Growth Hacking: Ways & tricks to get traction for your startup

Growth Hacking: Ways & tricks
to get traction for your startup
wannapreneur2entrepreneur.comShivankit Arora (marketingmasala.com)

What is growth hacking?
• The term itself is not a new concept
• Growth hacking is a smart marketing hack which will
exclusively work for your startup and take it from 0 users to a
decent level of traction
• You can use different tools/ways of marketing in a cost
effective way to hack your startup’s growth

Growth Hacking Funnel (AARRR)
These stages work for almost all startups
• Awareness/Acquisition : Getting maximum potential users to see your product
with least monetary spend on marketing
• Activation : Getting users to sign up for your product/service after they have
become aware about you
• Retention : Making users to continue their engagement with your product or
service
• Referral : Users talking to other potential users and telling them about your
product/service
• Revenue : Building a pipeline for constant revenue generation and scaling the
business

A little on growth engines
• Viral Engine of Growth
– You need volume, low ticket size or it’s free for users.
– Number of new users acquired for each of the existing users
– Invite friends by social media sites or Uber
• Sticky Engine of Growth
– Subscriptions, regular fee.
– An existing customer is as important or even more than a new one.
– Discount on next purchase etc.
• Paid Engine of Growth
– If you have a high ticket size.
– If average acquisition cost < Total life time value, don’t mind re-investing the profits .
• Using multiple combinations
– But focus on one.

How popular startups/companies growth hacked their way?
• Drop Box : Started a referral program giving free storage to all users
who referred their friends to use Drop Box
• AirBnB : Bed and breakfast company which started posting their
accommodations on craigslist and started getting huge traction.
• QuickSprout.com : Established marketer Neil Patel writes here and
shares his knowledge about digital marketing. He builds his
credibility and brands himself through his blog. One of his posts got
him 17 leads

How to use the popular growth hack case studies?
• Facebook: Growth hacking via customer enablement
– Create opportunities for them
– It could as simple as referrals or go beyond further.
• Quora: Growth hacking by experimenting on user behavior
– Study your users behavior end-to-end.
– Reverse engineer your happiest users and narrow down the focus.
• Paypal: Piggybacking others' success could be a growth hack
– Collaborate, collaborate, collaborate with startups, events, communities. E.g. Pixr8
• Hotmail: Integration into customers' life
– Mark your presence in their life, e.g. restaurants check-in, FB mentions, Fun&Food
village.
– Wingify helped customer celebrate their success

Tools of the trade (detailed)
• Search engine optimization
• Search engine marketing
• Content marketing : The next big thing for sustainability
• Email marketing
• Offline marketing and word of mouth
• Private advertising

Enough of gyaan. Show me the real deal. How to
hack growth?
Before starting on this, I want you to break the following beliefs if
you have them
• A start-up is a complete chaos and we can make any change at
any point of time based on our “gut” feeling
• If you include management in a start-up, it will get boring
• Now I have my product. Let’s do SEO, SMM, Email, Offline,
advertising and go crazy with all sorts of marketing. Doesn’t
matter if it is relevant to me or not
• Growth Hacking is magic and I will win in the first go

Step 1- Understand who is your customer and which marketing
channel is most relevant to reach them
After you figure out who is your customer are and where they are, you need to
figure out the most RELEVANT channels to reach them.
The next thing that needs to be implemented is allocating the right marketing
channel to different stages of the growth hacking funnel
• Awareness : Is social media more important than SEO at the start?
• Activation : How to optimize landing pages to get more signup? Will A/B testing
work?
• Retention: How about email-marketing to stay in touch with your audience?
• Referral : Will launching a contest invite more people to use product or service?
• Revenue : How to amplify ROI and build new cost-effective solutions?

Some companies who used step 1 to find relevant
marketing channels
• Bewakoof.com : Realized that their major audience is college people and
fresher's in jobs who want to wear jokes and fun stuff on their clothes.
Used humor content and sarcasm posts to address people through
Facebook mainly. Established themselves as a fun company that people
want to interact with and wear their clothes
• Kids educational app (client) : Used content marketing and put up a blog
that gives advice about parenting, educating small children. Social media
directed towards helping parents with small children. Huge number of
interactions with online parenting communities and blogs. Established
image as a leader in child education and parenting

Step 2 : Define a process for all marketing efforts
• There are 100’s of ways to market your startup. Once you have
discovered what is relevant to your business, you need to
define a process with actionable steps
• These steps when carried out consistently will create a lasting
effect
• Don’t complicate it. At least not in the beginning. Use simple
excel sheets for a start
• If you guys are a team, use a free tool called trello.com to
manage project work

My process chart-Social Media Marketing

My process chart- E-commerce marketing

Step 3 : Startups need to learn everyday. Keep
analyzing and optimizing your marketing
• There will always be something new to add. Never stop
growing
• Every weekend (or Monday) sit down and evaluate the
performance of your marketing
• Figure out what is working and what is not and move smartly
• Prioritize your efforts and give more time to marketing
channels that are giving a good return for you
• Maintain a tracker that records all KPI’s weekly and keep
deriving insights from it

Tracker for social media marketing

Step 4 : Choosing the best analytics tools for your
growth marketing (free and paid)
Marketing Channel Tool Free or Paid
SEO performance Moz.com and SEMRush Paid
Site Analytics Google Analytics Free
Detailed site analytics CrazyEgg/Quick Sprout Paid after free trial
Social media Facebook insights,
Analytics.twitter.com, Google plus
Ripples, Iconosquare
Free
Social media TrueSocialMetrics.com Paid
Email Marketing MailChimp and Aweber Freemium (Paid after a limit)

Key Takeaways
• See your marketing in the AARRR funnel (Awareness-Activation-Retention-
Referral-Revenue) and decide which channels are most relevant for you
• Create a process chart which has actionable steps that can be carried out
everyday
• Every week, evaluate your marketing performance and see what is working
and what is not.
• Use the best analytics tools that you can afford
• Keep trying till you get it right
• “Don’t be afraid of failure, you only have to be right once” – Drew
Houston, Founder DropBox

Resources to learn and study from
Books
1. Lean Startup- Bible for startup owners
2. Zero to One by Peter Theil
Blogs and sites (More important than books. Keep you updated)
1. GrowthHackers.com
2. Inbound.org
3. Startup-marketing.com
4. QuickSprout.com
5. Blog.KissMetrics.com
6. SocialMediaExaminer.com

Shivankit Arora
MarketingMasala.com
shivankit@marketingmasala.com
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Growth Hacking: Ways & tricks to get traction for your startup

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