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Digital Marketing WebinarGrowth Hacking
Oct 14, 2014 | Bhaskar Thakur (Entrepreneur, Growth Hacker, Digital Evangelist)
www.digitalvidya.com www.digitalvidya.com
Growth “Hacking”
Orientation2014 October 14
Agenda
• Introduction• Growth Hacking Hall of Fame & Definition• A2R2 Growth Framework– GH Tricks you could try
• Introduction to the GH Coaching Program– Growth Hacking Self Assessment Framework
• QnA
Growth Hacking
Hall of Fame
Recognize this company?
HoTMaiL
• 1996 – JavasofHoardings and Radio Ads
• Timothy Draper ‘PS: Get your free e-mail at Hotmail’ 3000 users/ day 1 million in 6 months
• 2 Million in 8 Months• 12 million in 18 Months
This company?
Airbnb- CraigsList
Airbnb- CraigsList
Not only for Consumer/Startups
• User Expectation• Business Models • Competition
Yammer
• Try before you buy• Corporate email id
Growth Hacking
is
Growth Hacking
Sean Ellis 2010 http://www.startup-marketing.com/where-are-all-the-growth-hackers/
“True North is Growth”
Growth Hacker
New VP of Marketing!
Skills for Growth Hacking
GH
Marketing
EngineeringAnalytics
My Approach
Growth = More Customers, Faster
Hacking = Burning Less, Unexplored, Disruption
Growth Hacking Framework
Attract => Activate=> Retain=>Reap
Customer LifecycleWhat’s New
Try
Sign up
Refer & Monetize
What is this ? Let me Try
Aha! Got it.I should use.
Can I live without ?
What’s in it for ME?
This is Awesome! There’s so much Value
Interesting!I wish..
Active User
Pay? Refer? Totally worth! Much better with Friends
A2R2User Stage
Attract
Activate
Reap
Distribution Hooks + Conversion Opt.
Aha! Moment
Stick it in
Get to Try
Core Product Value
HackGrowth Challenge
Retain
Spread Love Virality
A2R2- ProcessUser Stage
Attract
Activate
Reap
Paid/ Earned Hooks + Conversion Opt.
Aha! Moment
User Nurturing
Activation Funnel
Core Product Value
HackGrowth Activity
Retain
Virality Engine Virality
AttractionUser Stage
Attract
Channels: Earned SEO, Content PR, Email, Social
PaidPPC, Display +
Growth Goal: Signup Rate +40%Traffic + 200%
Hooks + Conversion Opt
Tools: Analytics SEO, PPC Landing Page Optimization
Organic Search
Hack:
# leverage every asset
# automate SEO
Email Campaign
• Low Budget• Good Conversion– Content, Delivery
• Email List ?
Content Distribution
Hack
# Cross Channel- IFTTT ?
Press
Hack# research category editor#HARO
Pre Launch Interest
Virality
ActivationUser Stage
Channels: Email Videos- Explainer Tutorials Webinars
Demos
Growth Goal: (examples)FB- 7 Friends n 10 DaysDropbox- 1 File + Desktop ClientTwitter- Follow 30
Aha! Moment!
Tools: Activation Funnel Optimization Starter Tutorials, Learn Triggers Activation Curation-Triggers
Activate
Home/ Landing UX- Minimal
Home/ Landing UX- Longform
SEOmoz
New User Experience
Retargeting
Hack
Custom Audience
Dynamic Retargeting
Call to Action
RetentionUser Stage
Channels: Email Text Message Phone Calls Webinars
Support
Growth Goal: (examples)Active Users (Daily/Monthly)- +30%Frequency of use- Daily/ Weekly..
Core Product Value!
Tools: Activity Stream, Dashboard Usage Segmentation & Triggers Nudge and Leaderboards
Retain
Core Product Value/ Persona
• Twitter- Follow Your Interest• Facebook- Connect with Friends• LinkedIn- Professional Network
Product Discovery/Learn Path
User Curation
• # home page - nudge
• # sign-up – use the product
• # abandoned cart- reminder/ discount
• # user: evangelist
Early Adopters
Hack
# retain, learn
ReapUser Stage
Channels: Email Social Coupons
Growth Goal: (examples)+ 5 invites per userARPU: +10%
Virality Engine!
Tools: Social Media Integration Incentive/ Promotion Gamification
Reap
Pricing Page Optimization
Hack
# help decide (hack)
Incentivize Sharing
Hack
# Incentive for user and the recipient
Simple Incentive
Hack
# Incentive prompts more use
A2R2- ProcessUser Stage
Attract
Activate
Reap
Paid/ Earned Hooks + Conversion Opt.
Aha! Moment
User Nurturing
Activation Funnel
Core Product Value
HackGrowth Activity
Retain
Virality Engine Virality
Growth Hacking
Coaching
Program Structure
• Stage 1: Growth Hacking Basics and Program Baselining ( 2 Weeks)
• Stage 2: Pre-skilling in Digital Marketing Techniques (0-8 Weeks)
• Stage 3: Growth Hacking Coaching (8 Weeks)
• Stage 4: Demo Day and Certification ( 1 Week)
Who is this program for?
• Product Teams• Startups
Coaching Format
• Workshops: • One-on-One with Growth Hacker: • Digital Marketing Training:• Mentoring
Pricing
GH Self Assessment
• URL: http://www.digitalvidya.com/wp-content/uploads/2014/09/BhaskarThakur-GrowthHacking-Assessment.pdf
• Short URL: bit.ly/XQt2VG
1 Line Pitch
Customer Problem (s) you are Solving
How many Customers do you have and category wise break-up e.g-
(paying/ non paying. trial etc.)
Market Landscape (Competitors)
Applicant’s Tweet Bio (140 Char)
Applicant’s LinkedIn
Core Product Value.
Revenue Model.
Product / Solution (Screen Shot / Link with Login
Credentials)
Growth Hacking Readiness Assessment
Attract ( )
Growth Hacking Readiness Assessment
Activate ( )
Retain ( )
Reap ( )
Revenue
Referral
Referral
%
%
%
% %
Growth Hacking
QnA
Found It Useful?
Join upcoming Digital Marketing Webinar live!
http://www.digitalvidya.com/webinars/
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