master growth hacking: the best kept secret of new-age Indian start-ups
Agrowth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable and scalable. Their tools are emails, pay-per-click ads, blogs and platform APIs instead of commercials, publicity and money.’ — Ryan Holiday
SEM, SEO, email marketing and social media channels help in bringing traffic to digital properties, but what can be done differently to acquire users exponentially, with minimal spend on these channels? The answer lies in hidden growth hacking techniques to grow the user base, and this involves analysing, experimenting with, optimizing and measuring various marketing techniques. Some of the important things to focus on are:
■ Growth hacking using SEM
■ Growth hacking using SEO
■ Growth hacking using email marketing
■ Growth hacking using social media
■ Growth hacking using content marketing
Getting an active user base and keeping the users engaged is a key challenge marketers encounter every day. Tony and Ray have managed to build an engaged community of active participants. We know what they did, but let’s focus on how they did it. On closer examination, it is revealed that their approach was not extraordinary. However, the way they brought different tactics together and executed them, keeping a close eye on responses and deploying pertinent course correction wherever required, made a huge difference. SEM, SEO, email marketing and leveraging social media for greater connect and sustained dialogue are well-known techniques. However, getting these techniques to deliver the desired results is an art that few have mastered. Let’s see how art and science blend in definite hacks to attract, onboard, engage and retain an active user base.
growth hacking using SEM
Search Engine Marketing (SEM) is extensively used in creating visibility and attracting visitors to a website. Investments in SEM techniques have shown a distinct rise year on year as more and more companies, even mom-and-pop ventures, use SEM. In 2018, SEM continued to capture the largest share of online spend by companies, and the average firm was expected to allocate 41 per cent of their marketing budget towards online marketing.
Sample this: in the United States, more than US$18 billion was spent
Apurva Chamaria and Gaurav Kakkar Penguin Random House India 2018, 307 pgs, Hardcover