Growth Hacking Fundamentals: Real-world Uses Of Growth Hacking To Quickly Expand Your Customer Base
By Mark Nelson
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About this ebook
Learn the concepts, methods, and successful real-world uses of growth hacking to quickly expand your customer base. Learn what elements have to be in place for growth hacking to be successful, including site analytics, a great landing page, an understanding of the funnel, and a solid testing plan. Author then explains typical growth-hacking opportunities as well as strategies for generating an audience via SEO, influencers, content marketing, social-media engagements, advertising, current events, and more.
The course concludes with growth-hacking case studies, highlighting the growth-hacking techniques that helped propel such companies as Airbnb, Uber, and Tinder to explosive growth
Mark Nelson
Dr. Mark Nelson is a founding director of the Institute of Ecotechnics and has worked for several decades in closed ecological system research, ecological engineering, the restoration of damaged ecosystems, desert agriculture and orchardry, and wastewater recycling. He is Chairman and CEO of the Institute of Ecotechnics, a U.K. and U.S. non-profit organization, which consults to several demonstration projects working in challenging biomes around the world as well as Vice Chairman of Global Ecotechnics Corp. and head of Wastewater Gardens International.
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Growth Hacking Fundamentals - Mark Nelson
Growth Hacking Fundamentals
Real-world uses of growth hacking to quickly expand your customer base.
By: Mark Nelson
Copyright
Copyright © 2016 by [buysoak]. All Rights Reserved
No part of this book may be used or reproduced in any manner whatsoever without written permission, except in the case of brief quotations embodied in critical articles or reviews.
www.buysoak.co.uk
Disclaimer
This ebook has been written for information purposes only. Every effort has been made to make this ebook as complete and accurate as possible. However, there may be mistakes in typography or content. Also, this ebook provides information only up to the publishing date. Therefore, this ebook should be used as a guide - not as the ultimate source.
The purpose of this ebook is to educate. The author and the publisher do not warrant that the information contained in this ebook is fully complete and shall not be responsible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by this ebook.
Contents
Growth Hacking Fundamentals
Disclaimer
Introduction
Welcome
1.Fundamentals of Growth Hacking
What is growth hacking
What makes a great growth hacker
The process of growth hacking
Understanding the funnel
2.Developing plan for Growth
Understanding your customer
Understanding your product
Identifying your core strengths
Setting up your tracking and analytics
3.Preparing for Growth
Integrate remarketing
Build an incredible experience
Evaluate your fit
Leverage your customers
Retain your existing users
4.Planning Clear Tests
What is A/B testing?
Data-Driven growth hacks
Handling failed experiments
5. Choosing Your Growth Hack
Finding your opportunity
Staying focused
Researching your competition
6. Generate Your Audience
Identify core influencers
Unlock virality
Taking a less-direct approach
A look at research tools
7. Incentivize Your Users
Creating an incentive strategy
Exclusivity as an incentive
Social-currency incentives
8.Generating Growth Moments
Creating partnerships
Consider walking the gray line
API integrations
9. Case Studies
Introducing the case studies
Airbnp
Tinder
Square
JetBlue
Uber
Conclusion
Wrapping Up
Introduction
Welcome
welcome to Growth Hacking Fundamentals. In this course, we'll take a close look at how to identify and leverage opportunities in the market to grow your business. I'll provide you with the high-level concepts necessary to adopt the mindset of a growth hacker, and understand the methodology behind it. Throughout each chapter, I'll provide you with an understanding of why growth hacks work, when they don't work, and what steps to take before you get started. We'll also go beyond the concepts, and take a look at companies who have successfully implemented growth hacking into their marketing efforts.
Now, this course isn't going to give you an exact list of what to do, or a clearly-defined formula to follow. Growth hacking requires your own individual creativity, and unique perspective as it relates to your industry. So, instead I'll be giving you a look into the world of growth hacking so you can find inspiration, and adopt the right mindset to find success. Let's get started.
1.Fundamentals of Growth Hacking
What is growth hacking
- Growth hacking is a fairly modern term. It was coined by successful entrepreneur Sean Ellis in 2010 through a blog post. There, he defined a growth hacker as a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. The truth is growth hacking has been happening for a lot longer than that. We just didn't have a term to describe it. Growth hacking is really about exploiting information or users to generate impressive and often mind-boggling gains in traffic, revenue, or users.
A growth hack is typically very limited in scope. It can be very small and a very specific idea. I heard a great example of a growth hack from Adam Penenburg, Journalism Professor at NYU. He shared a story from the founders of Hotmail.com, a free email service that was launched in 1996. The founders were debating how to spread the word of their new venture. They could put ads on billboards, in magazines, or on the radio, but that would've been expensive, and those costs didn't make sense given that Hotmail was free. So they decided to put a default signature line at the bottom of every email.
It read something to the effect of get your free email at Hotmail with a link back to their site. They essentially turned their users into advertisers. Within seven months, they had over two million users. Thirty months and they were at 30 million users. It was a risky idea but the data supported the growth. At its core, growth hacking is about forgetting the rules of traditional marketing and hyper-focusing on a core piece of your business. You'll work with only what is measurable and relentlessly pursue growth by making data-driven decisions.
Let's look at it another way. If we peel away the buzzword, what we're essentially talking about is data-driven, lean marketing. We're focusing on low-cost and innovative approaches that aren't decided by instinct or a gut reaction. This style of marketing requires selecting an area you want to grow, and then designing a specific strategy that is easily measurable. Growth hacking uses data to understand what's working and what's failing. Now at a service level, that sounds a lot like traditional marketing, but we're going beyond conversion rates, beyond brand mentions, and even beyond how many likes your Facebook page has.
The type of information central to growth hacking is often centered around the product experience. Why are users clicking certain buttons? What