Growth Hacker’s Digest – Edition 34
Starting this week, I'll add a little tweak to my links: along with the title, I'll add a tag right before it that identifies the purpose of the article.
So if there's a specific marketing problem that you have, all you have to do is to check the tag right before the headline which says either it's for increasing ROI, CTR, or Traffic.
I hope this helps reduce the information overwhelm when you browse through content aggregation sites (everyone's a content marketer nowadays!) Just pick what you need, then execute.
So let's begin. This week, this is what I have for you:
- [Strategy] How to prioritize which customer acquisition channel to focus on
- [Increase ROI] How to begin then optimize a paid media campaign
- [Increase CTR] How to build social proof into your ads
- [Increase Traffic] What Medium marketing strategies work and which don't (9 were tested)
Blog Posts of Note:
To help you filter the long list of customer acquisition channels that are available for you, David here teaches us how to use the BRASS method to identify the highest potential channels for your business.
BRASS stands as follows:
- B: Brainstorm then Blink (filter by gut feeling)
- R: Relevance (use competition benchmarking to identify this)
- A: Availability (do you have the talent to execute this? Can you afford this channel in terms of time or cost?)
- S: Scalability (does the same X number of hours apply for a $1,000 campaign and a $10,000 one?)
- S: Score (measure the previous factors using a scale from 1 to 5. Get the sum then select!)
Charles goes from creating a campaign towards optimizing it in this article; but if you're familiar with campaign creation, I invite you to skip to Step 7.
Here, he teaches you how to test in the right order.
For many entrepreneurs or growth hackers who are starting out, it's common to get overwhelmed with TONS of variables that could determine why your campaign isn't working -- CTR is too low, CVR is too low, CPC is too high, copy seems bad, etc.
Charles keeps it simple by focusing on only one metric: ROI. Then you test specific components in this specific order:
1) Test 3 different offers (i.e. cycle through different products)
- Passing Criteria: which one gives you the most ROI improvement? Move on.
2) Test 10 ads. After the test, run the top 3.
- Passing Criteria: does the top 3 improve your ROI? Move on.
3) Test 5 landing pages. Use the best one.
Once you keep doing this, patterns will start to emerge on what works and what doesn't work for your audience. Identify these, systematize it, then place it in your team's optimization process.
By Growth Pilots Blog
Facebook ads with a TON of likes always gets my attention. Just browse through the two photos below and see for yourself which ad is more effective:
This is something that you can aggregate and influence. And this begins by creating an unpublished page post.
Here are their results:
The improvement was substantial across the board. Each metric showed significant improvement, with a 43% higher clickthrough rate, 22% higher conversion rate, 15% lower cost per click, and 30% lower cost per acquisition on average.
Read the process towards creating an advertised unpublished page post or a "Facebook dark post" in this article.
By Hailley Griffis
Hailey used these tactics to increase her post views ranging from 3X to 10X growth:
- Repurpose old yet evergreen content in Medium
- Submit Medium letters (she got a 83% click through rate out of this)
- Weekly and Bi-Weekly experimentation