In this presentation I teach what is Growth Hacking, the characteristics of the Growth Hacker, the Growth Hacking Funnel and useful resources for Growth Hackers.
P.S.: You can consult me in my Clarity profile following this link: http://clarity.fm/growthhackingcoach
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Growth Hacking 101 Pro
1. The science of
making companies
GROW
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
2. Part 1:
Definition of Growth Hacking
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
3. What is Growth Hacking?
Growth Hacking is a new term created by Sean Ellis.
Growth Hacking is the science of achieving incredible
growth with non traditional strategies.
Growth Hacking is also the science that helps you
decide how to move users from one state to the next
one consistently.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
4. How can GH make a company grow?
Growth Hacking can make a company growth as a
result of a sum of hundreds of actions that will bring
incredible and impactful growth.
Growth Hacking can make a company growth, both
virally because of one action or the sum of hundreds
of actions.
Effective Growth Hacking is the result of a lot of hard
work. There is no shortcut.
Growth Hacking only looks easy once you’ve found
out the things that work for your product.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
5. Which resources you need to start GH?
Growth Hacking is a term now relegated for startups,
because:
a. They need a fast growth and
b. They lack resources
Growth Hacking can work without resources, and
also with them.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
6. Who is Growth Hacking for?
Businesses looking for an alternative and impactful
solution for their growth.
Startups.
Established companies looking to grow their
business.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
7. What is a Growth Hacker?
“A Growth Hacker is a person whose true north is
growth” – Sean Ellis
A Growth Hacker is a business developer obsessed
with GROWTH.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
8. What is the mission of a Growth Hacker?
GROWTH!
Their power comes from their focus and obsession in
GROWTH.
They help early stages startups grow.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
9. Who is the PERFECT Growth Hacker?
He or she:
• Is obsessed with Growth
• Understands how people flow online
• Is clever, ingenious, original, creative, inventive, curious,
fearless and perseverant.
• Is obsessed with Analytics
• Know a little bit about psychology and viral loops
• Understands very well technology
• Pushes the boundaries to their limits for growth
• Understands products can spread themselves
• Is a Marathoner
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
10. To be a Growth Hacker you don’t need to:
Be an engineer or a coder: there are amazing tools
these days to substitute the coder of a team
Have a degree on Marketing: You need to be creative
and find many ideas for growth.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
11. Growth Hackers and Analytics
Growth hackers are extremely ANALYTICAL:
• They love, depend and understand analytics.
• Analytics are essential for a Growth Hacker. Why:
The only thing that counts are results, and results are backed up by
Analytics.
Without analytics a growth hacker cannot prove his changes are
working (or not!).
Analytics can help them prioritize their to-do list. They keep the
Growth Hacker focus.
Analytics make success repeatable (and stop what isn’t working)
Analytics can predict the future basing results in yesterday’s results.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
12. Which tools a Growth Hacker
uses?
A Growth Hacker uses whatever tools at their
disposal to increase Grow and to measure it.
• These are some of those tools:
• To increase growth
• Mail: Mailchimp
• Social Sharing: Hootsuite
• A/B Testing: LandPages
• To measure it:
• Google Analytics
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
13. Part 2:
The Growth Hacking Process
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
14. A-.Checklist before you start GH
1. Who are your customers?
2. Where are they?
3. What are your goals?
4. Can you track your goals?
5. What are your strengths?
6. Execution
7. Optimization and Repetition
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
15. 1. Who are your customers?
Age
Gender
Profession
Income
Training
Hobbies
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
16. 2.How do you reach them?
Existing customers:
• Where do they come from now to your website?
New customers:
• Where do they hang around? Which websites, blogs,
they read, comment or visit?
Knowing who your customers are, it is easier to find
where they hang out.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
17. 3. Define your goals
Your Goals have to be NARROW. Break them down.
They have to become individual tasks.
Do not have broad goals because:
You will not be effective
You will get lost
The results will be meaningless
Your Goals have to be actionable
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
18. 4. Implement Analytics
Do you have a system to properly track your
Analytics?
You need to TRACK if you have achieve your goals (or
if you haven’t)
Apart from Google Analytics you need to use other
analytic software to track down other results.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
19. 5. Leverage your Strengths
What do you have at your disposal that:
• Requires little effort
• Can produce a big impact?
Then you have found gold!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
20. 6. Execute your experiment
Make sure you have a control group to compare the
results.
Before you do it, WRITE DOWN your hypotheses because:
They are a reflection of your assumptions
They keep you honest
Be realistic about the time and the resources is going to
take
Do not despair if it fails.
Learn from the experiment’s failure or success
Don’t give up!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
21. 7. Optimize and Repeat the Experiment
Transform it
Repeat it
*again, make sure you have a control group
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
22. B. The Growth Hacking Funnel
These are the phases of the Growth Hacking Funnel:
1. Acquisition
2. Activation
3. Retention
4. Referral
5. Revenue
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
23. 1-. Acquisition: Definition
In this phase you want to ACQUIRE potential
customers to your product
Your goal is to get VISITORS!
How?
• Marketing, SEO, social media, word of mouth, …
Example:
• You visit a page because your friend shared it in
facebook
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
25. 1-. Acquisition: Measure
Number of visits to your website through
Google Analytics
KissMetrics
MixPanel
HubSpot
Optimizely
Marketo
SumoMe
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
26. 2-. Activation
A visitor gets activated when they come to your
website and engage with you. How?
They create an account
They join the newsletter
They download a report
They access to competitions
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
27. 2-. Activation tools
Email with:
Updates
Tips and tricks
Promotions
Free ebooks
Entering competitions
Software:
Mailchimp: first 2.000 subscribes free
Hubstop: Paying service. Creates fast landing pages with
prebuilt social media, mailing campaigns and great tracking
A/B testing
Unbounce
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
28. 2-. Activation Measure
In your website with:
New emails from users
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
29. 3-. Retention
Retention happens when users come back to your
website
You get them to stay active.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
30. 3-. Retention Tools
Emails with:
Related topics
Tips and tricks
Deals
Notifications on others activities
Related posts at the end of each article
A/B Testing
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
31. 3-. Retention Measure
In mailing campaigns:
Click through rate
Email openings
In your website with:
Repeated visitors
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
32. 4-. Referral
Active users refer others to your website
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
33. 4-. Referral Tools
For your wordpress blog:
SumoMe for sharing articles
Other platforms:
Hootsuite
A/B testing
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
34. 4-. Referral Measure
Google Analytics
Any other Analytics software, for example:
Kissmetrics
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
35. 5-. Revenue
Revenue happens when you monetize your active
users
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
37. 5-. Revenue Channels
There are many tools you can use to get revenue from
your website. You can:
Sell your own product
Sell other people’s product through affiliates
Insert publicity
Private entities
Adsense, for example
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
38. 5-. Revenue Measure
Your own product
You must have a registry of what is being sold
Others products:
They must have a registry of your sales
They must also have the terms and conditions. For
example, it is important to know the days they are
retaining your cookies
Other channels:
Adsense pays you per click
Private advertisers may pay you with a fix fee, a pay per
click or a pay per impression.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
45. Acquisition Tool 1: Optimize SEO
• Use it and optimize your website in order to receive organic
visitors
Toosl for SEO
• If you have a Wordpress site the best plugin for SEO I have
found is “SEO by Yoast”.
• Also I use “Google Adwords” and “Market Samurai” to find
terms that have high search volumes before I post a new article.
• Download plugin to get Rich Snippets. To add information
about you in the post.
• By the way, also improve your loading time by downloading
W3 Total Cache, a plugin for wordpress.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
46. Acquisition Tool 2: BLOG
Create awesome and super helpful content for your
visitors
Find out what they are interested in and write helpful
stuff about it.
Create images, videos, infografics for it
Add social media widgets. I love SumoMe by
Appsumo.
You can automate idea generation using google
trends on topics to cover.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
47. Acquisition Tool 3: Guest Blog
• Reach out to other blogs on your sector.
• Most of the bloggers are always looking for content.
• These are the main advantages:
It gives you targeted exposure
It gives you qualified traffic
It builds your credibility
It’s a great networking channel
It opens other’s social networks when they share your post
It opens business opportunities
It gets you more guest post offers
• Blog in Quora please. It is a great place to blog!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
48. Acquisition Tool 4: Share your content
Get your content out there!
Find relevant topics online and self promote
Be useful to the community, not spammy.
Automate. How? These are the tools I use:
• Hootsuite: Master Hootsuite. It is the best tool7
• In you blog:
Install SumoMe
Install Next Scripts, an awesome autoposting plugin
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
49. Acquisition Tool 5: Landing Pages
If you are trying a new idea/experiment, in order to
see the respond, try landing pages.
I use www.launchrock.co. It is easy and it does the
job
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
50. Acquisition Tool 6: Landing Pages
If you are trying a new idea/experiment, in order to
see the respond, try landing pages.
Get their email address!
Completing the process is the only way to leave the
landing page (upssss, like Groupon)
Groupon customizes the image on their landing page
depending on your search term.
I use www.launchrock.co. It is free, easy and it does
the job.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
51. Acquisition Tool 7: Integrations and APIs
You want to get 1% of the big companies clients. Thats works!
Get there.
Integration in numbers of users:
Dropbox: 50m+ users; Shopify - 80.000+ shops signed up;
Salesforce - 100.000+ users; Mailchimp - 2m+; Evernote - 30m+
Integrations have to make your product BETTER
SalesForce is a very powerful integration because:
the average Salesforce client pays a lot of money.
This is a QUALITY integration.
Their changes to pay money for your products is very high.
You can also ask your customers which products the use so you
can integrate with those products.
Make other large markets to work with your website is super
beneficial for users (AirBnB created a feature to “post to
craiglist” to get traction)
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
52. Acquisition Tool 8: Social Media Campaigns
Leverage vanity and curiosity by teasing users
User A: give him something cool and encourage him to
share
User B: Gets curious and click, then also learn about
your company
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
53. Acquisition Tool 9: Get Viral
Be creative. Find the way to do it.
Example:
• Jon Yongfook created a video game where at the middle
point to keep on playing you had to invite another
person to play. Worked great! 10k+ users in 2 days!
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
54. Acquisition Tool 11: Influencers
Get influencers to talk about your product.
How?:
• Offer it to them for free so they can try it and talk about
it
• Give them a monetary compensation
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
55. Acquisition Tool 12: Member get Member
Member get Member technique. How?
Refer a friend and get:
a discount
free shipping
a monetary coupon.
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
56. Acquisition Tool 13: Partnerships
Partnerships are very valuable
Types of compensation:
Revenue-Share: Easily set up an Affiliate program
Up-front payment or revenue guarantee: sometimes
needed
In exchange for their service you can offer them a
product or data for free
Laura Moreno Cabanillas - Growth Hacker – Blog: www.confessionsofanentrepreneure.com
57. Thanks!
Laura Moreno Cabanillas
Growth Hacker
15+ years of experience in growth
www.confessionsofanentrepreneure.com
www.linkedin.com/in/lauramorenocabanillas/