1. Growth Hacking
For Your Business:
A How-To Session
February 2015
Presenters: 4EyedMedia.ca
Angela LaGamba & Bobby Dhillon @4EyedMediaTO
@AngelaLaGamba & @BobbyDhillon #4EMTO

2. Today’s Un-agenda
 Digital Marketing Trends
 Startup Growth Techniques
 Q&A Session

3. Digital Marketing Trends
Exciting Predictions for 2015
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

4. Content Marketing
 Money from PPC, SEO and social
media will be allocated to content
 90% of organizations use content
marketing
 Businesses with blogs generate
organic traffic and lead
generation

5. Social Media Marketing
 Solid and effective distribution
platform
 Strong B2C interaction
 88% of marketers use LinkedIn as a
solid B2B marketing platform
 Instagram has grown to over 200
million users and leveraged by
businesses as a preferred image-
sharing platform

6. Native Advertising
 Ads embedded in Facebook NewsFeed or Twitter stream
 Closely resemble organic content
 More likely to get clicked (higher click rate) vs. historical
banner display ads
 Increased importance as it moves towards relevant
content
 Suitable for mobile advertising with improved ads for
smaller screens
 Spending: ~$7.9 billion (2014) and grow to ~ $21 billion
(2018) – BI Intelligence

7. Growth Hacking
 Term coined by Sean Ellis in 2010
 Marketing technique & mindset by
technology startups using a lean launch
model
 Main Focus: Growth first, budgets second
 Uses low-cost & innovative alternatives –
social media, viral marketing, SEO,
content marketing, website analytics, A/B
testing
 Used by: Twitter, AirBnB & Dropbox

8. Responsive Web Design
 Term coined by Ethan Marcotte in
2010
 Adapting a single website’s layout for
different screen resolutions using fluid
grids that resize for different screen
sizes for multiple devices
 Start big and then reduce
 Pros: Single website URL, easy SEO
and marketing, low cost
 Cons: Technical problems with slow
loading, mixed user experience

9. Mobile First Design
 Developed by Luke Wroblewski in 2009
 A strategy & approach to writing code aka
progressive enhancement
 Design for smaller screens (mobile) first, then add
more features & content for larger screens (desktop,
tablet)
 Large audience – 1.2 billion+ global mobile web users
& 25% of mobile web users are mobile-only in U.S.
 Pros: Better user experience and ranking
opportunities, loads faster
 Cons: Multiple URLs, more maintenance, not
universally compatible

10. Near Field Communications
 Digital payments and
contactless services gain
traction
 50% of smartphone users
expected to use mobile
wallets as preferred payment
method by 2017
 Biggest entry to market:
Apple Pay

11. Wearable Technology
 Hot launch expected in 2015:
Apple's iWatch
 79 million+ estimated
wearables sold in 2015

12. Internet of Things (IoTs)
 4.9 billion connected 'things' will
be in use in 2015, reaching 25
billion in 2020
 $40 billion will be spent
designing, implementing, and
operating IoTs in 2015

13. Startup Growth Techniques
Tactics To Grow Your Business
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

14. 3 P’s To Getting Visitors
Pull – entice & incentivize visitors to you – e.g. infographics
Push – more aggressive attention seeking – e.g. PPC banner
Product – friends invite users to use your product e.g. referrals

15. Pull Tactics
Entice & incentivize visitors to you
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

16. Blogging or Guest Blogging
 Build your audience & have
flexibility over content
 Gently pull people in start a
new post with a bio that links
to your product
 Focus posts on something
emotional, trendy,
educational, enjoyable, or
surprising

17. Podcasting or Guest Podcasting
 Inbuilt distribution mechanism
with podcast listening apps
 Select & dominate a narrow
niche
 Create an educational course
on relevant topic for your users
 Be guest on podcasts & use
episodes in a drip campaign for
your product

18. E-Books, Guides & Whitepapers
 High perceived value
 Great for social media sharing
and content marketing
 Become a thought leader as
an author
 Ask for an email address in
exchange for downloads
 Used by: MailChimp

19. Infographics
 Visual image used to
represent information or data
 Displays expertise, aesthetic
taste, appeals to short
attention spans
 Tips: good topic, right data,
strong story, great design
 Distribute to your users or a
marketplace (e.g. Visual.ly)

20. Webinars
 Live online seminars
 Exclusive (limited seats),
scheduled and live (important
information), interactive (build
connections), create value
(educational)
 Special promotion & drives
traffic
 Used by: Unbounce

21. SEO – Content & Code
 Create content + become an
authority in your topic + rank higher
on keywords
 Content: Produce quality content
over a period of time
 Code: Optimize links with keywords,
H1 tags labelled, updated sitemap,
use Schema.org tags for content
 Used by: Udemy by transcribing
course videos into text for SEO

22. Social Media
 Twitter, Facebook, Tumblr
 Know your audience
 Focus on long-term value building,
engagement, interesting content
 Leverage as a customer support
tool
 Amplify content from other tactics
 Used by: Skittles + shows every
mention of the word "Skittles' on
their Twitter homepage

23. Contests
 Drive new traffic to your product
 Give away meaningful prizes –
experiences, goods & services
 Hand out 1st
, 2nd
& 3rd
place prizes
 Generate lots of noise online on
your channels when winners are
announced
 Used by: AppSumo

24. App Marketplaces
 New channels: Apple App Store, Google Play
Store
B2C App Marketplaces:
 Your company made an app for a consumer
 Tips: Reviews matter, great screenshots,
careful app naming, wide channel promotion
B2B App Marketplaces:
 Your product can be used for business
 Tips: Promote across your other channels,
integrate with other products, reviews &
screenshots matter
 Used by: Salesforce – AppExchange - B2B app
marketplace

25. Push Tactics
More aggressive attention seeking
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

26. Purchase Ads
 Understand the ad platform network options:
 Mainstream (Facebook, Google Ad Words)
 Corporate (LinkedIn)
 Niche (target specific verticals
withcarbonads.net or decknetwork.net)
 Mobile Users Only (tapjoy.com)
 Retargeting = the ability to track users to your
site & show your ads only to those people as
they browse around online (adroll.com,
perfectaudience.com or retargeter.com)
 Tips: Have a strategy, learn the technicalities
of the platform, use various and multivariate
testing

27. Cross-Promotions
 Cross promote with other
companies already serving your
target demographic
 Swap Facebook posts, tweets,
email messages, ‘sponsored by’ e-
newsletter, ad space, pre-roll
video swap, or giveaways

28. Product Tactics
Friends invite users to use your product
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

29. Network Invitations – Email Contacts
 Import your email
addresses
 Build your initial website
or app traffic
 Used by: LinkedIn

30. Network Invitations – Social Contacts
 Use Facebook Connect
as your product login
 Fewer clicks & less friction
for end user
 Ask them to invite their
friends later
 Used by: Facebook

31. Social Sharing Strategy
 Make it easy for users to
share each & every post
with your social connections
 Use code snippets can be
copied onto your site’s
code
 Think of where your traffic
comes from – leverage
those sites
 Used by: Blogs

32. Questions?
Thank You!
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Keep In Touch!

33. Sources
For Nerdy, In-Depth Knowledge

34. Sources – 1
Digital Marketing Trends:
http://www.cmo.com/slide-shows/slide_show_11_top_ma.html
http://www.forbes.com/sites/onmarketing/2014/12/18/five-digital-marketing-predictions-that-
fizzled-in-2014/
http://www.business2community.com/digital-marketing/12-mistakes-digital-marketers-shouldnt-
make-2015-01114730
http://www.business2community.com/digital-marketing/can-2014-digital-marketing-trends-
inform-2015-marketing-strategy-01107715
http://www.clickz.com/clickz/column/2386659/10-digital-marketing-predictions-for-2015
http://www.mediapost.com/publications/article/241394/what-digital-marketers-can-expect-in-
2015.html
http://www.businessandleadership.com/small-business/item/48967-ten-digital-marketing-resol
http://vsr.edgl.com/reseller-news/15-Digital-Marketing-Trends-for-201597496
http://www.sociallystacked.com/2014/12/2015-digital-marketing-trends-infographic/

35. Sources – 2
Cross Promotions:
http://www.inc.com/magazine/19970601/1259.html
Facebook Predictions:
http://www.insidefacebook.com/2014/12/23/2015-digital-marketing-predictions-for-facebook/
Growth Hacking:
http://www.quicksprout.com/the-definitive-guide-to-growth-hacking/
https://growthhackers.com/
Infographics:
http://blog.hubspot.com/marketing/best-infographics-2014
http://www.entrepreneur.com/article/240895

36. Sources – 3
Mobile First Design:
http://moboom.com/blog-post/what-is-mobile-first-design-and-why-should-i-
care/e14c121f-f539-aa88-23a1-5217e7b71283
http://designshack.net/articles/css/mohttp://ow.ly/H719V bilefirst/
Responsive Web Design:
http://blog.digitaltutors.com/mobile-first-vs-responsive-web-design/
http://designmodo.com/responsive-design-vs-mobile-website-vs-app/
Social Media Integration:
http://webdesignledger.com/inspiration/55-examples-of-beautifully-integrated-social-
media-links-in-web-design