Post on 19-May-2020
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!1
HACK THE GROWTHGrowth Strategy & Digital Marketing
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AGENDAagenda
Definitions (My)
IntroTechnological
optionsMindset Outro
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!3Entrepreneur / Advisor / Growth Hacker / Investor t.moulos@gmail.com
Advisor/Speaker
Advisor and board member in numerous companies
Speaker in growthMarketingConference.com Guest Lecturer in NYU Stern School of Business Guest Lecturer in Alba Business School Lecturer in growthAcademy Lecturer in growthX Academy (SF)
Entrepreneur Co-Founder & CEO, Growthrocks.com
Co-founder growth.university Co-founder growthhackingacademy.gr Co-founder contentmarketingacademy.gr Co-Founder of viral-loops.com Co-Founder of vitrinabox.com Co-Founder search-in-a-box.com
Theodore Moulos
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36 Months
on Growth
47 GrowthRockers
13 Countries
7,5
15
22,5
30
139+ Customers (today)
Greece, UK, Sweden, Finland, Dubai, India, US, Singapore, Netherlands, Malta
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!5…called agile marketing & marketing before that
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AGENDAagenda
Definitions (My)
IntroTechnological
optionsMindset Outro
Growth Hacking Building A Growth Framework
Made with by @tmoulos
Today, we will go through why some companies
succeed and some companies
fail
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Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, new technological options and metrics to sell products and gain exposure.
What is Growth Marketing?
Marketing for the poor
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Growth Hacking is the mindset and process of chasing growth for your
company no matter what . You should be creative and execute like a pro.
What Growth Marketing Really Is
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Growth is not a bunch of small, tactical growth hacks. (Make a button this color, etc.) It is a full model and system with linked parts and loops that align with your business.
Andrew Chen Uber
What Growth Marketing Really Is
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The evolution of marketing:
Studied in business schools #NOT Runs by “Technicians” Connects with Sales Targets Has a clear ROMI represents your business objectives
What is really the Growth Hacking?
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Marketing vs. Growth
Marketing Growth
FocusBranding
AwarenessAcquisition
Full AARRRFunnel
GoalsNr. of leadsRegistrations Downloads
Growth Rate
Team Marketing Design
Engineering Design
Data Analysis / UX
Product Impact little impact A lot of changes in the product
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ACQUISITION (Get New Customers or Traffic)
ACTIVATION (Make them t Register)
RETENTION (Make them return)
REVENUE (make them buy)
REFERRALS (Let them spread the
news)
A typical AARRR Funnel
Above the line
Below the lineTV, Radio, News
Brochures, websites
Growth Marketing
We have around 40 funnels in our companies
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Visitors - Traffic on site
Product Preview
Add to Cart
CheckoutInitiation
CheckoutStep1
Step2
Step3
Sales
A typical check-out Funnel Analyse this … and then you know what to fix
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Today, the marketing department generates revenue instead of represent an expense for the company. So in order to do it and do it right, there must be some analytic. They call it business intelligence.
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Digital Marketing → Awereness Growth Marketing → Sales
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speak
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your
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What gives the founder or CEO confidence in the new digital world?
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!18What gives me confidence as a founder, entrepreneur, marketer 1) Knowing technological options, to utilise and be ahead of
competition
2) Automations, to utilise as less resources as possible and to “activate” my customers from free to paid (inbound)
3) Data Scraping, to learn from the public information out there and leverage that for my benefit
4) Having the ability to “Monitor the performance” of my company, for obvious reasons
5) Knowing where to find your audience via inbound channels
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All the above are useless without…
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!20
AGENDAagenda
Definitions (My)
IntroTechnological
optionsMindset Outro
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#NOT The correct mindset is the one that should give you the confidence of nailing the new era
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Love your company’s growth as much as you love your product or service you
offer to your customers/users.
Rule 1 Do it out of love
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Rule 2 Collaborate
There can be only one (per period)
Facebook focused on getting people to 10 friends in 14 days.
Rule 3 Select your KPIs carefully
There will be times when you will be continuously failing for months without growing at all.
Rule 4 Be relentless & get used to fail.
Growth Hacking is for hustlers.
You need to have the guts to do take responsibility and standstill.
Rule 5 Data ruins the best stories
Bring the 80% of the impact with the 20% of the effort
Rule 6 Work smart not more
Don’t spend your capacity on meaningless things
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AGENDAagenda
Definitions (My)
IntroTechnological
optionsMindset Outro
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!29
already
Because Marketing has changed
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Data Driven Marketing is kingThe Measurements Changed
Scrolls: Scroll MapsClicks: HeatMaps The path they follow
Monitoring the visitor (user journey) before becoming “known”
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The Touch Points ChangedSmart assistants are the future of search!
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!32
Burger Kind ad
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The Shopping Experience ChangedWalkthrough virtual shopping
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The Platforms Changed Mobile apps vs. Bots vs. Extensions
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M Is An Ai Assistant Designed To Automate Tasks
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Messenger Marketing Chatbots and automated dialogs
1 Billion 80% x4-10 Ac!ve Users Open Rates CTRs compared to email
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!39
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The larger Publisher in the world changed
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Instant Articles / AMP Better for People. Better for publishers & Google
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!42
A typical Activation Funnel (Trial > Paid)Assuming you have 10 days trial on your SaaS product
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What have we been doing till today?
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GWe have been measuring success by the amount of traction driven to our website.
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This is considered old school.…and this is not Growth Marketing.
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The era in which we measured success by how much traction we drive on our web properties is over.
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I SEE POTENTIAL CUSTOMERS
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CONVERT VISITORS INTO CUSTOMERS
WWW USERS
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We now have the ability to convert users outside of our own properties.
…and drive the traction we were once driving to our web properties… THERE instead.
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Here is a secret…..
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We need to Silently Nurture prospects
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And hand them over to our web properties when they are ready to purchase!
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Prepare Valuable Content:
- Provides Value - Is engaging, captivating - Is persuasive - Tells a Story
Move them down the funnel OUTSIDE of your properties
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your
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What is better than ranking #1 in Google?
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*Full blown websites,
*Landing Pages,
*Power Pages,
*Engineering-as-marketing Pages or apps
*Mobile apps
*BOTs
*Pre-launch Pages and
*Other specialized pages.
Growth Marketing is about WEB PROPERTIES
are very commonly part of a growth strategy. In order to implement those you need to streamline the process (remember the period as per sprint analysed above) that would allow you to deliver in
maximum 5 Days!
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The new Paid Ads wayTreating every potential customer differently
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!57
AGENDAagenda
Definitions (My)
IntroTechnological
optionsMindset Outro
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makes
Don’t try to get Tomorrow’s customers
using Yesterday’s tools
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Few things to remember
YOU CAN’T DO TODAY’S JOB WITH
YESTERDAY’S METHODS AND BE IN
BUSINESS TOMORROW!
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Great founders are natural growth hackers and find a
way to grow their companies.“
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