Growth Hacking Marketing Plan for New Design Products - Born.com

Born.com Growth

ProposalPresented by GrowthHakka

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Digital Marketing Audit

(Based on secondary data available)

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Born.com: Website Performance

Competitor Global RankUK

Rank

Estimated

Visits

Avg

Time on site

Page

views

Bounce

rate

WeFund 2,207,126 248,207 9,000 0:47 2.09 63.11%

ArtFund 115,006 7,630 200,000 7:30 6.41 54.47%

Royal Academy 98,955 7,468 300,000 4:48 4.13 50.50%

Hatch Fund 480,769 145,985 55,000 1:50 2.37 67.32%

Art quest 431,355 42,462 65,000 2:16 2.44 65.66%

Born 843,174 141,084 30,000 1:22 2.3 63.89%

Recommendations:

Continuously test & optimize website for users.

Enhance user engagement with CTA’s.

Adopt always on Brand Building Campaign’s.

Automate the process of user engagement with Marketing Automation.

Enhance user engagement with own digital channels with ‘Always on Content’ distribution.

Enhance social media engagement with exclusive ‘Digital Activation’ campaigns.

Build and engage with target audience by using ‘Referral Networks’.

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Born.com: Country wise traffic

33%

28%

9%

6%

3%

21% UK

US

Germany

France

Turkey

Others

Recommendations:

Identify the major funding countries and promote.

Convert prospects into qualified leads through Marketing Automation.

Adopt always on & campaign driven Social & Display campaigns

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Born.com: Competition Trends

Competitor Direct Referral Search Paid Social Mail Display

WeFund 12.37% 16.74% 43.21% 0% 14.99% 2.68% 0%

ArtFund 25.21% 14.87% 32.77% 10% 8.63% 4.97% 0.68%

Royal Academy 25.04% 17.82% 34.00% 12.88% 8.97% 1.68% 0.26%

Hatch Fund 32.49% 15.17% 34.56% 12.24% 15.89% 0.52% 1.37%

Art quest 21.54% 12.50% 63.64% 0.00% 1.42% 0.90% 0.00%

Born 48.33% 26.85% 15.70% 1.00% 7.57% 1.18% 0%

Recommendations:

Enhance ‘Brand Recall Value’ with exclusive strategic ‘Display & Social Campaigns’.

Enhance Organic Reach by Focusing on ‘Generic’ & ‘Brand’ keywords

Enhance user engagement with ‘Always On Content’, distribution.

Adopt always on competitive positioning paid campaign followed by Brand.

Engage & convert prospects into qualified lead through Marketing Automation.

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Solution: Our proposal

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Growth Strategy Framework

Goal

Presence

Influence

Sentiment

Virality

Platform

Search Media

Bought Media

Social Media

Mobile Media

Own Media

Launch

Story

Web

Apps

Communities

Engage

Engagement Timeline

Seeding / Blogger

Outreach

Evangelizing / Thought Leadership

Consistency

Evaluate

Matrices

Measure

Feedback Loop

Tweak

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Our Approach to the Growth Framework –

9 areas of Focus

Product Marketing

DataTechnology

Stack

Growth Hacking

A/B

Testing

Automation

UI / UX

optimisation for

Virality

Real-

TimeSelection

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Igniting born.com Brand – Duration

Phase 1: Digital exposure Search (SEO) Content Generation

(Existing website content, Case Studies)

Content Distribution (Email, Influencers, PR).

Phase 3: Ongoing Marketing: Search (SEO, SEM*) Content Generation(Blog, White

Papers, Case Studies) Content Distribution (Social, Email,

Influencers, PR) Re-targeting* Conversion Optimization Social channel maintenance

(LinkedIn, Twitter, YouTube) Referral Network

* Budget dependent

Duration: 2 months Duration: Ongoing

Phase 2: Digital Revamp Website revamp (if any) Search (SEO, SEM*) Newsletter setup Tools setup Marketing Automation setup Goal setting and action plan Social revamp (LinkedIn,

Twitter, YouTube)

Duration: 1 month

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Igniting born.com Brand – Resources








* Budget dependent1 Search Analyst– Fulltime

1 Content writer – Fulltime

1 Account manager – 0.5


Twitter, YouTube)

1 Search Analyst– Fulltime


1 marketing automation expert –

0.5


1 Search Analyst– Fulltime


1 Media planner & data analyst – 0.5


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Igniting born.com Brand – Cost








* Budget dependent

Cost: 2,000 Pounds


Twitter, YouTube)

Cost: 3,000 Pounds Cost: 3,000 Pounds

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Sample Plan of Action

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

Identify SEO keywords

Content optimization

Technical optimization

Off-page optimization

Finalize SEM budget

Setup Adwords account

Identify SEM keywords

Agree on bidding strategy

Create AdText

Run SEM

Participating in groups

Inviting guest bloggers

Identify referral sites

Build referral traffic

Create PR calendar

Run PR (as per calendar)

Blog Setup

Campaign Structure Setup

Lead Scoring Setup

Data Management Process Setup

Web Forms Setup

Reporting Process Setup

Marketing Automation

MAY JUNE JULY

Search

Social Communities

Website

born.com - Plan of Action

Note: All activities are tentative and will change based on client’s inputs.

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Our experience in crowd-funding Client name: www.beehives.in

Location: India

Product: Platform for Equity and charity funding for startup’s, films, social

causes

Our services: Full service digital marketing agency for more than 1 year

Results:

Launched the brand with an offline promotional event primarily driven by digital

Helped to raise funds for nearly 8 startups, 2 films and 20 social causes in a span of

6 months

Revamped the website design for better user experience

http://www.beehives.in

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Proposed Marketing Activities

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Search Get found at the right time by the right people

SEM

SEO

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Content GenerationDrive relevant traffic to your website with

relevant content

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Content Distribution

Let customers know that you are a thought

leader

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Sales EnablementGet more qualified leads

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Re-targeting

Follow your customers wherever they go

Re-target your

website visitors

even after they

leave your site.

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Conversion Optimization

Continuous testing to identify the best

solution

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Who are we? Growth Hakka is a growth hacking consultancy based in London, UK. We are a team of colleagues who previously worked together in

the corporate world working for the likes of Intel, Virgin Media, Nokia, Accenture and more. We are experienced in conceptualizing

successful, data-driven, growth-oriented digital marketing and growth hacking campaigns for start-ups, bootstrapping firms, small

businesses and larger clients. Bringing enterprise level marketing skills to entrepreneur level firms and making them successful.

Our raison d’etre revolves around the principle of growth hacking. What is growth hacking? The term originated in Silicon Valley and in

its essence it’s the idea that an entrepreneur or organisation can take a non-traditional approach to increasing the growth

rate/adoption of their product by “hacking” something together specifically for growth purposes. Its more about achieving an

objective rather than following a prescribed process. Its about the intersection between Marketing, Product, Technology, Data and

even HR, Finance and other departments.

Its about rapid exponential and viral growth. Its about testing and learning i.e. Hypothesis-Experiment-Learn-Implement and then

repeating over and over. That is, hard-core data analysis of user experience and conversion. In general Growth Hacking has been used

for technology products and software. There is a big focus on code and many “Growth Hackers” are coders. Growth hackers are a

unique hybrid of coder and marketer. But the principles of Growth Hacking can be applied to any business that has customers,

consumers, users, and fans.

Whether you want more people to download your mobile app or follow you on Twitter or use your software, a growth strategy can be

applied and executed. To clarify, wherever you want more ACTIVE USERS, a growth hacking stratagem will ensure achievement of that

goal rapidly. Successful “growth hacks” can make a certain company/brand/product extremely popular practically overnight. Our goal

as growth hackers is to build a self-perpetuating marketing machine that reaches millions by it’s self.

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Thank you