Growth Hacking - A marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics in order to sell products or gain exposure. 3P strategy - Pull,Push and Product Strategy.

1. guide to
Stefan
Tasevski
07.08.2014

2. A marketing technique
developed by technology
startups which uses
creativity, analytical
thinking, and social metrics
in order to sell products or
gain exposure.

3. The 3P’s of getting visitors
★ PULL
★ PUSH
★ PRODUCT

4. PULL
➔ Pulling customers in
➔ Giving reason to come to us
➔ Finding us before we find them
➔ Drowning them to us

5. PUsh
➔ More aggressive than pull strategy
➔ Not to appeal, but to convince
➔ Paid result - based
➔ Practically, pushing the customers to the
product/service

6. Product
➔ Through the product itself
➔ The product brings the traffic/awareness
➔ Paid result - based
➔ Practically, a product being used by a group that gets
another group to use it
➔ Plays a crucial role in the customer experience

7. PUSH
“ It’s important to realize that all of the 3P’s work together really well and in the right context but
when executed by the right person. Growth hackers are for big growth, not a growth in certain
narrowly defined reasons. “

8. - PULL STRATEGY -
TACTICS

9. Blogging or guest blogging
➔ Keyword rich, and are easily indexed by Google, which aides an overall SEO strategy.
➔ Have a compounding effect. The more you write, the more total chances you’ll have of pulling people towards
your product over time.
➔ Usually based around specific niches, so if you are guest blogging then you can tap into large swaths of your
market with a single post.
➔ Great at educating people, and people that are informed about your product are more likely to move through
your funnel.
➔ Can position you as a thought leader, and people would rather use a product that has been created by an expert
rather than a nobody.
➔ Blog owners are always looking for new guests post, which makes this low hanging fruit in many cases.

10. Podcasting
Podcasting is another great pull tactic because audio has inherent
inbound qualities.
TIPS & TRICKS when podcasting:
➔ Dominate the market by going niche & narrow
➔ Instead of making weekly shows, set a goal of 10 episodes
total and make it on a certain topic
➔ Focus on beautiful album art and/or great audio intro which
makes people curious
➔ Never promise more episodes

11. E-books, guides & whitepapers
A valid tactic in which a number of large written documents have a number of advantages in terms of
getting traffic.
➔ Ebooks, guides, and whitepapers have a certain draw to them. It’s somewhat easy to ignore a new blog post, but
when there is a new hefty document on a niche subject you care about, it’s hard to ignore.
➔ Ebooks, guides, and whitepapers have a high perceived value, and you can ask for an email address in exchange
for downloading them. It feels like a fair trade, and it helps you build an email list that you will eventually work
through your funnel.
➔ Ebook, guides, and whitepapers spread through social media very effectively when they are executed well.
➔ As an author (even a self-published one) you are a thought leader of sorts, and people will want to use the product
you’ve created.
➔ Ebook, guides, and whitepapers can be written to specifically educate people about your product. Informed visitors
are more likely to become members and users.

12. E-books, guides & whitepapers

13. Infographics
Infographics can entice people to your product because they simultaneously display expertise and aesthetic taste.
Visualizations are powerful tools, and they are spread using social media extremely easily. Adam Breckler, of Visual.ly,
provides the following advice when creating an infographic :
➔ Select a good topic
➔ Find the right data
➔ Analyze the data
➔ Build the narrative
➔ Come up with a design concept
➔ Polish and refine the design
➔ Distribute the infographic

14. Webinars
➔ Webinars are considered to be an event
➔ Webinars are made so that they can educate people
➔ Webinars allow interaction
➔ Can end with a special promotion for the product so it can
drive traffic to your product.
➔ Can be done in collaboration with another company in order
to promote both products/services with the cross-sales
principle

15. Conference Presentation
➔ The conference presentation creates a
number of by-products which can be used
to pull in visitors more effectively
➔ The slide deck from the conference can be
uploaded to slideshare
➔ The audio/video recording can be uploaded
to social media channels, to the company’s
blog etc.

16. SEO
Two types of SEO:
CONTENT
By virtue of creating content, even if you don’t
know how SEO works, you will be optimizing for
it. Just keep producing and you’ll be using SEO
to your advantage even if you don’t know what
an algorithm is.
CODER
There are also things you can do at the code
level which enable a solid SEO strategy. Are
your links seo optimized with keywords? Are H1
tags properly labeled. Do you use Schema.org
tags for specific kinds of content? Do you have
an up-to-date site map?

17. Social Media
➔ Know your demographics and engage with the people
interested in your product/service
➔ Provide value by answering questions, giving advice,
offering assistance
➔ Become a hub of interesting content, whether you
produce it or not
➔ Make your customer support public on the social
media

18. Contests
Contests are an awesome way to drive new traffic to your
product.
They are good for small companies and big companies
alike.

19. App Marketplaces
B2C Marketplaces
➔ Make perfect screenshots
➔ Choose the name of the app
carefully
B2B Marketplaces
➔ These marketplaces are less crowded so it
is easier to stand out
➔ They are apt to promote your product on
their blog, social media sites, ect.
➔ B2B marketplaces will even pay you to build
an integration with their product

20. Deal Sites
In the aftermath of Groupon’s rise (and slow demise) there have been a number of deal sites
created in their wake.
For many niches there is a deal site which has a substantial email list and is willing to promote
your product. The arrangement with these companies is usually pretty straight forward. You
provide a discount to their audience, and in exchange they provide you with distribution.
This is a quick way to get traffic, and given how easy it is to set up this kind of relationship it’s
worth trying.
Another unexpected side benefit of these deal sites is the number of people who will purchase
your product at full price even though they came from the deal site. The internet is a strange place
and this will happen more than you would guess.

21. LOPA (Leverage other people’s audience)
In the aftermath of Groupon’s rise (and slow demise) there have been a number of deal sites
created in their wake.
For many niches there is a deal site which has a substantial email list and is willing to promote
your product. The arrangement with these companies is usually pretty straight forward. You
provide a discount to their audience, and in exchange they provide you with distribution.
This is a quick way to get traffic, and given how easy it is to set up this kind of relationship it’s
worth trying.
Another unexpected side benefit of these deal sites is the number of people who will purchase
your product at full price even though they came from the deal site. The internet is a strange place
and this will happen more than you would guess.

22. - PUSH STRATEGY -
TACTICS

23. Lifetime value of a customer (LTV)
“The amount of money that you are going to
make from a customer throughout their life. “
*The primary difference between pull and push tactics is that push tactics usually cost money

24. Purchase ads
➔ LEARN THE TECHNICAL DETAILS
OF YOUR CHOSEN PLATFORM
➔ CONSIDER THE VARIOUS
PERSONAS OF YOUR
CUSTOMER
➔ IF YOU ARE PAYING PER CLICK
THEN QUALIFY EVERY CLICK
➔ TEST VARIATIONS OF YOUR AD

26. Promo Swap
The easiest, and free way to drive traffic to your site is
through cross promotions with other companies by:
➔ SWAP TWEETS
➔ SWAP FACEBOOK POSTS
➔ DEDICATED EMAIL SWAP
➔ SPONSORED EMAIL SWAP
➔ AD SPACE SWAP
➔ PRE-ROLL VIDEO SWAP
➔ GIVEAWAY SWAP

27. Affiliates
➔ Think carefully about the
incentives
➔ Choose the affiliates very
carefully
➔ Don’t roll your own affiliate
solution

28. Direct Sales
➔ Way of getting traffic up the
funnel
➔ Best lead-generating tactic
➔ For our business model it’s
highly effective

29. - PRODUCT STRATEGY -
TACTICS

30. “ The aim of the product strategy is to make
a way every visitor uses your product. If
that happens, you made an achievement -
you’ve gone viral. “

31. Network invitations
➔Phone contacts
➔ E-mail contacts
➔ Social contacts

32. Social Sharing
➔ Popular blogs are the
main solution
➔ Code-based widgets for
sharing
➔ Understand where your
traffic naturally comes
from

33. API Integration
➔ Integrate the product with existing
social network through API level
➔ Give access to social media for
logins
➔ Great growth hacking tactic, but also
very risky
➔ Nike+, Spotify etc.

34. Backlinks
“An incoming hyperlinks from one
web page to another website. “

35. Incentives
The best way of bringing people to the product.
★ Great tactic if you have:
➔ Something low-cost to you
➔ Storage is not expensive
➔ Getting new users is very valuable
➔ A “perfect storm” - a particularly violent storm
arising from a rare combination of adverse
meteorological factors.

36. Organic
➔ Simple products spread organically
➔ Beautiful products spread organically
➔ Pain relieving products spread organically
➔ Products that make people look cool spread
organically
➔ Emotional products spread organically
➔ Fun products spread organically
➔ Unique products spread organically
➔ Surprising products spread organically

37. CONCLUDING
THOUGHTS...

38. Getting traffic is a recipe, not a
single ingredient !

39. And it’s a recipe that is always
changing ...

40. SO DON’T
JUST
OTHERS’ RECIPES ...

41. and make your own !!!