Hack Your Growth!

Before you get too excited about a new way to purchase and display targeted ads, please understand that growth hacking is not an alternative to digital advertising. In fact, digital advertising and growth hacking are intrinsically connected. Their shared mindset emphasizes creativity, innovation, and quantifiable metrics to achieve measurable goals. This mindset is the product of decades of research into learning how people can market themselves and their companies more effectively to increase productivity, maximize profits and build loyal customer relationships. The increased focus on growth and innovation has also made businesses less hesitant to implement new technologies and services as they continuously search for ways to grow through improved marketing effectiveness and customer intimacy.

Growth hacking is a concept that involves applying techniques designed to improve the efficiency of an organization by taking control of certain facets of the business in a more customer-focused approach. The goal of these techniques is to build more value by investing in the future of customer interaction. Methods used in this approach include some tried and true methods with a slightly modernized twist; things like onboarding, customer development, digital marketing, and product positioning. The growth hacking spin behind each of these areas is to position the company for the future by building the tools necessary to provide a better overall customer experience.

Onboarding in a growth hacking environment involves creating a culture where employees are encouraged to talk to customers and then share their thoughts and ideas with multiple internal teams. As a by-product, this helps the company cultivate more internal loyalty and trust. The employees understand that their views and opinions are valuable to the company's success while encouraging greater communication between team members and departments and ultimately with customers. The value of encouraging internal and external communication is a critical component of growth hacking and ultimately extremely beneficial to deeper customer intimacy.

Digital marketing is the process of selling your company's products and services online. One way that digital marketers utilize the Internet to drive more traffic and buzz to their websites is by creating content that is engaging and useful to potential customers. Content writing and development are some of the many tactics marketers use to create this buzz. Growth hackers look to apply these techniques to customer success and bring a customer along a specific journey. The goal is to build the right content that can generate a buzz so that the organization is considered an authority in its market space and can successfully promote new products and services on social media or industry-focused platforms, influencing the decision-making process even before a salesperson is engaged.

Outbound marketing tactics include advertising and the implementation of campaigns through various mediums. Digital marketers use pay-per-click (PPC) campaigns, content marketing, social media promotions, email, viral campaigns, and other inbound methods of driving traffic to a website. Growth hackers apply these same techniques to outbound marketing tactics. They try to increase the visitor-to-customer conversion rate and use offsite SEO techniques such as keyword density, link building, and article submission to generate more traffic to the site. These techniques have been used successfully by companies like Yahoo! Answers and blogpost marketing, now common with many outbound marketing leaders.

Growth hacking, at the end of the day, is just one component of Internet marketing. Other strategies, of course, include search engine optimization, email marketing, and affiliate and revenue sharing programs. It's important to remember that no strategy will result in growth unless the marketer has the right mindset. It can be easy to fall into the trap of doing what everyone else is doing, even if it's not necessarily best for the business. The best growth hacks include having a clearly defined purpose and vision, implementing strategies that foster growth, and testing new strategies repeatedly. Through it all, the common denominator is the customer and an evolving company leadership mindset that shifts the organization from touting products and services outwards to a customer-in mentality and focus on solving client pain points.