growth hacking - an overview by stefan frisch (english version)
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GROWTHHACKING MARKETING
or:Why marketeers of the future are going to be programmers
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READ!
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An overview based on the
book by
Ryan Holiday
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The times when
were different processes and parts of the company
are over!
product-
marketing
development
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What is growth hacking?
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What is growth hacking?• Marketeers that gave up traditional marketing for
testable, trackable and scaleable strategies.
• Their tools are emails, pay-per-click-ads, blogs and platform-APIs
• Instead of image and branding they focus on users and user growth
• They are inventors, operators and mechanics in their own growth machine based on sustainability
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It´s always the same in marketing since decades:
Who are my customers andwhere are they?
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Where marketing in former times was brandbased
there is now growth hacking
metric, mesurable and ROI-driven.
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growth hacking is more a mindset
than a tool!
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Step 1
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It all starts with
Product Market Fit (PMF)
Bring your product to market!
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So up your ass and
start!
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How do you get PMF?
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• Announce and look if there´s if there´s demand
• Blog about your product beforehand
• Write a fictious FAQ for the product you´re developping
• Write a hypthetical case study
• Write a fictious user manual
• Write a special user manual for each user group
How do you get PMF?
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People who think about something different then the perfect product
never will create a perfect product!
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Step 2
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Find the growth hack
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People don´t come to you by themselves, you have to pick them up
Don´t try to reach thousands, you just have to pick up the RIGHT ones!
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It´s okay to pick up the early adopters first…
in the cheapest way…
mesurable…Foto: www.flickr.com/photos/benwatts/ www.machtfrisch.de
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This is called:
Get more bang
for your buck
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The kick off
• Use sites, your potential customers are already on• Introduce yourself on these sites: „This is us, this is
what we do and this is the reason why you should send us an email"
• Upload a post to hacker news, quora oder reddit• Write a blog with a relevant subject and push your
product there• Use kickstarter as a presentation platform and try to
attract users• Use services like helpareporter.com to present stories
to journalists• Find your users one-by-one und invite them to
acostfree test or reward them with an incentive
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The kick off
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Examples for growth hacks
• Create some exclusivity by presenting an invite-only-feature
• Create hundreds of fake-profiles to produce the impression of a heavy using of your service
• Partner with a certain platform exclusivly
• Launch your service for a special target group first. After owning this group get on to the next one – and so on…
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Examples for growth hacks
• Host cool and special events that bring your customers to you
• Dominate an Appstore with your unique appfeatures
• Cooperate with well-known investors or advisors – not to get financed but for the buzz they create by being your guest or partner
• Name a building, a street, a boat etc. after your customer
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Beispiele für Growth Hacks
Fully concentrate on a starterset of
users, subscribers, readers, customers etc.
for your product
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Marketeers are not engaged in,
"Brandawareness" anymore, but simply in finding
loyal users
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Step 3
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Go viral!
Example: The Holsteen Manifesto
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Clearly spoken: It´s not about asking to share but to integrate very own sharing-functions inside your service!
There has to be a reason why one should share and a possibility to share very easily
inside the product itself…
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Step 4
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Close
the
circle!
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Get on, tweak, adjust, optimize
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• Find your mosat important parameters for growth and concentrate on them!
• Tweak these parameters, optimize programming code, adjust, get better!
• It´s all about keeping your customers tuned, keep them staying!
• Optimization to keep your customers is more important than growning a number of new customers!
Get on, tweak, adjust, optimize
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It´s much moreimportant to roll outnew features for the
existing customers thengenerating new customers!
There´s one other thing…
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In the future marketeers may use their budgets for optimizing their products then buying ads!
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In the end it´s all about getting customers…
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Everything that brings customers is marketing…
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In older marketing times wronng decisions were unbelievable expensive. Growth hacking is not without fail but definitely faults are much cheaper: change code and it´s done…
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Growth Hacking means:
Reaching customers with a measurable, scaleable, effective and data-driven method.
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• Test your product as cheap as possible
• Tweak and optimize your product based on the feedback you get
• Then launch your
• Systematicaly reduce access obstacles
• Use target media and platforms to generate your first users
• Look for a WOW-factor
• Buil an email-list
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So…
…start with
your own
growth hack!
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