topic in our article about social and display advertising.
Here we speak about large-scale annual or biannual trade fairs organized by trade associations. Most fairs’ aim is to facilitate networking between manufacturers and the insiders of the distribution channels (wholesalers, retailers and resellers), there are also some fairs that are intended for end consumers.
Do you want to know more? In this article trade shows and trade fairs you can find further information on the topic.
Unconventional PR is a set of extraordinary actions with the purpose of generating media coverage and more publicity: publicity stunts, viral videos, and customer appreciation. When a product is launched and there is a loud extravagant show around it, the chances are crowds of journalists are already at the doorstep in order to make a big story for the new product or service.
Would you like to find out more? Get detailed insights with our article on unconventional public relations.
It can be any business strategy technique that induces websites or users to pass on a marketing message to other sites or users, creating potentially exponential growth in the visibility of this message and, thus, enhances its effect. It can be done online or via word of mouth.
Would you like to find out more? Discover tips and tricks within our post on viral marketing.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.
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