Growth Hacker’s Digest – Edition 18
It’s the last third of the month! How are you doing vs your monthly targets? Need any help or want me to give some feedback? Just hit reply and let me know.
In Growth Hacker Kit, here’s what we have for you:
– Dan shares how he plans for his marketing activities at ShopRocket through our free growth hacking course.
– On my end, I’m preparing a mega guide on eCommerce Conversions which I’ll share in the upcoming week 🙂 Stay tuned!
As for the blog posts of note:
– We’ll look into how Grow & Convert grew from 0 to 32,977 uniques in 5 months with 0 paid traffic
– How Tammy Camp (500 Startups) plans her analytics
– Dan makes another appearance by sharing with us how you can get started doing marketing for eCommerce websites (best for beginners)
– Sujan, through some research, shares with us what the highest converting keywords are
Cool Courses at Growth Hacker Kit:
If you haven’t seen this, it’s now out for pre-orders! Let me know if you have any questions 🙂
New at Growth Hacker Kit:
Dan shares with us some easy and actionable ways to get started with your marketing planning (with some free templates you can start with). The most important piece here (in my opinion) is step #1, which is the ideation phase.
Far too often, many new entrepreneurs overthink the planning process. If you’re one of them, you’ll need to realize that entrepreneurial marketing is different from corporate-style marketing in that it’s a “discovery process” instead of an “optimization process”.
By design, corporate-style planning is best for optimizing existing marketing models and it’s not helpful for new businesses. Why?
If you take corporate-style marketing processes into the context of new ventures, you will build a big set of untested assumptions. Given that, it will be difficult to diagnose problems because you will have little idea which factor worked and which factor did not work. This then leads you to false generalizations like “Oh, Facebook Ads does not work”, “Forum Marketing does not work”, or “Cold Email does not work”. There is an underlying system that you need to inspect and test component-by-component.
That said, how take this insight and apply it to the ideation process Dan has shared?
The advice is to start with very little things then build up from there. In Dan’s post, he has shared his plan which deconstructed “send direct email/call to wordpress users” into very specific components like “Jigoshop users”, “Cart66 users”, etc. That’s only one vector. You can look into other lens as well like “Joanna Wiebe’s Script”, “SalesFolk’s Script”, etc. As you can see, we are producing customer segment ideas and tactical ideas.
Keep drilling down until you find a combination that works (e.g. skype calls using X script with Y customer segment which uses Z wordpress plugins).
Every business is different, so you will discover unique models that works best in your context.
Blog Posts of Note:
This is the best way to kickstart traffic to your site. Not Facebook Ads. Not AdWords.
The benefits of community-driven and authority-driven marketing are threefold: 1) you get traffic at minimal cost, 2) you build authority for your business, and 3) you naturally build partnerships and relationships as you go along.
However, beyond these promotion tactics, the first objection I hear among entrepreneurs before they do content marketing is “Hey Kenn, I am not an expert. I can’t do content”. Here’s a quick mindset shift: when a layperson asks something specific about your business (e.g. how do you get clients? how did you use facebook ads?), what’s your response? You can start with that.
Expertise is a relative measure, not an absolute measure. If you have the ability to help a newbie out, you’re an expert in their eyes (and thus, there’s enough merit for you to create content).
4 “Crystal Ball” Analytics Tricks for Accelerating Growth
by Tammy Camp
For this, I wanted to zoom in on a strategy which Tammy has used which I want you to integrate in your business.
And that’s item #2, which is to “carefully choose the events that you want to track”.
The general rule here is to track the actions that eventually lead to customer value.
In an eCommerce context for example, there are two specific activation events to measure: 1) item viewed and 2) item added to cart. The action step then is to add goal tracking in these 2 specific pages.
In a SaaS context, applying tracking is a bit more complicated. In an inventory management application for example, I would define an “activation event that leads to value” as either 1) a purchase order to replenish stock or 2) a sales order to reduce stock. The end-value here for the inventory manager is simply “no overstocked SKUs” or “no understocked SKUs”. The action step then is to add goal tracking on dashboards (with import as a preceding event), index pages, and new purchase/sales pages.
The more you do these type of things, the faster you get to diagnose your business and the faster you get to plan your acceleration plans or turnaround plans.
by Daniel Johnson
There are 3 main factors that drive traffic & conversions to an eCommerce site: SEO, keyword-rich product content, and A/B testing. If you’re a new shopowner, Dan’s article is a great quick start guide to help you get started on the basics today.
To drive SEO, Dan suggests that you build links by replacing dead competitor links with yours (note: links to your site helps raise your search rankings). He makes it sound easy, so here are the exact steps you can do it:
Assuming you’re running a NBA Gear eCommerce site, and assuming that your main competitor is Fan Essentials which in our hypothetical example has died for some reason, what you need to do to build links is the following:
1. Go to this backlink checking site (http://smallseotools.com/backlink-checker/)
2. Enter the url (which is in this case, fanessentials.net)
3. Once you submit the query, you will see that Fan Essentials has some nice backlinks from podcasts like Grizzly Bear Blues and the Raps Talk Podcast.
4. You then inspect the pages and see who the podcast owner is. For GBB, it’s Joe Mullinax and for Raps Talk, it’s Romy Aquino.
The best part of this backlinking tactic? I did it in less than 10 minutes and this process is simple enough to be outsourced to $10 / hour VAs. If done consistently, you can generate some long-term SEO value to your eCommerce business.
by Sujan Patel
As a business owner or growth hacker, there’s a lot of creative work in your day to day life. And a common problem when doing creative work is the “mental block”. For writers, it’s the moment where they stare blankly at a cursor. For marketers, it’s ideating some growth tactics.
The solution to this is a swipe file. This is basically a list of templates that you can grab and use in your business. I habitually save any tactic that I like into my bookmarks folder. This curated newsletter can be considered as a swipe file too!
And if you do content marketing, Sujan has written down a great article which has a lot of swiped words to get your headline to convert.