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How to spend your marketingbudget? - Talk by Ward van Gasteren
- 1. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands How To Know Where Your Marketingbudget is Worth Most Ward van Gasteren
- 2. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands About me Clients I help you grow ● Higher website conversion ● More traffic & leads ● Marketing efficiency I don’t just do it: I’ll teach you and show you step-by-step how to do it.
- 3. We’ll start with the hardest question... May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 4. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands What is Growth Hacking?
- 5. Became a buzzword... May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 6. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands It’s not... Magic Tips & Tricks Attracting visitors
- 7. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands It’s not... Magic Tips & Tricks Attracting visitors Instead it is.. Datadriven It’s a process Convert & nurture
- 8. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Growth Hacking is... ...a process focused on customer-growth using experiments based on data, user-behaviour and well-known practices.
- 9. But I understand it’s confusing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 10. Growth Hacking vs. Marketing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 11. Growth Hacking vs. Marketing May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 12. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Some well-known Growth Hacks
- 13. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 14. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 12 million users in 18 months after launch
- 15. Hotmail May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 12 million users in 18 months after launch (In 1997 there were only 70 million people with internet)
- 16. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 17. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com sep 2008 > jan 2010 = 100.000 > 4.000.000
- 18. Dropbox May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com sep 2008 > jan 2010 = 100.000 > 4.000.000 In just april 2010 there were 2,8 million invites send.
- 19. We work with a system May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 20. We work with a system May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 21. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
- 22. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
- 23. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google
- 24. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 25. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Reach on FB + Google + email Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue
- 26. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Number of people 11.000 450 900 300 250 125 Reach on FB + Google + email Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue
- 27. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10
- 28. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times
- 29. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us
- 30. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us CLTV = 1,5 x 10 + (0,5 x 10)
- 31. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Calculate average customer lifetime value 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue ● 1 Ticket = $ 10 ● On average people visit 1,5 times ● 1 in 2 people tell a friend about us CLTV = 1,5 x 10 + (0,5 x 10) = $20
- 32. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust.
- 33. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust.
- 34. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust. = 2,27 %
- 35. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 125 Reached people Website-visitors Number of contactdetails Number of 1st time visits Number of 2nd/3rd/4th/etc. visits Reach by word-of-mouth (WOM) Retention Revenue CLTV = $20 Conversion rate = 11.000 reached > 250 cust. 44 reached > 1 cust. = 2,27 % $20 x 2,27% = $ 0,45
- 36. Facebook May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Referral TwitterMail AdWords Google CLTV = $26 Conv. = 3,5% 1 visit = $0,91 CLTV = $18 Conv. = 1,8% 1 visit = $0,32 CLTV = $11 Conv. = 0,8% 1 visit = $0,09 CLTV = $20 Conv. = 2,2% 1 visit = $0,44 CLTV = $15 Conv. = 0,8% 1 visit = $0,12 CLTV = $21 Conv. = 5,2% 1 visit = $1,09
- 37. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands www.bit.ly/attribution-ward Want to learn how?
- 38. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands How to take advantage of this knowledge?
- 39. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Click-through-rate 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50%
- 40. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50%
- 41. How to find your most valuable channel? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com 11.000 450 900 300 250 100 Retention Revenue 82% 50% 66% 84% 50% 2% 20% 50% 20% 15% Sorry this is more realistic...
- 42. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Awareness Acquisition Activation Revenue Retention Referral
- 43. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 44. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 45. How to improve each fase? May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 46. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach?
- 47. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Key question: Where are my potential customers?
- 48. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
- 49. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
- 50. Awareness May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to expand your reach? Where are my potential customers?
- 51. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website?
- 52. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website? How to get someone’s interest?
- 53. Acquisition May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get somebody to your website? How to get someone’s interest? From this book
- 54. Activation May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get someone’s contactdetails?
- 55. Activation May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to get someone’s contactdetails? What can you give, that has value for the customer?
- 56. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody?
- 57. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? Key question: What are someone’s pro’s and con’s?
- 58. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s?
- 59. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s?
- 60. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing
- 61. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting
- 62. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting
- 63. Revenue May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to convert somebody? What are someone’s pro’s and con’s? Problem / Solution / Timing Try retargeting Better timing
- 64. Retention May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back?
- 65. Retention May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back? Key question: How to make the second time better?
- 66. Retention Ward van Gasteren Growth Hacking Expert www.growwithward.com How to make someone come back? How to make the second time better?
- 67. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”?
- 68. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? Key question: What highlevel-emotions do I spark?
- 69. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
- 70. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
- 71. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
- 72. Referral May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com How to stimulate “word-of-mouth”? What highlevel-emotions do I spark?
- 73. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 74. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 75. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com
- 76. Round-up May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Later
- 77. Ward van Gasteren Growth Hacking Expert www.growwithward.com May 8 2018 - Breda, Netherlands Questions? Pssst… Let’s connect
- 78. May 8 2018 - Breda, Netherlands Ward van Gasteren Growth Hacking Expert www.growwithward.com Let’s connect! www.linkedin.com/in/wardvangasteren