Sublime

“At Marketo, not only did we have SEO [Search Engine Optimization] in place even before product development, we also had a blog. We talked about the problems we aimed to solve… Instead of beta testing a product, we beta tested an idea and integrated the feedback we received from our readers early on in our product development process.

The second type of Unconventional PR is customer appreciation: small, scalable actions (like sending cookies or hand-written notes to customers) that increase goodwill and word of mouth.

Computer

I made two large traction mistakes here. First, I failed to have a concrete traction goal. In retrospect, to move the needle for my traction goals at the time, I needed more like five thousand new visitors a day, not fifty. Search engine optimization was not going to get me there. Second, I was biased by my previous experience. Just because my last

social ad platform Adaptly,

it’s hard to predict the traction channel that will work best. You can make educated guesses, but until you start running tests, it’s difficult to tell which channel is the best one for you right now.

Traction is basically quantitative evidence of customer demand.