Startup/Digital Marketing 2.0: Growth Hacking Thru UX

2. Contents of this slide are solely based on my personal learning experience and observation. I might be wrong! Let’s talk! When One Shares, Everyone Wins sa@netizentesting.com @ChiewSA

3. Building a product is only HALF OF THE BATTLE When it comes to the business of technology, it’s not only about product development and research, making the product available to as many (right) people matters. PRODUCT + MARKETING = GROWTH GROWTH

4. What if I don’t have to care? I already have lots of customers/conversions. It It’s s not not up to you. up to you. Those who care (usually a lot!) will be more than happy to steal your customers/business

5. Before we move on.. You should know a little about the followings: • Internet/Digital Marketing • UX (User Experience) • Growth Hacking Fear not, we’ll cover a bit..

6. Traditional vs Digital Marketing The marketing 4 Ps still exist.. Product Price Promotion Place (Distribution) The ‘exciting’ part of Digital Marketing

7. DIGITAL MARKETING DIGITAL MARKETING is not only not only about Social Media & Search I will focus more on Social Media & Search Marketing since most people are familiar with it (unless you don’t use social networking and search engine).

8. THE PROBLEM & OPPORTUNITIES Digital Marketing allows you to track (almost) everything.. “Half the money I spend on advertising is wasted; the trouble is I don't know trouble is I don't know which which half.” half.” the -- John Wanamaker

9. If you’re new to UX Feel free to view this slide that I prepared earlier bit.ly/newbieUX

10. A typical UX design process involves.. There are many step-by-step processes proposed by different practitioners, It typically starts with Research -> Analysis ->Design -> Test -> Iterate

11. So, what is Growth Hacking? There are many different definitions out there. Let’s not spend too much time discussing here. Wikipedia: Wikipedia: Growth hacking Growth hacking is a marketing technology technology startups startups which uses creativity metrics metrics to sell products sell products and gain marketing technique technique developed by creativity, analytical thinking analytical thinking, and social gain exposure exposure social Growth hackers focus on low-cost and innovative alternatives to traditional marketing. Startups usually struggle with limited resources (money, time, experience) to achieve growth, so they take innovative approaches using least resources to achieve massive growth. Non-technical guys need some technical loves too. So, marketers in the new age are now growth ‘hackers’

12. ‘Hacking’? But, I have no technical skillset.. It’s good to have technical skills, but most importantly is the willingness to experiment (the entrepreneurial way) willingness to experiment (the entrepreneurial way) You don’t want to bug your tech guy all the time just because you wanna tweak some minor changes on your content. Don Don’t be surprised that many great developers know least t be surprised that many great developers know least about SEO stuff (e.g. 301 redirect about SEO stuff (e.g. 301 redirect, Canonical URL , Canonical URL Tag) Tag) SEO = Search Engine Optimization If you enjoy analytical thinking, you might be a great growth hacker!

13. One of my favourite advocates for ‘Growth Hacking thru UX’ • • • • • • Obsessed with metrics and data Obsessed with User Experience Make data-driven design decisions Empathize users to deliver great experience See YAHOO! as largest startup in the world Startup shopping queen Marissa Mayer, CEO of YAHOO! prev. VP of Search Products & UX, Google

14. Your Daily Habits. One Similarity. They all have dedicated Data/UX/Growth Team *usually very large team There are many reasons why you expose to them and still using them..

15. Why Growth Hacking Thru UX Matters

16. The WEB WEB is getting more & more PERSONALIZED PERSONALIZED Opportunities for marketers on target marketing

17. You might not aware.. But you experience ‘growth hacking’, being experimented or targeted everyday! Facebook: Youtube: It is less likely a coincidence that a H&M Advertisement shown beside while you’re reading Uniqlo email newsletter.

18. You’re targeted! I’m hunting you! I browsed some items on e-commerce sites, and they’re now e v e r y w h e r e Other websites that I visit later: Facebook: I’m not hinting you that you must spend money on advertisement (or re-marketing), these are just examples that you’ve experienced

19. If you’re not paying for it, you’re not the customer. You’re the product being sold.

20. Many people gave up on digital marketing (included me), and blame the platforms for being ineffective

21. When you don’t optimize.. Seriously this advertisement made me hungry! But, the 7-11 in Malaysia doesn’t serve this. Wrong target, 7-11 Taiwan! While Jeremy Lin is HOT in Taiwan.. There are many Singaporeans and Malaysians that read Chinese too. LUCKILLY they didn’t show ‘pork’ advertisement to Muslim audience.

22. When you don’t optimize.. Awesome! I wanna join, but... how???? People like the idea of contest, but why stop them from joining..

23. Hundreds of people did the wrong way by commenting to ‘submit entries’. Even the terms and condition on the site did not clearly state out the details. Marketing budget spent on contest advertising. Opportunities to gain greater exposure wasted. Hopefully customer relationship is not affected.

24. When you don’t even care.. I saw another identical ad(with broken link) gained more than 50 likes. Should you use Likes to measure your performance? 1,000,000 likes, so? The same link with the same problem was there for weeks, without any action taken.

25. Review: GROWTH HACKING

26. GROWTH HACKING in my eyes IT IS A PROCESS.. Process of.. Experimenting, analysing and iterating.. Put it simply.. Three steps: 1. Do something, Test something (Trackable) 2. Analyse test results (Measure) 3. Improve, optimize, do better.. (Iterate) Your Growth/Conversion Goal can be: traffic, subscriptions, e-commerce etc. what is not measured cannot be improved

27. Most people only track these.. How much traffic I get? How many convert? How much I earn? Users Activation Traffic Acquisition Revenue

28. What if we focus on these questions Why spend money or efforts to push traffic to your site when conversion rate is low? Can I get more people to convert to be users? Can I increase more revenue? Users Activation Traffic Acquisition Revenue Then only you spend money/time on the previous stage! Wait.. What if.. We track beyond these three metrics? 

29. A A R R R ! Acquisition Activation Retention Referral Revenue Product Marketing for Pirates: AARRR! (aka Startup Metrics for Internet Marketing & Product Management) by Dave Mcclure http://500hats.typepad.com/500blogs/2007/06/internet-market.html

30. This explains all..

31. Overview: AARRR Acquisition Get People visit your sites How they find you? Activation People sign up Do they have great first onboarding experience? Referral People be more active How to ensure they return? Retention People recommend more people How to get them refer more people to you? Monetize Revenue How you make money? Basic Requirement: Everything (that matters) must be measurable Another Name: Lean Marketing Funnel

32. Now.. Improve the ‘loops’ Can I grab more people to visit my site? Can I get more people to convert to be users? Can I improve user engagement? Can I increase more revenue conversion? Activation Acquisition Revenue Retention Opportunities to improve each stage through providing the right user experience!!

33. Let’s see some good examples.. Best Practices

34. Oh Wait.. There is no silver bullet Oh Wait.. There is no silver bullet No One No One- -Size Size- -Fit Fit- -It It- -All solutions All solutions EVERY BUSINESS IS DIFFERENT AND UNIQUE. EVERY BUSINESS IS DIFFERENT AND UNIQUE. The examples shown are to poke your thoughts on the potential tactics that you can apply on your own The examples shown are to poke your thoughts on the potential tactics that you can apply on your own

35. CQUISITION Hey you! Yeah you! Check this out!

36. YOUR CONTENTS • Contents do not resemble only blog contents, but your landing page, pictures, infographic, social media posting, email and more. • Conduct Content Analysis to determine which one performs better and align with your business goal. Content A Content B 1000 Clicked on it 10 Converted 1 Paid (USD 70) 20 Clicked on it 2 Converted 1 Paid (USD 90) WHICH ONE IS BETTER? VS You can also include money or time spent to generate content. Content Analysis (or A/B Testing) can be applied in many places. Eg. How many people received your email, clicked on the link in the email and how many convert on your site.

37. Follow the trend.. When everyone was discussing about this movie in the internet. We created a recruitment post with the caption ‘Test.Earn.Repeat’ , it had significantly high CTR compared to other Ads created. Is it good? Not really, we did not achieve our goal. We got high CTR but none converted as user (testers). Some other ads that received lower CTR but brought in conversions. Test. Earn. Repeat You need to know what is your main goal, so that you can measure and learn what works best for you! CTR* = Click Through Rate. People that saw it and clicked on it to check it out.

38. Quick Tips Not only you can track the performance of contents but also the effectiveness in terms of cost and target placement. If you’re using advertisement (sponsored posts). You are usually given options to choose your payment method. You can ‘try’ to see which one is most effective for you (higher conversion or lower cost). Then you may invest more in a specific option. Eg. I can choose to pay USD 3.51 per click or USD 2 per 1000 impression (fixed). For placement, you may gain insights like which market/demographic love your products (or content), then you can further make adjustment to target (localization).

39. Trend. Creativity. Appealing Ad! Remember Facebook’s ‘Year In Review’ feature? Ad that appeared during first day of 2015 Sometimes, you don’t have to copy, it’s okay to ‘steal’ creativity.

40. Find the difference Direct sales statement. Provide useful fact and incentive to click. I randomly selected two ads that appeared on my FB newsfeed.

41. SEARCH MARKETING: SEO or Adword Adword SERP (Search Engine Result Page) SEO

42. SEO or Adword • SEO: ‘FREE’, but it takes time.. • Adwords: Quick, but it takes money.. Effectiveness is subject to your business objective: Effectiveness is subject to your business objective: SEO is good for ‘fullfillment’ (people already know what they want, they searched for it. Adwords can be good for creating ‘demand’. (People searched for children toys, then you may sell them other children related stuff) Of course, you don’t even have choose between these two, since there are more options available out there.

43. SEO is all about Keywords SEO is all about Keywords? ? Your Argument is Invalid.. Google Says.. • “BUILD FOR YOUR USERS.. NOT SEO..” Google is getting smarter and smarter.. Old tricks like keyword stuffing not longer works (well)..

44. • Do not focus on building content for SEO Changing over time. Google is getting more ‘human’, so should you.. OH wait, Facebook is getting smarter too. Tricks that worked might not work soon.. (eg. ‘Like & Share’/ Comment or Share ) http://moz.com/search-ranking-factors

45. Of course, you can optimize it.. Even Google suggested that, so that they can recognize your content better! PROVIDE USEFUL CONTENT.. Although Google is getting smarter to eliminate ‘SEO tricks’. Few things remained constant.. • • Keyword (not stuffing) Editorial Vote (not number of links but providing Useful Content) Make sure your Content has good UX too. Make sure your content optimized with relevant keywords, but do not omit Bounce rate might not hurt your SEO, but it doesn’t improve SEO either! High Bounce Rate = People don’t find it useful/helpful.. Or the title is misleading! If you provide useful content that provides value to users, they spend more time (SEO+1), share it (SEO+1), thus increase chance of getting your site linked. Undoubtedly.. URL domain is strong and hard to fight, find your own niche.. Don’t think SEO, think CONTENT STRATEGY.. You’re not alone, there are many people working on SEO too..

46. Social Media Sharing (SEO) TIP: • When crafting your contents (allow them to share easily). Remember, people are likely to share ‘stuff’ (content) that make them feel great by sharing it “I know this cool and useful stuff first among my community!”

47. CTIVATION You’ve gotta try this out!

48. Quick Tips • You must ensure there is a smooth transition between Acquisition and Activation Search/Impression/Direct -> Landing Page

49. Different Landing Pages For different users Regular visitors First time visitors Redirect from Google Ad Direct Search

50. Different Landing Pages For different time/occasion Weekday Weekend Redirect from Google Ad Redirect from Google Ad