Introduction to Growth Hacking and the Growth Hacking Process
Growth hacking: 5 growth tactics that you can try right now!
115
GROWTH HACKING 5 Growth tactics to try today
-
Upload
eveline-smet -
Category
Marketing
-
view
393 -
download
0
Transcript of Growth hacking: 5 growth tactics that you can try right now!
GROWTH HACKING 5 Growth tactics
to try today
MAKE LINKEDIN YOUR LANDING PAGE
START BUILDING YOUR EMAIL LIST TODAY
STEAL YOUR COMPETITORS’ STRATEGY
5 growth tactics to try today
CONVERT THE CRAP OUT OF YOUR LEADS
CHOOSE YOUR OMTM & GROW
@evelinesmet
Hi, I’m Eveline
@evelinesmet
Career path
Today..
@evelinesmet
PUG MOMMY BARCA LOVER SPORTS ADDICT TO BE
WHICH CHANNELS SHOULD I USE?
WHICH TOOLS AND TACTICS SHOULD I USE?
WHO ARE MY CUSTOMERS?
Top marketing questions I get
HOW CAN I EVALUATE MY MARKETING EFFORTS?
HOW CAN I GROW MY BUSINESS THROUGH MARKETING?
My goal: Teaching you guys growth tactics that you can use tomorrow!
Win! Tweet #growthhacking @evelinesmet
growth hacking
But first..What is growth hacking?
Growth hacking skills
@evelinesmet
Growth hacking mindset
@evelinesmet
Famous growth hacks
DROPBOX REFERRAL HACK
AIRBNB ACQUISITION HACK
HOTMAIL REFERRAL HACK
TWITTER ACTIVATION HACK
@evelinesmet
Hotmail referral hackSPOTIFY REFERRAL HACK
MOBILE VIKINGS REFERRAL HACK
MC DONALDS ACQUISITION HACK
TECHNOLOGY BASED
AUTOMATE THE PROCESS
USE NON-TRADITIONAL CHANNELS
What is different?
RUN EXPERIMENTS
MEASURE & GROW
Growth hacking in each stage of the funnel
I will be showing a lot of tools & tactics later on
But first..Why do you need analytics?
Analytics keep a growth hacker honest
@evelinesmet
infinite scroll
infinite scroll
FAIL
Analytics shift the focus of growth hackers
@evelinesmet
We have a CPC of 2€, is that good?
World’s first banner vs Coolblue banner
@evelinesmet
World’s first banner vs Coolblue banner
0€ IN REVENUE 32.900€ IN REVENUE
BY INCREASING RETENTION
BY INCREASING DAILY ACTIVE USERS
GROW MY COMPANY
Example actionable goals
INCREASE CONTENT CREATION BY MEMBERS BY 15% BY END 2016
EDUCATE MEMBERS ABOUT CONTENT CREATION VIA
SHOW CONTENT FEATURES ON THE HOMEPAGE
INCLUDE CONTENT CREATION IN ON BOARDING EXPERIENCE
BewareOf vanity metrics! They will make you feel good, but they will not change the way you act.
@evelinesmet
Email marketing Social media Paid search Display advertising
VANITY METRICS VS ACTIONABLE METRICS
OPEN RATE
LEADS GENERATED
# FANS
REFERRAL RATE
AD POSITION
COST PER ACQUISITION
IMPRESSIONS
COST PER LEAD
@evelinesmet
Trying to find interesting insights and unexpected learnings
Keeping you up to date with predictable, managerial insights
Do ads with pictures of cats work better?
How many clicks will our ad budget get us?
EXPLORATORY REPORTING
If you’re busy explaining the data, you wont
can’t act upon it
UNDERSTANDABLE COMPARATIVE A RATIO OR RATE BEHAVIOUR CHANGING
A GOOD METRIC IS
Comparison gives you context
The only way to measure change
What will you do differently based on the
results?
Find your focus based on your data
Analytics predict the future for growth hackers
@evelinesmet
Mobile vs desktop visits
Analytics make success repeatable
@evelinesmet
Make a business case, then repeat
Convinced?
5 growth hacks that you can try today!
“Good artists copy, great artists steal” -Steve Jobs-
Steal your competitors’ strategy
1
@evelinesmet
STEAL WITH PRIDE
CASE
SIMILARWEB
TOOL
CASE
CASE
SPYFU
SPYFU
COMPETITOR SCRAPING TOOLS
Make Linkedin your landing page
2
@evelinesmet
“The network always wins” -Peter Hinssen-
YOUR HEADLINE IS YOUR H1
@evelinesmet
YOUR HEADLINE IS YOUR H1
YOUR INTERESTS ARE YOUR SEO KEYWORDS
@evelinesmet
“Get a marketing job or internship without sending out a single resume” -Eveline Smet-
MAKE YOUR HEADLINE SEARCHABLE & ACTIONABLE
@evelinesmet
FUTURE BRAND STRATEGIST
JUNIOR DIGITAL MARKETEER
LOOKING FOR A MARKETING INTERNSHIP IN FEBRUARI
I WANT TO HELP COMPANIES GROW VIA SOCIAL MEDIA
LOOKING FOR A MOTIVATED YOUNG MARKETER? HIRE ME!
MICHAEL DELARET
Exercise: Change your headline & add interests
@evelinesmet
LINKEDIN AUTOMATION TOOLS
AUTOMATE THE ACQUISITION
LINKEDIN PREMIUM = NEEDED
Start building your email list today
3
@evelinesmet
“The money is in the list” -every growth hacker-
EMAIL IS NOT DEAD!
LIST BUILDING TOOLS
LIST BUILDING TOOLS
Exercise: download chrome extension and build a 150 person list to contact this week
BONUS
LIST BUILDING TOOL SOCIAL SHARES
Convert the crap out of them
4
@evelinesmet
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” -Jeff Eisenberg-
Understand your conversion funnel
@evelinesmet
Conversion funnel online shopping site
Conversion funnel online shopping site
COST PER ACQUISITION = 25
LIFETIME REVENUE PER USER = 75
LIFETIME VALUE = 100
First, get the basics right
LIFETIME REVENUE PER USER = 75
@evelinesmet
Optimise for each stage in the funnel
Channel testing
KPI’s per stage of the funnel
No e-commerce? No problemTRACK INCOMING ENQUIRIES
TRACK NEWSLETTER OPT-INS
TRACK NUMBER OF CALLS
TRACK NEW SUBSCRIBERS
@evelinesmet
How to drive conversions?
CONVERSION TOOLS
PUBLISH QUICKLY
CASE
@evelinesmet
Exercise (at home): Create your (campaign) landing page in 3 hours
Choose your one metric that matters -OMTM- & grow
5
Data overload
A wealth of information creates a poverty of attention
@evelinesmet
Your OMTM is your true north
IT CREATES FOCUS FOR THE ENTIRE COMPANY
IT INSPIRES AN INTERNAL CULTURE OF EXPERIMENTATION
IT ANSWERS THE MOST IMPORTANT QUESTIONS FOR YOUR BUSINESS
Why do you choose OMTM?
@evelinesmet
A few OMTM examples
CUSTOMER LIFETIME VALUE
DAILY ACTIVE USERS
CUSTOMER ACQUISITION COST
examples
CASE STUDYMOZ
Scale
STAGE
SAAS
MODEL
Net adds
OMTM
Net adds = growth
CASE STUDYHEADSPACE
Virality
STAGE
SaaS (Freemium)
MODEL
Paid Churn
OMTM
Paid churn = loss
MAKE LINKEDIN YOUR LANDING PAGE
START BUILDING YOUR EMAIL LIST TODAY
STEAL YOUR COMPETITORS’ STRATEGY
5 growth tactics you have tried
CONVERT THE CRAP OUT OF YOUR LEADS
CHOOSE YOUR OMTM & GROW
@evelinesmet
I’t all starts with knowing your customer
Why are Nigerian spammers good growth hackers?
@evelinesmet
Why is Nigerian spam so badly written?
BAD LANGUAGE
1000 EMAILS SENT 1000 EMAILS SENT
10% CONVERSION = 100 RESPONSES
0,1% CONVERSION = 1 OR 2 RESPONSES
1 FOOL & THEIR MONEY1 FOOL & THEIR MONEY
PROPER ENGLISH
SCALABLE NOT SCALABLE
@evelinesmet
Nigerian spammers have learned to understand their target market & their customers
T H A N KY O U
