Jim Huffman, GrowthHit CEO, talks about Growth Marketing for Startups at the Sephora Stands Startup Accelerator out of San Francisco, CA. The slides talk about Digital Marketing, how to run growth, Facebook advertising, Conversion Rate Optimization, SEO and how to win in the B2C market. Learn more about Jim Huffman his growth marketing agency, Growthhit, here: http://growthhit.com/

1. Growth Marketing
for Startups

2. Hi, My name is Jim
• Growth guy
• Entrepreneur
• Author
• VC Advisor
• Startup Mentor
Companies I’ve Worked with:
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3. Outline
1. Growth Marketing 101
2. How to Know You’re Ready for Growth
3. How to Setup Your Marketing Infrastructure
4. How to Run & Manage Growth
5. TACTICAL: A Playbook for Growth
• Facebook Ads
• SEO & Content Strategy
• Email Automation
• Conversion Rate Optimization
6. The Right Marketing Tech Stack for You [RESOURCES]
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4. Growth Success Story: Referral
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• Turn customers into marketers

5. Growth Success Story: Paid Acquisition
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• A Sustainable Acquisition Strategy
• CAC (Customer Acquisition Cost) < LTV (Lifetime Value of Customer)

6. Growth Success Story: Community
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• Lulu’s ambassador program partners with yoga instructors, outfitting them
with complimentary clothing in exchange for teaching free classes.

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What you’re about to experience . . .
The Startup Curve
by Steve Blank

8. What is Growth Marketing?
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Source: aaronbeashel.com

9. Options for Growth Channels
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1. Viral Marketing
2. PR
3. Unconventional PR
4. SEM
5. Social & Display Ads
6. Offline Ads
7. SEO
8. Content Marketing
9. Email Marketing
10. Engineering as Marketing
11. Targeting Blogs
12. Existing Platforms
13. Business Development
14. Affiliate Programs
15. Trade Shows
16. Community Building
17. Sales
18. Offline Events
19. Speaking Engagements
Source: Traction

10. The Growth Marketer’s Playbook growthhit.com 10
The Truth is . . . you need two things
1. PRODUCT MARKET FIT: Find customers that love your
product so much they’ll tell friends about it.
2. A SINGLE GROWTH CHANNEL: One marketing channel
that’s repeatable and scalable.

11. How to Know You’re
Ready for Growth

12. What is Product Market Fit?
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Source: yesinsights.com

13. How Do You Know if People LOVE Your Product
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• Are you solving a problem?
• Are you 10X better than the next best option
• Is is a vitamin or an aspirin?
• NPS (Net Promoter Score)
• The 40% test (See Below)

14. Why Do they LOVE You . . . Exact Words
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• What are people saying?
(Exact keywords)
• How are you positioned against
competitors or an industry?
UBER: Press a button, get a car.

15. Why Do they LOVE You . . . Solved a Problem
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• Universal Standard’s FIT LIBERTY
Program

16. Why Do they LOVE You . . . Your Mission
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• An easy to remember value proposition: One for One

17. Why Do they LOVE You . . . Your Experience
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• Warby Parker: Change how people shop for glasses

18. Positioning Exercise: Pitch Formula
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FORMULA
For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name) (statement of primary
differentiation).
EXAMPLE
For women size 10 or above that are into
fashion
Who are looking for elevated looks for their
wardrobe,
Universal Standard is a premium plus-size
brand
That sells direct to consumer offering the
highest quality products and the best price.
Unlike other plus size fashion lines,
Universal Standard will replace your clothes
if your size goes up or down within a year.

19. How to Setup Your
Marketing
Infrastructure

20. Marketing Infrastructure Overview
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• Conversion 101: Landing Pages
• Analytics Setup: Must Haves
• Establish KPIs
• How to Track KPIs

21. Conversion 101
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5 Tips for Your Landing Page
1. State the Main Benefits to Your Users (Do NOT state features)
2. Hero Image or Video that showcases Product
3. Social Proof: Logos of Press, Partner logos, Testimonials, etc.
4. Clearly List or Show your Main Features
5. A Clear Call to Action with Language on the CTA Button that’s Unique

22. Conversion 101: Example
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23. Analytics & KPIs 101: Setup
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• Google Analytics • Facebook Pixel
• URL Tracking with UTMs

24. How to Run Growth

25. How to Run Growth: Overview
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• The Growth Team SCORECARD
• How to Manage the Growth Process
• How To Know Where to Focus
• How to Structure Your Week

26. The Growth Scorecard
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• List your growth ideas and score them by impact and ease of execution.
• 5 = High Impact, 5 = Ease of Implementation
Action
(Idea)
Impact
(1 to 5)
Ease
(1 to 5)
TOTAL
Create Dynamic Ads on Facebook for users that
abandoned their shopping cart.
4 4 8
Optimize the Product Detail Page for a faster and
better mobile experience
5 2 7
Launch a campaign that gives first time users a 15%
discount within 7 days of signing up
4 3 7
Include more social proof and testimonials on the top
landing pages
3 3 6
Create an incentive for customers to refer a friend
and share on social
3 3 6

27. The Growth Marketer’s Mgmt Tool
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• Prioritize Ideas with Trello and Google Sheets
• Source: Growth Marketer’s Playbook Resources (Master Growth Sheet)

28. How to Know Where to Focus
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• Biggest Impact
• Free vs. Paid
• Fastest Feedback Loop
• What segments are you
targeting? (80/20 rule)

29. Let Your Business Model Drive Your Actions
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NO
• SEO
• Email Marketing
• Content Marketing
• Be Scrappy
YES
• SEM
• Facebook Ads
• Display Ads
• Retargeting
• Branding
Do you have an ad budget?

30. How to Structure Your Week
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MONDAYS = Analysis
Track your KPIs, measure experiment, spot trends, performance vs. goals, etc.
TUESDAYS = Planning
Manage experiments pipeline. What experiments can you run to hit your goals?
WEDNESDAYS = Approval
CEO/Management Approval on executing experiments and update.
THURSDAYS = Execution
Implement experiments and based on data driven ideas
FRIDAYS = Learn
Continued learning of customers, industry and competitors

31. TACTICS: A Playbook
for Growth

32. How to Win with These Channels
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1. Facebook Ads
2. SEO & Content Strategy
3. Email Automation
4. Conversion Rate Optimization
BONUS: Build an Entire Growth Plan

33. Facebook / Instagram Ads
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• Who is your audience?
• How are you marketing to them?
• How do you measure success?

34. Facebook / Instagram Ads - Audience
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• STEP 1: Start Testing Custom Audiences with
your Email List and/or Your Facebook Pixel
• STEP 2: Create a Lookalike Audience from your
audience in Step 1.

35. Facebook / Instagram Ads – Top of Funnel
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• How are You Targeting Them? What is your lead magnet? Why should they act now?
• Give them a Free Download
• Give them something that’s 20%+ OFF
• Create an Emotion (Follow the Pain) EX: Slack as Your “Email Killer”

36. Facebook / Instagram Ads – Bottom of Funnel
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• How to retarget people once they visit your site with Facebook /
Instagram ads

37. SEO
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• SEO is the process of getting your
website to show up on a search
page. The higher it is on a page,
the better.
• SEO = Search Engine Optimization
• SEM = Search Engine Marketing
• What is a searcher’s intent? What
keywords are they using?

38. SEO
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Is Your Content/Website SEO friendly? Here’s a checklist:
1. Sitemap: A special document created just for search engines. You can use sites like xml-
sitemaps.com to generate one.
2. Google Webmaster Tool: Sign your site up with Google Webmaster Tools to ensure that it’s
being indexed and returned by Google.
3. Keyword Research: For high volume / low costs keywords (Keyword Planner)
4. On Page Optimization: Keywords on Page, URL structure, Meta Description, Headlines, Copy,
Links in copy. Images (Links, File Name, Alt Text), Strong Word Count, Optimized for Mobile?
(Mobilegeddon), AMP
5. Build Your Backlinks: Build Links to your page through Credible websites (What backlinks do
your competitors have? )
Tools: Google Sitemap Generator, Google Webmaster Tool, Moz, Yoast, SEMrush, Google
Keyword Planner

39. SEO / Content Marketing
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• Challenge: Personal finance (not viral) and requesting
personal data
• Product wasn’t viral but their personal finance blog was
viral.
• 1.5 Million Users in 2 Years, Sold for $170 Million

40. Conversion Rate Optimization (CRO)
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41. Conversion Rate Optimization (CRO)
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GOALS
• Conversions
• Lower Cart Abandonment Rate
• Demo Sign Ups
• Downloads
METRICS
• Purchase Conversions Rate
• Average Order Value
• Abandonment Percentage
• Sales / Visit
• Lead Conversion Rate

42. CRO: How to Build a Funnel
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• How to activate a subscription?
• Educate users on the Free Trial and get them to try a 3 month subscription.

43. CRO: Product Detail Page
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PDP Best Practices
1. High quality images and videos
2. Fast page load time
3. Large buttons for mobile
4. “Free” shipping
5. Easy to read product information
6. Mobile friendly
7. Multiple payment methods
(Apple, Amazon, Paypal, Google,
etc.)

44. Email: Onboarding Emails
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6 Emails within the first 5 days with the goal of getting you to transact
with the $100 promo

45. GROWTH PLAN: Koala
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Lets look at the entire marketing plan for Koala.

46. TOP OF FUNNEL
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• Viral Video
• Shares, reach, views, likes,
clicks
• Offline Events
– Sign ups, Lift
• Paid Ads:
– Facebook Ads (Result, CTR,
CPC)
– AdWords (Conversion, CTR,
CPC)
– Podcast Ads (Redeem code)

47. MIDDLE OF FUNNEL
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• Promo
• $100 Toward your purchase
• Sign up rate
• Content
– Learn about “sleep hacks”
– Sign up rate
• Offline Marketing
– Test the mattress
– Sign up rate

48. MIDDLE OF FUNNEL
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• Email Onboarding Campaign
• Open rate, CTR, purchase rate
• Remarketing Ads
– CPC, CTR, Conversion Rate

49. BOTTOM OF FUNNEL
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• Reviews
• Remove concerns at checkout
• # of reviews and stars
• Referral Tool / Word of Mouth
– Turn customers into marketers
– Share ratio
• Upsell
– Increase LTV with an upsell
– Open rate, CTR, CR

50. REST OF COMPANY
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• Design Team
• Conversion Rate
• Bounce rate
• Pages / session
• Customer Service Team
– Response time
– Delivery Speed
• Tech Team
– PASS Speed Test

51. A Growth Marketer’s
Tech Stack

52. Marketing Tech Stack Selector
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Pick from a list of over 101 Marketing Tools with our Growth Stack Selector:
- URL: https://growthhit.com/growth/101-marketing-tools/

53. Where to find me?
• Book: growthhit.com/growth-
marketers-playbook
• Blog: Growthhit.com/blog
• Twitter: @jimwhuffman
Teaching at General Assembly, Techstars
and the ANA.
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