growth hacking tactics for 2015: hands-on workshop san francisco

Desire n

Sponsors

Growth Hacking Tactics for 2015

Nate Desmond Growth Marketer

Adecco at YouTube

Agenda

•  Intro: Growth Hacking Frameworks •  Content Marketing Tactics •  Webinars (Guest: Vasil) •  Growth Challenge •  Email Marketing •  Conversion Optimization (Guest: Jack) •  Concluding Thoughts: What I Expect in

2015

About Me

I’m a growth professional who is fascinated by the intersection of marketing, data, and product design. I write to share my learnings with others, but my main focus is on practicing and testing various growth principles. Currently work on the growth marketing team at YouTube.

Getting Your First 1000 Users

The Mindset of a Growth Hacker


‘A growth hacker is a person whose true north is growth.’

-  Sean Ellis Dropbox, LogMeIn, etc

Growth marketers focus on…


creative marketing



for the customer’s entire life.


To do that, we use data


Privacy is

CRITICAL


We also talk to our customers


Surveys


Customer Support


All to identify problems

(i.e., opportunities)


Hypothesize solutions


And test the results


Then repeat


Five Takeaways

• Focus on growth • Talk with your customers • Study the data •  Iden8fy problems • Find solu8ons


Growth marketing

frameworks


Framework #1 Your customer’s lifecycle


Acquisition


GrooveHQ: Once acquired 1k email subscribers in one blog post


Activation


Twitter: New users who follow others become more engaged


Retention


Evernote: Activated users almost never leave


Referral


Dropbox: Referrals increased their signups by 60%


REVENUE!


Facebook: Made $1.60 per user in Q2 2013


Framework #2 Your company’s lifecycle


Product/ Market Fit


Currently in product/market fit stage: Oyster


Achieved: 40% of customers would be “very disappointed” to lose access


Transition to Growth


Currently in transition to growth stage: Buffer


Achieved: Continues indefinitely.


Growth


Currently in product/market fit stage: Growth


Achieved: when scalable growth engine has been built


Three Takeaways

• Measure flow through stages • Know which stage to focus on • Know your company’s stage


Deep Dive: Content

Marketing


How do you convert readers to customers?


River Pools used content

marketing


Reach The

Right People


To do content marketing yourself…


#1 Know Yourself


‘If you know your enemies and know yourself, you will not be imperiled in a hundred battles.’

- Sun Tzu


What will you measure?


#2 Write Like It Doesn’t

Hurt


Outline


Stories


Polish


#3 Prepare for Publication


Headlines


Highlight Key Quotes


Pictures


Snopes Yourself


Try Various Formats


#4 Promote To Pieces


Email People You Mentioned


Ask Friends To Help


Overshare


Four Takeaways

• Know what success looks like • Make each ar8cle amazing • Market every ar8cle to death • Repeat: success is a road, not a gate


It’s Hard, But Worth It


Market Segmentation For

Fun And Profit


Who’s Paul McCartney?


Who’s Your Target Market?


Test Market/ Channel Combinations

Desire n

Sponsors

Webinars Lean Demand Gen & How to Convert

Leads Into Customers

Vasil Azarov CEO

Startup Socials

Desire n

REGISTER FREE>> bit.ly/Growth2015

Recommended Webinar

Desire

REGISTER FREE>> bit.ly/Growth2015

Webinars Lean Demand Gen & How to Convert

Leads Into Customers

Vasil Azarov CEO

Startup Socials

Agenda

•  Why Webinars? •  4 Building Blocks Of A Successful Webinar •  How To Promote •  How To Convert •  Webinar Hacks

Why Webinars?

#startupmarketingconf @vasilazarov

Why Webinars?

Brand Awareness

Why Webinars?

Thought Leadership

Why Webinars?

List Building

Why Webinars?

Loyal and Qualified Leads

Why Webinars?

Conversion Rate

4 Building Blocks Of A Successful Webinar



#1 Community


#2 Topic+ Speaker/Thought Leader


#3 Marketing/Distribution


#4 Experience/Execution

Webinars: How to Promote


Email List

Webinars: How to promote

Website/Blog


Facebook Ads + Groups


Partner Network


Webinars: How to Convert



Attention


Interest


Desire Desire


Desire Action


Desire n Indirect Sell: Follow Up


Desire “I don’t sell often, but when I do… I SELL HARD.” -Derek Halpern, Social Triggers

Webinar Hacks #startupmarketingconf

@vasilazarov

Meetup

Webinar Hacks

EventBrite

Webinar Hacks

Linkedin

Webinar Hacks

Personal Touch

Webinar Hacks

Webinar Hacks

Generate Buzz

Key Takeaways

Build

Promote

Convert

Innovate

THANK YOU!

#startupmarketingconf

STAY IN TOUCH!


[email protected] (415) 902-8155 mobile twitter @vasilazarov www.linkedin.com/in/vasilazarov facebook.com/vasilazarov Skype vasil.azarov


Growth Challenge:

Your Target: 10,000 available rentals by end of year

Price: $300-‐$700 Idea: Airbnb for boats Constraints: Focus just on geOng more boats available for rent


Deep Dive: Using Email

Lists To Convert


#1 Write Killer Copy


Subject Line


One Goal


Create Your Style


Most Readers Skim


Clear Call-To-Action


A/B Test Variations


#2 List Hygiene


Keep It

Warm


Remove Inactive Users


#3 Going Advanced


Segment Your List


Automate


Four Takeaways

• Put the user first • Keep it simple • Make each email an A/B test • Do you even automate?

Funnel Optimization What is the best path from A to B?

Jack Macy Co-Founder

CSTMR

Agenda

•  Funnels & collecting data •  Foundation for optimization •  Collecting input and feedback •  Setting a baseline for your goals •  Testing and optimizing

About Me

Jack Macy Co-Founder of CSTMR Product and UX Design Lead •  UX / Visual / Product designer at heart •  Intersection of marketing and product •  Lots of time spent in analytics, testing

Funnels

Goal: Get from A to B Funnels goals are diverse

•  Create an account •  Sign up •  Buy something •  Upgrade •  ‘Follow’ Us •  Subscribe •  Choose a plan •  or just start playing/interacting •  ….and many more.

User Data

REQUIRED

1

What data is absolutely required to

meet your goal?

IMPORTANT

2

What data is really important but isn’t

required?

NICE-TO-HAVE

3

What data is not critical but would be

nice to have?

3 Data Buckets

User Data

SOME vs ALL

Do you ask for bits of data one step at a time or all at once?

# OF STEPS

Do you break up data collection over

multiple steps or all in a single step?

3RD PARTY

Are you able to pull data from other sources – social graphs, data

providers, etc.?

Collecting the Data

User Data

User data

Track Everything

Step Completion Actions & Events

1 2 3 !

Build It

Start with a Hypothesis •  Based on your context/market •  Based on your audience •  Mimic growing, successful, testing-oriented

companies •  Competitive research •  A/B testing case studies

•  Use familiar elements and patterns •  Start with one funnel

Validate

Get Feedback: Early & Often •  Test your assumptions at every step

•  wireframes •  design mock-ups •  prototype •  in-person or remote user testing •  version A vs version B

•  Quickly identify problem areas and improve before you build

Funnel Baseline

VISIT / USAGE

Channels Segments Behavior

Goals

CLICKS

Distribution Heatmaps Click maps

EVENTS

Form fields Button taps/clicks

Navigation

Baseline Data: Quantitative

Funnel Baseline

RECORD SESSIONS

Watch users mouse movements, scrolling, clicks as they move through your site.

USABILITY TESTS

Ask users to complete tasks, narrate out loud,

and share their first impressions.

Baseline Data: Qualitative

FEEDBACK

Fresh feedback from real users via surveys

and your support desk tickets.

Testing

If we change _______ , users will more often ________ .

Form a Test Hypothesis

1

BASIS

Problems areas seen in data and potential wins

from best practices.

TEST PLAN

Test large and small deviations along a test plan (e.g. start wide then narrow)

Testing

A/B TESTING

Pick the right platform for the job Limit your testing within the funnel

Follow statistical significance Test new users

It’s Test Time!

Testing

LAYOUT

Ordering of options Left v Right

Hide/Show elements Full page layouts

CONTENT

Headlines Video

Reassurance/Trust Long v Short

What to test?

OFFERS

Pricing & discounts Special terms Time-sensitive Use of “free”

FORMS

All vs Some data # of Steps

Types of inputs

CTAs

Copy Tests Button variations Arrows & icons

DESIGN

Colors Photos & graphics

White space

Testing

Test Again … and Again … •  Follow a testing plan over time •  Next comes segment and audience testing

•  channels •  campaigns •  geo •  device •  referring source •  … and review your data for

underperformers •  Create unique funnels as needed

•  distinct funnels or one dynamic funnel

Key Takeaways

1. Set up good, reliable ways to measure your funnel performance.

2. Utilize quantitative AND qualitative data

•  Watch people use your site/app!

3. Build an informed hypothesis for your funnel and tests.

4. Put together a test plan and gather great ideas.

5. Refine methodically over time.


Concluding Thoughts:

What I Expect in 2015


Personalization will be taken further than

ever before


Transparency will not be optional


Content marketing will grow


Relational will trump transactional


Big data becomes big insights

THANK YOU!


STAY IN TOUCH!


Vasil @vasilazarov

Nate @natedesmond

Jack @ycamjak