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Growth hacking – creative ways for business success
Luke Szkudlarek, Partner at what.digital26th April 2016Confidential
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Agenda
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- Intro
- Digital Marketing vs. Growth Hacking
- Growth hacking cases
- Q&A
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what.digital Team - Digital Strategy Lead
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- 10+ years of experience in online marketing, development, digital strategy & digital project management
- Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Hotel Chocolat, Chopard and recently Victorinox
- From 2015 Partner at what.digital, growth strategies for startups & established brands
- M.S. in Business Computing, Poznan University of Economics
- More about Luke on LinkedIn - linkd.in/LukeSzLuke SzkudlarekDigital Strategy Lead
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About what.digital
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- We help brands grow online - typically measured with revenue, traffic or engagement
- Led by digital professionals with world-class experience
- Company founded in 2015
- Based in Zurich, UK & PolandFind out more at
www.what.digital
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Our Services
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Web Design & Development
Digital Strategy Coaching
Acquisition, Activation & Retention
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Growth Hacking Definition
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- Growth hacking degree doesn’t exist
- 80% of growth hacking is best practice, 20% subversiveness
- Speed matters
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Growth Hacking Requirements
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- Influence product design/roadmap
- Learn fundamentals of digital marketing
- Learn basics of code, avoid “I’m not technical.”
Create your own growth hacks!
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Growth Hacking vs. Digital Marketing
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Growth hacker Digital marketeer
Rapid prototyping & testing Brand & Positioning
Break conventions Done “by the book”
No plan Media planning
Action focused ‘Business case’ thinking
Platform/audience led Channel thinking
Sources of Growth Hacks
- Digital Marketing Channels
- Data driven insights
- Platform integrations/APIs
- UX Design / Testing
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Case Study: Hijacking an existing audience (1)
- Where does your audience hang out?
- Target the largest sites
- Use data driven insights
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Case Study: Hijacking an existing audience (2)
AirBnB and Craigslist integration
Source: Luke Bornheimer
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Case Study: Building an Email List (1)
- New company
- Well connected individuals
- Lead generation mostly through networking
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Case Study: Building an Email List (2)
- Avoid temptation of mass-email
- Consent?
- Segment your audience
- Create an email campaign, add value!
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Case Study: FREE Paid Advertising
- Online advertising is getting expensive
- Cost Per Clicks on search engines are rising
- Display or paid ads mostly labeled as not working, not relevant etc. by startups
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Case Study: YouTube - Summary
- 94% users skip after the 5 second mark
- Take advantage of hybrid targeting
- FREE if users skip, i.e.
- Pay only for interactions
- OR views (30 sec or whole video)
- Cost Per View of 0.05-0.07 CHF
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Recycle your audience - Video Remarketing
Case Study: Twitter Automation / Credibility
- New company
- Busy chasing new prospects
- Need to show expertise - “eat our own dog food”
Case Study: Top Google Searches
Followers Magnet on Twitter (1)
Case Study: Twitter Growth Hack - Results
- Automated interaction (5 min / day of manual work)
- Steady growth of quality followers
- Authentic content, but still automated
Twitter Followers
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what.next
- Connect on LinkedIn: http://linkd.in/LukeSz
- Zurich Growth Hacking meetup - http://www.meetup.com/Zurich-Growth-Hacking-Meetup/
- Follow @whatdotdigital
- Growth Hacking Fundamentals course (from 10th May)
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Thank You
what. makes your customers tick
24
what.digitalSihlquai 1318005 ZurichSwitzerland
+41 79 777 [email protected]
