The new buzzword around marketing is Growth Hacking. Airbnb did it, YouTube does it and PayPal has grown out of it. But what is it really? And how can you use Growth Hacking to grow your business specifically in the HubSpot COS.
First, let’s understand the basics behind Growth Hacking. Put simply, it uses technology and marketing together to create growth. Growth Hackers hold data above all, using data to lead them to their next marketing tactic. A Growth Hacker understands this tactic does not need to use one of the traditional tactics like a TV ad or a radio commercial, but instead it should be something new and different. This marketing tactic is something that will drive visits to your site, create leads, and drive sales. Many of these new tactics are free and can have an incredible return.
The best-known example is Airbnb. Airbnb decided to allow their users the ability to post their ad on Craigslist right from their “List Your Space” page. This seemingly simple addition allowed for a much larger viewership of Airbnb ads and drove the growth of their site. Not every Growth Hacking tactic is meant to hit a grand slam like Airbnb, many are designed to turn a single into a double and drive leads to your sales team.
Now you know what Growth Hacking is. Are you wondering how you can apply Growth Hacking tactics to your website? Specifically how can the HubSpot COS help you do this?
HubSpot was created in order to change the way marketing is done. It was designed to use the inbound methodology to nurture leads and turn these leads into customers. The inbound methodology and Growth Hacking are very similar. Growth Hacking puts a greater emphasis on using data and technology. Below is how the HubSpot COS can support Growth Hacking.
1. Analytical Thinking
The most important part of Growth Hacking is an understanding of data, trends, where you have been and where you want to go. Growth Hackers are more analytical than anything else. They look at every step behind them before they take a step forward. And they only take that step forward if they have a way to know what effect that step is having.
HubSpot gives anyone the ability to do analysis using the following:
- Workflows: In HubSpot you can follow the path a lead has taken on your website. You know what their “first touch” was and their path to conversion. You can see when leads went cold and what pushed someone to close into a customer. With this information you are able to determine what your ideal customers value and what they do not. Therefore, this form is the basis behind any marketing campaign.
- A/B Testing: With HubSpot you are able to do a side-by-side test of what has worked and what has not. Do your leads open their emails at a better rate at 8 in the morning or noon? Do your leads click calls-to-actions from the homepage or from a subpage? Are your links in your navigation bar attractive? Do they convey what the subpage is?
- Quick Glance Dashboard: To be a Growth Hacker you need to always be on top of your metrics. Your dashboard gives you a quick understanding of how you are doing either versus yourself or versus your competitors. The HubSpot dashboard gives you all the information you need in a glance, allowing you stay on top of your most important metrics.
- Customizable Reports and Lists: HubSpot allows you to set up metrics of your own and have them auto update with the most recent information from your marketing effort. This not only allows you to customize the information that is most important about your campaign but the up-to-date information allows for quick decisions and changes.
2. Blogging and Premium Content
You may know all about your personas but what good is it if you don’t offer them something they want. By creating blog entries and premium content offers (PCOs) based on the information you gathered from your analytics you can keep these leads coming back to your site.
HubSpot helps you do this by:
- Defining key words: What is the use of creating a blog post if it is going to be listed on page 346 of Google? HubSpot helps you understand what keywords will help you move your blog post to the top of the Google results page. This is done by using the keywords tool under the reports tab.
- Track keywords: HubSpot tracks each keyword that you use allowing you to see if this keyword drives leads, drives sales, or is not helpful to your company. This allows you to shape your next blog post with knowledge of how to specifically help your company.
3. Integrated social media
One of the best tools a Growth Hacker has is social media. If you can have a post or an offer go viral you have done your job.
- Track what posts and PCOs get shared: This way you can determine what topics and information is most likely to get shared through social media. If you know what your audience likes to share you can focus yourself towards those topics
Put simply, HubSpot gives you the tools to Growth Hack your way to more leads and more customers.