Growth hacking is a marketing technique used by startups that focuses on low-cost and innovative alternatives to traditional marketing. It involves using creativity, analytics, and social metrics to sell products and gain exposure through techniques like SEO, website analytics, content marketing, and A/B testing. Growth hackers prioritize growth over budgets by analyzing the customer acquisition funnel to identify opportunities to improve conversion rates at each stage - acquisition, activation, retention, revenue, and referrals. The goal is to brainstorm experiments, prioritize ideas, develop hypotheses, test changes, and systematize optimized processes into a repeatable "growth machine" approach focused on continuous improvement.

1. GROWTH HACKING 101

2. @rubenhamilius

6. GROWTH HACKING?
Thank you @Dilbert_daily

8. GROWTH HACKING
“ A marketing technique developed by technology startups which use
CREATIVITY, ANALYTICAL THINKING & SOCIAL METRICS
to sell products and gain exposure
Using techniques such as SEO, WEBSITE ANALYTICS, CONTENT MARKETING & A/B TESTING,
growth hackers focus on LOW-COST & INNOVATIVE ALTERNATIVES to traditional marketing
”
GROWTH FIRST, BUDGETS SECOND

9. Traditional Marketing
360 Marketing

10. Lean Marketing
Experimental Marketing
Data Driven Marketing

11. GROWTH FUNNEL

12. Acquisition = Getting people to your site / app
GROWTH FUNNEL
SEO
SEM
Widgets
Blogs / Affiliates
Email / Newsletter
Social
Biz Dev
PR
Direct, Tel, TV
Campaigns, Contests

13. ACQUISITION

14. ACQUISITION

15. ACQUISITION

16. GROWTH FUNNEL
Product Features
Landing Pages
Copy Writing
Incentives
Activation = Getting people to take the required action e.g.
purchase, sign up

17. ACTIVATION

18. ACTIVATION

19. GROWTH FUNNEL
Emails
Alerts
Blogs
Content
Loyalty Programs
Retention = Getting users to come back to your app / site

20. Retention

21. Retention

22. GROWTH FUNNEL
Ads
In-App purchases
Lead Gen
Subscriptions
Revenue = Monetizing active users

23. GROWTH FUNNEL
Campaigns
Contests
Email
Widgets
Referrals = Getting active users to refer others

24. Referrals

25. AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization

26. AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization
30,000
800
1,000
600
50

27. AARRR Metrics
Funnel Analytics = Identify leaks and opportunities for conversion optimization
30,000
800
1,000
600
50
Activation rate = 33%
Retention rate = 80%
Monetization rate = 75%
Referral rate = 13%

29. Objectives based on Funnel
Analytics

30. Example objective:
DRIVE USER ACQUISITION

31. Example objective:
DRIVE USER ACQUISITION

33. I want the channels that have LOW COST
And HIGH TRAFFIC
And HIGH CONVERSION

35. Your target audience is different
Your business model is different
Your market is different
Your product is different
Channels change constantly
Thank you @bbalfour

37. There are no
SILVER BULLETS

38. Thank you @Singpost

39. Don’t focus on
TACTICS
or CHANNELS

40. Focus on PROCESS
Thank you @bbalfour

41. Growth Machine

42. Brainstorm
Prioritize
Develop
Hypotheses
Test &
Analyse
Systemize/
Playbook
Objectives based on FunnelAnalytics
Growth Machine

43. Brainstorm
A/B test landing page with or without explainer video
Example:
Send drip email campaign to new sign-ups

44. Brainstorm

45. Brainstorm

46. Brainstorm

47. Prioritize
Cost
Idea 1
Idea 2
Time need Potential reward
...
High
Low
High
Low
Low
Low

48. Hypothesis

49. Hypothesis
If we add an explainer video to our landing page, our
conversion rate will increase by 20%.
Example:

50. Test and Analyze
Create 2 new variants of the landing page and include
the explainer video at 2 different locations.
Example:
Ensure conversions are being tracked properly.
Split traffic evenly across the control (= existing landing
page) and the variants (= run A/B test).
Run the experiment for 30 days.

51. Test and Analyze

52. Test and Analyze

53. Systemize
Example:
Implement the layout changes with the explainer video
Look to split-test explainer video on homepage
Look to split-test explainer video on other landing pages

54. REPEAT
•
1. Audience Segment (young women, regional metro, older singles)
2. Channel Source (social network, SEM, organic, PR, etc)
3. Campaign Theme / Brand Promise (“find a job”, “learn to cook”)
4. Landing Page & CTA
5. Copy & Graphics
Experiment and optimize:

55. 1. Build your Growth Hacking Funnel
2. Define objectives based on Funnel Analytics
3. Build your Growth Machine
4. Test - Measure - Learn - Repeat
GROWTH HACKING 101

56. Bonus

57. The only 3 universal
Growth Hacks

58. Be the best at
getting better
Thank you @bbalfour

60. Startups do customer development once,
then don’t make it part of the
product process

61. Your next steps
Read The Definitive Guide to Growth Hacking if you’re a dummy.
Traction from Gabriel Weinberg and Zero to One from Peter Thiel
The Innovators Solution by Clayton M. Christensen
Subscribe to Neil Patel at Quicksprout
to Sean Ellis at Growthhackers.com
to Brian Balfour at coelevate
to Hiten Sah at SaaS Weekly
to Alex Turnbull at Groove
to Sam at thehustle.co
Study Brian Balfour’s Building a growth Machine
Templates at http://bit.ly/1K94rfE
Tools at http://growth.supply/free/all/
at Annie Cushing’s must have tools sheet.
Youtube any tool you need to learn
Google everything else
Call RUBEN if all hope is lost.

62. Good Luck!