Growth Hacking @ Sup de Pub International Track — part 2
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Slides of the second part of my lecture on Growth Hacking at Sup de Pub in December 2016. It covers: how to craft growth engines, funnels and customer lifecycles, the growth hacking methodology, A/B testing, different tactics and LOADS of tools that I love for content creation, distribution and automation.
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Growth Hacking @ Sup de Pub International Track — part 2
- 1. Growth Hacking part 2 Maxime Pico Startup guide and STARTUP42 Managing Director maxime@startup42.org — @maximepico
- 2. this afternoon 1. Methodology 2. Techniques 3. Tools 4. Tools
- 3. this afternoon 1. Methodology 2. Techniques 3. Tools 4. Tools 5. More Tools
- 4. « A startup is a temporary organisation used to search for a repeatable and scalable business model » - Steve Blank
- 6. 6 startups search and pivot Startup Transition Large Corporation Searching for a business model Searching for: • product/market fit • a repeatable sales process
- 7. 7 startups search, companies execute Startup Transition Large Corporation Execution of a business model Execution: • profitability, repeatability, scalability • processes
- 8. The MVP is the product with the highest return in terms of investment/risk minimum viable product (MVP)
- 9. 9 what is growth hacking? Growth = Product + Marketing
- 10. Talk to your users + Understand your product + Try LOTS of things you want to do the same?
- 11. 11 someone who knows his sh*t
- 12. 12 try to have superpowers! Leading + Causal
- 13. 13 January February March April May Number of new visitors 1000 1000 1000 1000 1000 Total visitors 1000 2000 3000 4000 5000 Revenue/customer €5,00 €4,50 €4,33 €4,25 €4,50 Revenue/customer arrived in Jan €5,00 €3,00 €2,00 €1,00 €0,50 Revenue/customer arrived in Feb €6,00 €4,00 €2,00 €1,00 Revenue/customer arrived in Mar €7,00 €6,00 €5,00 Revenue/customer arrived in April €8,00 €7,00 Revenue/customer arrived in May €9,00 cohort analysis 1/2
- 14. Methodologie
- 15. be intentional
- 18. be intentional
- 19. 19 AARRR funnel ACQUISITION ACTIVATION RECOMMANDATION REVENUE RETENTION How did the users hear about the product? How did the users registered and onboard? Are users recommending the product? How much money do we make per user? Is a user returning to the product?
- 20. The customer lifecycle of a two-sided marketplace
- 21. The customer lifecycle of a SaaS
- 22. The customer lifecycle of a UGC website
- 23. The customer lifecycle of a Media website
- 24. The customer lifecycle of an e-commerce
- 25. The customer lifecycle of an app
- 28. things to remember: 1. Identify and prioritise from the customer’s point of view 2. Always pick the solution that maximises return over the shortest period of time 3. Define success before you run the test 4. If possible, reuse ressources 5. Try again and again, since nothing works at first!
- 29. Techniques
- 31. a) b)
- 32. a) b)
- 33. 33 “pull tactics” Content marketing: blogging, podcasting, white papers, infographics, webinars Social media SEO…
- 34. 34 “push tactics” Ads, promoswap, affiliate networks, direct sales
- 35. the CEO’s word “Le marketing tel qu’on le connait est mort, je ne crois plus en la pub” — FlashGap CEO
- 36. 36 product tactics Contact books, share buttons or tactics, Integrations API, Backlinks, Incentives…
- 37. a few other examples Facebook anti-churn, Youtube marketplace hack…
- 38. the ultimate goal: “aha” moment
- 39. 39 “Though the immediate cause of death in a startup tends to be running out of money, the underlying cause is usually lack of focus” - Paul Graham
- 40. Tools
- 41. The best “tool” presentation I’ve seen! Vincent Dignan
- 42. channels ❤ Targeting blogs Public Relations Unconventional PR SEO/SEM Social and Display Ads Offline ads Content marketing Email marketing Engineering as marketing Business development Affiliate programs Viral marketing Community building Sales Existing platforms Trade shows Offline events Speaking at events
- 43. get inspired crayon.co Landing Page inspiration littlebigdetails Useronboard Really Good Emails The last growth hacking list Petit Hacks GrowthHackers.com Best About Pages UX Myths
- 44. some pre-creation tips “Sign Up” > “Download Free” > “Start with your free forever account” > “Get Started”
- 45. some pre-creation tips Don’t sweat on small details in the beginning Bring traffic first
- 46. tools to create Tailor Brands Withoomph Balsamiq Invision Frontify Stocksnap Pixabay Chartgo Infogr.am Reaction gifs gifs.com Portent Coffitivity The Noun Project Place It Sketch Wix Squarespace
- 47. check your creations UX Checklist bit.ly/ch3cklist clickmindend.com/seo-checklist/ Mail-Tester Typosaurus Nibbler Woorank
- 48. tools to monitor the web mention google alerts keywordtool.io Buzzsumo ruzzit.com Google Trends ShareTally.co Site Alerts charlieapp.com discover.ly audiense.com websta.me fanpagekarma.com onalytica.com famebit.com leandomainsearch. com apptweak Alexa Similar Web Longtail Pro Crowdriff Call Competitor
- 50. tools to analyse Hotjar Google analytics VWO Mixpanel woorank Pop Corn Metrics baremetrics crazyegg bit.ly Users Think Optimizely StoreMaven Yoast Segment FollowerWonk
- 51. tools to be social Canva Text Cutie Buffer AdEspresso LinkedIn share (www.linkedin.com/shareArticle? mini=true&url=http:// yourwebsite.com) Reddit Later Tweepi Thunderclap Ninja Outreach snip.ly
- 53. tools to scrap & automate Zapier IFTTT Scrappy import.io Apifier Fiverr
- 54. some pre acquisition tips Product/Market fit comes first NPS are good to judge that “How likely are you to recommend…?” “How disappointed would you be if…?” -> 40%
- 55. The Dojo Story
- 57. some pre acquisition tips choose your channels from the easiest to the hardest, double down on the ones that work
- 58. some pre acquisition tips Set goals for each channel and try to predict the conversion rates template here
- 59. tools to acquire emails gleam.io Email Hunter Voila Norbert Rocket Reach http://snip.ly Scroll Box SumoMe MaitreApp
- 60. some places to pour your love bit.ly/5lack Traction List (archived link) Press Hour hey.press investorlist.co
- 61. tools to onboard smoothly appcues.com GifGrabber Hotjar Watchsend Social Locker
- 62. get support clarity.fm Send me an email :)
- 63. always more!
- 64. how to facebook 1. Use personal profiles for professional matters (notifs, groups, direct message etc.) 2. Use groups a lot 3. Make your own group, invite friends AND friends of friends (use the Facebook suggestions)
- 65. how to facebook 4. know the rules: Post Reach = interest for the poster x engagement of the post x type of post x creators influence x recency You have to be as good as a baby picture 👶 5. Use thunderclap 6. Custom audiences are a good start 7. Use fanpagekarma to find influencers
- 66. how to instagram 1. Find your ideal customer, screen his/her followers and flood the # they use (both posts and comments) 2. Put links in your profile and monitor it 3. Use audiense.com to find influencers 4. Regram cool stuff, with their permission and quoting them can be even cooler
- 67. how to twitter 1. Do as much as you can: follow, mention, RT, Like etc. 2. Use audiense.com to find influencers 3. Use tweepi and target followers of your competitors 4. 5 times the same tweet/article is ok, many many tweets per day is ok
- 68. how to pinterest 1. Find influencers with Onalytica or Famebit 2. Use their network and content
- 69. how to LinkedIn 1. Use groups, find them via https://www.linkedin.com/ pulse/discover or by searching for “top linkedin groups” 2. Mass post to connections and groups in batch of 20 thanks to www.linkedin.com/shareArticle? mini=true&url=http://yourwebsite.com 3. Build profiles that contain a CTA and automatically look at other profiles
- 70. how to Reddit 1. Join the groups of your niche 2. Take it slow, make friends, grab karma, be transparent and talk about your story 3. Scout for good content and discussions 4. Use imgur to find image content (what 9gag mods do all the time…)
- 71. how to do content management 1. Pay A LOT of attention to the headlines and thumbnails. Test them using bit.ly 2. Use buffer and/or Smarter Queue
- 72. how to do content management 3. Iterate from a basic diet: Sunday from 9am to 12pm -> nothing Monday to Thursday: 4 “money” posts at 10am Everyday: “fun” posts at 6pm Specific to twitter: 3 money tweets a day at 10am, 2pm and 6pm, 3 fun tweets a day at 11am, 4pm and 7pm From time to time: insta, pinterest and other peripheral networks + bailouts
- 73. is personal finance boring?
- 75. and many more… 1. the ultimate growth hacking sourcebook 2. petithacks 3. hackisition 4. growthhackers.com 5. the iOS app marketing strategy guide 6. …
- 76. some inspiration The Growth Tribe “AARRR” Dave McClure Chamath Palihapitiya “how we put Facebook…”
- 78. things I talked about during the lecture Squarespace Campaign URL Builder Wix My tutorial + themecloud.io Flycut