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Crash Course: Growth Hacking Your Customer Acquisition

This document provides an overview of a growth hacking workshop hosted by Growth Hacking Asia. The workshop covers topics such as SEO, conversion rate optimization, Facebook marketing, LINE marketing, referral marketing, and more. Attendees will participate in exercises to review websites and create Facebook events. The goal is to teach entrepreneurs processes, tools, and techniques to sustain growth. Over 3,000 entrepreneurs have attended workshops and bootcamps held in several Asian countries.

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Crash Course on Customer Acquisition Brought to you by:
Hello! My name is Gregory Figuereo Email: Gregory@growthhackingasia.com @gregoryfiguergoGregory Figuereo
Bow Jitnaitham @b.jitnaithamBow Jitnaitahm
Our Goal: Flip the success rate of Asian startups from 1/10 to 9/10
Consultancy Academy Community What we do?
We work with you to... ○ roll out an experiment and data-driven growth strategy ○ execute growth tactics and achieve targeted results ○ teach you processes, tools and techniques to sustain your growth engine Consultancy
Countries 7 Events & Workshops Entrepreneurs Trained Academy Monthly workshops Our twice-monthly courses equip entrepreneurs with a broad understanding and skills needed to thrive in the startup industry Bootcamps After refining our curriculum through our combined knowledge and learning experiments, our bootcamps are designed to be hotbeds of growth for startups & SMEs 93 3,000+
Community Monthly events in Singapore, Malaysia, Indonesia, Thailand, Vietnam & India
Gregory@growthhackingasia.com • Growth Hacking ConsultingBurning questions? Suggestions? Make website sound more interesting Tell them what they can find there www.growthhackingasia.com @gregoryfiguergo Gregory Figuereo
Growth Hacking Asia • Growth Hacking ConsultingFor regular tips, tricks and tools, follow us on: Instructions: 1. Share something you learned on Twitter & Facebook! 2. Tag us and use the hashtag #letshackasia! 20% discount Growth Hacking Asia @growthhackasia #letshackasia
Agenda • SEO • Conversion Rate Optimization • Facebook • Line Marketing • Referral Marketing • Workshops • Social Media
Workshops • Review your website for SEO and CRO improvements • Fill out Buyers Journey and Content Mapping Templates
SEO
Why Should You Invest in SEO?
Why Should You Invest in SEO? • SEO is Good for Business Visibility and Branding • SEO Brings Your Business Traffic • It is Cost-Effective • Your Competitors Are Doing It • It Still Works
A Simple Approach to Getting Started With SEO • Create a website • Install Google Analytics or MixPanel to track visitors • Conduct Keyword Research using Google Keyword Planner • Add content containing targeted keywords to site and blog • Place links to website on your social media accounts • Share your blog posts on your social media accounts frequently
Question: Why Do I Need a Website? Answer #2: Once you optimize your website, it becomes a 24/7 virtual salespeople that never sleeps, never gets sick and never says no! They are always ready to do their job, convert and close! Answer #1: Without a website, you can’t fully take advantage of the benefits associated with SEO.
More Reasons Why You Need a Website • They Provide Your Business Credibility • They Allow You To Communicate In Almost Any Language • They Save You Money • A Website Makes It Possible To Target A Wider Market • They Enable You To Collect Data You Can Use To Better Target And Convert Prospects • You Can’t Afford Not To
What Content Should My Website Have? Your Website Should Have Content That: • Informs about your product or service • Converts visitors thru marketing messages and CTA’s
What Content Should My Website Have? Typical pages that informs about your product or service include: • About us • Contact us • Product/service descriptions • Pricing page • Clients and testimonials • Blog
Q: What Type of Content Should My Website Have? A: Content that caters to ever stage of your Buyer’s Journey:
What Type of Content Should My Website Have?
What Type of Content Should My Website Have? Your website content should fit in with your industry, culture and brand personality. More examples of content and keywords: • Video: Explainer videos, product demos, announcements, promos • Guides: How-to’s, step-by-step guides, “guide to” • Tips: Strategies, tactics • Content from a thought leader • Comparisons: Pro’s and cons, verses • Questions: How, what, where, when, why, FAQ’s • Lists: “Top Ten Best”, “5 ways to…”, “3 Reasons Why…”
Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
What is CRO? CRO is the process of increasing your percentage of visitors into buyers.
What is CRO?
Q: Why Should I Care About CRO? A: Increasing your conversion rate by just 10% can increase sales by 800%.
How to Get Started With CRO #1: Set up Goals in Google Analytics or MixPanel
How to Get Started With CRO #2: Direct Traffic to Landing Pages and/or Pages on Optimized Website ✓ Simple Design ✓ Appealing image ✓ Clear message ✓ Clear, contrasting CTA ✓ Only ask for email address ✓ Incentive for sign up
How to Get Started With CRO #3: Use Optimizely or Unbounce to Conduct A/B Tests
How Else Can I Implement CRO Strategies? Discussion Topics: • Live Chat • Pop-up boxes • Lead Magnets • Social Proof • Opt-in forms and CTA’s • Site speed (pingdom.com) • Analytics (review your top exit pages)
CRO: What is Social Proof? Definition #1: Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. Definition #2: Social proof is the art of creating positive influence around your brand using our natural reliance on peers, experts and third parties for cues that guide our own behavior. In other words: “Oh! That looks good! I’ll have what he’s having!”
CRO: Why Use Social Proof? Social proof helps convert visitors by building trust and authority. • Over 70% of Americans say they look at product reviews before making a purchase. • Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.
CRO: Examples of Social Proof • Case studies • Testimonials • Reviews • Social media • Trust icons (3rd party endorsements, SSL certificate, client logos) • Data/numbers • User generated content (blog, social media, video reviews)
CRO: Social Proof Best Practices • Place social proof throughout website and landing page • Use pictures, names, titles and company in testimonials • Use industry experts and authorities for reviews/testimonials • Get people to place their reviews everywhere (Google, Facebook, Foursquare, Social Media) • Repurpose social proof in blog, PRs and marketing campaigns
CRO: Examples of Social Proof Testimonial
CRO: Examples of Social Proof Customers/trust icons
CRO: Examples of Social Proof Case Studies: Data-driven, in-depth analysis of the product or service you provided a current customer with.
CRO: Examples of Social Proof Data/numbers: Buffer and Hootsuite
Lead Magnet
Lead Magnet Lead magnet is a landing page or an offer dedicated to giving your website visitor some relevant values in exchange for their contact information. Digital Marketer used a Lead Magnet to generate 28,507 subscribers in 45 days
Lead Magnet Ideas Experts E-books and whitepapers Mini-courses Video Free course / webinar Software Free coupons Educational content Free online tools Software Free trial Freemium account Demo E-Commerce Free coupon Free shipping Free gift Membership Educational material
Free Online Course
Expert Advice
Mini Online Courses
Free Discount Coupon
Competition or Giveaway
Give a Free E-Book
Share Reports, Case Studies & Resources
Live Chat
Benefits of Live Chat • Customer Satisfaction: 77% of people who use live chat believe their questions have been answered quickly and efficiently • Higher Conversions: 61% of online shoppers and web visitors are more like to purchase based purely on Live Chat Communication • Strong Customer Relationships: Having a live chat option on your website increases Customer Trust and Loyalty • Higher ROI: Live Chat reduces overall call center costs by lowering average interaction costs • Customer Retention: 63% of web visitors are more likely to return to a website that offer live chat
So, What is Live Chat? A software that allows businesses to chat in real time with website visitors.
Benefits of Live Chat Convenient for Customers Competitive Advantage Cost Effective Increase Sales Engage with Customer “44% of online consumers say Live Chat is one of the most important features a Web site can offer.” “62 percent of Internet consumers said they would purchase more products online if live customer support were available.” Almost 2 in 10 live chat respondents did more than 75% of their holiday shopping online, compared with 14% of those who did not chat. “Many businesses see call deflection rates of 30-70%!” “77% of people shopping online would like to make contact with a real person before making a purchase.”
Pop-Up Boxes
What does Pop-Up Box do? • Great way to keep your visitors focus on action and minimizes distraction • Effective way to increase Conversion Rate • Easy way to conduct A/B tests • They work on autopilot, it's a set and forget process
Types of Pop-Up Boxes
Lightbox Pop Up
Floating bar
Side Bar Opt-in Form
Slide-In Pop-Up Slides in As You Scroll Down
Mobile Pop Up
Full Page Pop-Up
Exit Intent Pop Up
Click-Thru Pop-up
Free Demo
Free Demo
Referral Marketing “By implementing referral mechanisms within your marketing campaign you can double or even triple ROI by encouraging viral behaviour thru incentives or the promise of possible rewards.” -Gregory Figuereo
Why Referral Marketing? • 65% of new business comes from referrals • People are 4x more likely to buy after being referred • 83% of customers are willing to refer • 92% of consumers trust peer recommendations • The average value of a referred customer is at least 16% higher than that of a non-referred customer
Referral Marketing Benefits • Enables you to keep the conversation going • You add value and retention to customers • Increases retention rate of customers who refer
Referral Marketing Campaign Types Instant Reward Reward your customers immediately as they share your link via their social channels. Works best if you can offer valuable perks to the users at a low cost to yourself. E.g.: digital content (music, e-book downloads), access to extra features or increased usage limits, and small discounts.
Referral Marketing Campaign Types Instant Reward Example
Referral Marketing Campaign Types Goal-based Rewards Reward the customer for bringing in a set number of referrals. Gives you more control over ROI at the expense of putting a higher strain on participating customers. Suitable for referral programs with high-value bonuses.
Referral Marketing Campaign Types Referral Contest Reward the customer (or several customers) who brings the most referrals over a certain time period. Suitable for both large one-time promo actions with expensive prizes and smaller recurring sweepstakes.
Contests – Case Study
Contests – Case Study Duration: 30 Days Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends RESULTS
Contests – Takeaways ✓ Have a compelling and product related prize ✓ Integrate viral referral mechanics ✓ Post contest engagement drives sales
Referral Marketing Campaign Types Sweepstakes and Giveaways Reward the customer (or customers) randomly over a certain time period. Their chances of winning are proportional to the number of entries they earn (for social posts, conversions, etc.). Suitable for both large one-time promo actions with expensive prizes and smaller recurring sweepstakes.
Referral Campaign Examples
Referral Campaign Examples
Referral Campaign Examples
Referral Software Example
Referral Software Prices and Features Price = $25-$99/month or CPA based Free Trial: 14-30 days Features: • Integrates with webstores • Social Media Integration • Send coupons or cash rewards • Tracks/measures campaigns • Fraud protection • Mobile friendly • Triggered-emails • Quick and easy set-up • 2-way incentive features • Customer retention features
Recommended Tools • Gleam.io • Paywithatweet.com • Forewardsapp.com • Campaignedapp.com • InviteBox.com • ReferralCandy.com
Tips on Increasing Referrals
Give Big Rewards for Small Actions
Make It Easy to Share on Social Media
Let Them Write Their Own Invitation Message
Reward Both Ways
Facebook: How to optimize your page and acquire customers
WORKSHOP #1 EXERCISES : • Review Facebook Pages • Create a Facebook Event
Thailand Facebook #1/ Line #2
Thailand currently has 26 Million Facebook Users Updated April 2016
Most of Facebook Users are living in Bangkok Update April 2016
Best time to Post on Facebook is 2 PM Update April 2016
How to Optimize Your Facebook Page • Create a short, memorable username • Fill out your “About” section (location, contact info, etc) • Fill out your Facebook Page with searchable information • Add posts, photos and videos • Create a Call-to-Action button on your Facebook Page • Include a Call-to-Action in your Facebook Page Banner • Add a Shop, landing page and/or opt-in forms
Create Call to Action in your banner (Page Cover)
Edit Your Call to Action
Edit Call-To-Action Button
Facebook Customer Acquisition Strategies • Invite your Friends to like your page • Invite your Friends to Events on a regular basis • Include Facebook Like Boxes on your website and blog • Respond to messages quickly • Encourage people to post reviews • Create a Facebook Group related to your industry • Post on Facebook Groups