Growth hacking tips and tactics designed for pre start and early start businesses.

1. Growth Hacking
Tips and Tactics

2. Before we start on growth hacking – creating value

3. Step into your customers shoes
Select
customer
segment
Identify
customer
activities
Identify
customer
pains
Identify
customer
gains

4. Introduction
• What is your understanding of Growth Hacking?
• What is your experience of Growth Hacking?

5. The profile of a Growth Hacker
A Growth Hacker is not a replacement for a marketer
A Growth hacker is not better than a marketer
A Growth Hacker is just different to a marketer
A Growth Hacker is a person whose true north is Growth

6. Redefining the Product
• Traditional marketers are skilled at understanding traditional products but the internet has created a
radical transformation of a product.
• Products used to only be things like cars, shampoo and sofas.
• Now Twitter is a product. Your online accounting software is a product.
• For the first time a product can play a part in its own adoption.
• This transition is most responsible for the new age of growth hackers.
• A product like Dropbox can give you free cloud storage if you get a friend to sign up with them. Couches
don’t do that.
The internet has given the world a new kind of product, and it demands a new kind of thinking.
Growth hackers understand the latent potential of software products to spread themselves,
and it’s their responsibility to transform this potentiality into a reality.

7. Define
actionable
goal
Implement
analytics to
track goals
Leverage
existing
strengths
Execute
the
experiment
Optimise
the
experiment
The Growth Hacking Process
Repeat

8. The Growth Hacking Funnel
Growth
Retain
users
Activate
members
Get
Visitors

9. Growth Funnel Metrics
Acquisition
• Unique visitors, number of pages, number of clicks
• Time on site, visitors by source
Activation
• Unique visitors – sign up, sign up conversion
• New account creation, opt in conversion
Retention
• Email click through, multiple log ins, length of use
• Returns to complete profile, returns to share
Referral
• Shares via email, social media
• Invites, referral conversion
Revenue
• Paid conversion, Leads by source, leads to sale conversion
• Sales, revenue

10. Which customers to get
Consumer Segmentation
Behavioural Psychographic Profile
Benefits
Sought
Purchase
Occasion
Purchase
Behaviour
Usage
Perceptions
And
Beliefs
Lifestyle Personality
Demo
graphic
Socio
economic
Geo
graphic

11. Segmenting organisational markets
Organisational Segmentation
Microsegmentation Macrosegmentation
Choice
Criteria
Decision
Making
Unit
structure
Decision
Making
process
Purchasing
Organisation
Company
Innovation
Company
size
Industry
Geo
graphic

12. Get Visitors
• Which ways do you currently use?
• Where do you point them?

13. 3 P’s of getting visitors
Pull
• Blogging
• Podcasts
• Guides / Whitepapers
• Infographics
• Webinars
• Presentations
• Seo
• Social Media
• LOPA
Push
• Purchase Ads
• Promo swap
• Affiliates
• Direct Sales
Product
• Network invitations
• Email
• Phone
• Social
• Social sharing
• API integrators
• Backlinks
• Incentives

14. Who is doing what?
Piggybacking
on other
networks
Paypals
autolink with
ebay
Airbnb
autoposted to
Craigslist
Seed in niche
area
Facebook
started with
student
network at
Harvard
Pre populate
platform
Udemy
utilised public
domain
content

15. With this knowledge and with hindsight how
would you get visitors to Friends Reunited?

16. Activating Visitors
• Where do you engage with potential customers?
• How do you engage with them?

17. Activating visitors
Visitors
Launch Page
Copywriting
Calls to
action
Onboarding
Gamification
Pricing
strategies

18. Activating Visitors
• Launch page
A launch page is a landing page that you put up before your product is even public, and the goal is to
collect email addresses of visitors so that you can inform them about your product when you do go live.
− Use it to get traffic not just activations
− The headline and sub headline are everything – get attention
− Emotional imagery – not just a headline and sub head – use an image to generate ties to your product
− Don’t let your list grow cold
− Post to betal.ist or erlibird.com – sites specialising in pre launch products

20. Activating Visitors
• Copywriting
If you want people to take a certain action, and not bounce, then the words you use are more important
than you realise.
− The headline should mention your unique value proposition
− The sub head should further explain your unique value proposition
− The more expensive the product the longer the copy should be
− Different audiences will respond best to different benefits and words
− Use testimonials where possible to social proof your copy – people buy from people

21. Activating visitors
• Calls to action
The best way to get someone to do what you want is by giving
them a clear call to action

22. Activating Visitors
• Onboarding
On boarding can take the
form of visual directions
placed on top the screen, or
a series of pages that lead
visitors from one place to
another
• Gamification
Gamification is when you use
game mechanics without
your product, and this can be
used to activate members

23. • Pricing strategies
Getting someone to make a
purchase is really just a unique kind
of activation. You are getting a
visitor to take a certain action, that
action just happens to be making a
purchase.
− Multiple tiers
− Suggestive tier naming
− Free trials
− Discount codes
− Bundling

24. With this knowledge and with hindsight how
would you activate users of Friends Reunited?

25. Retaining Users
• How do you retain customers?

26. Retaining users
Retaining
Visitors
Speed to
aha!
Email
Alerts and
notifications
Exit
interviews

27. Retaining users
• Speed to aha!
The moment that a visitor or member actually feels the truth of your promise, and sees the obvious benefit
of your product, that’s what we call the “aha moment”.
− Do you know what the aha moment for your product is?
− If it currently takes two days to get someone to the aha moment, can you make it two hours?
− Are there features which you promote in your product which don’t lead people to an aha moment, thereby
cluttering your product and lowering the chances they will ever get to the aha moment?

28. Retaining Users
• Don’t fear email
− Drip campaigns
Pre written email sent at pre written intervals. Case studies, testimonials, advice on the product
A drip campaign burns your product into people’s minds when they are most impressionable, right after they’ve
signed up. Every email sent is a chance to bring them back into your product and retain them.
− Event based
− General updates
These are emails which are not event based and not directly linked to the product.
• Alerts and notifications
− App specific but another way of getting people back into your product
− E.g. push notifications

29. Your key 8 points - checklist
1. Build your growth funnel
2. Identify your points of leverage
3. Clearly state your measurable goals
4. Define and track your funnel metrics
5. Acquire and learn the right tools
6. Run your experiments
7. Test, optimise, measure and repeat
8. Find your growth hacks – the ones that work