First Principals of Growth Hacking at Lean Mindset

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My slide deck from Lean Mindset on 3.25.14. I touch on these subjects: - How to use pay per click marketing to validate your hypothesis before investing in content and search - How to use quantitative and qualitative data to clarify your buyer personas - Why it's important to have appropriate CTAs at different points in your funnel - How to tackle common growth challenges: Low conversion rate, high churn rates and how referral rates

Marketing

@mkfrench@mkfrench
First Principals of Growth
Hacking
Meagan French
MeaganFrench.com
Freelance growth hacker
@mkfrench

@mkfrench
What happens when someone
comes to your website
Buy
Now!
Visitors Profit
?
?
?
?
Value proposition CTAs
Pricing
Copy
Features

@mkfrench
Where Growth Hackers Come in
Source:
Andreas Klinger
Marketing!!

@mkfrench
PPC: a fast way to test your
assumptions

@mkfrench
Use PPC before investing in
SEO & content
Test!$ $$$

@mkfrench
Use PPC to Validate Features
vs
+ 20% CTR
Winner!!

@mkfrench
Quality =
Volume * CPC * # of months bid- Results
Use Competitor’s Data

@mkfrench
Set Up Micro-Conversions
= More Data

@mkfrench
Buyer Personas
Founder
Male, 37
Challenges:
Focusing on growth
Managing project efficiently
Too much to do/scattered
Follow through on projects

@mkfrench
Knowing your customers
Internal data (Analytics, Adwords etc):

@mkfrench
=
Attract, know and retain your
customers

@mkfrench
Aligning your CTAs
Awareness
≠

@mkfrench
When your CTA’s are not aligned
Source: iacquire.com

@mkfrench
Visitors are afraid of commitment

@mkfrench
Clear CTAs
Awareness = Sign up for email list
Discovery = Sign up for a free plan
Conversion = Sign up for paid plan
Retention = Log in
Referral = Invite friends, save 25%

@mkfrench
Idonethis.com
=
50,000 Email Subscribers
5 million users

@mkfrench
How to find the leaks
(Get this worksheet at MeaganFrench.com)

@mkfrench
A/B Testing
+ 28% in social shares
Source: Optimiziley

@mkfrench
Affiliate Marketing
Source: CraftHabit.com

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