growth hacking - an overview by stefan frisch (english version)

GROWTHHACKING MARKETING

or:Why marketeers of the future are going to be programmers

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READ!

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An overview based on the

book by

Ryan Holiday

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The times when

were different processes and parts of the company

are over!

product-

marketing

development

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What is growth hacking?

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What is growth hacking?• Marketeers that gave up traditional marketing for

testable, trackable and scaleable strategies.

• Their tools are emails, pay-per-click-ads, blogs and platform-APIs

• Instead of image and branding they focus on users and user growth

• They are inventors, operators and mechanics in their own growth machine based on sustainability

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It´s always the same in marketing since decades:

Who are my customers andwhere are they?

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Where marketing in former times was brandbased

there is now growth hacking

metric, mesurable and ROI-driven.


growth hacking is more a mindset

than a tool!

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Step 1

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It all starts with

Product Market Fit (PMF)

Bring your product to market!

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So up your ass and

start!

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How do you get PMF?

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• Announce and look if there´s if there´s demand

• Blog about your product beforehand

• Write a fictious FAQ for the product you´re developping

• Write a hypthetical case study

• Write a fictious user manual

• Write a special user manual for each user group

How do you get PMF?

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People who think about something different then the perfect product

never will create a perfect product!


Step 2

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Find the growth hack

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People don´t come to you by themselves, you have to pick them up

Don´t try to reach thousands, you just have to pick up the RIGHT ones!

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It´s okay to pick up the early adopters first…

in the cheapest way…

mesurable…Foto: www.flickr.com/photos/benwatts/ www.machtfrisch.de


This is called:

Get more bang

for your buck

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The kick off

• Use sites, your potential customers are already on• Introduce yourself on these sites: „This is us, this is

what we do and this is the reason why you should send us an email"

• Upload a post to hacker news, quora oder reddit• Write a blog with a relevant subject and push your

product there• Use kickstarter as a presentation platform and try to

attract users• Use services like helpareporter.com to present stories

to journalists• Find your users one-by-one und invite them to

acostfree test or reward them with an incentive

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The kick off

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Examples for growth hacks

• Create some exclusivity by presenting an invite-only-feature

• Create hundreds of fake-profiles to produce the impression of a heavy using of your service

• Partner with a certain platform exclusivly

• Launch your service for a special target group first. After owning this group get on to the next one – and so on…


Examples for growth hacks

• Host cool and special events that bring your customers to you

• Dominate an Appstore with your unique appfeatures

• Cooperate with well-known investors or advisors – not to get financed but for the buzz they create by being your guest or partner

• Name a building, a street, a boat etc. after your customer


Beispiele für Growth Hacks

Fully concentrate on a starterset of

users, subscribers, readers, customers etc.

for your product

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Marketeers are not engaged in,

"Brandawareness" anymore, but simply in finding

loyal users



Step 3

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Go viral!

Example: The Holsteen Manifesto

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Clearly spoken: It´s not about asking to share but to integrate very own sharing-functions inside your service!

There has to be a reason why one should share and a possibility to share very easily

inside the product itself…

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Step 4

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Close

the

circle!

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Get on, tweak, adjust, optimize

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• Find your mosat important parameters for growth and concentrate on them!

• Tweak these parameters, optimize programming code, adjust, get better!

• It´s all about keeping your customers tuned, keep them staying!

• Optimization to keep your customers is more important than growning a number of new customers!

Get on, tweak, adjust, optimize

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It´s much moreimportant to roll outnew features for the

existing customers thengenerating new customers!

There´s one other thing…

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In the future marketeers may use their budgets for optimizing their products then buying ads!


In the end it´s all about getting customers…


Everything that brings customers is marketing…


In older marketing times wronng decisions were unbelievable expensive. Growth hacking is not without fail but definitely faults are much cheaper: change code and it´s done…


Growth Hacking means:

Reaching customers with a measurable, scaleable, effective and data-driven method.

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• Test your product as cheap as possible

• Tweak and optimize your product based on the feedback you get

• Then launch your

• Systematicaly reduce access obstacles

• Use target media and platforms to generate your first users

• Look for a WOW-factor

• Buil an email-list

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So…

…start with

your own

growth hack!

Fotos:

Stefan Frisch

www.machtfrisch.de

Kaiserstraße 1b

90763 Fürth

http://www.machtfrisch.de/

growth hacking - an overview by stefan frisch (english version)

Marketing