Join Brad Batesole for an in-depth discussion in this video Taking a less-direct approach, part of Marketing Foundations: Growth Hacking.
- Much of your growth hacking is likely centered around a direct approach, building attention on your product and activating customers. But for some businesses, the direct approach might not produce the ideal outcome. This might be because the market isn't primed. They're not aware that there's a need for your offering. It might also be because you don't have the credibility or the authenticity to win the trust of the group you're targeting. If that's the case, you might need to turn your attention to building in to some nondirect approaches. These are efforts that work to drive awareness to the problem you're solving, or generate validation from third parties on you or your brand.
The best products solve an actual problem, but that doesn't mean consumers know the problem exists. You might need to build awareness around that problem. But keep in mind that consumers are often skeptical when education efforts stem from a company that sells a solution, so you may need to take an approach that removes your name from the story. Your first growth hack strategy might be to build up the market. It's an out-of-the-box approach, but it might be necessary. As consumers become aware of the problem, they'll seek out solutions, and your goal then becomes to be the first option they find.
Let's say, for example, you sell eco-friendly printer ink. Then let's say hypothetically that traditional methods for creating printer ink are extremely damaging to the environment. You know your target market is motivated by helping the environment, but they aren't aware of the problem. You might instead build campaigns and drive awareness to how this industry is damaging the environment. Educating the market and then being the product with the solution is a viable strategy. It may also open up the entry point for competition, so you'll need to remember that being first to market isn't the key; it's sticking to having the product/market fit.
As you gather adopters and work to build them into activators, they'll propel the story for you and increase the authenticity of your brand.
The course concludes with growth-hacking case studies, highlighting the growth-hacking techniques that helped propel such companies as Airbnb, Uber, and Tinder to explosive growth.
- What is growth hacking?
- Understanding the funnel
- Setting up tracking and analytics
- Leveraging customers and existing users
- Testing ideas
- Generating an audience
- Creating an incentive strategy
- Real-world examples of successful growth hacking