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Growth hacking
Growth hacking is defined as acquiring, engaging, and monetizing users by blending traditional marketing with analytical and product development skills. The growth hacking process includes attention, acquisition, engagement, retention, and referral, with a focus on measurable goals and leveraging data-driven strategies. Growth hackers differ from growth teams in their broad skill set and focus on rapid experimentation versus specialized roles and structured processes.
Growth hacking
- 1. Growth Hacking 101 By: GregLenz Founder, Reverse Information LLC
- 2. What Is GrowthHacking? "Acquiring and engaging users combining traditional marketing and analytical skills with product development skills."-Josh Elman Head of Growth at Twitter "Growth hacking is acquiring, retaining, and monetizing users more effectively. A growth hacker is an individual who can, from end-to-end, collect data, ideate, plan, execute, and deploy the necessary tactics and strategies to hit goals." -Matt Humphrey VP of Merchandise Rearden Commerece
- 3. Growth Hacking Process... Here'swhat you'll be looking at: -Attention -Acquisition -Engagement -Retention -Referral
- 4. Think of aDoor... Attention
- 5. Attention What channels doyou have available? -Social Media -SEO -Paid Search, Display, and Mobile -Retargeting -Inbound Marketing & Content Partnerships -Email -PR -Conferences and Teaching (Udemy & 37 Signals)
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- 7. Acquisition -Social Credibility -Content Marketing -LandingPages -Ebooks, Whitepapers, Reports -Free Consultation/Analysis -Webinars -Free Trials -Drip Campaigns
- 8. Engagement Either with yourproduct or your users
- 9. Engagement This is whereVIRALITY happens -Do you deliver a great experience? If not, why? -Observe power users and collect feedback -Iterate, Test, Measure, and Repeat -Identify the tipping point
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- 12. Referral Much of thiscomes from the value of your product... however -If your product is consumer facing, be DAMN sure it is sharable via social networks -Instead of forms for ebooks, whitepapers, and webinars, enable "Pay With A Tweet" or a Facebook share -Enterprise: Content marketing is a MUST. Make sure your happy clients can refer you by sharing an interesting blog post. (Speaking Engagements)
- 13. Retention Awesome User Experience Whatpatterns do your power users have in common? How to bring them back and guide their re-engagement: -Email -Mobile Push -Display Retargeting (Adroll, Retargeter, PerfectAudience for Facebook)
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- 15. A Growth HackersResponsibilities Test Measure Analyze
- 16. Growth Hacking Process -Track:Determine what needs to be tracked -Understand: Look at data. Usage patterns. -Prioritize: Highest potential for growth -Design: Design features and flows -Build: Code and Deploy -Measure REPEAT
- 17. Growth Hacker's PrimaryGoal Steepen The Learning Curve So turn this...
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- 19. Growth Hackers arenot Growth Teams Growth Hacker vs Growth Team 1976 NCAA Champion Indiana Hoosiers
- 20. The Difference Growth Hacker -BroadSkills -ASAP -Grey Areas -Guerilla Tactics Growth Team -Specialized Roles -Process -Focus on culture -Black and white
- 21. Growth Team -Product Manager(Leader) -Designer -Developer -Data Scientist / Analytics Specialist -Copy Writer Total transparency amongst the team Ideas should come from everyone
- 22. 2 Kinds ofGrowth Hackers Winner -Volatile -Runs through brick walls -Obsessed with meeting the goal Zen -Emotionless -Detached from outcome -Focuses on the process
- 23. What does agrowth hacker do? ● Run social media ● A/B Testing ● Design banner ads ● Create a company’s branding or logo ● Observe Users CONSTANTLY ● Generates ideas for consumer value propositions ● Builds landing pages ● Design new signup flows ● Generate weekly email campaigns ● Add alt tags to images for a tiny SEO boost ● Guest Blog Posting ● Manage an Adwords Account
- 24. Growth Hacker Mindset Ideateby intuition...BUT ● Data is everything ● No sacred cows ● Agnostic on method, religous on metric ● ABT: Always Be Testing ● Focus ● Deliver user value ALWAYS
- 25. Categorize Your Users -Super -High -Normal -Low Putyour focus on moving users into the next category
- 26. Path To SuccessIs 2 Steps Know Your Goal Find Leverage
- 27. Know Your Goal Haveone clearly stated measurable goal -10% Increase in Conversion Rate? -10% Increase in Email Signups? -1 Whitepaper Download/Visitor? -7 Demos Scheduled/100 Visitors? -Doubling time on site? -2 Referrals/User? -20% Increase in order size?
- 28. Where are yougetting that goal? Is it an industry average? An example: Lookcraft.com Went from 10 to 50% conversion to email by redesigning their process
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- 30. Determining a GoodGoal -Spy on your competitors -Talk to friends in the industry -Monitor message boards (WarriorForum.com)
- 31. Find Your Pointsof Leverage -Facebook (7 Friends) -Twitter (30 Followers) -AirBNB (Craigslist) -Paypal ($10) -LivingSocial (3 Friends Buy = Free) -Hotmail (PS. I Love You) -Enterprise (CRO, Content Marketing, Events, Conferences) Leads360.com
- 32. Advice to GrowthHackers -Go from hunch to metrics -A/B Test everything -Early results are not always conclusive -Embrace failure (1/8 tests drive change) -Do a retrospective on each test -Optimize for revenue not conversions -Never stop pushing...but Be patient
- 33. Growth Hacking Tools Analytics: -GoogleAnalytics (Free) -Mixpanel -Kissmetrics -Visual Website Optimizer -Optimizely
- 34. Ad Spying -Moat (Banners& Free) -WhatRunsWhere (Banners and Landing Pages) -Mixrank (Banners and Landing Pages) -Adbeat (Banners) -SocialAdNinja (Fbook Ads) -SEMRush (SEO & PPC) -SpyFu (SEO & PPC) -KeywordSpy (PPC) -iSpionage (PPC)
- 35. Cheap Banners, FbookAds, and Landing Pages -Fiverr -Odesk -Elance -WarriorForums -99Designs
- 36. Cheap Ad Networks -SiteScout(Banners) -ClickCertain (Banners) -BuySellAds (Banners) -BuyAds (Banners) -DirectCPV (PPV) -MediaTraffic (PPV) -TrafficVance (PPV) -Google, Yahoo, Bing, AOL (PPC)
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- 38. Landing Page Testing -Unbounce -Instapage -LanderApp -Weebly(Free) -MaxInbound (Wordpress) -Premise (Wordpress) -OptimizePress (Wordpress) -Hubspot (Expensive but comprehensive)
- 39. Email Autoresponders -Mailchimp (Free) -Aweber -GetResponse -ExactTarget -iContact -VerticalResponse (Social, Email, and Survey) -Hubspot (Expensive but all inclusive)
- 40. Growth Hackers IndySchedule 1) Display and CRO: Banners, LP's, and Copy 2) Email Marketing 3) Content Marketing & Social Media 4) SEO: On page, Off page, & Linkbuilding 6) Paid Search 7) PPV & Affiliate Marketing
- 41. Actionable Advice... Is thereanything I can help you with?