How to Hack Your Way to New Customers #GHT15

How to Hack Your Way to New
Customers
Growth Hack Talks // 24th September 2015
@hubspot // @matthewbarby #GHT15

Who is this guy?
1  Global Head of Growth & SEO at HubSpot.
2  Lecturer for the Digital Marketing Institute.
3  Award-winning blogger.
4  Worked with brands around the world to
acquire new customers.

“Generating leads is diﬃcult.”

“Generating high quality,
relevant leads is really diﬃcult.”

So…

3 ‘hacks’ to help you generate
more high quality leads in less
time.

Sounds good, right?

1 Inﬂuencer Content Teams

Leverage the communities of
inﬂuencers within your industry to
scale community engagement, lead
generation and organic search
traﬃc.

How to Hack Your Way to New Customers #GHT15

The Process
1  Identify inﬂuencers within your niche.
2  Qualify them against a set of criteria (important).
3  Align them to your content strategy.
4  Create and amplify your content.

Identiﬁcation

Here’s a peak at what this can
achieve for a startup…

2Content Lead Optimisation

Grow leads through the tailoring of
individual oﬀers within existing
related content across your
website.

@hubspot // @matthewbarby
“92% of our monthly blog leads came from posts
published in the previous month or earlier.”
#GHT15

“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”
#GHT15

The Idea: Take high traﬃc blog
posts with low conversion and
‘reoptimise’ them to increase the
distribution of lead generation.

Before: “how to write a press release”

After: “how to write a press release”

The Process
1  Identify blog posts with existing traﬃc.
2  Find the main keyword each article ranks for.
3  Create a CTA speciﬁc to the keyword.
4  Track the increase in conversion rate.

3 The Content Success Formula

Run in-depth analysis on varying
aspects of our content to ﬁnd the
winning formula for leads, links,
social shares and more.

What kind of analysis?

For Example
1  Word count vs organic search traﬃc.
2  Article title length vs Twitter shares.
3  Date of publish vs inbound links.
4  Article topic vs leads generated.
5  Words in title vs Facebook shares.

I ran a study that analysed the
6,192 articles within our marketing
blog to ﬁnd our ‘content success
formula’.

“Articles with a word count between 2,250 and 2,500
earn the most organic traﬃc on our blog.”
#GHT15

“Articles on our blog with headlines consisting of 11 or
14 words are shared the most on Twitter/Facebook.”
#GHT15

“Adding the word ‘infographic’ to our blog title
increase tweets by 100.05%, whilst ‘template’ added
114.60% more.”
#GHT15

“On average, articles with >300 inbound links
received the largest volume of organic search traﬃc.”
#GHT15

“On average, the more social shares an article
received, the greater the volume of inbound links.”
#GHT15

Moral of the story…

Understand what works to the
ﬁnest detail and then scale it.

How to Hack Your Way to New Customers #GHT15

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