20 new ways to unlock revenue

vincent@magnific.com
20 new way to unlock revenue
Tweet me throughout my talk:

100-date WORLD Tour
Salt Lake City, Utah | Victoria + Vancouver, Canada
Austin + Dallas + Houston + SXSW, Texas
Boston, Massachusetts | Denver + Boulder, Colorado
L.A. + San Francisco, California | Manhattan, NYC
Redmond + Seattle, Washington | Chicago, Michigan
Cologne, Germany | Rome + Genoa, Italy | London, UK

In Germany they wouldn’t laugh at my jokes

Too many people came to see me in London
There I
am!

Http://bit.ly/secretsaucenow
Biggest-selling
growth hacking
Product in the
history of
crowdfunding
$100,000+
In
pre-orders

I TEACH PEOPLE HOW TO
GROW THEIR COMPANIES
USING INSANE TACTICS

YOU HAVE A 90%
CHANCE OF FAILING
USING THESE
METHODS

THOUGHTS YOU ARE GOING TO HAVE TODAY
1. That won’t work
2. That won’t work for me
3. That seems like a lot of work
4. I don’t think that’s worth the ca$h
5. I can’t do that! People will hate me

TRY THESE THINGS OUT!
I have not been successful if you watch this. I am successful if you TRY/DO these
things and it gives you benefits, even if the benefits are just learning them.
You don’t learn by consuming content, you learn by doing: “I tried this, and..”
Rather than “I read about this, I know how it works” - Common failure

YOU WILL FAIL IF YOU DON’T KNOW THE BELOW:
1. Who your target audience is
2. Where they hang out online
3. *WHAT PROBLEMS THEY HAVE* - You need to tap into conversations they
are already having in their head. You must bring up those problems, then
solve them. This is the ONLY way to talk to users. Don’t assume they have
what you want- find out what they want and frame accordingly. You will
FAIL if you don’t get this part right
- Only once you have the above, do you even THINK about using the
following strategies.

CHOOSE RIGHT CHANNEL OR DEATH
- Need 100,000 users? Instagram follow/unfollow won’t help you
- Mainstream E-Commerce product? You’ll need deep pockets for ethical SEO
- $300 a month for Facebook Ads for low-priced, high number of customers?

GROWTH HACK TOWARDS $1 MILLION, HUNTING:
$100,000 X 10 CUSTOMERS Hunt elephants
$10,000 X 100 CUSTOMERS - Hunt deer
$1000 X 1000 CUSTOMERS - Hunt rabbits
$100 X 10,000 CUSTOMERS - Hunt mice
$10 X 100,000 CUSTOMERS ($50 X 20,000 CUSTOMERS) - Hunt flies

I APPRECIATE YOU COMING OUT/MY PROMISES TO YOU
By the time you leave here tonight:
- You’ll understand what growth hacking is & growth
strategies you can set up tomorrow

The main rule of growth hacking
“Grow fast or die slow” - Samir Patel

1. You do not talk about growth hacking

2. You do not talk about growth hacking (investors/public)

2. You do not talk about growth hacking (investors/public)
3. Speak to customers & define messaging before you go viral
Read “The Mom test” (I can send it to you)

UX: “If the user can’t use it, it doesn’t work”
UX
9

0. Tailorbrands.com: Create a free logo today!
Also: Logaster.com

1) UXMYTHS.COM - Don’t believe the hype

2) Balsamiq creates mockups the easy way

3) KEEP YOUR SIGNUP TOTES SIMPLE
-One thing to type into/click only!

3.5) Keep user onboarding easy
1) Auto-login after signup
Jump right into product :)
2. Send personal email
Within 24 hours (or even right away), send them a
personalized email asking them specifically why they signed
up.What made them pull the trigger? This is extremely
important data as you want to make sure that your product is
delivering what your marketing messages are promising.

4) UX CHECKLIST via Github:
http://bit.ly/UXPLZ

5) The 5 best call-to action buttons
1)
2)
3)
4)
5)

6) See where your visitors hover/click
http://bit.ly/cr8zyegg - Free 90 day trial!

7) helps you A/B test key messaging

8) You need this website checklist in your life:
http://bit.ly/ch3cklist

9) Analytics tells you what people do on your
site. Qualaroo tells you WHY

10: Test your site
with just 5 different people
“5 users can pick up 85% of User
Experience Issues” -Neilsen Study
http://usersthink.com

The 10 rules of growth hacking
4. Investigate & map channels easiest - hardest

5. Set S.M.A.R.T. goals
- Specific
- Measurable
- Achievable
- Relevant
- Time-based

Plan out every single user!
You can download the above template here.

Advanced level: Detailed as f*** for every part of the funnel

6. Read the basics for your channel(s) on growthhackers.com
https://growthhackers.com/must-read/

7. Don’t sweat the small things on day one

8. Be a mixture of mad men & math men

9. Pour more resources into the one(s) that work

10. Rinse & repeat - Think like Airbnb/Buzzfeed/Genius

10. Rinse & repeat - Think like the americans
IN SHORT, GO
AND GET USERS/
CUSTOMERS
FROM OTHER
PLATFORMS

Similarweb: Spying is officially “okay”

My reaction when a startup without
product/market fit
Starts growth hacking:
NET PROMOTER SCORE:
How likely is it that you
Would recommend our
product to a friend?
0 1 2 3 4 5 6 7 8 9 10
% promoters
- % detractors = NPS
Improve this Qr on Qr
What is your reason for
that score?
_____________________
What’s the main benefit
of our product to you?
If our product went away
tomorrow, how
Disappointed would
you be?
Not Disappointed at all
Disappointed
Very disappointed
...Once 40% are “very
disappointed, it’s time
to scale!

Targeting Blogs
Publicity
Unconventional PR
SEO/SEM
Social and Display Ads
Speaking Engagements
19 main channels of user acquisition:
Content Marketing
Email Marketing
Engineering as Marketing
Business Development
Affiliate Programs
Viral Marketing (customer invites)
Community Building
Sales
Existing Platforms
Trade Shows
Offline Events
Offline Ads
More info here

IRL
Social Media
Content Marketing :(
Email Marketing + Bonuses?
My preferred channels of user acquisition:

This is your site if you have
no pre-launch game:

“Boring” startups can growth hack too

Mint.com (Acquired in 2 years)
1. 9 month pre-launch strategy
2. Lots of written content and infographics to be shared on Reddit, Digg,
Facebook etc
3. Q & A’s with Finance bloggers (or Technology journalists with a big reach)
4. Email box at the end of every single blogpost - Acquired 20k-30k emails
5. To get mint first, bloggers put the “I want mint” badge on their blog
6. Founder spent one week out of every two months on a press tour
(disclaimer: They hired a PR agency to help with this, but you can do press
without) - PR sometimes added 20,000 signups a day post-launch
7. “Mint answers” section answered questions about finance (by experts)
8. SEO “For every popular finance query on Google, we had a page and
content for it, and iterated landing pages to optimize conversion.””
9. Cost of user acquisition was under $1

TOP OF FUNNEL:
ATTRACTING
USERS

Hype your Facebook right now
1) Make personal profile your professional profile
2) Turn “follow” on so people who don’t want to friend you can
follow your posts, and vice versa
3) Write your blog posts as “notes” these are Google-able if you
turn them to “public” - cool extra traffic
4) Start joining and posting into groups
5) Add me - I’m in over 100 startup and marketing groups

The future of community - 5k users in 8 weeks

Day 1 Feedback: http://bit.ly/5lack

Become a hunter gatherer (of emails)

Voila Norbert: Find anyone’s email address

This phone phobia must end
*Learn how to brain drain

Top of funnel: Attracting users CREATE A VIRAL SIGNUP PROCESS
Selected in the Top 50 products of all time by Product Hunt!

Top of funnel: Attracting users
DISCOUNTS FOR SHARES
Social proof can be hard to come by - unless you
incentivise it.
To grow your social media following, and attract new
visitors to your website, try offering a 5% or 10% discount
for users that share your landing page on Twitter, invite
their friends by email, or Like your Facebook page.

FREE USER ACCOUNTS FOR BLOGGERS
Their audiences represent an untapped resource of
potential users.
Reach out to the biggest bloggers in your industry, and offer
them a free paid account in exchange for a review.
They may share the review with their own audience, and
send new traffic towards your product.

Top of funnel: Attracting users: BUILD AN INFLUENCER LIST
The best Twitter tool of all time
Search by gender, job title, location,
company/person - mad targeting

Type your ideal user in this box!

Reach YouTube Influencers with
Famebit. YouTube ads can work too.

The “Skyscraper technique”
- Contentmarketer.io

REFERRAL OPTIMISATION
By optimising your referral process, you can increase your viral
coefficient, and work towards growing your exponential growth:
● Explicitly ask for referrals
● Offer referral incentives to existing users and new signups
● Tell your users who to invite (colleagues, their boss etc.)
● Ask for a referral after a positive user experience
● Ask again!
-

PART 2:
CONVERTING
WEBSITE
VISITORS INTO
LEADS

Sumome.com - Awesome widgets, no code

Sumome.com - Awesome widgets, no code
(2)

CONVERTING WEBSITE
VISITORS INTO LEADS

STOP WASTING REAL ESTATE
THE POWER OF COPY

Don’t sweat the small things on day one

Copy Pasta
This is just another one of those little moments you can delight customers
with your brand instead of just sending out another blah marketing word
puddle. Other places include:
● Terms of service
● Text message reminders
● Webinar confirmation emails
● Abandoned cart emails
● Loading screens
These are SUPER IMPORTANT touch points.
Often they are extremely early in the customer journey, yet I see
businesses use standard templates or just let the system automatically
send the default. Boring. Does your business have a consistent
personality at every touch point? Do your confirmation emails make
people love your brand more? If not, it's time to dig in and level up.
You're missing out on a big opportunity.

Automate emailing users when something
happens (signup, unfinished basket, etc)
=

You wanted to cancel? You thought wrong

Import a user’s address book = massive # of new users
Source: Fast Company

Import a user’s address book = massive # of new users
MICROSOFT
BUYS
LINKEDIN FOR
$36 BILLION

The future of community - (Airbnb example)

10 ways & whys to build your Facebook group
1. $$$$ cheaper than a Facebook page
2. Facebook hates Facebook pages
3. Community carries on when you’re not there, not a
one-sided “conversation”
4. ACTIVE daily audience - not hoping to get traffic like
most content marketing
5. Become an authority quickly
6. Build your 1000 true fans for launches
7. All of your user research in one place
8. Reciprocity model - Upsell % of audience with $
9. Single quickest way of getting attention today
10. Facebook loves it right now, but won’t always

ANCHORED PRICING
Our attitudes towards prices can be influenced by a myriad of
different factors - most notable being the context in which we
engage with prices.
For example, a £100 shirt seems expensive compared to a £50
shirt; but place that same shirt next to a £2000 suit, and...
You can easily leverage this by opening your pricing page with your
most expensive option; making all your other packages seem more
affordable in comparison, and driving up your average spend.
CLOSE- Convert leads to customers

SHORTEN FREE TRIAL LENGTH
One way to increase your close rates is to experiment with
reducing the length of your free trial. Most SaaS companies run
free trials which are too long (14+ days).
This practice negatively impacts conversion rates because
1) people will rarely extensively try your software for weeks at a
time, 2) long trials let customers think they have plenty of time,
putting off usage and
3) long trials increase the length of the sales process, decreasing
sales efficiency.

THE “NO GOING BACK” HACK
An enclosed checkout process takes users away from the
distractions of your regular website.
By removing navigation elements, and extraneous headers and
footers, you can create a focused, stripped-down checkout process
that forces your visitor to focus on the task at hand - buying your
product.
Amazon are the kings of this

USE MENTION TO IDENTIFY REFERENCES TO YOUR BRAND
Increasing amounts of the software buying process are taking place
in public forums, like social media. Using tools like Mention allows
you to pick up on any public references to your brand or business,
and jump into the conversation in the most helpful way possible.
If a potential customer is weighing-up the pros and cons of your
service, chiming in with a helpful blog post or competitor
comparison chart can make the difference between sale and no
sale.

Personal Follow-up
This is simple… when someone signs-up for your app, send ’em an
email and say that you saw they signed-up and ask them an
open-ended question to start a conversation. But there’s more to it
if you want to get it right.
You can do this by hand or it can be automagical… but it can result
in a huge boost in engagement and conversions.
RETENTION

SEND BEHAVIOUR-BASED EMAILS
Many SaaS companies send the same generic emails out to all subscribers, rather
than tailoring content and notifications based on behaviour.
Behaviour-based emails are a great SaaS growth hack that can help you to retain
more revenue and customers, and it's pretty simple. First, you want to get setup with
a piece of software like Intercom or Autosend. These pieces of software track how
your users are using your application, and give you the ability to send out custom
messages based on their behaviour.
- Emailing people who haven’t logged in after a month, asking if they need help.
- For someone that's using the software frequently, and taking lots of "manual"
steps, you might email them to let you know there's a premium feature that
could reduce their time spent in the software, and help them to get work done
faster if they upgraded
Delight/Superfans

INCENTIVISE REFERRALS
Happy customers are the best possible advertisement for your
busines. Unsurprisingly, one of the easiest ways to earn happy
customers is by giving away free stuff.
Companies like Dropbox and Uber regularly give away free file
storage and journey credits, creating evangelical customers in the
process. These free gifts are offered as referral incentives: in
exchange for an awesome freebie, your users simply need to invite
a couple of their friends to your service. As well as creating a
feel-good dynamic between business and users, you can use
referrals as a serious source of growth.
Delight/Superfans

IRL Gifts
Ideally something that helps them do more with your product, faster.
But know the difference between a gift and a reward.
● Welcome Packet – maybe it’s less of a neat gift, but this could help drive
engagement; especially if FedEx’d overnight even for Free Trial users.
● Book – Especially if you wrote the book on whatever subject your app is a
productization of expertise in… throwing a book in the mail (and including that
as part of your CAC) would go a long way in helping drive home that your app
is the best one out there.
● Something cool that’s sourced Locally or sent via FedEx / UPS…
Know your market and include this in your CAC calculations.
The chances of someone taking a picture of what you sent and sharing it socially
is pretty good… you don’t even have to ask for that, though you might seed
social networks with pictures of the gifts from a handful of “customers” and a
hashtag… you know, to get the ball rolling.

DRIP EMAIL CAMPAIGN FOR INACTIVE USERS
All Saas companies have a portion of inactive users. In order to win
them back, and get them using the application again, it's a great
idea to use a drip email campaign to attract them back. By sending
a series of emails to each of your inactive users, you can
reintroduce your brand, remind them of the benefits of using your
product, and help them enjoy your service again.
You can further incentivise re-engagement with your product by
offering some form of bonus for doing so: be it a discount code or a
free add-on.

Capitalize on Understanding Social Capital
One of the simplest things you can do is remove the
“invite a colleague” thing from the initial
engagement process in your Free Trial.
Then, once they’ve reached a milestone or CCA
that indicates they’re sufficiently engaged and that
they know enough about your app, you can ask
them to invite colleagues.

1. Custom Audiences is how you Facebook Ad:
Spaceship.rocks simplifies this (+Retargeting)
- Export competitors followers, turn them into emails
- Feed into Facebook/Twitter
as ads
Also:
- Lookalike audiences
- Facebook Pixel

Email is 40x as effective as Facebook
and Twitter combined
(Source: McKinsey, 2015)
Send people to Customized landing pages,
increases conversion rate by 25%+
45% of all e-mails are opened on mobile
-email automation

5 Steps to getting your emails delivered
1) Use <first name> to make every email unique
2) "Warm up" the IP if a new email account - send it to 20 people, get them to
all reply to the email it sent from to make it look legit
3) Send in small bursts (Mailchimp does this automatically)
4) Don't use the word "free", "giveaway", or “discount” where possible
5) Clean your lists regularaly - consider booting out people who never open

Kickbox.io: Get rid of broken email addresses:
$10 to verify 1,000 email addresses

“Good Artists copy, great artists steal”

Stocksnap + Pixtabay = Free photos

Trade email lists = reach thousands

Your inbox should be a to-do list

Where should you start with growth
hacking?
Answer:

Are we in a bubble? and other lies
Stop watching the news/reading blogs
- Don’t listen to
most people
- Build and sell/
grow users
-

I’m looking to meet:
- Interesting companies looking for marketing
innovation (growth hacking) consultancy
- Places/meetups/conferences to give talks
- Introductions to your network, particularly in the
internet marketing space
- People who can help me build my network/
particularly in growing my personal brand

Http://bit.ly/secretsaucenow
Biggest-selling
growth hacking
Product in the
history of
crowdfunding
$85,000
in
Sales for
a book
we
haven’t
even
finished

It’s not about Europe vs. USA
- This is the last slide then the next has my email & Q & A
- It’s not about a lack of funding or market size
- There’s no-one to blame
- I did it on my own
- Today has been pointless if you don’t execute
- Mobile is the key. PLEASE STAND and Get ‘em out!
- Growth hacking can change your life like it did mine
- Amp up the FEELING of success

+ Tweet me your feedback: @vincentdignan
THANK YOU!
EMAIL ME FOR SLIDES
vincent@magnific.com

20 new ways to unlock revenue

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (17)

En vedette

En vedette (19)

Similaire à 20 new ways to unlock revenue

Similaire à 20 new ways to unlock revenue (20)

Dernier

Dernier (20)

20 new ways to unlock revenue