growth hacking 2014 – 1/23/14 – seattle, wa #gh14
DESCRIPTION
A high impact gathering of B2B small businesses in Seattle. This is no schmooze-and-snooze conference. Two hours that will supercharge your business. http://growthhacking.pipelinedeals.com/TRANSCRIPT
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First things first
• Thank you for the space!
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Tonight• - Quick Primer and Background on “Growth Hacking”
• - One Simple Tactic
• - Goal for Tonight
• - Expectations
• - On with the show!
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“Growth Hacking”
• What did you just say?
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Where it all started
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Ninja Rockstar Pirates
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How Sean defined it in 2010
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• “A growth hacker is a person whose true north is growth.” - Sean Ellis, CEO of Qualaroo
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• “A common characteristic seems to be an ability to take responsibility for growth and an entrepreneurial drive.”
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• “A burning desire to connect your target market with your must have solution”
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• “Creativity to figure out unique ways of driving growth”
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• Effective Growth Hacker:
• - Process of idea prioritization
• - Test the ideas
• - Analytical enough to know winners vs. losers
• - Repeat process quickly.
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One Simple Tactic
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The crew @
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Leadership Team Goal:10 customer meetings
per month
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My goal for you tonight
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Expectations
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- Short format- High value- Take home a few winners- Do them tomorrow or at least sometime soon
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First Up
• Michael Elliott, CEO
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HONEY IHONEY I’’M HOME(PAGE)M HOME(PAGE)
Presented by
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Michael Elliott
206.254.0248
www.rocketdog.org
YOU NEVER GET A SECOND YOU NEVER GET A SECOND CHANCECHANCE
TO MAKE A FIRST IMPRESSION. TO MAKE A FIRST IMPRESSION.
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Michael Elliott
206.254.0248
www.rocketdog.org
DONDON’’T BE A T BE A STRANGERSTRANGER
Make sure you understand what your audience needs and wants
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Michael Elliott
206.254.0248
www.rocketdog.org
KEY ELEMENTSKEY ELEMENTS
Who are you?
What do your customers want/need?
What do you or your product do?
How easy is it for them to use your Website?
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Michael Elliott
206.254.0248
www.rocketdog.org
TASTY SAMPLESTASTY SAMPLESThe Good, Bad, and Ugly of Homepage Design
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Michael Elliott
206.254.0248
www.rocketdog.org
EFFECTIVE PAGE EFFECTIVE PAGE DESIGNDESIGN
Understand your customer and make it EASY for them.
Easy navigation, users are impatient
Content is King. Make sure it is SEO ready
Strive for simplicity
White space is your friend
And last but not least, what is YOUR goal for the customer
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
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Michael Elliott
206.254.0248
www.rocketdog.org
IF YOU HAVE TOIF YOU HAVE TO
CHOOSECHOOSESPEND MORE TIME ONSPEND MORE TIME ON
DESIGNDESIGN
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Michael Elliott
206.254.0248
www.rocketdog.org
ENSURING SUCCESSENSURING SUCCESSCustomers are viewing your site on
multiple devices
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Michael Elliott
206.254.0248
www.rocketdog.org
• Michael Elliott
THANK YOUTHANK YOU
michael.ellio
tt
michaelelliot
t
rocketdogcom
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Next Up
• Adam Baggett, Project Manager
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https://www.youtube.com/watch?v=ZUG9qYTJMsIDollar Shave Club
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Next Up
• Mike Kichline, President
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visit us: www.yesler.com | follow
us:
Buyer personas: Get to know your buyers better
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• Why you need them
• Definition of buyer personas
• How to create them
• How to use them
Agenda
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the yesler b2b marketing framework
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• 93% of B2B buying decisions start with online research. -Marketo
• An average of 9 informational assets are downloaded during the
purchase process. -IDG
• Almost 95% of recent B2B purchasers said the solution provider they
chose “provided them with ample content to help navigate through each
stage of the buying process.” - DemandGen
• Industry research indicates that buyers are 2/3 of the way through their
purchase process before they even engage with a salesperson. -Forrester
Research, Inc.
• 55% of buyers think salespeople are only somewhat prepared or not
prepared for initial meetings. -IDC
• Buying teams, especially those in midsize and large companies, continue
to increase in size. -IDC
Marketing voices
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A composite picture of the real people who buy, or might buy, products like yours, with detail about
•Their problems
•Their points of view
•Their behaviors
•When and how they make decisions.
What is a Buyer persona
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By personalizing the buying journey, buyer personas take into account the fact that your product is purchased by individuals, not by demographic groups or target markets.
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How to create Buyer personas
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•Interview prospective buyers and customers
•Reach out to sales teams
•Talk to customer support
•Review win-loss reports
•Monitor select social media channels
•Drill into campaign data
Sources of information
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•What motivates this buyer?
•What does success looks like
•Common disqualifiers
•Communication channels
•Roles in the buying journey
•Content prescriptions
What you need to know
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Buyer persona Content Map
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THANK YOU
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Last, but not least
• Rand Fishkin, Wizard of Moz
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5 Growth Hacks Sustainable
Web Marketing TacticsRand Fishkin | tweet @randfish | slides on
Slideshare.net/randfish
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Why I Hate Growth “Hacks”
A: Built to “beat the system” or “exploit a weakness” rather than work within it B: Usually don’t last, and lose their effectiveness once they’ve been abusedC: Create a psychological bias against investing in long-term marketing strategies
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That’s Why I’m Going to Talk
About:
Sustainable, scalable web marketing tactics you can use over the long term.
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#1 SEO on Someone Else’s Website
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http://moz.com/blog/why-you-might-want-to-do-seo-on-someone-elses-site-whiteboard-friday
This is amazing!
This sucks.Doing SEO on another site can yield greater credibility. Plus, it’s often easier because they have higher domain authority and you’re less self-promotional.
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#2 Visuals in Your Social Sharing
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http://blog.hootsuite.com/social-media-storytelling-4/
This is amazing!
This sucks.
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#3 Video Snippets, Embeds, & Metrics w/ Wistia
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http://wistia.com
This is amazing!
This sucks.
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http://wistia.com
These are both amazing!
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#4 Crowd-sourcing the answers to insidiously hard questions
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http://blog.folyo.me/how-much-does-a-website-cost-and-other-pricing-questions/
This is amazing!
So is this.
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#5 Asking Qualified Visitors Why They Didn’t Convert
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http://www.conversion-rate-experts.com/seomoz-case-study/
We asked these people what objections they had to trying the product, then made a landing page to address them.
We asked these people what objections they had to trying the product, then made a landing page to address them.
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Here’s to Better Marketing!
Find Rand on the Web: Blog, Twitter, Facebook, Google+
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Downloads
slideshare.net/pipelinedeals
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#GH14 Recap
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