Learn basics of Growth Hacking Marketing | Vladlena Taraskina | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

27 Lessons (1h 22m)
    • 1. Promo video

    • 2. Introduction to the course

    • 3. What is Growth Hacking

    • 4. Growth Hackers are Analytical

    • 5. Growth Hackers are Curious

    • 6. Growth Hackers are Obsessive

    • 7. Defintions

    • 8. Achieve Product Market Fit

    • 9. Talk to your users

    • 10. Set achievable goals

    • 11. Set up analytics

    • 12. Execute

    • 13. Optimize

    • 14. What is a Growth Hacker Funnel?

    • 15. Acquisition

    • 16. Activation

    • 17. Retention

    • 18. Referral

    • 19. Revenue

    • 20. Growth Hack 1 - LinkedIn

    • 21. Growth Hack 2 - Zillow.com

    • 22. Growth Hack 3 - Dropbox

    • 23. Growth Hack 4 - Airbnb

    • 24. Growth Hack 5 - Youtube

    • 25. Join Slack Group for more

    • 26. Top 10 tools

    • 27. Course Wrap-up

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About This Class

Learn Growth Hacking from the best (Uber, Quora, Airbnb, Zillow, Youtube and many more) 

I have created this practical Workshop so you can learn the best practices and become a Growth Hacker 

By the end of the course you will be able to develop your own growth strategy and carry out your first growth hacking experiment

You will learn how do more with less.  


Why you should enroll

  • Course includes over 1,5 hours of high quality content, including links to key resources and best examples of Growth Hacks
  • You'll learn skills that will allow you to become a growth hacker
  • You'll have access to the private Slack Group where I will post best examples, resources and you can discuss your growth hacking experiments with other students


About the instructor:

Top rated Udemy Instructor with 5 star reviews.

Teaches different courses on Entrepreneurship, with over 4,500 students enrolled.

+ Worked in Online Gaming Industry and Venture Capital 

+ Founded 5 companies in the last 8 years

Meet Your Teacher

Teacher Profile Image

Vladlena Taraskina

Digital Strategy │AI & Chatbots │Female Entreprene


Vladlena is a female entrepreneur, focusing on developing innovative products and services for millennial women.

She is a proven digital strategist with 10 years of experience in startups and business development. She founded multiple companies in different industries (Fintech, E-commerce and Digital Platforms) Vladlena has the ability to translate business ideas into working business models. Furthermore she has the capacity to identify and align customers' emerging needs with products and services.

At the moment she is helping companies to design and implement digital strategies that cater to millennial women. Her expertise include Chatbots and Artificial Intelligence, Wearables, eCommerce and crafting Digital Experiences.

Through her courses she wants to share k... See full profile

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1. Promo video: Welcome to the course. This course is about how you can become a growth hacker, how you can develop a growth hacking strategy for your business and apply it to achieve results. My name is Adrianna, and I'm gonna be leaving you for this course. In 2008 I have launched my first business, and ever since I have been looking for effective ways how to grow my business. A few years ago, I came across the concept of growth hacking and has dramatically changed the way I do business. Now I can do much more with less resources. I designed this course for somebody who wants to become a girl Packer. You will learn what it means to be a grove hacker. The best practices and examples off growth hacking. By the end of the course, you will be able to develop your own growth hacking strategy, and you will be able to apply the own business. You will also learn how to use your time efficiently and achieve the best results in this course. I'm gonna teach you step by step, how you can become a growth hacker. So we're gonna start out by the skills you need to have in order to become a growth hacker . Then we're going to discuss the process off, setting up your first growth hacking experiment and the growth hacking funnel. I'm gonna give you some practical examples and techniques you can use for your business. Also, you're gonna get access to the slag group where I'm gonna upload growth hacking examples all the time as well in the future. And also you can exchange growth, hacking practices and techniques with other students. The ideal student for this course is somebody who wants to grow pack their business or who wants to get a job as a growth packer. This course is not for somebody who thinks small. It is for somebody who wants to dominate the market and achieve growth. There are no requirements to take this course. Also, you don't need any technical knowledge. I just ask you to come with an open mind and a willingness to learn. Feel free to look for the course description, and I'm looking forward to seeing you in the course 2. Introduction to the course: welcome to the course. This course is about growth hacking, and it is designed for you to understand what growth hacking is and to learn specific techniques, which you can then apply in your business or in the company you're working at. So in the last few years, the term drove hacking has become very popular. You probably heard about companies like Uber Airbnb and Dropbox and how they're using growth hacking In order to achieve incredible results. These companies hire people and holdings whose so responsibility is to achieve growth in the company. So by following this course, you're gonna learn the basics off growth hacking. What growth Hacking ISS, the skills union. To become a grove hacker, the process you need to follow also certain techniques which you can apply to achieve growth. So this course is build up in different sections and this sections have lectures. Each lecture presents you an idea which will help you to become a grove. Hecker. I have also designed exercises and if you follow the exercises by the end of the course, you will be able to come up with your own growth hacking strategy. So I aim toe make this course. Very practical. Very understandable. And so you can really add. Then, after watching it, know what you are talking about? Know what growth hacking is? No. The techniques and actually have a plan and a strategy how you can apply it to your work. So I'm really excited toe, get into the course, and I'm going to see you in the next lecture. 3. What is Growth Hacking: So let us look at the definition of growth hacking. So in order to understand the definition, the best we need to look at the few words together. So growth and hacking. Hecker is somebody who is looking for an unusual way to achieve the goals or for creative way, which maybe hasn't been explored before. And when you look at growth. So the aim off this person is to achieve growth in unusual way. There has been a few definitions. The first definition was introduced by Shawn Ellis, and he says that a growth hacker is a person who's true. North is growth, and everything they do is scrutinized by its potential impact on scalable growth. Another definition, which was introduced by Andrew Chan, which was being very popular, is that growth hacker eyes somebody who embodies the hybrid between the marketer and the colder needed to thrive in the age of platforms. So you can imagine somebody who has both skills. So a marketer a colder and also has a knowledge of the product, and somewhere in this area, the grove Hecker positions himself or herself. So let us look at an example. Do you know the company Hotmail. Basically, it is like Gmail or Yahoo Mail, which was Soto Microsoft for 400 million. The company was started in 1996 and in the beginning the growth was really uninspiring. The team has planned to do billboards and radio ads. How weather. Fortunately, they had a bad idea. They decided to include in each email, which was sent out a note which said, PS, I love you, Andi, everybody can get a free get a free email at Hotmail. So straight away they started to see crazy sign up numbers, um, off around 3000 people per game. And after six months after they started doing it, they reached one million users. In the beginning straightaway, somebody sent an email to India, and, uh, it have within the 1st 3 weeks after that happened. They reached, for example, free 40,000 users in India. So it grew exponentially. And after Onley 1.5 years, they could sell the company to Microsoft for 400 million $1,000,000. So you can see how very easily with a very simple but unusual solution on the team off Hotmail could increase its growth and, um, have a successful exit from the company. So in the next lectures, we're gonna look at the specific skills, every growth Hecker needs to have, and I'm going to see the next lecture. 4. Growth Hackers are Analytical: So the first very important skill you need to acquire as a grove Hecker is become analytical. So I'm going to explain to you in this lecture why it is important and give you a few examples. So first of all analytics are going to keep you as a grove hacker. Honest. So every experiment you gonna do to try to achieve growth in your company, the analytics and the performance of the actual performance is gonna tell you if you are succeeding or failing at your experiment. This is incredibly important. So, for example, there was, um, case we've etc. That's a platform for handmade stuff. They tried to do wear infinite scroll so you would scroll on the website and more and more product with come up infinitely. So after testing it on, the analytics came in. They were really happy about this feature. But when the analytics came in, they saw that the orders dropped dramatically after they introduced this feature so straightaway they changed it and went back to the previous version. So it is very important to keep track, and it's very important to be honest off your experiment, what you've done and what are the actual results. Also, analytics will help you to make the success repeatable. So after you tried the experiment, you will know what exactly which part has worked. Which part hasn't work. And basically, you can repeat the success in comparison. For example, if you will do an ad in the radio which consists out of three sentences and you would played and it would, for example, increase your sales, you wouldn't really know what which off the sentences of which off. The reasons have resonated with the audience. So the first reason off why it is extremely important to be analytical when growth hacking is it will help you toe prioritize your tasks. So basically, you will know, um, out off your previous experience, what has worked the best and what you should concentrate on. So what are the 20% and water that 80%. Also, by being analytical and using the data and analytics, you will be able tow, predict their future outcomes. So it will be much easier for you after some time to plan what kind off strategies you can try and what kind of results they will bring. So what? How you can you increase the sales. How many customers are you gonna win? Um, at set. So the first very important key take away I would like to give you is you have to start being analytical about your business, about your past performance. And we're gonna look in the next lecturers off, how you can do it and how you can apply it to your business. So thank you very much for listening. And I'm going to see the next lecture. 5. Growth Hackers are Curious: So the next important skill union to have in order to become a growth Hecker, is to become curious. So you're not gonna achieve growth if you are following the same things you have been doing before and which were not working out so well. You have to become curious and you have to become creative. This involves first looking at the best cases off growth hacking, which have already been done. But you need to come up with your own strategy, which is gonna work for your product. So you have to start asking yourself questions. For example, what if I make this product invite only Or what if I create a very different pricing strategy? Or what if I start re posting my products on this platform? Or what if I'm gonna do this PR gag or what if I'm gonna produce this awesome video? So you need to start thinking the way which is authentic to your business authentic to your product, and you have to start coming up with creative ways off doing things. So let us look at an example off Airbnb. This is one of the most quoted examples. When we talk about growth hacking. So in the beginning, it wasn't really easy for them to achieve growth and to attract a lot off users through their platform. So they decided to find a different approach, which nobody has ever used and started to integrated with Craigslist. So it became very easy for people who had a room toe automatically re posted on Craigslist . And they made a few other integrations by trying toe get the users, the millions of users from Craigslist, and basically it worked out so well for them that they gained momentum and the amount of users and bookings and listing started to grow exponentially so they wouldn't achieve this by doing the traditional things which they were doing all the time so they wouldn't achieve this by doing the ads doing the traditional things. They had to look at the problem off, attracting new users and attracting your rooms to list on their platform in a completely different way. And they had to be creative and curious to come up with such a solution. So start getting curious, learn more off the best practices, and I'm going to see in the next lecture 6. Growth Hackers are Obsessive: the first very important skill union to acquire as a growth Hecker is to become obsessive. You need to become obsessive about growth, and you can't give up when it's not happening straight away for you. So if you think about it, you gonna try out a lot of different things and your growth is not gonna come from the second furred four fief experiment. But rather in reality, it's gonna come from 100 or 200. Experiment. So you need toe be OK with that, and you need to be prepared for that. And you need to constantly be learning, and you need to constantly be improving. This is very, very important. Also, it's gonna be hard work, and you need to be prepared for that. So it's not gonna be a quick fix that you change the color off this button, for example, and your growth is gonna skyrocket. It is gonna be a combination off a few very important changes which are gonna lead to your growth. Eso This is a very, very important mindset and skill. You need to acquire eso in the next section. I'm going to talk about the next steps you need to take in order to become a growth Hecker , and I'm going to see you in the next section 7. Defintions: So before we continue, we need to look at the few definitions which are very important to growth hacking. These destinations were presented by New Paddle and Bronson Taylor in their different guide to growth hacking. So I'm gonna talk about every definition in detail and give you a few examples. So the first definition is K p I key performance indicator. It is a number which helps you track your business results. So, for example, it could be website traffic sales number of customers. This number has to be defined by you and your team, and it has to make sense. So when you look at your KP eyes, you will see straight away how your business is performing. It is very important toe Have your KP eyes, um, delivered to you on daily, weekly and monthly basis. So you keep track off how your business is before me and the main KP eyes. It is also a good idea to have a k p i dashboard, which shows you your past performance, and you can identify the trends. So where the company is going, another good idea is to have KP eyes accessible by all off your team so they can as well see how the company's performing and what is happening. So the next important definition is viral coefficient. The viral coefficient is a number that tells you how many new people are brought into your product because of your existing users. So let's say you have 50 visitors and they bring 100 new visitors to your product. That means that your viral coefficient is too. Anything above one means that you're growing virally. It is an important number to track her weather. You must be aware that drove doesn't only come from viral channels. So there other ways to achieve growth. And although it is really good, if you're viral coefficient is about one, but also if it is below one, basically, it doesn't mean that you're not gonna achieve growth. So the next definition is cohorts. Cohort is a portion of your user based on when they signed up for your product. So, for example, everyone who signed up in December for your product is going to be in the December cohort, and everybody who signed up in January is going to be in the January core heart. It is important because otherwise your data would not be as clear as it could be. So, for example, every month your KP eyes are improving for the new cool heart, and things are going in the right direction. If you just look at a single metric and average it across all users since the beginning of your product, then your data will be not representative by the good and bad cohorts. So you're basically not seeing how things are currently going with your product as clearly as you should. So the next definition is segments segment are basically like, oh hurts, but instead off basing the group on when the user signed up your base, the group on other segmenting factors. So, for example, it could be, um, female groups or male groups as well by the age and, um, any other characteristics you defined for which are important for your business. So the next definition is A and B testing, also called a Mountie varia testing. Basically, it is when you make product changes that you only see, um, the only seen by some of your users. So it is a very important concept in Grove hecking because this is how you define your experiment So basically, you start testing your hypothesis on one group in another, and based on the results, you decide what is working so you can repeat that and continue to grow. Another important definition is, um, customer acquisition costs. Basically, it is the amount of money it takes you to get a new customer. So let's say you are spending $500 on Facebook as, and this brings you to new customers. So it means that for this channel, your customer acquisition costs are $250. It is important to know the customer acquisition cost for each channel. And once you know how much we're spending for each channel than you can basically prioritize and decide how much you are spending on each channel and where you should spend more on where we should spend less. The next important definition is lifetime volume. The lifetime value off the customer is the expected amount of money you make on someone throughout their entire life cycle on your product. So basically, if they're spending $300 per month on your product and stay on average for two years than the lifetime value is $7200 Hugh, multiply the 300. They're spending by 24 months into years. There's one more complicated ways toe calculated over bigger periods over shorter periods. Um, also very important is to calculate a lifetime value for the segments you have identified. Because then you can also see, um, which segments are bringing in more money and are going to bring more money in the period off to five years, whichever period you defined for yourself. And you can then also concentrate on targeting this particular segment. So these are all the definitions I wanted to talk to you about, Um and so I'm going to see you in the next lecture. 8. Achieve Product Market Fit: So before we get into concrete techniques off how we can do growth hacking, let's talk about a very important basic point about product and market fit. Basically, your product or service you are providing has to be needed and really wanted by the market . So there has to be enough demand for your product, and your product has to fit this demand. So without this product and market fit, it will be really, really difficult for you to achieve any growth. And if you don't have it, I would encourage you to go in your visit, your product and your offer. So how do you know if you have a product market fit? There is a question, which was introduced by Shawn Ellis Um, which is basically, if you ask your customers, How would you feel if you can't use anymore their product or service? If more than 40% off the people who you ask this question reply, we would be very disappointed. Then you have a product market fit. If in his last 10 40% then you have tow, revisit again what you're doing and the way your product is or service is and how it is positioned. Basically, your product has to bring value toe the customers and to your users. If it doesn't, you shouldn't start with growth hacking. So let's look at an example how Instagram started. Instagram started as completely something different from what it is now. It was started by the co founders as another company called Bourbon, and basically it was a social network, which included different features and one of the futures WAAS photo sharing. So after the first app wasn't working so well, but it had some traction. How whether they noticed that what was working really well was the photo sharing function and different futures people were using. So the founders decided to concentrate on Onley this feature off photo sharing, commenting and liking off the photos and using the futures. So after they cut out the rest and they only had the value. So it defeated perfectly to what the market wanted their products. So they had the product market fit that could grow, and they could adapt and use different growth strategies and the product Instagram waas as you know, what's so to Facebook, um for one billion U. S. Dollars. So it was a huge success story, but they couldn't grow and they couldn't attract users if they wouldn't have the product market that if they wouldn't know what their users actually wanted and if they wouldn't build upon that. So ask your users the very important question if they would feel very disappointed if they could have to stop using your product if you don't exist anymore. If they're indifferent, you have to revisit what you're doing. If they would be very disappointed if they feel strongly about it, you can then start building up your growth engines. In the next lecture. I'm gonna talk in more details what kind of questions you need to be asking people in order to achieve the product market fit, and I'm going to see you the next lecture 9. Talk to your users: So, as I have discussed in the last lecture, a very important basic for building up your growth engine is having a product and market fit so very important you need to deliver value to your customers. How do you find out if you're a delivering value? A very important part off finding out is having surveys and constantly talking to your customers and getting feedback from them. So the question you need to be asking is. What are the users looking at your side or in your product? In the service? What are the main features they're using and what is the main Valium? So you need toe increase the desire. So you need to identify what is them value, and you need to constantly, um, highlighted, so you need to build your product around this value. Another important question, which you need to be asking your users, is what is not working. So what other points of friction where the user flow gets interrupted? So what is not working? Um, after you identify that, basically, you take the value and the desire you reduce the friction so that you take out the things which are not working out and then you straight away get the increased conversion rates. So then you can start optimizing the growth. So in the next section, we're gonna look at the funnel. So how does the growth hacking final work? And what is the process you need to go through in order to build a grove hacking experiment . So thank you very much for listening, and I'm going to see the next section. 10. Set achievable goals: So in this section we're gonna talk about how to set up a growth hacking experiment. So the first very important step is to Sepp Actionable goals. So the goal can be just I would like toa grow my start up on my company. The goal has to be very actionable. So I would like to increase my retention rate by, um, 10%. I would like to increase the concentration by users twice, and basically it has to be like a task. So when you look at your startup and you go off achieving growth, you have to break it down as much as possible until you reach concrete's tasks which can be achievable. So let us look at an example. Uber is one of the fastest growing companies nowadays, and I would like to show you the experiment uber has been doing with its landing pages in order to demonstrate you how to set up a growth hacking experiment. So let's look at this example. Uber wants to grow, so the ultimate goal is to increase the amount off, right? So increase the amount of time they make. This is the ultimate goal. How can they achieve it is by attracting more drivers. So this event is particular New Year's Eve, so they know from their data and before is that they earn much more on big events. Eso for sports events, special occasions and one of such events is New Year's Eve. So they created the landing page, which specifically attract drivers. Um, for New Year's Eve here you can see it is very easy. You have a sign up form and you have free main benefits. Why you should sign up So uber has set themselves very, very actionable goal. They want to increase the amount of drivers which are gonna drive at the New Year's Eve by , UM, let's say twice. So they would like to increase this amount off people. This is a very concrete goal, and that's the first step to create your growth hacking experiment. So in the next lecture, we're gonna look at the way how to set up analytics and how to execute and optimize the experiment. So thank you very much for listening, and I'm going to see the next lecture 11. Set up analytics: So the next important thing after you have set up in achievable goal, we're growth hacking experiment is to set up analytics. So what are you gonna measure and how you're gonna know that you achieved the goal you were setting up for yourself. So let's look at one very important tool how you can set up your analytics. So it is Google analytics probably already using it to track the website traffic to your business And, um, where your users are coming to your side today, I would like to show you and demonstrate you on the example we have used in the previous lecture of Over. So how we could using Google Analytics track if the goal has been achieved. So let's look at the details how Google analytics work and how we can use it in order to track. If the goal we have set out for our growth taking experiment, um, worked out. So here on the size you have a tap which is called conversions, and it has different apso goals. Equal responded channel familes attribution and we are now interested in the goal. So setting up the goals eso you go here to overview and I haven't set up any ghost yet, so we click set up goals and, um, here we have a choice off different goals. You can also have a custom one, but basically therefore types revenue acquisition enquiring engagement in case off uber. They're looking that the driver sign up on for their service to become a driver. So we can say acquisition. Create an account so we can say that that's the case. That's the goal. Um, then you can write, Have the gold descriptions over example Driver sign up and you can decide the type. So if it's a destination duration page, screen procession or a specific event, eso we say destination, which basically means that after they sign up in the landing page, which I showed you, they end up on a certain page which were created in this, which they created. So this page would call be called, for example, uber dot com. Thank you for signing up, so we click continue and here the destination, which which ah, we said that would be, for example, this page or but generally it is a page which has franker than than where you have a thank you um, message. You can also have value. You can assign the morning to revalue, and you can specify the funnel. So how the traffic is going to come to your site and how, um they're gonna send up, I'm going to talk about it in the next section and more details. So we saved the goal, and here we're gonna have an overview off. It is recording and have gonna have an overview off How many people converted. So this was a very simple demonstration off how, in our example of uber and the lending page to sign up new drivers, how you can track this experiment and if the goal off increasing the amount of drivers which drive on the New Year's Eve, how it could be tracked. Um, obviously, there many different, um, experiments you can set up and you go Magnetics is a really great tool to help you track. If you achieve your goal in the resources to this lecture, I'm going to give you more already goes and more resources where you can find out how you can set up Google analytics and the tracking off your specific goals. So in the next lecture, we're gonna talk about executing your experiment and optimizing it. So thank you very much for listening. And I'm going to see in the next lecture. 12. Execute: So after you have set up your goal, which you want to achieve with experiment and you have the analytics to track if the goal was achieved, the next important thing is to actually executed. I would like to talk about a few important points when it comes to executing your growth hacking experiment. So, first of all, you need to write down the hypothesis. So by running this experiment, what do you think will happen? You can check. Um, what happened before when you did similar things? You can also, um, read online. Basically, you need to come up with you hypothesis, what will happen? So in the case of over on their hip offices is we would like to send out this landing page fire and use letter to our existing customers. So maybe some of their existing customers would be convinced to become a driver on the New Year's Eve so there could help offices. It does that by opening this newsletter. Some of the existing customers are gonna be convinced that they're gonna join. That's the hypothesis. So the next important thing is that you need to be aware off the resource is which you need in order to run the experiment, so be realistic that it's gonna take time from you and from your team and also that it's gonna distract the flow off your business. Um, you need to be aware of that, and you need to plan that a hat. Another important point I would like to tell you is that you shouldn't be discouraged by initial results. So you are gonna try it out. And don't expect trade the way A phenomenal growth. Basically, you have to learn from what you did, right? What you did wrong. You have tow seat as an experiment, and you have to keep trying and keep making your experience in mint man better. Um, as I already mentioned before, your growth heading strategy is not gonna work from the fee for 10 of time. It is more likely it's gonna work from the 100th time, so keep that in mind. Um, don't get discouraged. Continue. And in the next lecture, I'm gonna talk to you about optimizing the experiment which we set up eso Thank you very much for listening, and I'm going to see the next lecture 13. Optimize: So the final part off setting up your growth tracking experiment is optimizing it. So after you have the first results, you can see what was working. Well, what is not working? Well, based on your analytics. So I'm gonna talk about the free, important things which we need to think about when optimizing your growth hacking experiment. So the 1st 1 is that you need tohave a control group. So you need toe have always a group which is basically not receiving your, um, growth taking experiment. So, for example, you are sending the newsletter just to the 80% off your users. That's your test group. And you also have the control group because you need to see, um, if there any other circumstances affecting your goal achieving your goal. So, um, you need to always check against the control group and the test group, so your results. The second important thing is union to be using A and B split testing. So you need to divide your users in tow two groups and you need to be testing the way. In this case, for example, the landing page looks like, for example, one can have the conduct form on the side, and the 2nd 1 can have the contact form on the um down on you need toe see toe. Which one? People are responding the best, and then you have to continue that all the time on the final point. I would like Toa highlight is that you need to know when to give up the experiment, so you need to try it several times. You need to track the results you need to do a beans plea, testing how, whether if it's not working out and if it's taking too much up of your resources off running a business, you need to give it up and may be considered trying something completely different. So, to sum up, we have looked at an example of uber and how they're using growth hacking in order to attract new drivers for the New Year's Eve. So we started with setting up the goal so attract the amount of drivers for the New Year's Eve by on increased the number by 50%. Then we set up the analytics. So how they could track this goal the amount of sign ups and first we basically they ran the experiment by sending it buy and use letter to their existing customers. And the final point is to optimize the experiment constantly. So what they do is a be split testing. They are showing some users this version of the patient, some the other version and you can see they have, um, a lot off experiments. Also, if you check their landing pages in the timeline, so what they started with and how it developed. Now you can see that they're constantly experimenting with where they put the logo where they position the contact form, what kind of images you are seeing. So it is very important. So I hope that by demonstrating you this examples, you understand the steps you need to take to set up your growth hacking experiment. I'm going to provide you also with an exercise where you can go through step by step and set up your first growth hacking experiment. So, um, I hope this helps. Thank you very much for listening, and I'm going to see the next lecture 14. What is a Growth Hacker Funnel?: this section is about growth hacking, funnel and how you can build one for your business. So basically what the final is is how a user moves towards buying your products. So what other steps she machines to take in order to come to the revenue and to buy your product or service? So let us look in more details what a growth hacking funnel is. So let us look at the five parts out of which drove hacking funnel consists off. So the 1st 1 is acquisition. How you acquire the traffic to come to your website. The 2nd 1 is activation. How do you make out of this traffic? Active users. The furred one is retention. So how do you make them stay on your side? Then? There is an important refer report. So why do people refer you to others? And the final one is the revenue. So how does the user pay you money? The final step. So the job of a growth hacker is toe measure the conversion at each off the steps which are in the growth hacking Faneuil. So let us look at this image, and here we can see that 10% off. The people who come to our side get users. So they, for example, sign up or they, um, participate in the discussion. So basically, they get active users, then another 30% of them stay, and they come a second time in the first time in the fourth time because, for example, you send them newsletters or you do anything else toe, motivate them to come, and only the 30% so nine people out of 1000 will actually pay for your service or for your product. So you need to know using Google analytics. What is the percentage and how many people are buying the product out of the one which you acquired your job as a growth hacker is toe take away the bottleneck. So this means that if one of the steps is not working out, So, for example, if you acquire the custom, the users and they come to your side, but unfortunately they don't become your user so they don't get activated. You need to see that in your analytics and union to change something which stops them to becoming a user may be the process of signing up is too difficult. Maybe they don't want to leave their full number. You you require them to leave something else toe register. So you need to identify that and remove that This is your job as a growth Hecker. So in the next lectures, we're gonna look at each off the steps individually, and I'm gonna give you examples so you can come up how you can implement this in your business. So thank you very much for listening. And I'm going to see you in the next lecture. 15. Acquisition: so basically agro Hecker can achieve growth in any stage of the funnel by optimizing it and retaining more people in every stage. So let us look at the first stage, which is acquisition. So where do your customers come from? The first step to set up your acquisition strategy is to look in Google analytics. Where is your traffic coming from? You can see that on the left hand side in your Google analytics and basically you can see by the breakdown. So basically isn't at direct traffic. Does it come from social media That has come from referral from certain website. Does it come from organic surge? So basically, the first thing you need to do is to identify where your traffic is coming from. The next step is to make a brainstorming what kind of channels you need to use to acquire additional traffic to your side. So could it be more social media? Could it be more PR? Could be more blogging, So more content marketing? Could you position more sites in Google, so search engine optimization. So you need to make a list off things you could be doing toe acquire more traffic to your website. So let us look at an example off acquisition off acquiring more traffic. So I would like to look at an example of quarrel. Quorum is a website where you can ask and answer questions and basically on the communities participating and answering and asking the questions. So there is a very good tool, which is called similar web dot com, where you can check most of the websites and basically you can check how much traffic they have and where this traffic is coming from. So we're looking at Kwara and they have an estimated number off 260 million, um, visitors per month. And most of the traffic is coming from the United States in the United Kingdom, Canada in Australia. And if you check here the traffic source, it is obvious that most of the traffic is coming from the search. So basically, that's their main acquisition channel. So when you type into Google, what is the best Grove Hecking's strategy? It is most likely that quarrel will be the first page which will come up and there you can find answers toe this kind of question. So, for example, what is growth hacking? Um here, you can see other types of traffic. So, for example, direct. So people already know Cora and they come there directly. The 2nd 1 is the refer one. So basically they come from referrals on other size, for example, PR press sites. Uh oh. Blog's another one is social. So, for example, somebody post, um, on social media on their Facebook on answer to a quorum or 1/4 question, they're participating. So they're answering toe than another one is male s. So, basically, if somebody sends an email and links there to Cora and the final one is the display, so if they're paying toe by a traffic So Google ads, for example. So let's look at the most prominent one, which is search. And here we can see that 100% off the searches organic search. So basically, they don't pay to be listed in Google. And here, the organic, your words people are looking at, um, basically, if you, um, you can check more more keywords here, here's the social traffic, the display advertising and additional information. So additional information you can look at. So basically, um, you need to come up first with water is working for you. You can do that by using Google analytics. And the next thing is to come up with the strategy, how you can acquire mawr users, more traffic to your side. So this is the first step you need to take. And in the next lecture, I'm gonna talk about the next steps off, activating, retaining the customers and the revenue part. So thank you very much for listening. And I'm going to see you in the next lecture. 16. Activation: so the next step in the funnel is user activation. So after you have the traffic and acquire people and they come to your website, the next step is to activate them, so to make them to your users, to wake interest in them. And in this case, you need to start thinking, What do you want people to do on your website? So should they sign up for your newsletter, for example, should they register? Um, should they? Uh huh. How do you want to activate them? So what is your goal if we look again at the example which I gave in the previous lecture off Cora? Basically, their strategy to activate the user is that they want you to register. So every person who wants toe ask a question or answer, existing question has to register. They make it very easy to register. You can do it over a social networks or just simply filling out the form so and this step you need toe make it as easy as possible. You need to remove any kind of things which might stop activating the user. This is very important thing to think about. So in the next lecture. We're gonna talk about retention and how you could retain the users, which you have on your website. So thank you very much for listening. And I'm gonna see you the next, like 17. Retention: the next step after activation is user attention. What this means is basically you want your users to come back to your side as often as possible because it is really expensive for you. Toe acquire new ones. Basically, the most efficient way is toe Keep the ones you have already and make them come back to you and purchase more of your product or service. So let us look at the example which I have discussed in the previous lectures of Cora. How does Cora retain the users? So basically, after you sign up, they have your email address. So they're going to use this email address to send you digest off the questions you are following like this. You're gonna be engaged and you're gonna want to see what is happening. So, for example, if you ask the question and you have new answers, you're going to get an email about that so you can come back to the side and there you can not only read the answers which were posted to your questions, but also you can start, for example, a new question. Or you can follow a specific user or you can read on other topics. So basically, this is how they retain users. One of the strategist. So this is very important. You need to analyze how you could retain the user. So what is this? Um Ah, ha. Moment. And why are people going to come back to you and how you can build it in in your process. So thank you very much for listening. In the next lecture, we're gonna look at, um, referral and revenue, so I'm going to see in the next lecture. 18. Referral: so the next step in the growth hacker funnel is referral. The point is that you have to build in mechanisms that allow your users toe share your product or a service with their friends. So that starts with your understanding. What do you want them to share on? But how do you want to share? So where is your target audience? Do you want them to share it over Facebook or Twitter over email? And what kind of benefits can you offer them? Eso They can refer your product? It could be, for example, 10% discount on the next order or any other benefits you can think off before you think of referral. I have toe remind you that it all comes down to the product market fit, so people have to want your product and needed and loved your story and love how you do it and what you do so they can refer it. Otherwise, it doesn't really make sense to building for mechanisms if the product doesn't beauty people and they don't imagine referring it to anybody. So take example off Cora. Every time you log in back and you, for example, ask a question from the core. A community. You can share this question. So friends on Facebook or Twitter can engage with you and reply to your question. They're several other my fingers, Sims, which I built in Tora, which allow you to share the content. So, um, now you should think First of all, if your product is terrible, do people want to share it with who and how, And secondly, you need to build in the mechanism, so allow them toe do that. So thank you very much for listening. And I'm gonna see you next lecture. 19. Revenue: So the final part of the growth hacker funnel is revenue. This is the most important part off the funnel, and this is what you want toe at the end. Um, concentrate on an increase how weather, as I discussed before, you need to look at your funnel as a whole and see how many people are at each stage and how many are moving forward on Lee. This way you can make it better, optimize it and actually increase the revenue. So, at the end, the final step. So at this final step as the ones before, you need to remove any kind off disturbances a user might have when he decides to purchase your product or service. So basically ending in tow a card and paying for your product has to be as easy as possible . Also, you need to find mechanisms if you, for example, see that a user is living the shopping card when you If you haven't ecommerce business and not actually paying for it, you need to also identify why could this be a problem and maybe offer them additional discount or, um, ask for feedback why this is happening? So this is also a very important step. And you need to think if it is smooth enough, if it is easy enough and how users actually go to purchasing your product or a service. So in the example which I have been giving in the whole section about Cora, at the moment, they're not earning money. How? Whether they're one off the top valued companies at the moment on, they have a huge community. So when they decide to have to introduce a business model, they have enough, um, people who can purchase the product or the service they're gonna offer how, whether this is still not sure what kind of business model it is gonna be. So, um, I hope, um, you are clear now about growth hacker funnel, and you can build one for your business. You can identify where you have the people each step, how many people and how many of them convert to the next step. Also importantly, you have to look at the whole funnel and identify where you might have problems and what you can do to fix that. So thank you very much for listening. I hope this is clear for you now, and I'm going to see the next section 20. Growth Hack 1 - LinkedIn: So in this section we're gonna talk about growth hacking tactics, and I'm gonna give you a few examples off cos which successfully used growth hacking toe grow their business. So before we begin, I would like to point out to you that there is no one silver bullet. So, um, there's no one technique which I can tell you, which is gonna increase your growth incrementally. So it is all about testing and trying out and finding a growth channel which is offended for your business and neutral work for your business. So you cannot just simply copy and paste what works for other businesses and hope that it will help you grow. So the first example and the first growth hacking technique with which was going to start its search engine optimization. So using Google in orderto grow your business and positioning the pages and the example off the company which did that successfully in the beginning, eyes linked in Esso basically before linked in emerged. The social networks were used mainly for entertaining and for connecting with friends, and they decided to radically change it. So they decided to use social networks for business in the very beginning, they noticed that a lot of people typed into Google, a name of a person they were going to meet in the business meeting, for example, so they would search the person how whether they wouldn't find anything useful. So what lengthen did is creating a public profile for each lengthen member, which was then indexed by Google. And basically next time when you typed in, um, volunteer asking, for example, my name, one of the top things which came up was the linked in profile like this. They managed to create thousands and thousands off pages were to our index by Google, so their overall ranking increased. But also people started toe, find them and started to see that they need to create the profile there as well in order to connect toe the business partner of theirs. So this waas one channel they used and which worked for them successfully. So in the next lecture, I will talk about the next tactic and the next example. So thank you very much for listening, and I'm going to see you in a nice lecture 21. Growth Hack 2 - Zillow.com: So the next example I would like to talk to you about is zero. Zillow is one of the largest search engines for real estate. So for buying or selling your home. So one of the major waste which enabled their growth waas condoms marketing. So they concentrated on producing quality content, which attracted press and bloggers and people to write about it and share it. So what kind of content did they produce? So first of all, they produced infographic. So which visually showed, for example, the pricing or any other information which you would like to know if you are looking to buy a house. Also, they did surveys, and then they published this data, which was, um, very useful and very interesting to their target audience. Uh, these basically helped them to gain attention to getting pure to get traffic to their side . So you need to think, What is your content? Marketing strategy at the moment. Do you have a block? Are you writing about something? Is this interesting to your users to your target audience? Can you make it more interactive? Can you make an infographic out of it? Can you make it more visual? can you make videos? So what kindof content and which formed as your target audience wants to seem. The goal with your condom marketing strategy, if you choose to try it out as your growth channel, is that you have to become 1/4 leader and an expert in your industry. So after you become one, this is a time consuming job. But after you position yourself like this, it is definitely I'm gonna pay off because more and more press is gonna talk to you. More and more bloggers are gonna come back to ask for your expert opinion. So I think about this strategy and if it's workable for your business and thank you very much for listening and I'm going to see the next lecture. 22. Growth Hack 3 - Dropbox: the next growth Heck I would like to talk about is referral. The example I would like to discuss with you is Dropbox Dropbox used referral program in orderto grow in size dramatically. So this was what, just one of the tax sticks they used. Um, and it can't be overestimated how? Whether it was one important key part off their whole growth strategy. So basically, what they did is that they offered that if you refer a friend, you will get free space on Dropbox. But also your friend will get free space. This has worked really well, and a lot of people, because they had such a useful benefit to them, started to refer their friends. So you need to think if this could be applicable for your business, does it even make sense for your type of product or service to create a referral program? If it doesn't make sense, you need to think what you can offer to both parties. So it is good for both. So what do you need to offer to that person? Who first somebody and his or her friend who gets therefore on who signs up. So, basically, you need to create incentives for both parties. You need to also important to calculate. How much is it gonna cost you to give something away for free? And if it pays off in comparison, for example, to do Google ants or for Facebook ads? How much does it cost you to acquire ah, person through referral? And if it's cheaper or more expensive than traditional Google ads? Eso I think if referral could be an option for your business, if it makes sense, you can try it out. Don't forget to offer benefits to the both parties. Andi make it interesting and exciting enough for both to participate. Otherwise it won't work. So thank you very much for listening. And I'm gonna see you in the next lecture. 23. Growth Hack 4 - Airbnb: the next grove Heck I would like to talk to you about is Airbnb ing. This is one of the most popular examples which is given when we talk about growth hacking. So what Airbnb did in the beginning in order to grow its listings and the number of bookings it integrated with Craigslist. Craigslist is, ah, very popular directory where people can post eths on. Basically, you can find what you convey by cell eso. Basically, it's our marketplace. So what they did, they decided toe take the benefit off existing platform, which is Craigslist. So, um, after you created a room on Airbnb after you posted your, um, room there, you could automatically share it on Craigslist and get the traffic from there. So get the potential bookings from there. What this could mean for your business is that maybe you can think off not reinventing the wheel but using the traffic from some existing platform. So you need to think, um, for your industry and for your business. Is there a platform which is already very popular and which your target audience is using, which you could utilize in order to get traffic to your side? So you could think off different integrations. Some are more technologically complicated. Like when Airbnb on what Airbnb did. But sometimes it could be something very easy. Just buy across posting stuff. So, um, consider if this could be an option for your business. Uh, in the next lecture, I'm going to talk about the next example, So thank you very much for listening. 24. Growth Hack 5 - Youtube: another growth. Hacking example I would like to give you is on the one off YouTube. YouTube is the second biggest search engine nowadays after Google. So when people are searching for something, they are very often just typed into YouTube in order to see a video off what they're looking. So it is growing in popularity. Eso There are a few factors which contributed to the YouTube growth. How weather? One of the key factors was the decision to allow users off YouTube to em. Bad videos. This means that basically, you could copy the cold off any YouTube video and you could embed it So included in your website or your blawg Um, this helped them toe achieve a critical growth which they needed because suddenly, all over the Internet on loads millions off websites you had YouTube videos embedded on. And, um, people could see that this is YouTube and then they would follow to YouTube and watch more videos. Eso basically it engaged people and, um, increased the amount of people who are viewed the videos. So what could this mean for your business? You could think about if this is an option for you to make your content is in the terrible . So if people could take part of your condoms or part of your product and embedded toe their websites and their blocks, their content you make a valuable has to add great value toe other websites and other blocks. So you need to think about is their value you can create and what is the value. And then you have to make it very easily share of also. Actually, it's not like a problem, but, like reviewed, you've just with one click of a button you're click copy embedded code, and you can already included on your website on the block, so you have to make it very easy. So this is one of the growth hacks which YouTube used in order to grow. Um, thank you very much for listening. And I'm going to see you the next lecture. Thank you. 25. Join Slack Group for more: So in this section I gave you just few important examples which you need to know off growth hacking. These are not exclusive, and there are thousands of others which are really great in which might work for your business. This is why I created a slag group community where I invite all of you to join where I'm gonna be posting more examples off growth hacking on regular basis and where you can also discuss with other students Maybe the grove hex you're trying out or which you already tried out and which worked for you. Oh, it didn't work for you. S o. I post the link to the slack community and the resources this lecture and also you get it when you join the course. So if you have any more questions if you want to know any specific example off growth hacking, um asked me and write it in the discussion or in the slag group, I'll be happy Toe, um, discuss it with you to tell you more. And I'm looking forward toa talking to you and helping you to further grow your business. So thank you very much for listening. And I'm going to see you in the next section. 26. Top 10 tools: This is a bonus lecture where I would like to give you the top 10 toes, which I think are important for every growth hacker. So let's start with analytics. I think on the best tool to use for analytics in order to track your growth hacking experiments is Google Analytics. It is a free tool to use. And, um, you gonna find the link toe? Um, all the tools I'm gonna present in the resources to this lecture, and basically you can check Check it out. Google analytics is a bit difficult to set up in the beginning, but when you have it set up, it is really great. And, um, it works really, really well, the next one. It is called kiss metrics. Basically using kiss metrics, you can track, analyze and optimize your digital marketing performance, and it does a bit more than Google analytics. It identifies each user, and basically it shows you how each user becase uh, Google Analytics doesn't do that. Ah, but kiss metric dust. So basically, you're gonna get more details about each user. How Hugh she reacts toe, um, your website eso It is unfortunately not for free. And it's where expensive costs from $200 to $2000 per month. But it is a very good too when you already more advanced. Another very important do is called segment. Ah, segment is a single have for customer datum. Basically, it will collect all your customer data in one place. Um, for example, you can integrate Google analytics case metrics, Facebook pixels. Um, all the kind all kinds of programs, um, which you are using and basically to collect everything in one place. You can administer it and, um um and use it. There is a free version off the product, which is a thing enough in the beginning and their other versions, which costs more upto $449 per month. The next one is called un bounds. And this is a tool toe build landing pages. This is one of the best tools, and basically there you can build, publish and um, a be split test landing pages. You don't need tohave, um, technical knowledge. You can very easily build a beautiful landing pages there and test um, the to is not for free. Cost from 49 to $199 per month How whether you will get straight away, very professional looking landing pages and all the analytics at two, which I usedto send out newsletters. So for my newsletter, marketing is male chimp. It is really great. And, um, it's allows you to send basically marketing emails, automatic messages and targeted campaign. You can also segment your user. So, for example, depending on the ah, you're funnel where your users are. You consent to different segments different males. There is a free version off the tool. Ah, how whether if you are having more subscribers, you have to pay, um, more months limb. A great tool which will allow you to collect customer feedback, which I discussed is very important toe Find your product market fit is all are basically it is a chat option. Ah, life chat option with your, um users where you can ask them for feedback and, um, answer their questions before they leave. There's a free version, which is enough anything in the beginning and they're also paid versions. If you want toe, for example, integrated with more websites. That said that, um, a great tool to manage all your social media is who issued Basically, it allows you to integrate all your Social Media Channel in one place. And you can their, um, schedule your messages, which you want to send out. You can also track the, um, analytics that performance basically use. Have an overview in one place off what is happening. There is a free version which allows you to connect free social networks and you have to pay a month. Leave $8.99 if you want toe, um, get access to premium features or you want to connect more social networks. A great tool for inbound marketing is ah hap spot. Basically, it is the leading inbound marketing platform on the web. Um, and it includes analytics, CRM, blogging, social media landing page creation call to action testing. So basically, it is the one stop for all your inbound marketing. Unfortunately, it costs quite a bit as well, so from 200 to $2400 per month. But as I said, it has everything integrated, so you don't have to pay for a different, um, different plan platforms and websites. You have everything in one, so this might be a great great option for you another two, which I think is really great is optimized Lee. And it allows you to test personalizing, optimize in one, um, easy to use platform. Basically, it is very easy to implement on. And, um, you can their test, um, your websites or your mobile APS It has a free version, but also has a paid version on, and you need to check what fits for you for your business. The best at this moment. Um, and finally, in orderto get additional sign ups and traffic, one of the most used tools is a sumo me and basically it integrates with your website and they claim that it will increase your daily email sign up by 20%. But basically you integrate with your website and you have, um, different tools. One of them is, for example, it allows you to collect emails. Another one lets you see where users click on you upside. Ah, basically also social sharing. You can integrate just a few simple clicks. It is very good. I have tested it myself, and there's a free version. How, whether if you want access toe more features, for example, to remove the branding or additional features you have to pay, um, up to $49 per month. So this is, I think, the top 10 tools, which I think you should definitely check out. Um, I'm also giving you in the resource is, um, the website, which has an overview off my many more tools. Maybe you can find their one which fits better to your business. Maybe a cheaper one. Um, which you would like to use. So have a look. There's whoa. But this are my, um my selection, which I'm using in which I would recommend. So thank you very much for listening. Um, I hope this helps, and I'm going to see you the next lecture. 27. Course Wrap-up: This is a wrap up lecture for this course. I would like to recap what we have learned in this curse. So first of all, we started off by learning the necessary skills which we need to become a growth hacker. Secondly, I discussed about product market fit, which is the very important basic for building up your growth strategy. I have also discussed how you can set up your first growth hacking experiment and what is a growth hacker funnel and how you can set your own growth? Hacker funnel. I gave you a few examples off very popular growth hacks and how big companies like uber Quora, Pinterest, Airbnb, dropbox are using growth hacking in order to grow their business. So I would like just to give you a few very important forts which I want you to take away from this course. So there is no one silver bullet which is gonna help you grow your business. Basically, growth hacking is more off attitude, so you need toe very analytically. See your business union toe measure everything measure every marketing action, every growth hacking experiment you have, and you need to constantly be testing and optimizing what works past and what is not working for you? So it is a very scientific method toe marketing. I hope I could explain to you what growth hacking is. What first steps you need to take in order to build a growth strategy for your business. I hope I gave your useful examples which will help you toe, um, reflect on your own business and maybe come up with the things you want to try out next. Eso thank you very much for listening. If you left the course, please leave me a positive review on. I'm looking forward that you join the slag group and the discussions in the course. So I can, um, help you and weaken further discuss the growth hacking techniques which work and which don't work and how you can grow your business. So thanks again. Um and I'm going to see you in the next course.