How to be a growth hacker

How to be a growth hacker
SHARE
THIS



Marketers should get a little nerd-ier. 

With the internet now pervading almost every business vertical, the titles on the old marketing organisation chart need to change. 

Startups, corporations and everyone in between are rolling out new business models every day and with web technology now often a primary driver of revenue, it appears that the best marketers are evolving to become the “growth hackers” of the future.

Coined by a Silicon Valley entrepreneur in 2010, “growth hacking” has emerged in response to the rapid rise of start-ups and businesses built entirely on the Internet that are seeking to connect with increasingly tech-savvy consumers. 

In an age where communication channels quickly rise and fall (take Pinterest and MySpace as examples) and the low costs of launching a start-up means for every new product there are four more vying for your customer’s attention, marketers need to better work with technologists to build their brand and stay ahead of the curve.  

So, how can marketers apply this “growth hacker” mentality to their brand? 

While marketing traditionally focuses on external channels to attract customers, growth hacking takes a more internal approach by combining marketing and technical abilities to create in-built user growth mechanisms within the product.  

For example, at Airtasker, we wanted to increase the number of positive reviews being left for our ‘runners’ who help people with their to-do lists around the home and office, so we tweaked the website to allow users to make reviews in just one click, which immediately led to a 100% increase in positive testimonials month on month. It wasn't that people didn't want to leave a review, we just had to make it easier for them.

To adopt a growth hacker approach, brands need to get back to the basics of creating a product that simply impresses consumers – and creating features within the product that enable customers to easily spread the word about it.

While word-of-mouth marketing isn’t a new concept, the accessibility of technology today has made it even easier for consumers to shout about the products they like – and ignore the products they don’t like.

Growth hacking also means having the discipline and patience to work on activities that might not necessarily result in a huge spike or uptake in your product today, so that you can build towards sustainable long-term growth. 

As improving website responsiveness is intangible, it’s not often high on a brand’s priority list, but with so many websites and apps available today, users have become highly impatient which means that every millisecond they spend waiting for a page to load could potentially result in lost conversion rates.

In the new age of web-based businesses, responding quickly to make changes to your product and user experience is key however marketers need to find a balance between responding with agility while planning for the long-term. 

It's easy to get caught up in looking for the next "spike" in traffic through quick email campaigns or landing pages, however marketers need to focus on real product improvement to drive long-term growth.  While marketers might not get as many little spikes, a 1 per cent increase in conversion or user happiness will pay dividends in the long run.

Finally, a growth hacker approach means ensuring every single user journey is a success before building scale.  Net Promoter Score (NPS), a global benchmark to help organisations measure, understand and improve customer experiences, should be a key metric for any early stage business.  

There's no point in paying big money to put up a billboard or spend huge amounts on display ads to drive traffic to your website, and then have a big chunk of your visitors either not convert or walk away unhappy.  Marketers need to focus on making those few customers that walk through the door really happy and then once you've got a formula for success, drive the marketing with better ROI.

Now, while a growth hacker approach places a high priority on product development, I’m not suggesting that brands stop marketing altogether (especially in our case at Airtasker, as building critical mass in the community is actually part of the product). 

However, focusing on satisfying what might be a small, but dedicated customer base is often going to a better investment for your brand in the long run.

Tim Fung is CEO of mobile market place Airtasker and a founding member of mobile start-up, Amaysim. 

Please login with linkedin to comment

Latest News

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

The Media Federation of Australia (MFA) announced the winners of its 19th annual awards at the Royal Hall of Industries in Sydney last night. Hosted by actor and comedian Stephen Curry, The MFA Awards recognise the finest thinking and solutions in media communication practice that have contributed to a successful, results-driven advertising campaign. MFA Awards […]

Infographic: Gender Stereotyping In Digital Advertising Revealed
  • Advertising
  • Campaigns
  • Marketing

Infographic: Gender Stereotyping In Digital Advertising Revealed

UK digital marketing firm Choozle has released the results of its Gender Stereotyping In Advertising survey and, in good news for you, it comes in handy infographic form (see below). The top findings of the study included: • 36 percent of respondents said they like a brand more when it runs advertisements that break gender stereotypes, […]

by B&T Magazine

B&T Magazine
Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Western Australia Gets Its First Influencer Marketing Agency
  • Marketing

Western Australia Gets Its First Influencer Marketing Agency

Western Australia’s first dedicated social influencer marketing agency will launch next week to service the state’s new and rapidly growing digital industry. The Influencer Agency – TIA – brings strategy, accountability and measurement to influencer marketing for WA brands using WA influencers. TIA will also assist influencers wanting to grow their brand by developing new […]

One-on-one With Marie Claire Editor Nicky Briger
  • Media

One-on-one With Marie Claire Editor Nicky Briger

Following the launch of the revamped marieclaire.com.au, editor Nicky Briger spoke to Magazine Networks about all it can offer readers. In September, Pacific Magazines unveiled an all-new digital experience for Marie Claire. Led by design thinking, the new look marieclaire.com.au was crafted to provide a better reader experience across all devices. It’s a testament to […]

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.