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Marketers Guide to Growth Spurts

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Marketers Guide to Growth Spurts

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How do some businesses manage to grow and scale like rocket ships and other companies can barely get someone to share their content?

This presentation will go through the key components of a growth strategy that are leveraged by some of the most successful brands online.

It will discuss audience acquisition tactics that businesses of all sizes can use to ensure the work they're doing leads to continual growth spurts.

How do some businesses manage to grow and scale like rocket ships and other companies can barely get someone to share their content?

This presentation will go through the key components of a growth strategy that are leveraged by some of the most successful brands online.

It will discuss audience acquisition tactics that businesses of all sizes can use to ensure the work they're doing leads to continual growth spurts.

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Marketers Guide to Growth Spurts

  1. The Marketers Guide to Growth Spurts. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanaganhubspot.com
  2. Signup for Growth TL;DR “The best monthly tips, chosen by experts, with the important parts highlighted to help you put those tips into action” >> HTTP://BIT.LY/LEARNGROWTH <<
  3. Why should marketers care about growth hacking?
  4. Growth hacking is a mindset more than a toolset. @danmartell
  5. For marketers focused on growth, both the opportunities and challenges have never been greater.
  6. It’s a lot like money
  7. Making your first million is the hardest (so I hear)
  8. Once you’ve an established audience it’s a lot easier to make new things successful.
  9. #5 iTunes Podcast - Business
  10. So, let’s talk about GROWTH
  11. Marketers Guide to Growth Spurts Goals & Target Insights Experiment Promote Like Hell
  12. As a marketer, your goal should always begin with a question.
  13. Who is your dream customer?
  14. And what problem does your service or product solve?
  15. Slack is one of the fastest growing B2B companies of all time.
  16. With a goal of solving information overload in the office.
  17. Most knowledge workers lose 28% of their day or 2.1 hours to constant interruptions 
  18. Slack’s customers don’t know a solution exists.
  19. Our job is to understand what people think they want and translate the value of Slack into their terms @Stewart, Co Founder of Slack
  20. Uber is valued at $41 billion, and is still a privately owned company.
  21. Their goal was to simply transform the experience of getting a taxi.
  22. They started by giving free taxi rides at tech conferences in San Francisco.
  23. The experience was so good that word spread.
  24. In HubSpot our goal is to help businesses grow.
  25. We’re obsessed with solving the goals & challenges of our customers.
  26. It has helped us to grow pretty quickly as well. Over 15,000 customers and counting!
  27. Growth spurts happen when you understand the goal of your product or service and educate your ideal customer on how it solves their problems . @Searchbrat
  28. Growth hackers focus on clear targets
  29. “We set our goal for the year to getting 3,333 customers for our new course” – Noah Kagan
  30. Small marketing teams usually try to focus on too many targets at once.
  31. Get Visitors Get Leads Get SQLs Customers Visit to Lead % Lead to SQL % SQL to Customer %
  32. When HubSpot launches in a new country our initial focus is traffic & subscribers.
  33. It helps us focus on the right targets as we scale.
  34. Big marketing teams usually spend too much time on “best practice” and “strategy”.
  35. Get Visitors Get Leads Get SQLs Customers Visit to Lead % Lead to SQL % SQLto Customer %
  36. Growth spurts need constant execution against measurable targets. @Searchbrat
  37. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  38. Here is a dirty little secret …
  39. … not everything a marketer does will work.
  40. And sometimes what works surprises us
  41. But we can stack the cards in our favour by validating ideas before they ever go live.
  42. Subbuteo first promoted their game in Boys Own Paper in 1946.
  43. The game didn’t exist, but they still got 2,000 orders.
  44. Today, it has never been so easy for marketers to validate their ideas.
  45. Get a list of your competitors with SEMRush.
  46. Find what’s already been successful with their audience.
  47. Find what’s already been successful with their audience.
  48. Setup content alerts for competitors.
  49. Setup content alerts for competitors.
  50. Setup content alerts for competitors.
  51. It’s harder to attract a link than a social share.
  52. It’s harder to attract a link than a social share.
  53. You can do this for a particular domain.
  54. Have people left feedback on how that content can be improved?
  55. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  56. It means they’ve f**ked up a lot.
  57. Experiment with headlines.
  58. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
  59. We can see what’s working for competitors.
  60. Leverage the Curiosity Gap. Too vague, and I don’t want to click: Mitt Romney Says Something Bad, Again Too specific, and I don’t want to click. Mitt Romney Says, “I Want The Middle Class To Be Tied To The Roof Of My Car.” Ergo … You Will Not Believe What Mitt Wants To Do To You. From: Upworthy Slideshare
  61. Create variations of your headlines for both the blog and different social networks.
  62. Test on social media before your main “push”.
  63. Make your content more shareable.
  64. Make your content more shareable. There is a 19% increase in retweets when you include a quote.
  65. Make your content more shareable. There is a 17% increase in retweets when you include a stat.
  66. The Pop Up is back
  67. The YES or NO Persuasion Technique.
  68. The YES or NO Persuasion Technique.
  69. The Content Upgrade from Brian Dean.
  70. Try Longer-Form Content
  71. SERPIQ study found the average content length for a web page that ranks in top 10 is 2000 words.
  72. From looking at our own blog posts we’ve found longer posts have a positive impact on traffic.
  73. And the number of social shares they receive.
  74. And the number of links they receive.
  75. The Mini Case Study
  76. “Digging deep into data by scraping, cleansing and structuring it, filtering by mining for specific information, visualizing and making a story.”
  77. Take a topic that performs well, add real data & actionable takeaways
  78. Create 10X versions of content that has already been successful.
  79. Create awesome tools for your audience.
  80. Marketers Guide to Growth Spurts Goal & Target Insights Experiment Promote Like Hell
  81. Here comes the quick-fire round.
  82. Use Snip.ly to steal borrow other peoples content for your own gain
  83. Find trending content in your industry
  84. Share it and send traffic back to your site
  85. Or even better, start a FIRE.
  86. Create a social calendar based on when your social followers are most active.
  87. Followerwonk can find the times your Twitter followers are most active.
  88. Use Facebook insights to find days and times your fans are most active.
  89. Schedule your social updates when your followers are most active.
  90. Using the correct dimensions for images will help increase engagement on your updates. Tweets with visuals have 5x more engagement when compared to text-based tweets
  91. Promote your content to an existing fanbase
  92. Who has already shared content like this?
  93. Who has linked to content like this?
  94. What sites already have an audience for this topic?
  95. Finding email addresses has never been so easy
  96. Is your content newsworthy?
  97. Build a list of journalists interested in your topic.
  98. Now go forth and GROW! Goal & Target Insights Experiment Promote Like Hell
  99. Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google+: Search for “Kieran Flanagan:

Notes de l'éditeur

  • My name – blah

    Today I’m going to be talking all about growth. If you’re marketer tasked with growing a company, what are some of the things you should be thinking about to hit your goals/targets.
  • For us marketers who are focused on growth, big is always better and there have never been so many opportunities and challenges to grow a company

    We have access to all this content that can give us great tactics on how we can grow faster, and lots of marketing tools to help us do it.

    But our competitors have access to the exact same things.

    Competition for audience has never been so fierce.
  • Really audience acquisition is a lot like trying to acquire money
  • Making your first million is the hardest, or so I’m told. Once you’ve made that first million, you can start to leverage that money to make wise investments and add further millions.
  • It’s just the same as growing an audience, once you have an established audience, it’s easier to do new things, make them successful and keep growing
  • A good example of this is HubSpots new podcast with our CMO Mike Volpe. It’s a great podcast, and we could leverage our current audience to help us launch it and within a couple of weeks it was the 5th most popular business podcast.

    That podcast is now helping us to attract new people, it’s helping us to grow our audience even further.
  • Ok, so let’s talk about growth, here are some of my thoughts on what’s important to acquire an audience for your brand and to use it wisely.
  • For me there are really 4 key components of a strategy that will lead to regular growth spurts for your business.

    You need to have the right goals and understand what metrics you’re prioritizing
    You should always be gathering insights from both your competitors and market in general to help you come up with ideas on what you should be doing to grow your audience
    A really key part of growth is experiments. You should always be experimenting with new tactics, figuring out what’s not only going to help you grow faster, but are things your competitors are not doing. If you’re just doing the same things as your competitors the winner will always be the one who started first. There is always a big advantage in being an early adopter.
    And the last part of this, which is obviously pretty important, is the promotion.
  • As a marketer your goal should always being with
  • Who is your dream customer. Who is the ideal fit for your product or service.
  • And what problem does your product or service actually solve? How is your product going to make their life better.

    Understanding these things is at the heart of how some brands are able to grow so fast.
  • For example Slack is an instant messaging application and is one of the fastest growing B2B companies of all time. They’ve just opened offices in Dublin
  • They’re growing really fast. They have well over 500k customers, I think over 170,000 paying customers. They’re adding 1 million in ARR every 11 days. ARR is annual recurring revenue.
  • Their goal is to simply solve the problem of information overload in the office. This is a problem I’m sure we all experience.
  • We lose so much time to interruptions in the office, most of it coming from email. 28% of our working day, which is about 2.1 hours is actually lost to these interruptions
  • The interesting thing about Slacks business is their customers know they have this problem, but have no idea that a solution exists. For the most part Slack isn’t competing with other companies.
  • Instead they see their job as understanding what people think they want and translating the value of their product into their terms.

    They understand the goal of their company and the problem they solve for people who use it.
  • Their goal was to simply transform the experience of getting a taxi. Traditionally getting a taxi was a nightmare, standing out in the rain, trying to find one, not having the cash to pay for it. All these things that used to be so frustrating about getting a taxi were solved by being able to do it all through a simple app.
  • When Uber first started they gave away free taxi rides to people at tech conferences in San Fran. They knew these were the type of people who would share their experience if it was a good one.
  • And that’s what happened, these people loved the experience so word spread.

    Again a company rallying around a very specific goal and finding the right people to share that with.

  • In HubSpot our goal is to help both marketers and sales people grow their business
  • We’re pretty obsessed with solving the goals and challenges of our customers.
  • Everyone in HubSpot understands their goals and challenges, and how HubSpot helps to solve them.

    This is Marketing Mary, she is one of our buyer personas. Describe buyer persona.

    Everyone from the marketing team, to sales teams to services teams knows our different buyer personas and how our product helps them.
  • And like the previous two companies, this approach has also helped us grow pretty fast as well.
  • Growth spurts don’t happen unless you understand the goal of your product or service and educate your customers on how it will solve their problems, in their language.
  • Once you understand your goal, you want to focus on the right targets
  • The problem I see with small marketing teams is they try to focus on too many targets
  • This is a typical B2B marketing funnel and the different metrics you can be accountable for, <explain metrics>

    If you have a relatively small marketing team, you can’t try focus on all these at once.

    You need to pick a couple that will help you grow.
  • When we launch in new countries, we really only focus on traffic and blog subscribers initially.
  • We launched in both Spain and Germany last year, this helps us focus on the right targets as we scale our company in those countries.

    It sets us up for success.
  • What I see big marketing teams do is spend too much time worrying about best practice or coming up with 12 month strategies, which are for the most part, totally pointless.
  • What they should be doing is executing against measurable targets.

    At all times you want to spend the majority of your time actually executing on marketing, instead of coming up with big complex plans.
  • For growth spurts to happen you really need constant execution against measurable targets.
  • In HubSpot we use trello to plan out our goals and targets across each month.
  • We use a traffic light system to keep us on track.

    Green is everything is looking good for us to achieve that goal and target
    Orange is, we could have a problem hitting this, we should really talk about it
    And red is, we are definitely going to miss this, let’s figure out why and make sure it doesn’t happen again.
  • The next part of our growth plan is around acquiring insights from both our competitors and market in general to figure out what we can do to grow our audience.
  • Here is a dirty little secret about marketing
  • Not everything we do actually works.
  • And sometimes what works does surprise us.

    Back in day myself and my brother had a affiliate site selling sneakers. We ranked pretty well in Google for different brands but we wanted to get a second listing ranking as well, so we decided to leverage Youtube.

    Our videos of us trying on shows got over 1.6 million views to day.

    That site was sold a long time ago.
  • When marketing some of the things we do won’t work and what work may surprise us, but we can definitely stack the cards in our favor by doing some work to try validate our ideas before they ever go live.

  • There is nothing new about trying to validate your ideas before acting on them.

    One of my favorite stories on this is from Subbuteo. It’s a popular table soccer game. The game itself was first promoted in a magazine called Boys Own in 1946
  • They managed to get 2,000 orders for a game that didn’t even exist. They actually created the game in 1947 to fulfill those orders and went on to create a really successful company.
  • For marketers today it has never been so easy to validate their ideas.
  • It makes it really easy to figure out who your competitors are. This is a really great feature.

    It will create this table of who it feels your competitors are and show you things like the number of keywords you have in common, these are keywords you are both ranking in the top 20 for.

    This SE keywords are keywords they are ranking in the top 20 for and are creating traffic for their site.

    Really great information for us to know.
  • Once you’ve gathered those insights, you want to leverage all of that knowledge to start experimenting with different tactics to grow your audience

    Experiments mean we want to always look for new tactics that can help us grow faster than our competitors.
  • I really like this quote from Niel Bohr, who was a famous physicist, on experiments.

    “An expert is a person who has found out by his own painful experience all the mistakes that one can make in a very narrow field.”

    What that really means is ….
  • They screwed up a lot .

    This is a really important part of being a marketer. As we said earlier, not everything we do will be successful. But it’s important to constantly test new things.

    We want to find new tactics we can leverage to outgrow our competitors
  • The last part of your growth plan is to get really good at promoting. Promotion has never been so important. As competition for audience get’s more fierce, your ability to promote the things you do will play a massive role in how successful you are.
  • Ok, so we haven’t much time to cover promotion, here are some quick fire tips.

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