How To Grow More Website Traffic With Growth Hacking & Inbound Marketing

Kennedy Andersson AB www.kennedyandersson.com
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Inbound Marketing and Growth hacking – stage 2
Introduction
So the whole inbound methodology sounds just what you have been waiting for, you are committed to growth - so where do
you begin? This e-guide is made for anyone who wants to become better at using available resources more effectively for
growth.
If you want to upgrade your company’s ability to get found, get leads and close sales, then this guide should open up your
mind to consider all the elements of a comprehensive inbound marketing programme.
Our aim is to help you find out how to combine inbound marketing and growth hacking to grow those leads.
In this e-guide we hope to eventually put you “in your buyers’ shoes” by covering:
1. Inbound marketing & growth hacking
2. Content marketing, mapping and SWOT and Action plans
3. Content Gap matrix
4. Growth Hack your Content creation tips & tricks

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1. So what is inbound marketing? And who are these growth hackers?
Inbound marketing aims to attract specific buyer personas and satisfy their needs for useful information at the different
stages along their buying journey. When successful, your website visitors go from being complete strangers to delighted
customers and promoters of your brand.
Growth hackers use their knowledge of products and distribution, with a touch of creativity plus great insight on technology
based solutions to bring about growth. They will understand the importance of a buyer persona and know what kind of
content, interaction and data is needed to ignite business growth. They are the alchemists of growth!
The complex nature of today’s buyers journey, with more touch points across multiple channels and devices can make it a
challenging experience. Many businesses have applied their focus to covering as much as possible of the customer
experience in the hope that they will influence a “key digital moment” from awareness through to purchase decision. But
there are challenges when companies fail to understand their buyers, what content they are looking for and how they want
to interact - which is why buyer personas and mapping the customer journey are now such hot topics.

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For a growth hacker the application here is to adopt a mindset that is particularly “customer or buyer-centric” when
developing their value or brand proposition. For a more mature company this could represent a major mind-shift to employ
tactics that drive increased engagement and revenue – based on understanding their buyer personas.
So why is inbound marketing valuable for growth hacking?
In order to adopt the new buyer-centric approaches you will need to add some new tools to your digital marketing tool kit. If
you are not familiar with inbound marketing, as a platform and methodology it can bring together your sales & marketing
activities, consolidating efforts, providing transparency and delivering your message on a platform from which to generate
demand. The fuel to drive this engine is called content (we will talk about this in a bit), which requires effort on your part to
produce, curate and create in such a way as to attract your buyer personas to visit your website.
The way to attract traffic can be defined broadly amongst pull and push methodology. Pushing a message out to a consumer
has become the traditional way of doing things. For the growth hacker, the tools of the trade and methods adopted can take
their roots from the Internet revolution. Traditional marketers are skilled at understanding traditional products, but the
Internet has created a radical redefinition of the way we shop, the changes in how buyers behave – how we research,
educate and search for information online. Inbound marketing is all about attracting rather than interrupting the buyer.

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2. Content is as easy as 1-2-3!
Good content is relevant, timely, wows your audience and when distributed in a smart and hopefully cost free-way can have
a huge impact on growth.

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How you develop your content will be based on a number of variables. The most important being, where your customer is
on their buyer’s journey. This will dictate the type of content you would produce, the format that they are looking for it in
and the key terms that they would be using in their search. The chart on the left brings together the content mapping
methodology, and below the chart from is a breakdown of the Buyer’s journey and the various stages in the buyingHubSpot
cycle. HubSpot have brought together in this chart the content type, key terms, behaviour and research needs that will help
you formulate your content, cross referenced with the stage in the buying cycle.

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Content Marketing “high level” SWOT
To understand where you need to apply your efforts, a SWOT analysis is always an effective tool. Take the approach here
that you want to start producing content for your targeted buyers and need to assess your content against your competitive
set.
Internal Strengths & Weaknesses
Review the content that you are producing, and be honest with
regards quality, timeliness, frequency and relevancy. If you are
not creating any content it could be that there is a topic you are
an expert in which could also be relevant to your audience. And a
weakness could be a lack of resource or skills to produce content.
Opportunities & Threats can be a snapshot of what is
happening to anybody in your market. For example, more use of
social media, buying ad words, copying your initiatives, etc. Or
review your competitors and see if they are doing something particularly well that is having an impact on your business.
Strengths
Weaknesses
OpportuniYes
Threats

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Action Plan

Now that you have completed your SWOT, it is time to make a plan as easy as 1-2-3. Base it on the stage that your customer
is at, on the buyer’s journey, review your content creation Strengths & Weaknesses, take advantage of Opportunities and
address those Threats and then complete your “top” things to get done in your Plan of Action.
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3.Content Gap matrix & analysis
The idea of the matrix is to perform a gap analysis to review your own content and plot against the chart where you have
potential gaps to fill. Do you lack content that will convince your audience or maybe you need to focus on entertaining
them? The source for this great chart is First10 & Smart Insights www.smartinsights.com you can use the examples
provided to track what tools you would use to achieve what outcome in the matrix. (See matrix next page).
As a result of going through this analysis you may want to take a session thinking through some ideas on what kind of
content you could come up with to achieve your goals. Use this analysis to rank in order of importance your goals, what
should you be investing in? If you are a start-up, maybe your need is to educate rather than drive awareness? Many of the
content marketing tools mentioned on the chart can of course be repurposed to achieve a number of different objectives,
again it will depend on your buyer personas, their digital behavior, how they want to be interacted with and that type of
content that “turns them on”.
You can also use this analysis to review what your competitors are doing, so that you can identify potential weaknesses to
exploit with you own approach to content marketing.

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The team at First10 &
Smartinsights have also
created a great
approach on how to
assess the distribution
mix of your content. You
can gauge the impact of
your content against the
level of resource needed
to make an impact
against leads or sales
volume uplift. You can
read more at
www.smartinsights.com
Decide on what are your
objectives and then
assess which choice of
media will help you
reach your goals

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4.The art of Content creation
For the last part of stage 2 of our dive into growth hacking and inbound marketing, I wanted to save you some effort and
hopefully some money at the same time. Below I have listed a number of the resources that we use for sourcing “what’s
hot” in terms of content, and then a selection of sites that will keep you inspired with words and pictures. These are where I
go to for inspiration, and in true growth hacking style they are either free, or have a free trial option and offer the best in
technology.
Tapping into content:
Buzzsumo gives you the most popular content online and the influencers
sharing it. Use it for content research and planning, influencer and outreach
marketing and of course competitor tracking.
There are a number of different pricing tiers to suit your needs, and you can
start with a free trial.

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Feedly a single place for all the news, knowledge, and ideas to keep you
ahead of the “pack”. Feedly helps you aggregate all of your favorite blogs
in one simple dashboard. It is a great tool for finding content ideas and
inspiring thought leadership.
It is free to use and there is a professional upgrade available as well.
Topsy is a free real-time search engine for Tweets powered by the Social
Web. Unlike traditional web search engines, Topsy indexes and ranks
search results based upon the most influential conversations millions of
people are having every day about each specific term, topic, page or
domain queried.
Search for Tweets, key influencers , who is sharing it and making the news.
Great for generating content ideas and blogger outreach.

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Alltop A free service where you can find all of the top blogs on any given topic.
Select a category and you’ll be taken to a one-page dashboard with the 5 latest
blog posts. Ideal to use as a source for content ideas. The Alltop pages are starting
points to help you discover new sources.
Scoop.it Discover content and publish it through your own social networks. There
is a free option available.

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Looking for words to inspire:
Wordle is a free tool for generating “word clouds” from text that you provide.
The clouds give greater prominence to words that appear more frequently in
the source text. You can tweak your clouds with different fonts, layouts, and
colour schemes to use them in producing content material. You can print out
the images, or save them to your own desktop to use as you wish.
Grammarly makes you a better writer by finding and correcting
your grammar mistakes automatically for free. It also corrects contextual
spelling mistakes, checks for more than 250 common grammar errors,
enhances vocabulary usage, and suggests citations.

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The Visual Thesaurus is an interactive dictionary and
thesaurus which creates word maps that blossom with
meanings and branch to related words. Its innovative
display encourages exploration and learning. It has a free
option. It is great when you need help visualising a word for
a headline, maybe a logo, etc.

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Images and visuals to stimulate the mind:
Canva – Free online tool for creating top notch graphics with zero design skills.
Canva has built-in templates for creating social media posts, Facebook covers,
blog graphics, Twitter headers, Facebook ads, book covers, business cards and
more. A great tool I could not recommend it more!
Dribbble is a community of designers sharing screenshots of their work,
process, and projects. Web designers, graphic designers, illustrators, icon
artists, typographers, logo designers, and other creative types share small
screenshots (shots) that show their work, process, and current projects.

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Behance is an online platform to discover and showcase creative artwork. A great source of inspiration that will keep you
coming back for more.

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Any questions or comments?
John Kennedy
CEO/VD Kennedy Andersson AB
Örebro / Stockholm
www.kennedyandersson.com
0705 78 42 66

How To Grow More Website Traffic With Growth Hacking & Inbound Marketing

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