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Marketing for Growth
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Growth Marketing

  1. 1. Growth Marketing/Hacking How to go from 0 to Millions of users?
  2. 2. A bit about me…..  Digital marketing professional for the last 20+years  Have led various digital marketing agencies across WPP & Omnicom  Currently co-founder of Chalkcheese.ai and also a consultant to startups and corporations alike.  Trendspotter and marketing technologist  Love Music & Driving  LinkedIn: https://www.linkedin.com/in/digvine/  Twitter: @beeraajaah
  3. 3. In 1996 co-workers Sabeer Bhatia and Jack Smith planned to start a company called Javasoft
  4. 4. And so Hotmail was born….
  5. 5. But Hotmail’s launch was unimpressive
  6. 6. Their growth strategy was buying billboards and radio ads
  7. 7. PUT ‘PS: I LOVE YOU. GET YOUR FREE E-MAIL AT HOTMAIL’ AT THE BOTTOM OF EACH E-MAIL.
  8. 8. Within Hours, Hotmail’s Growth Took The Shape Of A Classic Hockey Stick Curve They started averaging 3000 users per day
  9. 9. Within 6 months, they were up to 1 million users
  10. 10. Five weeks later, they hit the 2 million user mark
  11. 11. In one case, Bhatia sent one email to a friend in India Within 3 weeks hotmail had 300,000 users in india
  12. 12. So what is Growth Hacking?
  13. 13. GROWTH HACKING IS A SET OF TACTICS AND BEST PRACTICES FOR DEALING WITH USER GROWTH  How do I get more users?  How do I measure effectiveness of new features?  How do I get more users to be active?  What is our AHA moment?  How do I increase LTV of a user?  How do I reduce churn?
  14. 14. TO BE ONE…  OBSESS OVER DATA  Know your customer exceptionally well.  Measure everything.  CREATIVITY  Think different.  Push the limits.  CURIOSITY  Learn early, learn often.  Poke around.  DIRTY HANDS  Get in at the code & product level.  Make, launch and break stuff.
  15. 15. VIRAL GROWTH LANDING PAGE OPTIMIZATION COPYWRITING SEO ADVERTISING EMAIL MARKETING REFERRAL PR BEHAVIOURAL ECONOMICS ANALYTICS
  16. 16. People want to see growth like this
  17. 17. But in reality it looks more like this
  18. 18. The Startup Curve
  19. 19. Startup = Growth
  20. 20. MOST COMPANIES ONLY TRACK THREE THINGS
  21. 21. THOSE METRICS AREN’T VERY HELPFUL! (The magic is what happens in between)
  22. 22. THE KEY IS TO MAP OUT THE USER LIFECYCLE FOR YOUR PRODUCT
  23. 23. THE LEAN MARKETING FUNNEL
  24. 24. LET US SEE IT IN ACTION
  25. 25. ACQUISITION
  26. 26. ACTIVATION
  27. 27. RETENTION
  28. 28. RETENTION
  29. 29. REFERRAL
  30. 30. EACH STEP OF THE LMF CORRESPONDS TO A USER STATE
  31. 31. GROWTH HACKERS IDENTIFY TACTICS & BEST PRACTICES
  32. 32. A/B TEST
  33. 33. CAN YOU GUESS THE RESULTS? WINNER! 37.5% INCREASE IN SIGN-UPS
  34. 34. ANOTHER A/B TEST WINNER! 102.5% INCREASE IN SIGN-UPS
  35. 35. UNBOUNCE AND OPTIMIZELY ARE AMAZING TOOLS FOR EASILY CREATING AND TESTING LANDING PAGES
  36. 36. YOU OFTEN NEED TO PERFORM 15-20 TESTS IN ORDER TO FIND 1-2 MAJOR IMPROVEMENTS
  37. 37. SOME QUICK WINS
  38. 38. MEASURE HAPPINESS NPS – NET PROMOTER SCRORE 1
  39. 39. TWO POPULAR TOOLS TO USE
  40. 40. CREATE MORE LANDING PAGES 2
  41. 41. EACH PAGE SHOULD BE 90% UNIQUE  Use different offers  Target different customer segment  Highlight different unique selling points  Send paid ads to targeted landing pages and NOT your homepage
  42. 42. REMOVE LINKS FROM LANDING PAGES 3
  43. 43. THE DIFFERENCE…
  44. 44. GROUPON SHOWS A DIFFERENT PAGE DEPENDING ON HOW YOU GET THERE
  45. 45. AMAZON REMOVES ALL LINKS ON ITS CHECKOUT PAGE
  46. 46. 4 SPILT THE ASK
  47. 47. PUT YOUR CTA IN THE RIGHT PLACE 5
  48. 48. REPEAT YOUR CTA ABOVE AND BELOW THE FOLD 6
  49. 49. INTEGRATE COUPONS WITHIN SIGNUPS 7
  50. 50. USE EXIT INTENT POPUPS 8
  51. 51. ADD BONUS TO YOUR OFFERING A PRODUCT + BONUS HAS A HIGHER PERCEIVED VALUE THAN THE SAME TWO PRODUCTS BUNDLED TOGETHER 9
  52. 52. GIVE SYMMETRIC BONUSES 10
  53. 53. OPTIMIZE YOUR REFERAL LANDING PAGE 11
  54. 54. SEND RE-ENGAGEMENT EMAILS
  55. 55. HOW TO GET STARTED?
  56. 56. ESTABLISH PRODUCT MARKET FIT
  57. 57. ADOPT GROWTH HACKING MINDSET  Blend Product & Marketing  Experiment Day & Night  Commit and relentless focus on growth  Create a growth team  Marketer  Product person  Engineer  Sales
  58. 58. INSTALL FUNNEL ANALYTICS
  59. 59. START EXPERIMENTS Milk every experiment for what it’s worth!
  60. 60. UNDERSTAND YOUR BUSINESS NUMBERS  And then activate your growth machine  GROWTH can also kill a business  “Nothing kills a bad product faster than good advertising”
  61. 61. GROWTH HACKING COULD BE OTHER THINGS TOO…  ZAPPOS – Insane customer service  Sent flowers to a woman who ordered 6 pairs of shoes due to a health problem  Got shoes from a rival store for a woman staying at a hotel when Zappos ran out of stock  Overnighted a pair of shoes to a best man  The longest customer call reported is 10 hours and 29 minutes
  62. 62. AIRBNB CRACKS THE PHOTO CODE
  63. 63. THANK YOU! Do reach out if you need any further info….

Notas del editor

  • Let me start by telling you a story….

    They were afraid that their bosses would catch them, so they built a web-based email system.
  • They raised some funds…
  • Context - There were only 70 million internet users at the time)
  • Saw that listings with pro photos received 2-3x more bookings.

    Result:

    Went from 20 photographers in the field in 2011 to doing 5,000
    shoots per month.

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