Growth Hacking 101


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The process and tactics involved in creating rapid growth for your online business.

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Growth Hacking 101

  1. Growth Hacking101By: Greg LenzFounder, Reverse Information LLC
  2. What Is Growth Hacking?"Acquiring and engaging users combining traditionalmarketing and analytical skills with productdevelopment skills."-Josh Elman Head of Growth atTwitter"Growth hacking is acquiring, retaining, andmonetizing users more effectively. A growth hackeris an individual who can, from end-to-end, collectdata, ideate, plan, execute, and deploy thenecessary tactics and strategies to hit goals."-Matt Humphrey VP of Merchandise ReardenCommerece
  3. Growth Hacking Process...Heres what youll be looking at: -Attention -Acquisition -Engagement -Retention -Referral
  4. Think of a Door... Attention
  5. Attention What channels do you have available?-Social Media-SEO-Paid Search, Display, and Mobile-Retargeting-Inbound Marketing & Content Partnerships-Email-PR-Conferences and Teaching (Udemy & 37 Signals)
  6. Acquisition
  7. Acquisition-Social Credibility-Content Marketing-Landing Pages-Ebooks, Whitepapers, Reports-Free Consultation/Analysis-Webinars-Free Trials-Drip Campaigns
  8. EngagementEither with your product or your users
  9. Engagement This is where VIRALITY happens-Do you deliver a great experience? If not,why?-Observe power users and collect feedback-Iterate, Test, Measure, and Repeat-Identify the tipping point
  10. ReferralYou want this...
  11. Not This
  12. Referral Much of this comes from the value of your product... however-If your product is consumer facing, be DAMN sure it issharable via social networks-Instead of forms for ebooks, whitepapers, and webinars,enable "Pay With A Tweet" or a Facebook share-Enterprise: Content marketing is a MUST. Make sure yourhappy clients can refer you by sharing an interesting blogpost. (Speaking Engagements)
  13. Retention Awesome User ExperienceWhat patterns do your power users have in common?How to bring them back and guide their re-engagement:-Email-Mobile Push-Display Retargeting (Adroll, Retargeter, PerfectAudiencefor Facebook)
  14. Retention Example
  15. A Growth Hackers Responsibilities Test Measure Analyze
  16. Growth Hacking Process-Track: Determine what needs to be tracked-Understand: Look at data. Usage patterns.-Prioritize: Highest potential for growth-Design: Design features and flows-Build: Code and Deploy-Measure REPEAT
  17. Growth Hackers Primary Goal Steepen The Learning Curve So turn this...
  18. Into This...
  19. Growth Hackers are not Growth TeamsGrowth Hacker vs Growth Team 1976 NCAA Champion Indiana Hoosiers
  20. The DifferenceGrowth Hacker Growth Team-Broad Skills -Specialized Roles-ASAP -Process -Focus on culture-Grey Areas -Black and white-Guerilla Tactics
  21. Growth Team-Product Manager (Leader)-Designer-Developer-Data Scientist / Analytics Specialist-Copy Writer Total transparency amongst the team Ideas should come from everyone
  22. 2 Kinds of Growth Hackers Winner Zen-Volatile -Emotionless-Runs through -Detached frombrick walls outcome-Obsessed with -Focuses on themeeting the processgoal
  23. What does a growth hacker do?● Run social media● A/B Testing● Design banner ads● Create a company’s branding or logo● Observe Users CONSTANTLY● Generates ideas for consumer value propositions● Builds landing pages● Design new signup flows● Generate weekly email campaigns● Add alt tags to images for a tiny SEO boost● Guest Blog Posting● Manage an Adwords Account
  24. Growth Hacker Mindset Ideate by intuition...BUT● Data is everything● No sacred cows● Agnostic on method, religous on metric● ABT: Always Be Testing● Focus● Deliver user value ALWAYS
  25. Categorize Your Users-Super-High-Normal-Low Put your focus on moving users into the next category
  26. Path To Success Is 2 Steps Know Your Goal Find Leverage
  27. Know Your Goal Have one clearly stated measurable goal-10% Increase in Conversion Rate?-10% Increase in Email Signups?-1 Whitepaper Download/Visitor?-7 Demos Scheduled/100 Visitors?-Doubling time on site?-2 Referrals/User?-20% Increase in order size?
  28. Where are you getting that goal?Is it an industry average?An example: Lookcraft.comWent from 10 to 50% conversion to email byredesigning their process
  29. Lookcraft Homepage
  30. Determining a Good Goal-Spy on your competitors-Talk to friends in the industry-Monitor message boards (
  31. Find Your Points of Leverage-Facebook (7 Friends)-Twitter (30 Followers)-AirBNB (Craigslist)-Paypal ($10)-LivingSocial (3 Friends Buy = Free)-Hotmail (PS. I Love You)-Enterprise (CRO, Content Marketing, Events,Conferences)
  32. Advice to Growth Hackers-Go from hunch to metrics-A/B Test everything-Early results are not always conclusive-Embrace failure (1/8 tests drive change)-Do a retrospective on each test-Optimize for revenue not conversions-Never stop pushing...but Be patient
  33. Growth Hacking Tools Analytics:-Google Analytics (Free)-Mixpanel-Kissmetrics-Visual Website Optimizer-Optimizely
  34. Ad Spying-Moat (Banners & Free)-WhatRunsWhere (Banners and LandingPages)-Mixrank (Banners and Landing Pages)-Adbeat (Banners)-SocialAdNinja (Fbook Ads)-SEMRush (SEO & PPC)-SpyFu (SEO & PPC)-KeywordSpy (PPC)-iSpionage (PPC)
  35. Cheap Banners, Fbook Ads, and Landing Pages-Fiverr-Odesk-Elance-WarriorForums-99Designs
  36. Cheap Ad Networks-SiteScout (Banners)-ClickCertain (Banners)-BuySellAds (Banners)-BuyAds (Banners)-DirectCPV (PPV)-MediaTraffic (PPV)-TrafficVance (PPV)-Google, Yahoo, Bing, AOL (PPC)
  37. Gathering Monkey-CrazyEgg
  38. Landing Page Testing-Unbounce-Instapage-LanderApp-Weebly (Free)-MaxInbound (Wordpress)-Premise (Wordpress)-OptimizePress (Wordpress)-Hubspot (Expensive but comprehensive)
  39. Email Autoresponders-Mailchimp (Free)-Aweber-GetResponse-Exact Target-iContact-VerticalResponse (Social, Email, and Survey)-Hubspot (Expensive but all inclusive)
  40. Growth Hackers Indy Schedule1) Display and CRO: Banners, LPs, and Copy2) Email Marketing3) Content Marketing & Social Media4) SEO: On page, Off page, & Linkbuilding6) Paid Search7) PPV & Affiliate Marketing
  41. Actionable Advice...Is there anything I can help you with?