The Growth Hacking Mindset & Techniques to Grow Your Business

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Bernard Huang's presentation at the Master in Growth conference in Istanbul 2014 presented by StartupTurkey & the Etohum startup accelerator. Topics: * The Growth Mindset: How To Think About Growth Hacking * Growth Hacking Recipes: Techniques To Grow Your Business Growth hacking channels covered: * Eventbrite * Meetup * Quora * Reddit * SEO * SEM * Facebook

the growth mindset
how to think about
growth hacking
@bernardjhuang

growth
comes from a series of
experiments
@bernardjhuang

scientific method
1. objective
2. hypothesis
3. experiment
4. conclusion
@bernardjhuang

define your objective
more _______
@bernardjhuang

have a hypothesis
if we _______ then
we’ll get more _______
@bernardjhuang

experiment
• assume nothing
• set up analytics
• statistical
significance
@bernardjhuang

assume nothing
it’s hard to know what
will work
@bernardjhuang

analytics
“If you cannot measure it,
you cannot improve it.”
– Lord Kelvin
@bernardjhuang

statistical significance
> 28 data points at
least
@bernardjhuang

conclusion
did the experiment
work as planned?
@bernardjhuang

if it did…
scale the experiment
@bernardjhuang

if it didn’t…
what did you learn?
@bernardjhuang

experiment relentlessly
experiment
experiment
experiment
experiment
experiment
@bernardjhuang

basic web funnel
@bernardjhuang
traffic
conversion rate
sign ups

what’s low hanging fruit?
10,000 traffic
10% conversion rate
=
1,000 sign ups
@bernardjhuang

2x traffic
20,000 traffic
10% conversion rate
=
2,000 sign ups
@bernardjhuang

2x conversion rate
10,000 traffic
20% conversion rate
=
2,000 sign ups
@bernardjhuang

which one is easier?
get more ______ until
it’s easier to get more
of the other
@bernardjhuang

market size
audience potential
users
@bernardjhuang

market size
@bernardjhuang
audience
x
conversion rate
=
potential users

market size - facebook
facebook potential
users
@bernardjhuang

market size - facebook
@bernardjhuang
facebook
group
potential
users

market size
go to the channels
where your potential
users are
@bernardjhuang

growth hacking recipes
techniques to grow
your business
@bernardjhuang

more traffic
• borrow
• leverage
• incentivize
@bernardjhuang

throw events - eventbrite
@bernardjhuang

analytics - reddit
organic reddit
paid reddit @bernardjhuang

be an influencer - meetup
@bernardjhuang

search engine optimization
• keyword research
• on page elements
• link building
@bernardjhuang

keyword research - seo
google adwords
keyword planner @bernardjhuang

keyword research - seo
keyword competition

on page elements - seo
• unique content
• sitemap
• keyword in title,
meta description,
and h1 tags
@bernardjhuang

link building - seo
• blogging
• guest blogging
• press release
• creative endeavors
@bernardjhuang

search engine marketing
• google adwords
• bing / yahoo ads
@bernardjhuang

a/b copy testing - sem
quantify your tagline
@bernardjhuang

other normal channels
@bernardjhuang
• hacker news
• twitter
• pinterest

don’t be afraid
think outside the box
@bernardjhuang

more sign ups
conversion rate
@bernardjhuang

conversion rate
@bernardjhuang current conversion rate?

conversion rate
vs
@bernardjhuang make wild changes

analytics - conversion rate
old new
23% better
@bernardjhuang

higher conversion rate
@bernardjhuang credibility

higer conversion rate
@bernardjhuang people’s faces

higer conversion rate
clear calls to action
and people’s faces
@bernardjhuang

Guerrilla marketing talk given to TradeCraft students and 500 Startups portfolio companies based on past growth hacking experience. Startups & companies that I've guerrilla marketed for include Mosec, Food by People, 42Floors, GameRunners, BakeCalc, and more! Topics that we'll cover include: * basics of guerrilla marketing * how to guerrila market * guerrilla marketing toolbox * guerrilla marketing war stories > giving out random stuff > taking advantage of random sh*t on the internet > event hacking > manipulating quora > buying / building backlinks > negative SEO attacks > community-driven content > engineering-as-marketing > scientific content hacking > rank and rent > sell other people’s stuff > study what others are doing > buying trust, social signals, and karma, > door-to-door sales > explain squeeze pages, lead magnets, and trip wires > custom business cards > craigslist spamming > hackernews voting rings.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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The Growth Hacking Mindset & Techniques to Grow Your Business

1. the growth mindset how to think about growth hacking @bernardjhuang

2. Bernard Huang - 42Floors @bernardjhuang

3. growth comes from a series of experiments @bernardjhuang

4. scientific method 1. objective 2. hypothesis 3. experiment 4. conclusion @bernardjhuang

5. define your objective more _______ @bernardjhuang

6. have a hypothesis if we _______ then we’ll get more _______ @bernardjhuang

7. experiment • assume nothing • set up analytics • statistical significance @bernardjhuang

8. assume nothing it’s hard to know what will work @bernardjhuang

9. analytics “If you cannot measure it, you cannot improve it.” – Lord Kelvin @bernardjhuang

10. statistical significance > 28 data points at least @bernardjhuang

11. conclusion did the experiment work as planned? @bernardjhuang

12. if it did… scale the experiment @bernardjhuang

13. if it didn’t… what did you learn? @bernardjhuang

14. experiment relentlessly experiment experiment experiment experiment experiment @bernardjhuang

15. basic web funnel @bernardjhuang traffic conversion rate sign ups

16. what’s low hanging fruit? 10,000 traffic 10% conversion rate = 1,000 sign ups @bernardjhuang

17. 2x traffic 20,000 traffic 10% conversion rate = 2,000 sign ups @bernardjhuang

18. 2x conversion rate 10,000 traffic 20% conversion rate = 2,000 sign ups @bernardjhuang

19. which one is easier? get more ______ until it’s easier to get more of the other @bernardjhuang

20. market size audience potential users @bernardjhuang

21. market size @bernardjhuang audience x conversion rate = potential users

22. market size - facebook facebook potential users @bernardjhuang

23. market size - facebook @bernardjhuang facebook group potential users

24. market size go to the channels where your potential users are @bernardjhuang

25. growth hacking recipes techniques to grow your business @bernardjhuang

26. more traffic • borrow • leverage • incentivize @bernardjhuang

27. eventbrite @bernardjhuang

28. throw events - eventbrite @bernardjhuang

29. influencers - eventbrite @bernardjhuang

30. incentivize - eventbrite @bernardjhuang

31. oops - eventbrite @bernardjhuang

32. apologize - eventbrite @bernardjhuang

33. analytics - eventbrite @bernardjhuang

34. quora @bernardjhuang

35. scrape - quora @bernardjhuang

36. answer questions - quora @bernardjhuang

37. analytics - quora @bernardjhuang

38. oops - quora @bernardjhuang

39. reddit @bernardjhuang

40. message users - reddit @bernardjhuang

41. analytics - reddit @bernardjhuang

42. create content - reddit @bernardjhuang

43. advertise - reddit @bernardjhuang

44. analytics - reddit organic reddit paid reddit @bernardjhuang

45. oops - reddit @bernardjhuang

46. meetup @bernardjhuang

47. start - meetup @bernardjhuang

48. be an influencer - meetup @bernardjhuang

49. rank in google - meetup @bernardjhuang

50. influencer outreach @bernardjhuang

51. success - influencer @bernardjhuang

52. analytics - influencer @bernardjhuang

53. search engine optimization • keyword research • on page elements • link building @bernardjhuang

54. keyword research - seo google adwords keyword planner @bernardjhuang

55. keyword research - seo keyword competition

56. on page elements - seo • unique content • sitemap • keyword in title, meta description, and h1 tags @bernardjhuang

57. link building - seo • blogging • guest blogging • press release • creative endeavors @bernardjhuang

58. search engine marketing • google adwords • bing / yahoo ads @bernardjhuang

59. a/b copy testing - sem quantify your tagline @bernardjhuang

60. facebook outreach @bernardjhuang

61. groups - facebook @bernardjhuang

62. other normal channels @bernardjhuang • hacker news • twitter • pinterest

63. don’t be afraid think outside the box @bernardjhuang

64. more sign ups conversion rate @bernardjhuang

65. conversion rate @bernardjhuang current conversion rate?

66. conversion rate vs @bernardjhuang make wild changes

67. analytics - conversion rate old new 23% better @bernardjhuang

68. higher conversion rate @bernardjhuang credibility

69. higer conversion rate @bernardjhuang people’s faces

70. higer conversion rate clear calls to action and people’s faces @bernardjhuang

71. experiment relentlessly experiment experiment experiment experiment experiment @bernardjhuang

72. questions? @bernardjhuang

The Growth Hacking Mindset & Techniques to Grow Your Business

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