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Marketers Guide to Growth Spurts

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How do some businesses manage to grow and scale like rocket ships and other companies can barely get someone to share their content?

This presentation will go through the key components of a growth strategy that are leveraged by some of the most successful brands online.

It will discuss audience acquisition tactics that businesses of all sizes can use to ensure the work they're doing leads to continual growth spurts.

Published in: Marketing
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Marketers Guide to Growth Spurts

  1. The Marketers Guide to Growth Spurts. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanaganhubspot.com
  2. Signup for Growth TL;DR “The best monthly tips, chosen by experts, with the important parts highlighted to help you put those tips into action” >> HTTP://BIT.LY/LEARNGROWTH <<
  3. Why should marketers care about growth hacking?
  4. Growth hacking is a mindset more than a toolset. @danmartell
  5. For marketers focused on growth, both the opportunities and challenges have never been greater.
  6. It’s a lot like money
  7. Making your first million is the hardest (so I hear)
  8. Once you’ve an established audience it’s a lot easier to make new things successful.
  9. #5 iTunes Podcast - Business
  10. So, let’s talk about GROWTH
  11. Marketers Guide to Growth Spurts Goals & Target Insights Experiment Promote Like Hell
  12. As a marketer, your goal should always begin with a question.
  13. Who is your dream customer?
  14. And what problem does your service or product solve?
  15. Slack is one of the fastest growing B2B companies of all time.
  16. With a goal of solving information overload in the office.
  17. Most knowledge workers lose 28% of their day or 2.1 hours to constant interruptions 
  18. Slack’s customers don’t know a solution exists.
  19. Our job is to understand what people think they want and translate the value of Slack into their terms @Stewart, Co Founder of Slack
  20. Uber is valued at $41 billion, and is still a privately owned company.
  21. Their goal was to simply transform the experience of getting a taxi.
  22. They started by giving free taxi rides at tech conferences in San Francisco.
  23. The experience was so good that word spread.
  24. In HubSpot our goal is to help businesses grow.
  25. We’re obsessed with solving the goals & challenges of our customers.
  26. It has helped us to grow pretty quickly as well. Over 15,000 customers and counting!
  27. Growth spurts happen when you understand the goal of your product or service and educate your ideal customer on how it solves their problems . @Searchbrat
  28. Growth hackers focus on clear targets
  29. “We set our goal for the year to getting 3,333 customers for our new course” – Noah Kagan
  30. Small marketing teams usually try to focus on too many targets at once.
  31. Get Visitors Get Leads Get SQLs Customers Visit to Lead % Lead to SQL % SQL to Customer %
  32. When HubSpot launches in a new country our initial focus is traffic & subscribers.
  33. It helps us focus on the right targets as we scale.
  34. Big marketing teams usually spend too much time on “best practice” and “strategy”.
  35. Get Visitors Get Leads Get SQLs Customers Visit to Lead % Lead to SQL % SQLto Customer %
  36. Growth spurts need constant execution against measurable targets. @Searchbrat
  37. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  38. Here is a dirty little secret …
  39. … not everything a marketer does will work.
  40. And sometimes what works surprises us
  41. But we can stack the cards in our favour by validating ideas before they ever go live.
  42. Subbuteo first promoted their game in Boys Own Paper in 1946.
  43. The game didn’t exist, but they still got 2,000 orders.
  44. Today, it has never been so easy for marketers to validate their ideas.
  45. Get a list of your competitors with SEMRush.
  46. Find what’s already been successful with their audience.
  47. Find what’s already been successful with their audience.
  48. Setup content alerts for competitors.
  49. Setup content alerts for competitors.
  50. Setup content alerts for competitors.
  51. It’s harder to attract a link than a social share.
  52. It’s harder to attract a link than a social share.
  53. You can do this for a particular domain.
  54. Have people left feedback on how that content can be improved?
  55. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  56. It means they’ve f**ked up a lot.
  57. Experiment with headlines.
  58. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
  59. We can see what’s working for competitors.
  60. Leverage the Curiosity Gap. Too vague, and I don’t want to click: Mitt Romney Says Something Bad, Again Too specific, and I don’t want to click. Mitt Romney Says, “I Want The Middle Class To Be Tied To The Roof Of My Car.” Ergo … You Will Not Believe What Mitt Wants To Do To You. From: Upworthy Slideshare
  61. Create variations of your headlines for both the blog and different social networks.
  62. Test on social media before your main “push”.
  63. Make your content more shareable.
  64. Make your content more shareable. There is a 19% increase in retweets when you include a quote.
  65. Make your content more shareable. There is a 17% increase in retweets when you include a stat.
  66. The Pop Up is back
  67. The YES or NO Persuasion Technique.
  68. The YES or NO Persuasion Technique.
  69. The Content Upgrade from Brian Dean.
  70. Try Longer-Form Content
  71. SERPIQ study found the average content length for a web page that ranks in top 10 is 2000 words.
  72. From looking at our own blog posts we’ve found longer posts have a positive impact on traffic.
  73. And the number of social shares they receive.
  74. And the number of links they receive.
  75. The Mini Case Study
  76. “Digging deep into data by scraping, cleansing and structuring it, filtering by mining for specific information, visualizing and making a story.”
  77. Take a topic that performs well, add real data & actionable takeaways
  78. Create 10X versions of content that has already been successful.
  79. Create awesome tools for your audience.
  80. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  81. Here comes the quick-fire round.
  82. Use Snip.ly to steal borrow other peoples content for your own gain
  83. Find trending content in your industry
  84. Share it and send traffic back to your site
  85. Or even better, start a FIRE.
  86. Create a social calendar based on when your social followers are most active.
  87. Followerwonk can find the times your Twitter followers are most active.
  88. Use Facebook insights to find days and times your fans are most active.
  89. Schedule your social updates when your followers are most active.
  90. Using the correct dimensions for images will help increase engagement on your updates. Tweets with visuals have 5x more engagement when compared to text-based tweets
  91. Promote your content to an existing fanbase
  92. Who has already shared content like this?
  93. Who has linked to content like this?
  94. What sites already have an audience for this topic?
  95. Finding email addresses has never been so easy
  96. Is your content newsworthy?
  97. Build a list of journalists interested in your topic.
  98. Now go forth and GROW! Goal & Target Insights Experiment Promote Like Hell
  99. Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google+: Search for “Kieran Flanagan:

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