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Introduction
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Why did we write this guide?There is a revolution taking place in the world of startup growth, and we wanted to help people understand this new phenomenon. Those who understand growth hacking will have a competitive advantage that is hard to overstate, and we wanted to provide a robust framework for thinking about it.
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Who is this guide for?This guide is for entrepreneurs, founders, growth leads, or anyone else who is trying to grow a startup. If acquiring new customers (and retaining existing ones) is important to your business then you should read this guide. If customers matter to you, then growth hacking should matter to you.
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How to use this guide?Each chapter is a standalone mini-guide that can be read in isolation, but to get the most of the book it would make sense to read it all the way through at least once, and then return to it as a reference resource when needed.
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What is Growth Hacking?
Growth hacking is so misunderstood that there is a desperate
need for this chapter. Few concepts have been as polarizing and
revolutionary, simultaneously. Is it marketing in disguise? Is it a buzz
phrase used to increase salaries? Is it the future of internet
products? This chapter will clearly define what growth hacking really
is.
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The Profile of a Growth Hacker
As this new world of growth hacking comes to prominence, and
jobs begin to open up, individuals who are enticed by the possibility
will wonder if they have what it takes to be a growth hacker. As with
any career, certain kinds of individuals will flourish more than others,
and this chapter debunks myths about who can and can’t be growth
hackers.
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The Growth Hacking Process
Before we dive into the specific tactics that are at a growth
hacker’s disposal, it will be helpful to first talk about the process of
a growth hacker. There are definite steps that are going through a
skilled growth hacker’s mind, either consciously or subconsciously, when
they attempt to grow their company. This chapter will outline the six
fundamental steps in the growth hacking process.
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The Growth Hacker Funnel
A funnel is a way to guide something which is usually unwieldy
and uncooperative, like people. If you are trying to grow a product then
your task is to guide people towards a particular goal (signup, checkout, etc.).
The problem is that people are unpredictable and full of free-will. If
you are going to get people to do what you wish, en masse, then you must
employ a funnel. This chapter will help you understand the funnel that
growth hackers use.
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Pull Tactics for Getting Visitors
The first way to get visitors to your site is to pull them in.
This is where you give them a reason to come to you. You entice them,
incentivize them, and draw them to you. This chapter will outline some
of the various ways that growth hackers pull people into their world.
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Push Tactics for Getting Visitors
A push tactic usually involves interrupting the content that is
being consumed. You aren’t the tweet they want to read, but instead,
you’re the tweet ad that they read on their stream. You aren’t the
YouTube video they want to watch, but you are the pre-roll ad that they
watch to get to the content they were after in the first place. Push
methods may not seem as pure as pull methods, but they are valid tactics
for a growth hacker, and this chapter will show you how to use them.
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Product Tactics for Getting Visitors
The ability to use the product itself to get new visitors is one
of the most exciting aspects of growth hacking. Pulling visitors into
the top of your funnel is good, and so is pushing them in, but there is
something magical about using the product itself to drive traffic. When
done well, it can have a compounding effect which cannot be replicated
with push and pull methods alone. This chapter will introduce you to the
various ways that a product can create it’s own traffic.
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How to Activate Members
By now, you’ve found a way to get visitors to come to your
product, but if this is all you do then they will bounce at an
incredibly high rate. Your goal is to activate them. Activation is the
act of getting them to take an action in your product that you are
guiding them toward. Activation is when they do something that you’ve
decided beforehand would further your goals. This chapter will show you
how the best startups are activating their traffic.
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How to Retain Users
Two chasms have already been crossed. You have successfully
gotten visitors to your product using push, pull, or product methods.
You have also successfully activated them by getting them to take
certain actions within your product. It might seem like you are out of
the woods, but there is one more necessary component to growth,
retention. Retention is the act of getting your members to use your
product in such a way that it becomes habitual. Many growth hackers
actually consider retention the most important aspect of the funnel, and
this chapter will help you master it.
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Tools and Terminology
Most growth hackers have a set of tools that they use to collect
and analyze the data being produced by their products. This chapter
will give you an overview of some of the most popular tools while also
introducing you to some of the common jargon that is used to describe
and understand the metrics.
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