Growth hacking is a thingChris Dover

plagiarized from all over the intrawebz

Credits to the growth hacking community of amazingly helpful and intelligent people

Is there a difference between growth hacking and straightforward marketing?

...a growth hacker is not a replacement for a marketer. A growth hacker is not better

than marketer. A growth hacker is just different than a marketer.”

A growth hacker is a person whose true

north is GROWTH

Common Title in Tech CompaniesDirector of GrowthVP Growth StrategyGrowth MarketingHead of GrowthGrowth StrategistChief Growth OfficerVP Digital MarketingMarketing 2.5/3.0

Growth Hacker(it's just the latest name for it)

Growth Hacker is not your traditional marketing team

Keyboard warrior

Everybody's doin it

Examples of Growth Hacking

The guys from Hotmail, in 1996, bought billboards and magazine ads…to no result

Tim Draper suggested that they add to the bottom of every email sent from Hotmail:

P.S. Get your free email at Hotmail.com

Within 6 months of starting this, they had over 2 Million users.A founder sent an email to India, and within 3 weeks they had 300,000 new users in India

Dropbox allows you to get free space by referring friends, connecting to facebok, twitter or integrating.

Almost 18 Gigs for free

Other examples

LinkedIn - 2 Million to 200 Million users by allowing a public profile to be searchable in Google

In 2002 a can of Red Bull placed in the hands of Britney Spears before the paparazzi followed her around LA. They took photos, those photos got published and boom, sales went up 200% the next month.

Those are all famous examples, but they don't represent the hard work behind the scenes, the constant testing, analytics, wins, fails and additional efforts needed to even recognize the "big win" as it was happening

Growth only works if

LVC > CAC(lifetime value of a client >Client acquisition cost)

A client is more valuable than what we pay to acquire them

Be where users are and be relevant to get users

User Acquisition is not only SEO

While "old-school" and automated SEO is the most easy and cheap approach initially, it's dangerous and should not be used unless we plan to get penalized by Google and wipe out our budget before we begin.

Blocking and Tackling

Before spending a single $ on advertising (TV Commercials, ppc, twitter, facebook, google, etc…) let's get the foundation in place and set up a way to monitor and analyze the effects and source of any action.

The tools of the trade

Step 1 - baseline

Setup Monitoring/Analytics● Google Analytics and Kissmetrics (for example)● Monitor Main KPI's - Company wide

○ Visits, Downloads, Views, Return Visits, Shares● Growth Team KPI's (constantly changing)

○ referring URLs, super users, Social Media, time on page, bounces, track backs, conversion for CTA

Organize all touch points and monitor 24/7

LinkedIn, Twitter streams, Facebook, Instagram, Blogs, Website, Reddit, Google Ads, DeskSites, Fantasy Football forums, Podcasts, etc...● Collect analytics on any

and all touch points● Search for new

touchpoints● The conversation is 24/7

not 9-5 m-f

Social Media is where SPORTS fans live and breath

Twitter users published more than 16 million tweets, or about 389,000 tweets per minute, during the worldcup Brazil-Chile game, shattering the record set in February during the Super Bowl.

Superbowl. Twitter reported that a record 24.9 million tweets about the game were sent during the telecast. That topped the 24.1 million from last year's game.

Step 2 - Funnel● Use traditional and creative

strategies for Acquisition (visits) "white hat SEO", PPC

● Use CRO (conversion rate optimization) to move visitors down the funnel

● If visitors don't convert, recycle them up the funnel and retarget them

● Push referral● Keep funnel from too many

outside hands

Step 2 - What works and doesn't

Constantly test what works and what doesn'tRemove what doesn't, increase what doesContinue to try new things

Step 3 - ExperimentsA/B test Key Words, Tweets, Sharing, comments, screenshots, mentions

Test, Analyze, Adjust, Test…

This is where Conversion Rate Optimization (CRO) effort affects the funnel the most.

Get to here quickly, and spend as much time here as possible

Get presence in order and be in the discussion

Examples…Single page website for conversion - With CTAAn AMAZING blog about your productSprout Social/Swayy/Klout etc... (optimize posts) and be part of the discussion● Twitter 15-20x daily● Facebook ● Reddit discussions● Always try new places

Implement 23 campaigns protocol

My personal favorite Ad playbook built, used and constantly adjusted - by Juan Matetagui

http://500.co/23-campaigns-gain-traction-and-unit-economics

PPC campaigns

Once everything is finally in place here, always have a PPC (at whatever scale) running in the background. This is a way to constantly learn what draws the best conversion

Create a product

Infographics, youtube channel, podcast, join a community discussion, create a white paper on how we do it...etc. Try something!

Direct, subtle and clandestine growth techniques

Repeat

Constantly repeat to step one all the way through the funnel optimization.

Setup PILLARS An awesome system to monitor all Growth efforts

created by Kevin Braget P - Platform - (property, cpc channel)I - Idea - (What is it)L - labor (the work, tweets, CPC ad, video, blog post, participated in discussion etc..)L - Link (call to action)A - Target Audience (perhaps people at 2am arguing about FF trades)R - ResultsS - Spend (time or money spent to get the result)

Pillars example

I need to find the reference from growthhackers.com the creator of this, it. is. awesome!

SummaryStep 1 - Identify all properties and set up analytics, KPI's and begin monitoring. Purchase tools (Kissmetrics, Google Analytics, Sprout Social, Mention, Optimizely, Crazy Egg, Mix Panel, etc..) and in house product (PILLARS) for monitoring. *Most have 7-30 day trials

Step 2 - Explore, Discover, test, analyze, optimize, repeat

Step 3 - Funnel Optimization, Conversion Rate Optimization (CRO) Compare to industry standards and established baselines. (A/B Testing, CTA, SEO, Mentions, Social Media, be part of the discussion). This is where money is spent, CPC, Keyword Advertising are examples but also will give Marketing Team insight into spending

Growth is not overnight, often times it's not a single idea, a single tweet by Payton Manning or idea #7 that show's real results, but the cumulitive of

thousands of ideas over time and having the analytics in place to recognize what does and doesn't work

@chrisgeniuslychrisdover@gmail.com