With content, campaigns and shares flooding the internet by the minute - it's time for marketers to adapt their approach. Growth hacking is by no means a new approach to marketing, but rather a mindset that I believe marketers of the future will need to adopt. This presentation outlines why I believe marketers need to think more like hackers, if they truly want to connect with consumers going forward. By Kirsty Sharman. #GrowthHacking #HackerMarketing #DigitalMarketing

1. Marketers need
to think more
like hackers
By Kirsty Sharman

2. P.S. Growth hacking is no longer just for start ups.
By Kirsty Sharman

3. Growth hacking is not a tactic,
it’s a way of thinking.
By Kirsty Sharman

4. I truly believe that the only way to be a great marketer
in the future, will be to think like a hacker.
By Kirsty Sharman

5. Wait,
Why?
By Kirsty Sharman

6. The fundamental flaw in most marketing strategies is the
assumption that consumers want to connect with brands online.
Unless you’re Red Bull, Nike or ooozing sex appeal,
chances are, you’re consumers aren’t online to connect with
you. Sorry to be the bearer of bad news.
By Kirsty Sharman

7. § Marketers look for ways to
help brands connect with
consumers
§ Want to serve the right
message, to the right
person, at the right time
By Kirsty Sharman
Traditional Marketers Growth Hackers
§ Growth hackers look for ways
to get consumers wanting to
connect with brands
§ Want to find creative ways
to acquire customers, at any
time

8. By Kirsty Sharman
Social channel
Post timing
Tailor to device < Customer wants
If you get this right, the
rest will fall into place.

9. By Kirsty Sharman
This is how to
use hacker
tactics to
create things
your customers
actually WANT

10. Tactic one: Find something that your customers really want
By Kirsty Sharman
§ Traditional growth hacks (like finance calculators for example) help
customers get the information they want, and associate that to a brand
they will need next.
§ Your customers want many things, some completely unrelated to your
product. Facebook realized that users wanted an easier way to log into
websites, so they released the ‘sign in with Facebook’ technology.
Soon every second website was giving them ‘free’ ad space.

11. Clue:
99% of the time,
the answer to what
your customers want
is not your
product.
By Kirsty Sharman

12. Tactic two: Leverage established networks to scale your attack
By Kirsty Sharman
§ If you want a campaign to scale, the best way to do it is by
leveraging networks that already exist. Influencer Marketing, hacking
established audiences, share tactics, etc.
§ AirBNB did this best when they stole traffic from Craigslist, their
biggest competitor at the time:

13. By Kirsty Sharman
Think where most of your
customers are right now, or
what they will look for.
Then find a way to be there.

14. Tactic three: Learn to operate in a state of uncomfort
By Kirsty Sharman
§ Changing the way we think and
operate as marketers means
learning to operate in a state of
uncomfort.
§ When AirBNB decided to steal
traffic from their biggest
competitor, I'm sure they felt
like they were perched on the
edge of a cliff, waiting to get
caught……

15. No one remembers comfortable.
By Kirsty Sharman

16. Tactic four: Everything is not as it seems
By Kirsty Sharman
§ Traditional tactics like faking demand are often used, proving that
everything is not as it seems. Pinterest turned hype into users by
leveraging the ‘invite only’ tactic.
§ Twitter knows that users who follow more than 30 people are more
likely to become active users. This is the real reason they
highlight suggested people for you to follow ;)

17. By Kirsty Sharman
Humans gravitate to places that
others want to be. It’s why we’ll
always assume a que outside a
shops means there is something
inside we want.
The power of assumption is a
great tool for marketers.

18. Tactic five: Always cover your tracks!
By Kirsty Sharman
§ The traditional marketing funnel has
never been so important. Making sure
you cover your tracks by capturing all
customers – cookies, retargeting, email
follow ups are just a few tactics to
cover your tracks.
§ Great growth hackers have the ability
to follow through with their ideas –
meaning they are obsessed with customer
acquisition.

19. Clue:
99% of the time,
it’s not your
product.
By Kirsty Sharman
Catch and convert:
Do what you can to keep
customers inside the net,
then get them back to shore
as quickly as possible.

20. “ Growth Hacker is
the new VP of
Marketing ”
Andrew Chen
Growth at Uber
By Kirsty Sharman

21. Example: Webfluential created a “Tweet Price Estimator’ to attract influencers
By Kirsty Sharman

22. Example: Dropbox leveraged their own network to increase their customer base
By Kirsty Sharman

23. Example: Knorr found out that their users wanted to know, what to cook for dinner?
By Kirsty Sharman

24. </End>
Kirsty Sharman
Entrepreneur | Growth Hacker | Webfluential.com
Email: kirsty@webfluential.com
By Kirsty Sharman