The Marketers Guide to Growth Spurts.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanaganhubspot.com
Why should
marketers care about
growth hacking?
Growth hacking
is a mindset
more than a
toolset.
@danmartell
For marketers focused on
growth, both the opportunities
and challenges have never
been greater.
It’s a lot like money
Making your first million is the hardest
(so I hear)
Once you’ve an
established audience
it’s a lot easier to
make new things
successful.
#5 iTunes Podcast - Business
So, let’s talk about GROWTH
Marketers Guide to Growth Spurts
Goals &
Target
Insights Experiment Promote
Like Hell
As a marketer, your goalshould always begin with a question.
Who is your dream customer?
And what problem does your service or product solve?
Slack is one of the fastest growing B2B companies of all time.
With a goal of solving informationoverload in the office.
Most knowledge workers lose
28% of their day or 2.1 hours
to constant interruptions
Slack’s customers don’t know a solution exists.
Our job is to
understand what
people think they
want and translate
the value of Slack
into their terms
@Stewart, Co Founder of
Slack
Uber is valued at $41 billion, and is still a privately owned company.
Their goal was to simply transform the
experience of getting a taxi.
They started by giving free taxi rides at tech conferences in San Francisco.
The experience was so good that word
spread.
In HubSpot our goal is to help businesses grow.
We’re obsessed with solving the goals & challenges of our customers.
It has helped us to grow pretty quickly as well.
Over 15,000
customers and
counting!
Growth spurts happen
when you understand the
goal of your product or
service and educate your
ideal customer on how it
solves their problems .
@Searchbrat
Growth hackers focus on clear targets
“We set our goal for
the year to getting
3,333 customers for
our new course” –Noah Kagan
Small marketing teams usually try to focus on too many targets at once.
Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQL to Customer %
When HubSpot launches in a new
country our initial focus is traffic &
subscribers.
It helps us focus on the right targets as we
scale.
Big marketing teams usually spend too much time on “best practice” and “strategy”.
Get Visitors
Get Leads
Get SQLs
Customers
Visit to Lead %
Lead to SQL %
SQLto Customer %
Growth spurts need
constant execution
against measurable
targets.
@Searchbrat
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
Here is a dirty little secret …
… not everything a marketer does will work.
And sometimes what works surprises
us
But we can stack the cards in our favour by validating ideas before they ever go live.
Subbuteo first promoted their game in Boys Own Paper in 1946.
The game didn’t exist, but they still got
2,000 orders.
Today, it has never been so easy for marketers to validate their ideas.
Get a list of your competitors with SEMRush.
Find what’s already been successful with their
audience.
Find what’s already been successful with their
audience.
Setup content alerts for competitors.
Setup content alerts for competitors.
Setup content alerts for competitors.
It’s harder to attract a link than a social share.
It’s harder to attract a link than a social share.
You can do this for a particular domain.
Have people left feedback on how
that content can be improved?
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
It means they’ve f**ked up a lot.
Experiment with headlines.
“On the average, five times
as many people read the
headline as read the body
copy. When you have
written your headline, you
have spent eighty cents out
of your dollar.” – David
Ogilvy
We can see what’s working for competitors.
Leverage the Curiosity Gap.
Too vague, and I don’t want to click:
Mitt Romney Says Something Bad, Again
Too specific, and I don’t want to click.
Mitt Romney Says, “I Want The Middle Class To Be Tied To
The Roof Of My Car.”
Ergo …
You Will Not Believe What Mitt Wants To Do To You.
From: Upworthy Slideshare
Create variations of your headlines for
both the blog and different social
networks.
Test on social media before your main “push”.
Make your content more shareable.
Make your content more shareable.
There is a 19% increase in
retweets when you include
a quote.
Make your content more shareable.
There is a 17% increase in
retweets when you include
a stat.
The Pop Up is back
The YES or NO Persuasion Technique.
The YES or NO Persuasion Technique.
The Content Upgrade from Brian Dean.
Try Longer-Form Content
SERPIQ study found the average content
length for a web page that ranks in top
10 is 2000 words.
From looking at our own
blog posts we’ve found
longer posts have a
positive impact on traffic.
And the number of social
shares they receive.
And the number of links
they receive.
The Mini Case Study
“Digging deep into data by
scraping, cleansing and
structuring it, filtering by
mining for specific
information, visualizing and
making a story.”
Take a topic that performs well, add real data &
actionable takeaways
Create 10X versions of content that has already
been successful.
Create awesome tools for your audience.
Marketers Guide to Growth Spurts
Goal &
Target
Insights Experiment Promote
Like Hell
Here comes the quick-fire round.
Use Snip.ly to steal borrow other
peoples content for your own gain
Find trending content in your industry
Share it and send traffic back to your
site
Or even better, start a FIRE.
Create a social calendar based on
when your social followers are most
active.
Followerwonk can find the times your
Twitter followers are most active.
Use Facebook insights to find days and
times your fans are most active.
Schedule your social updates when your followers are most active.
Using the correct dimensions for images will help increase engagement on your updates.
Tweets with visuals have 5x
more engagement when
compared to text-based tweets
Promote your content to an existing
fanbase
Who has already shared
content like this?
Who has linked to content like this?
What sites already have an audience for this topic?
Finding email addresses has never been so
easy
Is your content newsworthy?
Build a list of journalists interested in your
topic.
Now go forth and GROW!
Goal &
Target
Insights Experiment Promote
Like Hell
Get in Contact.
Twitter: @searchbrat
LinkedIn:
linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran
Flanagan: