Traction

“Traction is basically quantitative evidence of customer demand.”  Traction is a sign that your company is taking off.

I define traction as proof that your marketing efforts are paying off. Stagnation will bury a small company. Unless you can show measurable, positive results from your marketing, your business may be in a marketing stagnation downturn.  Months of marketing effort, a lot of hard work, and using several marketing venues without any results, does not equate to traction. Busy work does not mean you are gaining traction.

The marketing process is one of continuous testing. If you are using social media as a marketing venue, a large number of “hits” on your site does not mean anything unless a percentage of those hits turn into customers.

Traction has to have a goal; it could be in the form of new customers or an increased bottom line. It has to be tied to a timeline.