Growth Hacking

transcript

Digital Marketing WebinarGrowth Hacking

Oct 14, 2014 | Bhaskar Thakur (Entrepreneur, Growth Hacker, Digital Evangelist)

www.digitalvidya.com www.digitalvidya.com

Growth “Hacking”

Orientation2014 October 14

Agenda

• Introduction• Growth Hacking Hall of Fame & Definition• A2R2 Growth Framework– GH Tricks you could try

• Introduction to the GH Coaching Program– Growth Hacking Self Assessment Framework

• QnA

Growth Hacking

Hall of Fame

Recognize this company?

HoTMaiL

• 1996 – JavasofHoardings and Radio Ads

• Timothy Draper ‘PS: Get your free e-mail at Hotmail’ 3000 users/ day 1 million in 6 months

• 2 Million in 8 Months• 12 million in 18 Months

This company?

Airbnb- CraigsList

Not only for Consumer/Startups

• User Expectation• Business Models • Competition

Yammer

• Try before you buy• Corporate email id

Growth Hacking

Sean Ellis 2010 http://www.startup-marketing.com/where-are-all-the-growth-hackers/

“True North is Growth”

Growth Hacker

New VP of Marketing!

Skills for Growth Hacking

Marketing

EngineeringAnalytics

My Approach

Growth = More Customers, Faster

Hacking = Burning Less, Unexplored, Disruption

Growth Hacking Framework

Attract => Activate=> Retain=>Reap

Customer LifecycleWhat’s New

Sign up

Refer & Monetize

What is this ? Let me Try

Aha! Got it.I should use.

Can I live without ?

What’s in it for ME?

This is Awesome! There’s so much Value

Interesting!I wish..

Active User

Pay? Refer? Totally worth! Much better with Friends

A2R2User Stage

Attract

Activate

Distribution Hooks + Conversion Opt.

Aha! Moment

Stick it in

Get to Try

Core Product Value

HackGrowth Challenge

Retain

Spread Love Virality

A2R2- ProcessUser Stage

Attract

Activate

Paid/ Earned Hooks + Conversion Opt.

Aha! Moment

User Nurturing

Activation Funnel

Core Product Value

HackGrowth Activity

Retain

Virality Engine Virality

AttractionUser Stage

Attract

Channels: Earned SEO, Content PR, Email, Social

PaidPPC, Display +

Growth Goal: Signup Rate +40%Traffic + 200%

Hooks + Conversion Opt

Tools: Analytics SEO, PPC Landing Page Optimization

Organic Search

# leverage every asset

# automate SEO

Email Campaign

• Low Budget• Good Conversion– Content, Delivery

• Email List ?

Content Distribution

# Cross Channel- IFTTT ?

Hack# research category editor#HARO

Pre Launch Interest

Virality

ActivationUser Stage

Channels: Email Videos- Explainer Tutorials Webinars

Growth Goal: (examples)FB- 7 Friends n 10 DaysDropbox- 1 File + Desktop ClientTwitter- Follow 30

Aha! Moment!

Tools: Activation Funnel Optimization Starter Tutorials, Learn Triggers Activation Curation-Triggers

Activate

Home/ Landing UX- Minimal

Home/ Landing UX- Longform

SEOmoz

New User Experience

Retargeting

Custom Audience

Dynamic Retargeting

Call to Action

RetentionUser Stage

Channels: Email Text Message Phone Calls Webinars

Support

Growth Goal: (examples)Active Users (Daily/Monthly)- +30%Frequency of use- Daily/ Weekly..

Core Product Value!

Tools: Activity Stream, Dashboard Usage Segmentation & Triggers Nudge and Leaderboards

Retain

Core Product Value/ Persona

• Twitter- Follow Your Interest• Facebook- Connect with Friends• LinkedIn- Professional Network

Product Discovery/Learn Path

User Curation

• # home page - nudge

• # sign-up – use the product

• # abandoned cart- reminder/ discount

• # user: evangelist

Early Adopters

# retain, learn

ReapUser Stage

Channels: Email Social Coupons

Growth Goal: (examples)+ 5 invites per userARPU: +10%

Virality Engine!

Tools: Social Media Integration Incentive/ Promotion Gamification

Pricing Page Optimization

# help decide (hack)

Incentivize Sharing

# Incentive for user and the recipient

Simple Incentive

# Incentive prompts more use

A2R2- ProcessUser Stage

Attract

Activate

Paid/ Earned Hooks + Conversion Opt.

Aha! Moment

User Nurturing

Activation Funnel

Core Product Value

HackGrowth Activity

Retain

Virality Engine Virality

Growth Hacking

Coaching

Program Structure

• Stage 1: Growth Hacking Basics and Program Baselining ( 2 Weeks)

• Stage 2: Pre-skilling in Digital Marketing Techniques (0-8 Weeks)

• Stage 3: Growth Hacking Coaching (8 Weeks)

• Stage 4: Demo Day and Certification ( 1 Week)

Who is this program for?

• Product Teams• Startups

Coaching Format

• Workshops: • One-on-One with Growth Hacker: • Digital Marketing Training:• Mentoring

Pricing

GH Self Assessment

• URL: http://www.digitalvidya.com/wp-content/uploads/2014/09/BhaskarThakur-GrowthHacking-Assessment.pdf

• Short URL: bit.ly/XQt2VG

• bt@bhaskarthakur.com

1 Line Pitch

Customer Problem (s) you are Solving

How many Customers do you have and category wise break-up e.g-

(paying/ non paying. trial etc.)

Market Landscape (Competitors)

Applicant’s Tweet Bio (140 Char)

Applicant’s LinkedIn

Core Product Value.

Revenue Model.

Product / Solution (Screen Shot / Link with Login

Credentials)

Growth Hacking Readiness Assessment

Attract ( )

Growth Hacking Readiness Assessment

Activate ( )

Retain ( )

Reap ( )

Revenue

Referral

Growth Hacking

Found It Useful?

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http://www.digitalvidya.com/webinars/

www.digitalvidya.com www.digitalvidya.com

Growth Hacking

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