Growth hacking is a thing (1)
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Growth hacking involves constant testing, optimization, and experimentation across multiple online channels and properties to drive growth. It is an iterative process that begins with setting up analytics to establish baselines and monitor key performance indicators. Growth hackers then explore different user acquisition strategies, focusing on conversion rate optimization techniques like A/B testing. The goal is to efficiently move users through the funnel and identify the combinations of ideas, content, and campaigns that are most effective at acquiring and retaining users over the long run. It requires ongoing testing and assessment to refine strategies and ensure growth efforts remain aligned with business goals.
Growth hacking is a thing (1)
- 1. Growth hacking is a thing Chris Dover
- 2. plagiarized from all over the intrawebz Credits to the growth hacking community of amazingly helpful and intelligent people
- 3. Is there a difference between growth hacking and straightforward marketing? ...a growth hacker is not a replacement for a marketer. A growth hacker is not better than marketer. A growth hacker is just different than a marketer.” A growth hacker is a person whose true north is GROWTH
- 4. Common Title in Tech Companies Director of Growth VP Growth Strategy Growth Marketing Head of Growth Growth Strategist Chief Growth Officer VP Digital Marketing Marketing 2.5/3.0 Growth Hacker (it's just the latest name for it)
- 5. Keyboard warrior Growth Hacker is not your traditional marketing team
- 7. Examples of Growth Hacking The guys from Hotmail, in 1996, bought billboards and magazine ads…to no result
- 8. Tim Draper suggested that they add to the bottom of every email sent from Hotmail: P.S. Get your free email at Hotmail.com Within 6 months of starting this, they had over 2 Million users. A founder sent an email to India, and within 3 weeks they had 300,000 new users in India
- 9. Dropbox allows you to get free space by referring friends, connecting to facebok, twitter or integrating. Almost 18 Gigs for free
- 10. Other examples LinkedIn - 2 Million to 200 Million users by allowing a public profile to be searchable in Google In 2002 a can of Red Bull placed in the hands of Britney Spears before the paparazzi followed her around LA. They took photos, those photos got published and boom, sales went up 200% the next month.
- 11. Those are all famous examples, but they don't represent the hard work behind the scenes, the constant testing, analytics, wins, fails and additional efforts needed to even recognize the "big win" as it was happening
- 12. Growth only works if LVC > CAC (lifetime value of a client >Client acquisition cost) A client is more valuable than what we pay to acquire them
- 13. Be where users are and be relevant to get users
- 14. User Acquisition is not only SEO While "old-school" and automated SEO is the most easy and cheap approach initially, it's dangerous and should not be used unless we plan to get penalized by Google and wipe out our budget before we begin.
- 15. Blocking and Tackling Before spending a single $ on advertising (TV Commercials, ppc, twitter, facebook, google, etc…) let's get the foundation in place and set up a way to monitor and analyze the effects and source of any action.
- 16. The tools of the trade
- 17. Step 1 - baseline Setup Monitoring/Analytics ● Google Analytics and Kissmetrics (for example) ● Monitor Main KPI's - Company wide ○ Visits, Downloads, Views, Return Visits, Shares ● Growth Team KPI's (constantly changing) ○ referring URLs, super users, Social Media, time on page, bounces, track backs, conversion for CTA
- 18. Organize all touch points and monitor 24/7 LinkedIn, Twitter streams, Facebook, Instagram, Blogs, Website, Reddit, Google Ads, DeskSites, Fantasy Football forums, Podcasts, etc... ● Collect analytics on any and all touch points ● Search for new touchpoints ● The conversation is 24/7 not 9-5 m-f
- 19. Social Media is where SPORTS fans live and breath Twitter users published more than 16 million tweets, or about 389,000 tweets per minute, during the worldcup Brazil-Chile game, shattering the record set in February during the Super Bowl. Superbowl. Twitter reported that a record 24.9 million tweets about the game were sent during the telecast. That topped the 24.1 million from last year's game.
- 20. Step 2 - Funnel ● Use traditional and creative strategies for Acquisition (visits) "white hat SEO", PPC ● Use CRO (conversion rate optimization) to move visitors down the funnel ● If visitors don't convert, recycle them up the funnel and retarget them ● Push referral ● Keep funnel from too many outside hands
- 21. Step 2 - What works and doesn't Constantly test what works and what doesn't Remove what doesn't, increase what does Continue to try new things
- 23. Step 3 - Experiments A/B test Key Words, Tweets, Sharing, comments, screenshots, mentions Test, Analyze, Adjust, Test… This is where Conversion Rate Optimization (CRO) effort affects the funnel the most. Get to here quickly, and spend as much time here as possible
- 24. Get presence in order and be in the discussion Examples… Single page website for conversion - With CTA An AMAZING blog about your product Sprout Social/Swayy/Klout etc... (optimize posts) and be part of the discussion ● Twitter 15-20x daily ● Facebook ● Reddit discussions ● Always try new places
- 25. Implement 23 campaigns protocol My personal favorite Ad playbook built, used and constantly adjusted - by Juan Matetagui http://500.co/23-campaigns-gain-traction-and-unit- economics
- 26. PPC campaigns Once everything is finally in place here, always have a PPC (at whatever scale) running in the background. This is a way to constantly learn what draws the best conversion
- 27. Create a product Infographics, youtube channel, podcast, join a community discussion, create a white paper on how we do it...etc. Try something! Direct, subtle and clandestine growth techniques
- 28. Repeat Constantly repeat to step one all the way through the funnel optimization.
- 29. Setup PILLARS An awesome system to monitor all Growth efforts created by Kevin Braget P - Platform - (property, cpc channel) I - Idea - (What is it) L - labor (the work, tweets, CPC ad, video, blog post, participated in discussion etc..) L - Link (call to action) A - Target Audience (perhaps people at 2am arguing about FF trades) R - Results S - Spend (time or money spent to get the result)
- 30. Pillars example I need to find the reference from growthhackers.com the creator of this, it. is. awesome!
- 31. Summary Step 1 - Identify all properties and set up analytics, KPI's and begin monitoring. Purchase tools (Kissmetrics, Google Analytics, Sprout Social, Mention, Optimizely, Crazy Egg, Mix Panel, etc..) and in house product (PILLARS) for monitoring. *Most have 7-30 day trials Step 2 - Explore, Discover, test, analyze, optimize, repeat Step 3 - Funnel Optimization, Conversion Rate Optimization (CRO) Compare to industry standards and established baselines. (A/B Testing, CTA, SEO, Mentions, Social Media, be part of the discussion). This is where money is spent, CPC, Keyword Advertising are examples but also will give Marketing Team insight into spending
- 32. Growth is not overnight, often times it's not a single idea, a single tweet by Payton Manning or idea #7 that show's real results, but the cumulitive of thousands of ideas over time and having the analytics in place to recognize what does and doesn't work