Growth Hacker’s Digest – Edition 30
First, a minor announcement: instead of Monday, the newsletter will be sent every Friday starting today. Reasons are twofold: click through rates are higher over the weekend and consulting work is now seeping into my Monday time 😉
Now that we got that out of the way, I'm sure you've noticed the surge of Pokemon Go posts in the past few days. And each headline tempts you with some sort of insight not available anywhere else. So you click it. But there's nothing valuable there. I'm guessing you don't remember the article at all.
So what gives?
Well, you got newsjacked.
If there's a growth hacking principle you should take away from this whole Pokemon Go craze, it's knowing how to produce content fast enough to newsjack the hottest news of the week.
Whether it's about Donald Trump, the latest Game of Thrones spoiler, or how differently Kevin Durant marketed his free agency vs LeBron James, these newsjacking articles can give your site a huge traffic spike.
Now for the best growth hacking content for the week:
- Gimme your Best Newsjacking Headline for Pokemon Go (Inbound Forums) -- Let's see how good your newsjacking chops are 🙂
- There are just SIX plots in every film, book, and TV show ever made
- How SaaS startups should be using AdWords
- Drift's 138x Blog Traffic Growth
Blog Posts of Note:
Gimme your Best Newsjacking Headline for Pokemon Go!
by Inbound Community
This is hilarious yet educational. In this forum thread, the inbound community collaborated on potential headlines for newsjacking Pokemon Go.
Here are my favorites:
- (Growth Hacker) This Single Pokémon Go Tip Boosted Our Conversion Rate by 432%
- (Thought Leader) How Pokémon Go is Disrupting the Future of Business
- (Infomarketer) New Course: Pokémon Go Marketing Secrets They Don't Want You to Know
- (CRO) What Pokeballs Can Teach Us About Capturing Leads
- (Inbound Marketer) Early Adopters of Pokemon Go Marketing See a 11000% ROI
- (Thought Leader) Why Pokemon Go is Secretly a Huge Failure
- (Typical Medium Article) What Catching 43 Pokemons Taught Me About Life!
By Stacy Liberatore
Storytelling is important for sales. Whether it's for an investor pitch or for a long form sales page, you'll need to craft a story of your customer from immense pain to blissful success.
Relevant to marketers, here are the 3 relevant templates that you can use:
- Fall-rise: Story benchmarks include -> 'The Magic of Oz', 'Teddy Bears', 'The Autobiography of St. Ignatius' and 'Typhoon'
- Steady rise: Story benchmarks include -> 'Alice's Adventures Underground', 'Dream', 'The Ballad of Reading Gaol' and 'The Human Comedy'
- Rise-fall-rise: Story benchmarks include -> 'Cinderella', 'A Christmas Carol', 'Sophist' and 'The Consolation of Philosophy'
By Eyal Katz
The most important guideline here is #5 - Use CLV (customer lifetime value), not CPC (cost per conversion), to determine the return on ad spend.
Here's Eyal's rationale:
"If you offer a SaaS product at $49 per month and your cost of acquiring a paying customer is $150, it’s easy to write the campaign off as a failure. However, the correct way to examine ROI for a SaaS product is to look at the lifetime value (CLV) of the customer being acquired.
Most SaaS products have a churn rate of between one and five percent. This means that one in 20-100 customers cancel their subscription every month. If you have an average churn rate of five percent, you can estimate a 20-month average lifespan for each new customer.
At $49 per month, this means each new customer you acquire is worth, on average, $980. From this perspective, the $20 suggested CPC bids Google’s Keyword Planner returns no longer look so expensive.
Instead of wincing at high CPC bids, view the cost of advertising your SaaS product next to the amount you can expect to make from each customer. Once you use CLV to determine ROI, and not CPC, you’ll realize that even the toughest AdWords keywords aren’t as costly as they seem."