Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.

1. Growth Hacking
How to create kickass marketing strategies using analytics

2. @evelinesmet
The
Farm
Free-
lance
Start
up
BBDO
My career path so far
powered by

3. Freelance clients

4. 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?

6. Every year, there’s a new trend in marketing land..
Growth
Hacking
Digital
Marketing
Content
Marketing
Inbound
Marketing

7. 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 by
using analytics

8. Let’s talk about..
Growth
Hacking
Inbound
Marketing
You have to optimize
your owned channels
You have to generate sales by
using analytics

9. 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.

10. Inbound
Marketing

11. Inbound
Marketing

12. Inbound
Marketing
Case study: inbound marketing for B2B client

13. Inbound
Marketing
Case study: inbound marketing for B2B client
Client Me

14. Case study inbound marketing for B2B clientInbound
Marketing
own channel

15. 2014%
2015%
Inbound
Marketing
Case study inbound marketing for B2B client
Channel: e-mail

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

17. 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

18. 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

19. What is growth hacking?

20. 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.

21. 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.

22. Growth
Hacking
Hotmail hacked virality by adding this simple phrase
to each e-mail

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

24. 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.

25. 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.

26. Airbnb hacked the Craigslist API so that every post
was automatically published to the platform. This
hack got them a lot of traction.

27. 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.

29. Growth
Hacking

30. 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 checklist
Growth
Hacking

31. Growth
Hacking
Know your customer

32. Growth
Hacking
vs
Know your customer

33. 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.

34. Business Step #0
Check out
Business Step #03
Online shopping website
Growth
Hacking
Add to cartSign upVisit website
1000
200
50
40
Map your conversion funnel

35. Business Step #0
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

36. Visit website
Business Step #0
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

37. Business Step #0
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

38. 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

39. 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.

40. Cost per click :1€
Visit website
1000
Business Step #0
Check out
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
40
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

41. 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

42. 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

43. 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

44. We have a CPC of 2€, is that good?

45. 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?

46. Set KPI’s so you can measure
Growth
Hacking
Reach is not a good KPI
Target as narrow as possible

47. 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.

48. Set KPI’s so you can measure
Growth
Hacking
Comparison between different Facebook apps

49. Track everything in Google Analytics
Growth
Hacking

50. Track everything in Google Analytics
Growth
Hacking

51. Track everything in Google Analytics
Growth
Hacking
Cost per acquisition
Lifetime value
Revenue per user
Is my marketing being effective? Am I making money?
=
-

52. 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

53. Growth
Hacking
A/B testing
Keep optimizing & testing

54. Growth
Hacking
Keep optimizing & testing

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

56. Use insights about users to optimize your platforms

57. 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?

58. 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?

59. 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 out
and how we can A/B test
with different CTA’s or
optimize the sign in process

60. 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 out
and how we can A/B test
with different CTA’s or
optimize the sign in process.

61. 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 out
and how we can A/B test
with different CTA’s or
optimize the sign in process.

62. 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 out
and how we can A/B test
with different CTA’s or
optimize the sign in process.

63. 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 out
and how we can A/B test
with different CTA’s or
optimize the sign in process.

64. Marketing vs sales

65. It’s not
all about
the money

66. Different brand purposes
Community building
Costumer service
Getting customer feedback
A platform for user generated content

67. Testable, trackable, scalable
Make sure everything you do is:
Thx! @evelinesmet