Growth Marketing
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This document discusses growth hacking strategies used by companies like Hotmail and Airbnb to achieve rapid growth. It defines growth hacking as using tactics and best practices to increase user growth. Some key strategies discussed include viral growth, landing page optimization, copywriting, and behavioral experiments. The document emphasizes measuring the user lifecycle funnel and testing multiple experiments to find improvements. It recommends establishing product-market fit and adopting a growth mindset before implementing funnel analytics and relentless experimentation to activate rapid growth.
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Growth Marketing
- 1. Growth Marketing/Hacking How to go from 0 to Millions of users?
- 2. A bit about me….. Digital marketing professional for the last 20+years Have led various digital marketing agencies across WPP & Omnicom Currently co-founder of Chalkcheese.ai and also a consultant to startups and corporations alike. Trendspotter and marketing technologist Love Music & Driving LinkedIn: https://www.linkedin.com/in/digvine/ Twitter: @beeraajaah
- 3. In 1996 co-workers Sabeer Bhatia and Jack Smith planned to start a company called Javasoft
- 4. And so Hotmail was born….
- 5. But Hotmail’s launch was unimpressive
- 6. Their growth strategy was buying billboards and radio ads
- 7. PUT ‘PS: I LOVE YOU. GET YOUR FREE E-MAIL AT HOTMAIL’ AT THE BOTTOM OF EACH E-MAIL.
- 8. Within Hours, Hotmail’s Growth Took The Shape Of A Classic Hockey Stick Curve They started averaging 3000 users per day
- 9. Within 6 months, they were up to 1 million users
- 10. Five weeks later, they hit the 2 million user mark
- 11. In one case, Bhatia sent one email to a friend in India Within 3 weeks hotmail had 300,000 users in india
- 13. So what is Growth Hacking?
- 14. GROWTH HACKING IS A SET OF TACTICS AND BEST PRACTICES FOR DEALING WITH USER GROWTH How do I get more users? How do I measure effectiveness of new features? How do I get more users to be active? What is our AHA moment? How do I increase LTV of a user? How do I reduce churn?
- 15. TO BE ONE… OBSESS OVER DATA Know your customer exceptionally well. Measure everything. CREATIVITY Think different. Push the limits. CURIOSITY Learn early, learn often. Poke around. DIRTY HANDS Get in at the code & product level. Make, launch and break stuff.
- 16. VIRAL GROWTH LANDING PAGE OPTIMIZATION COPYWRITING SEO ADVERTISING EMAIL MARKETING REFERRAL PR BEHAVIOURAL ECONOMICS ANALYTICS
- 17. People want to see growth like this
- 18. But in reality it looks more like this
- 20. Startup = Growth
- 21. MOST COMPANIES ONLY TRACK THREE THINGS
- 22. THOSE METRICS AREN’T VERY HELPFUL! (The magic is what happens in between)
- 23. THE KEY IS TO MAP OUT THE USER LIFECYCLE FOR YOUR PRODUCT
- 25. LET US SEE IT IN ACTION
- 26. ACQUISITION
- 27. ACTIVATION
- 28. RETENTION
- 29. RETENTION
- 30. REFERRAL
- 31. EACH STEP OF THE LMF CORRESPONDS TO A USER STATE
- 33. GROWTH HACKERS IDENTIFY TACTICS & BEST PRACTICES
- 36. A/B TEST
- 37. CAN YOU GUESS THE RESULTS? WINNER! 37.5% INCREASE IN SIGN-UPS
- 38. ANOTHER A/B TEST WINNER! 102.5% INCREASE IN SIGN-UPS
- 39. UNBOUNCE AND OPTIMIZELY ARE AMAZING TOOLS FOR EASILY CREATING AND TESTING LANDING PAGES
- 40. YOU OFTEN NEED TO PERFORM 15-20 TESTS IN ORDER TO FIND 1-2 MAJOR IMPROVEMENTS
- 41. SOME QUICK WINS
- 42. MEASURE HAPPINESS NPS – NET PROMOTER SCRORE 1
- 43. TWO POPULAR TOOLS TO USE
- 44. CREATE MORE LANDING PAGES 2
- 45. EACH PAGE SHOULD BE 90% UNIQUE Use different offers Target different customer segment Highlight different unique selling points Send paid ads to targeted landing pages and NOT your homepage
- 46. REMOVE LINKS FROM LANDING PAGES 3
- 47. THE DIFFERENCE…
- 49. GROUPON SHOWS A DIFFERENT PAGE DEPENDING ON HOW YOU GET THERE
- 50. AMAZON REMOVES ALL LINKS ON ITS CHECKOUT PAGE
- 51. 4 SPILT THE ASK
- 52. PUT YOUR CTA IN THE RIGHT PLACE 5
- 53. REPEAT YOUR CTA ABOVE AND BELOW THE FOLD 6
- 54. INTEGRATE COUPONS WITHIN SIGNUPS 7
- 55. USE EXIT INTENT POPUPS 8
- 56. ADD BONUS TO YOUR OFFERING A PRODUCT + BONUS HAS A HIGHER PERCEIVED VALUE THAN THE SAME TWO PRODUCTS BUNDLED TOGETHER 9
- 58. OPTIMIZE YOUR REFERAL LANDING PAGE 11
- 60. HOW TO GET STARTED?
- 61. ESTABLISH PRODUCT MARKET FIT
- 62. ADOPT GROWTH HACKING MINDSET Blend Product & Marketing Experiment Day & Night Commit and relentless focus on growth Create a growth team Marketer Product person Engineer Sales
- 64. START EXPERIMENTS Milk every experiment for what it’s worth!
- 65. UNDERSTAND YOUR BUSINESS NUMBERS And then activate your growth machine GROWTH can also kill a business “Nothing kills a bad product faster than good advertising”
- 66. GROWTH HACKING COULD BE OTHER THINGS TOO… ZAPPOS – Insane customer service Sent flowers to a woman who ordered 6 pairs of shoes due to a health problem Got shoes from a rival store for a woman staying at a hotel when Zappos ran out of stock Overnighted a pair of shoes to a best man The longest customer call reported is 10 hours and 29 minutes
- 67. AIRBNB CRACKS THE PHOTO CODE
- 68. THANK YOU! Do reach out if you need any further info….
Editor's Notes
- Let me start by telling you a story…. They were afraid that their bosses would catch them, so they built a web-based email system.
- They raised some funds…
- Context - There were only 70 million internet users at the time)
- Saw that listings with pro photos received 2-3x more bookings. Result: Went from 20 photographers in the field in 2011 to doing 5,000 shoots per month.