How to Hack Your Way to New Customers #GHT15

How to Hack Your Way to New Customers

Growth Hack Talks // 24th September 2015

@hubspot // @matthewbarby #GHT15

Who is this guy?

1  Global Head of Growth & SEO at HubSpot.

2  Lecturer for the Digital Marketing Institute.

3  Award-winning blogger.

4  Worked with brands around the world to

acquire new customers.


“Generating leads is difficult.”


“Generating high quality, relevant leads is really difficult.”


So…


3 ‘hacks’ to help you generate more high quality leads in less

time.


Sounds good, right?


1 Influencer Content Teams


Leverage the communities of influencers within your industry to scale community engagement, lead generation and organic search traffic.


The Process

1  Identify influencers within your niche.

2  Qualify them against a set of criteria (important).

3  Align them to your content strategy.

4  Create and amplify your content.


Identification


Identification


Qualification

Here’s a peak at what this can achieve for a startup…




2 Content Lead Optimisation


Grow leads through the tailoring of individual offers within existing related content across your website.


@hubspot // @matthewbarby

“92% of our monthly blog leads came from posts published in the previous month or earlier.”

#GHT15


“46% of our monthly blog leads came from just 30 posts (out of over 6,000)!”

#GHT15

The Idea: Take high traffic blog posts with low conversion and ‘reoptimise’ them to increase the distribution of lead generation.


Before: “how to write a press release”


After: “how to write a press release”



The Process

1  Identify blog posts with existing traffic.

2  Find the main keyword each article ranks for.

3  Create a CTA specific to the keyword.

4  Track the increase in conversion rate.


3 The Content Success Formula


Run in-depth analysis on varying aspects of our content to find the winning formula for leads, links, social shares and more.


What kind of analysis?


For Example

1  Word count vs organic search traffic.

2  Article title length vs Twitter shares.

3  Date of publish vs inbound links.

4  Article topic vs leads generated.

5  Words in title vs Facebook shares.


Time for some data.

I ran a study that analysed the 6,192 articles within our marketing blog to find our ‘content success formula’.



“Articles with a word count between 2,250 and 2,500 earn the most organic traffic on our blog.”

#GHT15


“Articles on our blog with headlines consisting of 11 or 14 words are shared the most on Twitter/Facebook.”

#GHT15


“Adding the word ‘infographic’ to our blog title increase tweets by 100.05%, whilst ‘template’ added

114.60% more.”

#GHT15


“On average, articles with >300 inbound links received the largest volume of organic search traffic.”

#GHT15


“On average, the more social shares an article received, the greater the volume of inbound links.”

#GHT15

Moral of the story…


Understand what works to the finest detail and then scale it.

