This document provides an overview of growth hacking. It defines growth hacking as acquiring, retaining, and monetizing users more effectively by combining traditional marketing and analytical skills with product development skills. The document outlines the growth hacking process, which involves focusing on attention, acquisition, engagement, retention, and referral. It then discusses specific tactics for each step like content marketing, landing pages, social media, email marketing, and A/B testing. Finally, it recommends tools for analytics, advertising, landing page testing, email marketing, and feedback and provides an example schedule for a growth hacker.

1. Growth Hacking
101
By: Greg Lenz
Founder, Reverse Information LLC

2. What Is Growth Hacking?
"Acquiring and engaging users combining traditional
marketing and analytical skills with product
development skills."-Josh Elman Head of Growth at
Twitter
"Growth hacking is acquiring, retaining, and
monetizing users more effectively. A growth hacker
is an individual who can, from end-to-end, collect
data, ideate, plan, execute, and deploy the
necessary tactics and strategies to hit goals."
-Matt Humphrey VP of Merchandise Rearden
Commerece

3. Growth Hacking Process...
Here's what you'll 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. Engagement
Either 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. Referral
You 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 is
sharable 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 your
happy clients can refer you by sharing an interesting blog
post. (Speaking Engagements)

13. Retention
Awesome User Experience
What 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, PerfectAudience
for 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 Hacker's Primary Goal
Steepen The Learning Curve
So turn this...

18. Into This...

19. Growth Hackers are not Growth Teams
Growth Hacker vs Growth Team
1976 NCAA Champion Indiana Hoosiers

20. The Difference
Growth 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 from
brick walls outcome
-Obsessed with -Focuses on the
meeting the process
goal

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.com
Went from 10 to 50% conversion to email by
redesigning their process

29. Lookcraft Homepage

30. Determining a Good Goal
-Spy on your competitors
-Talk to friends in the industry
-Monitor message boards (WarriorForum.com)

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) Leads360.com

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 Landing
Pages)
-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 Feedback
-Olark
-UserTesting.com
-EasyUsability.com
-Survey 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 Schedule
1) Display and CRO: Banners, LP's, and Copy
2) Email Marketing
3) Content Marketing & Social Media
4) SEO: On page, Off page, & Linkbuilding
6) Paid Search
7) PPV & Affiliate Marketing

41. Actionable Advice...
Is there anything I can help you with?