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Growth Hacking –Where To Start?

Tamir Israely

1. What is Growth Hacking

2. 50/50 Rule

3. Your Customers

4. Your Business

5. 20 Acquisition Channels

6. Questions

7. Networking

Agenda

What isGrowthHacking?

?

Growth Hacking

Marketing Magic

Guerilla marketing

Zero budget

One time fix

Secret formula

Prescription

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Growth Hacking

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Marketing experiments

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ONE

Trick ...

Tip ...

Hack ...

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processinstead of

tactics

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What works for other will not necessarily work for you

● Your Product is different● Your Audience is different● You business model is different● Your customer journey is different

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YOUR BUSINESS IS DIFFERENT!

Why?

Spend 50% of your time on product development and 50% on marketing

Marketo- Marketing automation tool (SEO & Blog)

50/50 Rule

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Where To Start?????

Buyer Personas

• Different segments

• B2B& B2C

• Be considered in every taskMy customers

Buyer Personas

• What motivates them? Is it money? Knowledge? Popularity?

• Income • Problems• Where are they spending their time?

Online? Offline? Where exactly?• Their traits• Relevant to your business• Small details: name, age, location,

language etc.

My customers

The North Star Metric

• One metric that all the team is aimed to improve and grow

• Easy to measure

• Business growth indication

• Focus

• Airbnb- #Nights booked Facebook-

#Active users

Mybusiness

Set up your growth goals

• Break down your big goals • Find KPIs that correlate with the

goals

• Let’s say I have an e-commerce, and I want to reach 30,000 MR

• My current conversion rate

• My current traffic

• My average sale

Mybusiness

• My Current Monthly Revenue: 10,000$

• My Current CR:1.5%• Cart Abandonment rate: 70%• My Current UV/month: 20k• My Current Avg.Sale: 30$

• Recurring, referrals, ?????

Mybusiness

Move The needle

• Things you can do to improve those KPI

• ICE Score

• Experiments backlog

Mybusiness

1. Targeting Blogs2. Viral Marketing3. SEO4. SEM5. Social & Display

Ads6. Email Marketing7. Partnership8. PR9. Unconventional PR10. Offline Ads

Acquisitionchannels

11. Sales12. Existing Platform /

Seeding13. Tradeshows14. Speaking

Engagements15. Community Building16. Sales17. Affiliate Program18. Engineering As

Marketing19. Content Marketing20. Snail Mail

Targeting Blogs

● Find blogs in your niche ● Offer them to write a guest post● Everyone is looking for content● Link Sharing Communities

Viral Marketing

● Creating a viral loop● Every user invites at least 1 user● Hard to sustain● Built within the product or incentive based

SEO

● Shifting to user experience ● Write content that deserves to be #1 for a

keyword● Meta description● Takes time for a new website

SEM / SEA

● Calculate your maximum cpc before you start● HOW MANY PEOPLE DO I NEED TO SEND TO MY

WEBSITE TO GET ONE CONVERSION?● HOW MUCH ONE CONVERSION WORTH TO ME?● DIVIDE IT BY THE NUMBER OF PEOPLE AND YOU HAVE

YOUR MAXIMUM CPC.

● Competition

Social and Display Ads

• Display Ads usually work best on specific type of audience that is less tech savvy

• Remarketing- Do It!!!!• Facebook Ads- Amazing targeting

options, Work with small audiences.

Email Marketing

• Existing Date base• Great for retention too• Cold Emails VS. Growing your email list• Personal Email• Call to action

Partnership

• Find Companies that can benefit from your product/service

• Same Target audience but not direct competition

• Contact Reporters in your niche • Write the story beforehand • Start with small and local publications• Trust Me, I’m Lying- A Must read!

PR

• Publicity stunt:

• Customer appreciation

Unconvent -ional PR

• Billboards • Not a lot of startup use it• Café• Flyers• Airports• Hard to measure- use different phone

numbers for tracking and different URLOffline Ads

• Find platforms that that target your target audience

• Q& A websites –Great search Traffic

Existing Platform and Seeding

Tradeshows

Found a partnership that lead to 20k sales from 1 event only.

Offline events& Speaking engagements

• Meetups –Hosting or Participating • Industry events• Speak directly to your target audience

Community Building

• Strengthen customer relationship• Updated content• Dedicated users bring new customers

Affiliate Marketing

• Find People that have audiences • Pay Them for referral • Affiliate Networks

Engineering as marketing

• Create something that your target audience can benefit from

Content marketing

• Create content for your niche and not your customer

• Content calendar

• DISTRIBUTION!

• Envelops

• Higher open rate than emails

• Purchase a mail list

Snail mail

• Go back to the buyer personal and check all the channels. Then, think about 1 idea for each channel (bias).

• Duration (30-90 days)• Measure against your goals & Milestones

BullseyeFramework

Questions????