Growth Hacking describes a discipline that combines various methods of digital marketing with the goal of efficient growth. It’s all about improving your so-called “NORTH STAR METRIC” – the one and only, most important, KPI – which is crucial to the success of your business. A Growth Hacker is an interdisciplinary marketing manager who understands virality, PR, SEO, SEM, product design (basics), UX, marketing tools (technology stack), email marketing, content marketing, funnel marketing, behavioral psychology, brand positioning, and storytelling. These disciplines are traditionally organized in separate departments in larger organizations – Growth Hackers combine those and act across them.
Growth Hacking comes from startups, which are forced to grow as fast as possible with little human and financial resources. The better a startup may hack its growth, the faster its value increases and venture capital funds will, therefore, fund them round over round. Only those who are at the top in the race of start-ups receive venture capital and can thus continue their international triumphal march.
A marketer whose north is growth. The passion for growth pushes him towards testable and scalable methodology to skyrocket the desired metrics. His best tool is creativity and product experience data & analysis are his muses. He jizzes his pants when he comes up with repeatable growth strategies.
His key objective is to promote the brand. He uses various digital media forms in his journey to reach the consumer. Social media marketing, search engine marketing, and paid advertisement are just a small fraction of the marketing aspects he can work with. Dynamic customer interactions are what it makes them hyped.
What tools does a growth hacker use?
Here is a laundry list of the primary tactics most growth hackers use: (Let me here those check sounds people)
- Viral Acquisition: Leveraging built-in product features to encourage existing users to share your product with new users.
- Paid Acquisition: There are many types. To name a few, search engine marketing, aka Google AdWords; Facebook ads; display ads; mobile ads; radio, TV, OOH (out-of-home), and many others all can be part of one’s arsenal – but they don’t provide accurate enough source attribution for most growth hackers; and finally, affiliate marketing, or providing incentives to third-party marketers who then promote your product for you and take a cut of the revenue.
- Content Marketing: Leveraging blog posts, infographics, and viral videos to increase brand awareness and site traffic. Turn those visitors into users.
- Call Centers / Sales Teams: Surely building a sales teams does not count as “growth hacking,” but recently a new trend is emerging: leveraging outsourced low-cost labor to help support a startup’s efforts (usually in the Philippines, sometimes college interns). These workers can do anything from massively e-mailing your prospective customers to create hundreds of SEO-friendly pages. In these cases, I would consider it a form of “growth hacking.”
- E-mail Marketing: If you believe a growth hacker’s job is not just to increase new users/customers but also to engage them or encourage them to spend more money, then e-mail marketing is a significant part of their arsenal.
- Search Engine Optimization (SEO): Don’t be fooled: what most mainstream SEO books and articles talk about is very different from what startups do for SEO. Startups that use SEO effectively build a scalable infrastructure that applies to tens of thousands or million of pages. Most of the SEO theory on the web is focused on ranking for just 5-10 keywords.
- A/B testing and Analytics: Though this is not an acquisition method, there is no doubt that heavy data analytics and A/B testing helps a growth hacker improve their acquisition and conversion funnels.
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