How to Hack Your Way to New Customers #GHT15
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Transcript of 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.
@hubspot // @matthewbarby #GHT15
“Generating leads is difficult.”
@hubspot // @matthewbarby #GHT15
“Generating high quality, relevant leads is really difficult.”
@hubspot // @matthewbarby #GHT15
So…
@hubspot // @matthewbarby #GHT15
3 ‘hacks’ to help you generate more high quality leads in less
time.
@hubspot // @matthewbarby #GHT15
Sounds good, right?
@hubspot // @matthewbarby #GHT15
1 Influencer Content Teams
@hubspot // @matthewbarby #GHT15
Leverage the communities of influencers within your industry to scale community engagement, lead generation and organic search traffic.
@hubspot // @matthewbarby #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.
@hubspot // @matthewbarby #GHT15
Identification
@hubspot // @matthewbarby #GHT15
Identification
@hubspot // @matthewbarby #GHT15
Qualification
Here’s a peak at what this can achieve for a startup…
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby #GHT15
2 Content Lead Optimisation
@hubspot // @matthewbarby #GHT15
Grow leads through the tailoring of individual offers within existing related content across your website.
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby
“92% of our monthly blog leads came from posts published in the previous month or earlier.”
#GHT15
@hubspot // @matthewbarby
“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.
@hubspot // @matthewbarby #GHT15
Before: “how to write a press release”
@hubspot // @matthewbarby #GHT15
After: “how to write a press release”
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby #GHT15
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.
@hubspot // @matthewbarby #GHT15
3 The Content Success Formula
@hubspot // @matthewbarby #GHT15
Run in-depth analysis on varying aspects of our content to find the winning formula for leads, links, social shares and more.
@hubspot // @matthewbarby #GHT15
What kind of analysis?
@hubspot // @matthewbarby #GHT15
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.
@hubspot // @matthewbarby #GHT15
Time for some data.
I ran a study that analysed the 6,192 articles within our marketing blog to find our ‘content success formula’.
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby
“Articles with a word count between 2,250 and 2,500 earn the most organic traffic on our blog.”
#GHT15
@hubspot // @matthewbarby
“Articles on our blog with headlines consisting of 11 or 14 words are shared the most on Twitter/Facebook.”
#GHT15
@hubspot // @matthewbarby
“Adding the word ‘infographic’ to our blog title increase tweets by 100.05%, whilst ‘template’ added
114.60% more.”
#GHT15
@hubspot // @matthewbarby
“On average, articles with >300 inbound links received the largest volume of organic search traffic.”
#GHT15
@hubspot // @matthewbarby
“On average, the more social shares an article received, the greater the volume of inbound links.”
#GHT15
Moral of the story…
@hubspot // @matthewbarby #GHT15
Understand what works to the finest detail and then scale it.
@hubspot // @matthewbarby #GHT15
@hubspot // @matthewbarby #GHT15