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Is growth that important?
Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)
Thanks to our hosts: Wayra, NDRC, Rainmaking Loft, Rockstart, Hub:raum, Werk1, Sektor5, Design Terminal, and Beta-i. Also, thanks to our partners, including GrowthTribe, Growth Hack Spain, Faber Ventures, Thousand Seeds, Startup Amsterdam, Hackers/Founders London, Lean Startup Circle Madrid, Growth Hacking Belgium, Berlin Lean Startup, Lean Startup
Circle London, The Happy Startup School, IE Business School, comSysto, Lean Startup Meetup Munich, Bullet, and StartupShip.
ADD origins of Growth Hacking slide
The origins of growth hacking with Patrick Vlaskovits, Sean Ellis, and Hiten Shah.
How penicillin, which is credited with saving over 100,000,000 lives, didn’t immediately go “viral” so what hope is there for your product?
The Handicap of Selling Innovation
Innovation does a violence that creates disconnect.
Without context = ‘What is this? Why do I need it?’Projection = ‘Are you saying I’m stupid?’
Risk = ‘What if it doesn’t work?’
Evolution from Medium to Channel
0) The Hyped Next Big Thing1) The Wild Wild West2) The Hockey Stick
3) Tragedy of the Commons4) Governance & Civilization
Growth Hacking vs Marketing
The Medium is the MessageLinear
ExpensivePredictable
Exponential“Cheap”
Explosive
The Medium is The Message
The medium resolves and rewards.
Without context = ‘What is this? Why do I need it?’Projection = ‘Are you saying I’m stupid?’
Risk = ‘What if it doesn’t work?’
MESSAGE:
TupperwarePayPalYour product?TeslaZyngaPebbleApple products
MEDIUM:
Home partiesEbayYour channel?Luxury storesFacebookCrowdfundingApple retail stores
MESSAGE:
??AI????
MEDIUM:
VR & ARBitcoin?3D PrintingInternet of Things & WearablesDriverless carsDrones
Growth Hacking Perks: Amazon Web Services, Stripe, GrowthHacker.TV, CrazyEgg, BuzzSumo, Intercom, FreshBooks, UserVoice, Wistia, CodeShip, Vero, GeckoBoard, Mention,
Balsamiq, ConvertKit, Iubenda, Bidsketch, Drip, Boomerang, StickerMule, Sniply, The Entrepreneur’s Guide to Customer Development, Traction, Become a Technical Marketer, and
DistilledU.
Zero to Hero
100s of signups per month -> 100s of signups per day
Innovative Products -> Innovative Marketing
Robert Cialdini's Six Principles of Influence
1. Reciprocity
2. Commitment & Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity
Robert Cialdini's Six Principles of Influence
1. Reciprocity: Free weekly tips => returning the favor.
2. Commitment & Consistency: Surveying people on what they want and delivering exactly that.
3. Social Proof: People like seeing others like them doing what they are doing.
4. Authority: People following the proven leader.
5. Liking: Getting people to like you by over-delivering & providing them value.
6. Scarcity: Limited-time only on pricing and products.
Layering Psychology Triggers1. SurveyReciprocity + Commitment
2. Pre-LaunchReciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity
3. LaunchReciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity
4. End LaunchScarcity (no more discount + no more bonuses)
Before:2 sales from 16,668 visitors = 0.012%
$32After:
978 sales from 10,881 visitors = 8.988%
$15,378
Full Stack Marketing1. AcquisitionSEO
2. ActivationPsychology + CRO
3. RetentionEmail Marketing + Storytelling + Content Marketing
4. ReferralPsychology + Email Marketing + Storytelling
5. RevenueCRO + Analytics
Recap1. Structure: Survey, Pre-launch, Launch, Post-Launch
2. Layer Triggers: Reciprocity, Commitment & Consistency, Social Proof, Authority, Liking, Scarcity
3. Test, Track, and Automate
Tools & TakeawaysSurvey: Google FormsPop-up Tool: Qualaroo
Payment: Gumroad API: Zapier
Email Automation: MailchimpAnalytics: GA & Google Docs
Email Pitch Template
● Be specific in your ask.● WIIFM: What’s In It For Me?● Provide context for others.● Remind: Shared audience.● Reduce risk and winners win.
Email Pitch Recap
● Be specific in your ask.● WIIFM: What’s In It For Me?● Provide context for others.● Remind: Shared audience.● Reduce risk and winners win.
Google Analytics + GWT + Keyword Planner
Title, Header, URL, Content, Alt-text, Internal Linking, Meta Description
Recap & Next Steps:
0. Fundamentals: Start with what you control, including CTAs.
1. Google Webmaster Tools: Find queries you rank for.
2. Google Keyword Planner: Research search volume.
3. Google Analytics: Find organic landing pages that convert.
4. Onsite SEO: Optimize each page for a specific keyword targeting title, header, content, alt-text, URL & internal linking.
BuzzSumo: Set yourself up for success. What types of posts are people sharing and who are the influencers.
Recap & Next Steps● Scaleable SEO● Public data that is not online● Hooks: Man Bites Dog● Set yourself up for success● Data-driven content● Creative “blog” posts
Tools & TakeawaysSEO & Content: BuzzSumo, SEMrush
Data Sources: Github Archive, BuiltWith, NerdyData
Webscrapers: Import.io, Kimono, Mozenda
Recap & Next Steps● Google Grants● Event-based Twitter Ads● New Ad Platforms ⇐ Reach out to their team● Research competitor & name brand ads● Custom “partner ads”● Dynamic Keyword Insertion● Retargeting