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Growth Hacking and Full Stack Marketing For Startups

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Growth Hacking and Full Stack Marketing for Startups

Here are the slides for the growth hacking and full stack marketing events that Patrick Vlaskovits and I hosted across Europe:
- Wayra (Madrid)
- NDRC (Ireland)
- Rainmaking Loft (London)
- Rockstart (Amsterdam)
- Hub:raum (Berlin)
- Werk1 (Munich)
- Sektor5 (Vienna)
- Design Terminal (Budapest)
- Beta-i (Lisbon)

We broke the events into the following 6 sections:
- What is growth hacking vs. marketing? And why is that important?
- Psychology
- Partnerships
- Search Engine Optimization
- Paid Marketing
- Growth Hacking Examples

A majority of our examples throughout the day came from personal experiences that we had not written about nor spoke about prior.

If you have any questions, please contact me (@CaseyA) or Patrick (@Pv).

Publié dans : Technologie
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  • Thanks for this good info!.... Also you can send your pitchdeck to thousands of VC's and Angel's with just 1 click. Visit: Angelvisioninvestors.com
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  • TOP 101 Growth Hacks: The best growth hacking ideas that you can put into practice right away --- http://amzn.to/1WAr3gY
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  • The Small Business Guide to Growth Hacking --- http://amzn.to/1TYZxfa
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Growth Hacking and Full Stack Marketing For Startups

  1. 1. Is growth that important? Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)
  2. 2. Thanks to our hosts: Wayra, NDRC, Rainmaking Loft, Rockstart, Hub:raum, Werk1, Sektor5, Design Terminal, and Beta-i. Also, thanks to our partners, including GrowthTribe, Growth Hack Spain, Faber Ventures, Thousand Seeds, Startup Amsterdam, Hackers/Founders London, Lean Startup Circle Madrid, Growth Hacking Belgium, Berlin Lean Startup, Lean Startup Circle London, The Happy Startup School, IE Business School, comSysto, Lean Startup Meetup Munich, Bullet, and StartupShip.
  3. 3. ADD origins of Growth Hacking slide The origins of growth hacking with Patrick Vlaskovits, Sean Ellis, and Hiten Shah.
  4. 4. Earl Tupper
  5. 5. The Graveyard of Good Ideas
  6. 6. How penicillin, which is credited with saving over 100,000,000 lives, didn’t immediately go “viral” so what hope is there for your product?
  7. 7. Some innovative startups do succeed.
  8. 8. The Medium is the Message
  9. 9. The Handicap of Selling Innovation Innovation does a violence that creates disconnect. Without context = ‘What is this? Why do I need it?’ Projection = ‘Are you saying I’m stupid?’ Risk = ‘What if it doesn’t work?’
  10. 10. Your Product Your Channel Evolve like the orchid and the orchid fly.
  11. 11. Hacking Growth in 1948
  12. 12. Evolution from Medium to Channel 0) The Hyped Next Big Thing 1) The Wild Wild West 2) The Hockey Stick 3) Tragedy of the Commons 4) Governance & Civilization
  13. 13. Bound your losses.
  14. 14. The Innovation Spectrum
  15. 15. Growth Hacking vs Marketing The Medium is the MessageLinear Expensive Predictable Exponential “Cheap” Explosive
  16. 16. The Medium is The Message The medium resolves and rewards. Without context = ‘What is this? Why do I need it?’ Projection = ‘Are you saying I’m stupid?’ Risk = ‘What if it doesn’t work?’
  17. 17. ADD origins of Growth Hacking slide Tesla
  18. 18. ADD origins of Growth Hacking slide The Eagles in the 70s & 80s
  19. 19. ADD origins of Growth Hacking slide Contour Cameras vs. GoPro
  20. 20. ADD origins of Growth Hacking slide Tim Ferris + BitTorrent
  21. 21. ADD origins of Growth Hacking slide Chili’s + Instagram
  22. 22. MESSAGE: Tupperware PayPal Your product? Tesla Zynga Pebble Apple products MEDIUM: Home parties Ebay Your channel? Luxury stores Facebook Crowdfunding Apple retail stores
  23. 23. MESSAGE: ? ? AI ? ? ? ? MEDIUM: VR & AR Bitcoin ? 3D Printing Internet of Things & Wearables Driverless cars Drones
  24. 24. Patrick Vlaskovits (@Pv)
  25. 25. Today’s Agenda PSYCHOLOGY PARTNERSHIPS (lunch) SEO FUNDAMENTALS PAID MARKETING GROWTH HACKS
  26. 26. Case Study Detailed Walk-through Exercise Related Growth Hacks Tools & Takeaways
  27. 27. Inexpensive. DIY & Do-it-Today. No experts needed. Simple. Low risk.
  28. 28. Growth Hacking Perks: Amazon Web Services, Stripe, GrowthHacker.TV, CrazyEgg, BuzzSumo, Intercom, FreshBooks, UserVoice, Wistia, CodeShip, Vero, GeckoBoard, Mention, Balsamiq, ConvertKit, Iubenda, Bidsketch, Drip, Boomerang, StickerMule, Sniply, The Entrepreneur’s Guide to Customer Development, Traction, Become a Technical Marketer, and DistilledU.
  29. 29. Casey Armstrong (@CaseyA)
  30. 30. Zero to Hero 100s of signups per month -> 100s of signups per day Innovative Products -> Innovative Marketing
  31. 31. Psychology
  32. 32. 2 sales from 16,668 visitors 0.012%
  33. 33. Email #0: Weekly Tips Email #0: Response
  34. 34. Email #1: Survey Email #1: Response
  35. 35. Email #4: Pre-Launch Email #4: Response
  36. 36. Email #6: Launch Email #6: Response
  37. 37. Robert Cialdini's Six Principles of Influence 1. Reciprocity 2. Commitment & Consistency 3. Social Proof 4. Authority 5. Liking 6. Scarcity
  38. 38. Robert Cialdini's Six Principles of Influence 1. Reciprocity: Free weekly tips => returning the favor. 2. Commitment & Consistency: Surveying people on what they want and delivering exactly that. 3. Social Proof: People like seeing others like them doing what they are doing. 4. Authority: People following the proven leader. 5. Liking: Getting people to like you by over-delivering & providing them value. 6. Scarcity: Limited-time only on pricing and products.
  39. 39. Layering Psychology Triggers 1. Survey Reciprocity + Commitment 2. Pre-Launch Reciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity 3. Launch Reciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity 4. End Launch Scarcity (no more discount + no more bonuses)
  40. 40. Optimizing Growth
  41. 41. Casey Armstrong (@CaseyA)
  42. 42. Before: 2 sales from 16,668 visitors = 0.012% $32 After: 978 sales from 10,881 visitors = 8.988% $15,378
  43. 43. Full Stack Marketing 1. Acquisition SEO 2. Activation Psychology + CRO 3. Retention Email Marketing + Storytelling + Content Marketing 4. Referral Psychology + Email Marketing + Storytelling 5. Revenue CRO + Analytics
  44. 44. Recap 1. Structure: Survey, Pre-launch, Launch, Post- Launch 2. Layer Triggers: Reciprocity, Commitment & Consistency, Social Proof, Authority, Liking, Scarcity 3. Test, Track, and Automate
  45. 45. Tools & Takeaways Survey: Google Forms Pop-up Tool: Qualaroo Payment: Gumroad API: Zapier Email Automation: Mailchimp Analytics: GA & Google Docs
  46. 46. Partnerships
  47. 47. American Airlines
  48. 48. Intuit
  49. 49. Partnerships aren’t win-win. Win-win-win. They. You. Shared audience.
  50. 50. Partners want to help you, help them, help you.
  51. 51. ScreenFlow + Flowtility
  52. 52. Exercise Pitch a potential partner via email.
  53. 53. Email Pitch Template ● Be specific in your ask. ● WIIFM: What’s In It For Me? ● Provide context for others. ● Remind: Shared audience. ● Reduce risk and winners win.
  54. 54. American Airlines + The Lean Entrepreneur = Book Tour
  55. 55. Growth Hacking Workshops Across Europe
  56. 56. Exercise: Tweaking the Message to Better Fit The Medium
  57. 57. How would you find? Casey’s email addresses & phone number.
  58. 58. Connectifier
  59. 59. Connectifier on Twitter
  60. 60. Connectifier on Meetup
  61. 61. Labnol’s Gmail Mail Merge
  62. 62. Email Pitch Recap ● Be specific in your ask. ● WIIFM: What’s In It For Me? ● Provide context for others. ● Remind: Shared audience. ● Reduce risk and winners win.
  63. 63. Tools & Takeaways ● Connectifier ● Rapportive ● SideKick by Hubspot ● Email4Corporations
  64. 64. Lunch
  65. 65. SEO + Content Marketing
  66. 66. SEO Is Everywhere
  67. 67. Amazon is a search engine.
  68. 68. Slideshare is a search engine.
  69. 69. GrowthHackers.com is a search engine.
  70. 70. Eventbrite is a search engine.
  71. 71. Yelp is a search engine.
  72. 72. Onsite SEO: Focus on what you control to set yourself up for success. Clean Up Your House
  73. 73. Google Webmaster Tools: Find opportunities on keywords you are already ranking for.
  74. 74. Google Keyword Planner
  75. 75. Google Analytics + GWT + Keyword Planner Title, Header, URL, Content, Alt-text, Internal Linking, Meta Description
  76. 76. Recap & Next Steps: 0. Fundamentals: Start with what you control, including CTAs. 1. Google Webmaster Tools: Find queries you rank for. 2. Google Keyword Planner: Research search volume. 3. Google Analytics: Find organic landing pages that convert. 4. Onsite SEO: Optimize each page for a specific keyword targeting title, header, content, alt-text, URL & internal linking.
  77. 77. The superpowers of naming things.
  78. 78. The superpowers of hooks.
  79. 79. The superpowers of data-driven gifographics.
  80. 80. The superpowers of naming things + hooks + data.
  81. 81. Exercise Write a man-bites-dog hook eg The Brilliant Blunder Cooking without a Kitchen
  82. 82. SEO = Lead Gen + Cust Dev
  83. 83. Unsexy Products: Looking for publicly available data that is not online.
  84. 84. Public Excel Data + ThemeForest + Envato
  85. 85. BuzzSumo: Set yourself up for success. What types of posts are people sharing and who are the influencers.
  86. 86. BuzzSumo + Data + Infographics
  87. 87. Find publicly available data, such as GitHub Archive.
  88. 88. Recap & Next Steps ● Scaleable SEO ● Public data that is not online ● Hooks: Man Bites Dog ● Set yourself up for success ● Data-driven content ● Creative “blog” posts
  89. 89. Tools & Takeaways SEO & Content: BuzzSumo, SEMrush Data Sources: Github Archive, BuiltWith, NerdyData Webscrapers: Import.io, Kimono, Mozenda
  90. 90. Paid Marketing
  91. 91. Google Grants FTW
  92. 92. Find keywords you can bid on for a specific amount of money.
  93. 93. Find similar keywords for a specific amount.
  94. 94. Test dynamic keyword insertion for higher CTRs.
  95. 95. Twitter Event Ads: Hashtag Arbitrage
  96. 96. New Advertising Platforms + Teams
  97. 97. Moat: Display Advertising Ideas
  98. 98. SEMrush
  99. 99. Create Your Own Paid Networks
  100. 100. Facebook or Twitter IDs
  101. 101. Remarketing: You already spent so much time and money to get people to your site.
  102. 102. Recap & Next Steps ● Google Grants ● Event-based Twitter Ads ● New Ad Platforms ⇐ Reach out to their team ● Research competitor & name brand ads ● Custom “partner ads” ● Dynamic Keyword Insertion ● Retargeting
  103. 103. Growth Hacks FTW!!!
  104. 104. ?sub_confirmation=1
  105. 105. POPUPS?
  106. 106. Mobile Popups FTW!
  107. 107. @SamuelHulick
  108. 108. @SamuelHulick
  109. 109. @SamuelHulick
  110. 110. @SamuelHulick
  111. 111. High-Risk Growth Hacks (probably violates TOS)
  112. 112. Social Search Scrape + Site Scrape + Email Harvest + Full Contact Lookup + Automated Emails
  113. 113. Local Search Hacking Exact Match Domains + Custom Scalable Content
  114. 114. MTurk + Autocomplete
  115. 115. Browser Extensions
  116. 116. AI Conversica
  117. 117. Wikipedia Company Pages Comparison Tables New Terms
  118. 118. Social Media Notifications
  119. 119. The Growth Hack Hall-of- Fame
  120. 120. Brownie Wise aka Growth Hacker
  121. 121. Is growth that important? Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)

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