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Fighting Fatigue: Being More than a Bag of Tricks

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Every marketing channel suffers fatigue at some point. Being a growth marketers means to focus on identifying problems within the channels you're operating now, and to find opportunities to explore in new channels in the future. It's time for a move away from relying on the same worn-out tactics that are providing continually diminishing returns.

This was presented by Matthew Barby at Canva Growth Talks in July 2017.

Published in: Business

Fighting Fatigue: Being More than a Bag of Tricks

  1. 1. @matthewbarby Fighting Fatigue: Being More Than a Bag of Tricks
  2. 2. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Every marketing channel eventually suffers fatigue. “
  3. 3. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  4. 4. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot 0% 4% 8% 12% 16% 2013 2014 2015 2016 2017 Facebook page average organic reach
  5. 5. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot 2013 2014 2015 2016 2017 US$0.00 US$32.50 US$65.00 US$97.50 US$130.00 $FB Share Price
  6. 6. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Don’t just focus on learning tactics; focus on understanding problems. “
  7. 7. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Let’s take the example of link building…
  8. 8. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  9. 9. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Google didn’t “kill” guest posting, we did.
  10. 10. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  11. 11. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  12. 12. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Approach your acquisition strategy as if each of the tactics you use won’t work tomorrow. “
  13. 13. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot This all starts with channel evaluation and prioritization.
  14. 14. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks http://bit.ly/1p21cwi
  15. 15. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Then we get granular into specific tactic prioritization…
  16. 16. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Being growth focused means getting used to failure.
  17. 17. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  18. 18. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Facebook Shares 63 Linking Websites 37 Website Traffic < 5,000 😳 😳 😳
  19. 19. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Clear demand for information Timing is right for launch Simple and intuitive UX ❌ ❌ ❌
  20. 20. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot A couple of years later…
  21. 21. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  22. 22. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  23. 23. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks } Over 100k visits in 7 days. } Links from 308 websites.
  24. 24. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Never make the same mistake twice.
  25. 25. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Identify Problem & Build Hypothesis Run Experiment & Gather Results Document Findings Internally Document Findings Externally
  26. 26. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Here’s an example…
  27. 27. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Problem Tons of important wasted equity within our architecture lost on 404s. Experiment Remove redirect chains and fix group of 404s with locked equity.
  28. 28. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  29. 29. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  30. 30. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Document everything.
  31. 31. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Knowing which levers to pull and when.
  32. 32. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks How most new website SEO campaigns 
 [incorrectly] begin Backlinks Content Time Quantity
  33. 33. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
  34. 34. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
  35. 35. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks How *most new website SEO campaigns
 should be begin Backlinks Content Time Quantity
  36. 36. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Indexing Ranking } } } — — — Relevancy Authority DiscoveryCrawling
  37. 37. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Indexing Ranking } } } — — — Relevancy Authority DiscoveryCrawling
  38. 38. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  39. 39. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  40. 40. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  41. 41. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks } Increase of over 50,000 visits per month or 600k per year.
  42. 42. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Indexing Ranking } } } — — — Relevancy Authority DiscoveryCrawling
  43. 43. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks Our blog author pages get crawled like crazy
  44. 44. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks } Links to blog content deeper in the architecture, which is great.
  45. 45. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks } This section kinda feels like a wasted opportunity though, right?
  46. 46. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
  47. 47. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot Get the deck via Facebook Messenger here: matthewbarby.com/GrowthTalks
  48. 48. @matthewbarby Fighting Fatigue: Being More Than a Bag of Tricks

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