What is Growth Hacking? Hint: Content is queen!
Everyone is talking about growth hacking ... but what is it?
Well here are some facts!
- It was created by start ups and entrepreneurs as a way to do "marketing" but I really consider it an intersection of product, marketing, and data.
- It is typically low cost alternative to costly ways to get attention
- It is part of an online marketing ecosystem!!!
- Growth Hacking runs on the engine of "content"
- Skills needed are techniques such as search engine optimization, website analytics, content marketing and A/B testing which are already mainstream.
Some examples include:
An early example of "growth hacking" was Hotmail's inclusion of "PS I Love You" with a link for others to get the free online mail service. Another example was the offer of more storage by Dropbox to users who referred their friends (these were featured as well in Wikipedia)
One way to learn Growth Hacking, is to do Growth Hacking!
Maybe start simply with a blog! Why a blog? Well, a lot of growth hacking is about content marketing --- But don’t let the word “blog” throw you off. "The better you become at creating content, promoting content and sustaining an output of content, the better you’ll be at growth hacking. Start simply on this one! " Entrepreneur Magazine
To be continued!!!
Continuous Customer Engagement!
I was reading last night about engagement. In my book "Get Bold" we defined engagement as the emotional connection with your client or employee, usually created by exceptional experiences that are integrated, interactive, and identifying.
A Social Business connects people to expertise. It connects individuals whether customers, partners, or employees as networks of people to generate new sources of innovation, foster creativity, and establish greater reach and exposure to new business opportunities. It establishes a foundational level of trust across these business networks and thus a willingness to openly share information, developing a deeper sense of loyalty among customers and employees. It empowers these networks with the collaborative, gaming, and analytical tools needed to engage each other and creatively solve business challenges.
Enagement is a great goal but Continuous Customer Engagement is the next turn of the crank. It is about systematically interpreting and evolving a comprehensive understanding of an individual in order to engage that individual in a productive manner in any brand interaction.
The word “productive” is used very intentionally. As marketers extend their focus into customer experience and engagement, that idea of service is critical.
An offer may indeed be the right action in some cases. However, in other situations, the customer may be seeking information or struggling to accomplish a task. Marketing organizations in the leading companies that we’ve evaluated are differentiating themselves with their ability to interpret the customer’s need and determine the best possible action to take at any point in time and at any stage in the customer lifecycle.
Continuous Customer Engagement Rules:
Those companies that practice continuous customer engagement have a set of rules.
- First, they break the typical silos and barriers to that get in the way of being customer focused and treating customers more holistically. The expand the traditional aperture of marketing and think about how they will serve best serve the customer.
- Second, they are beyond using “omni-channel” as a hype term. They are focused on building and creating a system of engagement that integrates and enables the the channels with rich, contextual customer insight and decisioning capabilities that enable them to listen and interact with customers much more effectively and dynamically.
- Third, they foster a customer-centric and authentic culture that focuses on establishing a win:win with the customer. These marketers focus on helping the rest of the company understand and empathize with the customer. They also work to ensure that the company has a clearly establish set of core values and then lives by those values in every way that it operates.
Does your company practice continuous customer engagement.