Download pdf - Crash Course: Growth Hacking Your Customer Acquisition

Crash Course on

Customer Acquisition

Brought to you by:

Hello! My name is Gregory Figuereo

Email: [email protected]

@gregoryfiguergoGregory Figuereo

Bow Jitnaitham

@b.jitnaithamBow Jitnaitahm

Our Goal:

Flip the success rate of Asian

startups from 1/10 to 9/10

Consultancy Academy Community

What we do?

We work with you to...

○ roll out an experiment and data-driven

growth strategy

○ execute growth tactics and achieve targeted

results

○ teach you processes, tools and techniques to

sustain your growth engine

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experiments, our bootcamps

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Gregory Figuereo

Growth Hacking Asia

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Agenda• SEO

• Conversion Rate Optimization

• Facebook

• Line Marketing

• Referral Marketing

• Workshops

• Social Media

Workshops• Review your website for SEO and CRO improvements

• Fill out Buyers Journey and Content Mapping Templates

SEO

Why Should You Invest in SEO?

Why Should You Invest in SEO?

• SEO is Good for Business Visibility and Branding

• SEO Brings Your Business Traffic

• It is Cost-Effective

• Your Competitors Are Doing It

• It Still Works

A Simple Approach to Getting Started With SEO

• Create a website

• Install Google Analytics or MixPanel to track visitors

• Conduct Keyword Research using Google Keyword Planner

• Add content containing targeted keywords to site and blog

• Place links to website on your social media accounts

• Share your blog posts on your social media accounts frequently

Question: Why Do I Need a Website?

Answer #2: Once you optimize your

website, it becomes a 24/7 virtual

salespeople that never sleeps, never gets

sick and never says no! They are always

ready to do their job, convert and close!

Answer #1: Without a website, you can’t

fully take advantage of the benefits

associated with SEO.

More Reasons Why You Need a Website

• They Provide Your Business Credibility

• They Allow You To Communicate In Almost Any Language

• They Save You Money

• A Website Makes It Possible To Target A Wider Market

• They Enable You To Collect Data You Can Use To Better Target

And Convert Prospects

• You Can’t Afford Not To

What Content Should My Website Have?

Your Website Should Have Content That:

• Informs about your product or service

• Converts visitors thru marketing messages and CTA’s

What Content Should My Website Have?

Typical pages that informs about your product or service include:

• About us

• Contact us

• Product/service descriptions

• Pricing page

• Clients and testimonials

• Blog

Q: What Type of Content Should My Website Have?

A: Content that caters to ever stage of your Buyer’s Journey:

What Type of Content Should My Website Have?

What Type of Content Should My Website Have?

Your website content should fit in with your industry, culture and

brand personality. More examples of content and keywords:

• Video: Explainer videos, product demos, announcements, promos

• Guides: How-to’s, step-by-step guides, “guide to”

• Tips: Strategies, tactics

• Content from a thought leader

• Comparisons: Pro’s and cons, verses

• Questions: How, what, where, when, why, FAQ’s

• Lists: “Top Ten Best”, “5 ways to…”, “3 Reasons Why…”

Conversion Rate

Optimization

(CRO)

Conversion rate optimization (CRO) is a system for increasing the

percentage of visitors to a website that convert into customers, or more

generally, take any desired action on a webpage.

What is CRO?

CRO is the process of increasing your percentage of visitors into buyers.

What is CRO?

Q: Why Should I Care About CRO?

A: Increasing your conversion rate by just 10% can increase

sales by 800%.

How to Get Started With CRO

#1: Set up Goals in Google Analytics or MixPanel


#2: Direct Traffic to Landing Pages and/or Pages on Optimized Website

✓ Simple Design

✓ Appealing image

✓ Clear message

✓ Clear, contrasting

CTA

✓ Only ask for email

address

✓ Incentive for sign

up


#3: Use Optimizely or Unbounce to Conduct A/B Tests

How Else Can I Implement CRO Strategies?

Discussion Topics:

• Live Chat

• Pop-up boxes

• Lead Magnets

• Social Proof

• Opt-in forms and CTA’s

• Site speed (pingdom.com)

• Analytics (review your top exit pages)

CRO: What is Social Proof?

Definition #1: Social proof is a psychological phenomenon

where people assume the actions of others in an attempt to

reflect correct behavior for a given situation.

Definition #2: Social proof is the art of creating positive

influence around your brand using our natural reliance on

peers, experts and third parties for cues that guide our own

behavior.

In other words:

“Oh! That looks good! I’ll have what he’s having!”

CRO: Why Use Social Proof?

Social proof helps convert visitors by building trust and

authority.

• Over 70% of Americans say they look at product reviews

before making a purchase.

• Nearly 63% of consumers indicate they are more likely to

purchase from a site if it has product ratings and reviews.

CRO: Examples of Social Proof

• Case studies

• Testimonials

• Reviews

• Social media

• Trust icons (3rd party endorsements, SSL certificate, client

logos)

• Data/numbers

• User generated content (blog, social media, video reviews)

CRO: Social Proof Best Practices

• Place social proof throughout website and landing page

• Use pictures, names, titles and company in testimonials

• Use industry experts and authorities for reviews/testimonials

• Get people to place their reviews everywhere (Google,

Facebook, Foursquare, Social Media)

• Repurpose social proof in blog, PRs and marketing

campaigns


Testimonial


Customers/trust icons


Case Studies: Data-driven, in-depth analysis of the product or

service you provided a current customer with.


Data/numbers: Buffer and Hootsuite

Lead Magnet

Lead Magnet

Lead magnet is a landing page or an offer dedicated to giving your

website visitor some relevant values in exchange for their contact

information.

Digital Marketer used a Lead

Magnet to generate 28,507

subscribers in 45 days

Lead Magnet Ideas

Experts

E-books and whitepapers

Mini-courses

Video

Free course / webinar

Software

Free coupons

Educational content

Free online tools

Software

Free trial

Freemium account

Demo

E-Commerce

Free coupon

Free shipping

Free gift

Membership

Educational material

Free Online Course

Expert Advice

Mini Online Courses

Free Discount Coupon

Competition or Giveaway

Give a Free E-Book

Share Reports, Case Studies & Resources

Live Chat

Benefits of Live Chat

• Customer Satisfaction: 77% of people who use live chat believe their

questions have been answered quickly and efficiently

• Higher Conversions: 61% of online shoppers and web visitors are more

like to purchase based purely on Live Chat Communication

• Strong Customer Relationships: Having a live chat option on your

website increases Customer Trust and Loyalty

• Higher ROI: Live Chat reduces overall call center costs by lowering

average interaction costs

• Customer Retention: 63% of web visitors are more likely to return to a

website that offer live chat

So, What is Live Chat?

A software that allows businesses to chat in real time with

website visitors.

Benefits of Live Chat

Convenient for Customers Competitive Advantage

Cost Effective

Increase Sales Engage with Customer

“44% of online consumers say Live Chat is one of

the most important features a Web site can offer.”

“62 percent of Internet consumers said they would

purchase more products online if live customer

support were available.”

Almost 2 in 10 live chat respondents did more

than 75% of their holiday shopping online,

compared with 14% of those who did not chat.

“Many businesses see call deflection rates of 30-70%!”

“77% of people shopping online would like to

make contact with a real person before making a

purchase.”

Pop-Up Boxes

What does Pop-Up Box do?

• Great way to keep your visitors focus on action and minimizes distraction

• Effective way to increase Conversion Rate

• Easy way to conduct A/B tests

• They work on autopilot, it's a set and forget process

Types of Pop-Up Boxes

Lightbox Pop Up

Floating bar

Side Bar Opt-in Form

Slide-In

Pop-Up Slides in

As You Scroll

Down

Mobile Pop Up

Full Page Pop-Up

Exit Intent Pop Up

Click-Thru Pop-up

Free Demo

Free Demo

Referral

Marketing“By implementing referral mechanisms within your marketing

campaign you can double or even triple ROI by encouraging viral

behaviour thru incentives or the promise of possible rewards.”

-Gregory Figuereo

Why Referral Marketing?

• 65% of new business comes from referrals

• People are 4x more likely to buy after being referred

• 83% of customers are willing to refer

• 92% of consumers trust peer recommendations

• The average value of a referred customer is at least 16%

higher than that of a non-referred customer

Referral Marketing Benefits

• Enables you to keep the conversation going

• You add value and retention to customers

• Increases retention rate of customers who refer

Referral Marketing Campaign Types

Instant Reward

Reward your customers immediately as they share your link via

their social channels.

Works best if you can offer valuable perks to the users at a low

cost to yourself. E.g.: digital content (music, e-book

downloads), access to extra features or increased usage limits,

and small discounts.


Instant Reward Example


Goal-based Rewards

Reward the customer for bringing in a set number of referrals.

Gives you more control over ROI at the expense of putting a

higher strain on participating customers.

Suitable for referral programs with high-value bonuses.


Referral Contest

Reward the customer (or several customers) who brings the

most referrals over a certain time period.

Suitable for both large one-time promo actions with expensive

prizes and smaller recurring sweepstakes.

Contests – Case Study

Contests – Case Study

Duration: 30 Days

Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends

RESULTS

Contests – Takeaways

✓ Have a compelling and product

related prize

✓ Integrate viral referral mechanics

✓ Post contest engagement drives

sales


Sweepstakes and Giveaways

Reward the customer (or customers) randomly over a certain

time period. Their chances of winning are proportional to the

number of entries they earn (for social posts, conversions, etc.).

Suitable for both large one-time promo actions with expensive

prizes and smaller recurring sweepstakes.

Referral Campaign Examples



Referral Software Example

Referral Software Prices and Features

Price = $25-$99/month or CPA based

Free Trial: 14-30 days

Features:

• Integrates with webstores

• Social Media Integration

• Send coupons or cash rewards

• Tracks/measures campaigns

• Fraud protection

• Mobile friendly

• Triggered-emails

• Quick and easy set-up

• 2-way incentive features

• Customer retention features

Recommended Tools

• Gleam.io

• Paywithatweet.com

• Forewardsapp.com

• Campaignedapp.com

• InviteBox.com

• ReferralCandy.com

Tips on Increasing

Referrals

Give Big Rewards for Small Actions

Make It Easy to Share on Social Media

Let Them Write Their Own Invitation Message

Reward Both Ways

Facebook:How to optimize your page and

acquire customers

WORKSHOP #1 EXERCISES :

• Review Facebook Pages

• Create a Facebook Event

Thailand

Facebook #1/ Line #2

Thailand currently has 26 Million Facebook Users

Updated April 2016

Most of Facebook Users are living in Bangkok

Update April 2016

Best time to Post on Facebook is 2 PM

Update April 2016

How to Optimize Your Facebook Page

• Create a short, memorable username

• Fill out your “About” section (location, contact info, etc)

• Fill out your Facebook Page with searchable information

• Add posts, photos and videos

• Create a Call-to-Action button on your Facebook Page

• Include a Call-to-Action in your Facebook Page Banner

• Add a Shop, landing page and/or opt-in forms

Create Call to Action in your banner (Page Cover)

Edit Your Call to Action

Edit Call-To-Action Button

Facebook Customer Acquisition Strategies

• Invite your Friends to like your page

• Invite your Friends to Events on a regular basis

• Include Facebook Like Boxes on your website and blog

• Respond to messages quickly

• Encourage people to post reviews

• Create a Facebook Group related to your industry

• Post on Facebook Groups

Facebook: Invite your friends to like your page

Post on Facebook Groups to Increase Reach

Post on 1 Group = 42,500

Reach

4 Groups

=

60,000 Reach

Respond Quickly to Messages

Send Event Invitations

When your friend invite

you to the eventForward Event Invitation

to your friends

Types of Events You Can Invite Friends To

• Virtual Launch Party

• Sales and Promos

• In-person events

• Webinars

• Contests and Giveaways

Why Facebook Pay Per Click?

•More targeting options, including, towns, regions, age,

likes/interests, income bracket, and other demographics

•Easier to set up than Google AdWords

•CPC is normally cheaper than AdWords

•Facebook has more viral elements (like, share, comment, tag, etc)

•Some ad options are harder to ignore compared to a Google Ad

Facebook PPC Best Practice





Ad Units and Creative Best Practices

Happy People, Pets and Children

Best performing images include images of happy women, pets and

children.

Clear and solid value proposition & Call to action

• Clear Call-to-Action

• Currency amounts

• The word ‘Free’

• Your brand name (if it’s recognizable to your audience)

• A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn A/B

Test Secrets’

• Include an action word (‘Rank Higher on Google’)

• Ask a question (‘Want to get more leads?’)

• Use negative words (‘Stop selling crappy SEO’)

Ad Units and Creative Best Practices

LINE

Why LINE?

LINE is the 2nd largest social media network in Thailand

with 33 million active users, the app enables you to:

• Sell products with LINE Pay (customers use CC/debit cards)

• Group message all your followers

• Launch marketing campaigns on Line such as contests,

promos and sales.

• Receive calls and messages from leads and costumers

• Link to landing pages and utilize CTA buttons

LINE Strategies

• Create an Official Partner Account

• Display LINE username and/or QR code on website, social

media accounts and business cards

• Promote exclusive promos, contests and content on LINE

• Post on Timelines often

• Group message your followers often but not too often

• Request that people share, comment on and like your posts

• Vary your posts to keep it fresh and test out what content

works the best

LINE Official Account

Message Function

• Send a message to all the users at once

• Users are notified when the message arrives, so

the open rate is usually high

Timeline Function

• Post information on users

Timelines

• Users can "like" and add comments

to your post

Rich Message Function

The Rich Message function allows you to

bring photos and text together in one image

to appeal to users in a way that is concise

and easy-to-understand.

Research Page Function

• Send any content that generates

interactions (questionnaires, polls)

• Get tally up demographic information of

the respondents

PR Page Function

• A mini page that users can view on the

LINE application

• Send coupons or messages with higher

text volume compared to what is

allowed with a normal LINE message

Keyword Answer Message

This function replies to messages from

users with a preset message as a perfect

match. Set the keywords in advance, and

responses are sent automatically based on

those keywords.

This can be used in various tasks including

matching interests, responding to user

questions, searching store information, and

planning quizzes

LINE Sticker

What is Sponsored Sticker?

• Turn your company's character

into a sticker

• Distribute it to users for free

Benefits:

• Increase your character

recognition

• improve your company's

branding

LINE Free Coins

• rewards users with Coins for downloading apps or watching videos

• Coins can be used to purchase stickers and themes sold in the LINE app

• Attract customers and promote videos to the world's largest smartphone user

base

Free Coin: Video Promotion (CPV Ads)

• Build brand awareness or link to

- TV ads

- Event promotions

- App download pages using videos

• Attract quality users using only a small amount of incentive.

LINE On Air

Live Activities with Line Brand Official Account

- Contest

- Sweepstake

LINE Event Page

• Text and Photos

• Calls- to-Action

- Link to your Landing Page

- Call the company directly

from Phone

Social Media

Social Media Creates Huge Impact

Consumer Behaviour Is Changing

77%of Customers seek Advice, Information and Help On Social

Share Opinion about Brands on Social Media

Gives Reviews/ Recommendations

via Social Media

Are Loyal To The Brand They Follow On Social Media

Consumer Behaviour Is Changing

• 38 Million Social Media Users

• Internet > 10hr/ Day

• Facebook #1/ Line #2

Thailand Social Media Statistics

Social Media

Best Practices

By just including

“because”

in your sentence, it

can increase

conversions by 34%

Use Powerful Words in Your Messages

Sharable Lack of Risk Scarcity Exclusivity Power

Secret Best-Selling Limited Offer Members Only Premiere

Tell Us Cancel anytimeSupplies running

outClass full Save

Inspires Certified Sales ends soon Login requested Complete

Take Guaranteed Today only Exclusive Offer Improver

Increase Lifetime Only 10 Left Be one of the few Immediately

Find out Money back Only available hereGet it before

everybody elseDiscover

Check out Tested Best

Share Unconditional Win

Example of Powerful Words

“Tested Techniques That Will Improve Your Sales Numbers In Just 3 Weeks!

Reserve Your Ticket Now! Only 10 Seats Available.”

Create Shorter Length Headline

•Before: Think Social Media Is Just for Kids? Here Are 10 Statistics

Guaranteed to Prove You Wrong

•After: 10 Stats That Prove Social Media Isn't Just for Kids

Facebook Most Liked: 8–12 words

Most Twitter Liked:12 or 14 words

Engage with

Audience

Best Practices in Responding to Messages

• Read their message

carefully

• Reply using their

name

• Reply in a timely

fashion

Respond in a Timely Fashion

Twitter’s

Study

72% Expect Brands To Respond To Complaints Within 1 Hour

When is your

Audience Online?

What time do they live online?

Facebook Insights

Klout Helps Predict Posting Time

Klout

Klout Score

Post on 14 Social Media Networks

Find the best content related to your interests and industry

Find and Follow experts in your field

Klout Curate Related Contents

Schedule posts

Klout to Schedule Content

Measure and track your impact

Snip.ly

Use Snip.ly To Drive Traffic From Social Media Posts


Step 1

Step 2


Step 3


Step 4


Hootsuite

Hootsuite helps you manage Social Accounts in 1 window

Add More than One Admin