growth hacking: 5 growth tactics that you can try right now!
TRANSCRIPT
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GROWTH HACKING 5 Growth tactics
to try today
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MAKE LINKEDIN YOUR LANDING PAGE
START BUILDING YOUR EMAIL LIST TODAY
STEAL YOUR COMPETITORS’ STRATEGY
5 growth tactics to try today
CONVERT THE CRAP OUT OF YOUR LEADS
CHOOSE YOUR OMTM & GROW
@evelinesmet
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Hi, I’m Eveline
@evelinesmet
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Career path
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Today..
@evelinesmet
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PUG MOMMY BARCA LOVER SPORTS ADDICT TO BE
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WHICH CHANNELS SHOULD I USE?
WHICH TOOLS AND TACTICS SHOULD I USE?
WHO ARE MY CUSTOMERS?
Top marketing questions I get
HOW CAN I EVALUATE MY MARKETING EFFORTS?
HOW CAN I GROW MY BUSINESS THROUGH MARKETING?
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My goal: Teaching you guys growth tactics that you can use tomorrow!
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Win! Tweet #growthhacking @evelinesmet
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growth hacking
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But first..What is growth hacking?
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Growth hacking skills
@evelinesmet
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Growth hacking mindset
@evelinesmet
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Famous growth hacks
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DROPBOX REFERRAL HACK
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AIRBNB ACQUISITION HACK
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HOTMAIL REFERRAL HACK
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TWITTER ACTIVATION HACK
@evelinesmet
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Hotmail referral hackSPOTIFY REFERRAL HACK
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MOBILE VIKINGS REFERRAL HACK
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MC DONALDS ACQUISITION HACK
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TECHNOLOGY BASED
AUTOMATE THE PROCESS
USE NON-TRADITIONAL CHANNELS
What is different?
RUN EXPERIMENTS
MEASURE & GROW
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Growth hacking in each stage of the funnel
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I will be showing a lot of tools & tactics later on
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But first..Why do you need analytics?
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Analytics keep a growth hacker honest
@evelinesmet
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infinite scroll
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infinite scroll
FAIL
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Analytics shift the focus of growth hackers
@evelinesmet
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We have a CPC of 2€, is that good?
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World’s first banner vs Coolblue banner
@evelinesmet
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World’s first banner vs Coolblue banner
0€ IN REVENUE 32.900€ IN REVENUE
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BY INCREASING RETENTION
BY INCREASING DAILY ACTIVE USERS
GROW MY COMPANY
Example actionable goals
INCREASE CONTENT CREATION BY MEMBERS BY 15% BY END 2016
EDUCATE MEMBERS ABOUT CONTENT CREATION VIA
SHOW CONTENT FEATURES ON THE HOMEPAGE
INCLUDE CONTENT CREATION IN ON BOARDING EXPERIENCE
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BewareOf vanity metrics! They will make you feel good, but they will not change the way you act.
@evelinesmet
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Email marketing Social media Paid search Display advertising
VANITY METRICS VS ACTIONABLE METRICS
OPEN RATE
LEADS GENERATED
# FANS
REFERRAL RATE
AD POSITION
COST PER ACQUISITION
IMPRESSIONS
COST PER LEAD
@evelinesmet
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Trying to find interesting insights and unexpected learnings
Keeping you up to date with predictable, managerial insights
Do ads with pictures of cats work better?
How many clicks will our ad budget get us?
EXPLORATORY REPORTING
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If you’re busy explaining the data, you wont
can’t act upon it
UNDERSTANDABLE COMPARATIVE A RATIO OR RATE BEHAVIOUR CHANGING
A GOOD METRIC IS
Comparison gives you context
The only way to measure change
What will you do differently based on the
results?
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Find your focus based on your data
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Analytics predict the future for growth hackers
@evelinesmet
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Mobile vs desktop visits
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Analytics make success repeatable
@evelinesmet
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Make a business case, then repeat
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Convinced?
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5 growth hacks that you can try today!
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“Good artists copy, great artists steal” -Steve Jobs-
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Steal your competitors’ strategy
1
@evelinesmet
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STEAL WITH PRIDE
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CASE
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SIMILARWEB
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TOOL
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CASE
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CASE
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SPYFU
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SPYFU
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COMPETITOR SCRAPING TOOLS
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Make Linkedin your landing page
2
@evelinesmet
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“The network always wins” -Peter Hinssen-
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YOUR HEADLINE IS YOUR H1
@evelinesmet
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YOUR HEADLINE IS YOUR H1
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YOUR INTERESTS ARE YOUR SEO KEYWORDS
@evelinesmet
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“Get a marketing job or internship without sending out a single resume” -Eveline Smet-
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MAKE YOUR HEADLINE SEARCHABLE & ACTIONABLE
@evelinesmet
FUTURE BRAND STRATEGIST
JUNIOR DIGITAL MARKETEER
LOOKING FOR A MARKETING INTERNSHIP IN FEBRUARI
I WANT TO HELP COMPANIES GROW VIA SOCIAL MEDIA
LOOKING FOR A MOTIVATED YOUNG MARKETER? HIRE ME!
MICHAEL DELARET
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Exercise: Change your headline & add interests
@evelinesmet
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LINKEDIN AUTOMATION TOOLS
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AUTOMATE THE ACQUISITION
LINKEDIN PREMIUM = NEEDED
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Start building your email list today
3
@evelinesmet
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“The money is in the list” -every growth hacker-
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EMAIL IS NOT DEAD!
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LIST BUILDING TOOLS
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LIST BUILDING TOOLS
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Exercise: download chrome extension and build a 150 person list to contact this week
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BONUS
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LIST BUILDING TOOL SOCIAL SHARES
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Convert the crap out of them
4
@evelinesmet
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“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” -Jeff Eisenberg-
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Understand your conversion funnel
@evelinesmet
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Conversion funnel online shopping site
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Conversion funnel online shopping site
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COST PER ACQUISITION = 25
LIFETIME REVENUE PER USER = 75
LIFETIME VALUE = 100
First, get the basics right
LIFETIME REVENUE PER USER = 75
@evelinesmet
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Optimise for each stage in the funnel
Channel testing
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KPI’s per stage of the funnel
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No e-commerce? No problemTRACK INCOMING ENQUIRIES
TRACK NEWSLETTER OPT-INS
TRACK NUMBER OF CALLS
TRACK NEW SUBSCRIBERS
@evelinesmet
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How to drive conversions?
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CONVERSION TOOLS
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PUBLISH QUICKLY
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CASE
@evelinesmet
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Exercise (at home): Create your (campaign) landing page in 3 hours
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Choose your one metric that matters -OMTM- & grow
5
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Data overload
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A wealth of information creates a poverty of attention
@evelinesmet
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Your OMTM is your true north
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IT CREATES FOCUS FOR THE ENTIRE COMPANY
IT INSPIRES AN INTERNAL CULTURE OF EXPERIMENTATION
IT ANSWERS THE MOST IMPORTANT QUESTIONS FOR YOUR BUSINESS
Why do you choose OMTM?
@evelinesmet
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A few OMTM examples
CUSTOMER LIFETIME VALUE
DAILY ACTIVE USERS
CUSTOMER ACQUISITION COST
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examples
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CASE STUDYMOZ
Scale
STAGE
SAAS
MODEL
Net adds
OMTM
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Net adds = growth
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CASE STUDYHEADSPACE
Virality
STAGE
SaaS (Freemium)
MODEL
Paid Churn
OMTM
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Paid churn = loss
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MAKE LINKEDIN YOUR LANDING PAGE
START BUILDING YOUR EMAIL LIST TODAY
STEAL YOUR COMPETITORS’ STRATEGY
5 growth tactics you have tried
CONVERT THE CRAP OUT OF YOUR LEADS
CHOOSE YOUR OMTM & GROW
@evelinesmet
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I’t all starts with knowing your customer
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Why are Nigerian spammers good growth hackers?
@evelinesmet
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Why is Nigerian spam so badly written?
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BAD LANGUAGE
1000 EMAILS SENT 1000 EMAILS SENT
10% CONVERSION = 100 RESPONSES
0,1% CONVERSION = 1 OR 2 RESPONSES
1 FOOL & THEIR MONEY1 FOOL & THEIR MONEY
PROPER ENGLISH
SCALABLE NOT SCALABLE
@evelinesmet
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Nigerian spammers have learned to understand their target market & their customers
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T H A N KY O U