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How to attract humans: Vincent Dignan

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Vincent Dignan's slide deck from StartUp Britain marketing week 2015.

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How to attract humans: Vincent Dignan

  1. 1. A presentation by Vincent Dignan @vincentdignan - Tweet me :-) vincent@magnific.com HOW TO ATTRACT HUMANS
  2. 2. Me: 150,000,000+ Total Pageviews 50 million+ unique visitors 100,000+ Likes/followers 50,000 client followers 1000’s of signups Looking to coach founders, get in touch: vincent@magnific.com!
  3. 3. AGENDA - What is growth hacking? - How to growth hack IRL/social - Activity: Finding customers on Twitter - Social news, content marketing, email
  4. 4. The golden rules of growth
  5. 5. The golden rules of growth - Scalable
  6. 6. The golden rules of growth - Scalable - Repeatable
  7. 7. The golden rules of growth - Scalable - Repeatable - Predictable
  8. 8. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel
  9. 9. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking
  10. 10. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking Read: http://bit.ly/songkickgrowthhack
  11. 11. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral Read “The Mom test” (I can send it to you)
  12. 12. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest
  13. 13. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals - Specific - Measurable - Achievable - Relevant - Time-based
  14. 14. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com https://growthhackers.com/must-read/
  15. 15. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com 7. Don’t sweat the small things on day one
  16. 16. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com 7. Don’t sweat the small things on day one 8. Be a mixture of mad men & math men
  17. 17. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com 7. Don’t sweat the small things on day one 8. Be a mixture of mad men & math men 9. Pour more resources into the one(s) that work
  18. 18. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com 7. Don’t sweat the small things on day one 8. Be a mixture of mad men & math men 9. Pour more resources into the one(s) that work 10. Rinse & repeat - Think like Uber/Facebook/Buzzfeed/Genius
  19. 19. The 10 rules of growth hacking “Grow fast or die slow” - Samir Patel 1. You do not talk about growth hacking 2. You do not talk about growth hacking 3. Speak to customers & define messaging before you go viral 4. Investigate & map channels easiest - hardest 5. Set S.M.A.R.T. goals 6. Read the basics for your channel(s) on growthhackers.com 7. Don’t sweat the small things on day one 8. Be a mixture of mad men & math men 9. Pour more resources into the one(s) that work 10. Rinse & repeat - Think like the americans
  20. 20. - IRL - Social Media sites - Social News sites - Content - SEO - Email 6 main channels of user acquisition:
  21. 21. 1. Get your skates on & hustle
  22. 22. 2. Use Charlie
  23. 23. 3. Become a hunter gatherer (of emails)
  24. 24. 4. We are all connected
  25. 25. - Anything “sales” driven - Business that rely on relationships - A good first step if you don’t already know where to find your users IRL Types of businesses
  26. 26. Social Media: 1. Get a following 2. Broadcast to them 3. Reap the benefits 4. Profit?!?!?!?
  27. 27. 1. Ideal User is critical 2. Who says Instagram gets no clickthroughs? Read: https://blog.gleam.io/foundr/ http://austenallred.com/user- acquisition/book/chapter/instagram/ 5.
  28. 28. Businesses who may need Instagram - Anything with a “product” that looks cool e.g. fashion, technology, personal brand, - Apps/Software/Platforms looking to get a large (as in tens of thousands) userbase
  29. 29. 6.
  30. 30. Businesses who may need Facebook - Anything with a “product” that you can arbitrage sales in the same way as adwords - This can include apps in certain situations - Basically everyone to a certain extent
  31. 31. 7.
  32. 32. 8. The best Twitter tool of all time Search by gender, job title, location, company/person - mad targeting
  33. 33. Activity: Finding your customers
  34. 34. Type your ideal user in this box!
  35. 35. 9.
  36. 36. Twitter basics 1. Steal the good stuff, only RT compliments 2. Tweet the same (article) 5 times 3. Pictures most likely to be retweeted 4. Tweet lots: 50 - 100 tweets a day is fine 5. Tweetadder gets you followers literally today
  37. 37. Businesses who may need Twitter - Apps/Software/Platforms looking to get a large (as in tens of thousands) userbase - Businesses where content is important - Anyone looking to reach a certain job title/location (basic demographics, Facebook needed for complex targeting)
  38. 38. Businesses who may need Tumblr - Anything youth orientated - Anything aimed at America/worldwide and youth orientated - Fashion/music
  39. 39. Businesses who may need Pinterest - Anything aimed at females 30+ - Anything that looks beautiful e.g. furniture, fashion, weddings, etc - Use Buffer to easily setup a pinning schedule - Difficult to work out, so likely a big opportunity here
  40. 40. 8. Social News 101 Posting to social news sites can bring users/customers 1. Hacker News - “Show HN”, technical blogposts 2. Producthunt - One-time posting for launches 3. Reddit - Content or feedback 4. Growthhackers.com - Blog posts on growth
  41. 41. Useful Subreddits r/startups r/entrepreneur r/AlphaAndBetausers (submit your app for feedback) r/smallbusiness r/engineering r/hwstartups (Hardware sub-indybo & knyttan FTW!)
  42. 42. Businesses who may need social news - Anything where “tech” feedback is important - Anything where techy early adopters are important - Apps/Software/Platforms looking to get a large (as in tens of thousands) userbase can seed initial users here
  43. 43. 10.
  44. 44. Content Marketing basics 1. Don’t be “business guy” 2. Know your audience 3. Write something people want to read 4. Distribute it on your own channels, measure results 5. Distribute it on other peoples
  45. 45. 1. Read this: http://backlinko.com/viral-marketing 2. Go here: app.buzzsumo.com 11. How to come up with content marketing ideas:
  46. 46. 11. This will come up with ideas for you: http://www.portent.com/tools/title-maker
  47. 47. 12. Hemingway lives on
  48. 48. 13.
  49. 49. 14.
  50. 50. 15. jody.thompson@huffingtonpost.com http://techcrunch.com/got-a-tip/ 600-800 words editorial@techcitynews.com 400-500 words
  51. 51. Businesses who may need content - Anything where domain expertise is important - Saas companies who don’t have sales people - Authors, freelancers, contractors, designers, etc
  52. 52. Bonus mosh! P.R. reading list http://austenallred.com/user-acquisition/book/chapter/press/ http://startupworkout.com/traction-list/ Skyscraper content: http://backlinko.com/viral-marketing 10 ways to get press: http://pitchpigeon.com/blog/the-10-types-of-startup-press-release.html https://blog.kissmetrics.com/overcome-content-distribution/ http://www.criminallyprolific.com/ - good blog posts on pr tactics http://www.criminallyprolific.com/2014/02/6-steps-of-do-it-yourself-pr-why-you-dont-need-to-hire-a-firm/ Tech Press ideas: http://www.quora.com/Tech-News-and-Journalism/How-do-I-get-in-touch-with-tech-journalists http://ovoice.net/32-places-can-submit-launching-startup/ http://www.beingpractical.com/2013/10/12/100-startup-directories-to-submit-your-startup-for-free/
  53. 53. 16. SEO is not dead - it just smells funny 1. If you hate yourself: theshortcutts.com/ 2. Awesome SEO checklist: clickminded.com/seo-checklist/ 3. The best $50 you’ll ever spend: startuplister.com/ 4. Rank for your keyword? senuke.com/xcr/
  54. 54. Businesses who may need SEO - Content companies e.g. magazines, or user generated content sites/forums - Emerging markets e.g. 3d printing
  55. 55. Now convert into gold...
  56. 56. 17.
  57. 57. 18. Here be photos
  58. 58. 19. Still too lazy?
  59. 59. Bonus: 17 ways to build amazing email lists: http://backlinko.com/list-building Sorry this slide doesn’t look good :-(
  60. 60. 20.
  61. 61. 21. 22.
  62. 62. 23. Say hello to hello bar
  63. 63. 24. Your inbox should be a to-do list
  64. 64. 25.
  65. 65. 26. Redress the power balance
  66. 66. 27. Sometimes you have to cold email
  67. 67. Businesses who may need email mktg - Anything where something is being sold - Saas companies who don’t have sales people - Authors, freelancers, contractors, designers, etc
  68. 68. 28. Start slacking off at work
  69. 69. 29.
  70. 70. 30. Have one more hour in your day. You’re welcome! ;)
  71. 71. + Tweet me your feedback on my deck: @vincentdignan Get in touch if you’d like coaching, £99 a month: vincent@magnific.com

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