SlideShare a Scribd company logo
@matthewbarby
Fighting Fatigue:
Being More Than a
Bag of Tricks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Every marketing channel eventually
suffers fatigue.
“
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
0%
4%
8%
12%
16%
2013 2014 2015 2016 2017
Facebook page average organic reach
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
2013 2014 2015 2016 2017
US$0.00
US$32.50
US$65.00
US$97.50
US$130.00
$FB Share Price
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Don’t just focus on learning tactics;
focus on understanding problems.
“
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Let’s take the example of link building…
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Google didn’t “kill” guest
posting, we did.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Approach your acquisition strategy as
if each of the tactics you use won’t
work tomorrow.
“
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
This all starts with channel
evaluation and prioritization.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
http://bit.ly/1p21cwi
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Then we get granular into specific tactic prioritization…
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Being growth focused means
getting used to failure.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Facebook Shares 63
Linking Websites 37
Website Traffic < 5,000
😳
😳
😳
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Clear demand for information
Timing is right for launch
Simple and intuitive UX
❌
❌
❌
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
A couple of years later…
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
} Over 100k visits in 7 days.
} Links from 308 websites.
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Never make the same mistake
twice.
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Identify Problem & Build Hypothesis
Run Experiment & Gather Results
Document Findings Internally
Document Findings Externally
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Here’s an example…
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Problem Tons of important wasted equity within our
architecture lost on 404s.
Experiment Remove redirect chains and fix group of
404s with locked equity.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Document everything.
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Knowing which levers to pull and
when.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
How most new website SEO campaigns 

[incorrectly] begin
Backlinks
Content
Time
Quantity
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
How *most new website SEO campaigns

should be begin
Backlinks
Content
Time
Quantity
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
}
Increase of over
50,000 visits per
month or 600k
per year.
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Our blog author pages get crawled like crazy
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
}
Links to blog content
deeper in the
architecture, which is
great.
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
} This section kinda feels
like a wasted
opportunity though,
right?
@matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Get the deck via Facebook Messenger here:
matthewbarby.com/GrowthTalks
@matthewbarby
Fighting Fatigue:
Being More Than a
Bag of Tricks

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