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Growth Hacking 101 - Tools, Techniques & Hacks

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An introductory presentation including useful growth hacking tools, techniques and hacks to kick start your growth.

An introductory presentation including useful growth hacking tools, techniques and hacks to kick start your growth.

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  • 1. Growth hacking 101 Test - Evaluate - Repeat Growth Success Standards 101
  • 2. Common scenario in many tech accelerators Original idea gets no traction. The team pivots. New product development. Launch to same list. No paid signups and no traction again. And again. And then again. But then they decide to fall back into their original idea. Because they’ve since learnt about Growth Hacking, now they understand that their original ideal was actually massively “sticky”, but their activation process had too much friction.
  • 3. The Customer Development Approach-Steve Blank ✤ Steve outlines four stages to the customer development process as iteration loops with the following success end goals: ✤ Customer Discovery – Achieve Problem/Solution Fit ✤ Customer Validation – Achieve Product/Market Fit ✤ Customer Creation – Drive Demand ✤ Company Building – Scale the Company ✤ The Customer Discovery stage ends with a Problem/ Solution fit and a Minimum Viable Product (MVP). During Customer validation you validate your MVP by attempting to sell it – Nothing speaks clearer than a sale. Successful iteration here should result in a repeatable and scalable sales model.
  • 4. Product/Market fit is the only thing that matters ✤ Both models emphasize the importance of keeping burn rate as low as possible while iterating towards achieving Product/Market fit. Some level of preliminary value proposition iteration and signup flow optimization is necessary to establish some early traffic but then the focus should quickly shift towards measuring product/market fit before anything else. You typically know when you achieve product/market fit but metrics help you measure and hopefully get you there faster. ✤ Now that my preliminary value proposition, sign up flow, MVP, and early traffic channels are *mostly* in place, the next step will be optimizing for user gratification and putting metrics in place to measure product/market fit.
  • 5. Metrics ✤ Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product.
  • 6. What is Growth Hacking ✤ Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure ✤ Term invented 2010 ✤ Marketers are important, but early in a startup you need someone with a narrower focus on growth. ✤ With growth hacking, we begin by testing until we can be confident we have a product worth marketing. ✤ Growth hacking is primarily found in startups, but it is eventually also found in larger organisations.
  • 7. …called agile marketing
  • 8. What is a Growth Hacker Developer Marketer Growth Hacker Growth hackers "are a hybrid of marketer and coder, one who looks at the traditional question of 'How do I get customers for my product?' and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.
  • 9. What is a Growth Hacker “A growth hacker. Never heard of it. But I've always suspected there was something sneaky out there, crawling into every product” ! “When real hackers care enough to crash the web server, you'll know Wally has given you the exposure you wanted (mostly by disabling the firewall). “
  • 10. 01 Top-7 Growth Tactics Analytics and Measurements Landing Pages On-boarding Social Networks A/B Testing Content Marketing Email Marketing
  • 11. Growth Stages (aka Funnel) Customer Acquisition Customer Activation Customer Retention Revenue Generation Referrals Once people love your product, you need to start to optimise viral growth mechanisms! and boost your growth engine. Viral growth is absolutely essential for achieving any significant scale in a B2C or B2B company. People who pay for using your product or service are those that put the real fuel your company. Acquisition and retention mean nothing if people don't stick to! your product or service. This is one of the most vital factor if you want to! achieve sustainable growth. This is the first time that people experience your “Aha!” moment and they experience the value proposition that you promised them. Acquiring new customers means understanding what makes your customers tick.! A successful company should have a continuous flow with prospects and be careful for not wasting money in the wrong channels.
  • 12. 01 Analytics and Measurements Measure everything even if you don’t know how to analyse them Bounce Rate Visits Clicks Time on Site Even if you will not do it, investors will… Tools / Applications Similar Web (Compare with your competition) Google Analytics (Give Special care in one-page sites)
  • 13. Landing Pages Create as many as possible specialised landing pages. Use Call-to-Actions to attract clicks Create simple pages in a click of a mouse Support your web site with specialised content Tools / Applications LeadPages.net unbounce.com
  • 14. 01 On-boarding Check where your users are clicking, how much time they spent with your application Send automated messages based on their behaviour while navigating Contact them when in trouble Tools / Applications intercom.com
  • 15. 01 Queuing Le sport national: “on fait la queue”
  • 16. Social Networks Automate the way you get twitter followers. Measure where your followers are coming from Increase the number of your facebook friends Convert “friends” into email addresses Tools / Applications twittercounter.com followerfrenzy.com
  • 17. 01 A/B Testing Place rules that change your landing pages based on source or other criteria Test different subjects, taglines, email bodies based on email’s conditional dispatching. Tools / Applications optimizely.com visualwebsiteoptimizer.com
  • 18. Content Marketing Create evergreen content (not to become outdated). Test headlines Create webinars Guest blogging Google Authorship Share what you know best and write longer copy Tools / Applications appsumo.com/headlines webiners.com
  • 19. Remember that: ✤ For every piece of original content you create, have a list of relevant places on the web where you share the content ✤ Creating content is just the first step of the challenge of inbound marketing. The REAL challenge is finding the audience for your content
  • 20. Sticky 404 page Houston we have a problem Re-engaged Funny
  • 21. Heatmaps ✤ Knowing where the users will click ✤ Knowing which CTA works and which it’s not
  • 22. About us ✤Treat your about page as a sales page. ! ✤You’re selling your product or service. ! ✤You’re selling who you are and what you can do for a customer. ! ✤Show your passion, because your enthusiasm in contagious. And make sure you encourage web visitors to get in touch! http://www.smartpassiveincome.com/about/
  • 23. Modal Layouts (are not killing user experience and conversion)
  • 24. Chatting with your visitors in their local language is … addictive ! Giving them the ability to chat with you is the second best option
  • 25. Last chance Tools Track every visitors mouse movements and velocity in real-time. Cutting edge technology that displays your campaigns without effecting your websites load time. Tools / Applications bounceexchange.com exitmonitor.com
  • 26. 01 Email Marketing Flagging your customers properly to ensure that they will stay subscribed Use APIs or email marketing with auto responders Connect your Site, newsletters and application’s emails Tools / Applications customer.io mandrill.com
  • 27. the secret to avoid the Promotions tab ! ✤ Have no more than 1 link in your email. ✤ Include no pictures. ✤ Mention the readers name using Merge Tag Tricks with MailChimp or Aweber. ✤ Turn off the Rss Campaign. If you want a higher open count, you must type these emails out by hand. ✤ Write to the reader like he’s your friend. ✤ Don’t go spammy like this: Hey!!!WANT TO MAKE MONEY FAST??!?!?! ✤ Write in Traditional Letter Form.
  • 28. #Further Reading
  • 29. “Enjoy your obscurity while it lasts. Use it” You will never get that freedom back again once people start paying you attention, and especially not once they start paying you money.
  • 30. #thankyou @growthrocks : growthrocks : @growthrocks : www.growthrocks.com : growthrocks This publication has been carefully prepared, but it has been written in general terms and should be seen as broad guidance only. The publication cannot be relied upon to cover specific situations and you should not act, or refrain from acting, upon the information contained therein without obtaining specific professional advice. Please contact a growthrocker to discuss these matters in the context of your particular circumstances. Growthrocks (UK) Ltd and each growth rocks member firm in Europe, their partners and/or directors, employees and agents do not accept or assume any liability or duty of care for any loss arising from any action taken or not taken by anyone in reliance on the information in this publication or for any decision based on it. © 2014 Growthrocks (UK) Ltd. All rights reserved.