Marketers Guide to Growth Spurts

The Marketers Guide to Growth Spurts.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanaganhubspot.com

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Why should

marketers care about

growth hacking?

Growth hacking

is a mindset

more than a

toolset.

@danmartell

For marketers focused on

growth, both the opportunities

and challenges have never

been greater.

It’s a lot like money

Making your first million is the hardest

(so I hear)

Once you’ve an

established audience

it’s a lot easier to

make new things

successful.

#5 iTunes Podcast - Business

So, let’s talk about GROWTH

Marketers Guide to Growth Spurts

Goals &

Target

Insights Experiment Promote

Like Hell

As a marketer, your goalshould always begin with a question.

Who is your dream customer?

And what problem does your service or product solve?

Slack is one of the fastest growing B2B companies of all time.

With a goal of solving informationoverload in the office.

Most knowledge workers lose

28% of their day or 2.1 hours

to constant interruptions

Slack’s customers don’t know a solution exists.

Our job is to

understand what

people think they

want and translate

the value of Slack

into their terms

@Stewart, Co Founder of

Slack

Uber is valued at $41 billion, and is still a privately owned company.

Their goal was to simply transform the

experience of getting a taxi.

They started by giving free taxi rides at tech conferences in San Francisco.

The experience was so good that word

spread.

In HubSpot our goal is to help businesses grow.

We’re obsessed with solving the goals & challenges of our customers.

It has helped us to grow pretty quickly as well.

Over 15,000

customers and

counting!

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

Growth hackers focus on clear targets

“We set our goal for

the year to getting

3,333 customers for

our new course” –Noah Kagan

Small marketing teams usually try to focus on too many targets at once.

Get Visitors

Get Leads

Get SQLs

Customers

Visit to Lead %

Lead to SQL %

SQL to Customer %

When HubSpot launches in a new

country our initial focus is traffic &

subscribers.

It helps us focus on the right targets as we

scale.

Big marketing teams usually spend too much time on “best practice” and “strategy”.

Get Visitors

Get Leads

Get SQLs

Customers

Visit to Lead %

Lead to SQL %

SQLto Customer %

Growth spurts need

constant execution

against measurable

targets.

@Searchbrat


Goal &

Target


Like Hell

Here is a dirty little secret …

… not everything a marketer does will work.

And sometimes what works surprises

us

But we can stack the cards in our favour by validating ideas before they ever go live.

Subbuteo first promoted their game in Boys Own Paper in 1946.

The game didn’t exist, but they still got

2,000 orders.

Today, it has never been so easy for marketers to validate their ideas.

Get a list of your competitors with SEMRush.

Find what’s already been successful with their

audience.

Find what’s already been successful with their

audience.

Setup content alerts for competitors.



It’s harder to attract a link than a social share.

It’s harder to attract a link than a social share.

You can do this for a particular domain.

Have people left feedback on how

that content can be improved?


Goal &

Target


Like Hell

It means they’ve f**ked up a lot.

Experiment with headlines.

“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

We can see what’s working for competitors.

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

Create variations of your headlines for

both the blog and different social

networks.

Test on social media before your main “push”.

Make your content more shareable.


There is a 19% increase in

retweets when you include

a quote.


There is a 17% increase in

retweets when you include

a stat.

The Pop Up is back

The YES or NO Persuasion Technique.

The YES or NO Persuasion Technique.

The Content Upgrade from Brian Dean.

Try Longer-Form Content

SERPIQ study found the average content

length for a web page that ranks in top

10 is 2000 words.

From looking at our own

blog posts we’ve found

longer posts have a

positive impact on traffic.

And the number of social

shares they receive.

And the number of links

they receive.

The Mini Case Study

“Digging deep into data by

scraping, cleansing and

structuring it, filtering by

mining for specific

information, visualizing and

making a story.”

Take a topic that performs well, add real data &

actionable takeaways

Create 10X versions of content that has already

been successful.

Create awesome tools for your audience.


Goal &

Target


Like Hell

Here comes the quick-fire round.

Use Snip.ly to steal borrow other

peoples content for your own gain

Find trending content in your industry

Share it and send traffic back to your

site

Or even better, start a FIRE.

Create a social calendar based on

when your social followers are most

active.

Followerwonk can find the times your

Twitter followers are most active.

Use Facebook insights to find days and

times your fans are most active.

Schedule your social updates when your followers are most active.

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

Promote your content to an existing

fanbase

Who has already shared

content like this?

Who has linked to content like this?

What sites already have an audience for this topic?

Finding email addresses has never been so

easy

Is your content newsworthy?

Build a list of journalists interested in your

topic.

Now go forth and GROW!

Goal &

Target


Like Hell

Get in Contact.

Twitter: @searchbrat

LinkedIn:

linkedin.com/in/kieranjflanagan

Google+: Search for “Kieran

Flanagan: