Growth Hacking 101 Pro

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In this presentation I teach what is Growth Hacking, the characteristics of the Growth Hacker, the Growth Hacking Funnel and useful resources for Growth Hackers. P.S.: You can consult me in my Clarity profile following this link: http://clarity.fm/growthhackingcoach

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1. The science ofmaking companiesGROWLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 2. Part 1:Definition of Growth HackingLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 3. What is Growth Hacking?Growth Hacking is a new term created by Sean Ellis.Growth Hacking is the science of achieving incrediblegrowth with non traditional strategies.Growth Hacking is also the science that helps youdecide how to move users from one state to the nextone consistently.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 4. How can GH make a company grow?Growth Hacking can make a company growth as aresult of a sum of hundreds of actions that will bringincredible and impactful growth.Growth Hacking can make a company growth, bothvirally because of one action or the sum of hundredsof actions.Effective Growth Hacking is the result of a lot of hardwork. There is no shortcut.Growth Hacking only looks easy once youve foundout the things that work for your product.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 5. Which resources you need to start GH?Growth Hacking is a term now relegated for startups,because:a. They need a fast growth andb. They lack resourcesGrowth Hacking can work without resources, andalso with them.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 6. Who is Growth Hacking for?Businesses looking for an alternative and impactfulsolution for their growth.Startups.Established companies looking to grow theirbusiness.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 7. What is a Growth Hacker?A Growth Hacker is a person whose true north isgrowth Sean EllisA Growth Hacker is a business developer obsessedwith GROWTH.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 8. What is the mission of a Growth Hacker?GROWTH!Their power comes from their focus and obsession inGROWTH.They help early stages startups grow.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 9. Who is the PERFECT Growth Hacker?He or she: Is obsessed with Growth Understands how people flow online Is clever, ingenious, original, creative, inventive, curious,fearless and perseverant. Is obsessed with Analytics Know a little bit about psychology and viral loops Understands very well technology Pushes the boundaries to their limits for growth Understands products can spread themselves Is a MarathonerLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 10. To be a Growth Hacker you dont need to:Be an engineer or a coder: there are amazing toolsthese days to substitute the coder of a teamHave a degree on Marketing: You need to be creativeand find many ideas for growth.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 11. Growth Hackers and AnalyticsGrowth hackers are extremely ANALYTICAL: They love, depend and understand analytics. Analytics are essential for a Growth Hacker. Why: The only thing that counts are results, and results are backed up byAnalytics. Without analytics a growth hacker cannot prove his changes areworking (or not!). Analytics can help them prioritize their to-do list. They keep theGrowth Hacker focus. Analytics make success repeatable (and stop what isnt working) Analytics can predict the future basing results in yesterdays results.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 12. Which tools a Growth Hackeruses?A Growth Hacker uses whatever tools at theirdisposal to increase Grow and to measure it. These are some of those tools: To increase growth Mail: Mailchimp Social Sharing: Hootsuite A/B Testing: LandPages To measure it: Google AnalyticsLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 13. Part 2:The Growth Hacking ProcessLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 14. A-.Checklist before you start GH1. Who are your customers?2. Where are they?3. What are your goals?4. Can you track your goals?5. What are your strengths?6. Execution7. Optimization and RepetitionLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 15. 1. Who are your customers?AgeGenderProfessionIncomeTrainingHobbiesLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 16. 2.How do you reach them?Existing customers: Where do they come from now to your website?New customers: Where do they hang around? Which websites, blogs,they read, comment or visit?Knowing who your customers are, it is easier to findwhere they hang out.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 17. 3. Define your goalsYour Goals have to be NARROW. Break them down.They have to become individual tasks.Do not have broad goals because:You will not be effectiveYou will get lostThe results will be meaninglessYour Goals have to be actionableLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 18. 4. Implement AnalyticsDo you have a system to properly track yourAnalytics?You need to TRACK if you have achieve your goals (orif you havent)Apart from Google Analytics you need to use otheranalytic software to track down other results.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 19. 5. Leverage your StrengthsWhat do you have at your disposal that: Requires little effort Can produce a big impact?Then you have found gold!Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 20. 6. Execute your experimentMake sure you have a control group to compare theresults.Before you do it, WRITE DOWN your hypotheses because:They are a reflection of your assumptionsThey keep you honestBe realistic about the time and the resources is going totakeDo not despair if it fails.Learn from the experiments failure or successDont give up!Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 21. 7. Optimize and Repeat the ExperimentTransform itRepeat it*again, make sure you have a control groupLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 22. B. The Growth Hacking FunnelThese are the phases of the Growth Hacking Funnel:1. Acquisition2. Activation3. Retention4. Referral5. RevenueLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 23. 1-. Acquisition: DefinitionIn this phase you want to ACQUIRE potentialcustomers to your productYour goal is to get VISITORS!How? Marketing, SEO, social media, word of mouth, Example: You visit a page because your friend shared it infacebookLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 24. 1-. Acquisition: ToolsOptimize SEO Slide 45Blog Slide 46Guest Blog Slide 47Content Sharing Slide 48Landing Pages Slide 49A/B testing Slide 50Integrations and APIs Slide 51Social Media Campaigns Slide 52Get Viral Slide 53Influencers Slide 54Member gets Member Slide 55Partnerships Slide 56Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 25. 1-. Acquisition: MeasureNumber of visits to your website throughGoogle AnalyticsKissMetricsMixPanelHubSpotOptimizelyMarketoSumoMeLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 26. 2-. ActivationA visitor gets activated when they come to yourwebsite and engage with you. How?They create an accountThey join the newsletterThey download a reportThey access to competitionsLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 27. 2-. Activation toolsEmail with:UpdatesTips and tricksPromotionsFree ebooksEntering competitionsSoftware:Mailchimp: first 2.000 subscribes freeHubstop: Paying service. Creates fast landing pages withprebuilt social media, mailing campaigns and great trackingA/B testingUnbounceLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 28. 2-. Activation MeasureIn your website with:New emails from usersLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 29. 3-. RetentionRetention happens when users come back to yourwebsiteYou get them to stay active.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 30. 3-. Retention ToolsEmails with:Related topicsTips and tricksDealsNotifications on others activitiesRelated posts at the end of each articleA/B TestingLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 31. 3-. Retention MeasureIn mailing campaigns:Click through rateEmail openingsIn your website with:Repeated visitorsLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 32. 4-. ReferralActive users refer others to your websiteLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 33. 4-. Referral ToolsFor your wordpress blog:SumoMe for sharing articlesOther platforms:HootsuiteA/B testingLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 34. 4-. Referral MeasureGoogle AnalyticsAny other Analytics software, for example:KissmetricsLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 35. 5-. RevenueRevenue happens when you monetize your activeusersLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 36. 5-. Revenue ToolsA/B TestingLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 37. 5-. Revenue ChannelsThere are many tools you can use to get revenue fromyour website. You can:Sell your own productSell other peoples product through affiliatesInsert publicity Private entities Adsense, for exampleLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 38. 5-. Revenue MeasureYour own productYou must have a registry of what is being soldOthers products:They must have a registry of your salesThey must also have the terms and conditions. Forexample, it is important to know the days they areretaining your cookiesOther channels:Adsense pays you per clickPrivate advertisers may pay you with a fix fee, a pay perclick or a pay per impression.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 39. Growth Hacking Software Tools forLanding PagesUnbounceOptimizelyVisual Website OptimizerLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 40. Growth Hacking Software Tools forMetricsMixpanelKissMetricsHeap AnalyticsFlurryGoogle analyticsTrak.ioMozLocalyticsKeen IOKontagentLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 41. Growth Hacking Software Tools forEmail OptimizationIntercom.ioVeroMandrilSent with usUser foxCustomer.ioKlaviyoLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 42. Growth Hacking Software Tools forUser AnalyticsFox MetricsWoopraLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 43. Growth Hacking Software Tools forCustomer ExperienceTestFlightClicktaleSumoMe HeatmapsCrazy EggLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 44. Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 45. Acquisition Tool 1: Optimize SEO Use it and optimize your website in order to receive organicvisitorsToosl for SEO If you have a Wordpress site the best plugin for SEO I havefound is SEO by Yoast. Also I use Google Adwords and Market Samurai to findterms that have high search volumes before I post a new article. Download plugin to get Rich Snippets. To add informationabout you in the post. By the way, also improve your loading time by downloadingW3 Total Cache, a plugin for wordpress.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 46. Acquisition Tool 2: BLOGCreate awesome and super helpful content for yourvisitorsFind out what they are interested in and write helpfulstuff about it.Create images, videos, infografics for itAdd social media widgets. I love SumoMe byAppsumo.You can automate idea generation using googletrends on topics to cover.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 47. Acquisition Tool 3: Guest Blog Reach out to other blogs on your sector. Most of the bloggers are always looking for content. These are the main advantages: It gives you targeted exposure It gives you qualified traffic It builds your credibility Its a great networking channel It opens others social networks when they share your post It opens business opportunities It gets you more guest post offers Blog in Quora please. It is a great place to blog!Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 48. Acquisition Tool 4: Share your contentGet your content out there!Find relevant topics online and self promoteBe useful to the community, not spammy.Automate. How? These are the tools I use: Hootsuite: Master Hootsuite. It is the best tool7 In you blog: Install SumoMe Install Next Scripts, an awesome autoposting pluginLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 49. Acquisition Tool 5: Landing PagesIf you are trying a new idea/experiment, in order tosee the respond, try landing pages.I use www.launchrock.co. It is easy and it does thejobLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 50. Acquisition Tool 6: Landing PagesIf you are trying a new idea/experiment, in order tosee the respond, try landing pages.Get their email address!Completing the process is the only way to leave thelanding page (upssss, like Groupon)Groupon customizes the image on their landing pagedepending on your search term.I use www.launchrock.co. It is free, easy and it doesthe job.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 51. Acquisition Tool 7: Integrations and APIsYou want to get 1% of the big companies clients. Thats works!Get there.Integration in numbers of users:Dropbox: 50m+ users; Shopify - 80.000+ shops signed up;Salesforce - 100.000+ users; Mailchimp - 2m+; Evernote - 30m+Integrations have to make your product BETTERSalesForce is a very powerful integration because:the average Salesforce client pays a lot of money. This is a QUALITY integration.Their changes to pay money for your products is very high.You can also ask your customers which products the use so youcan integrate with those products.Make other large markets to work with your website is superbeneficial for users (AirBnB created a feature to post tocraiglist to get traction)Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 52. Acquisition Tool 8: Social Media CampaignsLeverage vanity and curiosity by teasing usersUser A: give him something cool and encourage him toshareUser B: Gets curious and click, then also learn aboutyour companyLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 53. Acquisition Tool 9: Get ViralBe creative. Find the way to do it.Example: Jon Yongfook created a video game where at the middlepoint to keep on playing you had to invite anotherperson to play. Worked great! 10k+ users in 2 days!Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 54. Acquisition Tool 11: InfluencersGet influencers to talk about your product.How?: Offer it to them for free so they can try it and talk aboutit Give them a monetary compensationLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 55. Acquisition Tool 12: Member get MemberMember get Member technique. How?Refer a friend and get: a discountfree shippinga monetary coupon.Laura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 56. Acquisition Tool 13: PartnershipsPartnerships are very valuableTypes of compensation:Revenue-Share: Easily set up an Affiliate programUp-front payment or revenue guarantee: sometimesneededIn exchange for their service you can offer them aproduct or data for freeLaura Moreno Cabanillas - Growth Hacker Blog: www.confessionsofanentrepreneure.com 57. Thanks!Laura Moreno CabanillasGrowth Hacker15+ years of experience in growthwww.confessionsofanentrepreneure.comwww.linkedin.com/in/lauramorenocabanillas/