Growth Hacking 101 Pro

The science of
making companies
GROW
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com

Part 1:
Definition of Growth Hacking

What is Growth Hacking?
Growth Hacking is a new term created by Sean Ellis.
Growth Hacking is the science of achieving incredible
growth with non traditional strategies.
Growth Hacking is also the science that helps you
decide how to move users from one state to the next
one consistently.

How can GH make a company grow?
Growth Hacking can make a company growth as a
result of a sum of hundreds of actions that will bring
incredible and impactful growth.
Growth Hacking can make a company growth, both
virally because of one action or the sum of hundreds
of actions.
Effective Growth Hacking is the result of a lot of hard
work. There is no shortcut.
Growth Hacking only looks easy once you’ve found
out the things that work for your product.

Which resources you need to start GH?
Growth Hacking is a term now relegated for startups,
because:
a. They need a fast growth and
b. They lack resources
Growth Hacking can work without resources, and
also with them.

Who is Growth Hacking for?
Businesses looking for an alternative and impactful
solution for their growth.
Startups.
Established companies looking to grow their
business.

What is a Growth Hacker?
“A Growth Hacker is a person whose true north is
growth” – Sean Ellis
A Growth Hacker is a business developer obsessed
with GROWTH.

What is the mission of a Growth Hacker?
GROWTH!
Their power comes from their focus and obsession in
GROWTH.
They help early stages startups grow.

Who is the PERFECT Growth Hacker?
He or she:
• Is obsessed with Growth
• Understands how people flow online
• Is clever, ingenious, original, creative, inventive, curious,
fearless and perseverant.
• Is obsessed with Analytics
• Know a little bit about psychology and viral loops
• Understands very well technology
• Pushes the boundaries to their limits for growth
• Understands products can spread themselves
• Is a Marathoner

To be a Growth Hacker you don’t need to:
Be an engineer or a coder: there are amazing tools
these days to substitute the coder of a team
Have a degree on Marketing: You need to be creative
and find many ideas for growth.

Growth Hackers and Analytics
Growth hackers are extremely ANALYTICAL:
• They love, depend and understand analytics.
• Analytics are essential for a Growth Hacker. Why:
 The only thing that counts are results, and results are backed up by
Analytics.
 Without analytics a growth hacker cannot prove his changes are
working (or not!).
 Analytics can help them prioritize their to-do list. They keep the
Growth Hacker focus.
 Analytics make success repeatable (and stop what isn’t working)
 Analytics can predict the future basing results in yesterday’s results.

Which tools a Growth Hacker
uses?
A Growth Hacker uses whatever tools at their
disposal to increase Grow and to measure it.
• These are some of those tools:
• To increase growth
• Mail: Mailchimp
• Social Sharing: Hootsuite
• A/B Testing: LandPages
• To measure it:
• Google Analytics

Part 2:
The Growth Hacking Process

A-.Checklist before you start GH
1. Who are your customers?
2. Where are they?
3. What are your goals?
4. Can you track your goals?
5. What are your strengths?
6. Execution
7. Optimization and Repetition

1. Who are your customers?
Age
Gender
Profession
Income
Training
Hobbies

2.How do you reach them?
Existing customers:
• Where do they come from now to your website?
New customers:
• Where do they hang around? Which websites, blogs,
they read, comment or visit?
Knowing who your customers are, it is easier to find
where they hang out.

3. Define your goals
Your Goals have to be NARROW. Break them down.
They have to become individual tasks.
Do not have broad goals because:
You will not be effective
You will get lost
The results will be meaningless
Your Goals have to be actionable

4. Implement Analytics
Do you have a system to properly track your
Analytics?
You need to TRACK if you have achieve your goals (or
if you haven’t)
Apart from Google Analytics you need to use other
analytic software to track down other results.

5. Leverage your Strengths
What do you have at your disposal that:
• Requires little effort
• Can produce a big impact?
Then you have found gold!

6. Execute your experiment
Make sure you have a control group to compare the
results.
Before you do it, WRITE DOWN your hypotheses because:
They are a reflection of your assumptions
They keep you honest
Be realistic about the time and the resources is going to
take
Do not despair if it fails.
Learn from the experiment’s failure or success
Don’t give up!

7. Optimize and Repeat the Experiment
Transform it
Repeat it
*again, make sure you have a control group

B. The Growth Hacking Funnel
These are the phases of the Growth Hacking Funnel:
1. Acquisition
2. Activation
3. Retention
4. Referral
5. Revenue

1-. Acquisition: Definition
In this phase you want to ACQUIRE potential
customers to your product
Your goal is to get VISITORS!
How?
• Marketing, SEO, social media, word of mouth, …
Example:
• You visit a page because your friend shared it in
facebook

1-. Acquisition: Tools
Optimize SEO – Slide 45
Blog – Slide 46
Guest Blog – Slide 47
Content Sharing – Slide 48
Landing Pages – Slide 49
A/B testing – Slide 50
Integrations and APIs – Slide 51
Social Media Campaigns – Slide 52
Get Viral – Slide 53
Influencers – Slide 54
Member gets Member – Slide 55
Partnerships – Slide 56

1-. Acquisition: Measure
Number of visits to your website through
Google Analytics
KissMetrics
MixPanel
HubSpot
Optimizely
Marketo
SumoMe

2-. Activation
A visitor gets activated when they come to your
website and engage with you. How?
They create an account
They join the newsletter
They download a report
They access to competitions

2-. Activation tools
Email with:
Updates
Tips and tricks
Promotions
Free ebooks
Entering competitions
Software:
Mailchimp: first 2.000 subscribes free
Hubstop: Paying service. Creates fast landing pages with
prebuilt social media, mailing campaigns and great tracking
A/B testing
Unbounce

2-. Activation Measure
In your website with:
New emails from users

3-. Retention
Retention happens when users come back to your
website
You get them to stay active.

3-. Retention Tools
Emails with:
Related topics
Tips and tricks
Deals
Notifications on others activities
Related posts at the end of each article
A/B Testing

3-. Retention Measure
In mailing campaigns:
Click through rate
Email openings
In your website with:
Repeated visitors

4-. Referral
Active users refer others to your website

4-. Referral Tools
For your wordpress blog:
SumoMe for sharing articles
Other platforms:
Hootsuite
A/B testing

4-. Referral Measure
Google Analytics
Any other Analytics software, for example:
Kissmetrics

5-. Revenue
Revenue happens when you monetize your active
users

5-. Revenue Tools
A/B Testing

5-. Revenue Channels
There are many tools you can use to get revenue from
your website. You can:
Sell your own product
Sell other people’s product through affiliates
Insert publicity
 Private entities
 Adsense, for example

5-. Revenue Measure
Your own product
You must have a registry of what is being sold
Others products:
They must have a registry of your sales
They must also have the terms and conditions. For
example, it is important to know the days they are
retaining your cookies
Other channels:
Adsense pays you per click
Private advertisers may pay you with a fix fee, a pay per
click or a pay per impression.

Growth Hacking Software Tools for
Landing Pages
Unbounce
Optimizely
Visual Website Optimizer

Metrics
Mixpanel
KissMetrics
Heap Analytics
Flurry
Google analytics
Trak.io
Moz
Localytics
Keen IO
Kontagent

Email Optimization
Intercom.io
Vero
Mandril
Sent with us
User fox
Customer.io
Klaviyo

User Analytics
Fox Metrics
Woopra

Customer Experience
TestFlight
Clicktale
SumoMe Heatmaps
Crazy Egg

Acquisition Tool 1: Optimize SEO
• Use it and optimize your website in order to receive organic
visitors
Toosl for SEO
• If you have a Wordpress site the best plugin for SEO I have
found is “SEO by Yoast”.
• Also I use “Google Adwords” and “Market Samurai” to find
terms that have high search volumes before I post a new article.
• Download plugin to get Rich Snippets. To add information
about you in the post.
• By the way, also improve your loading time by downloading
W3 Total Cache, a plugin for wordpress.

Acquisition Tool 2: BLOG
Create awesome and super helpful content for your
visitors
Find out what they are interested in and write helpful
stuff about it.
Create images, videos, infografics for it
Add social media widgets. I love SumoMe by
Appsumo.
You can automate idea generation using google
trends on topics to cover.

Acquisition Tool 3: Guest Blog
• Reach out to other blogs on your sector.
• Most of the bloggers are always looking for content.
• These are the main advantages:
 It gives you targeted exposure
 It gives you qualified traffic
 It builds your credibility
 It’s a great networking channel
 It opens other’s social networks when they share your post
 It opens business opportunities
 It gets you more guest post offers
• Blog in Quora please. It is a great place to blog!

Acquisition Tool 4: Share your content
Get your content out there!
Find relevant topics online and self promote
Be useful to the community, not spammy.
Automate. How? These are the tools I use:
• Hootsuite: Master Hootsuite. It is the best tool7
• In you blog:
 Install SumoMe
 Install Next Scripts, an awesome autoposting plugin

Acquisition Tool 5: Landing Pages
If you are trying a new idea/experiment, in order to
see the respond, try landing pages.
I use www.launchrock.co. It is easy and it does the
job

Acquisition Tool 6: Landing Pages
If you are trying a new idea/experiment, in order to
see the respond, try landing pages.
Get their email address!
Completing the process is the only way to leave the
landing page (upssss, like Groupon)
Groupon customizes the image on their landing page
depending on your search term.
I use www.launchrock.co. It is free, easy and it does
the job.

Acquisition Tool 7: Integrations and APIs
You want to get 1% of the big companies clients. Thats works!
Get there.
Integration in numbers of users:
Dropbox: 50m+ users; Shopify - 80.000+ shops signed up;
Salesforce - 100.000+ users; Mailchimp - 2m+; Evernote - 30m+
Integrations have to make your product BETTER
SalesForce is a very powerful integration because:
the average Salesforce client pays a lot of money.
 This is a QUALITY integration.
Their changes to pay money for your products is very high.
You can also ask your customers which products the use so you
can integrate with those products.
Make other large markets to work with your website is super
beneficial for users (AirBnB created a feature to “post to
craiglist” to get traction)

Acquisition Tool 8: Social Media Campaigns
Leverage vanity and curiosity by teasing users
User A: give him something cool and encourage him to
share
User B: Gets curious and click, then also learn about
your company

Acquisition Tool 9: Get Viral
Be creative. Find the way to do it.
Example:
• Jon Yongfook created a video game where at the middle
point to keep on playing you had to invite another
person to play. Worked great! 10k+ users in 2 days!

Acquisition Tool 11: Influencers
Get influencers to talk about your product.
How?:
• Offer it to them for free so they can try it and talk about
it
• Give them a monetary compensation

Acquisition Tool 12: Member get Member
Member get Member technique. How?
Refer a friend and get:
 a discount
free shipping
a monetary coupon.

Acquisition Tool 13: Partnerships
Partnerships are very valuable
Types of compensation:
Revenue-Share: Easily set up an Affiliate program
Up-front payment or revenue guarantee: sometimes
needed
In exchange for their service you can offer them a
product or data for free

Thanks!
Laura Moreno Cabanillas
Growth Hacker
15+ years of experience in growth
www.confessionsofanentrepreneure.com
www.linkedin.com/in/lauramorenocabanillas/

Growth Hacking 101 Pro

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