Bullseye framework: the method for defining the focus of your strategy
Posted: Tue Dec 24, 2024 8:47 am
What if I told you that there is a simple, direct and practical way , capable of showing you exactly Where and How to act to generate more leads and sales?
In this sea of information that is the internet, it is very difficult to find an objective and effective guide that shows you how to define the FOCUS of your strategy. Therefore, we will talk about the Bullseye Framework.
Through this methodology, you will learn about all 19 traction channels and, throughout the article, you will be able to define your strategy, knowing how and when to use it.
This article will use some nomenclature and references from the Growth Hacking area .
If you are not familiar with the subject, or if you already know job seekers database want to learn more, watch the FREE video lesson we made and come back here, okay? I'll wait for you.
So, what is Bullseye Framework?
Bullseye Framework is a methodology that will analyze 19 customer acquisition channels and show your company the three best ones to invest in.
The term “bullseye” in English has the same meaning as “on the fly” in our Portuguese. Take a look at the photo and you will understand better:
As we can see, the bullseye is divided into 3 circles, from largest to smallest.
The first one has the function of showing all possible channels to your customer.
The second one only shows the interesting channels.
The third one is the one with the most potential.
Different phases x different strategies
At different stages of the product, moving the needle means different things.
In phase I , you get your first customers.
In phase II , it's getting enough customers where you're knocking on the door of sustainability.
In Phase III , your focus is on increasing your revenue, scaling your marketing channels, and creating a truly sustainable business.
Some traction channels will move the needle early on, but will not work later. Others are difficult to get working in phase I, but are the main sources of traction in later phases.
On the other hand, some channels will be great in Phase I but useless in Phases II and III because they simply don't have the volume needed to move the needle.
When you’re just starting out, small things can move the needle in terms of traction. A single tweet from a respected individual or a speech to a few hundred people at a meetup can result in a significant increase in user numbers.
Read also: How to Avoid the Most Common Mistakes in Email Marketing Campaigns
As your company grows, smaller things like this will be harder to notice. If you have 10,000 visitors to your website every day, it’ll be hard to appreciate a tweet or blog post that sends 200 visitors your way. As your startup sees more traction, the things that worked in the beginning may not scale well (or be worth scaling). What moves the needle changes dramatically.
Moving the needle in the later stages requires increasingly larger numbers. If you want to add 100,000 new customers, with conversion rates between 1–5%, you’re looking to reach 2–10 million people – those are huge numbers! That’s why traction channels like community building and viral marketing can be so powerful: they scale with the size of your user base and potential market.
In other words, the way you get traction will change. Once your growth curve flattens, what worked before usually won’t get you to the next level. On the other hand, it may be worth reconsidering traction channels that once seemed like long shots during your next growth phase.
But how do you figure out which channels will drive your next phase of growth? How do you figure out your customer acquisition channel?
19 Channels I Can Use in Bullseye Framework
I will list all the channels below and explain a little about each one, check it out:
Community: Identify groups of people who relate to your business. This is extremely effective. Both Wikipedia and Yelp are made up of people with common interests.
Engagement Talks: In addition to trade shows and events, you can also give talks in your field of expertise. If you specialize in a particular subject, you may even be invited to speak at various events, in classrooms, and so on.
Offline Events: Creation of lectures, fairs, conferences…
Trade shows: Events that focus on launching or promoting a product, as well as expanding your networking.
Existing Platforms: Become present on other platforms, be it Facebook or YouTube. Ex: Share your Spotify music on Facebook.
Affiliate programs: They benefit your customers by promoting your product. A great example of this is UBER. They give you a ride if someone uses your code.
Sales : The process of directly reaching out to your potential customers. Generating leads and activating and retaining them.
Business development: Establish partnerships with other companies to promote both.
Targeting Blogs : Website to promote your product and also convert potential leads.
Engineering as Marketing: Marketing focused on user experience through software that improves and optimizes your service. Ex: StayApp
Email Marketing: Send proposals and content to your audience in order to attract leads.
Content Marketing: Create content that interests users. Content attracts people to your website and, as a result, they can become your customers.
SEO (Search Engine Optimization) : Keywords that help you rank in search engines.
Offline advertising: Although the digital environment is booming, offline advertising is still going strong. Billboards, banners, spots, commercials, etc.
Social media and display ads: Invest in advertising on social media as well as virtual banners.
SEM (Search Engine Marketing): Buying ads within search engines. Ex: Google Ads
Unconventional Public Relations: Unconventional is anything you could do that would generate great publicity results without putting in the effort to spread it.
Public relations: Invest in actions, releases or content that can gain prominence on radio, TV, magazines.
Viral marketing: Content that users will easily share. The users are the advertisers themselves.
In this sea of information that is the internet, it is very difficult to find an objective and effective guide that shows you how to define the FOCUS of your strategy. Therefore, we will talk about the Bullseye Framework.
Through this methodology, you will learn about all 19 traction channels and, throughout the article, you will be able to define your strategy, knowing how and when to use it.
This article will use some nomenclature and references from the Growth Hacking area .
If you are not familiar with the subject, or if you already know job seekers database want to learn more, watch the FREE video lesson we made and come back here, okay? I'll wait for you.
So, what is Bullseye Framework?
Bullseye Framework is a methodology that will analyze 19 customer acquisition channels and show your company the three best ones to invest in.
The term “bullseye” in English has the same meaning as “on the fly” in our Portuguese. Take a look at the photo and you will understand better:
As we can see, the bullseye is divided into 3 circles, from largest to smallest.
The first one has the function of showing all possible channels to your customer.
The second one only shows the interesting channels.
The third one is the one with the most potential.
Different phases x different strategies
At different stages of the product, moving the needle means different things.
In phase I , you get your first customers.
In phase II , it's getting enough customers where you're knocking on the door of sustainability.
In Phase III , your focus is on increasing your revenue, scaling your marketing channels, and creating a truly sustainable business.
Some traction channels will move the needle early on, but will not work later. Others are difficult to get working in phase I, but are the main sources of traction in later phases.
On the other hand, some channels will be great in Phase I but useless in Phases II and III because they simply don't have the volume needed to move the needle.
When you’re just starting out, small things can move the needle in terms of traction. A single tweet from a respected individual or a speech to a few hundred people at a meetup can result in a significant increase in user numbers.
Read also: How to Avoid the Most Common Mistakes in Email Marketing Campaigns
As your company grows, smaller things like this will be harder to notice. If you have 10,000 visitors to your website every day, it’ll be hard to appreciate a tweet or blog post that sends 200 visitors your way. As your startup sees more traction, the things that worked in the beginning may not scale well (or be worth scaling). What moves the needle changes dramatically.
Moving the needle in the later stages requires increasingly larger numbers. If you want to add 100,000 new customers, with conversion rates between 1–5%, you’re looking to reach 2–10 million people – those are huge numbers! That’s why traction channels like community building and viral marketing can be so powerful: they scale with the size of your user base and potential market.
In other words, the way you get traction will change. Once your growth curve flattens, what worked before usually won’t get you to the next level. On the other hand, it may be worth reconsidering traction channels that once seemed like long shots during your next growth phase.
But how do you figure out which channels will drive your next phase of growth? How do you figure out your customer acquisition channel?
19 Channels I Can Use in Bullseye Framework
I will list all the channels below and explain a little about each one, check it out:
Community: Identify groups of people who relate to your business. This is extremely effective. Both Wikipedia and Yelp are made up of people with common interests.
Engagement Talks: In addition to trade shows and events, you can also give talks in your field of expertise. If you specialize in a particular subject, you may even be invited to speak at various events, in classrooms, and so on.
Offline Events: Creation of lectures, fairs, conferences…
Trade shows: Events that focus on launching or promoting a product, as well as expanding your networking.
Existing Platforms: Become present on other platforms, be it Facebook or YouTube. Ex: Share your Spotify music on Facebook.
Affiliate programs: They benefit your customers by promoting your product. A great example of this is UBER. They give you a ride if someone uses your code.
Sales : The process of directly reaching out to your potential customers. Generating leads and activating and retaining them.
Business development: Establish partnerships with other companies to promote both.
Targeting Blogs : Website to promote your product and also convert potential leads.
Engineering as Marketing: Marketing focused on user experience through software that improves and optimizes your service. Ex: StayApp
Email Marketing: Send proposals and content to your audience in order to attract leads.
Content Marketing: Create content that interests users. Content attracts people to your website and, as a result, they can become your customers.
SEO (Search Engine Optimization) : Keywords that help you rank in search engines.
Offline advertising: Although the digital environment is booming, offline advertising is still going strong. Billboards, banners, spots, commercials, etc.
Social media and display ads: Invest in advertising on social media as well as virtual banners.
SEM (Search Engine Marketing): Buying ads within search engines. Ex: Google Ads
Unconventional Public Relations: Unconventional is anything you could do that would generate great publicity results without putting in the effort to spread it.
Public relations: Invest in actions, releases or content that can gain prominence on radio, TV, magazines.
Viral marketing: Content that users will easily share. The users are the advertisers themselves.