Traction Program

Welcome to the Traction Program!

How to work through the program

Overview

How Startups Gain Traction

Traction Principles

Glossary: Learn Marketing Terms

Feedback: Traction Principles

Overview

Introduction

Jobs-To-Be-Done (JTBD) Framework

How to Determine Your Product's Job

Project: Customer Personas

Feedback: Market and Customer Research

Discussion: Market and Customer Research

Introduction

How to Actually Do Competitor Research

Cheat Sheet

Introduction: Value Props

Project: Value Props

Template: Value Props

Discussion: Value Props

Introduction

Understanding Your Startup's Stage of Growth

Project: Create Your Acquisition Strategy

Project: Define Your Goals and Constraints

Project: Select Your Traction Channels

Project: Create Your Schedule

Discussion: Acquisition Strategy

Feedback: Acquisition Strategy

Survey: Tell Us About Your Company

Glossary: Learn Marketing Terms

Spreadsheet: Traction Channels

Overview

Introduction: Onboarding Flow

High-Touch User Onboarding

Education, Information, & Service Business Onboarding

Ecommerce Onboarding

Project: Overhaul Your Onboarding Flow

Feedback: Onboarding Flow

Discussion: Onboarding Flow

Example: Onboarding Flows

Example: Completed Onboarding Project

Template: Onboarding Deliverable

Introduction: Landing Page Copy

Writing the Header of Your Hero Section

Writing the Subheader of Your Hero Section

Features and Objections Sections

Writing the CTAs and Social Proof

Ecommerce Landing Pages

Project: Write Your Landing Page

Feedback: Landing Pages

Discussion: Landing Pages

Template: Landing Page

Checklist: Landing Page Header

Introduction: Conversion Tracking

Conversion Tracking Tools

Overview of Projects

Project: Conversion Events

Project: Configure GA and Ad Channels

Mobile Apps

Project: Mobile App

Project: Shopify

Project: Delegate to engineering

Project: Install Hotjar

Project: Verify pixels

Bonus Project: Analytics Events

Feedback: Conversion Tracking

Discussion: Conversion Tracking

FAQ: Google Analytics 4

Questions to Ask When Verifying Ad Channel Setup

FAQ: Mobile App Tracking

Example: Conversion Event Mappings

Example: Analytics Events

Template: Conversion Event Mappings

Template: UTM Tracking

Template: AppsFlyer Code

FAQ: Conversion Tracking

External Resources

Installation – Manual, GTM, or Segment

Google Tag Manager (GTM)

Video: GTM Tracking

Project: GTM

Template: GTM Engineering Tracking Doc

Segment

Project: Segment

Configuring Destinations on Segment

Feedback: Conversion Tracking (Advanced)

Introduction: Landing Page Design

Good Landing Page Design

Building Your Landing Page

Project: Landing Page Design

Feedback: Landing Page Design & Development

Discussion: Landing Pages

How to Find Good Designers and Developers Without Breaking the Bank

Sites with Free Stock Images

How to Find Good Designers (More Ideas)

Introduction: Ad Copy

How to Write Compelling Ad Copy

Project: Social Ad Copy

Feedback: Ad Copy

Discussion: Ad Copy

Checklist: Ad Copy

Template: Ad Copy

Template: Ad Copy Spreadsheet

Template: Grouped Ad Copy

Example: Ad Copy

Introduction: Ad Creatives

Complement Your Copy with the Ideal Creative

Ad Design Guidelines

Screen Recording Ads

Project: Make Ad Creatives

Bonus Project: Animoto Ads

Feedback: Ad Creatives

Discussion: Ad Creatives

Template: Ad Creatives

Example: Animoto Script

Cheat Sheet: Sketch

Cheat Sheet: Screenflow

External Resources

Overview

Introduction: Google Ads

Introduction: Search Ads

Project: Search Ads

Keywords

Project: Keywords

Quality Score, Bids, and Bid Strategies

Search Ads Copy

Project: Ad Extensions

Project: UTM Tags

Project: Search Ads Copy

Google Ads Targeting and Structuring

Project: Targeting and Structuring

Google Ads Audiences

Project: Audiences

Project: Prepare to Optimize Google Ads

Project: Optimize Google Ads

Feedback: Google Ads

Discussion: Google Ads

Project: Keyword Research

Search Ads URL Encoding

Search Ads Advanced Campaign Structure Examples

FAQ: Search Ads

Introduction: Facebook and Instagram Ads

Facebook and Instagram Ad Types

How Facebook Identifies Who to Show your Ads to

Prospecting Campaigns

Retargeting Campaigns

How to Create Quality Ads for Facebook and Instagram

Project: Facebook Ads Account Setup

Budget Optimization

Project: Generating Audiences and Ad Sets

Project: Set up Facebook and Instagram Ads

How to Measure and Test Ad Performance

Facebook Ad Optimization

Feedback: Facebook & Instagram Ads

Discussion: Facebook and Instagram Ads

Example Ad Set Targeting

Example: Ad Log

Locations, Ages, Genders, and Language Targeting

Calculating Total Reach when Custom Audiences are Excluded

Saving Audiences

Apple Search Ads and App Store Optimization

Account Structure and Optimization

Project: Apple Search Ads

Feedback: Apple Search Ads and App Store Optimization

Discussion: App Store Optimization

Introduction: Influencer Marketing

Context on Influencer Marketing

Starting with Influencer Marketing

Influencer Marketing on YouTube and TikTok

Other Ways to Incentivize Influencers

Tracking results

What a Job Well Done Looks Like

Cheatsheet: Influencer Marketing

Feedback: Influencer Marketing

Discussion: Influencer Marketing

Introduction to Organic Instagram

Getting Started with Organic Instagram

The Optimal Posting Strategy (Step 1 of 6)

The Optimal Posting Strategy (Steps 2 - 6)

Cheatsheet: Organic Instagram

Introduction to Organic LinkedIn

Case Study

Create a Steady Flow of Leads

Post Content That People Engage With

Getting Email Addresses

Optimizing Your Profile for Follows

Introduction to Product Hunt

How Product Hunt Actually Works

How to launch on Product Hunt

Introduction: Cold Outreach

How to Find the Right People

How to Find Email Addresses

How to Write Emails That Convert

Examples of Great Cold Emails

Sending Cold Emails

Measure and Optimize Results

Pre-targeting

Project: Cold Outreach

Feedback: Cold Outreach

Discussion: Cold Outreach

Example: Outbound Strategy Document

Templates: Cold Email Copy

Checklist: Cold Email Review

Example: Cold Email Outreach Spreadsheet

List of Filler Emails

External Resources

Introduction

Project: Tapping Existing Audiences

Feedback: Tapping Existing Audiences

Discussion: Tapping Existing Audiences

Templates: Initial Email

Template: VA Email

Template: Tapping Existing Audiences Spreadsheet

Overview

Project: How to Read Ad Results and Optimize Ads

Feedback: Ad Optimization

Discussion: Ad Optimization

Introduction: CRO

Conversion Fixes

How To Read Google Analytics

Project: CRO

Feedback: Conversion Rate Optimization

Discussion: Conversion Rate Optimization

Template: Funnel Data

Template: CRO Suggestions

Project: Screen Recording

Introduction: Heatmap Analysis

Types of Heatmaps

Project: Heatmap Analysis

Feedback: Screen Recordings & Heatmaps

Discussion: Screen Recordings

Keep Growing With Demand Curve

Feedback: Post-Course

Resources: Deals