What is growth hacking?In reality, it is basically scaling a product or service within a short period of time. This could be through any different marketing channel like social, email or paid search. The difference to traditional marketing is that instead of looking at things like customer retention, loyalty or brand awareness, the sole focus of a growth hacker is to hit the brands core objectives as quickly as possible. This could be acquiring 100k new customers in the next 3 months or hitting a sales target of £250k a week. It is a term that seems to have gathered a lot of steam over the past couple of years after it was first coined by Sean Ellis. LinkedIn is now infiltrated with numerous professionals claiming to build you a massive audience of customers overnight. Some of the most successful in the game are software developers creating scripts to automate workflows, data analysts, whilst some are what you would call traditional marketers that have honed their specific growth making skills. After attending numerous talks, spoken to industry professionals and watched countless videos from growth hackers there was a common trend woven through a lot of their scale models. Below you will find the tips I suggest for scaling your brands quickly.
1. Automate Social ChannelsThe key to seeing high levels of growth is to post frequently and as often as possible. With the algorithm changes constantly happening on social channels, your posts are lost quicker than ever. So how do you boost your chances of being seen? By posting more frequently. Posting frequently will also give you a better chance of being picked up by the platform in question and becoming a featured post shown in global feeds, which is one step closer to going viral. Some will argue that posting at this scale will put a lot of people off your brand and also attract the wrong type of user (spambots etc). But there is no denying that high volume accounts not only create awareness, but they also create product intrigue. It can also lead to partnerships and promotional opportunities. There are lots of tools out there that will help you automate your social channels including Hootsuite, Buffer, and Grum. Alternatively, you could build your own script (or hire a freelancer) to automate a lot of this for you.
2. Cross PromotionAs mentioned in point 1, large accounts mean a greater chance of hitting your target consumer. So why not look at partnering with accounts that have a bigger following than you to get your product out there. This influencer marketing can add a strong endorsement to your product and boost conversion potential. You could even go one step further and look at buying large influencer accounts and then post your content regularly to them. Social platforms are most wary of accounts when in their infancy, and they focus their time and resources into nipping growth-focused accounts in the bud early on if they see them as spammy. So working with established accounts could be a great way around this.
3. Attract An AudienceGet yourself out there, become the face of your product or service. Attend meetups, or volunteer for speaking events. You will soon be seen as a point of interest/authority in your industry which is a much easier way to get your brand noticed. I’m an advocate that you should never stop learning, and attending events/talks is an ideal way to also rub shoulders with like-minded people who you might also be able to gain information from. You never know, they could become a customer or even recommend to a friend or colleague after meeting you. In addition, why not use the conference/event as new content for your social channels. What was your opinion of a given speaker for example?
4. Don’t Be A Social SnobMany customers follow the same brand on different social channels? True. So the considered approach to this is that you don’t post the same content on different channels. It looks like there is a social marketing plan and the impact of that content becomes diluted. A growth hacker would look at this in three ways
- Algorithms make it harder for content to be seen, so posting across all channels creates a better chance of being seen.
- It takes less time to post across all than to create channel specific content. Remember automation is key in growth hacking.
- Users engage in different ways. They may see content on Instagram, but engage later on Facebook when they have more time.
5. Be RelevantPeople are constantly looking for updates, news and information. Access to this is easier than ever. We have become a 24/7 society and channels are changing to be able to immerse users in current affairs. Facebook Live is a great example of how you can be in the midst of a situation without physically being there. As brands, you can harness this need from users by giving them content based on a current event, news topic or trend. We can generate GIF’s and Memes within minutes so why not attempt some virality by offering your company’s spin on the current trending topics. Then use the points previously to push it out to a wider audience.
ConclusionThese growth hacking tips might not be for every brand, but hopefully there are elements that you can take and apply to your product or service, especially if you are just starting out. Importantly though, I would add that data is key to success in this. Analyse your performances and reinvest based on your acquisition strategy. Lastly, don’t forget your landing pages. There is no point building large audiences and sending lots of traffic to your site if you aren’t converting them. Either get them on your e-mail list or get them buying.
Share the knowledge