Growth Hacking is finding out winning tactics and traffic sources that can outpeform the peer group by many times. In this session we will understand the process of Growth Hacking, and how one can find such growth hacks. Often Growth hacks are short lived, so one needs to continuouslly experiment and find new ones. This also covers best practices of Digital Marketing

1. By
Ravi Trivedi | @trivediravi | ravi@srijancapital.com

2. Venture Investor [US]
EquityAnalyst [US]
Digital Marketing [US]Online Division [US]
Startups, Investment, Technology
Operate Startups + Angel Investments [India]
Portfolio
Digital Marketing
Digital Marketing [India]
• Advised Companies on Growth [ India]
Software
Developer,
BizDev

3.  What is Growth Hacking ?
 Foundations for Growth Hacking
 Three Steps to a Quick Marketing Plan
▪ Some Conversion OptimizationTips
▪ FreeTools to Do Research & Analysis
B) DriveTraffic
 Best Practices/Hacks
▪ Organic & FreeTraffic
▪ PaidTraffic

4. Grow Rapidly with Limited Marketing Spend $$
 It is a process and mind-set, and not a one time only tactic.
 Remember, true Growth Hacks are short-lived. You need to
keep finding new ideas.
 Try ContrarianThinking [E.g. Facebook Like Campaign]
MarketingTactics that have Elements of Growth Hacking
 Inbound Marketing
 Conversation Marketing
 Organic Customer Acquisition

6.  What BusinessYou Are In ? [Twitter 140 char]
 Who are you Marketing to?
 Is ItTargeted Enough?
 Where can you find yourTarget Audience?
 Is your market large, but still targeted?

7.  Why is Messaging Important ?
▪ Bounce Rate. Good benchmark
 Create Messaging ForTarget Audience
 Broad messaging has poor conversion
 OK to ignore a set of audience, as long as you
reach target audience.
 Don’t create messagingYOU want, create
messaging for what the customers CARE
about.

8.  List all the places where your target customers are
 UseTools to analyze competitors dominant acquisition strategy
 Analyze the 3Tactics/Channel With Highest Expected
ROI &Volume
 Use keyword and other research to get to expectedVolume/ROI.
 Measure ROI of channels. Remove Channels that don’t perform
 Next – some tools to help you with this analysis
Channel Volume [Clicks] ROI
Adwords 10,000 15%
Email 5,000 25%

12. AdwordsTool
GWT

13.  http://www.alexa.com/

15.  Add Channels that perform
 Always BeTesting
 Don’t trackVanity Metrics. [90% GA Metrics]
 Track Actionable Metrics– Conversion, Churn.
 If you want Big Improvement in Results, be ready to
make Drastic Changes

16.  Funnel Analysis
 What is the Funnel for your Business?
 What are the benchmarks for your industry
conversion
▪ Lead Gen – Benchmark
▪ Registration Rate
▪ Conversion on Ecommerce
▪ SAAS : Free to Paid Conversion Rate
 Have you Set Up Enable Event/GoalTracking in GA
 Micro-conversions AreValuable too
▪ Whitepaper download, Video watch, Newsletter Subscriber
▪ How much value should I assign to each conversion
Visitors
Add to
Cart
Checkout

18. • Tell me the Startup/Company/Website you
run/manage
• Let us make a Quick Online Marketing Plan
for your online business

19.  Understand YourTarget Market
 KnowYourTarget Audience
 HoneYour Messaging
 Targeted Messaging
 DriveTraffic
 Growth Hacks

22. 1. Post on Slideshare,Visual.ly,YouTube
2. Write Guest Blog Posts on Relevant
HighTraffic Authority Sites
3. Answer Questions on Quora/Forums
4. Comment marketing
5. Trend on Hacker News or Reddit
6. Press Coverage
RememberYMMV, so test out each of these
How to Create Original & Unique Content - Survey, Infographic

23. 7. Start a Meetup/Facebook Group & Post there
8. Post on Craigslist, OLX, Quikr
9. Conduct Webinars
10. Create whitepapers for download
11. Twitter – Piggyback on a relevant trending #, or
events
12. Piggyback on large events in your space – PPC
ads

24. * Source : Compete.com Research -2012
Getting #1 Rank in SEO = Growth Hack

25.  Target LongTail/Mid-tail keywords
 Easier to Rank, due to low competition
▪ If you aggregate several Long tail/mid-tail keywords,
they add up to good chunk of traffic.
▪ SAAS : Use FAQs as a way to target long tail keywords
▪ eHow.com : Built around long queries, mid tier traffic
▪ How to get a visa to India?
 Ex: Ebay targets over 100 million keywords

26.  Use “Structured Data” tags in content, for
getting higher CTR [extra line in Search results]
 Breadcrumbs
 Use Rel=AuthorTag
 Rating

27.  Speed of Page Load Impacts SEO
 Check your page loading atYSlow or Pingdom
 Google PageSpeed Service.
 AvoidTechnical Errors [ Check GWT]
 Internal Linking
 Link key pages internally
 Link Building
 Don’t link to root domain only. Link to deeper pages
 Don’t do Anchor text stuffing
 Domain Diversity - Unique C Block Domains
 High PR Domains
 FollowVs. No Follow Links
 Speed of Link Building

30. • Retargeting (Display) + Search a recommended combination

31.  Target UsersThat HaveVisitedYour Site
 Show them your BannerAds
 To create list of users who have visited your site
 Cookie using Google Analytics
 Cookie using Adwords
 This Increases brand recall, and improves PPC
performance by 10 to 30%

32.  Display Inventory sold on CPM or CPC in
other parts of world.
 In India you can buy it on CPL (Cost Per Lead)
or CPS (Cost Per Sale).
 Remnant inventory could be bought cheaper

33.  Improve CTR of your campaign by
 Use SiteLinks [ Even if you are not inTop 3 position]
 Google+ Link

34. One example

35. KeepTest Budget of Atleast Rs 5000 for each campaign to test
Keep CTR of ads above 0.2%
Brighter & Large Images get Higher CTR.
Use information from the Fan page/Other sources to determine what is
trending/popular and use in Ad.
Remember, MisleadingAd Copy Can Get Clicks, but poor Conversion

36.  Pause Ads when Frequency >3
 Frequency = Number of times a person sees the same ad
 Pause Ads during low conversion periods = Midnight to
morning.This alone boosts performance by 20 to 30%
 CustomAudience CanYieldVery High Returns
 Can RunAds against your database.
 Look alike audience
 Retargeting in FB also known to boost results

37.  QuickSprout – SEO,
Content Marketing
 Search EngineWatch
– SEO, PPC
 Occam’s Razor –
Analytics
1. Alexa/Similarweb
2. SEOMoz
3. Google Analytics
4. Adwords Editor
Email: ravi@srijancapital.com, @trivediravi