Growth Hacking Workshop - Selfnation Case Study
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The document details a growth hacking workshop focused on Selfnation, including key insights from Luke Szkudlarek and Valerio Stallone on digital marketing strategies and the challenges faced by startups. It emphasizes the importance of data-driven planning, innovative product design, and optimizing marketing efforts across various channels to achieve growth in 2016. The workshop highlights specific marketing tips, performance insights, and recommendations for strengthening brand presence and conversion rates.
![Confidential
Growth hacking - problem definition
7
Fast Company[1]
defined the marketing problems
facing many startups as:
1. don't have budget allocated for "marketing", and
2. don't have a traditional marketing background.[1]](https://image.slidesharecdn.com/publicversionselfnation-digitalmarketingstrategypresentation-151215112129/85/Growth-Hacking-Workshop-Selfnation-Case-Study-7-320.jpg)
Growth Hacking Workshop - Selfnation Case Study
- 1. Growth Hacking Workshop - Selfnation Case Study Luke Szkudlarek, Digital Strategy Lead at what.digital Valerio Stallone, Head of Marketing at Selfnation 1st Dec 2015 Confidential
- 2. Confidential Agenda 2 - Quick intro to growth hacking - Selfnation - challenges - Selfnation marketing performance - Marketing tips - Growth hacking tips - Enhanced, hypothetical 2016 Plan
- 3. Confidential Luke Szkudlarek - what.digital 3 - 10+ years of experience in digital marketing - Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Barclays, Chopard and recently Victorinox - Experience in digital strategy, web development and digital marketing for property agents in the UK - Hands-on approach to digital - More about Luke on LinkedIn - linkd.in/LukeSzLuke Szkudlarek Digital Strategy Lead at what.digital
- 4. Confidential Valerio Stallone - Selfnation 4 - Sourced and planned the introduction over 200 products at Geschenkidee.ch - Managed over CHF 1 Mio. Facebook Ads Budget at DeinDeal (2011!) - Managed over CHF 5 Mio. AdWords budgets for different clients while working at Webrepublic - Born digital and responsible for every relevant “p” at Selfnation - More on: ch.linkedin.com/in/ValerioStalloneValerio Stallone Head of Marketing at Selfnation
- 5. Confidential The Challenge 5 - Limited resources of a startup & lean approach to marketing - Management time equally valuable as media budgets - Data-driven planning requires time and it’s dull, but can rapid growth hacking be part of the digital marketing strategy?
- 7. Confidential Growth hacking - problem definition 7 Fast Company[1] defined the marketing problems facing many startups as: 1. don't have budget allocated for "marketing", and 2. don't have a traditional marketing background.[1]
- 8. Confidential Growth hacking - what can we learn 8 1. focus on innovation, scalability, and user connectivity 2. build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself 3. relentless focus on growth as the only metric that truly matters
- 9. Confidential Growth hacking - where do you start?! 9 “Growth” is the easier half to understand: as Sean Ellis says, a “growth hacker’s true compass is north.”
- 10. Confidential My 2 cent worth 10 - Access to fundamental digital marketing knowledge - someone with deep understanding of channel - Typical problems with campaign management, agencies & marketers - Old approach, new technology - SEO Examples - Putting on a lot of hats - engineers & marketers working together
- 11. Confidential Discussion: Are you a growth hacker or marketeer? 11 - Can you influence the product design? - How quickly can you adapt and release new features? - How close is your marketing integrated in customer acquisition and onboarding? - Is your marketing budget part of product development cost?
- 12. Confidential Selfnation in 2016 12 - Technology: Develop easier ways to take measures - Continue lowering delivery times by improvements in production efficiency - Establish the brand in Switzerland: Grow our reputation by increasing brand presence in the market via new products & new marketing activities. - Define strategy for the German market: How to deal with different price sensitivity?
- 13. Confidential Selfnation - Marketing Campaigns 13 - AdWords & Facebook easy to set-up in retail. Work with somebody, who knows how to use them. Essential asset to start in B2C nowadays! - Make things you can track as long as possible. If you cannot track them, find out how to track them. - Don't underestimate the importance of native speaking people for multi-language campaigns.
- 14. Confidential 2015 Performance Insights 14 - Traffic & conversion sources well diversified, which is also a sign of solid optimisation and numerous experiments. - Conversion rates from Paid Search are likely to be overstated due to the brand searches component - isolated figures without brand keywords is essential to see the growth opportunities. - Although Social seems to be performing well, the share of conversions is low, which presents an opportunity for growth. - Buying new customers costs money - (see: Display channel measures and characteristics) - compare to Paid Search acquisition Channel % Sessions % New Sessions Bounce Rate Pages / Session Ecommerce Conversion Rate % Conversions CPA Display 22% 85% 26% 5.3 1.83% 20% high Direct 22% 80% 21% 8.3 1.94% 21% low Referral 12% 66% 23% 7.9 1.15% 7% low (Other) 12% 85% 2% 11.6 0.74% 4% medium Paid Search 11% 71% 10% 12.0 3.38% 19% medium Organic Search 11% 47% 17% 10.6 2.46% 13% low Email 6% 50% 14% 9.0 4.45% 13% medium Social 4% 78% 16% 8.9 1.84% 3% high 100% 73% 18% 8.7 2.05% 100%
- 15. Confidential Discussion: A few words about CPA 15 - Attribution - Return on Time - Recommended measures
- 16. Confidential Digital Marketing Foundations 16 - Growth hacking is an approach not strategy - Get the basics right to build a solid foundation for growth, including: - Digital analytics / tracking setup - Correct onsite SEO - Defined conversion points - “Must-have” channels included, e.g. Email Marketing & remarketing
- 17. Confidential Marketing Tip - SEO Improvements (1) 17 - Size matters - Fundamental onsite SEO
- 18. Confidential Marketing Tip - SEO Improvements (2) 18 - Product naming - Keyword strategy
- 19. Confidential Marketing Tip - Content Ideas 19 - Blog content ideas generation - Content performance - Editorial process & making content “travel” - Effort vs. Reward - ?
- 20. Confidential Marketing Tip - Scaling Social Channels 20 - New placements on Facebook - Improving performance - Various ways to access FB inventory (e.g. Criteo) - What’s the product? Consider Dynamic Product Ads
- 21. Confidential Growth Tip - Market Validation of Products 21 - Fake products - introduce products online before they are mass produced - Conducting A/B tests to measure demand - Example: Selfnation offering the measuring tape as the first touchpoint with the brand, this concept is extended by sending textile samples to target customer segments
- 22. Confidential Growth Tip - Selfnation Product Pages 22 DEMO https://www.selfnation.ch/en/men-massjeans/copenhagen-ink-black#
- 23. Confidential Growth Tip - Direct order of Tailored Products 23 - Currently unable to benefit from shopping engines - Consider each pair as a unique product - Create a product feed with EVERY product variation - Allow customers order tailored- products directly from the targeted landing page - Achieve low CPCs and capitalise long tail searches for specific sizes
- 24. Confidential 2016 Recommendations and Projections 24 No Description Estimated Impact Proposed Budget Effort 1 SEO Housekeeping must-haves (e.g. hreflang, template issues) Increase in brand searches n/a Medium 2 Substitute blog content initiatives with product optimised content based on defined keyword strategy More product related visits & conversions n/a Medium (similar to blogging) 3 Replace brand paid campaigns with enhanced social visibility to target buyers on Facebook More conversions from Facebook 2’000 - 5’000 Low 4 Product feed creation and distribution on Criteo, Facebook & Google properties More low cost clicks at lower CPA 5’000 - 10’000 Medium 5 6
- 25. Confidential 2016 Projected Results 25 Channel % Sessions Sessions Ecommerce Conversion Rate Transactions Display 13% 1.83% Direct 22% 1.94% Referral 12% 1.15% (Other) 12% 0.74% Paid Search (brand) 2% 3.5% Paid Search (non-brand) 9% 2% Organic Search (brand) 4% 2.5% Organic Search (non-brand) 7% 2% Shopping Feed 5% 3% Email 6% 4.45% Social 8% 1.84% 100% 2.05% Complete with your projected results
- 26. Confidential Summary 26 - Study digital marketing and lay down the foundations for long term growth - Measure true CPA to be able to validate every experiment - Have budget & resources to conduct experiments - Document your experiments & lessons - don’t forget post- implementation review
- 27. Confidential Thank You what. makes your customers tick 27 what.digital Sihlquai 131 8005 Zurich Switzerland +41 79 777 1534 info@what.digital www.what.digital