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Growth Hacking For Your Business: A How-To Session
February 2015
Presenters: 4EyedMedia.caAngela LaGamba & Bobby Dhillon @4EyedMediaTO@AngelaLaGamba & @BobbyDhillon #4EMTO
Digital Marketing Trends
Exciting Predictions for 2015
@AngelaLaGamba @4EyedMediaTO@BobbyDhillon #4EMTO
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Content Marketing
Money from PPC, SEO and social media will be allocated to content
90% of organizations use content marketing
Businesses with blogs generate organic traffic and lead generation
Social Media Marketing
Solid and effective distribution platform
Strong B2C interaction
88% of marketers use LinkedIn as a solid B2B marketing platform
Instagram has grown to over 200 million users and leveraged by businesses as a preferred image-sharing platform
Native Advertising
Ads embedded in Facebook NewsFeed or Twitter stream
Closely resemble organic content
More likely to get clicked (higher click rate) vs. historical banner display ads
Increased importance as it moves towards relevant content
Suitable for mobile advertising with improved ads for smaller screens
Spending: ~$7.9 billion (2014) and grow to ~ $21 billion (2018) – BI Intelligence
Growth Hacking
Term coined by Sean Ellis in 2010
Marketing technique & mindset by technology startups using a lean launch model
Main Focus: Growth first, budgets second
Uses low-cost & innovative alternatives – social media, viral marketing, SEO, content marketing, website analytics, A/B testing
Used by: Twitter, AirBnB & Dropbox
Responsive Web Design
Term coined by Ethan Marcotte in 2010
Adapting a single website’s layout for different screen resolutions using fluid grids that resize for different screen sizes for multiple devices
Start big and then reduce
Pros: Single website URL, easy SEO and marketing, low cost
Cons: Technical problems with slow loading, mixed user experience
Mobile First Design
Developed by Luke Wroblewski in 2009
A strategy & approach to writing code aka progressive enhancement
Design for smaller screens (mobile) first, then add more features & content for larger screens (desktop, tablet)
Large audience – 1.2 billion+ global mobile web users & 25% of mobile web users are mobile-only in U.S.
Pros: Better user experience and ranking opportunities, loads faster
Cons: Multiple URLs, more maintenance, not universally compatible
Near Field Communications
Digital payments and contactless services gain traction
50% of smartphone users expected to use mobile wallets as preferred payment method by 2017
Biggest entry to market: Apple Pay
Wearable Technology
Hot launch expected in 2015: Apple's iWatch
79 million+ estimated wearables sold in 2015
Internet of Things (IoTs)
4.9 billion connected 'things' will be in use in 2015, reaching 25 billion in 2020
$40 billion will be spent designing, implementing, and operating IoTs in 2015
Startup Growth Techniques
Tactics To Grow Your Business
@AngelaLaGamba @4EyedMediaTO@BobbyDhillon #4EMTO
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3 P’s To Getting Visitors
Pull – entice & incentivize visitors to you – e.g. infographics
Push – more aggressive attention seeking – e.g. PPC banner
Product – friends invite users to use your product e.g. referrals
Pull Tactics
Entice & incentivize visitors to you
@AngelaLaGamba @4EyedMediaTO@BobbyDhillon #4EMTO
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Blogging or Guest Blogging
Build your audience & have flexibility over content
Gently pull people in start a new post with a bio that links to your product
Focus posts on something emotional, trendy, educational, enjoyable, or surprising
Podcasting or Guest Podcasting
Inbuilt distribution mechanism with podcast listening apps
Select & dominate a narrow niche
Create an educational course on relevant topic for your users
Be guest on podcasts & use episodes in a drip campaign for your product
E-Books, Guides & Whitepapers
High perceived value Great for social media sharing
and content marketing Become a thought leader as
an author Ask for an email address in
exchange for downloads Used by: MailChimp
Infographics
Visual image used to represent information or data
Displays expertise, aesthetic taste, appeals to short attention spans
Tips: good topic, right data, strong story, great design
Distribute to your users or a marketplace (e.g. Visual.ly)
Webinars
Live online seminars Exclusive (limited seats),
scheduled and live (important information), interactive (build connections), create value (educational)
Special promotion & drives traffic
Used by: Unbounce
SEO – Content & Code
Create content + become an authority in your topic + rank higher on keywords
Content: Produce quality content over a period of time
Code: Optimize links with keywords, H1 tags labelled, updated sitemap, use Schema.org tags for content
Used by: Udemy by transcribing course videos into text for SEO
Social Media
Twitter, Facebook, Tumblr Know your audience Focus on long-term value building,
engagement, interesting content Leverage as a customer support
tool Amplify content from other tactics Used by: Skittles + shows every
mention of the word "Skittles' on their Twitter homepage
Contests
Drive new traffic to your product Give away meaningful prizes –
experiences, goods & services Hand out 1st, 2nd & 3rd place prizes Generate lots of noise online on
your channels when winners are announced
Used by: AppSumo
App Marketplaces
New channels: Apple App Store, Google Play Store
B2C App Marketplaces: Your company made an app for a consumer Tips: Reviews matter, great screenshots,
careful app naming, wide channel promotion
B2B App Marketplaces: Your product can be used for business Tips: Promote across your other channels,
integrate with other products, reviews & screenshots matter
Used by: Salesforce – AppExchange - B2B app marketplace
Push Tactics
More aggressive attention seeking
@AngelaLaGamba @4EyedMediaTO@BobbyDhillon #4EMTO
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Purchase Ads
Understand the ad platform network options: Mainstream (Facebook, Google Ad Words) Corporate (LinkedIn) Niche (target specific verticals
withcarbonads.net or decknetwork.net) Mobile Users Only (tapjoy.com) Retargeting = the ability to track users to your
site & show your ads only to those people as they browse around online (adroll.com, perfectaudience.com or retargeter.com)
Tips: Have a strategy, learn the technicalities of the platform, use various and multivariate testing
Cross-Promotions
Cross promote with other companies already serving your target demographic
Swap Facebook posts, tweets, email messages, ‘sponsored by’ e-newsletter, ad space, pre-roll video swap, or giveaways
Product Tactics
Friends invite users to use your product
@AngelaLaGamba @4EyedMediaTO@BobbyDhillon #4EMTO
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Network Invitations – Email Contacts
Import your email addresses
Build your initial website or app traffic
Used by: LinkedIn
Network Invitations – Social Contacts
Use Facebook Connect as your product login
Fewer clicks & less friction for end user
Ask them to invite their friends later
Used by: Facebook
Social Sharing Strategy
Make it easy for users to share each & every post with your social connections
Use code snippets can be copied onto your site’s code
Think of where your traffic comes from – leverage those sites
Used by: Blogs
Sources – 1
Digital Marketing Trends:http://www.cmo.com/slide-shows/slide_show_11_top_ma.htmlhttp://www.forbes.com/sites/onmarketing/2014/12/18/five-digital-marketing-predictions-that-fizzled-in-2014/http://www.business2community.com/digital-marketing/12-mistakes-digital-marketers-shouldnt-make-2015-01114730http://www.business2community.com/digital-marketing/can-2014-digital-marketing-trends-inform-2015-marketing-strategy-01107715http://www.clickz.com/clickz/column/2386659/10-digital-marketing-predictions-for-2015http://www.mediapost.com/publications/article/241394/what-digital-marketers-can-expect-in-2015.htmlhttp://www.businessandleadership.com/small-business/item/48967-ten-digital-marketing-resolhttp://vsr.edgl.com/reseller-news/15-Digital-Marketing-Trends-for-201597496http://www.sociallystacked.com/2014/12/2015-digital-marketing-trends-infographic/
Sources – 2
Cross Promotions:
http://www.inc.com/magazine/19970601/1259.html
Facebook Predictions:
http://www.insidefacebook.com/2014/12/23/2015-digital-marketing-predictions-for-facebook/
Growth Hacking:
http://www.quicksprout.com/the-definitive-guide-to-growth-hacking/
https://growthhackers.com/
Infographics:
http://blog.hubspot.com/marketing/best-infographics-2014
http://www.entrepreneur.com/article/240895
Sources – 3
Mobile First Design:
http://moboom.com/blog-post/what-is-mobile-first-design-and-why-should-i-care/e14c121f-f539-aa88-23a1-5217e7b71283
http://designshack.net/articles/css/mohttp://ow.ly/H719V bilefirst/
Responsive Web Design:
http://blog.digitaltutors.com/mobile-first-vs-responsive-web-design/
http://designmodo.com/responsive-design-vs-mobile-website-vs-app/
Social Media Integration:
http://webdesignledger.com/inspiration/55-examples-of-beautifully-integrated-social-media-links-in-web-design
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