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THE ART AND SCIENCE OF FINDING CUSTOMERS FOR YOUR STARTUPOR ANY BUSINESS

Growth Hacking 2.0

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Page 1: Growth Hacking 2.0

THE ART AND SCIENCEOF FINDING CUSTOMERS FOR YOUR STARTUP… OR ANY BUSINESS

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CHRIS FRANKSFounder and CEO of MadSmarts

Twitter - @cefranks / @MadSmarts

http://madsmarts.com

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MAD SMARTS IS A DIGITAL MARKETING AGENCY THAT ASSISTS A SELECT NUMBER OF CLIENTS USING GROWTH HACKING 2.0 TECHNIQUES.

WEB DESIGN AND OPTIMIZATIONPAID ADVERTISING FUNNEL DESIGN AND

ANALYSIS

CONTENT / SEARCH COMMUNITY SOCIAL

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INTROPART 1

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R&D

MARK

ETIN

G

SALE

S

SUPP

ORT PRODUCT

BUSINESS SILOSTHIS IS HOW WE’VE DONE BUSINESS SINCE…FOREVER

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ENTERPRISESTARTUPS

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FOR DECADES BUYING BEHAVIOR HAS

BEEN PREDICTABLE

AWARENESS

OPINION

CONSIDERATION

PREFERENCE

PURCHASE

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FOR DECADES BUYING BEHAVIOR HAS

BEEN PREDICTABLEBRANDING ADVERTISING SALESMARKETING

AWARENESS

OPINION

CONSIDERATION

PREFERENCE

PURCHASE

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BUYING BEHAVIOR

UNPREDICTABLE

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B2BIf You Are Selling in to the Business to Business Consider This

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80%A Buying Decision is Made Before Talking To a Human Being.*

*Statistic is not sourced. It’s just something I heard some place and is likely bullshit.

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77 percent use Google search

84.3 percent check business websites

34 percent visit 3rd party websites

41 percent read user reviews

94 PERCENT OF BUSINESS BUYERS DO SOME FORM OF ONLINE RESEARCH

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73% of business executives said consumer behavior has changed drastically in the last three years.

74% said they do not fully understand the consumer changes under way.

80% said they believe that their companies are not taking full advantage of the opportunities these changes present.

CONSUMER BUYING BEHAVIOR HAS CHANGED DRAMATICALLY

Energizing Global Growth: Understanding the Changing Consumer

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CONSUMERIf You Are Selling in to the Business to Consumer Consider This

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The average number of information sources used by shoppers more than doubled from 2010 to 2013.

CONSUMER BUYING BEHAVIOR HAS CHANGED DRAMATICALLY

www.google.com/insights/

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http://www.internetlivestats.com/

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http://www.internetlivestats.com/

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WELCOME TO DAY 1 OF THE NEW WAY CUSTOMERS BUY

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GROWTH HACKER

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GROWTH HACKING

2.0

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DATAAPPLYING A STRUCTURED DATA CENTERED APPROACH TO ALL PARTS OF THE CUSTOMER ACQUISITION PROCESS

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THE NEW LAWS

PART 2

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NOW THIS IS THE LAW OF THE JUNGLE — AS OLD AND AS TRUE AS THE SKY; AND THE WOLF THAT SHALL KEEP IT MAY PROSPER, BUT THE WOLF THAT SHALL BREAK IT MUST DIE

Rudyard Kipling

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YOU’RE WRONG

#1

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FAIL FAST

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THINK#2

SMALL

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IF YOU CAN’T MEASURE IT;

IT DIDN'T HAPPEN

#3

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ALL MARKETING IS CONTENT MARKETING

#4

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ALL SALES IS CONTENT

SALES

#4A

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THE MOMENT YOU FIGURE IT OUT

#5

IT CHANGES

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Growth is a process

not a destination

enjoy the journey

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TOOLS

PART 3

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THE FUNNEL

#1

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PERSONA#2

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PERSONACREATES AN AMALGAMATION OF CHARACTERISTICS OF A TYPICAL CUSTOMER FOR YOUR PRODUCT OUR SERVICE

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HOLY TRINITY#3

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HOLY TRINITYSOCIAL ADS GIVE YOU THE GREATEST POWER FOR HYPER-TARGETING YOUR AUDIENCE

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HOLY TRINITYPROGRAMATIC ADS GIVE YOU THE POWER TO MATCH A MESSAGE TO A TOPICAL INTEREST

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HOLY TRINITYPPC GIVES YOU THE POWER TO SPEAK TO A PERSON AT THEIR MOMENT OF HIGHEST INTENT

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ANALYTICS#4

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SMALL

#5

TESTS

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A B

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TESTSA / B

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A B

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TESTS

MULTI- VARIANT

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A1 B1

A2 B2

Buy Now

A 1 Buy Now

B 1

LEARN MORE

B 2LEARN MORE

A 2

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PART 4

USING GROWTH HACKING 2.0 TO VALIDATE STARTUP

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IDEA

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WHEN DO YOU START VALIDATING YOUR IDEA?

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NOW

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http://www.internetlivestats.com/

NOW

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SOLVE THIS PROBLEMFIRST

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PERSONA

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WHAT’S THEIR NAME? WHERE DO THEY LIVE? WHAT IS THEIR FAMILY SITUATION? WHAT KIND OF CAR DO THEY DRIVE? DO THEY HAVE PETS? WHAT’S THEIR JOB TITLE? WHAT DO THEY LIKE ABOUT THEIR JOB? WHAT DO THEY HATE ABOUT THEIR JOB? HOW MUCH MONEY DO THEY MAKE? WHAT IS THEIR FAVORITE TV SHOW? WHAT IS THE LAST MOVIE THEY WENT TO SEE? WHERE DO THEY SPEND TIME ONLINE? WHAT IS THEIR GUILTY PLEASURE WEBSITE? WHERE DO THEY GO ON VACATION? IF THEY HAD AN EXTRA $1000 WHAT WOULD THEY DO? WHAT FRUSTRATES THEM?

PERSONA

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DRIVERSYOUR PRODUCT / SERVICE

DRIVERS ARE WHAT CONNECTS YOUR PERSONA TO YOUR PRODUCT OUR SERVICE.

DRIVERS CAN BE EMOTIONAL, LOGICAL OR INTUITIVE

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DRIVERS/

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‣ DEFINE YOUR QUESTION

‣ CREATE A HYPOTHESIS

‣ DESIGN YOUR TEST

‣ CREATE LIMITS (TIME)

‣ EXECUTE TEST

‣ REVIEW RESULTS

‣ REPEAT

BUILD A TEST

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BUT WHAT TEST?

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ART

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A CASE STUDY

PART 5

STRATEGIES FOR A STARTUP

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UNDERPANTS

GNOMES

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BOBCOMFORTSTYLE

UnderpantsOnsale.com

BUY BUY BUY

$ORG

SOCIAL

PPC

PROGRAMATIC

ORG SOCIAL

SEARCH

CONTENT

A WORLD OF POSSIBILITIES EXIST TO DELIVER TRAFFIC TO YOUR SITE. CHOOSE THE ONE THAT MATCHES BEST WITH YOUR PERSONA.

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BOB

UnderpantsOnsale.com

BUY BUY BUY

STYLE

WE BELIEVE THAT THE EASIEST CHANNEL TO COMMUNICATE WIT BOB IS THROUGH FACEBOOK PAID ADS.

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BOB

UnderpantsOnsale.com

BUY BUY BUY

STYLE

A B

USE A/B TESTING TO TEST YOUR ASSUMPTIONS AND OPTIMIZE THE PERFORMANCE OF YOUR AD.

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BOB

UnderpantsOnsale.com

BUY BUY BUY

STYLE

A B

UnderpantsOnsale.com

BUY

LANDING PAGE FOCUSED ON THE

“STYLE” DRIVER

LANDING PAGES ARE SIMPLY SIMPLIFIED VERSIONS OF YOUR WEBSITE THAT TAKES A SINGLE PERSONA DIRECTLY TO THE CONTENT THAT THEY CARE ABOUT MOST.

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BOB

UnderpantsOnsale.com

BUY BUY BUY

STYLE

A B

UnderpantsOnsale.com

BUY

BUY

A B

USE A/B TESTING WITH MULTIPLE VERSIONS OF YOUR LANDING PAGE TO OPTIMIZE YOUR LANDING PAGE PERFORMANCE.

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CASE STUDY 2

PART 6

STRATEGIES FOR AN EXISTING COMPANY

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SOLVE THIS PROBLEMFIRST

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SOLVE THIS PROBLEMFIRST

TH

IS IS

PRE

TTY

IM

PORT

ANT T

OO

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DEMAND CREATION

DEMAND FULFILLMENT

PRODUCT / SERVICE

GOOD COMPANIES

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DEMAND CREATION

DEMAND FULFILLMENT

PRODUCT / SERVICE DELIVERY

GREAT COMPANIES

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YOUR WEBSITE

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FACEBOOK

TWITTER

PPC

SEO

BLOG CONTACT FORM

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CONVERSION RATIOSHOW MANY PEOPLE VISIT YOUR SITE IN A DAY (OR A WEEK)?

HOW MANY PEOPLE FILL OUT THE CONTACT FORM?

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CONVERSION RATIOS

HOW MANY PEOPLE VISIT YOUR SITE IN A DAY (OR A WEEK)?

HOW MANY PEOPLE FILL OUT THE CONTACT FORM?

= %

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VOODOOPART 7

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HACKING THE GROWTH HACKER

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LISA- ‣ 32 YEARS OLD ‣ LIVES IN STAPLETON ‣ WITH HER HUSBAND AND 2 DOGS BOTH GOLDEN

RETRIEVERS. ‣ NO KIDS. ‣ DRIVES A MINI COOPER. ‣ RECENTLY STARTED HER FIRST BUSINESS

SELLING BOUTIQUE FACIAL PRODUCTS ONLINE AND IN FARMERS MARKETS.

‣ INTERESTED IN LEARNING MORE ABOUT BUILDING COMMUNITY THROUGH ORGANIC SOCIAL.

DRIVERS- ‣ NERVOUS ABOUT THE IMPENDING LEAP FROM

DAY JOB TO PASSION JOB. ‣ COMPETITIVE ‣ WANTS TO FEEL CONNECTED TO HER CUSTOMERS

NEW PERSONA FOR MADSMARTS

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