Crash Course: Growth Hacking Your Customer Acquisition

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    11-Apr-2017

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Crash Course on Customer AcquisitionBrought to you by:Hello! My name is Gregory FiguereoEmail: Gregory@growthhackingasia.com@gregoryfiguergoGregory FiguereoBow Jitnaitham@b.jitnaithamBow JitnaitahmOur Goal:Flip the success rate of Asian startups from 1/10 to 9/10Consultancy Academy CommunityWhat we do?We work with you to... roll out an experiment and data-drivengrowth strategy execute growth tactics and achieve targeted results teach you processes, tools and techniques to sustain your growth engineConsultancyCountries7Events & WorkshopsEntrepreneurs TrainedAcademyMonthly workshopsOur twice-monthly courses equip entrepreneurs with a broad understanding and skills needed to thrive in the startup industryBootcampsAfter refining our curriculum through our combined knowledge and learning experiments, our bootcamps are designed to be hotbeds of growth for startups & SMEs 933,000+CommunityMonthly events in Singapore, Malaysia, Indonesia, Thailand, Vietnam & IndiaGregory@growthhackingasia.com Growth Hacking ConsultingBurning questions? Suggestions?Make website sound more interestingTell them what they can find therewww.growthhackingasia.com@gregoryfiguergoGregory FiguereoGrowth Hacking Asia Growth Hacking ConsultingFor regular tips, tricks and tools, follow us on: Instructions:1. Share something you learned on Twitter & Facebook!2. Tag us and use the hashtag #letshackasia! 20% discountGrowth Hacking Asia@growthhackasia#letshackasiaAgenda SEO Conversion Rate Optimization Facebook Line Marketing Referral Marketing Workshops Social MediaWorkshops Review your website for SEO and CRO improvements Fill out Buyers Journey and Content Mapping TemplatesSEOWhy 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 WorksA 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 frequentlyQuestion: Why Do I Need a Website?Answer #2: Once you optimize yourwebsite, it becomes a 24/7 virtualsalespeople that never sleeps, never getssick and never says no! They are alwaysready to do their job, convert and close!Answer #1: Without a website, you cantfully take advantage of the benefitsassociated 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 Cant Afford Not ToWhat Content Should My Website Have?Your Website Should Have Content That: Informs about your product or service Converts visitors thru marketing messages and CTAsWhat 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 BlogQ: What Type of Content Should My Website Have?A: Content that caters to ever stage of your Buyers 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-tos, step-by-step guides, guide to Tips: Strategies, tactics Content from a thought leader Comparisons: Pros and cons, verses Questions: How, what, where, when, why, FAQs Lists: Top Ten Best, 5 ways to, 3 Reasons WhyConversion RateOptimization (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 MixPanelHow to Get Started With CRO#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 upHow to Get Started With CRO#3: Use Optimizely or Unbounce to Conduct A/B TestsHow Else Can I Implement CRO Strategies?Discussion Topics: Live Chat Pop-up boxes Lead Magnets Social Proof Opt-in forms and CTAs 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! Ill have what hes 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 CRO: Examples of Social ProofTestimonialCRO: Examples of Social ProofCustomers/trust iconsCRO: Examples of Social ProofCase Studies: Data-driven, in-depth analysis of the product or service you provided a current customer with.CRO: Examples of Social ProofData/numbers: Buffer and HootsuiteLead MagnetLead MagnetLead 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 IdeasExperts E-books and whitepapersMini-coursesVideoFree course / webinarSoftwareFree couponsEducational contentFree online tools SoftwareFree trialFreemium accountDemoE-CommerceFree couponFree shippingFree gift Membership Educational materialFree Online CourseExpert AdviceMini Online CoursesFree Discount CouponCompetition or GiveawayGive a Free E-BookShare Reports, Case Studies & ResourcesLive ChatBenefits 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 chatSo, What is Live Chat?A software that allows businesses to chat in real time with website visitors.Benefits of Live ChatConvenient for Customers Competitive AdvantageCost EffectiveIncrease Sales Engage with Customer44% 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 BoxesWhat 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 processTypes of Pop-Up BoxesLightbox Pop UpFloating barSide Bar Opt-in FormSlide-InPop-Up Slides inAs You Scroll DownMobile Pop UpFull Page Pop-UpExit Intent Pop UpClick-Thru Pop-upFree DemoFree DemoReferral MarketingBy 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 FiguereoWhy 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 customerReferral 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 TypesInstant RewardReward 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. Referral Marketing Campaign TypesInstant Reward ExampleReferral Marketing Campaign TypesGoal-based RewardsReward 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 Marketing Campaign TypesReferral ContestReward 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 StudyContests Case StudyDuration: 30 DaysContest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, FriendsRESULTSContests Takeaways Have a compelling and product related prize Integrate viral referral mechanics Post contest engagement drives salesReferral Marketing Campaign TypesSweepstakes 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 ExamplesReferral Campaign ExamplesReferral Campaign ExamplesReferral Software ExampleReferral Software Prices and FeaturesPrice = $25-$99/month or CPA basedFree Trial: 14-30 daysFeatures: 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 featuresRecommended Tools Gleam.io Paywithatweet.com Forewardsapp.com Campaignedapp.com InviteBox.com ReferralCandy.comTips on Increasing ReferralsGive Big Rewards for Small ActionsMake It Easy to Share on Social MediaLet Them Write Their Own Invitation MessageReward Both WaysFacebook:How to optimize your page and acquire customersWORKSHOP #1 EXERCISES : Review Facebook Pages Create a Facebook EventThailandFacebook #1/ Line #2Thailand currently has 26 Million Facebook UsersUpdated April 2016Most of Facebook Users are living in BangkokUpdate April 2016Best time to Post on Facebook is 2 PMUpdate April 2016How 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 formsCreate Call to Action in your banner (Page Cover)Edit Your Call to ActionEdit Call-To-Action ButtonFacebook 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 GroupsFacebook: Invite your friends to like your pagePost on Facebook Groups to Increase ReachPost on 1 Group = 42,500 Reach4 Groups = 60,000 ReachRespond Quickly to MessagesSend Event Invitations When your friend invite you to the eventForward Event Invitation to your friendsTypes of Events You Can Invite Friends To Virtual Launch Party Sales and Promos In-person events Webinars Contests and GiveawaysWhy Facebook Pay Per Click?More targeting options, including, towns, regions, age, likes/interests, income bracket, and other demographicsEasier to set up than Google AdWordsCPC is normally cheaper than AdWordsFacebook has more viral elements (like, share, comment, tag, etc)Some ad options are harder to ignore compared to a Google AdFacebook PPC Best PracticeFacebook PPC Best PracticeFacebook PPC Best PracticeFacebook PPC Best PracticeFacebook PPC Best PracticeAd Units and Creative Best PracticesHappy People, Pets and ChildrenBest 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 its 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 PracticesLINEWhy 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 bestLINE Official AccountMessage Function Send a message to all the users at once Users are notified when the message arrives, so the open rate is usually highTimeline Function Post information on users Timelines Users can "like" and add comments to your postRich Message FunctionThe 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 respondentsPR 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 MessageThis 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 quizzesLINE StickerWhat is Sponsored Sticker? Turn your company's character into a sticker Distribute it to users for freeBenefits: Increase your character recognition improve your company's brandingLINE 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 baseFree 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 AirLive 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 PhoneSocial Media Social Media Creates Huge ImpactConsumer Behaviour Is Changing77%of Customers seek Advice, Information and Help On SocialShare Opinion about Brands on Social MediaGives Reviews/ Recommendations via Social MediaAre Loyal To The Brand They Follow On Social MediaConsumer Behaviour Is Changing 38 Million Social Media Users Internet > 10hr/ Day Facebook #1/ Line #2Thailand Social Media StatisticsSocial Media Best PracticesBy just includingbecause in your sentence, it can increase conversions by 34%Use Powerful Words in Your MessagesSharable Lack of Risk Scarcity Exclusivity PowerSecret Best-Selling Limited Offer Members Only PremiereTell Us Cancel anytimeSupplies running outClass full SaveInspires Certified Sales ends soon Login requested CompleteTake Guaranteed Today only Exclusive Offer ImproverIncrease Lifetime Only 10 Left Be one of the few ImmediatelyFind out Money back Only available hereGet it before everybody elseDiscoverCheck out Tested BestShare Unconditional WinExample of Powerful WordsTested Techniques That Will Improve Your Sales Numbers In Just 3 Weeks! Reserve Your Ticket Now! Only 10 Seats Available. Create Shorter Length HeadlineBefore: Think Social Media Is Just for Kids? Here Are 10 Statistics Guaranteed to Prove You WrongAfter: 10 Stats That Prove Social Media Isn't Just for KidsFacebook Most Liked: 812 words Most Twitter Liked:12 or 14 wordsEngage with AudienceBest Practices in Responding to Messages Read their message carefully Reply using their name Reply in a timely fashionRespond in a Timely FashionTwitters Study72% Expect Brands To Respond To Complaints Within 1 HourWhen is your Audience Online?What time do they live online?Facebook InsightsKlout Helps Predict Posting TimeKloutKlout ScorePost on 14 Social Media NetworksFind the best content related to your interests and industry Find and Follow experts in your field Klout Curate Related ContentsSchedule postsKlout to Schedule Content Measure and track your impactSnip.lyUse Snip.ly To Drive Traffic From Social Media PostsUse Snip.ly To Drive Traffic From Social Media PostsStep 1Step 2Use Snip.ly To Drive Traffic From Social Media PostsStep 3Use Snip.ly To Drive Traffic From Social Media PostsStep 4Use Snip.ly To Drive Traffic From Social Media PostsHootsuiteHootsuite helps you manage Social Accounts in 1 windowAdd More than One Admin