Growth Hacking
Growth
hacking is a comparatively new online marketing method that makes use of
low-cost and random approaches to filling the company’s lead generation. This
term was coined in 2010 by Sean Ellis and became even more popular during the
next years. Here is the interest over time around the term ‘growth hacking’ by
Google Trends. Inbound marketing and growth hacking might seem similar to each
other, because both of them rely on data generated by prospects’ behaviors and
actions. However, the way data is used differentiates these two methods.
Just like a
computer hacker tries to break the server by trying different variations over
and over again until he finally gets the right combination, a growth hacker
tries every technique possible to get better results and online performance.
Some of the ways that are utilized to facilitate the growth are outside the
proper (sometimes ethical) boundaries of inbound marketing. Growth hacking
includes tactics, like:
• Viral
mechanisms like required social sharing in order to get access to specific
features/content
• Automation
of not-allowed emails, tweets and messages to users
• Other
content assets requiring subscription or registration
Shortly,
growth hackers develop strategies that rely more on strategies that create fast
growth, disregarding trust, reputation or authority. Growth hacking was used a
lot by tech startups like Facebook, Twitter, LinkedIn in order to grow quickly
and get a lot of users as soon as possible.
Search
Engine Optimization (SEO)
Whenever you
enter a word/phrase in Google or other search engine, you come across with a
list of results that contain the keyword you entered. We all normally click on
those websites which are at the top of the list, as those are perceived more
relevant to our search. Some websites rank better than others because of SEO
marketer’s work.
SEO is a
mechanism that helps search engines find and rank your website higher than many
other websites. As a result, SEO helps companies get lots of traffic from
search engines. Here are the main components of a good SEO strategy:
• Keywords
In the
inbound marketing section we already talked about the importance of keywords.
Keywords are the first step to an effective SEO strategy. The first task of SEO marketers is to brainstorm
some keywords and see how the competition looks by using
• Meta
Description
Meta
descriptions don’t necessarily have a huge impact on SEO directly, but they do
have an impact on searchers and help increase overall organic search traffic. Meta descriptions appear on
SERPs, just under the headline and represent a short, up to 70 word description
that is aimed to tell the searcher what the page is about, prior to visiting
it.
• Content
Content is
king. SEO marketers state that creating high-quality content is the most
effective way to not only appear at the top of SERPs, but also create positive
user experiences.
• Backlinks
Backlinks
are the links from other websites to your web resource. Remember that it is not
about the number of the links, but about the quality of the links(or the
domains of those links) that point back to the website.
• Alt text
Alt text is
basically the name of an image. When searching for products, users not only
consider the “web” results but also the “images” results. In order to rank well
in search engines, SEO marketers create high-quality images and give them a
name that is relevant to the content the image is placed in.
Besides
implementing these practices, SEO marketers also analyze their competitors’
actions and see what they are doing in terms of on-page, off-page optimization
and social media.
You might
already see that all of these three approaches have their pros and cons. There
is no one size fits all approach, and businesses should take into account their
needs in order to understand which one will be better for them.
For example,
growth hacking is best suited for technology based start-ups who sell online
software and need to attract a lot of users ASAP. So, before hiring an inbound
marketer, growth hacker or SEO marketer, businesses should, first of all,
analyze their activities and understand what they want to achieve.
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