growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

How to create kickass marketing strategies using analytics

@evelinesmet

The Farm

Free-lance

Start upBBDO

My career path so far

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Freelance clients

What clients ask :

Should we increase our Facebook budget this year? What is the ROI?

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

Every year, there’s a new trend in marketing land..

Growth Hacking

Digital Marketing

Content Marketing

Inbound Marketing

Every year, there’s a new trend in marketing land..

Growth Hacking

Digital Marketing

Content Marketing

Inbound Marketing

You have to be where your customers are

You have to create value

You have to optimize your owned channels

You have to generate sales byusing analytics

Let’s talk about..

Growth Hacking

Inbound Marketing

You have to optimize your owned channels

You have to generate sales byusing analytics

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get

prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting

content.

Inbound Marketing

Inbound Marketing

Inbound Marketing

Case study: inbound marketing for B2B client

Inbound Marketing

Case study: inbound marketing for B2B client

Client Me

Case study inbound marketing for B2B clientInbound Marketing

own channel

2014%

2015%

Inbound Marketing

Case study inbound marketing for B2B clientChannel: e-mail

Inbound Marketing

Learning: Sending more e-mails will not do the trick for this B2B client

Inbound Marketing Digital Strategy 2015 for B2B client

More SEO - optimization

More partnerships => referrals

Optimize conversions via direct by optimizing website

Leverage own channels

Optimize paid search

Send less mails but make them more targeted

Perform tests with # social media channels

Case study inbound marketing

Inbound Marketing

The marketing funnel

TV-advertising

e-mails, fb ads to fans Referral

Google AdWords CTA on website Remarketing

sales subscription

Targeted banner

First determine which phase in the funnel you want to target, then choose your channels accordingly

What is growth hacking?

Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain

exposure. Growth hackers focus on low-cost and innovative alternatives to traditional marketing.

Growth Hacking

Growth Hacking

Dropbox didn’t spend much on marketing, they created a clever growth hack. By referring your

friends, you would get extra space.

Growth Hacking

Hotmail hacked virality by adding this simple phrase to each e-mail

Spotify ‘spammed’ Facebook with the songs people were listening too. Another clever way of gaining

traction.

Mobile Vikings used one of their USP’s (a lot of GB for little money) to create a viral hack. They gave

their users unlimited internet for a day and encouraged them to setup hotspots for their friends.

Growth Hacking

Growth hacking isn’t purely digital. Back in 1950, Mc Donalds figured out that 80% their clients were

commuters and truckers. So they created the golden arches to become more visible on the highways.

Airbnb hacked the Craigslist API so that every post was automatically published to the platform. This

hack got them a lot of traction.

Twitter knew that it was all about active users and that users would only revisit their platform if they

followed at least 5 users. So they made a following suggestion page.

Growth Hacking

Know your customer

Map your conversion funnel

Identify what you are going to optimize

Set KPI’s so that you can measure

Track everything in Google Analytics

Keep optimizing & testing

Growth hacking checklistGrowth Hacking

Growth Hacking

Know your customer

Growth Hacking

vs

Know your customer

A conversion funnel is really an idea or a way to visualize and comprehend the flow and conversion of potential customers into paying customers. If you can

understand and analyze the process, then you can take actions to improve that flow.

Business Step #01

Check out

Business Step #03

Online shopping websiteGrowth Hacking

Add to cartSign upVisit website

1000

200

5040

Map your conversion funnel

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

50

Conversion rate = 4%

Check out

40

1000

Visit website

Map your conversion funnel

Online shopping website

Visit website

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign up

200

50

Conversion rate = 4%

Cost per acquisition :25€

Check out

40

Cost per click :1€

Visit website

1000

Map your conversion funnel

Online shopping website

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

50

Cost per acquisition : 25€

Check out

40

Lifetime value : 100€

Cost per acquisition :25€

Revenue per user : 75€

Map your conversion funnel

Cost per click :1€

Visit website

1000

No e-commerce? No problemGrowth Hacking

Map your conversion funnel

Track incoming enquiries

Track newsletter opt-ins

Track number of calls

Track new subscribers

Track number of content downloads

Lead tracking: RaylexGrowth Hacking

Map your conversion funnel

Don’t track contact forms. Track leads. Try to track as close as possible to the actual sale. If you don’t sell

directly on your website, track store location searches.

Cost per click :1€

Visit website

1000

Business Step #01

Check out

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

5040

Channel testing

Facebook sign in

Show what friends have bought Give discount

Abandon cart CTA

Identify what you are going to optimize

Add CTA button

Growth hacking in each stage of user behavior

Acquisition

Activation

Retention

Referral

Revenue

People visit your website

They sign up

They keep using your product / service

They tell their peers

User behavior is monetized

AirBnB: tell your friends & get a discount

Ace & Tate: get a discount if your friends buy

Twitter: follower suggestions

Online casino: sign up and get free cash

Spotify: Facebook integration

Mobile Vikings: free internet for hotspots

Facebook: daily / weekly roundup mail

Netlog: sign up to see your friends’ profiles

Hotmail: PS I love you

Twenty 20: If your picture gets picked, you get cash

Growth Hacking

Identify what you are going to optimize

KPI’s per stage of user behavior

Acquisition

Activation

Retention

Referral

Revenue

People visit your website

They sign up

They keep using your product / service

They tell their peers

User behavior is monetized

Shares via social / mail / ..

conversion rate per source

Active users - completed profiles

sign up conversion rate

time on site - pages viewed

Number of shares per person - conversion rate

Number of actions done per user

sign up per source

cost per acquisition per source

revenue per source

Growth Hacking

Set KPI’s so you can measure

Set actionable KPI’S

Number of Facebook fans VS

Growth Hacking

Set KPI’s so you can measure

Revenue coming via Facebook

Number of downloads app VS Number of active users app

Pageviews VS Time on site + number of pages viewed

Cost per click VS Cost per action

We have a CPC of 2€, is that good?

World’s first banner vs Coolblue bannerGrowth Hacking

Set KPI’s so you can measure

CTR: 78% CTR: 3%

Which banner will have the best results?

Set KPI’s so you can measure

Growth Hacking

Reach is not a good KPI

Target as narrow as possible

Set KPI’s so you can measure

Growth Hacking

Facebook ads reach paradox

If your ads are targeted right, they don’t need to be show to a lot of people to get the right results. If it is necessary that ads get a lot of reach, it is because

they don’t work that good.

Set KPI’s so you can measure

Growth Hacking

Comparison between different Facebook apps

Track everything in Google Analytics

Growth Hacking

Track everything in Google Analytics

Growth Hacking

Track everything in Google Analytics

Growth Hacking

Cost per acquisition

Lifetime value

Revenue per user

Is my marketing being effective? Am I making money?

=

-

Track everything in Google Analytics

Growth Hacking

Conversion rate per channel In which channel should I invest?=

Cost per acquisition per channel

Which channel is most cost efficiently? =

Most visited blogpost / pages Which content should I use for my campaigns?=

Internal search terms Which content should I add to my page=

Channel optimization

Content optimization

Growth Hacking

A/B testing

Keep optimizing & testing

Growth Hacking

Keep optimizing & testing

Check your own hood and use your insights to improve your overall strategy and / or product design.

Use insights about users to optimize your platforms

What clients ask :

Should we increase our Facebook budget this year? What is the ROI?

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Should we shift our offline budget to online?

Let’s set up KPI’s, test and evaluate the different channels.

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Let’s make sure we can calculate the effectiveness of offline channels & benchmark them.

Let’s set up KPI’s, test and evaluate the different channels.

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Let’s make sure we can calculate the effectiveness of offline channels & benchmark them.

Let’s set up KPI’s, test and evaluate the different channels.

Let’s optimize your content and your marketing strategy.

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

Marketing vs sales

It’s not all about the money

Different brand purposes

Community building

Costumer service

Getting customer feedback

A platform for user generated content

Testable, trackable, scalable

Make sure everything you do is:

Thx! @evelinesmet