My talk from the Growth Hack Talks conference in Dublin on 24/09/2015. The deck gives some actionable advice on how to earn more customers; more specifically I give 3 'hacks' that can be implemented straight away.

1. How to Hack Your Way to New
Customers
Growth Hack Talks // 24th September 2015
@hubspot // @matthewbarby #GHT15

2. Who is this guy?
1 Global Head of Growth & SEO at HubSpot.
2 Lecturer for the Digital Marketing Institute.
3 Award-winning blogger.
4 Worked with brands around the world to
acquire new customers.
@hubspot // @matthewbarby #GHT15

3. “Generating leads is difficult.”
@hubspot // @matthewbarby #GHT15

4. “Generating high quality,
relevant leads is really difficult.”
@hubspot // @matthewbarby #GHT15

5. So…
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6. 3 ‘hacks’ to help you generate
more high quality leads in less
time.
@hubspot // @matthewbarby #GHT15

7. Sounds good, right?
@hubspot // @matthewbarby #GHT15

8. 1 Influencer Content Teams
@hubspot // @matthewbarby #GHT15

9. Leverage the communities of
influencers within your industry to
scale community engagement, lead
generation and organic search
traffic.
@hubspot // @matthewbarby #GHT15

11. The Process
1 Identify influencers within your niche.
2 Qualify them against a set of criteria (important).
3 Align them to your content strategy.
4 Create and amplify your content.
@hubspot // @matthewbarby #GHT15

12. Identification
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13. Identification
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14. Qualification

15. Here’s a peak at what this can
achieve for a startup…
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16. @hubspot // @matthewbarby #GHT15

17. @hubspot // @matthewbarby #GHT15

18. 2Content Lead Optimisation
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19. Grow leads through the tailoring of
individual offers within existing
related content across your
website.
@hubspot // @matthewbarby #GHT15

20. @hubspot // @matthewbarby
“92% of our monthly blog leads came from posts
published in the previous month or earlier.”
#GHT15

21. @hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”
#GHT15

22. The Idea: Take high traffic blog
posts with low conversion and
‘reoptimise’ them to increase the
distribution of lead generation.
@hubspot // @matthewbarby #GHT15

23. Before: “how to write a press release”
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24. After: “how to write a press release”
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25. @hubspot // @matthewbarby #GHT15

26. The Process
1 Identify blog posts with existing traffic.
2 Find the main keyword each article ranks for.
3 Create a CTA specific to the keyword.
4 Track the increase in conversion rate.
@hubspot // @matthewbarby #GHT15

27. 3 The Content Success Formula
@hubspot // @matthewbarby #GHT15

28. Run in-depth analysis on varying
aspects of our content to find the
winning formula for leads, links,
social shares and more.
@hubspot // @matthewbarby #GHT15

29. What kind of analysis?
@hubspot // @matthewbarby #GHT15

30. For Example
1 Word count vs organic search traffic.
2 Article title length vs Twitter shares.
3 Date of publish vs inbound links.
4 Article topic vs leads generated.
5 Words in title vs Facebook shares.
@hubspot // @matthewbarby #GHT15

31. Time for some data.

32. I ran a study that analysed the
6,192 articles within our marketing
blog to find our ‘content success
formula’.
@hubspot // @matthewbarby #GHT15

33. @hubspot // @matthewbarby
“Articles with a word count between 2,250 and 2,500
earn the most organic traffic on our blog.”
#GHT15

34. @hubspot // @matthewbarby
“Articles on our blog with headlines consisting of 11 or
14 words are shared the most on Twitter/Facebook.”
#GHT15

35. @hubspot // @matthewbarby
“Adding the word ‘infographic’ to our blog title
increase tweets by 100.05%, whilst ‘template’ added
114.60% more.”
#GHT15

36. @hubspot // @matthewbarby
“On average, articles with >300 inbound links
received the largest volume of organic search traffic.”
#GHT15

37. @hubspot // @matthewbarby
“On average, the more social shares an article
received, the greater the volume of inbound links.”
#GHT15

38. Moral of the story…
@hubspot // @matthewbarby #GHT15

39. Understand what works to the
finest detail and then scale it.
@hubspot // @matthewbarby #GHT15

40. @hubspot // @matthewbarby #GHT15