Kieran Flanagan - The Marketer's Guide to Growth Spurts

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The Marketer’s Guide to Growth Spurts

Kieran Flanagan

Marketing Director (EMEA), HubSpot

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You can download these slides now

http://bit.ly/growthspurts

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Slack’s customers don’t know a solution exists.

The Marketers Guide to Growth Spurts >> http://bit.ly/growthspurts. #inbound15

@Searchbrat

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Why should marketers care about growth hacking?

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Growth hacking is a mindset more than a toolset.

@danmartell

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For marketers focused on growth, both the opportunitiesand challenges have never been greater.

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It’s a lot like money

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Making your first million is the hardest (so I hear)

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But once you have an established audience it’s a lot easier to make new things successful.

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#5 iTunes Podcast - Business

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So, let’s talk about GROWTH

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Marketer’s Guide to Growth Spurts

Goals & Targets

InsightsInsights Experiment Promote Like Hell

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As a marketer, your goalshould always begin with a question.

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Who is your dream customer?

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And what problem does your service or product solve?

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(general blank slide)Slack is one of the fastest growing B2B companies of all time.

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With a goal of solving informationoverload in the office.

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Most knowledge workers lose 28% or 2.1 hours per day to constant interruptions

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Slack’s customers don’t know a solution exists.Slack’s customers don’t know a solution exists.

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Our job is to understand what people think they want and translate the value of Slack into their terms.

@Stewart, Co Founder of Slack

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(general blank slide)Uber is valued at $41 billion, and is still a privately owned company.

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Slack’s customers don’t know a solution exists.Their goal was to simply transform the

experience of getting a taxi.

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They started by giving free taxi rides at tech conferences in San Francisco.

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Slack’s customers don’t know a solution exists.The experience was so good that word

spread.

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(general blank slide)At HubSpot our goal is to help businesses grow.

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Slack’s customers don’t know a solution exists.We’re obsessed with solving the goals & challenges of our customers.

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It has helped us to grow pretty quickly as well.

Over 15,000customers and

counting!

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Growth spurts happen when you understand the goal of your product or service and educate your ideal customer on how it solves their problems. #inbound15

@Searchbrat

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Growth spurts happen when you understand the goal of your product/service and educate your ideal customer on how it solves their problems .

Growth hackers focus on clear targets

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“We set our goal for the year to getting

3,333 customers for our new course” –

Noah Kagan

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Small marketing teams usually try to focus on too many targets at once.

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Get Visitors

Get Leads

Get SQLs

Customers

Visit to Lead %

Lead to SQL %

SQL to Customer %

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When HubSpot launches in a new country our initial focus is traffic & subscribers.

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It helps us focus on the right targets as we scale.

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Big marketing teams usually spend too much time on “best practice” and “strategy”.

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Get Visitors

Get Leads

Get SQLs

Customers

Visit to Lead %

Lead to SQL %

SQL to Customer %

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Growth spurts need constant execution against measurable targets. #inbound15

@Searchbrat

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Goals & Targets


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Here is a dirty little secret …

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… not everything a marketer does will work.

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And sometimes what works surprises us

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But we can stack the cards in our favour by validating ideas before they ever go live.

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Subbuteo first promoted their game in Boys Own Paper in 1946.

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The game didn’t exist, but they still got 2,000 orders.

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Today, it has never been so easy for marketers to validate their ideas.

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Get a list of your competitors with SEMRush.

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Find what’s already been successful with their audience.

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Find what’s already been successful with their audience.

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Setup content alerts for competitors.

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It’s harder to attract a link than a social share.

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It’s harder to attract a link than a social share.

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You can do this for a particular domain.

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Have people left feedback on how that content can be improved?

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Goals & Targets


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It means they’ve f**ked up a lot.

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Experiment with headlines.

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“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy

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We can see what’s working for competitors.

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Leverage the Curiosity Gap.Too vague, and I don’t want to click:

Mitt Romney Says Something Bad, Again

Too specific, and I don’t want to click.

Mitt Romney Says, “I Want The Middle Class To Be Tied To The Roof Of My Car.”

You Will Not Believe What Mitt Wants To Do To You.

Ergo …

From: Upworthy Slideshare

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Create variations of your headlines for both the blog and different social networks

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Test on social media before your main “push”.

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Make your content more shareable.

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There is a 19% increase in retweets when you include a quote.

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There is a 17% increase in retweets when you include a stat.

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The Pop Up is back

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The YES or NO Persuasion Technique.

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The YES or NO Persuasion Technique.

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The Content Upgrade from Brian Dean.

Increased email subscribers by 785%

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Try Longer-Form Content

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SERPIQ study found the average content length for a web page that ranks in top 10 is 2000 words.

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From looking at our own blog posts we’ve found longer posts have a positive impact on traffic.

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And the number of social shares they receive.

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And the number of links they receive.

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The Mini Case Study

The Mini Case Study

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“Digging deep into data by scraping, cleansing and

structuring it, filtering by mining for specific

information, visualizing and making a story.”

@mirkolorenz

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Take a topic that performs well, add real data & actionable takeaways

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Create 10X versions of content that has already been successful.

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Create awesome tools for your audience.

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Goals & Targets


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Here comes the quick-fire round.

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Use Snip.ly to steal borrow other peoples content for your own gain.

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Find trending content in your industry.

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Share it and send traffic back to your site.

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Or even better, start a FIRE.

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Create a social calendar based on when your social followers are most

active.

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Followerwonk can find the times your Twitter followers are most active.

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Use Facebook Audience Insights to find days and times your fans are most active.

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Schedule your social updates when your followers are most active.

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Tweets with visuals have 5x more engagement when compared to

text-based tweets

Using the correct dimensions for images will help increase engagement on your updates.

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Promote your content to an existing fanbase

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Who has already shared content like this?

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Who has linked to content like this?

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What sites already have an audience for this topic?

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Finding email addresses has never been so easy

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Is your content newsworthy?

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Build a list of journalists interested in your topic.

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Goals & Targets


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The Marketers Guide to Growth Spurts >> http://bit.ly/growthspurts. #inbound15

@Searchbrat

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Twitter: @searchbrat

LinkedIn: linkedin.com/in/kieranjflanagan

Website: Hubspot.com /Searchbrat.com

Get in Contact.