The Difference between Growth Hacking and Marketing

A growth hacker really is just a marketer, but one with a different set of challenges to tackle and tools to work with. There are a few key differences between startups and big companies that best explain the difference:

1.         Startups are organizations with extreme uncertainty. At a startup, you may not know who your core customer base is, why they buy your product (or whether they will at all), what marketing channels will work the best. Most of the time, corporations have all this figured out. So while startups are trying to both build a car and get the engine started, corporations are trying to make their cars run faster.

2.         Startups are designed for astronomical growth. Startups intend to grow at 20 percent month over month (or more), while corporations are satisfied with 5 percent year over year. As such, corporate marketers deal with the challenge of: I’ve got a mature business that already has significant market penetration. How do I eke out another few percent and keep the business growing? Startup marketers, by contrast, need to figure out how to 1000x their numbers but from a much smaller base.

3.         Startups don’t have access to the same resources or brand equity. Self-explanatory: you have less money and are less well-known at a startup than at an established company. This means you must both educate your prospective customer as well as acquire them without significant budgets.

Here is a laundry list of the primary tactics most growth hackers use:

•          Viral Acquisition: Leveraging built-in product features to encourage existing users to share your product with new users.

•          Paid Acquisition: There are many types. To name a few, search engine marketing, aka Google AdWords; Facebook ads; display ads; mobile ads; radio, TV, OOH (out-of-home), and many others all can be part of one’s arsenal – but they don’t provide accurate enough source attribution for most growth hackers; and finally, affiliate marketing, or providing incentives to third-party marketers who then promote your product for you and take a cut of the revenue.

•          Call Centers / Sales Teams: Surely building a sales teams does not count as “growth hacking,” but recently a new trend is emerging: leveraging outsourced low-cost labor to help support a startup’s efforts (usually in the Philippines, sometimes college interns). These workers can do anything from massively e-mail your prospective customers to create hundreds of SEO-friendly pages.

•          Content Marketing: Leveraging blog posts, infographics, and viral videos to increase brand awareness and site traffic. Turn those visitors into users.

•          E-mail Marketing: If you believe a growth hacker’s job is not just to increase new users/customers but also to engage them or encourage them to spend more money, then e-mail marketing is a significant part of their arsenal.

•          Search Engine Optimization (SEO): Don’t be fooled: what most mainstream SEO books and articles talk about is very different from what startups do for SEO. Startups that use SEO effectively build scalable infrastructure that applies to tens of thousands or millions of pages. Most of the SEO theory on the web is focused on ranking for just 5-10 keywords.

•          A/B testing and Analytics: Though this is not an acquisition method, there is no doubt that heavy data analytics and A/B testing helps a growth hacker improve their acquisition and conversion funnels.

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Why Google Adwords Is Still Good For Business

Google Adwords has revolutionized the advertising industry, but it seems as if some think Adwords is no longer useful to small business.  Since Adwords launched in October of 2000 with 350 customers, there has been many changes and most noticeable is the increasing cost per click for keywords.

But Google’s pay per click platform still has many advantages over traditional advertising media like radio and television.  Business owners, marketers and even Adwords enthusiast should be testing other traffic sources, as it’s never a smart business move to depend on one lead source. However, Google Adwords is still one of the best ways to drive fast targeted traffic and should be considered as one of the first advertising methods you utilize to grow your business online.

Here are three simple reasons why Adwords is still good for business.

1. Starting Small – Google Adwords gives you total control on how you invest your marketing dollars. An advertiser can start with any budget and can turn off the advertising at any time.  This is a huge advantage to small businesses that may not have regular cash flow or big budgets to invest in commercials and or radio spots.  Adwords allows you to start small and to scale up. When you find some keywords that have a positive ROI the potential to grow your business is almost limitless.

2. Instant Traffic- Once you hit the enable button on your campaign, the traffic is almost instantaneous.  Adwords is like a grand opening event and there’s always a huge line waiting outside, all you have to do is open the door. Getting traffic on demand allows you to test your marketing more quickly.  Split test different ads, keywords, and landing pages in a matter of days.  If you find that a particular message is resonating with your market, change all of the ads that day.  If you see something is not working, change it or stop it immediately. Changing things on the fly is not even possible with most traditional advertising. Imagine trying to change a headline on a direct mail piece after you‘ve mailed it.  Not only would you have to wait for the reception of your mail but it would likely cost to make changes and print up new mailers.

3. Targeted Traffic- One of the biggest benefits of using Google Adwords is targeted traffic. When you advertise on television or radio thousands or even millions of people will be seeing your ads that have no interest in your product or service.  As an advertiser you pay for those unwanted views or impressions. Larger businesses with huge marketing budgets may not mind the waste, but smaller to medium size business can’t afford to throw away money on people who will never use your service or buy your products.  Adwords allows you to target potential customers exactly at the moment they are looking for you. What better way to advertise?

Adwords has evolved over the years, but it’s still one of the best options for online advertising.  However if you have no experience with Adwords, you should consider investing some time educating yourself on how to effectively use the platform or use a pay per click management firm to help you get started.

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Growth Hacking vs Search Engine Optimization (Seo)

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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Online Reputation Management Part - 2

“Online reputation management.” Even if you’ve never heard this phrase before, you probably have a good sense of what it means. The first part (“online reputation”) is easier than ever for you or anyone else to find — just search for your camp’s name in Google.

Finding your online reputation is easy due to two main factors:

Google is smarter than ever before. It features search results based on local factors, can autocomplete user’s searches while they type (called “Google Instant”), and tirelessly crawls the massive number of social networking sites now available.

Local review pages and social networking sites have made it easier than ever for customers and staff (current or former) to rant or rave about your camp online.

The first step in managing your reputation is to be proactive and put your name out there first: “If you don’t have a Web presence, it’s much more likely that if someone posts something negative about their experience with your business, that review is actually going outrank you for your business name. And everybody loves to click on something that’s negative, so it’s much more likely that your customers will see that. Through repeat clicks and searches, it will actually cause that negative review to rank even higher.”

Claim your business on sites like Google Places. That way, your camp’s name appears in the results if someone searches for camps in your area.

he next step is to register the domain name of your Web site. “Even if you don’t have a big site with a whole lot of moving parts and lots of pages or any other flashy features, as long as you have one page with accurate contact information, as well as accurate hours, and an accurate description of your [camp], that’s going to help,”

After claiming your username, fill out your profile on each network. And just like your Web site, make sure you’ve included accurate contact information. “A lot of problems online are caused when someone doesn’t have the means to contact you — the phone number is out of date on your Web site, or the Web site is broken, or something else. And that’s when they turn to other sites to make a complaint, because they weren’t able to get ahold of you,”

Consider linking your social network accounts to your Web site, and vice versa. This practice is called cross-linking. Linking to your Web site in your Twitter bio, for example, allows a follower to seamlessly find more in-depth information about you; and linking to your Twitter account from your Web site allows customers to easily find and follow your witty tweets.

Another way to be proactive about your online reputation is to create positive content. For example, press releases are a great way to get your name out there. Just keep in mind that, lately, Google has been favoring fresh results. That means something that has a date attached to it — a press release or a news result —will typically show up in the search results when it is new. As the news dies down, however, it will actually fall out of the search results. So also try to create long-term, static content that does not have a date associated with it.

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