Growth Hacking - Creative Ways for Business Success

Growth hacking – creative ways for business success

Luke Szkudlarek, Partner at what.digital26th April 2016Confidential

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Agenda

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- Intro

- Digital Marketing vs. Growth Hacking

- Growth hacking cases

- Q&A

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what.digital Team - Digital Strategy Lead

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- 10+ years of experience in online marketing, development, digital strategy & digital project management

- Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Hotel Chocolat, Chopard and recently Victorinox

- From 2015 Partner at what.digital, growth strategies for startups & established brands

- M.S. in Business Computing, Poznan University of Economics

- More about Luke on LinkedIn - linkd.in/LukeSzLuke SzkudlarekDigital Strategy Lead

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About what.digital

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- We help brands grow online - typically measured with revenue, traffic or engagement

- Led by digital professionals with world-class experience

- Company founded in 2015

- Based in Zurich, UK & PolandFind out more at

www.what.digital

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Our Services

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Web Design & Development

Digital Strategy Coaching

Acquisition, Activation & Retention

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Growth Hacking Definition

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- Growth hacking degree doesn’t exist

- 80% of growth hacking is best practice, 20% subversiveness

- Speed matters

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Growth Hacking Requirements

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- Influence product design/roadmap

- Learn fundamentals of digital marketing

- Learn basics of code, avoid “I’m not technical.”

Create your own growth hacks!

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Growth Hacking vs. Digital Marketing

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Growth hacker Digital marketeer

Rapid prototyping & testing Brand & Positioning

Break conventions Done “by the book”

No plan Media planning

Action focused ‘Business case’ thinking

Platform/audience led Channel thinking

Sources of Growth Hacks

- Digital Marketing Channels

- Data driven insights

- Platform integrations/APIs

- UX Design / Testing

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Case Study: Hijacking an existing audience (1)

- Where does your audience hang out?

- Target the largest sites

- Use data driven insights

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Case Study: Hijacking an existing audience (2)

AirBnB and Craigslist integration

Source: Luke Bornheimer

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Case Study: Building an Email List (1)

- New company

- Well connected individuals

- Lead generation mostly through networking

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Case Study: Building an Email List (2)

- Avoid temptation of mass-email

- Consent?

- Segment your audience

- Create an email campaign, add value!

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Case Study: FREE Paid Advertising

- Online advertising is getting expensive

- Cost Per Clicks on search engines are rising

- Display or paid ads mostly labeled as not working, not relevant etc. by startups

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Case Study: YouTube - Summary

- 94% users skip after the 5 second mark

- Take advantage of hybrid targeting

- FREE if users skip, i.e.

- Pay only for interactions

- OR views (30 sec or whole video)

- Cost Per View of 0.05-0.07 CHF

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YouTube - Instream Ads

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Recycle your audience - Video Remarketing

Case Study: Twitter Automation / Credibility

- New company

- Busy chasing new prospects

- Need to show expertise - “eat our own dog food”

Case Study: Top Google Searches

Followers Magnet on Twitter (1)

Case Study: Twitter Growth Hack - Results

- Automated interaction (5 min / day of manual work)

- Steady growth of quality followers

- Authentic content, but still automated

Twitter Followers

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what.next

- Connect on LinkedIn: http://linkd.in/LukeSz

- Zurich Growth Hacking meetup - http://www.meetup.com/Zurich-Growth-Hacking-Meetup/

- Follow @whatdotdigital

- Growth Hacking Fundamentals course (from 10th May)

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Thank You

what. makes your customers tick

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what.digitalSihlquai 1318005 ZurichSwitzerland

+41 79 777 1534info@what.digitalwww.what.digital