why growth hacking will make you question your online marketing strategy
TRANSCRIPT
Why Growth Hacking Will Make You Question Your Online Marketing StrategyFebruary, 2015
Guest Presenter:
Carrie Gohl
Digital Marketing Minnesota
Background
Introductions
Latest News & Resources
Primer on Growth Hacking – Carrie Gohl
Discussion & Questions
Agenda
Digital Marketing Minnesota
Introduction
ConversionOptimization
Mobile
Web Analytics
OnlineAdvertising
SEO
DevelopmentSocial Media
Strategy
EcommerceLocal
Digital Marketing Minnesota
Introduction
Breaking It Down…What It’s All About…
Digital Marketing Minnesota
Robert Flournoy
Started with Email Marketing
Built a Boston based Internet Consulting Agency
6 Years Ran Own Internet Business
VP eCommerce –Inc. 5000 & MN Fast 50
Started Group 7 yrs ago to share and learn with others
Introduction
Digital Marketing Minnesota
Jeff Kemnitz
Formerly Worked with Robb• As head of marketing, grew from $1M to $6M over 4 years
Agency Director• Websites, SEO, PPC, Social, Email marketing
• Shopify, Magento, Wordpress development
Alive Wired is the official “corporate” sponsor of MIMA
Introduction
Digital Marketing Minnesota
Jacob Hagberg
Started with Affiliate Marketing in 2007• $1 Million on Amazon in 2013
SEO Consultant for National Brands• Audits and Implementations
• Reputation Management
• Penalty Recovery
Speaking in London & Las Vegas in 2015
Introduction
Digital Marketing Minnesota
Carrie Gohl
Director Social Media at Red Current
Passion for Disruptive Communication
Social Platform Strategy, Paid & Earned
Brand Communications
Content Strategy Development
Extensive Experience Merging Tech & Marketing
Introduction
Digital Marketing Minnesota
What are your top 1-2 digital marketing pain points?
(in 20 seconds or less)
Introduction
30 Seconds – Introduce Yourself
Name & What You Currently Do?
Why Interested & Experience
Digital Marketing Minnesota
Google eCommerce Algorithm Update
Not confirmed by Google
Built Not the usual Panda/Penguin Update
Targeting eCommerce, Branded KeywordsMarcus Tober "mostly concentrated on e-commerce and keywords with measurable CPC."
Introduction
Google is attempting to ‘clean up’ e-Commerce brand-related searches. For instance, SearchMetrics discovered an interesting tendency for misspellings of brand keywords (such as ‘addidas’) to bring up similar results as their correctly-spelled counterparts.
See more at: http://www.clickthrough-marketing.com/googles-mystery-search-tweaks-may-be-e-commerce-related/#sthash.JT3Vnoz9.dpuf
Digital Marketing Minnesota
Google Says – Avoid Building LinksWell, I think they mean don’t focus on links…
When do you listen to Google?
Links are still incredibly importantWebpronews
Ranking Factors 2014 Search Metrics
Introduction
Digital Marketing Minnesota
SMB / Chamber of Commerce Survey37% of SMBs plan to spend more on internet marketing in 2015
50% of SMBs spend less than $300/month on internet marketing
64% of SMBs surveyed handle their internet marketing in-house
35% of SMBs are contacted every day by SEO agencies
BrightLocal.com
Introduction
Digital Marketing Minnesota
Facebook Ads to Include Relevance Score
Estimate of the ad’s alignment with its intended audience
Based on estimated conversion actions (video views, downloads, etc)
Scored 1-10 like Adwords Quality Score
Will help with A/B testing and creative optimization
MarketingLand.com
Introduction
Digital Marketing Minnesota
Pinterest Pulls Affiliate Links
Rumors that Buy It Now functionality coming
New iOS App Pins for app download space
MarketingLand.com
Introduction
Digital Marketing Minnesota
Introduction
Resource Picks of the Monthwww.Adbeat.com/blog
www.SmartInsights.com
Affiliate Summit West Presentations -http://www.slideshare.net/affsum/presentations
5 tips to developing a growth strategy.CARRIE (GOHL) WYMAN
@CARRIEGOHL
5 tips to develop a growth hacking strategy
1: Understand: What is Growth Hacking
2: Foundation: Establish a solid objective based on these concepts
3: Elements: Do you have the necessary data points and skills to execute your strategy
4: Implementation: Decide, given the elements how to move forward with your plan
5: Measurement: Measurement is essential to iterate to success
Understand
What is a growth hacker?
Growth Hacker Marketing by Ryan Holiday
@AndrewChen
Viral is the K factor.(k=i*c)
Virality measurement varies depending on the medium.
Are you spreading content or an application?
Big Seed Marketing
Buy the seed, get the viral for free
Combine content and data to maximize organic viral distribution
Big seed makes viral advertising repeatable for the first time
FoundationEstablish a solid objective based on these concepts.
What do you want to do?
• Grow a social media audience?
• Target a certain segment of a social media platform audience
• Gain users for your app
• Gain Sales Leads
Elements
Do you have the necessary data points and skills to execute your strategy?
Is there any way your brand can be the first to marketing channel?
How do people access information on the distribution platform?◦ Links, newsfeed, search, etc.
◦ Can you engineer the the solution?
◦ CSS, Workflow triggers, script writing, DB knowledge
Is there integration opportunity to create viral loops?
Through custom solution development or a public API
ImplementationDecide, given the elements and objectives identified how to move forward with your plan.
Air BnB
Here’s how it works
MeasureTo optimize and demonstrate ROI, it is important for your success metrics to be aligned with your original business objective.
BringMeTheNewsObjective: Drive traffic to BringMeTheNews.com via BMTN Facebook Page
Elements: News Content (12 posts to the page daily), Large Seed Audience of over 50,000,Content producer, Workflow improvements
Success Metric: Unique Visitors to the Website
Outcome: 57% Growth in traffic from 10/13 – 03/14
So to summarizeFor the first time ever, superplatforms like Facebook and Apple uniquely provide access to 10s of millions of customers
The discipline of marketing is shifting from people-centric to API-centric activities
Growth hackers embody the hybrid between marketer and engineer needed to thrive in the age of platforms
Airbnb has an amazing Craigslist integration
Digital Marketing Minnesota
Growth Hacking
That’s a quick growth hacking primer…
Questions & Answers…