Workshop slides of the Innovation Melange on "5 Proven Tactics for Digital Growth in 2020" hosted by Talent Garden Vienna. During this free online workshop, we have explored best practices and gained valuable insights into the daily work of digital marketers and growth hackers.

1. 28.07.2020
5 Proven Tactics for
Digital Growth in 2020
Online
Workshop

2. /attentionfox
@attentionfox
Founder @ Attention Fox
Scientific Coordinator @ Talent Garden Vienna
Content Strategy, Content Marketing, SEO & Performance Marketing
Dominik Berger
/dominik-berger-atfx

3. Agenda
1. Short Introduction to Growth & Digital Marketing
2. 5 Proven Tactics for Digital Growth in 2020
3. Q&A

4. Short introduction to Growth &
Digital Marketing

5. “All marke(ng efforts that use an electronic device or the internet. ”
SEO
PPC
Content Marke.ngE-Commerce
Email Marke.ng
Social Media Marke.ng
Online PR
Affiliate Marke.ng
Marke.ng Automa.on Inbound Marke.ng
Programma.c
Owned Earned Paid

6. The 7 P’s of digital marketing
Source: https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/

7. Redefining the goal of marketing
Awareness
Acquisi.on
Ac.va.on
Reten.on
Revenue
Referral
Awareness
Acquisi.on
Ac.va.on
Reten.on
Revenue
Referral
Tradi&onal Marke&ng Growth Marke&ng

8. Redefining the goal of marketing
Awareness
Acquisi.on
Ac.va.on
Reten.on
Revenue
Referral
Growth Marke&ng
Growth without reten(on is not
growth (for most business
models).
Growth marke(ng focuses on
a<rac(ng more engaged
customers by pu?ng them into
the center of any ac(ons you take.
💰

9. Redefining the goal of marketing
“Good growth teams care about
driving acquisi(on. Great growth
teams care about acquiring users
who will s(ck around.”
“Growth marke(ng is removing the
boundaries of marke(ng to enable
every aspect of the customer
experience to focus on a<rac(ng
more engaged customers.”
Mike Volpe
Former CMO & Founding Member
HubSpot
Annie Katrina Lee
Head of Commerce Marke8ng
Twitch

10. Thinking customer-centric
A"ract
Engage
Delight
🤠

11. Thinking customer-centric

12. Tactics for digital growth

13. 0⃣ Prioritize long-term growth
• Don’t grow for the sake of growing.
• Know your long-term goal (1, 3, 5, 10 years)
• Set your north star metric
• Choose a system to set your goals (i.e. OKRs)
• Start thinking customer-centric
Build tools that help people express themselves
and bring their unique visions to life.
https://www.drift.com/blog/squarespace-billion-dollar-growth/

14. 1⃣ Figure out paid channels
• Most organiza(ons are not able to leverage paid channels
• Low hanging fruits: Retarge(ng
• Focus on conversion-op(mized campaigns and think in funnels instead of
single cmapaigns
• Try as many channels as possible and find the right mix
• Focus on ROAS / ROI
We Make-up achieved a 58X return on ad spend (at €0.07 per
add-to-cart ac9on) with dynamic ads during a high-energy 24-
hour conversion campaign to celebrate Na9onal Lips9ck Day.
h"ps://www.facebook.com/business/success/we-make-up

15. 2⃣ Run A/B-tests
• Always run (A/B-) tests to ensure that you are doing the right thing
• Test one aspect/variable at a (me
• Think of sta(s(cal significance
Some inspira&on:
• Subject lines in emails
• Images in ads
• CTA colors
• Copy (everywhere)
• Targe(ng in ads (i.e. demographics)
Tools: Google Op(mize, Unbounce, Op(mizely, HubSpot, etc.

16. 2⃣ Run A/B-tests
Follow a “scien&fic” approach:
1. Define the ques(on(s) / hypothesis
2. Gather data and be sure what has been already collected
3. Define your hypothesis
4. Collect data (= perform experiment)
5. Draw conclusions
6. Implement & re-test
Atlassian runs over 25 experiments per month, not only for
marke9ng purposes and op9miza9on of their customer funnel,
but also within the product itself as an integral piece of
gathering data
h"ps://blog.op6mizely.com/2019/01/15/atlassian-harnesses-the-power-of-experimenta6on/

17. 2⃣ Run A/B-tests

18. 3⃣ Leverage personalization
• Only very few organiza(ons execute a personalized messaging strategy
• With all the data we collect and the tools we can use, it’s (me for personaliza(on
Segmenta&on is key:
• Behavior
• Interests
• Demographics
Quick win: Get started with personalized email.
It’s worth trying to get right. We know that personaliza9on can
deliver five to eight 9mes the ROI on marke9ng spend, and can
liO sales by 10% or more.
h"ps://www.mckinsey.com/business-func6ons/marke6ng-and-sales/our-insights/personalizing-at-scale

19. 4⃣ (Re-)use videos
• Video has become important on every pla_orm and channel (and is s(ll important).
• You can use video content to promote and market your product or service, increase
engagement on your digital and social channels, educate your consumers and
customers, and reach your audience with a new medium.
Good news: video produc(on is more cost-effec(ve than ever — you can shoot in high-
quality, 4K video even on your smartphone.
Think omni-channel: Use na(ve videos wherever possible, re-use videos by cu?ng them
into smaller junks. Use them for paid channels as well
Thanks to the month-long campaign, Hawaiian Airlines
increased flight bookings by 185%, while reducing cost per
acquisi9on by 69% compared to other campaigns run
concurrently.
h"ps://www.thinkwithgoogle.com/adver6sing-channels/video/video-adver6sing-campaigns/

20. 4⃣ (Re-)use videos
Follow these simple steps:
1. Plan your video (goal, target audience, budget, etc.)
2. Script your video (storyboard)
3. Try your equipment (smartphone, camera, mic.)
4. Set up your “studio”
5. Brief your talent (your “actors”)
6. Shoot for the edit
7. Edit your video
8. Choose your music (if needed record voiceover)
Tools: Adobe Spark, Animoto, Shakr, Animaker

21. 5⃣ Conduct an audit of your content
Audit your website for outdated, inaccurate or invaluable content.
Follow a quan&ta&ve & qualita&ve approach:
• Create an inventory of your website content
• Look at your analy(cal data (visits, tos, conversions, etc.)
• Assess the content (up-to-date, valuable, accurate)
• Delete, update or repurpose content
Remember: Quality > Quan(ty!
Tools: SEMrush, Screaming Frog SEO Spider, etc.
A content audit is meant to bring more performance, more quality,
and beXer rankings and conversions to the content published on your
website. In short, deploying a content audit will help both your SEO
and content marke9ng efforts in boos9ng your business.
h"ps://cogni6veseo.com/blog/15220/content-audit-guide/

22. Recap
0⃣ Priori(ze long-term growth
1⃣ Figure out paid channels
2⃣ Run A/B-tests
3⃣ Leverage personaliza(on
4⃣ (Re-)use videos
5⃣ Conduct an audit of your content
Some wisdom:
🚀 Growth marke(ng = “Experiment Driven Marke(ng” (Sean Ellis)
🚀 Growth isn’t free, it always has a cost (Morgan Brown)
🚀 Reten(on trumps acquisi(on (Aaron Ginn)
🚀 Make stuff people want (Paul Graham)
🚀 There are no silver bullets (Ben Horowitz)

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