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By Ravi Trivedi | @trivediravi | [email protected]
Digital Marketing Investment
Start-ups Software, Marketing
• Software Engineer • Solution Consultant • Business Development
Incubation + Angel Investment
Venture Investments
Equity Analyst
• Run Digital Marketing [India]
• Digital Marketing Strategy & Execution [ US]
• Ran Online Division, P&L [US]
What is Growth Hacking ?
A) Optimize Traffic Three Steps to a Quick Marketing Plan
Some Conversion Optimization Tips Free Tools to Do Research & Analysis
B) Drive Traffic Best Practices/Hacks
▪ Organic & Free Traffic ▪ Paid Traffic
Grow Rapidly with Limited Marketing Spend $$ Marketing Tactics that have Elements of Growth Hacking
Inbound Marketing Conversation Marketing Organic Customer Acquisition Viral Campaigns
Remember, true Growth Hacks are short-lived. You need to keep finding new ideas.
What Business You Are In ? [ 2 Sentences] Who are you Marketing to?
Is It Targeted Enough?
Where can you find your Target Audience?
Is your market large, but still targeted?
Why is Messaging Important ? Bounce Rate Create Messaging For Target Audience Broad messaging has poor conversion It is Fine to ignore a set of audience, as long as
your target audience is aware. Don’t create messaging YOU want, create
messaging for what the customers CARE about.
List all the places where your target customers are
Use Tools to analyse competitors dominant acquisition strategy
Analyze the 3 Tactics/Channel With Highest Expected ROI & Volume
Use keyword and other research to get to expected Volume/ROI.
Measure ROI of channels. Remove Channels that don’t perform
Next – some tools to help you with this analysis
Channel Volume [Clicks] ROI
Adwords 10,000 15%
Email 5,000 25%
Adwords Tool
GWT
Add Channels that perform Always Be Testing Don’t track Vanity Metrics. [90% GA Metrics] Track Actionable Metrics– Conversion, Churn.
If you want Big Improvement in Results, be ready to
make Drastic Changes
Funnel Analysis What is the Funnel for your Business?
What are the benchmarks for your industry conversion
How to Enable Event/Goal Tracking Do I need Event Tracking?
Which Goals should I track?
How much value should I assign to each conversion
Visitors
Add to Cart
Checkout
• Tell me the Startup/Company/Website you run/manage • Let us make a Quick Online Marketing Plan for your online business
1. Write Guest Blog Posts on Relevant Site 2. Post on Slideshare 3. Answer Questions on Quora 4. Answer in Forums 5. Comment marketing 6. Trend on Hacker News 7. Press Release 8. Start a Meetup/Facebook Group 9. Post on Craigslist, OLX, Quikr Remember YMMV, so test out each of these
* Source : Compete.com Research -2012
Getting #1 Rank in SEO = Traffic = Growth Hack
Target Long Tail/Mid-tail keywords
Easier to Rank, due to low competition
▪ If you aggregate several Long tail/mid-tail keywords, they add up to good chunk of traffic.
▪ SAAS : Use FAQs as a way to target long tail keywords
▪ eHow.com : Built around long queries, mid tier traffic
▪ How to get a visa to India?
Ex: Ebay targets over 100 million keywords
Use “Structured Data” tags in content, for getting higher CTR [extra line in Search results]
Breadcrumbs
Use Rel=Author Tag
Rating
Speed of Page Load Impacts SEO Check your page loading at YSlow or Pingdom
Google PageSpeed Service.
Internal Linking Link key pages internally
Link Building Don’t link to root domain only. Link to deeper pages
Don’t do Anchor text stuffing
Domain Diversity - Unique C Block Domains
High PR Domains
Follow Vs. No Follow Links
Speed of Link Building
• Retargeting (Display) + Search a recommended combination
Target Users That Have Visited Your Site Show them your Banner Ads To create list of users who have visited your site
Cookie using Google Analytics Cookie using Adwords
This Increases brand recall, and improves PPC
performance by 10 to 30%
Display Inventory sold on CPM or CPC in other parts of world.
In India you can buy it on CPL (Cost Per Lead) or CPS (Cost Per Sale).
Remnant inventory could be bought cheaper
Improve CTR of your campaign by
Use SiteLinks [ Even if you are not in Top 3 position]
Google+ Link
Focus on Quality Score of Keywords
Improve CTR helps Quality Score, and thus low CPC
▪ 80% + keywords above 7/10
Separate Low QS keywords in different ad groups
Few keywords in an Adgroup
*** Hack to get Low CPC **** *** Hack to Get Adwords Free Coupon (New A/C
only) **
Keep Test Budget of Atleast Rs 5000 for each campaign to test Keep CTR of ads above 0.2%
Brighter & Large Images get Higher CTR. Use information from the Fan page/Other sources to determine what is trending/popular and use in Ad. Remember, Misleading Ad Copy Can Get Clicks, but poor Conversion
Pause Ads when Frequency >3 Frequency = Number of times a person sees the same ad
Pause Ads during low conversion periods = Midnight to morning. This alone boosts performance by 20 to 30%
Custom Audience Can Yield Very High Returns
Can Run Ads against your database.
Look alike audience
Retargeting in FB also known to boost results
One example
Source
* Source : Marketing Experiments Model [http://www.marketingexperiments.com/]
