Growth Hacking and Full Stack Marketing For Startups

Is growth that important?

Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)

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.

ADD origins of Growth Hacking slide

The origins of growth hacking with Patrick Vlaskovits, Sean Ellis, and Hiten Shah.

Earl Tupper

The Graveyard of Good Ideas

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?

Some innovative startups do succeed.

The Medium is the Message

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?’

Your Product

Your ChannelEvolve like the orchid and the orchid fly.

Hacking Growth in 1948

Evolution from Medium to Channel

0) The Hyped Next Big Thing1) The Wild Wild West2) The Hockey Stick

3) Tragedy of the Commons4) Governance & Civilization

Bound your losses.

The Innovation Spectrum

Growth Hacking vs Marketing

The Medium is the MessageLinear

ExpensivePredictable

Exponential“Cheap”

Explosive

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?’

ADD origins of Growth Hacking slide

Tesla

ADD origins of Growth Hacking slide

The Eagles in the 70s & 80s

ADD origins of Growth Hacking slide

Contour Cameras vs. GoPro

ADD origins of Growth Hacking slide

Tim Ferris + BitTorrent

ADD origins of Growth Hacking slide

Chili’s + Instagram

MESSAGE:

TupperwarePayPalYour product?TeslaZyngaPebbleApple products

MEDIUM:

Home partiesEbayYour channel?Luxury storesFacebookCrowdfundingApple retail stores

MESSAGE:

??AI????

MEDIUM:

VR & ARBitcoin?3D PrintingInternet of Things & WearablesDriverless carsDrones

Patrick Vlaskovits (@Pv)

Today’s Agenda

PSYCHOLOGYPARTNERSHIPS

(lunch)SEO FUNDAMENTALS

PAID MARKETINGGROWTH HACKS

Case StudyDetailed Walk-through

ExerciseRelated Growth Hacks

Tools & Takeaways

Inexpensive.DIY & Do-it-Today.No experts needed.

Simple.Low risk.

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.

Casey Armstrong (@CaseyA)

Zero to Hero

100s of signups per month -> 100s of signups per day

Innovative Products -> Innovative Marketing

Psychology

2 sales from 16,668 visitors

0.012%

Email #0: Weekly Tips

Email #0: Response

Email #1: Survey

Email #1: Response

Email #4: Pre-Launch

Email #4: Response

Email #6: Launch

Email #6: Response

Robert Cialdini's Six Principles of Influence

1. Reciprocity

2. Commitment & Consistency

3. Social Proof

4. Authority

5. Liking

6. Scarcity

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.

Layering Psychology Triggers1. SurveyReciprocity + Commitment

2. Pre-LaunchReciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity

3. LaunchReciprocity + Commitment + Consistency + Social Proof + Authority + Liking + Scarcity

4. End LaunchScarcity (no more discount + no more bonuses)

Optimizing Growth

Casey Armstrong (@CaseyA)

Before:2 sales from 16,668 visitors = 0.012%

$32After:

978 sales from 10,881 visitors = 8.988%

$15,378

Full Stack Marketing1. AcquisitionSEO

2. ActivationPsychology + CRO

3. RetentionEmail Marketing + Storytelling + Content Marketing

4. ReferralPsychology + Email Marketing + Storytelling

5. RevenueCRO + Analytics

Recap1. Structure: Survey, Pre-launch, Launch, Post-Launch

2. Layer Triggers: Reciprocity, Commitment & Consistency, Social Proof, Authority, Liking, Scarcity

3. Test, Track, and Automate

Tools & TakeawaysSurvey: Google FormsPop-up Tool: Qualaroo

Payment: Gumroad API: Zapier

Email Automation: MailchimpAnalytics: GA & Google Docs

Partnerships

American Airlines

Intuit

Partnerships aren’t win-win.

Win-win-win. They. You. Shared audience.

Partners want to help you, help them, help you.

ScreenFlow + Flowtility

Exercise

Pitch a potential partner via email.

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.

American Airlines + The Lean Entrepreneur = Book Tour

Growth Hacking Workshops Across Europe

Exercise:

Tweaking the Message to Better Fit The Medium

How would you find?

Casey’s email addresses & phone number.

Connectifier

Connectifier on Twitter

Connectifier on Meetup

Labnol’s Gmail Mail Merge

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.

Tools & Takeaways

● Connectifier● Rapportive● SideKick by Hubspot● Email4Corporations

Lunch

SEO + Content Marketing

SEO Is Everywhere

Amazon is a search engine.

Slideshare is a search engine.

GrowthHackers.com is a search engine.

Eventbrite is a search engine.

Yelp is a search engine.

Onsite SEO: Focus on what you control to set yourself up for success.

Clean Up Your House

Google Webmaster Tools: Find opportunities on keywords you are already ranking for.

Google Keyword Planner

Google Analytics + GWT + Keyword Planner

Title, Header, URL, Content, Alt-text, Internal Linking, Meta Description

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.

The superpowers of naming things.

The superpowers of hooks.

The superpowers of data-driven gifographics.

The superpowers of naming things + hooks + data.

Exercise

Write a man-bites-dog hook

eg The Brilliant BlunderCooking without a Kitchen

SEO = Lead Gen + Cust Dev

Unsexy Products: Looking for publicly available data that is not online.

Public Excel Data + ThemeForest + Envato

BuzzSumo: Set yourself up for success. What types of posts are people sharing and who are the influencers.

BuzzSumo + Data + Infographics

Find publicly available data, such as GitHub Archive.

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

Tools & TakeawaysSEO & Content: BuzzSumo, SEMrush

Data Sources: Github Archive, BuiltWith, NerdyData

Webscrapers: Import.io, Kimono, Mozenda

Paid Marketing

Google Grants FTW

Find keywords you can bid on for a specific amount of money.

Find similar keywords for a specific amount.

Test dynamic keyword insertion for higher CTRs.

Twitter Event Ads: Hashtag Arbitrage

New Advertising Platforms + Teams

Moat: Display Advertising Ideas

SEMrush

Create Your Own Paid Networks

Facebook or Twitter IDs

Remarketing: You already spent so much time and money to get people to your site.

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

Growth Hacks FTW!!!

?sub_confirmation=1

POPUPS?

Mobile Popups FTW!

@SamuelHulick

@SamuelHulick

@SamuelHulick

@SamuelHulick

High-Risk Growth Hacks

(probably violates TOS)

Social Search Scrape+

Site Scrape+

Email Harvest+

Full Contact Lookup+

Automated Emails

Local Search Hacking

Exact Match Domains+

Custom Scalable Content

MTurk+

Autocomplete

Browser Extensions

AI

Conversica

Wikipedia

Company PagesComparison Tables

New Terms

Social Media Notifications

The Growth Hack Hall-of-Fame

Brownie Wise aka Growth Hacker

Is growth that important?

Growth Hacking and Full Stack Marketing for Startups by Patrick Vlaskovits (@Pv) and Casey Armstrong (@CaseyA)