A Growth Hacker is someone whose true North is Growth. – Sean Ellis
Ever since Ellis first presented the idea of growth hacking in 2010, it has caught on like a wildfire. Any business, small or big, is looking to the growth hacking science to quickly amass a huge user base.
Growth hacking, in the end, is all about finding the right technique/strategy that allows for accelerated growth of the business.
Here are 3 important growth hacking strategies that can be game-changing for your business:
Hack Your Way Using Product Integrations and Syndication Partnerships
Instead of building a customer base from scratch, a smarter way is to piggyback off what other businesses have accomplished already. Consider Spotify, it was one of the first products to integrate their product into the Facebook feed, building their customer base from Facebook’s well-established user base. Paypal and eBay, Zynga and Facebook, Airbnb and Craigslist are a few other successful integrations.
Product integration is a double win strategy, how? You are giving extra value to your customers, plus you are gaining a good customer base. Seems like a shortcut to growth doesn’t it?!
Another recommended growth-hacking strategy is Syndication partnership, which is nothing but two or more companies cross-promoting their products/services to a combined user base.
According to Kevin Werbach in Harvard Business Review, “Those that best understand the dynamics of syndication—that can position themselves in the most lucrative nodes of syndication networks—will be the ones that thrive in the Internet era”.
For example, a rental house service startup can promote a house cleaning service startup and vice versa. There are many ways to succeed with syndication partnerships; one way is to offer discounts on each other’s products when used together.
Another type of syndication is using the power of influencer marketing, such as blogger reviews to promote the product while paying or promoting the blogger in return. Another option is to exchange guest blogs with a leader in your industry.
Make Drip Email Marketing an Integral Part of Your Marketing Routine
Drip email campaigns are a set of emails that are automated to be sent based on a set of specific criteria like user actions or a specific timeline. These emails are sent from a queue of emails that you have already collected and readied to go out to the appropriate person at the appropriate time. The purpose of these emails is to nudge them to take the next step in their buyer journey.
- Right after the subscription send an email thanking them and explaining how the product works.
- In the second email send them testimonials from your other customers.
- If you are a B2B business, sending an email with a case study may be a good idea.
- Send a third email after a couple of days, giving them a purchase offer.
- After another couple of days, send them an email introducing other products and services you provide.
- Give it a week before you check in with them again to find out if everything is going smoothly.
- If after a couple of months, you don’t see any response from your subscriber, send a ‘we miss you’ email and ask them what went wrong.
- Also, make sure that you attend to your customer’s needs immediately. Using a simple customer support software can certainly help you deliver better assistance and guide them through their buyer’s journey.
Obviously, no one template will work for all companies and experimenting using A/B testing can help for starters. Also using email campaign management tools that guide your way is a good idea too.
A drip email marketing campaign can help you with the following:
- Nurturing leads.
- Welcoming your trial users or any user for that matter.
- Easing the onboarding journey.
- Nudging users regarding their abandoned shopping carts.
- Getting renewals.
- Maintaining user engagement.
The more use cases you can think off, the more help drip email marketing can be to you.
Build a Well-equipped Website to Help you Convert
Your website is the key weapon that can ultimately entice or repel your customer into doing (or not) business with you. All the social media advertising, guest blogging, sponsored ads can be all for nothing if your website fails you.
Growth hacking is not just about driving traffic to your website, it is also about what the visitors do after they land on your website. For example, they could recommend you to a friend, or share your content or do business with you themselves even. But for all this to happen, you have to get your website and landing pages right.
When we first started my startup Hiver’s website, we had to do a lot of experimenting and had to keep improving our website based on the results we got. While going through my own trial and errors, I came to understand that there are two major problems a website should address.
- Building helpful and simple landing pages that can guide the visitor.
- Offering social proof of your business success and credibility on the website.
Most landing pages fail to communicate the product proposition well. They fail to communicate how the product will simplify lives/processes. They talk about features, rather than solutions.
Here are some tips to keep in mind when designing your website:
- Use a problem-solving tone when explaining your product/service, don’t drone on about your features.
- Create a flexible landing page, which can be updated depending on its performance or changes in trends.
- Use heat and scroll maps from Crazyegg or Clicktale to visualize the areas which create the most engagement and the areas which create the least engagement, and take action accordingly.
- Create simple to understand pages for not-so-aware visitors; technical jargon is an absolute no-no!
You can use this detailed landing page optimization guide for building a better website.
Now let’s discuss the second point – How do you use your website to establish your credibility and build trust? By providing social proof, how do you do that, you may ask? Here are a few tips:
- Display logos of the companies you have worked so far with on your landing page.
- Publish case studies done on your customers on your blog.
- Publish product reviews on your blog, have a testimonial page and mention your recommendations.
- Displaying website performance stats for everyone to see. For example, something like 1,00,000 people visited our website in the last month.
- Also, on our website, we place quotes from our well-recognized customers on our product on the landing page – establishes credibility in a subtle way.
There is no definitive guide to follow for growth hacking; it is an overlap of data, technique, and creativity and arriving at the right ‘hacks’ for your business goals will involve a lot of experimentation. Having said that, the three hacks mentioned above are great strategies to start off with.
Growth hackers have a common attitude, internal investigation process, and mentality unique among technologists and marketers. The mindset of data, creativity, and curiosity allows a growth hacker to accomplish the feat of growing a user base into the millions. – Andrew Chen
Author – Niraj Ranjan Rout
Niraj is the founder of Hiver (hiverhq.com), an app that turns Gmail into a powerful customer support and collaboration tool.