Vincent Dignan's slide deck from StartUp Britain marketing week 2015.

1. A presentation by Vincent Dignan
@vincentdignan - Tweet me :-)
vincent@magnific.com
HOW TO ATTRACT
HUMANS

3. Me:
150,000,000+ Total Pageviews
50 million+ unique visitors
100,000+ Likes/followers
50,000 client followers
1000’s of signups
Looking to coach founders,
get in touch: vincent@magnific.com!

4. AGENDA
- What is growth hacking?
- How to growth hack IRL/social
- Activity: Finding customers on Twitter
- Social news, content marketing, email

5. The golden rules of growth

6. The golden rules of growth
- Scalable

7. The golden rules of growth
- Scalable
- Repeatable

8. The golden rules of growth
- Scalable
- Repeatable
- Predictable

9. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel

10. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking

11. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
Read: http://bit.ly/songkickgrowthhack

12. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
Read “The Mom test” (I can send it to you)

13. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest

14. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
- Specific
- Measurable
- Achievable
- Relevant
- Time-based

15. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
https://growthhackers.com/must-read/

16. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
7. Don’t sweat the small things on day one

17. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
7. Don’t sweat the small things on day one
8. Be a mixture of mad men & math men

18. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
7. Don’t sweat the small things on day one
8. Be a mixture of mad men & math men
9. Pour more resources into the one(s) that work

19. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
7. Don’t sweat the small things on day one
8. Be a mixture of mad men & math men
9. Pour more resources into the one(s) that work
10. Rinse & repeat - Think like Uber/Facebook/Buzzfeed/Genius

20. The 10 rules of growth hacking
“Grow fast or die slow” - Samir Patel
1. You do not talk about growth hacking
2. You do not talk about growth hacking
3. Speak to customers & define messaging before you go viral
4. Investigate & map channels easiest - hardest
5. Set S.M.A.R.T. goals
6. Read the basics for your channel(s) on growthhackers.com
7. Don’t sweat the small things on day one
8. Be a mixture of mad men & math men
9. Pour more resources into the one(s) that work
10. Rinse & repeat - Think like the americans

22. - IRL
- Social Media sites
- Social News sites
- Content
- SEO
- Email
6 main channels of user acquisition:

23. 1. Get your skates on & hustle

24. 2. Use Charlie

25. 3. Become a hunter gatherer (of emails)

26. 4. We are all connected

27. - Anything “sales” driven
- Business that rely on relationships
- A good first step if you don’t already
know where to find your users
IRL Types of businesses

28. Social Media:
1. Get a following
2. Broadcast to them
3. Reap the benefits
4. Profit?!?!?!?

32. 1. Ideal User is critical
2. Who says Instagram gets no clickthroughs?
Read: https://blog.gleam.io/foundr/
http://austenallred.com/user-
acquisition/book/chapter/instagram/
5.

33. Businesses who may need Instagram
- Anything with a “product” that looks cool e.g.
fashion, technology, personal brand,
- Apps/Software/Platforms looking to get a
large (as in tens of thousands) userbase

34. 6.

37. Businesses who may need Facebook
- Anything with a “product” that you can
arbitrage sales in the same way as adwords
- This can include apps in certain situations
- Basically everyone to a certain extent

38. 7.

41. 8.
The best Twitter tool of all time
Search by gender, job title, location,
company/person - mad targeting

42. Activity: Finding your customers

47. Type your ideal user in this box!

49. 9.

50. Twitter basics
1. Steal the good stuff, only RT compliments
2. Tweet the same (article) 5 times
3. Pictures most likely to be retweeted
4. Tweet lots: 50 - 100 tweets a day is fine
5. Tweetadder gets you followers literally today

51. Businesses who may need Twitter
- Apps/Software/Platforms looking to get a
large (as in tens of thousands) userbase
- Businesses where content is important
- Anyone looking to reach a certain job
title/location (basic demographics, Facebook
needed for complex targeting)

52. Businesses who may need Tumblr
- Anything youth orientated
- Anything aimed at America/worldwide and
youth orientated
- Fashion/music

53. Businesses who may need Pinterest
- Anything aimed at females 30+
- Anything that looks beautiful e.g. furniture,
fashion, weddings, etc
- Use Buffer to easily setup a pinning schedule
- Difficult to work out, so likely a big
opportunity here

54. 8. Social News 101
Posting to social news sites can bring users/customers
1. Hacker News - “Show HN”, technical blogposts
2. Producthunt - One-time posting for launches
3. Reddit - Content or feedback
4. Growthhackers.com - Blog posts on growth

55. Useful Subreddits
r/startups
r/entrepreneur
r/AlphaAndBetausers (submit your app for feedback)
r/smallbusiness
r/engineering
r/hwstartups (Hardware sub-indybo & knyttan FTW!)

56. Businesses who may need social news
- Anything where “tech” feedback is important
- Anything where techy early adopters are
important
- Apps/Software/Platforms looking to get a
large (as in tens of thousands) userbase can
seed initial users here

57. 10.

58. Content Marketing basics
1. Don’t be “business guy”
2. Know your audience
3. Write something people want to read
4. Distribute it on your own channels, measure
results
5. Distribute it on other peoples

59. 1. Read this: http://backlinko.com/viral-marketing
2. Go here: app.buzzsumo.com
11. How to come up with content marketing
ideas:

60. 11. This will come up with ideas for you:
http://www.portent.com/tools/title-maker

61. 12. Hemingway lives on

63. 13.

66. 14.

69. 15.
jody.thompson@huffingtonpost.com http://techcrunch.com/got-a-tip/
600-800 words
editorial@techcitynews.com
400-500 words

70. Businesses who may need content
- Anything where domain expertise is important
- Saas companies who don’t have sales people
- Authors, freelancers, contractors, designers,
etc

71. Bonus mosh! P.R. reading list
http://austenallred.com/user-acquisition/book/chapter/press/
http://startupworkout.com/traction-list/
Skyscraper content: http://backlinko.com/viral-marketing
10 ways to get press: http://pitchpigeon.com/blog/the-10-types-of-startup-press-release.html
https://blog.kissmetrics.com/overcome-content-distribution/
http://www.criminallyprolific.com/ - good blog posts on pr tactics
http://www.criminallyprolific.com/2014/02/6-steps-of-do-it-yourself-pr-why-you-dont-need-to-hire-a-firm/
Tech Press ideas: http://www.quora.com/Tech-News-and-Journalism/How-do-I-get-in-touch-with-tech-journalists
http://ovoice.net/32-places-can-submit-launching-startup/
http://www.beingpractical.com/2013/10/12/100-startup-directories-to-submit-your-startup-for-free/

72. 16. SEO is not dead - it just smells funny
1. If you hate yourself: theshortcutts.com/
2. Awesome SEO checklist:
clickminded.com/seo-checklist/
3. The best $50 you’ll ever spend:
startuplister.com/
4. Rank for your keyword?
senuke.com/xcr/

73. Businesses who may need SEO
- Content companies e.g. magazines, or user
generated content sites/forums
- Emerging markets e.g. 3d printing

74. Now convert into gold...

76. 17.

77. 18. Here be photos

78. 19. Still too lazy?

79. Bonus: 17 ways to build amazing email lists:
http://backlinko.com/list-building
Sorry this slide doesn’t look good :-(

80. 20.

81. 21. 22.

82. 23. Say hello to hello bar

83. 24. Your inbox should be a to-do list

84. 25.

85. 26. Redress the power balance

86. 27. Sometimes you have to cold email

87. Businesses who may need email mktg
- Anything where something is being sold
- Saas companies who don’t have sales people
- Authors, freelancers, contractors, designers,
etc

88. 28. Start slacking off at work

89. 29.

90. 30. Have one more hour in your day.
You’re welcome! ;)

91. + Tweet me your feedback
on my deck: @vincentdignan
Get in touch if you’d
like
coaching, £99 a
month: vincent@magnific.com