craft your marketing to-do list like a growth hacker
Post on 18-Oct-2014
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DESCRIPTION
Instructor: Shelley Steigerwald It’s easy to get lost in the marketing weeds. Social media, email, webinars, blogs, website updates, infographics, referral campaigns, events, contests, PPC, PR, SEO … What should you do first? How should you spend your limited limited resources for maximum impact? This class will help you prioritze, allocate your budget, and write your marketing plan like a growth hacker. It will be particularly helpful for entrepreneurs and startuppers who haven't done this before, but seasoned marketers will also learn some handy shortcuts and tricks to the trade. What You'll Learn How to hack your Customer Lifecycle to find the best marketing channles for your company. How to prioritize your marketing to-do list like a growth hacker. How to measure, optimize, and win during each phase of your Customer Lifecycle.TRANSCRIPT
Growth Hacker
CRAFT YOUR MARKETING TO-DO LIST LIKE A
SHELLEY STEIGERWALD @shels te iger
WHAT IS GROWTH HACKING?
WHAT IS GROWTH HACKING?
It’s just MARKETING!! – Angry people on Twitter
It’s what everyone in a startup does. – Entrepreneurs
It’s “taking responsibility for growth with an entrepreneurial drive” – Sean Ellis, startup-marketing.com
It’s “when growth is one of your marketing objectives and someone is solely assigned to that objective.” – Muhammad Saleem, MarketingLand.com
CREATIVITY TECHNIQUE
Immerse yourself in the problem, and entertain all
solutions.
Understand the context, use the tools, and assess
results.
1. Business Life Cycle
BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
BUS INESS/PRODUCT L I F E CYCLE CUSTOM
ERS
TIME
BUS INESS/PRODUCT L I F E CYCLE
IDEA GO-‐TO-‐MARKET MATURITY RENEWAL GROWTH
CUSTOM
ERS
TIME
2. Customer Life Cycle
THE FUNNEL
TWO WORLDS COLL IDE
HOW THE
Business SEES IT
HOW THE
Customer SEES IT
It’s my sales funnel!
It’s my decision!
FORRESTER ’ S SOLUT ION
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
EXAMPLES
Active Search keywords Ask for a referral Participate in online discussion Passive See media coverage Attend events Experiencing the problem
DISCOVER EXPLORE BUY ENGAGE
EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
Website content Validation from network Sales pitches Read Yelp reviews
EXAMPLES
DISCOVER EXPLORE BUY ENGAGE
30-day free trial Select package Email confirmation with receipt Create an account or checkout as a guest
CUSTOMER L I F E CYCLE , MOD I F I ED
DISCOVER EXPLORE BUY ENGAGE
TRUST
LEVERAGE POINTS
3. Leverage Points
FINAL TIPS
• Measure with discipline
• Growth vs. Scalable growth
• Black-hat vs. white-hat tactics
• Collaborate
RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
RECAP
• Growth hacking is a piece of Marketing • Study the craft
– Business Life Cycle – Customer Life Cycle
• Look for leverage points • Structure time to be creative • Test, measure, analyze
…and now you’re a Growth Hacker!
LEVERAGE POINTS
Q&A
