growth hacking 2.0
TRANSCRIPT
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THE ART AND SCIENCEOF FINDING CUSTOMERS FOR YOUR STARTUP… OR ANY BUSINESS
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CHRIS FRANKSFounder and CEO of MadSmarts
Twitter - @cefranks / @MadSmarts
http://madsmarts.com
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MAD SMARTS IS A DIGITAL MARKETING AGENCY THAT ASSISTS A SELECT NUMBER OF CLIENTS USING GROWTH HACKING 2.0 TECHNIQUES.
WEB DESIGN AND OPTIMIZATIONPAID ADVERTISING FUNNEL DESIGN AND
ANALYSIS
CONTENT / SEARCH COMMUNITY SOCIAL
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INTROPART 1
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R&D
MARK
ETIN
G
SALE
S
SUPP
ORT PRODUCT
BUSINESS SILOSTHIS IS HOW WE’VE DONE BUSINESS SINCE…FOREVER
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ENTERPRISESTARTUPS
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FOR DECADES BUYING BEHAVIOR HAS
BEEN PREDICTABLE
AWARENESS
OPINION
CONSIDERATION
PREFERENCE
PURCHASE
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FOR DECADES BUYING BEHAVIOR HAS
BEEN PREDICTABLEBRANDING ADVERTISING SALESMARKETING
AWARENESS
OPINION
CONSIDERATION
PREFERENCE
PURCHASE
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BUYING BEHAVIOR
UNPREDICTABLE
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B2BIf You Are Selling in to the Business to Business Consider This
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80%A Buying Decision is Made Before Talking To a Human Being.*
*Statistic is not sourced. It’s just something I heard some place and is likely bullshit.
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77 percent use Google search
84.3 percent check business websites
34 percent visit 3rd party websites
41 percent read user reviews
94 PERCENT OF BUSINESS BUYERS DO SOME FORM OF ONLINE RESEARCH
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73% of business executives said consumer behavior has changed drastically in the last three years.
74% said they do not fully understand the consumer changes under way.
80% said they believe that their companies are not taking full advantage of the opportunities these changes present.
CONSUMER BUYING BEHAVIOR HAS CHANGED DRAMATICALLY
Energizing Global Growth: Understanding the Changing Consumer
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CONSUMERIf You Are Selling in to the Business to Consumer Consider This
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The average number of information sources used by shoppers more than doubled from 2010 to 2013.
CONSUMER BUYING BEHAVIOR HAS CHANGED DRAMATICALLY
www.google.com/insights/
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http://www.internetlivestats.com/
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http://www.internetlivestats.com/
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WELCOME TO DAY 1 OF THE NEW WAY CUSTOMERS BUY
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GROWTH HACKER
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GROWTH HACKING
2.0
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DATAAPPLYING A STRUCTURED DATA CENTERED APPROACH TO ALL PARTS OF THE CUSTOMER ACQUISITION PROCESS
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THE NEW LAWS
PART 2
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NOW THIS IS THE LAW OF THE JUNGLE — AS OLD AND AS TRUE AS THE SKY; AND THE WOLF THAT SHALL KEEP IT MAY PROSPER, BUT THE WOLF THAT SHALL BREAK IT MUST DIE
Rudyard Kipling
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YOU’RE WRONG
#1
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FAIL FAST
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THINK#2
SMALL
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IF YOU CAN’T MEASURE IT;
IT DIDN'T HAPPEN
#3
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ALL MARKETING IS CONTENT MARKETING
#4
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ALL SALES IS CONTENT
SALES
#4A
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THE MOMENT YOU FIGURE IT OUT
#5
IT CHANGES
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Growth is a process
not a destination
enjoy the journey
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TOOLS
PART 3
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THE FUNNEL
#1
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PERSONA#2
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PERSONACREATES AN AMALGAMATION OF CHARACTERISTICS OF A TYPICAL CUSTOMER FOR YOUR PRODUCT OUR SERVICE
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HOLY TRINITY#3
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HOLY TRINITYSOCIAL ADS GIVE YOU THE GREATEST POWER FOR HYPER-TARGETING YOUR AUDIENCE
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HOLY TRINITYPROGRAMATIC ADS GIVE YOU THE POWER TO MATCH A MESSAGE TO A TOPICAL INTEREST
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HOLY TRINITYPPC GIVES YOU THE POWER TO SPEAK TO A PERSON AT THEIR MOMENT OF HIGHEST INTENT
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ANALYTICS#4
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SMALL
#5
TESTS
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A B
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TESTSA / B
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A B
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TESTS
MULTI- VARIANT
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A1 B1
A2 B2
Buy Now
A 1 Buy Now
B 1
LEARN MORE
B 2LEARN MORE
A 2
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PART 4
USING GROWTH HACKING 2.0 TO VALIDATE STARTUP
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IDEA
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WHEN DO YOU START VALIDATING YOUR IDEA?
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NOW
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http://www.internetlivestats.com/
NOW
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SOLVE THIS PROBLEMFIRST
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PERSONA
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WHAT’S THEIR NAME? WHERE DO THEY LIVE? WHAT IS THEIR FAMILY SITUATION? WHAT KIND OF CAR DO THEY DRIVE? DO THEY HAVE PETS? WHAT’S THEIR JOB TITLE? WHAT DO THEY LIKE ABOUT THEIR JOB? WHAT DO THEY HATE ABOUT THEIR JOB? HOW MUCH MONEY DO THEY MAKE? WHAT IS THEIR FAVORITE TV SHOW? WHAT IS THE LAST MOVIE THEY WENT TO SEE? WHERE DO THEY SPEND TIME ONLINE? WHAT IS THEIR GUILTY PLEASURE WEBSITE? WHERE DO THEY GO ON VACATION? IF THEY HAD AN EXTRA $1000 WHAT WOULD THEY DO? WHAT FRUSTRATES THEM?
PERSONA
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DRIVERSYOUR PRODUCT / SERVICE
DRIVERS ARE WHAT CONNECTS YOUR PERSONA TO YOUR PRODUCT OUR SERVICE.
DRIVERS CAN BE EMOTIONAL, LOGICAL OR INTUITIVE
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DRIVERS/
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‣ DEFINE YOUR QUESTION
‣ CREATE A HYPOTHESIS
‣ DESIGN YOUR TEST
‣ CREATE LIMITS (TIME)
‣ EXECUTE TEST
‣ REVIEW RESULTS
‣ REPEAT
BUILD A TEST
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BUT WHAT TEST?
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ART
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A CASE STUDY
PART 5
STRATEGIES FOR A STARTUP
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UNDERPANTS
GNOMES
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BOBCOMFORTSTYLE
UnderpantsOnsale.com
BUY BUY BUY
$ORG
SOCIAL
PPC
PROGRAMATIC
ORG SOCIAL
SEARCH
CONTENT
A WORLD OF POSSIBILITIES EXIST TO DELIVER TRAFFIC TO YOUR SITE. CHOOSE THE ONE THAT MATCHES BEST WITH YOUR PERSONA.
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BOB
UnderpantsOnsale.com
BUY BUY BUY
STYLE
WE BELIEVE THAT THE EASIEST CHANNEL TO COMMUNICATE WIT BOB IS THROUGH FACEBOOK PAID ADS.
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BOB
UnderpantsOnsale.com
BUY BUY BUY
STYLE
A B
USE A/B TESTING TO TEST YOUR ASSUMPTIONS AND OPTIMIZE THE PERFORMANCE OF YOUR AD.
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BOB
UnderpantsOnsale.com
BUY BUY BUY
STYLE
A B
UnderpantsOnsale.com
BUY
LANDING PAGE FOCUSED ON THE
“STYLE” DRIVER
LANDING PAGES ARE SIMPLY SIMPLIFIED VERSIONS OF YOUR WEBSITE THAT TAKES A SINGLE PERSONA DIRECTLY TO THE CONTENT THAT THEY CARE ABOUT MOST.
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BOB
UnderpantsOnsale.com
BUY BUY BUY
STYLE
A B
UnderpantsOnsale.com
BUY
BUY
A B
USE A/B TESTING WITH MULTIPLE VERSIONS OF YOUR LANDING PAGE TO OPTIMIZE YOUR LANDING PAGE PERFORMANCE.
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CASE STUDY 2
PART 6
STRATEGIES FOR AN EXISTING COMPANY
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SOLVE THIS PROBLEMFIRST
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SOLVE THIS PROBLEMFIRST
TH
IS IS
PRE
TTY
IM
PORT
ANT T
OO
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DEMAND CREATION
DEMAND FULFILLMENT
PRODUCT / SERVICE
GOOD COMPANIES
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DEMAND CREATION
DEMAND FULFILLMENT
PRODUCT / SERVICE DELIVERY
GREAT COMPANIES
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YOUR WEBSITE
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PPC
SEO
BLOG CONTACT FORM
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CONVERSION RATIOSHOW MANY PEOPLE VISIT YOUR SITE IN A DAY (OR A WEEK)?
HOW MANY PEOPLE FILL OUT THE CONTACT FORM?
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CONVERSION RATIOS
HOW MANY PEOPLE VISIT YOUR SITE IN A DAY (OR A WEEK)?
HOW MANY PEOPLE FILL OUT THE CONTACT FORM?
= %
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VOODOOPART 7
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HACKING THE GROWTH HACKER
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LISA- ‣ 32 YEARS OLD ‣ LIVES IN STAPLETON ‣ WITH HER HUSBAND AND 2 DOGS BOTH GOLDEN
RETRIEVERS. ‣ NO KIDS. ‣ DRIVES A MINI COOPER. ‣ RECENTLY STARTED HER FIRST BUSINESS
SELLING BOUTIQUE FACIAL PRODUCTS ONLINE AND IN FARMERS MARKETS.
‣ INTERESTED IN LEARNING MORE ABOUT BUILDING COMMUNITY THROUGH ORGANIC SOCIAL.
DRIVERS- ‣ NERVOUS ABOUT THE IMPENDING LEAP FROM
DAY JOB TO PASSION JOB. ‣ COMPETITIVE ‣ WANTS TO FEEL CONNECTED TO HER CUSTOMERS
NEW PERSONA FOR MADSMARTS
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