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GROWTH HACKING
WORKSHOP 🚀
MARYNA BURUSHKINA
FOUNDER @ GROWTH CHANNEL
25 AUGUST 5:40 PM GST
•EVALUATE CURRENT MARKETING INITIATIVES
•DO A FULL AUDIT THAT DETERMINES YOUR BEST SOURCES OF LEADS, TRAFFIC, AND PAGE VIEWS. FIGURE OUT
WHICH CHANNELS ARE WORKING FOR YOU.
•SET ACHIEVABLE GOALS
•DETERMINE WHERE YOU'D LIKE TO IMPROVE THESE NUMBERS, AND START TO THINK ABOUT HOW YOU CAN DO SO.
•PLAN EXPERIMENTS TO TEST YOUR HYPOTHESES
•COME UP WITH TWO, THREE, FOUR, OR TWELVE WAYS OF TESTING YOUR THEORIES, AND HOW YOU CAN REACH
YOUR GOALS.
•LET IT RUN
•EXPERIMENT UNTIL YOUR RESULTS ARE STATISTICALLY SIGNIFICANT. YOU CAN ALSO CONTINUE OPTIMIZING UNTIL
YOU REACH YOUR GOALS.
•DOCUMENT YOUR WINNING RESULTS
•GROWTH HACKING IS ALL ABOUT IMPROVING WHAT YOU ALREADY HAVE. IF YOU COME UP WITH A GAME-
CHANGING TACTIC, SPREAD THE WORD.
STEP BY STEP TO GROWTH HACKING
•PICK THE RIGHT SET OF METRICS
• PICK A LEADING INDICATOR OF REVENUE AND REPEAT BEHAVIOR.
DON’T PICK A VANITY METRIC (LIKE APP DOWNLOADS). IF IT’S A
MARKETPLACE WITH TWO SIDES YOU NEED TO HAVE METRICS
FOR BOTH THE SUPPLY AND THE DEMAND SIDE.
•PICK THE RIGHT PERIOD FOR YOUR
COHORT
• THIS WILL BE TYPICALLY BE A DAY, A WEEK, OR A MONTH
DEPENDING ON THE BUSINESS (SHORTER TIME PERIODS
TYPICALLY MAKE SENSE FOR YOUNGER BUSINESSES, AND
LONGER ONES FOR MORE MATURE BUSINESSES).
•IDENTIFY AN INTIAL USER ACTION
WITHIN PERIOD 1
• 100% OF THE INSTALL BASE TAKES SOME ACTION THAT IS A
LEADING INDICATOR FOR REVENUE.
•IDENTIFY A FOLLOW-ON USER ACTION
IN PERIOD 2
• CALCULATE THE % OF INSTALL BASE THAT IS STILL ENGAGING IN
THAT ACTION AT PERIOD 2 (THE FOLLOWING DAY, WEEK, MONTH,
OR YEAR)
IMPORTANT
•PICK THE RIGHT SET OF METRICS
• PICK A LEADING INDICATOR OF REVENUE AND REPEAT BEHAVIOR.
DON’T PICK A VANITY METRIC (LIKE APP DOWNLOADS). IF IT’S A
MARKETPLACE WITH TWO SIDES YOU NEED TO HAVE METRICS
FOR BOTH THE SUPPLY AND THE DEMAND SIDE.
•PICK THE RIGHT PERIOD FOR YOUR
COHORT
• THIS WILL BE TYPICALLY BE A DAY, A WEEK, OR A MONTH
DEPENDING ON THE BUSINESS (SHORTER TIME PERIODS
TYPICALLY MAKE SENSE FOR YOUNGER BUSINESSES, AND
LONGER ONES FOR MORE MATURE BUSINESSES).
•IDENTIFY AN INTIAL USER ACTION
WITHIN PERIOD 1
• 100% OF THE INSTALL BASE TAKES SOME ACTION THAT IS A
LEADING INDICATOR FOR REVENUE.
•IDENTIFY A FOLLOW-ON USER ACTION
IN PERIOD 2
• CALCULATE THE % OF INSTALL BASE THAT IS STILL ENGAGING IN
THAT ACTION AT PERIOD 2 (THE FOLLOWING DAY, WEEK, MONTH,
OR YEAR)
IMPORTANT
HOW CAN WE USE TECHNOLOGY
TO MAKE BETTER MARKETING DECISIONS
AND GET ACCESS TO CREATIVE INTELLIGENCE
THE GOLDEN QUESTION
ALLOCATE RESOURCES ONLY TO WHAT HAD BEEN PROVEN TO
WORK, THEREBY INCREASING DIGITAL MARKETING ROI.
ELIMINATING GUESSWORK, GATHERING AND ANALYSING
ENORMOUS VOLUMES OF DATA, AND OPTIMALLY
LEVERAGING THE RESULTING INSIGHTS.
Harvard Business Review
A PIECE OF WISDOM
HOW TO APPLY GROWTH HACKING
INTO YOUR MARKETING PROCESS
HOW TO EFFECTIVELY APPLY
SECONDARY DATA TO CONSTRUCT A
MORE PRECISE MARKETING PLAN
HOW TO USE AI TO
EFFECTIVELY PLAN YOUR
MARKETING ACTIVITIES
Source: https://medium.com/marketing-innovation-growth-hacking/ai-marketing-trends-to-watch-out-for-in-2020-438abd6f4633
‘Open source growth marketing platform’ for marketing, sales, and customer service
ERXES.IO
Discover best performing Facebook ads for your niche and instantly replicate them
ADVERTSUITE
Discover the impact of marketing channels and allocate your budget towards the best
performing ones.
INFINI GROW
AUTOMATED SEARCH OPTIMISATION
RankScience — SEO split testing powered by AI.
BrightEdge — real-time research, recommendations, and rankings for SEO.
Keyword Planner ROI — automatically calculate ROI inside Google Keyword Planner
(Chrome browser extension).
OTHER TOOLS:
DYNAMIC CONTENT & CONTENT OPTIMIZATION
Phrasee — AI that specialises in language generation for email marketing, push and
Facebook copy through Natural Language Generation system.
Segmentify — tracks and targets individual website visitors according to their unique
online buying habits. Using this combined data, Segmentify makes personalised
product recommendations according to the unique preferences of your customers.
Atomic AI — zeroes in on the most important phrases in your content and rewrites them
to boost conversions.
Hyperise — create personalized images in minutes for all your marketing channels.
Abyssale — automated banner ads generation platform.
Lemlist — cold outreach email platform with personalized images and videos
generation.
OTHER TOOLS:
HOW TO EFFECTIVELY APPLY
SECONDARY DATA TO CONSTRUCT A
MORE PRECISE MARKETING PLAN
HOW TO APPLY GROWTH
HACKING INTO YOUR
MARKETING PROCESS
HOW TO USE AI TO EFFECTIVELY
PLAN YOUR MARKETING ACTIVITIES
1. TEST
2. OPTIMIZE
3. LEARN
4. REPEAT
Source: https://medium.com/@growthchannel/16-best-growth-hacking-tips-from-rising-tech-startups-f56f1d566dc7
MY RECENT LEARNINGS: MOST FAVOURITE GROWTH HACKING TACTICS
Ask friends to search,
download, use 7 review
your mobile app
Make users invite 3 friends
each, in order to get
access for closed beta
Landing page CTA for beta:
"Get Your Invitation” instead of
“Get access” or “Get started”
Focus on
Benefits vs.
Features
Use
personalized
videos in emails
Use Sniper Link
Technique for email
confirmations
Layer target audience
interests in Facebook
Ads (5-7)
INSTANT CONTENT A/B TESTING & OPTIMIZATION
Neuro Flash Tester - test your copy before publishing based on consumer sentiment
OTHER GOOD TOOLS FOR EXPERIMENTING
Google Optimize Optimizely HubSpot / Other CRM
Unbounce Crazy Egg
YOUR FREE GROWTH EXPERIMENTATION TEMPLATE
Get it on Growth Channel website: https://growthchannel.io/growth-hacking-template
HOW TO EFFECTIVELY
APPLY SECONDARY DATA TO
CONSTRUCT A MORE
PRECISE MARKETING PLAN
HOW TO USE AI TO EFFECTIVELY
PLAN YOUR MARKETING ACTIVITIES
HOW TO APPLY GROWTH HACKING
INTO YOUR MARKETING PROCESS
INDUSTRY
SEGMENT
BUSINESS FOCUS
GEOGRAPHY
TARGET CUSTOMER
ACTUAL CUSTOMER
WEB ANALYTICS
BUDGET
COMPETITION
USP
…
AI GENERATED EXAMPLE
HOW GROWTH CHANNEL DOES IT
OBJECTIVES
GROWTH CHANNEL
Get personalized marketing plan generated by AI.
27
OR MANUALLY SEARCH MARKETING RESOURCES
AVAILABLE IN GROWTH LIBRARY
Source: https://growthchannel.io/growth-library/
INDUSTRY
SEGMENT
BUSINESS FOCUS
GEOGRAPHY
TARGET CUSTOMER
ACTUAL CUSTOMER
WEB ANALYTICS
BUDGET
COMPETITION
USP
…
OBJECTIVES
INDUSTRY
RESOURCES FOR INSPIRATION
▸ Growth.Design
▸ Indie Hackers Growth Bites
▸ Growth Tribe Academy
▸ MarketingExamples.com
▸ YC Growth Guide
▸ SaaS Growth Hacks Facebook group
RESOURCES FOR INSPIRATION
My fav consolidations are posted in Growth Channel
Communities:
▸ Growth Hacking Strategies,
Techniques, Best Practices and
Case Studies
▸ Growth Channel Talk
MARYNA@GROWTHCHANNEL.IO
TWITTER: @MARYNASIFE
GROWTHCHANNEL.IO

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STEP 2020: Growth Hacking Workshop

  • 1. GROWTH HACKING WORKSHOP 🚀 MARYNA BURUSHKINA FOUNDER @ GROWTH CHANNEL 25 AUGUST 5:40 PM GST
  • 2.
  • 3.
  • 4. •EVALUATE CURRENT MARKETING INITIATIVES •DO A FULL AUDIT THAT DETERMINES YOUR BEST SOURCES OF LEADS, TRAFFIC, AND PAGE VIEWS. FIGURE OUT WHICH CHANNELS ARE WORKING FOR YOU. •SET ACHIEVABLE GOALS •DETERMINE WHERE YOU'D LIKE TO IMPROVE THESE NUMBERS, AND START TO THINK ABOUT HOW YOU CAN DO SO. •PLAN EXPERIMENTS TO TEST YOUR HYPOTHESES •COME UP WITH TWO, THREE, FOUR, OR TWELVE WAYS OF TESTING YOUR THEORIES, AND HOW YOU CAN REACH YOUR GOALS. •LET IT RUN •EXPERIMENT UNTIL YOUR RESULTS ARE STATISTICALLY SIGNIFICANT. YOU CAN ALSO CONTINUE OPTIMIZING UNTIL YOU REACH YOUR GOALS. •DOCUMENT YOUR WINNING RESULTS •GROWTH HACKING IS ALL ABOUT IMPROVING WHAT YOU ALREADY HAVE. IF YOU COME UP WITH A GAME- CHANGING TACTIC, SPREAD THE WORD. STEP BY STEP TO GROWTH HACKING
  • 5. •PICK THE RIGHT SET OF METRICS • PICK A LEADING INDICATOR OF REVENUE AND REPEAT BEHAVIOR. DON’T PICK A VANITY METRIC (LIKE APP DOWNLOADS). IF IT’S A MARKETPLACE WITH TWO SIDES YOU NEED TO HAVE METRICS FOR BOTH THE SUPPLY AND THE DEMAND SIDE. •PICK THE RIGHT PERIOD FOR YOUR COHORT • THIS WILL BE TYPICALLY BE A DAY, A WEEK, OR A MONTH DEPENDING ON THE BUSINESS (SHORTER TIME PERIODS TYPICALLY MAKE SENSE FOR YOUNGER BUSINESSES, AND LONGER ONES FOR MORE MATURE BUSINESSES). •IDENTIFY AN INTIAL USER ACTION WITHIN PERIOD 1 • 100% OF THE INSTALL BASE TAKES SOME ACTION THAT IS A LEADING INDICATOR FOR REVENUE. •IDENTIFY A FOLLOW-ON USER ACTION IN PERIOD 2 • CALCULATE THE % OF INSTALL BASE THAT IS STILL ENGAGING IN THAT ACTION AT PERIOD 2 (THE FOLLOWING DAY, WEEK, MONTH, OR YEAR) IMPORTANT
  • 6. •PICK THE RIGHT SET OF METRICS • PICK A LEADING INDICATOR OF REVENUE AND REPEAT BEHAVIOR. DON’T PICK A VANITY METRIC (LIKE APP DOWNLOADS). IF IT’S A MARKETPLACE WITH TWO SIDES YOU NEED TO HAVE METRICS FOR BOTH THE SUPPLY AND THE DEMAND SIDE. •PICK THE RIGHT PERIOD FOR YOUR COHORT • THIS WILL BE TYPICALLY BE A DAY, A WEEK, OR A MONTH DEPENDING ON THE BUSINESS (SHORTER TIME PERIODS TYPICALLY MAKE SENSE FOR YOUNGER BUSINESSES, AND LONGER ONES FOR MORE MATURE BUSINESSES). •IDENTIFY AN INTIAL USER ACTION WITHIN PERIOD 1 • 100% OF THE INSTALL BASE TAKES SOME ACTION THAT IS A LEADING INDICATOR FOR REVENUE. •IDENTIFY A FOLLOW-ON USER ACTION IN PERIOD 2 • CALCULATE THE % OF INSTALL BASE THAT IS STILL ENGAGING IN THAT ACTION AT PERIOD 2 (THE FOLLOWING DAY, WEEK, MONTH, OR YEAR) IMPORTANT
  • 7.
  • 8. HOW CAN WE USE TECHNOLOGY TO MAKE BETTER MARKETING DECISIONS AND GET ACCESS TO CREATIVE INTELLIGENCE THE GOLDEN QUESTION
  • 9. ALLOCATE RESOURCES ONLY TO WHAT HAD BEEN PROVEN TO WORK, THEREBY INCREASING DIGITAL MARKETING ROI. ELIMINATING GUESSWORK, GATHERING AND ANALYSING ENORMOUS VOLUMES OF DATA, AND OPTIMALLY LEVERAGING THE RESULTING INSIGHTS. Harvard Business Review A PIECE OF WISDOM
  • 10. HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES
  • 12. ‘Open source growth marketing platform’ for marketing, sales, and customer service ERXES.IO
  • 13. Discover best performing Facebook ads for your niche and instantly replicate them ADVERTSUITE
  • 14. Discover the impact of marketing channels and allocate your budget towards the best performing ones. INFINI GROW
  • 15. AUTOMATED SEARCH OPTIMISATION RankScience — SEO split testing powered by AI. BrightEdge — real-time research, recommendations, and rankings for SEO. Keyword Planner ROI — automatically calculate ROI inside Google Keyword Planner (Chrome browser extension). OTHER TOOLS:
  • 16. DYNAMIC CONTENT & CONTENT OPTIMIZATION Phrasee — AI that specialises in language generation for email marketing, push and Facebook copy through Natural Language Generation system. Segmentify — tracks and targets individual website visitors according to their unique online buying habits. Using this combined data, Segmentify makes personalised product recommendations according to the unique preferences of your customers. Atomic AI — zeroes in on the most important phrases in your content and rewrites them to boost conversions. Hyperise — create personalized images in minutes for all your marketing channels. Abyssale — automated banner ads generation platform. Lemlist — cold outreach email platform with personalized images and videos generation. OTHER TOOLS:
  • 17. HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES
  • 18. 1. TEST 2. OPTIMIZE 3. LEARN 4. REPEAT
  • 20. MY RECENT LEARNINGS: MOST FAVOURITE GROWTH HACKING TACTICS Ask friends to search, download, use 7 review your mobile app Make users invite 3 friends each, in order to get access for closed beta Landing page CTA for beta: "Get Your Invitation” instead of “Get access” or “Get started” Focus on Benefits vs. Features Use personalized videos in emails Use Sniper Link Technique for email confirmations Layer target audience interests in Facebook Ads (5-7)
  • 21. INSTANT CONTENT A/B TESTING & OPTIMIZATION Neuro Flash Tester - test your copy before publishing based on consumer sentiment
  • 22. OTHER GOOD TOOLS FOR EXPERIMENTING Google Optimize Optimizely HubSpot / Other CRM Unbounce Crazy Egg
  • 23. YOUR FREE GROWTH EXPERIMENTATION TEMPLATE Get it on Growth Channel website: https://growthchannel.io/growth-hacking-template
  • 24. HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS
  • 25. INDUSTRY SEGMENT BUSINESS FOCUS GEOGRAPHY TARGET CUSTOMER ACTUAL CUSTOMER WEB ANALYTICS BUDGET COMPETITION USP … AI GENERATED EXAMPLE HOW GROWTH CHANNEL DOES IT OBJECTIVES
  • 26. GROWTH CHANNEL Get personalized marketing plan generated by AI.
  • 27. 27 OR MANUALLY SEARCH MARKETING RESOURCES AVAILABLE IN GROWTH LIBRARY Source: https://growthchannel.io/growth-library/ INDUSTRY SEGMENT BUSINESS FOCUS GEOGRAPHY TARGET CUSTOMER ACTUAL CUSTOMER WEB ANALYTICS BUDGET COMPETITION USP … OBJECTIVES INDUSTRY
  • 28. RESOURCES FOR INSPIRATION ▸ Growth.Design ▸ Indie Hackers Growth Bites ▸ Growth Tribe Academy ▸ MarketingExamples.com ▸ YC Growth Guide ▸ SaaS Growth Hacks Facebook group
  • 29. RESOURCES FOR INSPIRATION My fav consolidations are posted in Growth Channel Communities: ▸ Growth Hacking Strategies, Techniques, Best Practices and Case Studies ▸ Growth Channel Talk