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Taylor Ryan - Growth Hacking - What they don't teach you in school

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Growth Hacking Presentation Slides from my hour long Presentation:

Growth Hacking isn't taught in school.
It's learned by doing the work and from other growth hackers.

What is Growth Hacking?
Growth hacking is the art of modern savvy marketing using clever tools, optimized processes, and more data to get bigger; more measurable results from shorter processes.

Who should attend?
Anyone interested in getting better at marketing. Scaling any bootstraped startup can be challenging when you're starting at zero. With very few events directly geared towards pure marketing strategy and growth, with learning in mind.

It's time to give the Copenhagen Startup scene some value.

Seats are limited!!! Sign up now to secure your seat!


Is the event Free?
YES.

Shedule:

5:30 Taylor Ryan - Growth Hacking Social Media:
Viral Content Strategy + Social Media Hacks

6:45 Beatrice Carraro - Video SEO:
Tricks for crushing your competitors and ranking on yotuube

7:15 Casper Rouchman - SEM Optimization + Growth hacking:
Small Changes = Big Results

8:00: Questions + Networking

Speakers:
Taylor Ryan, CMO of Valuer.ai
American Growth Hacker, Author, Co-founder of 5 startups, and speaker
Consulted on SEO/SEM for 5+ years in the Washington, DC area

Beatrice Carraro of Trust Pilot
Content Creator + Blogger + Vlogger + Creative Problem Solver

Casper Rouchman: Traffic Manager of Templafy
What happens when you mesh a young digital native, a strong marketing interest and a salesperson? You get Casper - a growth hacker with a mission. 27 years, Traffic Manager @ Templafy and side hustler with a big H.

Seats are filling up quickly! Reserve yours now!

BIG SPECIAL THANKS TO THE EVENT SPONSOR AND LOCAL HOST:
https://www.conferize.com/

Conferize is Copenhagen based event solution platform that allows people to create an event website, sell tickets & build a social community – all in one place.

Become an agent for Valuer:
http://jointhehunt.co/

Published in: Marketing
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Taylor Ryan - Growth Hacking - What they don't teach you in school

  1. 1. $ $ $ Viral Content Strategy + Social Media Hacks Taylor Ryan CMO, Valuer.ai Strategies, Tools, and Guide
  2. 2. About me 2 I've co-founded 5 startups Current the CMO of a venture backed Ai Company – Valuer.ai 12+ years experience Published a few marketing ebooks Consulted on SEO/SEM for 5+ years Mentor, startup junkie, technical marketer, and growth hacker CMO, Valuer.ai Aboutme
  3. 3. Fun Fact 3 I was on an American Reality Show: House Hunters International FunFact
  4. 4. We NEED You! We’re looking for 10-20 agents for the Tech BBQ event Free Ticket! Help us represent the brand, meet startups, get in free (Tickets Cost - 1.112 DKK) SEPT 24-25 - 2018 Monday + Tuesday in CPH Sign up at: http://jointhehunt.co Becomean Agent Here’s your chance!
  5. 5.  Event Software Create events. Sell tickets. Get your community talking. About 5 Shout out to Conferize
  6. 6. Agenda What’s growth hacking? SoMe Content Strategy SoMe Algorithms Linkedin Facebook Why are you here? 01 02 03 Understanding you before we start Definition Types of content + how to Algorithms are changing Techniques to boost engagement Boost engagement / increase likes 04 05 06 6What we’re talking about today
  7. 7. Agenda Instagram Pinterest Wrap upTwitter 07 08 09 Influencers + engagement Tools + How to Tips Conclusion 10 7 What we’re talking about today
  8. 8. My Goal For Today Provide Value.
  9. 9. Whyareyou here 9Why are you here
  10. 10. Growth hacking is a process of rapid experimentation across marketing funnels, product development, sales segments, and other areas of the business to identify the most efficient ways to grow a business. What is Growth Hacking? 10 GrowthHacking
  11. 11. Bootstrapped ways to drive traffic and growth outside of traditional methods. What is Growth Hacking? 11 GrowthHacking
  12. 12.  Content  PR / Amplification  SEO  SEM  Social Media  Email Marketing  Website Design  CRO / UX  Automation  Onboarding Marketing is about understanding systems 12 Building Experience
  13. 13. 13 SoMeContent Strategy SoMe Content Strategy
  14. 14. 14 The best marketers are story tellers. You’re compelled to want more. SoMeContent Strategy SoMe Content Strategy
  15. 15. Content is King 105+ types of content http://www.convinceandconvert.com/conte nt-marketing/content-to-fill-calendar/ 15 SoMeContent Strategy
  16. 16. The why behind the why Content Strategy 16  Discovery  Awareness  Legitimizes your business + expertise Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
  17. 17. 17 Some Content Strategy SoMeContent Strategy
  18. 18. Buyer Personas  Who will buy this product / service  What are their pain points  What other interests they have  Most common questions  What is their life like?  What are the industry secrets?  What do people in your own industry struggle with understanding?  What other topics do people in your industry find interesting?  What do people in your industry have in common? 18
  19. 19. Content Strategy 19Marketing Funnel:
  20. 20. Content Strategy 20 Marketing Funnel:
  21. 21. Strive to make high-quality content Content Strategy 21 Practice makes perfect  Your 1st content piece won’t be as good as your 10th Don’t half-ass this stuff  People can tell when you don’t care
  22. 22. Truth 1 piece of content can change an entire industry and make a company millions Content Strategy 22
  23. 23. Content Strategy 23  Relevant  Improve the understanding / Context  Helps improve skimability  SEO  More sharable How Can I Create Good Visuals?
  24. 24. Content Strategy 24  Practice  Voice to text – Dictation.io or any other solution  Find someone who does! TheHub.com  Article writing services exist at $5 - $100 per article (fiverr, Konker, Upwork, etc)  Use a plagiarism checker like Content-watch.ru How Can I Write Good Text
  25. 25. Isn’t it hard to make videos? Content Strategy 25 Video Production:  The camera in your phone is better than most cameras 8 years ago  Every 13+ year old knows how to take video and edit it Equipment:  Your cell phone camera is good enough  Cheap microphones online  Create a rig with a LCD light for next to nothing
  26. 26. How Can I Create Good Videos? Content Strategy 26 Screen Capturing:  Camtasia, useloom, screenr, or google it  Video Editing:  iMovie, Premiere, Finalcut, Camtasia, etc
  27. 27. How Can I Create Good Videos w/out Footage? Content Strategy 27 Stock footage:  Storyblocks, slidely, dissolve Explainer  Powtoon, Go!Animate, Moovly, Rawshorts
  28. 28. I don’t have time… GTFO  Sit down once a month  Cover three broad topics  Make video + take pictures - then chop it up  Write short summaries  Then schedule it out: Natively for FB / LI for Video  Write 1-2 weeks worth of statuses in 1 sitting Content Strategy
  29. 29. Curationworks 29 Curation  Stealing the best content  News / Industry blogs  Relevance for your audience
  30. 30. Curationworks 30 Posting tools  Automate  Bulk create  Bulk upload / Schedule
  31. 31. SocialMedia 31 Social Media
  32. 32. SocialMedia 32 We’re all on it, all the time …But it doesn’t mean we’re experts. Social Media
  33. 33. SoM e Social media 33  Algorithms how they work  B2B vs B2C  C Level Executives notice when it’s not there  Not one size fits all  What platform does your audience use the most?
  34. 34. Your posts are like samples at a buffet 34 AlgorythmsAlgorythms  Your post is exposed to >10% of your connections  Early engagement = more value  Each type of engagement is weighted differently
  35. 35. Meaningful Engagement is EVERYTHING 35 AlgorythmsAlgorythms  All social networks are pushing for “meaningful engagement”  More success = more success + exposure
  36. 36. Other trends: 36  Original Video/visual content is prioritized*  Links are the least valuable = less time on site  Correlation between SERP rankings and SoMe engagement  IT CHANGES AlgorythmsAlgorythms
  37. 37. What not to do: Engagement Bait 37  Vote baiting / React baiting  Share Baiting  Tag Baiting  Comment Baiting  Working on: Clickbait headlines + Bad UX on linked pages AlgorythmsAlgorythms
  38. 38. Want to see some crazy shit? 38  Fake account  Posting the same rotation of 50 stolen videos  4-8 videos per hour throughout the day  Different tags / descriptions  Re-post same video with most engagement within the hour  Attractive model -> creates clicks  Good job title  Profile visits = page visits = traffic on site https://www.linkedin.com/in/anastasia-morozova/ AlgorythmsAlgorythms Can you hack the algorithm… yes
  39. 39. Linkedin 39 Linkedin
  40. 40. Details Linkedin 40 SoMe  Ideal post length 25 words*  1,300 characters - status update limit  1.8M groups… not engaging… yet  Demographics – right for some, not for others
  41. 41. SoMeLinkedin 41  Best for B2B  Broetry  Algo updates are all about “meaningful engagement”  Articles + Groups are a waste*  Mobile is important! SoMe
  42. 42. SoMeLinkedin 42  Timing is everything!  Providing value  Narratives + insights SoMe How to Increase engagement
  43. 43. SoMeLinkedin 43  Video works, URL links don’t  Engage with influencers + tagging  Use hashtags – target industry / titles  Emojis  Posts from C-level SoMe How to Increase engagement
  44. 44. SoMeLinkedin 44  Post blog summaries as “articles” and link to URL  Use Custom audiences to hyper-target clients with linkedin SEM  Get a slack group with like-minded marketers and drop links that everyone comments and shares  Improve your profile (optimization guides everywhere)  Ghost write for c-level execs  Follow competitors + influencers with good content SoMe Random Additional tips
  45. 45. 45 Facebook
  46. 46. SoMeFacebook 46SoMe  Better for B2C  Best deal on SEM  Average time per visit is 20 mins  50 minutes per day average surfing time  Most active network
  47. 47. SoMeFacebook 47 SoMe  Ideal length 40 characters  Tag companies  63.206 characters max  1-2 hashtags help*  Emoji’s increate engagement  Before “read more” appears – 400 characters
  48. 48. SoMe Facebook 48  Using fake likes is a waste  Targeted Boosting sucks but works after you’ve built an audience  The best platform for growing SoMe
  49. 49. Facebook 49SoMe Growing organic followers from 0 is HARD How did you think people got to your page?  Via a link on your website  Shares from a piece of content  Other SoMe (groups)  Friends engagement  Next to impossible without SEM + Boosts
  50. 50. Facebook 50SoMe  Create Targeted Campaigns based on Engagement on Ads Manager Instead, grow your audience with SEM  Create an engagement Campaign -> Page likes
  51. 51. Facebook 51SoMe Segments / Targeting  Select for page likes  Set daily budget – start low ($10 works) Create targeted campaigns for page likes
  52. 52. Facebook 52SoMe Segments / Targeting  Create a custom audience  Target specific (European) countries, then select your competitors (interest) Create targeted campaigns for page likes
  53. 53. Facebook 53SoMe Campaigns  Test 6 different images  Carousels + video work best  Question or statement that sparks interest  Value proposition and benefit to the audience  Call to action Test out campaigns
  54. 54. Facebook 54SoMe  1st day: boost the post to your own audience = “warm audience”  2nd day: boost post to people who like your page and their friends = “warm audience”  3rd day: boost post to people you choose through targeting = “cold audience” Boosting Posts Only boost your best stuff!!!  $1-$5
  55. 55. 55 Twitter
  56. 56. SoMe Twitter 56  Mix of everything  Best way to get in touch with MAJOR influencers  I’ve never been a huge fan, but it can drive traffic  Influencers are out of their minds SoMe
  57. 57. SoMeTwitter 57 SoMe  Ideal length 70-100  280 max  RT takes out 24  1-2 hashtags
  58. 58. SoMe Example of it working 58  Crazy stuff works on here  Be playful + complimentary  Don’t go in for the ASK right away SoMe Twitter
  59. 59. SoMe Twitter 59  Engage with influencers  Research on medium sized folks  Engage and provide value SoMe
  60. 60. 60 Instagra m
  61. 61. SoMe Instagram 61  Best for B2C  Best for younger demographic  Fashion, apparel, and lifestyle brands work  Influencers are out of their minds SoMe
  62. 62. SoMeInstagram 62  10+ hashtags is okay  Research relevant hashtags  Engage directly with brands  Like and comment on big infleuncers  Do shit for free  Fashion, apparel, and lifestyle tagged  Repost in stories  Boost via facebook ads manager SoMe
  63. 63. SoMe Pinterest 63  Best for B2C  Best for DIY + Infographics  Best ratio of creators vs users  Post all original visuals, infographics, SoMe posts SoMe
  64. 64. Warpup 64 Wrap up
  65. 65. Connect With Me 65 TR@valuer.ai Taylor Ryan Taylor RyanCMO, Valuer.ai
  66. 66. We NEED You! We’re looking for 10-20 agents for the Tech BBQ event Free Ticket! Help us represent the brand, meet startups, get in free (Tickets Cost - 1.112 DKK) SEPT 24-25 - 2018 Monday + Tuesday in CPH Sign up at: http://jointhehunt.co Becomean Agent Here’s your chance!
  67. 67. 67 Than kYou ..
  68. 68. Questions ? Questions?

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