Growth Hacking for Your Business
•Transferir como PPTX, PDF•
1 gostou•694 visualizações
Everything you need to know to leverage Growth Hacking for your start up, going concern or mature organization. Examples of popular growth hacks and growth strategies that you can begin using today.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Growth Hacking for Your Business
Semelhante a Growth Hacking for Your Business (20)
Mais de Doug Allen
Último
Último (20)
Growth Hacking for Your Business
- 3. “Get Your Free Email at Hotmail”
- 7. Growth
- 8. A hacker is more interested in the goal than the process Hacking
- 9. What Is Growth Hacking? • An attitude or a state of mind • Marketing+ techniques • For the complete life of the product • Focus on long-term, sustainable growth • For startups or other growth needs • To sell products, services, get users • Uses: • Data and analytics • Social and viral sharing • Leveraging what’s popular
- 10. What Is Growth Hacking? • Acquisition methods that are trackable • Facebook, LinkedIn, Twitter advertising • Google AdWords • Third-party marketers • Incentives for users • Incentives for sharing • Product design that includes shareablility • Content-based marketing • Creating popular content based on popular content • Sharing popular content • Leveraging popular blog and content sites • Specifically to drive people to your site
- 11. What Is Growth Hacking? • Giving stuff away • To get people to register • To introduce people to pieces of the solution • To keep users happy and telling others • Careful study of the pipeline/funnel steps • Understand why people move along • Reduce barriers and improve motivation to move • Interviewing customers • To get the product right in the first place • To see why they signed up or bought • To see why they didn’t • A/B testing to improve your site or process
- 12. A growth hacker is a person whose true north is growth.
- 17. Opinions Love Growth Hacking • It’s NEW! • It’s not marketing • You exploit the weakness in a system • It’s works quickly • I can use my tech skills Hate Growth Hacking • It’s trendy • It’s not marketing • You exploit the weakness in a system • Tend to have limited life • I have to be technical
- 18. "In the course of millions of add impressions I generated over my traditional marketing career, I never followed up with anyone who converted and I spent only a few seconds thinking about the people who didn't convert at all" Ryan Holiday
- 19. Marketers are asked “How can we get customers?” and the answers are: • Press releases Advertisements • Publicity Launch party Growth Hacker says “we HAVE to get customers!” • If I have to call everyone myself • Growth is the goal, means don’t matter. Ryan Holiday
- 22. “No traditional marketer would have figured this out”
- 32. Shorten Your Time to WOW Have it be the first thing • Optimitzely allows immediate A/B testing Create ah-ha videos of your service • Usertesting.com Personalize the WOW moment • Netflix ask for 3 favorite movies http://appcues.com/academy/wow-tactics/
- 34. David Skok • Free trials and freemium are great ways to let customers discover their WOW • You may have to specifically identify the WOW • Study the TIME and WORK required to get to WOW • How do you shorten the time? • What’s the drop-out rate from the trial? • How much work is it to get there?
- 35. David Skok
- 36. David Skok Friction and Concerns
- 37. David Skok Motivation and Incentives
- 38. David Skok Motivation and Incentives
- 39. David Skok
- 41. Conversion Rate = Desire - Friction
- 43. AirBnB Getting Past Friction • Travelers are growing faster than hosts • Emotional wall preventing new hosts • The right moment is 2X more effective than the right channel • They use mixpanel.com service to track problems in the host onboarding experience • The old process • Speed, consistency, and simplicity • 40% increase in conversion to hosts • Only implement actionable tracking calls • Don’t track everything - • Focused on entering addresses
- 45. Chamath Palihapitiya “We did 3 simple brain-dead things” • How do you get them in the front door? • How do you deliver an ah-ha moment as quickly as possible? • How do you continuously deliver value? Get an individual to 7 friends in 10 days
- 47. Getting E-mail Addresses • Ask • “Gate” your home page • “Enter your e-mail to receive 15 growth hacks” • Advertise/ask on your own top 5 pages • “Want Growth Hacks? Subscribe to my monthly newsletter” • Ask for the e-mail in the first third of the page • Share the most popular content of others • Launch an e-mail course • “8 weeks of Growth Hacks – 8 steps to grow your business” Credit to Noah Kagan okdork.com
- 48. Getting E-mail Addresses • Guest blog or guest host on podcasts • …and when you do, ask the host “what would make this the best post/show of all time?” • Buzzsumo to find who’s sharing your current posts • Google analytics to see who’s referring traffic to you • Ask your readers what are THEIR favorite blog sites • Your proposal to the host includes 3 titles that are informed by Buzzsumo’s “most popular” articles list. • Send your marketing e-mail to the 90% a week later with a new subject line. • www.kingsumo.com to explore give aways Credit to Noah Kagan
- 49. Register your account at SumoMe.com
- 55. Top 10 Stupid Things 1. Enforced immediate registration 2. The long URL 3. Windows that don’t generate URLs 4. The unsearchable web site 5. Sites without Digg, del.icio.us, and Fark bookmarks 6. Limiting contact to email 7. Lack of feeds and email lists 8. Requirement to re-type email addresses 9. User names cannot contain the “@” character 10. Case sensitive user names and passwords 11. Friction-full commenting 12. Unreadable confirmation codes 13. Emails without signatures 14. Supporting only Windows Internet Explorer
- 56. • Registration after they get some value • Make registration easy as possible • Make it easy to share and receive your content • Test and support multiple platforms and screens Plus… • Adoption is in the details • Don’t just enable buying – sell! • Distribute everywhere to to compliment virality • Remember the law of big numbers
- 57. kingsumo.com
- 58. Multivariate Testing Notes Test and track two versions of a message or process and seeing which one moves closer or faster toward the goal (and you have to have a goal). • Different pricing • Graphics or design • Different wording • Placement on the page
- 59. Effective A/B Test Process 1. Pick a measurable, meaningful goal 2. Pick the best changeable process gate 3. Pick an appropriate timeframe 4. Run your baseline test while brainstorming variants 5. Pick your favorite(s) for testing 6. Create your A and B variants 1. Optomizely 2. Your own coders 7. Run your A/B test 8. Re-start at 5 or 2 or 1
- 62. Add to Cart +Cart Original Variation 1 Variation 2
- 65. BRIAN DEAN • A/B is like using a chainsaw • Techniques for one industry don’t work for another • The results can conflict (sometimes the red button was better, sometimes worse) • Knowing what doesn’t matter is more important than knowing what does. • The secret of A/B testing is knowing what NOT to test • He found: • “I did this” is way better than “Looking for more traffic?” • Concrete facts are better than promises • Headlines are more important than body
- 66. Growth Hacks • Focus on app performance • Match the price to the value (or below) • Let them sign up for the waiting list • Put discounts on your business card • Use pre-printed stickers so the code is unique • The only way to sign-up is through invites • And when you get in, you’re given 3 invites to share • Turn your users into your sales force
- 73. Growth Hacks • If you don’t respond to a web or e-mail lead within 5 minutes, your likelihood of responding plummets • If you DO respond within 5 minutes, there is a 400% increase in lead response • Visuals included in your social media posts improve shareability • Ask qualified visitors why they converted • …AND why they didn’t convert • Gather objections • Address them on the website
- 76. • 2011 launched their Facebook app • 35,000 to 785,000 monthly users • Generated over 750 million Facebook story impressions • 3G was rolling out in India, so focus was on dynamic bitrate for streaming • Phone apps rolled out in summer 2012 • 2014 – Largest streaming music provider in the world. • Warner and EMI almost doubled songs • Integration with SONOS this fall
- 77. Clint Balcom •Designers get a bad rap • “Design for emerging markets” • “Design for mobile first” •Trendy design platitudes don’t mean anything
- 78. Design for People Not “mobile first”
- 80. • Facebook page experiments with a variety of algorithms to get pages to go from zero to millions of fans over a few hours or days • He eventually figured out how to tell in twenty seconds when the page was going to go viral • Content doesn’t go viral because it doesn’t create enough emotion • Humor, cute animals and anything creating a positive emotion makes people likely to share • Tap into proven virality rather than trying to come up with something completely new
- 82. Dose.com
- 83. Spartz’s Virality Tips • Virality is usually an accident (for everyone else) • Something goes viral because it jumps networks • Twitter to a blog or forum • Facebook to Mashable • Use Google trends to see what’s working • Alexa.com and Quantcast.com • Favstar.fm tells you the most viral Tweets • Emulate or spin or capture the essence and bring that to a different part of the Internet
- 88. Spartz’s Virality Tips • Tweet the same tweet twice a day (maybe even 3) • If you have great content – find a way to make it into a list • Write shorter sentences. Make smaller paragraphs • Ask them right away to share • Facebook posts with pictures have 50-100% more likes • Include 1x1 pixels to hack Facebook’s computer judge • On Twitter, include an arrow --> before links
- 89. Spartz’s Virality Tips • Incentivize sharing to help virality along • Share to get another contest entry • Tell a friend and both of you get a discount • Share and we’ll give money to charity • Find out what’s popular with your users • Make a list of things you could bribe them with • Discounts • Bundles • Make a list of everything you want them to do • Give e-mail • Tweet • Like a page
- 90. Spartz’s Virality Tips •Virality = Emotion • Humor • Nostalgia • Cute animals • Anger • Revenge • Injustice “Will sharing this make me look cool?”
- 91. How George Takei Grew Followers •Post the top story from Reddit Now he just posts whatever he wants to say
- 94. Notes from Ryan Holiday • Take advantage of an underutilized or under-exploited platform and design around benefiting that platform. “Hey – people aren’t taking advantage of this thing yet!” • Buzzfeed, Huffington Post and UpWorthy all used Facebook feed. Don’t emulate them, find your own platform that’s underutilized.
- 95. Notes from Ryan Holiday • Leverage other people’s audiences (LOPA) • Popular blogs • Popular Twitter feeds • Facebook pages with lots of friends • When trying to get your message to these sites, remember the immortal words of Robert Greene: never appeal to mercy or gratitude, always self- interest. • “Would you please talk about my product?” • “Look – this is a game-changer. You’ll want to be associated with it! BTW – I’m going to promote the crap out of this and this post is going to do really well” • Share your media plan so they know your plan
- 99. subreddits.org
- 101. Product Market Fit – you have to make stuff that people want (this comes before everything). This is a necessary condition for growth. Growth Hacking can’t make a product sustainable.
- 103. Hi! I'm the CEO here at Dwellable, and I spend a ton of time working with our customers. First, I wanted to thank you for choosing the Dwellable app to kick off your new year travel plans! I'm writing because we're working on a marketing project and I wanted to ask you a favor. Would you be willing to spend 20 minutes on the phone with our brand marketing person, talking about your experience using Dwellable and other travel resources? We would be very, very grateful to hear your insights, and would send you a $25 gift card to Starbucks to show our appreciation. Again, thank you for being a valued Dwellable traveler! KW
- 105. Find Your Growth Hack – don’t copy examples of other growth hacks, locate your own niche. This gets you started for the next step.
- 106. Going Viral – Virality must be built into the product (see step 1). If you don’t do this, you have to keep repeating step 2.
- 107. Retention and Optimization – “Retention trumps acquisition.” If you create long-term customers, you can do growth by expanding offerings for existing customers as well as getting new one.
- 109. Hacking the Growth of Your Book • E-book instead of paper • $3 price • 15 different articles as a guest blogger ready to go • 3 SlideShare presentations (thousands of views) • Pre-orders are hard and Amazon rewards velocity • Publishing blogs and doing interviews after book availability • Plan your digital barrage to coincide with introduction
- 110. Hacking the Growth of Your Book • Partnered with BitTorrent to offer for free: • 700mb downloadable content bundle • 250 pages from the book, interviews, videos, photos Resulted in • 2,000,000 downloads • 1,261,12 page visits • 880,009 Amazon impressions • 327,555 Tim Ferriss website impressions • 293,936 book trainer impressions
- 111. How Do You Keep Up? quora.com/Growth-Hacking growthhacker.tv $50 per month $160 per year
- 113. growthhacker.tv
- 114. Important Stuff •Conversion rate •Acquisition cost •Cohort analysis •Trackable and testable customer acquisition strategy Google analytics
- 117. Common Advice • Create something great • Build growth and sharing into the product from the very beginning • Use hacks to incentivize sharing – engineer your virality • Sign-up lists • Rewards for social sharing • Discounts for getting others to sign-up • Continuous value sustains profitability • Focus on customer retention, not acquisition
- 118. Common Advice • Study/interview converted customers or users – there are lessons there • Find the ah-ha moment for your product • Twitter: 30 followers • Facebook: 7 friends in 10 days • Look at your funnel gates for leaks and opportunities • Brainstorm tests for improvements • If your bounce rate is too high, stop hacking to get visits! • Run the tests and implement the improvements
Notas do Editor
- The hack here? Build virality and shareability into the product
- https://blog.compete.com/2006/10/18/youtube-vs-myspace-growth-google-charts-metrics/
- Anyone could request an invitation and in a few days you’d hear back – being told that it will be a while before they got to your name. http://cdn.purepinterest.com/wp-content/uploads/2012/05/How-to-Get-a-Pinterest-Invite.jpg
- Traditional advertising (TV, Radio, Magazine) can be a part of the mix, but do not offer the analytics
- http://www.startup-marketing.com/where-are-all-the-growth-hackers/ Sean Ellis coined the term “Growth Hacker” in this 2010 article
- Sean was behind the famous growth hack at Dropbox So do you know the cost of acquiring a customer? In Dropbox's case, it was upwards of $400 of traditional advertising.
- For every decision in the business, the growth hacker asks “what’s going to be the effect on growth?”
- And most times, Marketing gets involved AFTER the product is created and in the can.
- Thanks to Ryan Holiday
- http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/
- There was no Craigslist API to encourage or allow this sort of thing – they built it themselves.
- http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version Dave McLure
- AirBnB funnel https://mixpanel.com/education/test-your-assumptions Users to hosts to really great hosts
- http://www.andrewthompson.co/
- http://appcues.com/academy/wow-tactics/ Play the video at http://www.usertesting.com/
- http://www.forentrepreneurs.com/time-to-wow/
- http://www.forentrepreneurs.com/time-to-wow/
- Two main factors prevent someone from moving through a funnel: Friction and Concerns
- Try to motivate them to give up their credentials
- On the smartphone apps, its much easier to link the contacts to linkedin
- http://www.forentrepreneurs.com/time-to-wow/
- Encourage them to work through the friction by offering a gift at the end. Dropbox knew that if people understood the service, they would stay and become happy users.
- Their question: “How can we convert guests into hosts?” Right moment – when do you offer the growth element to a customer. When in the process or their visit to the website or in the life of their relationship to your organization. So not after their first visit, but at the right point. Showed people in your network who were also HOSTS on AirBnb https://www.youtube.com/watch?v=PZJ3RvF1hkM#t=520
- https://www.youtube.com/watch?v=raIUQP71SBU Chamath Palihapitiya - how we put Facebook on the path to 1 billion users A very frank talk with lots of foul language Guy who worked for Chamath… “At e-bay we had this framework…” Get an individual to 7 friends in 10 days Measuring Testing Trying things We cannot tease out virality – do NOT bring me plans that include virality How do you get them in the front door? (number of acquired people?) How do you deliver an ah-ha moment as quickly as possible? (# that have had the a-ha moment) How do you continuously deliver value? (core engagement) Core product value is elusive and most products don’t have it
- Go to Buzzsumo.com and type in your blog address Then, view sharers View influencers Go to influencers for your topics 90% - that’s because 10% opened your message. 90% get it again a week later with a new subject line.
- Buzzsumo.com
- http://blog.guykawasaki.co The Top Ten Stupid Ways to Hinder Market Adoption
- http://blog.guykawasaki.com/2007/01/the_top_ten_stu.html Adoption – do little things right (format e-mails for mobile, craft the words well, choose great pictures, Selling includes LOTS of posts and tweets
- http://kingsumo.com/apps/giveaways/#features
- http://wistia.com/
- http://www.andrewthompson.co/
- https://s3.amazonaws.com/optimizely-marketing/customer-stories/codeorg-casestudy.pdf The “community-focused” variation lead to a staggering 29% increase in signups for the Hour of Code.
- https://s3.amazonaws.com/optimizely-marketing/customer-stories/fab-casestudy.pdf
- https://s3.amazonaws.com/optimizely-marketing/customer-stories/fab-casestudy.pdf
- If you know how to use it, you can easily turn a block of wood into a gazebo. But if you don't... You can do some serious damage.
- http://www.growtheverywhere.com/mick-hollison/ https://www.youtube.com/watch?v=RNZmXrJZPYE&index=3&list=PLwH-IgPyHN3eZ0dFjF12j5WmPwVdmiRTz Improve conversion rates, by handling objections (those that you heard from qualified who didn’t convert) on the home page of the website
- http://crafterall.blogspot.com/2009/11/making-lemonade-or-in-this-case-coupons.html
- http://www.growtheverywhere.com/mick-hollison/ https://www.youtube.com/watch?v=RNZmXrJZPYE&index=3&list=PLwH-IgPyHN3eZ0dFjF12j5WmPwVdmiRTz Improve conversion rates, by handling objections (those that you heard from qualified who didn’t convert) on the home page of the website
- South Asian Audio Video Network
- Within 4 weeks, monthly active users went from 35K to 785K http://www.digit.in/internet/saavn-music-app-on-facebook-driving-growth-for-both-companies-8786.html
- http://recode.net/2014/11/06/design-for-people-not-markets/ Clint is the VP, Design and Front-End Development for Saavn
- Clint says “Its not a phone or a browser – it’s a person” “The challenge of designing for mobile isn’t that it’s smaller or slower. Those are technical hurdles which, ironically, force a return to the way we used to design — with consideration for slower networks and smaller screens. No, the problem is that we too often forget there are people using those mobile devices.”
- Wrote his first website at age 12 Home schooled Went to college for fun – tried to read a different non-fiction book each day Became obsessed with the concept of virality – thought mastering it might be the way to his first $billion by age 30
- http://www.growtheverywhere.com/emerson-spartz/ Every platform has different viral attributes (his algorhythms worked on Twitter,
- https://www.growthhacker.tv/emerson-spartz
- They’ve found no drop-off in re-tweets when the same tweet is repeated The brain LOVES lists – click-through rates for lists are great. Odd numbered lists are better. If people think the content is old, they won’t share (or if they think its new, they want to share it)
- https://www.growthhacker.tv/emerson-spartz Jumping networks means going from Twitter to a large forum to Facebook to Mashable
- Robert Greene – wrote “48 laws of power”
- Buzzsumo.com
- When a popular blog highlights your solution to THEIR readers, they get more likes and shares. Partner with someone on-line or IRL that comes in contact with your potential customer.
- http://redditlist.com/sfw
- http://subreddits.org/
- https://www.linkedin.com/pulse/article/20141112000730-6488620-the-most-memorable-posts-of-2014 http://www.slideshare.net/linkedin/most-memorable-linkedin-posts-of-2014
- Who has seen an Uber commercial in Kansas City? They focused for years on getting the service right – not on acquiring customers and now customers end up being their best source of referrals.
- Published 15 different articles all over the net from the book (guest blogger) ready to go at book availability
- Published 15 different articles all over the net from the book (guest blogger) ready to go at book availability
- Cohort analysis (group your customers and understand how each behaves) Don't do any customer acquisition strategy that isn't trackable and testable. It's OK if it's not scalable to begin with, but scalability is nice also.
- Figure out how to lower the bounce rate!