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An introductory presentation including useful growth hacking tools, techniques and hacks to kick start your growth.
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Growth hacking 101 Test - Evaluate - Repeat
Growth Success Standards 101
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.
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.
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.
Metrics
✤ Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product.
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.
…called agile marketing
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.
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). “
01
Top-7 Growth Tactics
Analytics and Measurements
Landing Pages
On-boarding
Social Networks
A/B Testing
Content Marketing
Email Marketing
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.
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)
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
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
01
QueuingLe sport national:
“on fait la queue”
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
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
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
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
Sticky 404 page
Houston we have a problem
Re-engaged Funny
Heatmaps
✤ Knowing where the users will click
✤ Knowing which CTA works and which it’s not
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/
Modal Layouts (are not killing user experience and conversion)
Chatting with your visitors in their local language is …
addictive !
Giving them the ability to chat with you is the second best
option
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
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
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.
#Further Reading
“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.
#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.