Growth Hacking with WordPress - WordCamp Grand Rapids
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Growth Hacking isn’t just a buzzword, and it’s not just for startups. You can use the same tools and tactics to attract more readers to your blog, users for your app, and customers of your products. In this session you’ll learn what growth hacking is (and isn’t) and how you can become a growth hacker too. We’ll also cover tools and plugins you can easily integrate with WordPress to power your site and grow your business.
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Growth Hacking with WordPress - WordCamp Grand Rapids
- 1. @mikehale#wcgr Growth Hacking with WordPress WordCamp Grand Rapids 2017
- 2. You're in the right place if... ● Membership Sites ● Digital Products, Ebooks, Online Courses ● Theme Shop or Premium Plugins ● Agency ● You want more visitors to your website
- 3. What we're going to learn today ● What Growth Hacking is (and what is isn't) ● The mindset of a Growth Hacker ● How to run marketing experiments ● WordPress Plugins for Growth Hacking
- 4. Who Am I? Mike Hale Developer - Rainmaker Digital I have worked with: ● Startups ● SaaS ● eCommerce ● Fortune 500
- 6. Photo by Nik MacMillan on Unsplash
- 8. In 15 Months... 60% growth in referrals. More than 2.8 million invites per month. From 100,000 users to 4,000,000. Reduce Ad spend (Was 2x CAC for $99 product). 35% Signups from referrals
- 9. Other Examples Facebook Mentions to Increase Active Users AirBNB post to Craigslist workaround Hotmail "Get Your Free Email" tagline Pinterest Invite-only / Exclusivity Obama 2012 Fundraising A/B Testing (50%)
- 11. Sales Funnel Get Visitors/Users Convert to Customers Retain Users
- 12. "A growth hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth." – Sean Ellis
- 16. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Use the results to make new hypotheses
- 18. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Use the results to make new hypotheses
- 20. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Use the results to make new hypotheses
- 22. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Use the results to make new hypotheses
- 24. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Analyze results to make new hypotheses
- 26. Growth Hacking Process Make an observation Ask a question Form a hypothesis Make a prediction based on the hypothesis Test the prediction with Experiments Analyze results to make new hypotheses
- 32. Why WordPress?
- 35. A/B Testing
- 36. A/B Testing - Google Optimize
- 37. Content Promotion Jetpack Related Posts
- 38. Mailing Lists
- 39. SEO (Yoast SEO)
- 40. Social Sharing
- 42. Questions?
- 43. Questions?
- 44. Blog, Newsletter and Podcast for Solopreneurs ● Audience Building ● Growth Hacking ● Content Marketing ● Personal Branding ● Mailing Lists ● Podcasting
- 45. Who Am I? Mike Hale Developer Rainmaker Digital @MikeHale www.mikehale.me
Editor's Notes
- What do you want to grow? Align to biz goals creative, unconventional methods. Importance of growth in startups bypass traditional marketing approaches to drive business growth. “hacking” originates from not concerned with following established process
- Founder Drew Houston, Sean Ellis and Albert Ni (intern) Dropbox learned that third of new customers came from referrals. How to increase referrals? Like PayPals $5 singup bonus but couldn't afford. What did their customers value? Space! crafted a referral program that offered users an extra 250 megabytes of space in exchange for referring a new friend to the service who would also get 250 megabytes added to their own account.
- Growth Hacking is a Mindset (not a toolkit or tactics implement to a set of tactics to achieve a specific goal. everything you're doing, there's a better way to to do it. The only way to figure out the better way is through testing. That testing should be directed toward delivering more value to users. Growth is an outcome of the continuous improvement mindset.
- Get: Content Marketing, Affiliates, Influencers Convert: A/B Testing, CRO Retain: Onboarding
- the first use of the term “growth hacker” was by Sean Ellis back in 2010
- growth hackers are (perhaps obviously) obsessed with growth. That is their main goal. more concerned with achieving an objective than following a prescribed process. care more about what needs to get done than how it should get done come up with innovative ways to get things done. wide skill set and diverse range of knowledge such as marketing, engineering, and product development. concentrated on low cost and innovation. many growth hackers are also coders, though this isn’t necessary. growth hackers have an integrated approach. Analytical minds results oriented Scientific Agile Sustainable Focus on Data Creativity and Experimentation Product Driven Interdisciplinary thinking Inclusive (Involves others) Concentrated on low-cost methods
- Not a "hacker": More of a scientist. Growth Science isn't as catchy
- Back to grade school when we learned all about the scientific method. Observation, question, hypothesis, Experiment, gather results, conclusion The same process is what Growth Hacking is.
- Recognize a problem. Gather what you already know. "We are getting more traffic to our website, but aren't getting more visitors to subscribe to our mailing list"
- Why aren't people subscribing to the newsletter? Are they not seeing the subscription form? What can we do to increase subscriptions?
- Not enough users are seeing the subscription form in the sidebar or they have scrolled past it when reading the article. Sidebar blindness Moving it to the bottom of each post will improve signups.
- "Adding the subscription form to the bottom of blog posts will increase subscriptions." Set a measurable goal: Within x% of visitor growth Growth in Subscriptions will be closer to growth in visits
- "Add subscription form to after content on blog posts" A/B Sidebar vs Bottom if possible
- Measure results. No change, start over. Seeing an increase, new experiment to optimize form CTA Generate and Prioritize ideas and experiments
- Not "hacks" or random acts of marketing. It's science.
- How do I start Like a diet, you weight yourself for a starting point Track food Buy a fitbit to measure Actually not true….
- First thing is to buy a lou malnatis chicago style deep dish So first weigh in has an extra 2 pounds
- This is actually the first thing. Google Analytics Snippet on every page. Add in your theme or theme script settings if possible Without this any GH efforts will be wasted. You can't optimize what you can't measure.
- Up & running fast Inexpensive (Hosting and some premium plugins) lots of control and flexibility build basically any website you want: blog, forum, online shop opportunities for experimentation and hacking thousands of plugins to extend functionality
- Not alphabetical, but this is most important!!! Can't measure what you don't track. Jetpack MonsterInsights Google Analytics
- AffiliateWP
- Simple Page Tester Nelio AB (Premium)
- Just launched, free version of Optimize 360 Enterprise Product Built into GA Experiments Chrome Extension editor. Add variations and tests Just add some JS snippet to your site, no code changes.
- Revive Old Post (Tweet from your archives) Jetpack Related Posts
- OptinMonster Mailchimp for WordPress ConvertKit
- EA Share Count - Has counts (even Twitter). Not in repo. Must install from GitHub Genesis Simple Share - Genesis Framework Themes only
- Overwhlemed yet? You don't have to do it all. Start with Analytics Run a few small experiments to get started