Every marketing channel suffers fatigue at some point. Being a growth marketers means to focus on identifying problems within the channels you're operating now, and to find opportunities to explore in new channels in the future. It's time for a move away from relying on the same worn-out tactics that are providing continually diminishing returns. This was presented by Matthew Barby at Canva Growth Talks in July 2017.

1. @matthewbarby
Fighting Fatigue:
Being More Than a
Bag of Tricks

2. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Every marketing channel eventually
suffers fatigue.
“

3. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

4. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
0%
4%
8%
12%
16%
2013 2014 2015 2016 2017
Facebook page average organic reach

5. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
2013 2014 2015 2016 2017
US$0.00
US$32.50
US$65.00
US$97.50
US$130.00
$FB Share Price

6. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Don’t just focus on learning tactics;
focus on understanding problems.
“

7. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Let’s take the example of link building…

8. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

9. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Google didn’t “kill” guest
posting, we did.

10. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

11. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

12. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Approach your acquisition strategy as
if each of the tactics you use won’t
work tomorrow.
“

13. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
This all starts with channel
evaluation and prioritization.

14. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
http://bit.ly/1p21cwi

15. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Then we get granular into specific tactic prioritization…

16. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Being growth focused means
getting used to failure.

17. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

18. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Facebook Shares 63
Linking Websites 37
Website Traffic < 5,000
😳
😳
😳

19. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Clear demand for information
Timing is right for launch
Simple and intuitive UX
❌
❌
❌

20. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
A couple of years later…

21. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

22. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

23. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
} Over 100k visits in 7 days.
} Links from 308 websites.

24. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Never make the same mistake
twice.

25. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Identify Problem & Build Hypothesis
Run Experiment & Gather Results
Document Findings Internally
Document Findings Externally

26. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Here’s an example…

27. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Problem Tons of important wasted equity within our
architecture lost on 404s.
Experiment Remove redirect chains and fix group of
404s with locked equity.

28. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

29. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

30. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Document everything.

31. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Knowing which levers to pull and
when.

32. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
How most new website SEO campaigns
[incorrectly] begin
Backlinks
Content
Time
Quantity

33. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot

34. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot

35. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
How *most new website SEO campaigns
should be begin
Backlinks
Content
Time
Quantity

36. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling

37. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling

38. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

39. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

40. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

41. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
}
Increase of over
50,000 visits per
month or 600k
per year.

42. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Indexing
Ranking
}
}
}
—
—
—
Relevancy
Authority
DiscoveryCrawling

43. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
Our blog author pages get crawled like crazy

44. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
}
Links to blog content
deeper in the
architecture, which is
great.

45. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks
} This section kinda feels
like a wasted
opportunity though,
right?

46. @matthewbarby // @HubSpot matthewbarby.com/GrowthTalks

47. matthewbarby.com/GrowthTalks@matthewbarby // @HubSpot
Get the deck via Facebook Messenger here:
matthewbarby.com/GrowthTalks

48. @matthewbarby
Fighting Fatigue:
Being More Than a
Bag of Tricks