The Difference Glossary

What is Growth Hacking?

Published November 8, 2021

By Alexander Lawford

Marketing has become a bit for science recently. So many moving parts, data sources and hundreds of potential ways to reach audiences. Growth hacking has become essential to finding, testing and unlocking new marketing channels for you to source and onboard new customers.

Within this article we'll cover:

What is Growth Hacking?

Growth hacking is turning traditional marketing on its head. Powered by a mix of product, marketing, data and behavioural psychology to get leads to take action.

Pillars behind Growth hacking

Overarching Strategic Goals

The first step to growth hacking is understanding what you’re looking to achieve. It is critical to any growth marketing programme, that SMARTER targets are set for teams to rally around. Targets should include stretch goals.

Creative marketing

The aim here is to come up with creative marketing solutions that you can test with your audiences. The aim is to get marketers to think outside the box, creating campaigns that are unique and drive conversions.

Creating Experiences

What will make a lead take action? There are several ways you can push a lead to take action.

  • Provide something of value for free,
  • Give limited or restricted access to your product or service
  • Access to walled content
  • Access exclusive events or service
  • Waiting lists – create demand
  • A unique offer

Behavioural Psychology

Understanding what made a person convert is incredibly important in growth hacking. Once you spot trends, you can use this to your advantage and build more experiences around what drove that engagement.

Data & Testing

Some channels, however hard you try, will not work. Growth Hacking is all about finding the two or three channels that work well and deliver ROAS (return on ad-spend).

Growth Hacking Overarching Strategic Goals The first step to growth hacking is understanding what you’re looking to achieve. It is critical to any growth marketing programme, targets that are SMARTER give teams targets that they can rally around. These can also be stretch goals; you can incentivise growth teams in a similar way to sales teams. Creative Marketing This is the bit where you’ve got to go back to the drawing board coming up with creative marketing solutions that you can test with your audiences. Finally, the bit of marketing that marketers get excited allowing them to think outside the box, creating campaigns that help increase awareness and build trust. Creating Experiences & Tools What will make a lead take action? There are several ways you can push someone to take action. Can you provide something of value for free? To show someone what you are Creating memorable experiences or easily sharable tools that can help drive engagement and awareness. Behavioural Psychology Understanding what makes people tick is incredibly important. Likewise, understanding the mindset of your lead is incredibly important to understand the decision journey you are looking to take them on. From first impression to last-click, finding out what hooked a user in is a science. Data & Testing Some channels, however hard you try, will not work. Growth Hacking is all about finding the two or three channels that convert and doubling down, making these work harder for you to deliver results. Remember, different markets respond differently, so not all your go-to channels will work on a repetition go-to-market basis. Marketing Strategy

How to initiate a growth marketing programme.

Growth marketing impacts a wide range of stakeholders within an organisation. In B2B, sales teams need to share client pushbacks so that product and marketing teams can experiences and feature sets that help leads overcome these hurdles.

Different Sectors need different growth marketing playbooks

A playbook is a set of processes that you know delivers results; growth marketers create playbooks to make their lives easier and push customer across the marketing funnel.

Different countries need different growth marketing playbooks

Every country is unique; Germans are Direct, Americans are Referral driven, Brits are relationship-driven. Each country has its unique persona and way of conducting business. It’s a marketer’s job to understand this and create meaningful relationships depending on who you’re talking to – creating regional playbooks for specific markets.

What are the different Growth Hacking strategies & tactics?

Growth hacking strategies fall into three core areas:

  • Content Marketing
  • Product Marketing
  • Advertising

Content Marketing Tactics

Depending on the tactics, content marketing can be a low-cost way to get the word out about your product. Typical content marketing activities include:

  • Launch and write a blog and create valuable, shareable content
  • Start Guest blogging
  • Create social media content
  • Writing ebooks and white papers
  • Launch A Podcasting
  • Run regular webinars & in-person events
  • Run contests and giveaways
  • Get bloggers to review your product
  • Join relevant forums, groups and subreddits
  • Influencer marketing
  • Use email marketing to build a stronger connection with users
  • Use drip email campaigns to create success
  • Improving content visibility with SEO
  • Getting listed in relevant marketplaces and sites, such as Product Hunt, G2 Crowd or Trustpilot.

product Marketing Tactics

Product marketing includes techniques for making your product more appealing, reducing the knowledge gap and building your fanbase.

  • Using an invite-only signup system
  • Gamifying the user onboarding process 
  • Providing product explainers upon signup 
  • Offer incentives for referrals
  • Affiliate marketing, which will also use content marketing growth tactics

Advertising Tactics

Product marketing includes techniques for making your product more appealing, reducing the knowledge gap and building your fanbase.

  • Display Ads
  • Search Ads
  • Social Ads
  • Sponsored Posts

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