Growth Hacking 2014 – 1/23/14 – Seattle, WA #GH14

First things first

• Thank you for the space!

Tonight• - Quick Primer and Background on “Growth Hacking”

• - One Simple Tactic

• - Goal for Tonight

• - Expectations

• - On with the show!

“Growth Hacking”

• What did you just say?

Where it all started

Ninja Rockstar Pirates

How Sean defined it in 2010

• “A growth hacker is a person whose true north is growth.” - Sean Ellis, CEO of Qualaroo

• “A common characteristic seems to be an ability to take responsibility for growth and an entrepreneurial drive.”

• “A burning desire to connect your target market with your must have solution”

• “Creativity to figure out unique ways of driving growth”

• Effective Growth Hacker:

• - Process of idea prioritization

• - Test the ideas

• - Analytical enough to know winners vs. losers

• - Repeat process quickly.

One Simple Tactic

The crew @

Leadership Team Goal:10 customer meetings

per month

My goal for you tonight

Expectations

- Short format- High value- Take home a few winners- Do them tomorrow or at least sometime soon

First Up

• Michael Elliott, CEO

HONEY IHONEY I’’M HOME(PAGE)M HOME(PAGE)

Presented by

Michael Elliott

206.254.0248

www.rocketdog.org

YOU NEVER GET A SECOND YOU NEVER GET A SECOND CHANCECHANCE

TO MAKE A FIRST IMPRESSION. TO MAKE A FIRST IMPRESSION.

Michael Elliott

206.254.0248

www.rocketdog.org

DONDON’’T BE A T BE A STRANGERSTRANGER

Make sure you understand what your audience needs and wants

Michael Elliott

206.254.0248

www.rocketdog.org

KEY ELEMENTSKEY ELEMENTS

Who are you?

What do your customers want/need?

What do you or your product do?

How easy is it for them to use your Website?

Michael Elliott

206.254.0248

www.rocketdog.org

TASTY SAMPLESTASTY SAMPLESThe Good, Bad, and Ugly of Homepage Design

Michael Elliott

206.254.0248

www.rocketdog.org

EFFECTIVE PAGE EFFECTIVE PAGE DESIGNDESIGN

Understand your customer and make it EASY for them.

Easy navigation, users are impatient

Content is King. Make sure it is SEO ready

Strive for simplicity

White space is your friend

And last but not least, what is YOUR goal for the customer

Michael Elliott

206.254.0248

www.rocketdog.org

Michael Elliott

206.254.0248

www.rocketdog.org

IF YOU HAVE TOIF YOU HAVE TO

CHOOSECHOOSESPEND MORE TIME ONSPEND MORE TIME ON

DESIGNDESIGN

Michael Elliott

206.254.0248

www.rocketdog.org

ENSURING SUCCESSENSURING SUCCESSCustomers are viewing your site on

multiple devices

Michael Elliott

206.254.0248

www.rocketdog.org

• Michael Elliott

• [email protected]

THANK YOUTHANK YOU

michael.ellio

tt

michaelelliot

t

rocketdogcom

Next Up

• Adam Baggett, Project Manager

https://www.youtube.com/watch?v=ZUG9qYTJMsIDollar Shave Club

https://www.youtube.com/watch?v=ZUG9qYTJMsI

Next Up

• Mike Kichline, President

visit us: www.yesler.com | follow

us:

Buyer personas: Get to know your buyers better

https://www.facebook.com/YeslerB2B

https://plus.google.com/109101191324454259325/

http://www.linkedin.com/company/yesler

http://www.slideshare.net/YeslerB2B

https://twitter.com/YeslerB2B

visit us: www.yesler.com | follow us: 55

• Why you need them

• Definition of buyer personas

• How to create them

• How to use them

Agenda

the yesler b2b marketing framework

visit us: www.yesler.com | follow us: 57

• 93% of B2B buying decisions start with online research. -Marketo

• An average of 9 informational assets are downloaded during the

purchase process. -IDG

• Almost 95% of recent B2B purchasers said the solution provider they

chose “provided them with ample content to help navigate through each

stage of the buying process.” - DemandGen

• Industry research indicates that buyers are 2/3 of the way through their

purchase process before they even engage with a salesperson. -Forrester

Research, Inc.

• 55% of buyers think salespeople are only somewhat prepared or not

prepared for initial meetings. -IDC

• Buying teams, especially those in midsize and large companies, continue

to increase in size. -IDC

Marketing voices

58

visit us: www.yesler.com | follow us:

#YB2Bcontentmarketingwebinar

A composite picture of the real people who buy, or might buy, products like yours, with detail about

•Their problems

•Their points of view

•Their behaviors

•When and how they make decisions.

What is a Buyer persona

58

By personalizing the buying journey, buyer personas take into account the fact that your product is purchased by individuals, not by demographic groups or target markets.

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How to create Buyer personas

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•Interview prospective buyers and customers

•Reach out to sales teams

•Talk to customer support

•Review win-loss reports

•Monitor select social media channels

•Drill into campaign data

Sources of information

60

61



•What motivates this buyer?

•What does success looks like

•Common disqualifiers

•Communication channels

•Roles in the buying journey

•Content prescriptions

What you need to know

61

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Buyer persona Content Map

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THANK YOU

63

Last, but not least

• Rand Fishkin, Wizard of Moz

5 Growth Hacks Sustainable

Web Marketing TacticsRand Fishkin | tweet @randfish | slides on

Slideshare.net/randfish

Why I Hate Growth “Hacks”

A: Built to “beat the system” or “exploit a weakness” rather than work within it B: Usually don’t last, and lose their effectiveness once they’ve been abusedC: Create a psychological bias against investing in long-term marketing strategies

That’s Why I’m Going to Talk

About:

Sustainable, scalable web marketing tactics you can use over the long term.

#1 SEO on Someone Else’s Website

http://moz.com/blog/why-you-might-want-to-do-seo-on-someone-elses-site-whiteboard-friday

This is amazing!

This sucks.Doing SEO on another site can yield greater credibility. Plus, it’s often easier because they have higher domain authority and you’re less self-promotional.

#2 Visuals in Your Social Sharing

http://blog.hootsuite.com/social-media-storytelling-4/

This is amazing!

This sucks.

#3 Video Snippets, Embeds, & Metrics w/ Wistia

http://wistia.com

This is amazing!

This sucks.

http://wistia.com

These are both amazing!

#4 Crowd-sourcing the answers to insidiously hard questions

http://blog.folyo.me/how-much-does-a-website-cost-and-other-pricing-questions/

This is amazing!

So is this.

#5 Asking Qualified Visitors Why They Didn’t Convert

http://www.conversion-rate-experts.com/seomoz-case-study/

We asked these people what objections they had to trying the product, then made a landing page to address them.

We asked these people what objections they had to trying the product, then made a landing page to address them.

Here’s to Better Marketing!

Find Rand on the Web: Blog, Twitter, Facebook, Google+

Downloads

slideshare.net/pipelinedeals

#GH14 Recap

Growth Hacking 2014 – 1/23/14 – Seattle, WA #GH14

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Transcript of Growth Hacking 2014 – 1/23/14 – Seattle, WA #GH14