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The science of making companies
GROW
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Part 1:Definition of Growth Hacking
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
What is Growth Hacking?Growth Hacking is a new term created by Sean Ellis.Growth Hacking is the science of achieving incredible
growth with non traditional strategies.Growth Hacking is also the science that helps you
decide how to move users from one state to the next one consistently.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
How can GH make a company grow?Growth Hacking can make a company growth as a
result of a sum of hundreds of actions that will bring incredible and impactful growth.
Growth Hacking can make a company growth, both virally because of one action or the sum of hundreds of actions.
Effective Growth Hacking is the result of a lot of hard work. There is no shortcut.
Growth Hacking only looks easy once you’ve found out the things that work for your product.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Which resources you need to start GH?Growth Hacking is a term now relegated for startups,
because:a. They need a fast growth andb. They lack resources
Growth Hacking can work without resources, and also with them.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Who is Growth Hacking for?Businesses looking for an alternative and impactful
solution for their growth.Startups.Established companies looking to grow their
business.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
What is a Growth Hacker?“A Growth Hacker is a person whose true north is
growth” – Sean EllisA Growth Hacker is a business developer obsessed
with GROWTH.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
What is the mission of a Growth Hacker?GROWTH!Their power comes from their focus and obsession in
GROWTH.They help early stages startups grow.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Who is the PERFECT Growth Hacker?He or she:
• Is obsessed with Growth• Understands how people flow online• Is clever, ingenious, original, creative, inventive, curious,
fearless and perseverant.• Is obsessed with Analytics• Know a little bit about psychology and viral loops• Understands very well technology• Pushes the boundaries to their limits for growth• Understands products can spread themselves• Is a Marathoner
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
To be a Growth Hacker you don’t need to:Be an engineer or a coder: there are amazing tools
these days to substitute the coder of a teamHave a degree on Marketing: You need to be creative
and find many ideas for growth.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hackers and AnalyticsGrowth hackers are extremely ANALYTICAL:
• They love, depend and understand analytics. • Analytics are essential for a Growth Hacker. Why:
The only thing that counts are results, and results are backed up by Analytics.
Without analytics a growth hacker cannot prove his changes are working (or not!).
Analytics can help them prioritize their to-do list. They keep the Growth Hacker focus.
Analytics make success repeatable (and stop what isn’t working) Analytics can predict the future basing results in yesterday’s results.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Which tools a Growth Hacker uses?A Growth Hacker uses whatever tools at their
disposal to increase Grow and to measure it.• These are some of those tools:
• To increase growth• Mail: Mailchimp• Social Sharing: Hootsuite• A/B Testing: LandPages
• To measure it:• Google Analytics
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Part 2:The Growth Hacking Process
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
A-.Checklist before you start GH1. Who are your customers?2. Where are they?3. What are your goals?4. Can you track your goals?5. What are your strengths?6. Execution7. Optimization and Repetition
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
1. Who are your customers?AgeGenderProfessionIncomeTrainingHobbies
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
2.How do you reach them?Existing customers:
• Where do they come from now to your website?New customers:
• Where do they hang around? Which websites, blogs, they read, comment or visit?
Knowing who your customers are, it is easier to find where they hang out.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
3. Define your goalsYour Goals have to be NARROW. Break them down.
They have to become individual tasks.Do not have broad goals because:
You will not be effectiveYou will get lostThe results will be meaningless
Your Goals have to be actionable
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
4. Implement AnalyticsDo you have a system to properly track your
Analytics?You need to TRACK if you have achieve your goals (or
if you haven’t)Apart from Google Analytics you need to use other
analytic software to track down other results.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5. Leverage your StrengthsWhat do you have at your disposal that:
• Requires little effort• Can produce a big impact?
Then you have found gold!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
6. Execute your experimentMake sure you have a control group to compare the
results.Before you do it, WRITE DOWN your hypotheses because:
They are a reflection of your assumptionsThey keep you honest
Be realistic about the time and the resources is going to take
Do not despair if it fails.Learn from the experiment’s failure or successDon’t give up!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
7. Optimize and Repeat the ExperimentTransform itRepeat it
*again, make sure you have a control group
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
B. The Growth Hacking FunnelThese are the phases of the Growth Hacking Funnel:
1. Acquisition2. Activation3. Retention4. Referral 5. Revenue
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
1-. Acquisition: DefinitionIn this phase you want to ACQUIRE potential
customers to your productYour goal is to get VISITORS!How?
• Marketing, SEO, social media, word of mouth, …Example:
• You visit a page because your friend shared it in facebook
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
1-. Acquisition: ToolsOptimize SEO – Slide 45Blog – Slide 46Guest Blog – Slide 47Content Sharing – Slide 48Landing Pages – Slide 49A/B testing – Slide 50Integrations and APIs – Slide 51Social Media Campaigns – Slide 52Get Viral – Slide 53Influencers – Slide 54Member gets Member – Slide 55Partnerships – Slide 56
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
1-. Acquisition: MeasureNumber of visits to your website through
Google AnalyticsKissMetricsMixPanelHubSpotOptimizelyMarketoSumoMe
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
2-. ActivationA visitor gets activated when they come to your
website and engage with you. How?They create an accountThey join the newsletterThey download a reportThey access to competitions
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
2-. Activation toolsEmail with:
UpdatesTips and tricksPromotions
Free ebooksEntering competitionsSoftware:
Mailchimp: first 2.000 subscribes freeHubstop: Paying service. Creates fast landing pages with
prebuilt social media, mailing campaigns and great trackingA/B testing
Unbounce
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
2-. Activation MeasureIn your website with:
New emails from users
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
3-. RetentionRetention happens when users come back to your
websiteYou get them to stay active.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
3-. Retention ToolsEmails with:
Related topicsTips and tricksDealsNotifications on others activities
Related posts at the end of each articleA/B Testing
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
3-. Retention MeasureIn mailing campaigns:
Click through rateEmail openings
In your website with:Repeated visitors
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
4-. ReferralActive users refer others to your website
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
4-. Referral ToolsFor your wordpress blog:
SumoMe for sharing articlesOther platforms:
HootsuiteA/B testing
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
4-. Referral MeasureGoogle AnalyticsAny other Analytics software, for example:
Kissmetrics
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5-. RevenueRevenue happens when you monetize your active
users
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5-. Revenue ToolsA/B Testing
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5-. Revenue ChannelsThere are many tools you can use to get revenue from
your website. You can:Sell your own productSell other people’s product through affiliatesInsert publicity
Private entities Adsense, for example
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5-. Revenue MeasureYour own product
You must have a registry of what is being soldOthers products:
They must have a registry of your salesThey must also have the terms and conditions. For
example, it is important to know the days they are retaining your cookies
Other channels:Adsense pays you per clickPrivate advertisers may pay you with a fix fee, a pay per
click or a pay per impression.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hacking Software Tools for
Landing PagesUnbounceOptimizelyVisual Website Optimizer
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hacking Software Tools for
MetricsMixpanelKissMetricsHeap AnalyticsFlurryGoogle analyticsTrak.ioMozLocalyticsKeen IOKontagent
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hacking Software Tools for
Email OptimizationIntercom.ioVeroMandrilSent with usUser foxCustomer.ioKlaviyo
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hacking Software Tools for
User AnalyticsFox MetricsWoopra
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Growth Hacking Software Tools for
Customer ExperienceTestFlightClicktaleSumoMe HeatmapsCrazy Egg
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 1: Optimize SEO• Use it and optimize your website in order to receive organic
visitorsToosl for SEO• If you have a Wordpress site the best plugin for SEO I have
found is “SEO by Yoast”.• Also I use “Google Adwords” and “Market Samurai” to find
terms that have high search volumes before I post a new article.• Download plugin to get Rich Snippets. To add information
about you in the post. • By the way, also improve your loading time by downloading
W3 Total Cache, a plugin for wordpress.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 2: BLOGCreate awesome and super helpful content for your
visitorsFind out what they are interested in and write helpful
stuff about it.Create images, videos, infografics for itAdd social media widgets. I love SumoMe by
Appsumo.You can automate idea generation using google
trends on topics to cover.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 3: Guest Blog• Reach out to other blogs on your sector.• Most of the bloggers are always looking for content.• These are the main advantages:
It gives you targeted exposure It gives you qualified traffic It builds your credibility It’s a great networking channel It opens other’s social networks when they share your post It opens business opportunities It gets you more guest post offers
• Blog in Quora please. It is a great place to blog!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 4: Share your contentGet your content out there!Find relevant topics online and self promoteBe useful to the community, not spammy.Automate. How? These are the tools I use:
• Hootsuite: Master Hootsuite. It is the best tool7• In you blog:
Install SumoMe Install Next Scripts, an awesome autoposting plugin
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 5: Landing PagesIf you are trying a new idea/experiment, in order to
see the respond, try landing pages.I use www.launchrock.co. It is easy and it does the
job
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 6: Landing PagesIf you are trying a new idea/experiment, in order to
see the respond, try landing pages.Get their email address!Completing the process is the only way to leave the
landing page (upssss, like Groupon)Groupon customizes the image on their landing page
depending on your search term.I use www.launchrock.co. It is free, easy and it does
the job.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 7: Integrations and APIsYou want to get 1% of the big companies clients. Thats works!
Get there.Integration in numbers of users:
Dropbox: 50m+ users; Shopify - 80.000+ shops signed up; Salesforce - 100.000+ users; Mailchimp - 2m+; Evernote - 30m+
Integrations have to make your product BETTERSalesForce is a very powerful integration because:
the average Salesforce client pays a lot of money. This is a QUALITY integration. Their changes to pay money for your products is very high.
You can also ask your customers which products the use so you can integrate with those products.
Make other large markets to work with your website is super beneficial for users (AirBnB created a feature to “post to craiglist” to get traction)
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 8: Social Media CampaignsLeverage vanity and curiosity by teasing users
User A: give him something cool and encourage him to share
User B: Gets curious and click, then also learn about your company
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 9: Get ViralBe creative. Find the way to do it.Example:
• Jon Yongfook created a video game where at the middle point to keep on playing you had to invite another person to play. Worked great! 10k+ users in 2 days!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 11: InfluencersGet influencers to talk about your product.How?:
• Offer it to them for free so they can try it and talk about it
• Give them a monetary compensation
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 12: Member get MemberMember get Member technique. How?Refer a friend and get:
a discount free shippinga monetary coupon.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Acquisition Tool 13: PartnershipsPartnerships are very valuableTypes of compensation:
Revenue-Share: Easily set up an Affiliate programUp-front payment or revenue guarantee: sometimes
neededIn exchange for their service you can offer them a
product or data for free
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
Thanks!
Laura Moreno CabanillasGrowth Hacker
15+ years of experience in growthwww.confessionsofanentrepreneure.com
www.linkedin.com/in/lauramorenocabanillas/