Growth Marketing Tools & Tactics for 2017

1. Personal branding: Not just
for the rich and famous
A live-action movie by Vincent Dignan
EMAIL: VINCENT@MAGNIFIC.COM

5. 150,000,000+ Total
Pageviews
50 million+ unique visitors
200,000+ Likes/followers

7. 1.Traffic: Zero to 50,000 visitors a month
2.0 to thousands of followers in weeks
3. Training, coaching, consultancy

8. I used to dress much smarter

9. Me, by royal appointment

12. 65-date North American 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

13. San Francisco was wavy

14. New York was beautiful

15. We did the “U” for Utah

16. Http://bit.ly/secretsaucenow
$100,000+
in
Pre-
orders
Search
“Secret
Sauce”
On
Indiegogo:
http://bit.ly
/INDIEGO

17. A word of warning

18. What do
you do?

19. WHY AM I DOING THIS?
THIS LOOKS AWFUL

20. I APPRECIATE YOU WATCHING ME/MY PROMISES TO
YOU
By the time you leave here:
- You’ll understand how to setup and grow your
personal brand

21. Personal Branding Equation
Vanity + Value - time spent
= Good Personal Branding

22. The 10 rules of personal branding
1. No-one cares about you.

23. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give to or can do for them

24. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give to or can do for them
3. Be everywhere, but choose Text/Video/Photos (or all three)

25. Content is key

26. Content is key

27. Content is key

28. The secret formula of being sticky:

29. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them

30. Finding Influencers:

31. Finding Influencers (2)

32. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution

33. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution
6. 1 in 5 good posts is all you need/people will remember

34. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution
6. 1 in 5 good posts is all you need/people will remember
7. Copy until you develop your own style

35. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution
6. 1 in 5 good posts is all you need/people will remember
7. Copy until you develop your own style

36. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution
6. 1 in 5 good posts is all you need/people will remember
7. Copy until you develop your own style

37. The 10 rules of personal branding
1. No-one cares about you.
2. People only care what you give them
3. Be everywhere, but choose Text/Video/Photos (or all three)
4. Use influencers, but don’t rely on them
5. Building your brand is 10% content, 90% distribution
6. 1 in 5 good posts is all you need/people will remember
7. Copy until you develop your own style

38. ESSENTIALS
1. Personal Facebook = Public
Facebook

39. ESSENTIALS
1. Personal Facebook = Public
Facebook
2.Twitter

40. ESSENTIALS
1. Personal Facebook = Public
Facebook
2.Twitter
3. LinkedIn

41. ESSENTIALS
1. Personal Facebook = Public Facebook
2. Twitter
3. LinkedIn
4. A place for content e.g.
Wordpress/Medium (text)
Instagram/Tumblr (pictures)
YouTube/Periscope/Meerkat (video)

42. Community Management Cheat Sheet
1.Use Buffer software
2.Block out 9pm-12pm every Sunday night
3.4x Money/Event Facebook posts/LinkedIn
posts a week every morning M-Th 10am, fun
posts 6pm every day
4.3 money tweets a day: 10am, 2pm, 6pm
Fun tweets 11am, 4pm, 7pm
5.Peripheral networks: Instagram, Pinterest etc
6.Write mailout

43. Social Media:
1. Get a following
2. Broadcast to them
3. Reap the benefits
4. Profit?!?!?!?

46. Momma I made it!

49. Ruzzit.com - Viral content aggregator

53. Let’s say your niche is “Food”

59. Make your posts public!
Add me on Facebook here: Vincent Dignan

62. ***How to do a successful Facebook post in 2016 (method)***
1. DON’T PUT AN EXTERNAL LINK - Facebook will block people from seeing it in their feeds. If you do
this and this only, you will increase your engagement and number of people who see it by 50%. Half the
reason @traffic and copy has grown so quickly and is glued into your feeds is we actively discourage
dropping links- most dead Facebook groups are repositories for people spamming links. UPDATE:
Facebook has finally started blocking people who spam the same links in multiple Facebook groups. Like I
always say, these methods don’t last forever- affiliates made millions doing this before it got shut down.
Someone even dared to spam a sunglasses link in the group a little while back (rude)
2. Include a PHOTO with every post - To avoid doing this is lazy- it stops people in their tracks when
they’re browsing their feed and gives you an extra shot at them reading it. Expert level: The picture ideally
must never have been uploaded to Facebook before (FB check .EXIF data on the photo, and rewards
original content for obvious reasons) My mentor Dan Meredith gets around this by posting a brand new
selfie for most of his posts
3. METHOD POSTS - People don’t care about your idea. They don’t even really care about giving you
advice to help you. They want things which are going to improve their lives and (in the business context)
put money in their pockets via traffic to their websites, etc. If you’re in the entertainment space, they want
entertainment. So if you can give value, groups and friends will like you.

63. 4. Posting time: A little over rated as a metric. Only really matters when you have a critical mass of
5,000+ following you (like in this group). KEY IS to post 3 times a day (again, hat tip to Dan
Meredith for finding this out), different people are online at different times. When I’m not busy with
Harambe, I post into this group at 8am (for UK earlybirds and L.A. insomniacs), 4pm (NYC coffee
break, UK getting ready to go home) and 8pm (L.A. is getting up, NYC getting bored, and UK
people browsing late-night)
5. Tell stories, with tangental mentions of your business/service. These have a short shelf life if
you’re talking to people who have never heard of you before- I think people are gonna get sick of
super long Facebook groups from coaches soon. For now, they work really well for engagement
6. Convert your written posts into video posts for Facebook and YouTube. Facebook Live gets
shown to the most people, so if you can do that, you should- Facebook sends notifications to all
your friends currently to let them know that you’re live.
***How to do a successful Facebook post in 2016 (method)***

64. ***How to do a successful Facebook post in 2016 (method)***
7. beware diminishing returns: Once you’ve told your core audience/group about a certain product you
have, after a few posts people will “tune out” so remember to innovate with add-ons or new ideas to
convert browsers to clicks/fans
8. If you have a small team (like I do with Secret Sauce Conference, my events company) get them to
like/share important posts within the first ten minutes of them going out to ensure they reach the most
people the quickest. Facebook shows your posts to a few people who follow you- If they
like/comment/share it shows to more, and so on
9. Don’t be too technical- You’ll alienate a lot of people
10. Use “pattern disrupts” - emojis, deliberate misspellings, slang (I love rn and af as shorthand and don’t
care if people don’t know what they mean), taboo subjects (never religion or politics though).
Bonus: Save your best posts for popular Facebook group “Traffic and copy”. They have a wholesome
community of friends who will like everything you post!

65. The future of community - 7k in 7 weeks

66. Your Facebook Group: Get 1,000
members in 1 hour
1) Create group, image, description, etc
2) Click "Add people to group" on top right
3) Press "a" key to bring up all of your friends who start with the letter a, click
them one by one, eventually after selecting 8 or so it will say it is full.
4) Then type "b" and click all of those, and so on, all the way through the alphabet
5) When you get to z, add a vowel to each letter, so firstly "ao", "bo", "co" etc
6) Repeat for a, e, i, and u after the first letter
7) This will cover 95% of you and your co-founders friends lists, and you're done

67. 1. Ideal User is critical
2. Reply and flood hashtags
3. Who says Instagram gets no clickthroughs?
Read: https://blog.gleam.io/foundr/
http://austenallred.com/user-
acquisition/book/chapter/instagram/

68. Who says Instagram gets no clickthroughs?
Create a quick, to-the- point bio (150 characters or less) followed by a direct
CTA that uses a memorable URL.
Use something like www.yourcompany.com/go or
www.yourcompany.com/startnow. The link should take users to a unique
page so you can track traffic you are generating on Instagram. This page
should offer them INSANE VALUE
Put your URL/emojis in your location!

72. The best Twitter tool of all time
Search by gender, job title, location,
company/person - mad targeting

73. Activity: Finding your customers

74. Tweepi will get you followers.

76. Twitter basics
1. Steal the good stuff, only RT compliments
2. Tweet the same (article) 5 times
3. Pictures most likely to be retweeted
4. Tweet lots: 50 - 100 tweets a day is fine
5. Tweepi gets you followers literally today

77. Top Linkedin channels by followers:
Find some Linkedin groups to post into here.

78. Snapchat, Periscope, WhatsApp
Periscope: Getting very important if your
company is your personal brand: Download this
Snapchat: Great for real-life event promotions
and flash sales/youth brands. ROI questionable
WhatsApp: If you can live with yourself

82. Here comes a new challenger!
Meetedgar.com & Smarterqueue loop updates

83. CONTENT
1. We are all subject to base desires:
Get laid, get paid, lose weight

84. Guest posting 101
What to write:
5 ways our industry is broken/ needs to improve
How to do X, without Y, e.g. if divorce “How to improve your marriage without
speaking to your partner about it”
5 things I wish I knew about this industry before I started
10 ways our industry will develop in the next year
A full list of all the software our company uses to stay productive and efficient

85. Guest posting 101
Do you want to write for:

86. Guest posting 101
2 ways to do it:

87. Guest posting 101
2 ways to do it:
1)Pitch an editor (old fashioned way)

88. Guest posting 101
2 ways to do it:
1)Pitch an editor (old fashioned way)
2)Contribute via webform (and pray)

89. Guest posting 101
Huffington Post:
1. Have an appealing story. ...
2. Find the appropriate section (and editor) to pitch to. ...
3. Pitch the editor. ...
4. Wait for a response. ...
5. Deliver the content according to the parameters set by the editor. ...
6. Get signed up for a Huffington Post blogger account.

90. Send in the final draft of your completed piece to
contributors@businessinsider.com
Pitch your story idea at pitches@inc.com
Become a regular columnist by submitting your
request to contributors@inc.com
Info here
editors@thenextweb.com
+ Ask me for 200 more

91. Apply here
Apply here
Apply here
Apply here
Apply here
Apply here/one off article here

92. Outreach is everything for the
first five years
- Follow/reach out to people daily
- Ask to guest blog
- Book your own talks

93. SECRET SAUCE
Is EVERYTHING.
What can you do better than anyone
else?
What’s your core story?

94. Everything you ever need to know about SALES
1. Have something unique - Red ocean/blue
ocean

95. Finding your blue ocean strategy

96. Finding your blue ocean strategy

97. Finding your blue ocean strategy
in

98. Finding your blue ocean strategy
in

99. YOU HAVE NO IDEA WHAT THE F
YOU’RE DOING (and that’s fine)

100. 2. Don’t waste money on sales
channels you don’t understand
- Generally speaking, social
media & content can’t save
sales. SEO can, if you’re
really good

101. For most early stage companies/consultants, the
easiest way to get customers is public
speaking=sales
Method:
1. Scan Meetup, Eventbrite, and any other
relevant sites for your keyword, e.g. “startup”
“entrepreneur” i.e. find popular meetup groups
and ask to speak
2. Ditto co-working spaces/places

102. Paragraphs for public speaking
1. Email or message through Meetup/Eventbrite/web form:
“Hi, I’m a big fan of your meetup. I give a talk on “10 ways to improve X”
that I think your audience would love. Do you have any upcoming talks I
can give it at? I have a large network I can invite to the event as well. Let
me know, I’d love to be involved!
2. Email and tweet at them at the same time: “Hey just messaged you
about getting involved with your group. Let me know what you think,
thanks!

103. 4. Criminally UNDERCHARGE to begin with/MVP

104. 5. Main sources of more customers:
1. Ask your friends
2. Upselling current customers
3. Ask for referrals
4. Capture data and pitch i.e. email marketing
5. Give, give, give: then receive + if little effort,
work for influential people for free/build your
network.

105. How to get m***********s to pay up
1. ALWAYS take first month in advance “We sell a service, you
wouldn’t pay for a flight afterwards”
2. Offer them a 2% discount if they pay within 48 hours- some
companies have policies meaning they HAVE to pay these
3. (If you work for someone else) “My boss is on my back…”
4. (If you run your own company) “I need you to pay so I can pay
my staff”

106. Make your customers love you, right this second
1. Write to all your current and potential customers right this second. Ask them how your
service is going, whether they’re ready to smash it this week, and if there’s anything
more you can do for them. The third part works great because most won’t ask you to do
more work (if that’s what you’re scared of) and it leads nicely to upsets
1. More generally, setup in your CRM to give an immediate, unexpected free gift and thank
you note for every sale. What happens immediately after the sale is critical in reducing
refund rates and starting the relationship well, which leads much easier to upsets. For
the Harambe Kickstarter, we gave (and still giving if you haven’t bought yet!) everyone a
content bundle of some of my most useful posts, including my guide to staying
productive and growth hacking cheat sheet.
2. Trigger an automated message or reminder for a manual email two weeks into the
month to check with them whether their expectations are being met. This is a great
chance to fix any early problems and reduce cancel rate

107. Make your customers love you, right this second
1. CARE ABOUT THEIR RESULTS AND ACT ACCORDINGLY. Just because you
can get the sale, doesn’t mean that’s good enough. I tell my coaching clients
they pay me for my attention only- IF they don’t do the homework they set
themselves they forfeit the right to speak to me until they complete their tasks
(I learnt this through doing a lot of coaching in 2015 as Mr. Nice Guy but found
many clients weren’t progressing as fast as I hoped). I had a coach who called
me up out of the blue and told me he was cancelling our contract as it wasn’t
working, causing me major alarm (bear in mind I was paying him!) a great
exercise in client control
1. Understand clients vision, personal life, fears and hopes. They can cancel at
any second and go to another service provider who (let’s be honest) provides
basically the same service, you need to go deeper than technical aspects and
mechanical going through the motions to build relationships that last years.

108. Use Charlieapp.com

109. Become a hunter gatherer (of emails)

110. Redress the power balance

111. Voila Norbert: Find anyone’s email address

112. We are all connected

113. Now convert into gold...

115. 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

116. Say hello to hello bar

117. Sumome.com - Awesome widgets, no code

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

119. I’m looking to meet:
- Interesting startups/founders who have
product/market fit (typically, seed investment
too) & looking to grow their users
- Anyone who can help me book more
talks/conferences
- Media/P.R.
- People who want to learn my secrets :)

120. OUT ON INDIEGOGO NOW!
Secret Sauce: A step-by-step guide to growth
hacking
Everything you’ve seen tonight, in a lot more
detail. “No brainer” package is key
http://bit.ly/INDIEGO

121. I AM A
PERSONAL
BRAND

122. I AM A
PERSONAL
BRAND

123. I AM A
PERSONAL
BRAND

124. THANX! EMAIL ME FOR SLIDES:
VINCENT@MAGNIFIC.COM
@vincentdignan

125. +
Tweet me your feedback: @vincentdignan
THANK YOU!
vincent@magnific.
com FOR SLIDES
vincent@magnific.com