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Growth Hacking with Kentico

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Growth Hacking with Kentico

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This is the slide deck from my Kentico Connection 2015 Orlando marketing track session. In my presentation I cover what Growth Hacking is, why it matters, and how you can use your Kentico CMS built in abilities to start Growing your subscribers, users, and conversions.

This is the slide deck from my Kentico Connection 2015 Orlando marketing track session. In my presentation I cover what Growth Hacking is, why it matters, and how you can use your Kentico CMS built in abilities to start Growing your subscribers, users, and conversions.

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Growth Hacking with Kentico

  1. 1. Growth Hacking with Kentico The only metric that matters is growth Brian McKeiver Co-owner & Kentico MVP BizStream
  2. 2. Goals What is Growth Hacking Why does Growth Hacking matter Growth Hacking examples in Kentico
  3. 3. What It Is… growth hacker was coined by entrepreneur and marketer Sean Ellis in 2010. “A person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth.”
  4. 4. What is it (more)…  Threw out the playbook of traditional marketing  Its tools are emails, pay-per- click ads, blogs, and platform APIs  It is NOT commercials, publicity, and money.
  5. 5. 0 50 100 150 200 250 300 350 400 450 2015 Q1 2015 Q2 2015 Q3 2015 Q4 Subscribers Users Conversions Shares Revenue Growth Results Metrics
  6. 6. Why Does It Matter
  7. 7. What Makes It Work Inexpensive when compared to traditional media. Scalable not by spend, but instead by Virality.
  8. 8. Success Stories Growth Hackers built Facebook, Twitter, Dropbox, Airbnb, even Amazon.
  9. 9. The First Growth Hack In 18 months the service grew to 12 million accounts. $300k to start in ‘96 initially Sold in ‘97 for $400M “PS: I Love You. Get Your Free Email at Hotmail”
  10. 10. Dropbox Wanna get 500MB more free space? Active Dropbox Users
  11. 11. Now drives 40% of all new sign ups
  12. 12. Some information removed to protect the innocent – Me!
  13. 13. Uber Growth largely through word of mouth Free Rides Wow Experience
  14. 14. Uber is growing faster than eBay did…
  15. 15. Amazon
  16. 16. An automated email sent to BizStream after 1 year of being a member
  17. 17. Pirate Metrics Acquisition Activation Retention Referral Revenue
  18. 18. Source: Dave McClure
  19. 19. Have a Plan One single goal at time Know how to measure Know when to pull the plug if needed
  20. 20. Kentico was Built to Hack (Growth-wise)  Activity Tracking  Web Analytics  Custom Reports  Using Social Logins By installing social network login, you can increase your website registrations by up to 90%
  21. 21. A/B Tests
  22. 22. Social Proof  Testimonials, quotes, statistics and ratings as social proof is a highly effective method of adding trust of your customers.  Show how many likes, tweets, pins, shares etc. etc.
  23. 23. Email Marketing
  24. 24. The “Offer” In return for the download ask for an email to build your list
  25. 25. Personalized Invitation Link
  26. 26. 1. Clone Personal details as starting point
  27. 27. 1. Create new Alternate Form 2. Add a read only Field
  28. 28. 1. Generate a Custom Layout 2. Hide the Submit button
  29. 29. 1 Alternate Form 1 Macro 15 mins of work
  30. 30. How do we use it? Wildcard Page Alias
  31. 31. New Trick for Kentico IIBetter Subscription Form Increase e-mail campaign subscribers
  32. 32. New Trick for Kentico II Ok, but not great
  33. 33. Unobtrusive, Better Solution!
  34. 34. Free Web Part http://www.mcbeev.com/.../Kentico-Better-Subscription-Form http://devnet.kentico.com/marketplace/.../better-subscription-form
  35. 35. What Have We Learned Growth Hacking is continuous improvement Growth Hacking matters because its scalable, inexpensive, and anyone can do it Growth Hacking examples in Kentico
  36. 36. Remember The only metric that matters is growth. There are no constraints to growth. What’s the value to you of 10, 100, or 1000 new customers?
  37. 37. Brian McKeiver Co-Owner & Kentico MVP, BizStream Phone: (616) 481-1631 Web: www.bizstream.com Email: bmckeiver@bizstream.com @mcbeev www.linkedin.com/in/brianmckeiver www.mcbeev.com

Editor's Notes

  • Replaced traditional marketing with only what is testable, trackable, and scalable.
  • A marketing technique initially employed in tech startups that uses creativity, social metrics and analytical thinking as well as tools to sell products and gain exposure.
  • Marketing problems are facing businesses on every front
    Open Data
    Personalization
    Lead Scoring
    All things marketers want to do
    don't have a traditional marketing background.
    don't have budget allocated for marketing
  • Growth hacking can be a solution to those problems
  • They built billion dollar brands from nothing, with next to nothing. No big budgets, just a new strategy.
  • Its growth-hacking trick was simple – they encouraged people to sign up to their product with the following message
  • The referral to end all referrals
  • They got the technology working right the first time
    Social
    Viral
    Users beget users
    Use Data to guide decisions
    Innovative price strategy is derived from data
  • Originally it was a napkin sketch by Jeff Bezos. Note that there’s no arrow pointing outwards labeled  'take profits.’ This is a closed loop.
  • 5 key stages, Acquisition, Activation, Retention, Referral & Revenue.
    Acquisition: Landed and Engaged (did they read the post for 20seconds or bounce)
    Activation: People who make it to actually use the product (these people did a key action, like run a custom report)
    Retention: Getting those users coming back (signing into your dashboard or home page 3 times a week)
    Referral: Word or mouth – see dropbox
    Revenue: monthly recurring if SaaS
    http://blog.trak.io/growth-hacking-like-a-pirate-a-beginners-guide-to-pirate-metrics/
  • Normal CMS
    Very easy to throw up a testimonial quote, name, title, and picture of your biggest fans
  • Give the visitor some value to get information in return
  • Automatic unique sharing links
  • {% "http://"+ Domain +":51872/invite/"+CMSContext.Current.CurrentUser.FirstName +CMSContext.Current.CurrentUser.LastName.Substring(0,1)+CurrentUSer.UserGUID.ToString().Substring(0,8) #%}

    Don’t forget to hide the other fields
  • Don’t spam
    Don’t block the user from reading
  • Don’t spam
    Don’t block the user from reading

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