Digital Marketing and Growth Hacking Workshop

Google LaunchPad Week Banagalore

Tips, Tools and Hacks 14-May-2015

By Ravi Trivedi | @trivediravi | ravi@srijancapital.com

My Background

Venture Investor [US]

Equity Analyst [US]

Digital Marketing [US]

Online Division [US]

Startups, Investment, Technology

Operate Startups + Angel Investments [India]Portfoli

o

Digital Marketing

Digital Marketing [India]

• Advised Companies on Growth [ India]

Software Developer, BizDev

Overview [Bird Eye View] What is Growth Hacking ?

Foundations for Growth Hacking Three Steps to a Quick Marketing Plan ▪ Some Conversion Optimization Tips▪ Free Tools to Do Research & Analysis

B) Drive Traffic Best Practices/Hacks

▪ Organic & Free Traffic▪ Paid Traffic

What is Growth Hacking

Grow Rapidly with Limited Marketing Spend $$

It is a process and mind-set, and not a one time only tactic.

Remember, true Growth Hacks are short-lived. You need to keep finding new ideas.

Try Contrarian Thinking [E.g. Facebook Like Campaign]

Marketing Tactics that have Elements of Growth Hacking Inbound Marketing Conversation Marketing Organic Customer Acquisition

3 Step marketing plan

1. Identify Your Target Market

What Business You Are In ? [ Twitter 140 char]

Who are you Marketing to? Is It Targeted Enough? Where can you find your Target

Audience? Is your market large, but still

targeted?

2. Hone your Messaging

Why is Messaging Important ? ▪ Bounce Rate. Good benchmark

Create Messaging For Target Audience Broad messaging has poor conversion

OK to ignore a set of audience, as long as you reach target audience.

Don’t create messaging YOU want, create messaging for what the customers CARE about.

3. Pick Top 3 Marketing Tactics & Test

List all the places where your target customers are Use Tools to analyze competitors dominant

acquisition strategy

Analyze the 3 Tactics/Channel With Highest Expected ROI & Volume Use keyword and other research to get to expected

Volume/ROI. Measure ROI of channels. Remove Channels that

don’t perform

Next – some tools to help you with this analysis

Channel Volume [Clicks]

ROI

Adwords 10,000 15%

Email 5,000 25%

SimilarWeb – Competitor Analysis Tool

Marketing Mix in SimilarWeb

Quick Keyword research

Quick Keyword research using Adwords Tool & GWT

Adwords Tool

GWT

Alexa

http://www.alexa.com/

Marketing Mix

3. Pick Top 3 Marketing Tactics & Test

Add Channels that perform

Always Be Testing

Don’t track Vanity Metrics. [90% GA Metrics] Track Actionable Metrics– Conversion,

Churn.

If you want Big Improvement in Results, be ready to make Drastic Changes

3. How to Benchmark, & Analyse

Funnel Analysis What is the Funnel for your Business? What are the benchmarks for your industry

conversion▪ Lead Gen – Benchmark ▪ Registration Rate▪ Conversion on Ecommerce▪ SAAS : Free to Paid Conversion Rate

Have you Set Up Enable Event/Goal Tracking in GA Micro-conversions Are Valuable too▪ Whitepaper download, Video watch, Newsletter Subscriber▪ How much value should I assign to each conversion

Visitors

Add to Cart

Checkout

Sample Example - Freshdesk

Workshop

• Tell me the Startup/Company/Website you run/manage

• Let us make a Quick Online Marketing Plan for your online business

Summary

Understand Your Target Market Know Your Target Audience

Hone Your Messaging Targeted Messaging

Drive Traffic Growth Hacks

Best Practice/Hacks for Traffic

Organic or Free Traffic

12 Hacks to Drive “Free” Traffic1. Post on Slideshare, Visual.ly,

YouTube 2. Write Guest Blog Posts on

Relevant High Traffic Authority Sites

3. Answer Questions on Quora/Forums

4. Comment marketing5. Trend on Hacker News or

Reddit6. Press Coverage

Remember YMMV, so test out each of theseHow to Create Original & Unique Content - Survey, Infographic

12 Hacks to Drive “Free” Traffic

7. Start a Meetup/Facebook Group & Post there

8. Post on Craigslist, OLX, Quikr9. Conduct Webinars 10. Create whitepapers for download11. Twitter – Piggyback on a relevant

trending #, or events12. Piggyback on large events in your

space – PPC ads

CTR By Search Type & Position

* Source : Compete.com Research -2012

Getting #1 Rank in SEO = Growth Hack

SEO Best Practice #1

Target Long Tail/Mid-tail keywords Easier to Rank, due to low competition▪ If you aggregate several Long tail/mid-tail

keywords, they add up to good chunk of traffic.▪ SAAS : Use FAQs as a way to target long tail

keywords▪ eHow.com : Built around long queries, mid

tier traffic▪ How to get a visa to India?

Ex: Ebay targets over 100 million keywords

SEO Best Practice #2 Use “Structured Data” tags in content,

for getting higher CTR [extra line in Search results] Breadcrumbs

Use Rel=Author Tag

Rating

SEO Best Practices Summary

Speed of Page Load Impacts SEO Check your page loading at YSlow or Pingdom Google PageSpeed Service.

Avoid Technical Errors [ Check GWT] Internal Linking

Link key pages internally Link Building

Don’t link to root domain only. Link to deeper pages Don’t do Anchor text stuffing Domain Diversity - Unique C Block Domains High PR Domains Follow Vs. No Follow Links Speed of Link Building

Google Webmaster – Underutilized SEO resource

Paid Traffic

Best Practice #1 – Run Display Ads along with PPC for ROI

• Retargeting (Display) + Search a recommended combination

Retargeting Campaign [ Type of Display Ad]

Target Users That Have Visited Your Site Show them your Banner Ads To create list of users who have visited your

site Cookie using Google Analytics Cookie using Adwords

This Increases brand recall, and improves PPC performance by 10 to 30%

Display Ads & Media Buying

Display Inventory sold on CPM or CPC in other parts of world.

In India you can buy it on CPL (Cost Per Lead) or CPS (Cost Per Sale).

Remnant inventory could be bought cheaper

Adwords – Best practice #2 Improve CTR of your campaign by

Use SiteLinks [ Even if you are not in Top 3 position]

Google+ Link

Paid Search Vs SEO strategy

One example

FB PPC campaigns

Keep Test Budget of Atleast Rs 5000 for each campaign to testKeep CTR of ads above 0.2%

Brighter & Large Images get Higher CTR.Use information from the Fan page/Other sources to determine what is trending/popular and use in Ad. Remember, Misleading Ad Copy Can Get Clicks, but poor Conversion

FB campaigns Optimization Tips

Pause Ads when Frequency >3 Frequency = Number of times a person sees the same ad

Pause Ads during low conversion periods = Midnight to morning. This alone boosts performance by 20 to 30%

Custom Audience Can Yield Very High Returns Can Run Ads against your database. Look alike audience

Retargeting in FB also known to boost results

Summary of Tools, Websites & Books Recommended

QuickSprout – SEO, Content Marketing

Search Engine Watch – SEO, PPC

Occam’s Razor – Analytics

1. Alexa/Similarweb

2. SEOMoz3. Google

Analytics4. Adwords Editor

Email: ravi@srijancapital.com, @trivediravi