Growth Hacking social media to validate your products, find customers, and turn leads to sales

 

Declan Dunn Twitter: @declandunn SimplyResponsive.com

"The  aim of marketing is to know and understand the customer so well the  product or service fits him and sells itself.” — Peter Drucker

The Growth Generator – Your Audience

Growth GeneratorsSocial, Search, and Messaging Activate

Goals:

•Create customer personas to target and improve. • Keep improving your definition of audience and market.•Your Brand and Message - surprise and recognize.

50% Apps

7% Web 50% Apps7% Web

comScore Internet Usage 2016

Mobile57%

Tablets12%

Desktop32%

Mobile

50% Apps7% Web

Knowing this, why do many…

Keep marketing like it’s 2009?Desktop32%

Paid SearchAffiliates

Retargeting

Technology

Display

Customer Research

EmailDesign

UsabilityMobile

Analytics

Content Creation

Data Feed Marketing Social

The Old, Scattered Approach from 3 years ago…..

Yes

BINARY

No

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ImpactRadius.com Customer Journey examplehttps://www.impactradius.com/blog/customer-journey-matters-affiliate-marketers/

Facebook’s active cohortWhat drives growth?• Complete 50% of profile;• Add 7 friends.• Post on a wall.

ResultFocused members on adding andDiscovering friends.

Source: https://amplitude.com/resources/Amplitude-casestudy-Calm.pdf

Calm App:Amplitude.com Case Study

3X New User Retention

Active Cohort: Scheduling

Case Study 1: Inbound Marketing

• Social, • Search and • Messaging

Desired Outcome: Demo Requests

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Converting CohortsSocial growth hacking

•In HR Social,•Twitter is a Cohort.•Recruiting and Rewards are also Cohorts – specific people with a specific focus within Twitter.

Employer Branding

ConnectorsHR in

Company HR SocialVideo

Influencers, Connections, and HR within company are special Cohorts, based on activity and engagement.

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persona dev•Who? Focusing on Directors and Managers, as well as executives;

HR - Talent Acquisition and Recruiting Directors and Managers

Industry? Based on volume (and feedback) including: Financial Services

Healthcare

Twitter: one of the best places to connect with HR; retargeting pixels should be used here as well. Twitter is a strong messaging system within the HR Industry.

LinkedIn: People spend less time here, yet the value of the people is what makes it essential for lead generation, and turning a social connection into a business connection in conjunction with Twitter.

Facebook and Instagram; remarketing to people who visit your web site (and specific pages) is smart; Facebook Ads can work for content, then remarketing those who visit with an opt in or CTA (1000 minimum needed for Facebook).

Email: creating specific lists based on activity – inactive, open/clicks/ requests for demos and purchases – and integrating marketing automations is key. These sequences, especially for those who do not engage at first, are essential because the value of a

contact decreases exponentially after 30 days, and after 90 days it’s like they’ve never heard of you.

Partners: top Twitter accounts, Facebook pages, and email lists often do quiet sponsorships; in HR, you also have sales people in front of your customers at HRIS companies, consultants, and agencies who are possible Partners. Partners can bring initial

sales at a higher commission, and generally become about 20% of sales when working right.

Content – what to create and what to share?

Content Marketing – Active Cohort is Twitter

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Find signs of activity and amplify

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4 types of customers 1. Raw Leads, Paid, Inbound, and Social media marketing,

2. Qualified Leads, reviewed and followed up for phone calls from Sales.

3.Actual Phone or in Person Meeting, and

4.Sales

Case Study 2: Social Only Businesses

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cohorts - which channels? Facebook and Instagram; remarketing to people who visit

your web site (and specific pages) is smart.

Email: creating specific lists based on activity and integrating marketing automations is key.

Partners: top Twitter accounts, Pinterest pages, and email lists often do quiet sponsorships who are possible Partners.

Case Study 3: Turning Shopping into Giving

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Back to School2nd Biggest Shopping Season Online

Polo PonyGift Exchange?

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44

Know the when, where,and why of your audience.

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Case Study 4: Video and Events

Control a social market by partnering.

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initial kpis - key numbers

Conversion to Social Lead; raw leads from initial contact on social.

Conversion rate - Social Leads to Qualified Leads by Social Channel

Cost Per Qualified Leads – before the call

Cost Per Phone or in Person Meeting – do they show up?

Conversion Journey; how long does it take to close?

Advertising Costs: CPC for retargeting ads with a 6-12 window for conversion.

Become the Growth Generator for your audience.

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