Growth Hacker Marketing
A Primer on the Future of PR, Marketing and Advertising A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond. It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs. So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of GrowthHackers.com. Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more. An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that’s not enough? What if most people ignore company messages? What if consumer engagement never goes further than the “like” button? A sobering reality is hitting marketers. Technology hasn’t just reshaped mass media, it’s altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world . . . Where selling is dead, but ongoing conversation thrives Where consumers generate the best content about brands Where people tune out noise and listen to feelings Where curiosity leads the marketing team Where growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindset you need for future success.
The Growth Hacker s Guide to the Galaxy
The Growth Hacker's Guide to the Galaxyis the ultimate compendium of growth hacks for the modern digital marketer, written by marketing veterans Jeff Goldenberg (Head of Growth at Borrowell and TechStars Mentor) and Mark Hayes (CEO of Rocketshp and founder of one of the world's first growth hacking agencies). Are You Ready to Skyrocket Your Company's growth? What You Will Learn 1. The Most Effective Tools, Software, and Technology in the Galaxy for Digital and Startup Marketers 2. 100 Must-Know Growth Hacks to Take your Business to the Next Level (focusing on 3 key areas: Product-Market Fit, Transition to Growth, and Scale) 3. Insider Info fromLeading Startups Showcasing the Best Growth Hacks Ever Conceived (and exactly how they did it)! What's Inside 100Growth Hacks including: How to use the skyscraper content marketing technique to generate thousands of page views a day! How to create a digital marketing "ground zero" for your company! How to automate (almost every task in your business! How to become a thought leader (and automate the whole process)! How to get direct access your target audience! How to get instant feedback from website visitors (and use this increase site wide conversions)! How to get access to the most brilliant people in the world with no network! How to connect with influencers without paying thousands to attend conferences, events, and seminars! How to get your website content 10x more exposure! And much, much more 12 in-depth growth hacking case studies from hyper-fast growth companies, including: * Drip * AdEspresso * Grid * Moo * Shopify * Zenefits * Hubspot * Canva * and more Who This Book is For 1. Startup Marketers Nothing can be as discouraging as a slow startup. When you finally take the plunge to start a project you have always believed in, only to see little to no growth, self-doubt can take over. Instead of suffering through this period, struggling and wondering if your startup is going to make it, you need to figure out a way to make it work...but you won't find it through traditional marketing routes. 2. Digital Marketers By leveraging the growth hacks in this book, you will find your marketing reach more people faster and cheaper than ever before, leading to the type of connections that will take your business to the next level. Each growth hack is specifically geared towards improving the performance of digital marketers throughout the galaxy. Reading The Growth Hacker's Guide to the Galaxy is like putting your current skillset on steroids (minus the big forehead thing). 3. Modern Marketing Students The medium of marketing is evolving faster than ever before. This book will put you on the vanguard of marketing techniques. The internet has opened up so many doors for startup companies and small businesses, throwing traditional methods of business-building out the window, and, as it seems, traditional marketing methods as well. These hacks will allow you to think outside of the box and question the mold of classic marketing methods. 4. Nontechnical Marketers Just because you have no prior technical marketing skills, does not mean you can't implement these hacks. In fact, these growth hacks are going to be particularly crucial for you. We will provide you with step by step instructions, ensuring that you do not feel over your head at any point. Bottom Line If you want to learn about growth hacking, The Growth Hacker's Guide to the Galaxy is for you."
Trust Me I m Lying
You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me. I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs-as much as any one person can. In today's culture... 1) Blogs like Gawker, Buzzfeed and the Huffington Post drive the media agenda. 2) Bloggers are slaves to money, technology, and deadlines. 3) Manipulators wield these levers to shape everything you read, see and watch-online and off. Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided. I'm going to explain exactly how the media really works. What you choose to do with this information is up to you. From the Trade Paperback edition.
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
In Growth Hacking: Silicon Valley's Best Kept Secret, growth consultants Raymond Fong and Chad Riddersen deconstruct the phenomenon used by Silicon Valley's fast growing tech elite, growth hacking. Raymond and Chad's framework, the ASP(TM), is an easy to understand blueprint that empowers any business to apply growth hacking. The ASP(TM) was developed through their work in the tech community and used to produce high-leverage, scalable growth for companies in a variety of industries including several companies featured on ABC's TV show Shark Tank. If you're looking for creative, cost-effective ways to grow your business, then ASP(TM) is the answer.
Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction. Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely. As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die. Smart entrepreneurs know that the key to success isn’t the originality of your offering, the brilliance of your team, or how much money you raise. It’s how consistently you can grow and acquire new customers (or, for a free service, users). That’s called traction, and it makes everything else easier—fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you’re on the right path. Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You’ll learn, for example, how to: ·Find and use offline ads and other channels your competitors probably aren’t using ·Get targeted media coverage that will help you reach more customers ·Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates ·Improve your search engine rankings and advertising through online tools and research Weinberg and Mares know that there’s no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs. From the Hardcover edition.
Growth Hacking a How to Guide on Becoming a Growth Hacker
So, you're interested in growth hacking. Maybe you know a little about it, maybe you've never heard about it, maybe you're the inventor of the term and you're scoping out the competition (hi, Sean!) No matter who you are, you're not looking to make a business grow - it's your looking to make a business erupt like Vesuvius. You're looking to spread like blue jeans and the Beatles - to become an uninterrupted facet of modern life, like automobiles, cable television and Facebook. In the digital age, there is such a proliferation of choice and competition that it is no longer enough for a business to "get people in the door." A consumer can easily try a product, make a snap decision on its relative value, and leave with no more effort than clicking "unsubscribe" to the first auto-drip e-mail that arrives in their inbox. Recent societal and technological developments have introduced an urgent need for online businesses to focus on retention and engagement. The more engaged users are, the more likely they are to refer friends, family, professional contacts and like minded people to their particular community, which in itself organically drives acquisition. This results in a larger user base, which increases engagement and thus retention and referral. This is a concept known as virality, which is the evolution of the concept of "word-of-mouth marketing." Virality is the way that you accomplish that benevolent positive feedback loop. As a growth hacker, virality is what you are about, because you are responsible for driving explosive, exponential growth for a company, a la Twitter, YouTube and Pinterest. Your job is to do the years of work that make something an "overnight success." After the roar of the crowd has subsided and their fickle attention spans start to scan the horizon for the next big thing, it's your job to shake it all up, re-engage them and turn your huge growth gains into a long-term, sustainable user base. This is not marketing. This is not product development. This is not entrepreneurship. This is growth hacking.
Your Network Is Your Net Worth
An internationally known public speaker, entrepreneur, and marketing executive shares practical, up-to-date tips for mastering the skills of networking. Networking doesn’t have to be that frenzied old-school game of calendars packed with stuffy power lunches and sterile evenings at community business gatherings. We’ve entered a new era, one in which shifting cultural values and the explosion of digital technology enable us to network in vastly more efficient, more focused, and more enjoyable ways. A fresh take on How to Win Friends and Influence People, Your Network Is Your Net Worth is an entertaining, straightforward guide filled with revealing case studies, hands-on advice, and innovative strategies for building your network. Written by sought-after speaker, entrepreneur, and marketing executive Porter Gale, with a foreword by Apple evangelist and bestselling author Guy Kawasaki, this book shows you how to establish, expand, and nurture your connections both online and off. New ways to network are popping up every day—and Gale tells you how to make the most of them—but even traditional networking opportunities are not the same animals that they once were, and we need to shift our attitudes and approaches accordingly. Networking has evolved from a transactional game to a transformational process. Whereas once it was about power plays, now it’s about charting your own course, following your passions, and making meaningful connections, which in turn increase your happiness and productivity. In addition to chronicling her own rise from an ad agency intern to an in-demand consultant, Gale also shares the inspiring stories of so many others who live by this networking model: a military wife who connects with social media communities while her husband is deployed overseas, a young woman blog-ger battling leukemia, a dyslexic politician who wins elections by telling stories, and the CEO of a Major League Baseball team who once made a phone call that changed the course of his life. When you focus on your passions and reorganize your networking around your values and beliefs, you will discover the kind of lasting relationships, personal transformation, and, ultimately, tangible wealth that are the foundation for happiness and success. With a message both timely and important, Your Network Is Your Net Worth is the definitive handbook to Networking 2.0.