Growth Hacking and Full Stack Marketing for Startups Here are the slides for the growth hacking and full stack marketing events that Patrick Vlaskovits and I hosted across Europe: - Wayra (Madrid) - NDRC (Ireland) - Rainmaking Loft (London) - Rockstart (Amsterdam) - Hub:raum (Berlin) - Werk1 (Munich) - Sektor5 (Vienna) - Design Terminal (Budapest) - Beta-i (Lisbon) We broke the events into the following 6 sections: - What is growth hacking vs. marketing? And why is that important? - Psychology - Partnerships - Search Engine Optimization - Paid Marketing - Growth Hacking Examples A majority of our examples throughout the day came from personal experiences that we had not written about nor spoke about prior. If you have any questions, please contact me (@CaseyA) or Patrick (@Pv).

1. Is growth that important?
Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)

2. 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.

3. ADD origins of Growth
Hacking slide
The origins of growth hacking with Patrick Vlaskovits, Sean Ellis, and Hiten Shah.

4. Earl Tupper

5. The Graveyard of Good Ideas

6. 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?

7. Some innovative startups do succeed.

8. The Medium is the Message

9. 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?’

10. Your Product
Your Channel
Evolve like the orchid and the orchid fly.

11. Hacking Growth in 1948

12. Evolution from Medium to Channel
0) The Hyped Next Big Thing
1) The Wild Wild West
2) The Hockey Stick
3) Tragedy of the Commons
4) Governance & Civilization

13. Bound your losses.

14. The Innovation Spectrum

15. Growth Hacking vs
Marketing
The Medium is the
MessageLinear
Expensive
Predictable
Exponential
“Cheap”
Explosive

16. 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?’

17. ADD origins of Growth
Hacking slide
Tesla

18. ADD origins of Growth
Hacking slide
The Eagles in the 70s & 80s

19. ADD origins of Growth
Hacking slide
Contour Cameras vs. GoPro

20. ADD origins of Growth
Hacking slide
Tim Ferris + BitTorrent

21. ADD origins of Growth
Hacking slide
Chili’s + Instagram

22. MESSAGE:
Tupperware
PayPal
Your product?
Tesla
Zynga
Pebble
Apple products
MEDIUM:
Home parties
Ebay
Your channel?
Luxury stores
Facebook
Crowdfunding
Apple retail stores

23. MESSAGE:
?
?
AI
?
?
?
?
MEDIUM:
VR & AR
Bitcoin
?
3D Printing
Internet of Things & Wearables
Driverless cars
Drones

24. Patrick Vlaskovits (@Pv)

25. Today’s Agenda
PSYCHOLOGY
PARTNERSHIPS
(lunch)
SEO FUNDAMENTALS
PAID MARKETING
GROWTH HACKS

26. Case Study
Detailed Walk-through
Exercise
Related Growth Hacks
Tools & Takeaways

27. Inexpensive.
DIY & Do-it-Today.
No experts needed.
Simple.
Low risk.

28. 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.

29. Casey Armstrong (@CaseyA)

30. Zero to Hero
100s of signups per month -> 100s of signups per day
Innovative Products -> Innovative Marketing

31. Psychology

32. 2 sales from 16,668 visitors
0.012%

33. Email #0: Weekly Tips
Email #0: Response

34. Email #1: Survey
Email #1: Response

35. Email #4: Pre-Launch
Email #4: Response

36. Email #6: Launch
Email #6: Response

37. Robert Cialdini's Six Principles of Influence
1. Reciprocity
2. Commitment & Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity

38. 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.

39. Layering Psychology Triggers
1. Survey
Reciprocity + Commitment
2. Pre-Launch
Reciprocity + Commitment + Consistency + Social Proof +
Authority + Liking + Scarcity
3. Launch
Reciprocity + Commitment + Consistency + Social Proof +
Authority + Liking + Scarcity
4. End Launch
Scarcity (no more discount + no more bonuses)

40. Optimizing Growth

41. Casey Armstrong (@CaseyA)

42. Before:
2 sales from 16,668 visitors = 0.012%
$32
After:
978 sales from 10,881 visitors = 8.988%
$15,378

43. Full Stack Marketing
1. Acquisition
SEO
2. Activation
Psychology + CRO
3. Retention
Email Marketing + Storytelling + Content Marketing
4. Referral
Psychology + Email Marketing + Storytelling
5. Revenue
CRO + Analytics

44. Recap
1. Structure: Survey, Pre-launch, Launch, Post-
Launch
2. Layer Triggers: Reciprocity, Commitment &
Consistency, Social Proof, Authority, Liking,
Scarcity
3. Test, Track, and Automate

45. Tools & Takeaways
Survey: Google Forms
Pop-up Tool: Qualaroo
Payment: Gumroad
API: Zapier
Email Automation: Mailchimp
Analytics: GA & Google Docs

46. Partnerships

47. American Airlines

48. Intuit

49. Partnerships aren’t win-win.
Win-win-win. They. You. Shared audience.

50. Partners want to help you, help them,
help you.

51. ScreenFlow + Flowtility

52. Exercise
Pitch a potential partner via
email.

53. 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.

54. American Airlines + The Lean Entrepreneur = Book Tour

55. Growth Hacking Workshops Across Europe

56. Exercise:
Tweaking the Message to
Better Fit The Medium

57. How would you find?
Casey’s email addresses &
phone number.

58. Connectifier

59. Connectifier on Twitter

60. Connectifier on Meetup

61. Labnol’s Gmail Mail Merge

62. 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.

63. Tools & Takeaways
● Connectifier
● Rapportive
● SideKick by Hubspot
● Email4Corporations

64. Lunch

65. SEO + Content Marketing

66. SEO Is Everywhere

67. Amazon is a search engine.

68. Slideshare is a search engine.

69. GrowthHackers.com is a search engine.

70. Eventbrite is a search engine.

71. Yelp is a search engine.

72. Onsite SEO: Focus on what you
control to set yourself up for success.
Clean Up Your House

73. Google Webmaster Tools: Find opportunities on keywords you are
already ranking for.

74. Google Keyword Planner

75. Google Analytics + GWT + Keyword Planner
Title, Header, URL, Content, Alt-text, Internal Linking, Meta Description

76. 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.

77. The superpowers of naming things.

78. The superpowers of hooks.

79. The superpowers of data-driven
gifographics.

80. The superpowers of naming things + hooks + data.

81. Exercise
Write a man-bites-dog hook
eg The Brilliant Blunder
Cooking without a Kitchen

82. SEO = Lead Gen + Cust Dev

84. Unsexy Products: Looking for publicly available data that is not
online.

85. Public Excel Data + ThemeForest + Envato

86. BuzzSumo: Set yourself up for success. What types of posts are
people sharing and who are the influencers.

87. BuzzSumo + Data + Infographics

88. Find publicly available data, such as GitHub Archive.

92. 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

93. Tools & Takeaways
SEO & Content: BuzzSumo, SEMrush
Data Sources: Github Archive,
BuiltWith, NerdyData
Webscrapers: Import.io, Kimono,
Mozenda

94. Paid Marketing

95. Google Grants FTW

96. Find keywords you can bid on for a specific amount of money.

97. Find similar keywords for a specific amount.

98. Test dynamic keyword insertion for higher CTRs.

99. Twitter Event Ads: Hashtag Arbitrage

100. New Advertising Platforms + Teams

101. Moat: Display Advertising Ideas

102. SEMrush

104. Create Your Own Paid Networks

105. Facebook or Twitter IDs

106. Remarketing: You already spent so much time and money to get
people to your site.

108. 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

109. Growth Hacks FTW!!!

122. ?sub_confirmation=1

138. POPUPS?

139. Mobile Popups FTW!

155. @SamuelHulick

156. @SamuelHulick

157. @SamuelHulick

158. @SamuelHulick

174. High-Risk Growth Hacks
(probably violates TOS)

175. Social Search Scrape
+
Site Scrape
+
Email Harvest
+
Full Contact Lookup
+
Automated Emails

176. Local Search Hacking
Exact Match Domains
+
Custom Scalable Content

177. MTurk
+
Autocomplete

178. Browser Extensions

179. AI
Conversica

180. Wikipedia
Company Pages
Comparison Tables
New Terms

181. Social Media Notifications

182. The Growth Hack Hall-of-
Fame

188. Brownie Wise aka Growth Hacker

189. Is growth that important?
Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)