19 Traction Channels in Bull’s Eye Framework for Marketers

Let’s be honest: growing a business can feel like throwing darts in the dark.

Most of the time, you’re just throwing ideas around and hoping something sticks.

That’s where the Bullseye Framework swoops in to save the day. This framework was coined by Gabriel Weinberg and Justin Mares in their book Traction. It makes sure your marketing isn’t just a guessing game.

It’s all about focusing your energy on the one channel that drives the most traction for your business—the proverbial bullseye.

What are traction channels?

Traction channels are the platforms, methods, or strategies businesses use to reach and engage their target audience. These channels help you grow your customer base and achieve sustainable business success.

Here’s why they matter:

• These channels target the right audience. Focus on where your customers spend time.
• This helps in avoiding random marketing by channeling your efforts into proven methods.
• You can spend resources on what actually works to generate leads and revenue.
• Staying competitive is what these channels have to offer.

The Bull’s eye framework revolves around 19 traction channels where your customers hang out. These channels aren’t random but proven paths to help you grow.

Also Read: Traction vs. Growth – What’s the Difference?

We’ll break them all down, explain why they matter, and share practical tips to master each. By the end, you’ll know exactly where to throw your darts

1. Viral Marketing

It is a strategy where a marketing message spreads rapidly and widely. It is often through social sharing, as people share the content with their networks.

Think of videos like Dollar Shave Club’s launch or any TikTok challenge that takes over your feed. It spreads organically and quickly.

People naturally share things that:

• Make them laugh.
• Teach them something new.
• Trigger a strong emotional response.

It is all about creating so engaging that people can’t help but share it.

You can;

1. Deliver exceptional customer experiences that people want to talk about.
2. Design products or services that naturally encourage sharing. Embed social sharing features directly into your product.
3. Partner with trusted influencers that can supercharge your visibility.
4. Offer referral discounts, exclusive perks, or even gamified challenges just like Airbnb’s referral program.
5. Stay on top of trending memes, hashtags, or movements.

Authenticity is everything. Make sure your content resonates with your audience and fits naturally into their lives.

2. Public Relations (PR)

Public Relations (PR) refers to the practice of managing how a company or individual is perceived by the public through media coverage.

It’s not just about what you say but who says it about you.

Getting featured by reputable media outlets, bloggers, or influencers adds instant trust to your brand.

Why? Because people believe third-party endorsements more than self-promotion.

4 tactics to nail PR are;

1. Pitch stories that matter. Journalists love compelling stories. Share unique angles about your brand, like innovative products, community impact, or overcoming challenges
2. Use Press Releases Strategically. Announce major milestones—like new launches, partnerships, or awards. Keep press releases concise, newsworthy, and tailored to your audience.
3. Provide expert quotes or insights to journalists looking for contributors. It’s a fast-track way to get featured in articles.

3. Unconventional PR

Unconventional PR is the use of effective, out-of-the-box strategies to generate attention for a brand. These methods are surprising and unexpected that grab media attention in unconventional ways.

This is PR with a twist.

People forget the ordinary, but they never forget the bold.

Unconventional PR is about doing something so bold, unexpected, or creative that people can’t help but take notice—and talk about it. Just like Red Bull’s Space Jump.

Tactics:

• Pull off a creative stunt
• Surprise your audience with unexpected giveaways or gestures.
• Use guerrilla marketing tactics like flash mobs or street art.

Pro Tip: Creativity is great, but alignment matters. Your unconventional efforts should tie directly to your brand’s values and audience. Going bold is risky, but when it lands, it lands big.

4. Search Engine Marketing (SEM)

Search Engine Marketing (SEM) involves paying for advertisements to appear on search engine results pages (like Google) to get more people visit your website through paid search ads.

When users search for something on Google, they are actively looking for a solution. This gives you the opportunity to target people who are already interested in what you offer, leading to higher chances of conversion.

You need to focus on keywords that directly relate to your product or service. For example, if you sell eco-friendly backpacks, target keywords like “best eco-friendly backpacks” to capture users who are already interested in your offer.

Tip: Track key metrics like CTR and Quality Score to optimize your ad campaigns and maximize return on investment (ROI).

Also Read: Click Through Rate vs. Conversion Rate: The difference?

5. Social and Display Ads

Social and display ads are online advertisements shown on social media platforms (like Facebook). These ads are designed to capture attention and drive traffic or conversions for a business or a product.

These ads allow you to reach the right audience at the right time.

For example, when you visit YouTube, you see ads before videos. Similarly, websites and apps display targeted ads to grab attention.

3 tips for effective social and display ads are;

1. Use the targeting features of platforms like Facebook Ads or Google Display Network to hone in on your ideal audience.
2. Create Eye-Catching Visuals. People scroll fast, so your ads need to grab attention immediately. Use vibrant images, short videos, and clear messaging to make your ads stand out in a crowded feed.
3. Experiment with Ad Formats like carousel ads, video ads, and stories to see what resonates most with your audience. Keep your content fresh and engaging by mixing it up.

Monitor performance metrics like CPC (Cost Per Click) and ROAS (Return on Ad Spend) to ensure you’re getting the most out of your budget.

6. Content Marketing

Content marketing is the creation and sharing of valuable, relevant content (such as articles, blogs, videos, and infographics) aimed at attracting and engaging a specific target audience to ultimately drive sales or brand awareness.

Take HubSpot’s blog, for example. It’s packed with useful marketing tips and attracts thousands of readers, establishing the brand as a thought leader in the industry.

Content marketing isn’t a quick fix, but over time, it builds trust and drives traffic.

You can;

• Write in-depth blog posts (like this one!).
• Create how-to videos or guides.
• Develop lead magnets like eBooks or webinars.

Pro Tip: Focus on SEO to ensure your content gets discovered organically.

7. Email Marketing

Email marketing is a digital marketing strategy where businesses send promotional or informational messages via email to a list of subscribers with the aim of building relationships.

This traction channel remains a powerful and cost-effective tool.

It gives you a direct line to your audience through their inbox, making it one of the most personal forms of communication

Brands like Amazon use email marketing to recommend products based on your browsing habits, creating a tailored experience that feels personal and relevant.

Send drip campaigns. Drip campaigns nurture your leads over time by sending a series of pre-written emails. These emails build trust and guide leads through the sales funnel.

Pro Tip: Subject lines are crucial! If they don’t grab attention, your email won’t get opened, and you won’t see results. Keep it intriguing and to the point.

8. Engineering as Marketing

Engineering for marketing involves creating free tools or apps to attract potential customers and collect leads.

It’s like giving away something useful in exchange for valuable contact information.

These tools solve real problems, making people more likely to convert into paying customers later.

For example, HubSpot’s Website Grader allows users to input their website URL for an instant performance evaluation—then it asks for an email to send the results. They capture valuable leads in the process.

9 free tools that you can build;

1. Conversion calculator
2. Marketing plan templates
3. CRM tools
4. Website analysis tools
5. Industry comparison
6. Performance benchmarking against competitors
7. SEO audit tools
8. Customizable performance tracking dashboards
9. Market research survey generators

Pro Tip: Keep the tool easy to use and accessible. If it’s too complex or requires too much effort, it’ll scare users away. Make sure it’s something your target audience truly needs and benefits from.

9. Targeting Blogs

It is about partnering with blogs your audience reads to promote your product through guest posts or ads.

Partnering with niche blogs in your industry is a powerful way to tap into a highly engaged, loyal audience that trusts the blog’s content.

This strategy builds credibility and drives targeted traffic to your website.

Niche blogs often have dedicated readers who trust the blogger’s recommendations. Getting featured on these platforms allows you to reach potential customers in an authentic and organic way.

All you need to do is;

1. Reach out to blog owners and pitch valuable, informative content that aligns with their audience. Think of it as offering your expertise in exchange for exposure.
2. Partner with bloggers to have them review your product or host giveaways. Their audience will engage with your brand through these interactive opportunities.
3. If you have the budget, sponsor posts or place ads on high-traffic blogs that your target audience reads. This is a direct way to ensure you get in front of the right people.

Pro Tip: Before partnering with a blog, double-check that their audience aligns with your target demographic. No matter how big their audience is, it’s crucial that your message resonates with the people reading it.

10. Business Development (BD)

Business development (BD) is all about forming strategic partnerships that drive growth for both parties involved. It’s about working with the right partners to tap into new audiences, gain credibility, and expand your reach.

In simple terms, it is about building partnerships with other companies to help your business grow.

Partnering with established brands or companies gives you access to their loyal audience, providing instant trust and exposure.

You can;

• Partner with companies offering complementary products or services. Bundle them together for a package deal that appeals to both customer bases.
• Moreover, agree on mutual promotions where both brands share each others’ audience through email campaigns.

Always aim for a win-win partnership. Ensure both brands benefit equally and that the collaboration aligns with your values and goals.

11. Sales

Sales refers to the direct process of selling products or services to customers, often through personal interactions such as calls, emails, meetings, or presentations, with the goal of closing deals and generating revenue.

Sales thrive on trust, and personal outreach allows you to build that trust quickly.

You can address objections in real time and customize your approach, which increases the chances of converting leads into customers.

Main tactics for effective sales are;

1. Outbound Tactics: Cold emailing or calling prospects helps you target specific leads. Personalize your outreach to make it more impactful and relevant.
2. Demos or Free Trials: Show prospects the value of your product by offering a hands-on demo or trial. This gives them a taste of what they’ll get and can help push them toward a decision.
3. CRM Tools:Use customer relationship management (CRM) tools to keep track of leads, monitor interactions, and manage follow-ups efficiently.

Generic sales talk won’t cut it—focus on how your product can solve their exact problems.

For Example, Let’s say you’re selling a project management tool. Instead of sending a one-size-fits-all email, target a prospect who struggles with team collaboration. In your pitch, emphasize how your tool will streamline communication and boost productivity for their team.

12. Affiliate Programs

Affiliate programs are partnerships where businesses allow individuals or other companies to promote their products and earn a commission on sales or leads generated through their referral efforts.

Affiliates act as an extension of your sales team, incentivizing others to market your product.

This creates a low-risk, high-reward strategy where you only pay when sales happen, making it cost-effective.

For example, there’s an affiliate program by Shopify.

3-step clear and simple process to make it happen is;

1. Recruit Affiliates from Your Niche: Find affiliates who have an audience that aligns with your product. A well-targeted affiliate can drive highly relevant traffic to your site.
2. Offer Competitive Commission Rates: Give affiliates a reason to promote your product by offering a fair commission. The better the deal, the more motivated affiliates will be.
3. Provide Marketing Materials: Make it easy for affiliates to market your product by giving them banners, templates, or other promotional materials. The more seamless the process, the better the results.

Pro Tip: Focus on quality over quantity. It’s better to have a few highly engaged affiliates than hundreds of less committed ones.

13. Existing Platforms

Existing platforms refer to using established online platforms like Amazon, Shopify, or app stores to sell products, as these platforms already have a large user base and provide a convenient place for potential customers to discover your offerings.

The beauty of these platforms is the audience they bring.

People are already searching for products similar to yours, so by getting listed on these platforms, you instantly tap into a pool of potential customers.

Main things to do is;

1. Take advantage of paid promotions or ads on the platform to boost visibility. Platforms like Amazon allow you to run ads that appear directly in front of shoppers.
2. Positive reviews build credibility. Encourage satisfied customers to leave reviews and use these testimonials to persuade new buyers.

Pro Tip: Platform algorithms determine how visible your product is. Regularly optimize your listings to stay ahead—this means tweaking your content and offers based on performance.

14. Trade Shows

Trade shows are events where businesses display their products or services in person to connect with potential customers or partners.

Meeting face-to-face creates trust and makes your product more memorable.

People are more likely to remember and engage with a product they’ve seen up close, touched, or tested.

To make it effective, you should;

• Set up an eye-catching booth with interactive demos.
• Network with attendees to build relationships.
• Follow up with leads immediately after the event.

Pro Tip: Focus on quality over quantity—meaningful conversations matter more than handing out hundreds of flyers.

15. Offline Events

Offline events are in-person events like workshops or seminars where you meet and engage with people face-to-face.

They also allow you to showcase your expertise in a more personal and interactive way.

You can;

• Host educational workshops. Share your knowledge with your audience through workshops that relate directly to your product or service. It’s a great way to demonstrate your expertise and help attendees solve real-world problems.
• If hosting your own event isn’t feasible, sponsoring events within your industry can help raise your profile and connect you with potential clients or partners

Pro Tip: Events are goldmines for lead generation. Use sign-up sheets, digital forms, or interactive activities to gather information from attendees who are interested in your offerings

16. Speaking Engagements

Speaking engagements involve presenting at conferences or events to share knowledge, insights, or expertise in a specific field.

When you speak at events, you’re seen as an expert.

Audiences tend to trust those who are invited to speak, making this a prime opportunity to establish credibility and expand your influence.

What you can do is;

1. Provide valuable and practical takeaways for your audience. This ensures they not only remember you but also view you as an expert worth following.
2. Add your product or service into your presentation as a solution to the problems you discuss. It’s not about selling outright; it’s about showcasing how your expertise ties into your offerings.
3. After the session, engage with attendees. Whether it’s answering questions or discussing your talk further, this is your chance to build relationships and increase your visibility

Pro Tip: Don’t just talk—engage! Make your session interactive. A conversation-style presentation can turn passive listeners into active participants, enhancing both your credibility and audience connection.

17. Community Building

Community building is the process of creating a space of people who share common interests or goals related to your brand.

When you build a loyal community, your audience becomes your strongest advocates. They amplify your message and provide valuable feedback.

You can start a facebook Group or Slack channel for your audience. This becomes a hub for members to interact, ask questions, and support one another. Host Q&As or run polls to maintain active conversations.

Pro Tip: Treat your community like a movement. People love being part of something bigger than themselves—make them feel like they’re contributing to a cause.

18. SEO (Search Engine Optimization)

Search Engine Optimization (SEO) is the practice of optimizing your website and content to rank higher in search engine result pages. This makes it easier for people to find business ot website organically through relevant searches.

The higher you rank, the more visibility you get—simple as that. Plus, organic traffic is free, sustainable, and keeps bringing in visitors for the long haul.

SEO Tactics you can’t ignore are;

1. Target Long-Tail Keywords: These are specific phrases people search for. By targeting them, you get in front of a more targeted audience that’s more likely to convert.
2. Create High-Quality, Keyword-Optimized Content: Content is king. By blending in your keywords naturally, you make it easier for search engines (and people) to find your valuable info.
3. Build Backlinks: Backlinks from credible sites boost your authority and improve your chances of ranking higher.

You need to know that SEO isn’t a one-off thing. It’s a long game you have to play. Consistency is key, and over time, your efforts will start to compound.

19. Content Platforms

Content platforms are online platforms like YouTube, medium, LinkedIn, or Instagram, where businesses or individuals can publish their content to engage with a wider audience.

These platforms already have millions of engaged users actively looking for valuable content. So why not meet them where they are? Instead of waiting for people to find your content, use these platforms to reach more people faster.

A few things you can do are;

1. Publish Thought-Leadership Articles on Medium
2. Create How-To Videos on YouTube
3. Share Case Studies or Tips on LinkedIn

Tip: What works on YouTube might not perform well on LinkedIn, and vice versa. Understand your audience’s preferences and give them what they want.

If you’re interested in exploring all the examples, read 19 Real-World Bull’s Eye Framework Examples [+ What To Do].

Final Thoughts

Markeitng is about precision, strategy, and consistent effort.

The Bullseye Framework equips you with the clarity to focus on the traction channels that will truly move the needle for your business.

You’ve now explored 19 powerful channels, each with actionable tips to help you attract, engage, and convert your audience. The next step?

Lastly, don’t forget the importance of iteration. Marketing is dynamic; what works today might shift tomorrow. Stay curious, stay adaptable, and keep your eyes on the bullseye.

Remember, this isn’t about doing everything but doing the right things well.