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Growth hacking 101 Test - Evaluate - Repeat Growth Success Standards 101

Growth Hacking 101 - Tools, Techniques & Hacks

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An introductory presentation including useful growth hacking tools, techniques and hacks to kick start your growth.

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Page 1: Growth Hacking 101 - Tools, Techniques & Hacks

Growth hacking 101 Test - Evaluate - Repeat

Growth Success Standards 101

Page 2: Growth Hacking 101 - Tools, Techniques & Hacks

Common scenario in many tech accelerators

Original idea gets no traction. The team pivots. New product development. Launch to same list. No paid signups and no traction again. And again. And then again. But then they decide to fall back into their original idea. Because they’ve since learnt about Growth Hacking, now they understand that their original ideal was actually massively “sticky”, but their activation process had too much friction.

Page 3: Growth Hacking 101 - Tools, Techniques & Hacks

The Customer Development Approach-Steve Blank

✤ Steve outlines four stages to the customer development process as iteration loops with the following success end goals: ✤ Customer Discovery – Achieve Problem/Solution Fit ✤ Customer Validation – Achieve Product/Market Fit ✤ Customer Creation – Drive Demand ✤ Company Building – Scale the Company

✤ The Customer Discovery stage ends with a Problem/Solution fit and a Minimum Viable Product (MVP). During Customer validation you validate your MVP by attempting to sell it – Nothing speaks clearer than a sale. Successful iteration here should result in a repeatable and scalable sales model.

Page 4: Growth Hacking 101 - Tools, Techniques & Hacks

Product/Market fit is the only thing that matters

✤ Both models emphasize the importance of keeping burn rate as low as possible while iterating towards achieving Product/Market fit. Some level of preliminary value proposition iteration and signup flow optimization is necessary to establish some early traffic but then the focus should quickly shift towards measuring product/market fit before anything else. You typically know when you achieve product/market fit but metrics help you measure and hopefully get you there faster.

✤ Now that my preliminary value proposition, sign up flow, MVP, and early traffic channels are *mostly* in place, the next step will be optimizing for user gratification and putting metrics in place to measure product/market fit.

Page 5: Growth Hacking 101 - Tools, Techniques & Hacks

Metrics

✤ Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product.

Page 6: Growth Hacking 101 - Tools, Techniques & Hacks

What is Growth Hacking

✤ Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure

✤ Term invented 2010 ✤ Marketers are important, but early in a startup you

need someone with a narrower focus on growth. ✤ With growth hacking, we begin by testing until we

can be confident we have a product worth marketing. ✤ Growth hacking is primarily found in startups, but it is

eventually also found in larger organisations.

Page 7: Growth Hacking 101 - Tools, Techniques & Hacks

…called agile marketing

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Page 9: Growth Hacking 101 - Tools, Techniques & Hacks

What is a Growth Hacker

Developer

Marketer

Growth Hacker

Growth hackers "are a hybrid of marketer and coder, one who looks at the traditional question of 'How do I get customers for my product?' and answers

with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.

Page 10: Growth Hacking 101 - Tools, Techniques & Hacks

What is a Growth Hacker

“A growth hacker. Never heard of it. But I've always suspected there was something sneaky out there, crawling into every product”

!“When real hackers care enough to crash the web server, you'll know

Wally has given you the exposure you wanted (mostly by disabling the firewall). “

Page 11: Growth Hacking 101 - Tools, Techniques & Hacks

01

Top-7 Growth Tactics

Analytics and Measurements

Landing Pages

On-boarding

Social Networks

A/B Testing

Content Marketing

Email Marketing

Page 12: Growth Hacking 101 - Tools, Techniques & Hacks

Growth Stages (aka Funnel)

Customer Acquisition

Customer Activation

Customer Retention

Revenue Generation

ReferralsOnce people love your product, you need to start to optimise viral growth mechanisms!and boost your growth engine. Viral growth is absolutely essential for achieving any significant scale in a B2C or B2B company.

People who pay for using your product or service are those that put the real fuel your company.

Acquisition and retention mean nothing if people don't stick to!your product or service. This is one of the most vital factor if you want to!achieve sustainable growth.

This is the first time that people experience your “Aha!” moment and they experience the value proposition that you promised them.

Acquiring new customers means understanding what makes your customers tick.!A successful company should have a continuous flow with prospects and be careful for not wasting money in the wrong channels.

Page 13: Growth Hacking 101 - Tools, Techniques & Hacks

01

Analytics and Measurements

Measure everything even if you don’t know how to analyse them

Bounce Rate

Visits

Clicks

Time on Site

Even if you will not do it, investors will…

Tools / Applications

Similar Web (Compare with your competition)

Google Analytics (Give Special care in one-page sites)

Page 14: Growth Hacking 101 - Tools, Techniques & Hacks

Landing Pages

Create as many as possible specialised landing pages.

Use Call-to-Actions to attract clicks

Create simple pages in a click of a mouse

Support your web site with specialised content

Tools / Applications

LeadPages.net

unbounce.com

Page 15: Growth Hacking 101 - Tools, Techniques & Hacks

01

On-boarding

Check where your users are clicking, how much time they spent with your application

Send automated messages based on their behaviour while navigating

Contact them when in trouble

Tools / Applications

intercom.com

Page 16: Growth Hacking 101 - Tools, Techniques & Hacks

01

QueuingLe sport national:

“on fait la queue”

Page 17: Growth Hacking 101 - Tools, Techniques & Hacks

Social Networks

Automate the way you get twitter followers.

Measure where your followers are coming from

Increase the number of your facebook friends

Convert “friends” into email addresses

Tools / Applications

twittercounter.com

followerfrenzy.com

Page 18: Growth Hacking 101 - Tools, Techniques & Hacks

01

A/B Testing

Place rules that change your landing pages based on source or other criteria

Test different subjects, taglines, email bodies based on email’s conditional dispatching.

Tools / Applications

optimizely.com

visualwebsiteoptimizer.com

Page 19: Growth Hacking 101 - Tools, Techniques & Hacks

Content Marketing

Create evergreen content (not to become outdated).

Test headlines

Create webinars

Guest blogging

Google Authorship

Share what you know best and write longer copy

Tools / Applications

appsumo.com/headlines

webiners.com

Page 20: Growth Hacking 101 - Tools, Techniques & Hacks

Remember that:

✤ For every piece of original content you create, have a list of relevant places on the web where you share the content

✤ Creating content is just the first step of the challenge of inbound marketing. The REAL challenge is finding the audience for your content

Page 21: Growth Hacking 101 - Tools, Techniques & Hacks

Sticky 404 page

Houston we have a problem

Re-engaged Funny

Page 22: Growth Hacking 101 - Tools, Techniques & Hacks

Heatmaps

✤ Knowing where the users will click

✤ Knowing which CTA works and which it’s not

Page 23: Growth Hacking 101 - Tools, Techniques & Hacks

About us

✤Treat your about page as a sales page. !

✤You’re selling your product or service. !

✤You’re selling who you are and what you can do for a customer. !

✤Show your passion, because your enthusiasm in contagious. And make sure you encourage web visitors to get in touch!

http://www.smartpassiveincome.com/about/

Page 24: Growth Hacking 101 - Tools, Techniques & Hacks

Modal Layouts (are not killing user experience and conversion)

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Chatting with your visitors in their local language is …

addictive !

Giving them the ability to chat with you is the second best

option

Page 26: Growth Hacking 101 - Tools, Techniques & Hacks

Last chance Tools

Track every visitors mouse movements and velocity in real-time.

Cutting edge technology that displays your campaigns without effecting your websites load time.

Tools / Applications

bounceexchange.com

exitmonitor.com

Page 27: Growth Hacking 101 - Tools, Techniques & Hacks

01

Email Marketing

Flagging your customers properly to ensure that they will stay subscribed

Use APIs or email marketing with auto responders

Connect your Site, newsletters and application’s emails

Tools / Applications

customer.io

mandrill.com

Page 28: Growth Hacking 101 - Tools, Techniques & Hacks

the secret to avoid the Promotions tab

!

✤ Have no more than 1 link in your email.

✤ Include no pictures.

✤ Mention the readers name using Merge Tag Tricks with MailChimp or Aweber.

✤ Turn off the Rss Campaign. If you want a higher open count, you must type these emails out by hand.

✤ Write to the reader like he’s your friend.

✤ Don’t go spammy like this: Hey!!!WANT TO MAKE MONEY FAST??!?!?!

✤ Write in Traditional Letter Form.

Page 29: Growth Hacking 101 - Tools, Techniques & Hacks

#Further Reading

Page 30: Growth Hacking 101 - Tools, Techniques & Hacks

“Enjoy your obscurity while it lasts. Use it”

You will never get that freedom back again once people start paying you attention, and especially not once they start paying you money.

Page 31: Growth Hacking 101 - Tools, Techniques & Hacks

#thankyou @growthrocks

: growthrocks

: @growthrocks

: www.growthrocks.com

: growthrocks

This publication has been carefully prepared, but it has been written in general terms and should be seen as broad guidance only. The publication cannot be relied upon to cover specific situations and you should not act, or refrain from acting, upon the information contained therein without obtaining

specific professional advice. Please contact a growthrocker to discuss these matters in the context of your particular circumstances. Growthrocks (UK) Ltd and each growth rocks member firm in Europe, their partners and/or directors, employees and agents do not accept or assume any liability or duty

of care for any loss arising from any action taken or not taken by anyone in reliance on the information in this publication or for any decision based on it. © 2014 Growthrocks (UK) Ltd. All rights reserved.