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Craft Your Marketing To-Do List Like a Growth Hacker

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Instructor: Shelley Steigerwald …

Instructor: Shelley Steigerwald

It’s easy to get lost in the marketing weeds. Social media, email, webinars, blogs, website updates, infographics, referral campaigns, events, contests, PPC, PR, SEO …

What should you do first?

How should you spend your limited limited resources for maximum impact?

This class will help you prioritze, allocate your budget, and write your marketing plan like a growth hacker. It will be particularly helpful for entrepreneurs and startuppers who haven't done this before, but seasoned marketers will also learn some handy shortcuts and tricks to the trade.

What You'll Learn
How to hack your Customer Lifecycle to find the best marketing channles for your company.
How to prioritize your marketing to-do list like a growth hacker.
How to measure, optimize, and win during each phase of your Customer Lifecycle.

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Transcript

  • 1. Growth Hacker CRAFT YOUR MARKETING TO-DO LIST LIKE A SHELLEY STEIGERWALD @shelsteiger
  • 2. WHAT IS GROWTH HACKING?
  • 3. WHAT IS GROWTH HACKING? It’s just MARKETING!! – Angry people on Twitter It’s what everyone in a startup does. – Entrepreneurs It’s “taking responsibility for growth with an entrepreneurial drive” – Sean Ellis, startup-marketing.com It’s “when growth is one of your marketing objectives and someone is solely assigned to that objective.” – Muhammad Saleem, MarketingLand.com
  • 4. CREATIVITY TECHNIQUE Immerse yourself in the problem, and entertain all solutions. Understand the context, use the tools, and assess results.
  • 5. 1.  Business Life Cycle
  • 6. B U S I NES S / PROD U C T LI F E C YC LE CUSTOMERS   TIME  
  • 7. B U S I NES S / PROD U C T LI F E C YC LE CUSTOMERS   TIME  
  • 8. B U S I NES S / PROD U C T LI F E C YC LE IDEA   GO-­‐TO-­‐ MARKET   MATURITY   RENEWAL  GROWTH   CUSTOMERS   TIME  
  • 9. 2.  Customer Life Cycle
  • 10. TH E FUNNEL
  • 11. TWO WORLDS COLLI DE HOW THE Business SEES IT HOW THE Customer SEES IT It’s  my   sales   funnel!   It’s  my   decision!  
  • 12. F OR R ES T ER ’S S OLU T I ON
  • 13. C U S T O M ER LI F E C YC LE, M O D I F I ED DISCOVER EXPLORE BUY ENGAGE
  • 14. C U S T O M ER LI F E C YC LE, M O D I F I ED DISCOVER EXPLORE BUY ENGAGE
  • 15. C U S T O M ER LI F E C YC LE, M O D I F I ED DISCOVER EXPLORE BUY ENGAGE TRUST
  • 16. EXAM PLES Active Search keywords Ask for a referral Participate in online discussion Passive See media coverage Attend events Experiencing the problem DISCOVER EXPLORE BUY ENGAGE
  • 17. EXAM PLES DISCOVER EXPLORE BUY ENGAGE Website content Validation from network Sales pitches Read Yelp reviews
  • 18. EXAM PLES DISCOVER EXPLORE BUY ENGAGE 30-day free trial Select package Email confirmation with receipt Create an account or checkout as a guest
  • 19. C U S T O M ER LI F E C YC LE, M O D I F I ED DISCOVER EXPLORE BUY ENGAGE TRUST
  • 20. LEVERAGE POINTS 3. Leverage Points
  • 21. FINAL TIPS •  Measure with discipline •  Growth vs. Scalable growth •  Black-hat vs. white-hat tactics •  Collaborate
  • 22. RECAP •  Growth hacking is a piece of Marketing •  Study the craft –  Business Life Cycle –  Customer Life Cycle •  Look for leverage points •  Structure time to be creative •  Test, measure, analyze
  • 23. RECAP •  Growth hacking is a piece of Marketing •  Study the craft –  Business Life Cycle –  Customer Life Cycle •  Look for leverage points •  Structure time to be creative •  Test, measure, analyze …and now you’re a Growth Hacker!
  • 24. LEVERAGE POINTS Q&A
  • 25. K EEP I N TOU C H ! shelley@marketingintandem.com @shelsteiger