Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. Growth hacking is where marketing tactics meet product development. Its goal is to get the product to market itself.

1. Growth Hacking Fundamentals

2. Agenda
● What is growth hacking and why should you care?
● 5 steps to understanding growth success.
■ Understanding the funnel
■ Setting up tracking and analytics
■ The Relationship Pyramid
■ Leveraging customers and existing users
■ Testing ideas
■ Generating an audience
● Creating an incentive strategy
● Case Study: Facebook, Linkedin, Groupon, Airbnb,
Uber, & Snapchat

3. What is Growth Hacking (Sean Ellis)?
• A process of Rapid experimentation
• Across all marketing channels
• Effective ways
• Efficient ways
• To grow a business

4. Growth Hacking Explained
Growth hacking is a marketing
technique developed by
technology startups which uses
creativity, analytical thinking, and
social metrics to sell products and
gain exposure.

5. “Growth hacking is where marketing tactics meets
product development. Its goal is to get the product to
market itself.”
Continued
`

6. Who is a growth Hacker?
Growth hackers are a hybrid of marketer
and coder,
one who looks at the traditionalquestion
of “How do I get customers for my
product?”
and answers with A/B tests, landing
pages, viral factor, email deliverability,
and Open Graph.

7. 8 Personality Traits of a Growth Hacker

8. Growth Types
• Top-Line Growth (Newusers)
■ Traffic engine/Viral Loop
• Activated
■ First Userexperience
■ OROn-boarding
• Retained:
■ Retention loop
● Pushnotifications
● Drop emails
• Monetized:
■ Monetization tactics

9. A simple process of Growth Hacking

10. Why should we care?
● Rise in Customer base
● Rise in business audience
● Business Virality
● Generating a repeat business
● A continuous product development phase
● High Customer-Business interaction
● Low cost (as growth hacking is usually executed for a
shorter period of time)
● High Reach, High Engagement, High
Retaining

11. Steps to
understanding
growth success

12. Understanding the Funnel
● This is the act of getting anyone to
visit your website or app for the
first time. They are called visitors at
this stage because they don’t
belong to you yet.
● A user gives an email, creates an
account or make a purchase. Now
you have activated them.
● A user uses your product regularly.
This is someone that you’ve
retained. You’ve kept them
around for a period of time.

13. What is Google Analytics?
“Google Analytics is a freemium web analytics
service offered by Google that tracks and
reports website traffic.”

14. FEATURESof Google Analytics?
● Data visualization Tools (dashboards, scorecards, motion
charts) show changes in data overtime.
● Segmentation for analysis
● Custom Reports
● Email Based sharing and communication
● Integration with other Google products, such as
AdWords, Public Data Explorer and Website Optimizer.

15. Setting up Tracking & Analytics
1. Sign-up at:
https://analytics.google.com
2. Follow the steps that google
tells.
3. Install the tracking code.
4. Install it on every page of your
website to get a clearer view of
the entire data.
5. Now use the data to leverage,
segment and correlate.

16. Problems
● You made a change to your
website’s page design and
suddenly the traffic started
dropping dramatically. In order to
look for where the problem is, you
use Analytics.
● You roll-out a new landing page
and start seeing conversions from
this specific page or you saw a
sudden spike in the traffic of the
website. In order to look for the
reason you can trace out the
specific source through analytics.

17. In what ways Analytics Data can be used?
● Improve experience
● Listen for the untapped
opportunities
● Pulling the plug on any
failing ideas

18. Relationship Pyramid
(Customers and Existing Users)
“A growth hacker must be able to funnel new customers into the relationship
pyramid, in order toreduce or totally eliminate the objections that would keep
them from buying again and again.”

19. Testing Ideas (Relentless process of experimentation)
“There is no one thing to do to
achieve growth”
Try a lot of ideas, ruthlessly
optimizing successes and quickly
discarding dead ends.

20. The Pull Tactics of Generating an Audience?
“The first way to get visitors to your site is to pull them in. This is
where you give them a reason to come to you. You entice them,
incentivize them, and draw them to you.”
● Blogging or Guest Blogging
● eBooks, Guides and WhitePapers
● Infographics
● Webinars
● Conference Presentation
● SEO
● Social Media
● Contests

21. The Push Tactics of Generating an Audience?
Someone may be wanting to watch a YouTube video, but not until
they see your Ad. They may want to do a Google search, but not
until they see your paid result.”
● Purchase Ads
● Affiliates
● Swap tweets
● Swap Facebook Posts
● Giveaway swap
● Sponsored email swap
● Direct sales

22. 7 Essential Growth Hacking Tools
1. Quora -- research-tested growth-hacking ideas
www.Quora.com Free
2. Google Analytics -- analyze data to identify
opportunities Free - or Kissmetrics 200 USDper
month
3. Qualaroo -- Survey your users -
https://qualaroo.com/
4. Optimizely -- Test out ideas - www.optimizely.com

23. 7 Essential Growth Hacking Tools
5.Usertesting -- Get video feedback of your product
from target users - https://www.usertesting.com/
6.ListBuilder -- Collect Emails from site visitors -
http://www.appsumo.com/list-builder/
7.Yesware or Mailchimp -- track emails sent -
http://mailchimp.com/ or http://www.yesware.com/

24. Creating an Incentive Strategy
1. Make sure that you create a product people
actually want
2. Target only a small niche market
3. Go viral through incentivizing the sharing of
your product and for existing customers,with
integrations, embeds and badges
4. Keep improving your product by:
● Constantly iterating and releasing
updates
● Testing every detail
● Optimizing the on-boarding process

25. Successful
Growth Hacks

26. Facebook
1. Instead of hiring experts, Facebook hired
quite smart people who saw the problem
from a different angle.
2. First hack was giving away embeddable
badges and widgets that users could post
on their websites and blogs,linking back to
their Facebook page.
3. Another hack was to buy service
providers in developing countries for
their technaology in getting email
addresses.

27. LinkedIn
1. They used a growth hacking technique
that allowed users to create public
profiles which later appeared in the
search results organically.
2. Instead of showing several irrelavant
pages, the search engines showed
specific personal profiles of the person
searched.
3. LinkedIn grew from 2 Million usersto
200 Million users.

28. Groupon
The idea was:
“Refer a friend, get $10 in credit”.
1. They wrote one growth hack after another, employingsocial
sharing, customer referral bonuses and gifting.
2. They focused so heavily on the virality that they ignoredtheir
retention problem. Only retains a small percentage of its
customers.
3. Both the brands sharing the deals and the customers buying
the deals were leaving faster than they were coming in. That
left them with a stock crash of 43% in 2014.
You'll need to dig into why your users are leaving, and run teststo
determine what improves your retention rate.

29. Airbnb
1. This site facilitates vacation rentals between peers and
has grown into a billion-dollar business.
2. It initially used a powerful email campaign in the first
growth-hacking stage which boosted the site to thenext
level.
3. But the next brilliant move on Airbnb’s partinvolved
Craigslist spam.
4. Airbnb used Craigslist to find listings of houses for rent
and reached out to the renters to ask them to place their
ads on Airbnb instead.
5. The power of tapping into another already-existing
network earned them thousands of users and it
completely went viral.

30. Uber
The Opportunity:
● Finding and using taxi service was
an effort and time consuming
● No alternative
What did they do?
● They introduced a smartphone app
integrated with Google maps
● Uber drivers call or text to confirm
that they’re on the way.
Free Ride
Intense
City by city
launches
Experiential
Word of
Mouth
WOW
Experience

31. Snapchat
The Opportunity:
● A Brand new way to communicatewith
friends that is fun and interactive, while
creating a sense of privacy through
disappearing a nature of the content.
● It lets user express their creativity by
adding texts and drawing on thephotos.
● Disappearing photo means less space on
the phone.
What did they do?
● Targeted Teenagers
Facebook: Poke
Word of Mouth
Strong User
engagement
Expansion in
new addressable
market

32. ● A need of a product or service in the
market.
● Excellent User Experience and hence
grew by word of mouth. Itmultiples.
● All faced problems initially.
● Identify problems and solved it.
● Strong user Engagement.
Common Things in these
Companies

33. Exercise Time

34. ● Three different customers and name them.
● Describe each person at a broad level.
● How old are they? What is their gender? And what typeof
education do they have?
● What is their profession? How long have they been
working there? And is their career motivating them to use
your product?
● What technology do they use daily? How do theyaccess
the web? How much time are they dedicating to the
Internet?
Exercise

35. Thank You!
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