acquiring users for cheap - the art and science of growth hacking
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By Ravi Trivedi | @trivediravi | [email protected]
Venture Investor [US]
Equity Analyst [US]
Digital Marketing [US]Online Division [US]
Startups, Investment, Technology
Build & Run Startups + Angel Investments
Digital Marketing
Digital Marketing [India, Malaysia, Singapore]
Software Developer
Engage Users With Browser Push Notifications
Product, Marketing [ Global]
What is Growth Hacking ?
Foundations for Growth Hacking
Three Steps to a Quick Marketing Plan ▪ Some Conversion Optimization Tips
▪ Free Tools to Do Research & Analysis
B) Drive Traffic Best Practices/Hacks
▪ Organic & Free Traffic
▪ Paid Traffic
Grow Rapidly with Limited Marketing Spend $$ It is a process and mind-set, and not a one time only tactic. Remember, true Growth Hacks are short-lived. You need to
keep finding new ideas. Try Contrarian Thinking [E.g. Facebook Like Campaign]
Marketing Tactics that have Elements of Growth Hacking
Inbound Marketing Conversation Marketing Organic Customer Acquisition
What Business You Are In ? [ Twitter 140 char] Who are you Marketing to?
Is It Targeted Enough?
Where can you find your Target Audience?
Is your market large, but still targeted?
Why is Messaging Important ? ▪ Bounce Rate. Good benchmark
Create Messaging For Target Audience
Broad messaging has poor conversion
OK to ignore a set of audience, as long as you reach target audience.
Don’t create messaging YOU want, create messaging for what the customers CARE about.
List all the places where your target customers are
Use Tools to analyze competitors dominant acquisition strategy
Analyze the 3 Tactics/Channel With Highest Expected ROI & Volume
Use keyword and other research to get to expected Volume/ROI.
Measure ROI of channels. Remove Channels that don’t perform
Next – some tools to help you with this analysis
Channel Volume [Clicks] ROI
Adwords 10,000 15%
Email 5,000 25%
Adwords Tool
GWT
Add Channels that perform
Always Be Testing
Don’t track Vanity Metrics. [90% GA Metrics] Track Actionable Metrics– Conversion, Churn.
If you want Big Improvement in Results, be ready to make Drastic Changes
Funnel Analysis What is the Funnel for your Business? What are the benchmarks for your industry
conversion▪ Lead Gen – Benchmark ▪ Registration Rate▪ Conversion on Ecommerce▪ SAAS : Free to Paid Conversion Rate
Have you Set Up Enable Event/Goal Tracking in GA Micro-conversions Are Valuable too
▪ Whitepaper download, Video watch, Newsletter Subscriber▪ How much value should I assign to each conversion
Visitors
Add to Cart
Checkout
• Tell me the Startup/Company/Website you run/manage
• Let us make a Quick Online Marketing Plan for your online business
Understand Your Target Market
Know Your Target Audience
Hone Your Messaging
Targeted Messaging
Drive Traffic
Growth Hacks
1. Post on Slideshare, Visual.ly,YouTube 2. Write Guest Blog Posts on Relevant
High Traffic Authority Sites3. Answer Questions on Quora/Forums4. Comment marketing5. Trend on Hacker News or Reddit6. Press Coverage
Remember YMMV, so test out each of theseHow to Create Original & Unique Content - Survey, Infographic
7. Start a Meetup/Facebook Group & Post there8. Post on Craigslist, OLX, Quikr9. Conduct Webinars 10. Create whitepapers for download11. Twitter – Piggyback on a relevant trending #, or
events12. Piggyback on large events in your space – PPC
ads13. Powered by “…” in SAAS companies
If you can predict what people will search today- you can find several hacks
1) You can create content ahead of time, so that you are found in SEO results
2) You can run advertisements on that search in Google and Facebook
How to Predict?
Source: PushEngage Aggregate Data, MailChimp* Signup at www.pushengage.com
* Source : Compete.com Research -2012
Getting #1 Rank in SEO = Growth Hack
Target Long Tail/Mid-tail keywords
Easier to Rank, due to low competition
▪ If you aggregate several Long tail/mid-tail keywords, they add up to good chunk of traffic.
▪ SAAS : Use FAQs as a way to target long tail keywords
▪ eHow.com : Built around long queries, mid tier traffic
▪ How to get a visa to India?
Ex: Ebay targets over 100 million keywords
Use “Structured Data” tags in content, for getting higher CTR [extra line in Search results]
Breadcrumbs
Use Rel=Author Tag
Rating
Speed of Page Load Impacts SEO Check your page loading at YSlow or Pingdom
Google PageSpeed Service.
Avoid Technical Errors [ Check GWT] Internal Linking
Link key pages internally
Link Building Don’t link to root domain only. Link to deeper pages
Don’t do Anchor text stuffing
Domain Diversity - Unique C Block Domains
High PR Domains
Follow Vs. No Follow Links
Speed of Link Building
• Retargeting (Display) + Search a recommended combination
Target Users That Have Visited Your Site Show them your Banner Ads To create list of users who have visited your site
Cookie using Google Analytics Cookie using Adwords
This Increases brand recall, and improves PPC performance by 10 to 30%
Improve CTR of your campaign by
Use SiteLinks [ Even if you are not in Top 3 position]
Google+ Link
One example
Keep Test Budget of Atleast Rs 5000 for each campaign to testKeep CTR of ads above 0.2%
Brighter & Large Images get Higher CTR.Use information from the Fan page/Other sources to determine what is trending/popular and use in Ad. Remember, Misleading Ad Copy Can Get Clicks, but poor Conversion
Pause Ads when Frequency >3 Frequency = Number of times a person sees the same ad
Pause Ads during low conversion periods = Midnight to morning. This alone boosts performance by 20 to 30%
Custom Audience Can Yield Very High Returns Can Run Ads against your database.
Look alike audience
Retargeting in FB also known to boost results
QuickSprout – SEO, Content Marketing
Search Engine Watch – SEO, PPC
Occam’s Razor –Analytics
1. Alexa/Similarweb2. SEOMoz3. Google Analytics4. Adwords Editor
Email: [email protected], @trivediravi