Transcript
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Growth Hacking Cross Campus,

L.A.

[email protected]

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150,000,000+ Total Pageviews

50 million+ unique visitors

200,000+ Likes/followers50,000 client followers

1000’s of signups

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1.Traffic: Zero to 50,000 visitors a month

2.0 to thousands of followers in weeks

3.Apps - zero to 100-200 downloads a day within the first 30 days

+Training, coaching, consultancy+I teach people how to do what I do

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I APPRECIATE YOU COMING OUT/MY PROMISES TO YOU

By the time you leave here tonight:

- You’ll understand what growth hacking is & growth strategies you can set up tomorrow

- You’ll leave with at least three pieces of software or tactics that you’ll want to set up tomorrow

- You’ll have ideas I haven’t even mentioned- You’ll feel more confident you’ll succeed in

your business

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What is growth hacking?

“A marketing technique initially employed in tech startups that uses creativity, social metrics and analytical thinking as well as tools to sell products and gain exposure.”

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The golden rules of growth

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The golden rules of growth

- Scalable

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The golden rules of growth

- Scalable- Repeatable

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The golden rules of growth

- Scalable- Repeatable- Predictable

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking

(investors/public)

Read: http://bit.ly/songkickgrowthhack

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral

Read “The Mom test” (I can send it to you)

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UX: “If the user can’t use it, it doesn’t work”

UX9

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0. Tailorbrands.com: Create a free logo today!

Also: Logaster.com

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1) UXMYTHS.COM - Don’t believe the hype

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2) Balsamiq creates mockups the easy way

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3) KEEP YOUR SIGNUP TOTES SIMPLE-One thing to type into/click only!

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3.5) Keep user onboarding easy

1) Auto-login after signupJump right into product :)

2. Send personal emailWithin 24 hours (or even right away),

send them a personalized email asking them specifically why they signed up.What

made them pull the trigger? This is extremely important data as you want to make sure that your product is delivering

what your marketing messages are promising.

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4) UX CHECKLIST via Github: http://bit.ly/UXPLZ

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5) The 5 best call-to action buttons

1)2) 3) 4) 5)

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6) See where your visitors hover/click

http://bit.ly/cr8zyegg - Free 90 day trial!

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7) helps you A/B test key messaging

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8) You need this website checklist in your life:

http://bit.ly/ch3cklist

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9) Analytics tells you what people do on your

site. Qualaroo tells you WHY

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10: Test your sitewith just 5 different people

“5 users can pick up 85% of User Experience Issues” -Neilsen Study

http://usersthink.com

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Bestaboutpages.com

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UX SECTION COMPLETE!

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals

- Specific- Measurable- Achievable- Relevant- Time-based

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Plan out every single user!

You can download the above template here.

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Advanced level: Detailed as fuck for every part of the funnel

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com

https://growthhackers.com/must-read/

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com7. Don’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hacking

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The 10 rules of growth hacking

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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The 10 rules of growth hackingDon’t sweat the small things on day one

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Copy Pasta

This is just another one of those little moments you can delight customers with your brand instead of just sending out another blah marketing word puddle. Other places include:

● Terms of service● Text message reminders

● Webinar confirmation emails● Abandoned cart emails

● Loading screensThese are SUPER IMPORTANT touch points.

Often they are extremely early in the customer journey, yet I see businesses use standard templates or just let the system automatically send the default. Boring. Does your business have a consistent personality at every touch point? Do your confirmation emails make people love your brand more? If

not, it's time to dig in and level up. You're missing out on a big opportunity.

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You wanted to cancel? You thought wrong

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Import a user’s address book = massive # of new users

Source: Fast Company

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Import a user’s address book = massive # of new users

MICROSOFT BUYS LINKEDIN FOR $36 BILLION

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com7. Don’t sweat the small things on day one8. Be a mixture of mad men & math men

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Store Maven = A/B test App Store / Google Play pages

Be a mixture of mad men & math men

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The 10 rules of growth hacking

Be a mixture of mad men & math men:

The $9 Marketing StackAnalytics

● Segment (free for 100,000 events/mo) Single hub to collect, translate & route your customer data

● Google Analytics (free as in beer)

● Mixpanel (free for 25,000 events/mo; 200,000 events with badge)

Marketing Automation (opt-in forms, email marketing, automation, and CRM)

● Perfect Audience (free to signup; CPM billing) for retargeting

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com7. Don’t sweat the small things on day one8. Be a mixture of mad men & math men9. Pour more resources into the one(s) that work

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com7. Don’t sweat the small things on day one8. Be a mixture of mad men & math men9. Pour more resources into the one(s) that work10.Rinse & repeat - Think like

Airbnb/Buzzfeed/Genius

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The 10 rules of growth hacking“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking2. You do not talk about growth hacking3. Speak to customers & define messaging before

you go viral4. Investigate & map channels easiest - hardest5. Set S.M.A.R.T. goals6. Read the basics for your channel(s) on

growthhackers.com7. Don’t sweat the small things on day one8. Be a mixture of mad men & math men9. Pour more resources into the one(s) that work10.Rinse & repeat - Think like the americans

IN SHORT, GO AND GET USERS/CUSTOMERS FROM OTHER PLATFORMS

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If you have a milkshake...

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Similarweb: Spying is officially “okay”

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Reverse engineering growth:

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Twitter :(

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5 Scams happening right now

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Typical growth engine (for an app)

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Sumome.com - Awesome widgets, no code

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Sumome.com - Awesome widgets, no code (2)

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The secret formula to getting returning users:

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Automate emailing users when something happens (signup,

unfinished basket, etc)

=

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YOU HAVE NO IDEA WHAT THE F YOU’RE DOING (and that’s fine)

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My reaction when a startup without product/market fit

Starts growth hacking:

NET PROMOTER SCORE:

How likely is it that youWould recommend our product to a friend?

0 1 2 3 4 5 6 7 8 9 10

% promoters- % detractors = NPSImprove this Qr on Qr

What is your reason for that score?

_____________________

What’s the main benefit of our product to you?

If our product went away tomorrow, howDisappointed would you be?

Not Disappointed at allDisappointedVery disappointed 🅧...Once 40% are “very disappointed, it’s timeto scale!

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Targeting Blogs

Publicity

Unconventional PR

SEO/SEM

Social and Display Ads

Speaking Engagements

19 main channels of user acquisition:

Content Marketing

Email Marketing

Engineering as Marketing

Business Development

Affiliate Programs

Viral Marketing (customer invites)

Community Building

Sales

Existing Platforms

Trade Shows

Offline Events

Offline Ads

More info here

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IRL

Social Media

Content Marketing :(

Email Marketing + Bonuses?

My preferred channels of user acquisition:

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This is your site if you have no pre-launch game:

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“Boring” startups can growth hack too

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Mint.com (Acquired in 2 years)

1. 9 month pre-launch strategy

2. Lots of written content and infographics to be shared on Reddit, Digg, Facebook etc

3. Q & A’s with Finance bloggers (or Technology journalists with a big reach)

4. Email box at the end of every single blogpost - Acquired 20k-30k emails

5. To get mint first, bloggers put the “I want mint” badge on their blog

6. Founder spent one week out of every two months on a press tour (disclaimer: They hired a PR agency to help with this, but you can do press without) - PR sometimes added 20,000 signups a day post-launch

7. “Mint answers” section answered questions about finance (by experts)

8. SEO “For every popular finance query on Google, we had a page and content for it, and iterated landing pages to optimize conversion.””

9. Cost of user acquisition was under $1

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Get 25% off with ‘VINCENT25’ on www.maitreapp.co

Selected in the Top 50 products of all time by Product Hunt!

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Get your skates on & hustle

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Day 1 Feedback: http://bit.ly/5lack

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Use Charlieapp.com

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Become a hunter gatherer (of emails)

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Voila Norbert: Find anyone’s email address

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Check please

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We are all connected

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- Anything “sales” driven- Business that rely on

relationships- A good first step if you don’t

already know where to find your users

IRL Types of businesses

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This phone phobia must end

*Learn how to brain drain

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Breathe. Stretch. Any Questions?

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1. Ideal User is critical2. Reply and flood hashtags3. Who says Instagram gets no clickthroughs?

Read: https://blog.gleam.io/foundr/http://austenallred.com/user-acquisition/book/chapter/instagram/

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Who says Instagram gets no clickthroughs?Create a quick, to-the- point bio (150 characters or less) followed by a direct CTA that uses a memorable URL.

Use something like www.yourcompany.com/go or www.yourcompany.com/startnow. The link should take users to a unique page so you can track traffic you are generating on Instagram. This page should offer them INSANE VALUE

Put your URL/emojis in your location!

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Some (girls) have all the power on IG

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6.

Make your posts public! / FB is your biggest assetAdd me on Facebook here: Vincent Dignan

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Hype your Facebook right now1) Make personal profile your professional profile2) Turn “follow” on so people who don’t want to friend you

can follow your posts, and vice versa3) Write your blog posts as “notes” these are Google-able if

you turn them to “public” - cool extra traffic4) Start joining and posting into groups5) Add me - I’m in over 100 startup and marketing groups

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The future of community - 5k users in 8 weeks

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Custom Audiences is how you Facebook Ad:Spaceship.rocks simplifies this- Export competitors followers- Turn them into emails- Use emails?- Feed into Facebook/Twitter

as ads

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Businesses who may need Facebook- Anything with a “product” that you can

arbitrage sales in the same way as adwords- This can include apps in certain situations- Basically everyone to a certain extent: Add the

line of retargeting code (+ Google’s) :-(- Fanpagekarma.com - track other FB pages so

you can see which posts got the most traction

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The best Twitter tool of all time

Search by gender, job title, location,

company/person - mad targeting

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Activity: Finding your customers

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Type your ideal user in this box!

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Tweepi will get you followers.

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Twitter basics 1. Steal the good stuff, only RT compliments2. Tweet the same (article) 5 times3. Pictures most likely to be retweeted4. Tweet lots: 50 - 100 tweets a day is fine5. Tweepi gets you followers literally today

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Businesses who may need Twitter- Apps/Software/Platforms looking to get a large (as in tens of thousands) userbase

- Businesses where content is important- Anyone looking to reach a certain job title/location (basic demographics, Facebook needed for complex targeting)

- Events businesses

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1.Probably not for you !2.Great for personal brand. High engagement

3.Don’t spend time on here4.Good for: Local businesses, fun businesses, youth-focused businesses

5.Buying filters works

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Businesses who may need Pinterest- Anything beautiful, aimed at females 30+- Use Buffer to easily setup a pinning schedule

- Remove any pin with less than 6 repins within 48 hours (Pinterest algorithm)

- Groups are easiest way to reach thousands

- Difficult to work out, so likely a big opportunity here

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Finding Influencers:

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Finding Influencers (2)

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Reach YouTube Influencers with Famebit. YouTube ads can work too.

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Post to multiple LinkedIn groups at once!

https://www.linkedin.com/shareArticle?mini=true&url=http://yourwebsitehere.com

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Top Linkedin channels by followers:

Find some Linkedin groups to post into here.

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How to get your first 500 users (125 signups per social network, takes an afternoon) (ASSETS)1. Message LinkedIn contacts in batches of 20

using the link I just sent you2. Individually message all of your Facebook

friends3. Tweet @ all of your Twitter followers one by

one (Buffer can help you do this quicker)4. Email all of your contacts one by one (we’ll

get into this later)5. Read this

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BEGINNING ACTIVITY - Search for your niche, find 10 subreddits to post in to

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Useful Subredditsr/startups - r/entrepreneur - r/smallbusinessr/engineering - r/hwstartups r/AlphaAndBetausers (submit your app for feedback)

Marketing Advice: r/marketing, r/seo, r/bigseo, and r/askmarketing

Technical Advice: r/wordpress, r/iosprogramming, and r/androiddev

Learning: r/learnprogramming

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Businesses who may need social news- Anything where “tech” feedback is important

- Anything where techy early adopters are important

- Apps/Software/Platforms looking to get a large (as in tens of thousands) userbase can seed initial users here

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Social media level complete? Questions?

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This will come up with ideas for you: http://www.portent.com/tools/title-maker

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Activity 3: Content: Answerthepublic.com

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Now convert into gold...

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Email is 40x as effective as Facebook and Twitter combined

(Source: McKinsey, 2015)

Send people to Customized landing pages,increases conversion rate by 25%+

45% of all e-mails are opened on mobile

-email automation

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Say hello to hello bar

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5 Steps to getting your emails delivered1) Use <first name> to make every email unique2) "Warm up" the IP if a new email account - send it to 20 people, get them to all reply to the email it sent from to make it look legit3) Send in small bursts (Mailchimp does this automatically)4) Don't use the word "free", "giveaway", or “discount” where possible5) Clean your lists regularaly - consider booting out people who never open

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Kickbox.io: Get rid of broken email addresses:$10 to verify 1,000 email addresses

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Does your email look like spam?

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“Good Artists copy, great artists steal”

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Stocksnap + Pixtabay = Free photos

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Still too lazy?

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Trade email lists = reach thousands

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Connect 6 as you browse

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Your inbox should be a to-do list

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Redress the power balance

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Sometimes you have to cold email

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Chartgo: Create a chart in 30 seconds

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Businesses who may need email mktg- Anything where something is being sold- Saas companies who don’t have sales people

- Authors, freelancers, contractors, designers, etc

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Kickstarter acquisition = PRKickstarter Marketing essentials - Must read marketing basics for anyone launching a campaign.outgrow.me - For finished kickstarter projectskicktraq.com - For estimations on how a project will docrowdfundfusion.com - For seeing all projects from top crowdfunding sites in one placeCrowdDistrict.com - A news source covering projects across all platforms.CrowdHub-Browse, upvote and save popular crowd-funding projects.reddit.com/r/Assistance - For charity and GoFundMe campaignsCrowdFundingForum - A place to discuss all things crowdfunding.Herdsurf.com-A great source of interviews and news about current and successfully funded projects.CrowdsUnite.com - The ultimate source for crowd funding knowledge.Crowdcharts.com - Hour by hour crowdfunding tracking and analytics.Stiqblox.com - News on crowdfunded gadgets, games and funded projects.

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Thunderclap.it = Major key to success

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PR Presshour: A starting point

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Hey Press: Find any journalist, anywhere

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Summary: Growth Hacking Day 1 Cheat SheetType of business Acquisition channelPublishingFacebook/SEO/EmailE-CommercePaid social/Adwords/IRLSocial Network/B2C App Social/IRL/Internal viralityConsulting/Freelance Public speakingSaasAll of the above!Enterprise companiesPartnerships/board members

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Insert Emojis into Email, Twitter, Instagram…

Ctrl + command + spacebar =

https://www.emojibase.com/emojis-on-twitter - Find Emojis you can put in your Twitter bio

✔📈🔥🙏🔑

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Insert .gifs into Email, iMessage, Twitter, Facebook...Reactiongifs.com:

Also: turn anyYoutube video intoa gif by adding “gif”before the url e.g.www.gifyoutube.com/url

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Stop straining your eyes, go to bed earlier, sleep better

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Find your .com: leandomainsearch.com

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Be charming, be bold: investorlist.co

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Bonus mosh 2: Read all about it- “The 48 laws of power” - Robert Greene

(Psychology/Strategy/Essential for any person)- “How to win friends and influence people” -

Dale Carnegie (networking/partnerships/sales)- “Trust Me I’m Lying” - Ryan Holiday (P.R.)- “Zero to one” - Peter Thiel (Getting Investment)- “The Four Hour Work Week” - Tim Ferriss

(strategy)- “The hard thing about hard things” Ben

Horowitz (Management)

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What should you do on your to-do list?Answer:

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Startups are a race against time:Have a board meeting with yourself

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Are we in a bubble? and other liesStop watching the news/reading blogs- Don’t listen to most people

- Build and sell/grow users

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Personal Branding EquationVanity + Value - time spent

= Good Personal Branding

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The 10 rules of personal branding1. No-one cares about you.2. People only care what you give them3. Be everywhere, but choose Text/Video/Photos (or all

three)4. Use influencers, but don’t rely on them5. Building your brand is 10% content, 90% distribution6. 1 in 5 good posts is all you need/people will remember7. Copy until you develop your own style8. Never say no to public appearances9. Scale worldwide as soon as possible using

Twitter/Eventbrite10.Be vulnerable > say what people are really feeling

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I’m looking to meet:- Interesting companies looking for marketing innovation (growth hacking) consultancy

- Places/meetups/conferences to give talks- Introductions to your network, particularly in the internet marketing space

- People who can help me build my network/ particularly in growing my personal brand

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Http://bit.ly/secretsaucenow

Biggest-selling growth hacking Product in the history ofcrowdfunding

$85,000 inSales for a book we haven’t even finished

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You’re very privileged...- This is the last slide then the next has my email &

Q & A- It’s not about a lack of funding or market size- There’s no-one to blame- I did it on my own- Tonight has been pointless if you don’t execute- Growth hacking can change your life like it did

mine- Amp up the FEELING of success

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GROWTHHACKING

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GROWTHHACKING

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GROWTHHACKING

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+ Tweet me your feedback: @vincentdignan

THANK YOU!EMAIL ME FOR [email protected]