Growth Hacking 101 Pro

The science of making companies

Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com

Part 1:Definition of Growth Hacking

What is Growth Hacking?Growth Hacking is a new term created by

Sean Ellis.Growth Hacking is the science of achieving

incredible growth with non traditional strategies.

Growth Hacking is also the science that helps you decide how to move users from one state to the next one consistently.

How can GH make a company grow?Growth Hacking can make a company growth

as a result of a sum of hundreds of actions that will bring incredible and impactful growth.

Growth Hacking can make a company growth, both virally because of one action or the sum of hundreds of actions.

Effective Growth Hacking is the result of a lot of hard work. There is no shortcut.

Growth Hacking only looks easy once you’ve found out the things that work for your product.

Which resources you need to start GH?Growth Hacking is a term now relegated for

startups, because:a. They need a fast growth andb. They lack resources

Growth Hacking can work without resources, and also with them.

Who is Growth Hacking for?Businesses looking for an alternative and

impactful solution for their growth.Startups.Established companies looking to grow their

business.

What is a Growth Hacker?“A Growth Hacker is a person whose true

north is growth” – Sean EllisA Growth Hacker is a business developer

obsessed with GROWTH.

What is the mission of a Growth Hacker?GROWTH!Their power comes from their focus and

obsession in GROWTH.They help early stages startups grow.

Who is the PERFECT Growth Hacker?He or she:

• Is obsessed with Growth• Understands how people flow online• Is clever, ingenious, original, creative, inventive,

curious, fearless and perseverant.• Is obsessed with Analytics• Know a little bit about psychology and viral loops• Understands very well technology• Pushes the boundaries to their limits for growth• Understands products can spread themselves• Is a Marathoner

To be a Growth Hacker you don’t need to:Be an engineer or a coder: there are amazing

tools these days to substitute the coder of a team

Have a degree on Marketing: You need to be creative and find many ideas for growth.

Growth Hackers and AnalyticsGrowth hackers are extremely ANALYTICAL:

• They love, depend and understand analytics. • Analytics are essential for a Growth Hacker. Why:

The only thing that counts are results, and results are backed up by Analytics.

Without analytics a growth hacker cannot prove his changes are working (or not!).

Analytics can help them prioritize their to-do list. They keep the Growth Hacker focus.

Analytics make success repeatable (and stop what isn’t working)

Analytics can predict the future basing results in yesterday’s results.

Which tools a Growth Hacker uses?A Growth Hacker uses whatever tools at their

disposal to increase Grow and to measure it.• These are some of those tools:

• To increase growth• Mail: Mailchimp• Social Sharing: Hootsuite• A/B Testing: LandPages

• To measure it:• Google Analytics

Part 2:The Growth Hacking Process

A-.Checklist before you start GH1. Who are your customers?2. Where are they?3. What are your goals?4. Can you track your goals?5. What are your strengths?6. Execution7. Optimization and Repetition

1. Who are your customers?AgeGenderProfessionIncomeTrainingHobbies

2.How do you reach them?Existing customers:

• Where do they come from now to your website?New customers:

• Where do they hang around? Which websites, blogs, they read, comment or visit?

Knowing who your customers are, it is easier to find where they hang out.

3. Define your goalsYour Goals have to be NARROW. Break them

down. They have to become individual tasks.Do not have broad goals because:

You will not be effectiveYou will get lostThe results will be meaningless

Your Goals have to be actionable

4. Implement AnalyticsDo you have a system to properly track your

Analytics?You need to TRACK if you have achieve your

goals (or if you haven’t)Apart from Google Analytics you need to use

other analytic software to track down other results.

5. Leverage your StrengthsWhat do you have at your disposal that:

• Requires little effort• Can produce a big impact?

Then you have found gold!

6. Execute your experimentMake sure you have a control group to compare

the results.Before you do it, WRITE DOWN your hypotheses

because:They are a reflection of your assumptionsThey keep you honest

Be realistic about the time and the resources is going to take

Do not despair if it fails.Learn from the experiment’s failure or successDon’t give up!

7. Optimize and Repeat the ExperimentTransform itRepeat it

*again, make sure you have a control group

B. The Growth Hacking FunnelThese are the phases of the Growth Hacking

Funnel:

1. Acquisition2. Activation3. Retention4. Referral 5. Revenue

1-. Acquisition: DefinitionIn this phase you want to ACQUIRE potential

customers to your productYour goal is to get VISITORS!How?

• Marketing, SEO, social media, word of mouth, …

Example:• You visit a page because your friend shared it

in facebook

1-. Acquisition: ToolsOptimize SEO – Slide 45Blog – Slide 46Guest Blog – Slide 47Content Sharing – Slide 48Landing Pages – Slide 49A/B testing – Slide 50Integrations and APIs – Slide 51Social Media Campaigns – Slide 52Get Viral – Slide 53Influencers – Slide 54Member gets Member – Slide 55Partnerships – Slide 56

1-. Acquisition: MeasureNumber of visits to your website through

Google AnalyticsKissMetricsMixPanelHubSpotOptimizelyMarketoSumoMe

2-. ActivationA visitor gets activated when they come to

your website and engage with you. How?They create an accountThey join the newsletterThey download a reportThey access to competitions

2-. Activation toolsEmail with:

UpdatesTips and tricksPromotions

Free ebooksEntering competitionsSoftware:

Mailchimp: first 2.000 subscribes freeHubstop: Paying service. Creates fast landing pages

with prebuilt social media, mailing campaigns and great tracking

A/B testingUnbounce

2-. Activation MeasureIn your website with:

New emails from users

3-. RetentionRetention happens when users come back to

your websiteYou get them to stay active.

3-. Retention ToolsEmails with:

Related topicsTips and tricksDealsNotifications on others activities

Related posts at the end of each articleA/B Testing

3-. Retention MeasureIn mailing campaigns:

Click through rateEmail openings

In your website with:Repeated visitors

4-. ReferralActive users refer others to your website

4-. Referral ToolsFor your wordpress blog:

SumoMe for sharing articlesOther platforms:

HootsuiteA/B testing

4-. Referral MeasureGoogle AnalyticsAny other Analytics software, for example:

Kissmetrics

5-. RevenueRevenue happens when you monetize your

active users

5-. Revenue ToolsA/B Testing

5-. Revenue ChannelsThere are many tools you can use to get

revenue from your website. You can:Sell your own productSell other people’s product through affiliatesInsert publicity

Private entities Adsense, for example

5-. Revenue MeasureYour own product

You must have a registry of what is being soldOthers products:

They must have a registry of your salesThey must also have the terms and conditions.

For example, it is important to know the days they are retaining your cookies

Other channels:Adsense pays you per clickPrivate advertisers may pay you with a fix fee,

a pay per click or a pay per impression.

Growth Hacking Software Tools for

Landing PagesUnbounceOptimizelyVisual Website Optimizer

MetricsMixpanelKissMetricsHeap AnalyticsFlurryGoogle analyticsTrak.ioMozLocalyticsKeen IOKontagent

Email OptimizationIntercom.ioVeroMandrilSent with usUser foxCustomer.ioKlaviyo

User AnalyticsFox MetricsWoopra

Customer ExperienceTestFlightClicktaleSumoMe HeatmapsCrazy Egg

Acquisition Tool 1: Optimize SEO• Use it and optimize your website in order to receive

organic visitorsToosl for SEO• If you have a Wordpress site the best plugin for SEO I

have found is “SEO by Yoast”.• Also I use “Google Adwords” and “Market Samurai”

to find terms that have high search volumes before I post a new article.

• Download plugin to get Rich Snippets. To add information about you in the post.

• By the way, also improve your loading time by downloading W3 Total Cache, a plugin for wordpress.

Acquisition Tool 2: BLOGCreate awesome and super helpful content

for your visitorsFind out what they are interested in and

write helpful stuff about it.Create images, videos, infografics for itAdd social media widgets. I love SumoMe by

Appsumo.You can automate idea generation using

google trends on topics to cover.

Acquisition Tool 3: Guest Blog• Reach out to other blogs on your sector.• Most of the bloggers are always looking for

content.• These are the main advantages:

It gives you targeted exposure It gives you qualified traffic It builds your credibility It’s a great networking channel It opens other’s social networks when they share your

post It opens business opportunities It gets you more guest post offers

• Blog in Quora please. It is a great place to blog!Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com

Acquisition Tool 4: Share your contentGet your content out there!Find relevant topics online and self promoteBe useful to the community, not spammy.Automate. How? These are the tools I use:

• Hootsuite: Master Hootsuite. It is the best tool7

• In you blog: Install SumoMe Install Next Scripts, an awesome autoposting plugin

Acquisition Tool 5: Landing PagesIf you are trying a new idea/experiment, in

order to see the respond, try landing pages.I use www.launchrock.co. It is easy and it

does the job

Acquisition Tool 6: Landing PagesIf you are trying a new idea/experiment, in

order to see the respond, try landing pages.Get their email address!Completing the process is the only way to

leave the landing page (upssss, like Groupon)Groupon customizes the image on their

landing page depending on your search term.I use www.launchrock.co. It is free, easy and

it does the job.

Acquisition Tool 7: Integrations and APIsYou want to get 1% of the big companies clients.

Thats works! Get there.Integration in numbers of users:

Dropbox: 50m+ users; Shopify - 80.000+ shops signed up; Salesforce - 100.000+ users; Mailchimp - 2m+; Evernote - 30m+

Integrations have to make your product BETTERSalesForce is a very powerful integration because:

the average Salesforce client pays a lot of money. This is a QUALITY integration. Their changes to pay money for your products is very

high. You can also ask your customers which products the

use so you can integrate with those products.Make other large markets to work with your website

is super beneficial for users (AirBnB created a feature to “post to craiglist” to get traction)

Acquisition Tool 8: Social Media CampaignsLeverage vanity and curiosity by teasing

usersUser A: give him something cool and

encourage him to shareUser B: Gets curious and click, then also learn

about your company

Acquisition Tool 9: Get ViralBe creative. Find the way to do it.Example:

• Jon Yongfook created a video game where at the middle point to keep on playing you had to invite another person to play. Worked great! 10k+ users in 2 days!

Acquisition Tool 11: InfluencersGet influencers to talk about your product.How?:

• Offer it to them for free so they can try it and talk about it

• Give them a monetary compensation

Acquisition Tool 12: Member get MemberMember get Member technique. How?Refer a friend and get:

a discount free shippinga monetary coupon.

Acquisition Tool 13: PartnershipsPartnerships are very valuableTypes of compensation:

Revenue-Share: Easily set up an Affiliate program

Up-front payment or revenue guarantee: sometimes needed

In exchange for their service you can offer them a product or data for free

Thanks!

Laura Moreno CabanillasGrowth Hacker

15+ years of experience in growthwww.confessionsofanentrepreneure.com

www.linkedin.com/in/lauramorenocabanillas/

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