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Growth hacking

How trust is going to impact your marketing strategy and how you can start building yours

By | Growth hacking, growth trends, Side Project Marketing | No Comments

Suddenly, your friend tells you to turn right.

A quick glance at your phone is showing you have to go left.

What would you do?

Would you trust your friend over a computer?

Or will it depend on how much reviews he has in ‘roadmapping’?

Key things you will learn from reading this:

  1. Why the Trust economy is going to change the way we do Marketing.
  2. How the Trust Economy will impact your Marketing efforts.
  3. What you can do today to prepare your company and start building trust faster then your competitors.

The rise of the trust economy.

We have all been there.

A person stops you in the street, trying to sell you a membership to help kids or animals in need.

Sometimes you are even having one of those days where you can’t help yourself but listen to their story, but at the end, most of us don’t buy anything.

The reason is simple, they might have had our attention, but they haven’t earned our trust to sell us anything.

The exact same phenomenon is happening in today’s online world, an area where people have shorter attention spans than a gold fish.

You might be able to trick your customers into clicking on your add, getting their undivided attention, but have you earned their trust yet?

With more companies and people fighting for our attention, we turn to the things we already know.

The things we trust and believe in.

Getting attention doesn’t lead to anything sustainable.

Only trust does.

The codification of reputation

Trust was once an expensive pursuit. Hotels were built from luxurious materials to provide the most powerful declarations of solidity and trustworthiness — and to project a sense of enduring history. It was their way of showing (potential) customers that they can be trusted.

That has all changed now.

Nowadays we decide our hotels based on global trust such as reviews and average scores.

We are even prepared to place our lives in the hands of people we know barely anything about. All we need to know (and care about) are the number of reviews and their star rating. We’ve taken our most visceral fear of the unknown and cast it aside with just a numerical value.

As Jeffry A. Simpson writes:

“Trust involves the juxtaposition of people’s loftiest hopes and aspirations with their deepest worries and fears.”

This description makes it clear why so many people have trouble trusting: for them, the benefits of closeness and intimacy are overshadowed by the possibility of pain and betrayal.

Giving people or experiences a numerical value is a way to reduce this possible fear.

The rise of Collaborative Consumption

Reputation is now carried by a new system, which takes rather elusive notions of credibility, influence and status and turns them into measurable scores.

What is actually happening here is that people are realizing the power of technology to unlock the idling capacity and value of all kinds of assets, in ways and on a scale never possible before.

It is an economy and culture called collaborative consumption.

But the real magic and secret sauce behind collaborative consumption is not the inventory or the money. It is using the power of tech to build trust between strangers and even companies.

The irony is that these ideas are actually taking us back to old market principles and collaborative behaviors that are hard-wired in all of us.

We are hard-wired to buy from people we like, know and trust.

They’re just being reinvented in ways that are relevant for the Facebook age.

But, the question remains, would you trust a computer over a human decision.

In order to answer this question, we need to have a look at human behavior.

Death as an opt-in by Sander De Roeck.

Imagine that in the not-too-distant future, you own a self-driving car.

One day, while you are driving along, an unfortunate set of events causes the car to head towards a crowd of 8 people crossing the road.

It cannot stop in time, but it can avoid killing 8 people by steering into a wall. However, this collision would kill you, the driver and occupant.

What should the car do?

This was one of the questions Bonnefon and co needed to answer in order to find a way through this ethical dilemma by gauging public opinion.

The results are interesting, if not, very predictable.

In general, people are comfortable with the idea that self-driving vehicles should be programmed to minimize the death toll, which means the last option in this example, they’ll die.

This utilitarian approach is certainly laudable but the participants were willing to go only so far.

Participants were not as confident that autonomous vehicles would be programmed that way in reality — and for a good reason: they actually wished others to cruise in autonomous vehicles, rather than they wanted to buy vehicles themselves.

And therein lies the paradox.

People are in favor of cars that sacrifice the occupant to save other lives — as long they don’t have to drive one themselves.

In other words, people feel the right thing to do is to save all those people, as long as they are not in that car.

But, these are the same people that are going to decide whether you are going to run against a wall or not.

Or is death going to be an opt-in when buying your car in the future?

As the grandma (true story) of Bart de P. said:

“You always have to fear technology because you don’t know which technology is going to invent that technology.”

Social proof & tricking the system

As humans we view a behavior as more correct in a given situation to the degree that we see others performing it.

The more people doing it, the more this rule works into making us believe that the behavior is correct.

In other words, we use behavior of people (to whom we feel similar), to determine proper behavior for ourselves.

Just like canned laughter in your favorite tv shows causes viewers to laugh longer and more often.

Social proof is what makes reviews and ratings so powerful. It helps our brain to take shortcuts into making decisions.

Yet, the system still has some flaws when fake reviews and star ratings come into play.

Of course, as a data driven person, I have put the power of social proof to an experiment.

We started out with creating a profile on Clarity.fm, a platform that enables people to receive and give advice in exchange for cash per minute.

We decided to use this platform for our test, since we’ve noticed that it looked pretty easy to rank ourselves above other experts on our core business, Growth Hacking.

The experiment: To start the experiment and not waste time time of our own, we spend 5,31€ on Fiverr* to have a person create accounts and leave real reviews on our profile (this is the part where we are probably going to get banned).

* Fiverr is the world’s largest freelance services marketplace for lean entrepreneurs.

The result: In less then one day we ranked top 1 as an expert in Growth Hacking. About 2 months after setting up the experiment, we received our first customer on the 22nd of December 2017, who was more than happy with the advice that was given.

 
As shown in the autonomous car example, we tend to be egocentric in decisions that have an impact on our own lives. But the system that is build to create trust, is not bulletproof enough to create and build that real trust.

The question is not: Who is going to control the human race? But who is it going to trust in the digital age and how can we earn it?

The trust economy: things to consider while re-thinking the way you do Marketing.

Decentralized trust

“Decentralized technology, such as Blockchain, is not an attack on the banks or even on the government, it’s an attack on the trust economy.” Bart Vandepaer

This is the one of the simple explanations why companies that offer review software such as Yotpo (raised 53$) and Trustpilot (raised 123$) have reached a point where their evaluation has skyrocketed.

Clearly, there is something here.

It’s not about what you think or say about your brand anymore. It’s about how many people have reviewed your product or service. The more, the better.

What is great about these platforms is that they enable people to see reviews from real people who have actually bought the product. Which makes it a lot harder to trick the system and helps building the trust we want in order to help our brain decide faster.

 

To get back to our example of the self-driving car: What happens if the creator is in the driver’s seat? What if he/she gets to decide which reviews are shown to the general public, with just one click on a button.

 

How honest and trustworthy are reviews in a centralized system where we are still in charge of what people get to see about us by just unpublishing your bad review.

This is exactly what is happening in China with their Citizen rating. What if there was a national trust score that rated the kind of citizen you were?

Take George Orwell’s 1984. Now sprinkle in that episode of “Black Mirror” (Nosedive) where characters live in a world in which every aspect of their lives is dominated by ratings.

In conclusion, the only way to build real trust between brands and people is to have a decentralized identity controlling what we see and how we see it, without mediation of the creator deciding which and how many reviews will be shown.

Review syndication & the battle of reviews

As much as we all think that Amazon is the leading player in ecommerce, it’s not the only player around selling products or services online.

With 8.4% of all U.S. retail shopping now done on the web, reviews will only become more important, raising the urgency for companies to offer insightful and crowd-sourced insight.

Even better is that the more reviews a product has, the more likely they are to sell, even if the are reviews are negative.

“There are companies today that are gathering their online reviews and spreading them across multiple platforms where their brand is being sold. And it’s power is only increasing“ Miel van Opstal

The importance of reviews are going to rise because they help us decide faster on things we don’t want to be thinking about at all. Or support a decision we have already made.

How to start building trust with your customers

How would you feel if somebody you didn’t know, walked up to you in the middle of the street trying to sell you an expensive pen?

Chances are, you might not even lift a finger, let alone, your wallet.

The reason behind this is simple.

People purchase from you based on your KNOW, LIKE, and TRUST factor.

A stranger nevertheless, has none of these factors.

So how can we make people know, like and trust us?

You provide them with value first.

It’s that simple.

Yet, this is the part where most companies get it wrong.

You need marketing that isn’t perceived as marketing.

Understand this story before building trust.

We all know what favors are, but what most of us don’t know is this unwritten rule.

It’s a social rule that implies that people give back (reciprocate) the kind of treatment they have received from another.

Psychologists call this Reciprocity.

This is one of the fundamental psychological principles which directs human behavior.

In other words, if you help people first, they will be more likely to help you out.

Now think about the last time a good friend, who helped you out, asked you for a favor.

Did you say yes?

A great example of reciprocity happened in 1985.

The early morning of 19 September 1985, Mexico City was being struck by an earthquake with a moment magnitude of 8.0.

 

At least 5000 people died that day.

Luckily, my mother was not home and ended up looking at a destroyed house sparing her life.

But what happened next, was something nobody would have predicted.

The day after the earthquake, a relief donation of 5.000$ was sent by a country that was low on food supply and where an internal war was still ongoing.

Ethiopia.

The question remains, why would a country that was suffering this much send a relief donation?

To answer this question, we need to rewind our clock back to 1935.

In 1935, Mexico had sent aid to Ethiopia when it was being invaded by Italy during the Second Italo-Ethiopian War.

So the reason why Ethiopia helped out, was because of the help they received 50 years ago.

This is exactly the reason why giving something of true value will get you to sell something related/similar later on.

Reciprocity makes it possible to build continuing relationships and trust with your customers.

Solve people’s small problems, and they will come to you with their big problems.

As you were able to read trust is the key of succeeding or failing. The next question is: how can you build that trust?

How to build trust and value faster then your competitor.

While most marketers — nearly 53 percent — say blog content creation is their top inbound marketing priority to provide value and build trust to its prospects and customers, the tactic is becoming less effective between the 2,527,635 blogs written every day (and those are stats from 2010, imagine what number it would be today).

While the compounding results, meaning organic search increases their traffic over time, are still very effective. They tend to be long-term strategies, especially if you want to do it right.

What if you need quick traction right now, what if you want to build report and trust quicker then your competitor. What do you do?

You build a Side Project.

You create something of true value in order to solve a very small problem of your target audience in order to gain their trust and sell them your service or product later-on.

A great and well-known example is done by Hubspot. Their main objective and core service is selling you marketing automation software for inbound marketers. But before buying expensive software, they first need to know if their website is running at full speed; therefore, HubSpot created a free tool, called Website Grader. In exchange of getting you a free overview of what to improve on your website, they go home with loads of valuable data about their target audience.

In other words, Side Projects should help solve a small problem of your target audience for free to help grow your core business.

There are 2 questions to keep in mind before making your Side Project:

  1. What is your core product or business?
  2. What is a small problem my target audience is having and how can I solve it in the best possible way.

4 type of Side-Projects you can make in order to build trust with your users.

1. Directories

Yes, you can buy happiness — especially if the money saves you time.

People who dole out cash to save time on things like housekeeping, delivery services and taxis are a little bit happier than those who don’t.

Well, that’s exactly what these directories are, a nice-looking curated website to help people save time. A great example of this is one of the most upvoted product on Product Hunt, called Startup Stash, a curated directory of 400 tools and resources for startup founders.

 

As people like to say: ‘you don’t have to reinvent the wheel, if it’s already invented’. One directory, called Marketing Stack, looks quite similar to the product above, with just a small twist. Sometimes, that’s all it takes to get started with your Side Project.

 

2. Quizzes

Everybody loves quizzes, except cats, they don’t really do quizzes.

That wasn’t actually a real quote, but you might get the point.

And there is proof to support this statement (except the cats part).

A great example is this little but highly successful quiz called “You’ve Been Framed”, which helps the (potential) customers of the the eye glass company pick the right framework for them. The result? The quiz generated $1 million for the company. Not bad for ‘just’ a quiz.

 

3. Generators

“Solve people’s small problems, and they will come to you with their big problems.”

That’s exactly what te people at Board of Innovation understood very well when they designed the Ideagenerator.io.

By helping people generate ideas on their own, they are solving a small problem of a much larger puzzle, which is digital innovation.

And here is exactly when the reciprocity effect kicks in.

By helping somebody out in an early stage, they are much more likely to work with you in the future. Returning you the favor.

Because now, you gave them a small reason to trust you over your competitor.

4. Graders

A grader is much harder to make, but it can deliver wildly amazing results.

Just like in school, it’s a report, personalized to your needs on what to do next and where there is room for improvement. A great example is the Company Culture Test developed by Intuo that allows users to test how strong their company culture is. A tool to create awareness around the importance of company culture.

 

5 Pro-tips in order to build your Side Project

1. Why Side Projects should be free.

“Free” is this magical price that everybody seems to love and it’s changing the way we do business right now.

In the 19th Century, a man by the name King Gillette invented the world’s first disposable-blade razor.

His strategy was simple.

He sold the razors, only the handle part, cheaply to places like banks who would give them away to new customers as part of their promotions, totally free.

As most men know, the handle isn’t the expensive part, the blades are, and they sell them with a hefty profit, later in the sales cycle.

Yet, customers were more than happy to accept this free gift.

To truly understand why “free” is such a powerful marketing method, we need to understand the psychology behind it.

Behavioural economist, Dan Ariely, tells us that most transactions have an upside and a downside.

But when things are free, we forget the downside.

Why? Because as humans, we are intrinsically afraid of loss.

With “free”, there’s no visible possibility of loss.

So we speed right by all those questions we would otherwise have about the value of an item and land directly on “yes please”.

Side Project Marketing is about giving value to your customers that would otherwise cost them money.

2. Focus on solving one (small) problem only and solve it fast.

If you have ever seen an episode of Kitchen Nightmares by Gordon Ramsey, you’ll understand that every single episode has the same problem.

Too many dishes on the menu turns out to be the bottleneck of every restaurant.

Of course, we can all understand the logic behind having more dishes on the menu.

It attracts more potential customers.

Nevertheless, we all know that feeling when we are looking at a menu with at least 100 possible dishes to choose from.

Not only is it hard to choose, but you might also question the quality of each dish.

Why is this happening?

When you ask most people what’s standing in their way to becoming a success, it’s usually some sort of variation of “I need more time, money and people”.

The thing is, when you ask these people what they would do with that extra time, money and people, they’ll probably show you a plan that does more of what they are already doing.

And that’s exactly a recipe for failure.

Focus on solving one small problem your customers are having right now and place a deadline for yourself.

If you can’t build it in less then 2 weeks, it’s not a side Project, it’s a second business.

3. Experiment, Experiment, Experiment

Most people think that Edison invented the first light bulb.

They’re wrong.

In fact, Edison was tremendously late at the party.

It was not until 23 others had invented early versions called, arc lamps, that the 36 — year-old inventor started his journey to build a light bulb.

The question remains, how did he manage to still win in a field that was crowded with players?

In one word: experimentation.

For Edison, building the first commercial light bulb was synonymous with building an invention factory.

For the simple reason that the more experiments they ran, the more knowledge they had about what worked and what didn’t work for them, giving them the competitive advantage they needed to succeed.

Just like the creation of luck, the more you experiment, the more chances you’ll have to break free from your competitions.

You first Side Project won’t be a bullseye, don’t give up (trust us, we know).

4. Don’t reinvent the wheel and let the data speak

Unless you have really reinvented the wheel like these guys on Shark Tank, don’t (if you haven’t seen the episode, it’s a must right here).

As said before, a Side Project should be build in less then 2 weeks of time, if not, it’s just another business.

The thing is, when you are deciding what to build for your customers, what they say they want and what they actually want, can most of the times be the complete opposite.

As said in one of  my last guides;

“Sustainable growth comes from understanding best customers and figuring out how to find and acquire more of them.”

By having a look at your current data you are able to discover huge amount of opportunities to leverage your growth.

In other words, a Side Project doesn’t need to be something brand new.

In fact, the best way how to build & test yours is to repurpose the content which is already working and doubling down on it.

Let the data speak, since there are no ‘great’ ideas until proven with hard data.

5. Distribution is key

Imagine you are sitting in your favorite bar with your buddies.

Your best friend just started talking about his great journey throughout Belgium (if he is lucky with the weather).

He starts of with talking about all these great beers he was able to taste with a guided tour in Brugge.

But there was one in particular that struck his attention and tasting budds:

“Brugse Zot” (don’t even try to pronounce that).

While explaining about his experience about this beer, you naturally feel like having one.

But you can’t.

Because they don’t serve this beer at your favorite bar.

And that’s exactly why these big corporate ventures such as AB Inbev were able to grow this big, they understood the power of distribution.

Just like your friends favorite beer, your Side Project is not finished when it’s ‘finished’.

Your efforts should equally be focused on distributing your Side Project as much as creating it.

How to get unlimited free trails at any company

By | Growth hacking | No Comments

What if there was a trick to get unlimited amount of free trails with your favorite software?

This is exactly what I asked myself a month ago while cursing on an expensive piece of software with a free trail.

So I did what I like to do best, find solutions to a problem.

Here is exactly how I pull this off in less than 3 seconds and no technical skills.

Now, most people know that I have a very cheap mindset.

Why overpay if something can be tested with limited amount of resources.

It’s a mindset I had to craft over the past years with high ambition and limited budgets.

In one of my growth guides I explain how I scrape attendees from websites to segment them and see who would be interesting to meet in order to get the most of my events.

Now the problem I encountered is that the software I am using, only provides a 7 day trail.

After that, the cost goes up to a minimum of 1999$.

Which I prefer to spend on a holiday.

Here is how to bypass it with what we call an alias.

Use your normal email and add a +1.

For example mine would be: ricardo.ghekiere+1@fastforwardonline.be.

Create an account and you’ll see that you’ll still get the confirmation mail, but the email registered is different.

The best part? It’s super scalable.

Change the number and you can make up to a million combinations.

What are you waiting for?

Here are some a case study on I personally use them.

1. Scrape unlimited amount of data with Import.io

Import.io is has one of the best interfaces and scraping tools in the world.

It has made it so easy to scrape data, even a 13 year old could do it.

The only problem?

After a 7-day trail, the price goes up to a minimum of 1999$.

Which to me, sounds a like my Summer holiday going up in smoke.

I therefore use aliases to get unlimited amount of free trails to scrape the data when I need it at lighting speed.

And now you can too.

2. Find out if people are selling your data

This is a little trick I got to know from Lenny Benaïcha (currently growth manager at Kazi.be).

Everytime he signs up to a service, he adds an alias of that company.

For example, if you would sign up to instapage he would put ricardo+instapage@fastforwardonline.be

The moment he receives a cold email from that particular email, he would know exactly where the data was breached or sold.

Take that Facebook.

 

3 Growth Hacking trends in 2018

By | Growth hacking, growth trends | No Comments

1. A shift from growth hacking to growth process.

“How would you growth hack my business?

This is one of the most asked question in the ‘growth hacking scene’.

I get it.

The internet has brainwashed our brains with content that one tactic is going to grow our companies exponentially.

You read blogs like ‘The 3 hacks that got SpringSled 138,790 users’ and feel like executing all of them.

Growth isn’t about copying tactics from other companies.

Thinking these tactics will work for you is like comparing your current wife with your ex.

It’s nonsense, yet we all tend to do it.

Now, all these great companies do have 1 thing in common.

They all had a processed way of experimenting as fast as they can to understand what works and what doesn’t work for them.

The faster they run experiments in a processed way, the faster they would gain knowledge and the better their odds on survival.

This is the reason why I most wrote the first guide on how to set up your growth process within your company.

2. Growth Teams will become more data driven with tools to support them

On the 1st februari 2013 the first episode of House of Cards hit the screens.

I know by a fact that at least half of the people reading this have seen an episode or have heard about it.

But what’s fascinating is not the fact that it was such a big hit.

It’s the fact that without seeing a single episode of House of Cards, Netflix committed to two seasons of the show, or 26 episodes, bidding a reported $100 million.

That’s $3.8 million per episode.

The big question isn’t why it’s such a big success, but why did they actually know it was going to be a success in advance?

I am pretty sure you have guessed the answer already.

Analytics.

Similar to the NSA, Netflix tracks every action you take while watching and browsing anything on Netflix.

The difference is that Netflix does it to deliver their audience with great content.

NSA purposes are questionable.

Netflix is a research and data driven company that leverages this information to distribute and develop content that resonates with their audience.

“As Netflix has shown, content intelligence is the key to achieving content excellence.”

That’s exactly what growth teams will focus on.

Understanding that real growth doesn’t come by pulling of tactics or spending more money than your competitor.

No.

Real growth comes from better understanding your target market through analytics and lead more people to the AHA moment of your product.

The key here is to not spend more, but to learn faster.

Are you able to pin point every single interaction users have done on your website and understand the people that complete your funnel?

If not, use this step by step guide to set up your team for data driven growth: Growth Hacking playbook part 2/20: You don’t know what you don’t track

3. GDPR will separate the fake growth hackers from the growth driven people.

The biggest question going around the growth hacking scene is: ‘will growth hacking die after GDPR?’.

It’s a great question, because it shows that people have no clue what the hell growth hacking is all about.

It still amazes me how much people think growth hacking is all about scraping emails and sending them cold messages.

Let me give you a heads up.

It’s not.

The only way this might work is if you are really early stage, with no reputation to watch over and are trying to validate your idea.

Real growth driven people understand that real growth doesn’t come from scraping stuff from the web.

They understand that, just like making a great cake, they need to create a foundation first which is by understanding how the growth process works, which kind of people you need to set up a growth team and how to run your team in a successful way to run more experiments.

GDPR will make sure that every Marketer will need to increase the level he is playing by delivering way more value than his competitor.

In a recap:

  1. Focus on the process and getting the right people in your teams
  2. Be more data-driven and grow your company by learning faster than your competitor
  3. GDPR will push you to increase the value you will need to be delivering to your audience.

Wondering how to build value for your audience?

Join our FB group full of B2B marketers and founders

 

How to connect and meet targeted people before and during events on autopilot.

By | Growth hacking, playbook | No Comments

I love going to events for the simple reason that I get to surround myself with like-minded people.

It allows us to connect on a human level, not a digital one.

Although I love listening to stories, I am most of the times not such a big fan of the speakers for the simple reason that it’s mostly always the same story.

If you are lucky, they are recording the talks which allows you to watch it while deciding on watching Netflix or not.

I am a big believer that the stars of the event aren’t on stage.

That’s right.

The stars of the event are the like-minded people that made a choice (yes, I didn’t use that word accidentally) to be at the event and therefore open to improve their way of thinking.

As Malcolm X puts it:

“Education is the passport to the future, for tomorrow belongs those who prepare for it today”

The problem?

For most of us that aren’t naturally greeting everybody around the corner, we end up spending time drinking our coffee at a lonely table while watching other people talk.

That stories end today.

Today, you’ll learn how to connect with people before events, reach out and meet them on the event itself.

No more standing at mister/misses lonely table for you.

Ready?

Of course you are.

Oh, did I say we are going to automate most of the work?

Requirements:

  1. Access to a list of attendees that are online somewhere.
  2. Common sense.
  3. Budget: 0 euro.

Process:

 

Step 1: Getting the attendee list of the event in a Google Sheet.

Your Attendee list is send to you or you ask for it.

Your attendee list doesn’t list the names

Your Attendee list is on a website

You don’t receive an attendee list but the event has a FB event.

Any other scenarios?

Step 2: Format your data

Step 3: Filter out the most relevant people to meet on your event by enriching your data.

Step 4: Find people’s email to use in a sequence

Step 5: Send automated messages to your segmented audience.

Step 6: Get people to commit to your meeting.

 

Step 1: Getting the attendee list of the event in a Google Sheet.

Before you can get the most of your event, you kind of need to know who is attending.

This is mostly the hardest part since some of the event organizers are aware of the lurky marketeers like myself.

Which is great since it helps us stay on top of our game.

Our ultimate goal in order to proceed to step 2 is having a list of the following in a google sheet:  

 

  • First Name
  • Laste Name
  • Company name (optional but will increase the results dramatically)

 

Here are some of the possible situation you might find yourself:

Your Attendee list is send to you or you ask for it.

It still happens that most of the event organizers want you to connect with the people joining the event.

Since I guess that’s pretty much the point of an event: connecting and inspiring with relevant people.

If you receive the list in a Google Docs or PDF, just copy it to a google Sheets and you are done.

Don’t worry about the structure of the names and companies. We are going to take care of that later in this guide.

If the list isn’t send to you, it’s always worth a shot to ask for the attendee list. 🙂

Your attendee list doesn’t list the names

Most of the time, the list isn’t just given to you because they want you to buy the ticket in order to meet these ‘famous people’ just as in the example below:

This one is a little bit more tricky, but since you have this guide it’s a going to be a piece of cake.

We are going to automate Linkedin searches on the terms you have in your Sheet in order to find these people.

Before setting up your robot you’ll need to have a column with the ‘company + Title’ like this:

If you have them in different columns you can use a little trick in step 2 to merge them together

Create a new tab and copy paste all the terms into the first column..

Once you have a spreadsheet with one column on your first tab as the image above, it’s time to set up your robot.

We are going to use a little Robot called Phantombuster to automate this process for us.

Step 1: set up the robot

Let’s head over to our little robot and click on the orange button right here.

If you haven’t made an account yet, this is about the time to do so.

If everything went right this is the screen you’ll see:

Click on the 3 green dots to tell the robot what to do, this screen should pop up which we will tackle one by one:

Linkedin session cookie:

As for your session cookie, don’t worry if you have no clue what this is. Because the script will manipulate LinkedIn for you, it needs to be logging on your LinkedIn account.

  • Using Chrome, go to your LinkedIn homepage
  • → Right click anywhere on the page and select “Inspect”
  • Locate the “Application” tab, this might be hiding these 2 arrows ‘>>’.
  • Select “Cookies” > “http://www.linkedin.com” on the left menu.
  • Search for “li_at”

Copy the long code next to li_at as shown above (Double click on it then Ctrl+C) and paste it next to your ‘Session Cookie’

 

Google Spreadsheet URL:

Before copy-pasting the URL on the second line You’ll need to fix a common mistake. Changing the settings of your Google Sheet to.

  1. Head over to your Google Sheet and click the blue button ‘sharing’
  2. Click ‘advanced’
  3. Click Changes or in my case ‘Wijzigen’. Don’t even try to pronounce that if you aren’t a Dutch speaker. 🙂
  4. Click ‘Everybody with this link’
  5. All set now! You’ll now see the link that you are able to copy-paste in Phantombuster.

 

Search degree

Make sure to switch on the 1st connections, you never know if you already know him or her

Whaaauw, that was long. I know but you’ll start saving some serious time in right about now.

It’s time to save and let the robot do all the work for you.

Time to launch by clicking… ‘Launch’. (pretty obvious)

Step 2: Import data in Google Sheet

Once the bot has stopped running, you can scroll down and download your data as in the image below:

Now, the file will come in a csv file which is not very useful right now. Don’t worry. I’ll help you import it to your Google Sheet.

Go back to your Google sheet and press File → Import → upload → upload your downloaded file → create new sheet.

Your data should look a little bit like this now:

Since you now have a list of possible people that are going to the event, you can skip step 2 and 3 and head over to step 4: Segmenting your audience.

Your Attendee list is on a website

This one is a little harder since it depends on the website structure. Hit me up in the chat and I’ll teach you how.

You don’t receive an attendee list but the event has a FB event.

(work in progress)

Any other scenarios?

Hit me up in the chat and I’ll figure it out for this guide.

Step 2: Format your data

Great job collecting all that valuable data. You are one step closer to not being the lonely coffee drinker as I used to be.

Now it’s time to set your data straight in order to find people their Linkedin URL and start connecting before the event.

As said in step 1, you’ll need the data formatted like this:

1 column with the name of the attendee and preferably the name of the company.

Why?

In the next step you will automate a little robot that is going to search the web for all these names and give you back their Linkedin URL. The more information you have about the person, the higher your chances receiving the right data.

Most probably you’ll have your data in different columns so far.

Here is how to bring it all together.

Let’s say you have 3 different columns and want to bring it all together in the 4th one.

Step 1:

Go to the D column and paste the following code inside

=concatenate(A1;” “;B1;” “;C1)

Tip: in case you only have 2 columns (name + company)  you can use this code:

=concatenate(A1;” “; B1😉

You’ll see that the first, second and last column are now sitting together like this:

Step 2:

Click on the D column as in the image below to select to full column

Press CMD  + D (MAC) or Control + D (windows) and watch the magic happen.

Step 3:

Now it’s time to create a new tab and drag it to the first row. Name it: “These awesome scraped names”. It’s important that this tab comes before your scraped data!

Step 4:

Time to copy the whole column (G) in your new tab. Make sure to copy it with the values! Here is a great picture that shows you how. 🙂

  1. Create a new row, just above your first name (in this case Ricardo Ghekiere), and give it a name: “Names” → important step
  2. Done! Great job Picasso/Picassa.

 

Step 3: Find People their Linkedin URL to connect at scale

Now it’s time to find these people their Linkedin URL. To do this, we’ll use a handy tool called Phantombuster to automate this for us. It’s a freemium little robot that automates the monkey tasks we are still doing today. In this case, finding Linkedin URL’s. Let’s get started.

  1. As you may know or not know. I am a cheap ass. So before using the next API, go back to your dashboard ‘My API’s’ and delete your first robot. This will allow you to use the second robot for free too. 🙂
  2. Click here to start using Phantombuster and press ‘Use this API’ (the orange looking button, Sherlock)
  3. You’ll see the following screen.

It’s time to hit those 3 green dots as shown in the example above. This screen should pop-up:

All it’s asking, are 2 things:

  1. The URL of the spreadsheet with all those attendee names and companies and;
  2. The name of the column those names are in. If you have followed my steps above, this should be “Names
  3. Before copy-pasting the URL between the first brackets “ …”. You’ll need to fix a common mistake. Changing the settings of your Google Sheet to. (if you have done this before you can skip this)
    • Head over to your Google Sheet and click the blue button ‘sharing’
    • Click ‘advanced
    • Click Changes or in my case ‘Wijzigen’. Don’t even try to pronounce that if you aren’t a Dutch speaker. 🙂
    • Click ‘Everybody with this link’
    • All set now! You’ll now see the link that you are able to copy-paste in Phantombuster.
  4. As a final step, you’ll have to add the name of the column your Attendee names are in. If you followed the steps above exactly, this should be: “Names” (watch the capital letter).
  5. Save the settings and it’s now time to launch the beast by clicking ‘Launch’. Time to high-five yourself again.
  6. Once the little robot has finished you’ll be able to download the list as a CSV file. If you open it, you’ll notice the chaos already. It’s time to structure this in a way humans can read.
  7. Go back to your Google sheet and press File → Import → upload → upload your downloaded file → create new sheet. BOOM, you now have a great list of targeted Linkedin URL’s.
  8. Before reaching out, you’ll see that some of the Linkedin URL’s weren’t found. No biggie. Before reaching out, let’s delete the ones that weren’t found.
  • Click on your column with the name ‘ Linkedin Url’ → click on the filter icon on the top right bar → click on the text Linkedin Url → delete → search for: “none” → press ‘ok’ → delete all rows. → click on the text Linkedin Url  → Select everything → press ‘ok’.
  1. You now have a proper list of Linkedin URL’s from your FB Group. It’s almost time to say hello.

Step 4: Filter out the most relevant people to meet on your event by enriching your data.

Now you have all those Linkedin URL’s, but we still have no clue if they are of any value for you in the near future.

In order to filter out the most relevant people to connect with, we need more data about them. Luckily, people are willing to give this information for free online.

It’s time to enrich our data of the profiles and see who’s relevant and who isn’t.

  1. We are going to use our little robot (Phantombuster) again to find more information about our Linkedin URL’s. First off, let’s install our little robot right here and click on ‘Use this API’ (delete the old one to have a free version again).
  2. Same as in step 2 and 3, go ahead and click on the 3 dots to tell you robot what to do.

When your next screens open you’ll notice that he’ll be asking you for 2 things: your Linkedin session cookie and spreadsheet URL with all the Linkedin links.

The second one is easy-peasy (make sure to always have the list in the first tab!), go ahead and fill that one in.

As for your session cookie, don’t worry if you have no clue what this is. Because the script will manipulate LinkedIn for you, it needs to be logging on your LinkedIn account.

  • Using Chrome, go to your LinkedIn homepage
  • → Right click anywhere on the page and select “Inspect”
  • Locate the “Application” tab, this might be hiding these 2 arrows ‘>>’.
  • Select “Cookies” > “http://www.linkedin.com” on the left menu.
  • Search for “li_at”
  • Copy the long code next to li_at as shown above (Double click on it then Ctrl+C) and paste it next to your ‘Session Cookie’.
  • Save everything and start running your little robot.
  • Once it’s finished, import the data in your Google sheet (if you forgot how, have a look back at step 2 or 3).
  • You’ll now see a beautiful list of people with data from their profile. Segment as you wish to connect with them growth master.

Tip: You’ll notice that you’ll get some emails from the scraping. I beg you, do not start out sending random emails to your (almost) connections unless it’s hyper targeted and really relevant to that person (like meeting him on the event your are going. 🙂 )

Don’t say I didn’t warn you.

Step 5: Find people’s email to use in a sequence

Finding emails isn’t actually the hardest thing to do since you have some amazing software tools to do this for you.

All you need is:

  1. First Name
  2. Last Name
  3. Company names

And guess what?

It looks like you have gathered all those details already.

There are 2 ways I would suggest on getting these emails from your prospects:

Anylead allows you to get as many emails as you want for a monthly pricing of 99 dollar, which is great if you have a huge database to run.

Most of the time, the list is limited for the events you are heading to.

This is why Find that lead is an affordable way to get your emails verified. It allows you to get 1500 verified emails for a humble price of 29$.

What I tend to do when this is quota is exceeded, is to segment a little further on the leads I would really like to meet, since there is no way you can meet all those people on your own, unless your name is Salesforce.

To find your emails, head to your FTL dashboard and click on ‘new bulk’. It’s currently in Beta so make sure to double check everything just in case.

Step 6: Send automated messages to your segmented audience.

Alright, time for our last step. The step you might have been waiting for. It’s time to connect with all those segmented people in your own unique way.

  1. We are going to use our little robot (Phantombuster) again to do this monkey job for us. First off, let’s iset up our little robot right here and click on ‘Use this API’.
  2. Same as in step 1, go ahead and click on the 3 dots to tell you robot what to do. You’ll notice that the robot is asking your Linkedin session Cookie again. Easy-peasy, go ahead and fill those in (if you forgot, head over to the step above). No need to look at the 3th and 4th option.
  3. Now let’s head over to your Google Sheet with all the data of the Linkedin Members. Always make sure that the tab with the Linkedin Urls are in the first column and on the first tab!
  4. The little robot will ask you again to give the name of the name of the column. Create a new row above all your Linkedin Urls and give it the name: ‘Names’. Input the same (with capital) in your little robot.
  5. Now it’s time to craft a compelling message to all those awesome people, click save and launch your little robot.

Now you might be asking, what the heck am I going to write them? Great question. Let me help you out.

Linkedin is about building connections with people you would never had the chance to meet in a non-digital age. People whom all have their different interesting stories and challenges to solve.

Now the beautiful part is, people love to talk about themselves and we love it when people listen to us doing so. This is exactly what we will be asking them.

Example:

Hey #Firstname#,

I noticed your name on the attendee list of  of (event name).

This is the reason why I wanted to reach out already and get to know you.

What would you like to get out of it?

(your name)

(Don’t worry if you can read this, about 99% of the world can’t).

Pro tip: Explaining the reason why you want to connect is one of the key factors of getting a reply back. There is a whole psychology behind this which I will spare you for now. 🙂

Pro tip 2: Before sending out all those awesome people, optimize your profile to have a better acceptance rate (things like: ‘Meet me at (event name)’ usually works great.

Pro tip 3: Most people will accept your invite but won’t read or forget about the text your wrote. Make sure to follow up where needed.

It’s time to click the Launch button, sit back and relax.

Step 6: Get people to commit to your meeting.

I remember this one event where I was super excited to meet all these awesome people.

I didn’t really have an appointment with them but I figured out they would recognize me or send me during the event breaks.

Guess what?

Those things don’t happen because there was no real commitment.

The key to meeting relevant people is to make sure they book a meeting with you during the event (breaks).

My way to go at the moment is creating a Calendly account and have people book slots at times that work for you and them.

This let’s your invitees choose their preferred time and let’s you ask extra question such as ‘things you would like to talk about, contact details,…’.

Pro tip: Don’t ask to to book a meeting straight away, first talk as a human, not as a robot.

Enjoy your meetings for growth!

 

growth hacking workshop

The ultimate growth hacking guide on tracking your full customer journey across the (A)AARRR Funnel.

By | growth analytics, Growth hacking, playbook | No Comments

“How would you growth hack my business?

This is one of the most asked question in the ‘growth hacking scene’.

I get it.

The internet has brainwashed our brains with content that one tactic is going to grow our companies exponentially.

You read blogs like ‘The 3 hacks that got SpringSled 138,790 users’ and feel like executing all.

Growth Hacking isn’t about copying tactics from other companies.

Thinking these tactics will work for you is like comparing your current wife with your ex.

It’s nonsense, yet we all tend to do it.

Now, all these great companies do have 1 thing in common.

They all had a processed way of experimenting as fast as they can to understand what works and what doesn’t work for them.

The faster they run experiments in a processed way, the faster they would gain knowledge and the better their odds on survival.

This is the reason why I wrote the first guide on how to set up your growth process.

Now you might be thinking: ‘It’s time to unleash the tactics, right?’.

Nope.

The key to growth is finding who your best customers are, solve their struggles and find out where you can get more of those people.

Now the question is, how do I find my best customers?

One simple word: Analytics.

Most of the time, your product won’t be fully ready.

Yet, there are always a couple of people that are going to (almost) complete your full funnel nevertheless.

These are the people you want to pull out of your analytics and meet face-to-face to understand their motives.

Now is the time you can start sketching your persona’s for marketing purposes and unleashing the tactics that fit their profile.

Today you’ll l learn to set up your Bootstrapper’s Growth Hacking stack in a step by step approach for growth analytics and track your customer’s journey across the full AARRR funnel.

Marketing stack

 

With this stack, you can:

  • Understand which channel is the most profitable.
  • Analyze your complete funnel (AARRR) across the full customer journey.
  • Unleash the tactics that make sense to your audience, not the ones that ‘sound great’.
  • Speed up product innovation by understanding where your customers get stuck.
  • Pull out the most successful customers and understand their motives for marketing purposes.
  • Do marketing automation (workflows, tags, etc.)

Total Cost of implementation:

0 – 1000 users: 17$ a month (Popcornmetrics).

1000 – 10.000 users: starting from 250€ a month. (segment + popcornmetrics + mixpanel/heap).

What’s missing?

Not much to be honest. The only thing I would add is a marketing automation tool to optimize and validate the assumptions you receive when analyzing your data.

Since all your data is pulled into Segment, it’s fairly easy to set up any marketing automation tool that works for you or are already using at the moment.

Growth Hacking Analytics Tracking outline

Step 1: Create a tracking plan   

Step 2: Set up Segment.   

Step 3: Install your Tracking Plan  

Step 4: Enable integrations 

 

You don’t know what you don’t track.

 

On the 1st februari 2013 the first episode of House of Cards hit the screens.

I know by a fact that at least half of the people reading this guide have seen an episode or have heard about it.

But what’s fascinating is not the fact that it was such a big hit.

It’s the fact that without seeing a single episode of House of Cards, Netflix committed to two seasons of the show, or 26 episodes, bidding a reported $100 million.

That’s $3.8 million per episode.

The big question isn’t why it’s such a big success, but why did they actually know it was going to be a success in advance?

I am pretty sure you have guessed the answer already.

Analytics.

Similar to the NSA, Netflix tracks every action you take while watching and browsing anything on Netflix.

The difference is that Netflix does it to deliver their audience with great content.

NSA purposes are questionable.

Netflix is a research and data driven company that leverages this information to distribute and develop content that resonates with their audience.

“As Netflix has shown, content intelligence is the key to achieving content excellence.”

That’s exactly what you are going to prepare your company for.

By the end of this guide, you’ll understand that real growth doesn’t come by pulling of tactics or spending more money than your competitor.

No.

Real growth comes from better understanding your target market and lead more people to the AHA moment of your product.

The key here is to not spend more, but to learn faster.

Step 1: Create a tracking plan

The name is pretty obvious, isn’t it?

It’s a plan, that explains what you are going to track.

No rocket science so far.

Let’s get started with that one metric you should always talk about before having any discussions about growth. Your OMTM.

1.1. What’s your North Star Metric?

In my last guide about setting up your growth process within your company I spoke about the importance of having a OMTM (One Metric That Matters) and how it changes over time.

In short, it’s that one metric that captures the core value you create for your customers at this moment.

Before proceeding with your tracking plan, you’ll need to define what that metric is since your plan is going to be tightly knit to your OMTM.

To better explain the concept, I’ll be guiding you with one of our staging websites we use to practice what we preach.

For us, our OMTM at FYSA, our beta test website (Find Your Staffing Agency) is the amount of users that apply on the platform over a period of 30 days.

1.2. Understand the AARRR funnel by Dave Mcclure

The AARRR funnel is a well known framework within the growth hacking community.

It’s also referred to as the Pirate Funnel since, well, it spells AARRR.

It name derives from the acronym for 5 distinct elements of building a successful business.

In simple words, it shows the steps each customer must progress in order for your company to extract value from them.

As our customer will flow through these phases, it’s therefore extremely relevant to track the right metrics while they do so.

Pro tip: your product might not be ready with all these phases, no worries, you need to start somewhere.

Pro tip 2: Some growth teams have added an extra ‘A’ to the funnel called Awareness. If you feel more comfortable using this framework. Be my guest.

 

1.3. Ask the right questions, create your tracking plan

Setting up a tracking plan isn’t one of the most easiest things to do.

You need to capture what you are going to track, why you are going to track it and understand that your product will continue developing and therefore changing what you track.

It’s a hell of a job which takes time since it needs to be done right, luckily I have a trick for you at the end of this guide.

In this guide you’ll learn how to set up a MVT (Minimum Viable Tracking) of the 5 stages in the AARRR funnel.

In order to understand what you need to track, you’ll need to ask ourselves these 5 questions:

 

  • Acquisition: What do you consider an acquired user?

 

You want people to sign up for something. In a SaaS product, you generally want people to register for a Free Trial.

In case you have micro-conversions (e.g. Newsletter signup), you can breakdown Acquisition in different chunks measuring each of your conversion (micro & macro).

 

  • Activation: What do you consider an activate user?

 

Having someone to sign up on your website is only the first step. Many people will just signup and never use your product.

People who Activated, are using your product. They logged in and started to use your product.

The goal here is to work on your onboarding so that people who log in your product can quickly understand your value proposition and realize how your product might be able to help them in their job.

 

  • Retention: What do you consider a retained user?

 

Many people will only use your product once and will never come back. The problem with them is that you waste ton of money trying to get them to use your product just to never see them again.

Retention measurement will vary between different apps. People will not use Facebook as much as they use their accounting app. Some apps may only expect 2 logins each month.

 

  • Referral: How can people refer their contacts to your platform?

 

If you have a build in future that allows people to invite other people to the platform, this is exactly what you want to track in order to understand who those people are that refer their friends the most and understand why.

 

  • Revenue: What and how can they buy from you?

 

If you have different pricing models, you’ll want to track which user converted into which plan and why they changed plans along the way.

Got the answers?

Great!

Remember, this is a very basic version of your analytics to get you kick started. If you want to build a great tracking template, here is a great blog to do so: https://segment.com/academy/intro/how-to-create-a-tracking-plan/

Step 2: Set up Segment.

If you have ever used Zapier to automate your marketing flows, you know how valuable it is to have your apps interconnected.

What Zapier does for Marketing Automation, Segment does for data analytics.

Install Segment and it becomes the only app that connects all your third-party apps.

You tell Segment what to track and it takes care of mapping and routing that data to the apps you enable.

It helps all your apps talk to get control over your full customer journey across your AARRR Funnel.

To start, create a free account . Once logged in you’ll see your workspace like this:

In the next screen, choose the device you would like to track your data from. In my case, i’ll be working with a website.

When ready, it’s time to install the code to your website’s header template so that it loads on every page.

Once installed into your page, refresh your page and head over to the debugger tab (yes, I know, I can’t draw arrows)

If done right, you’ll see the first event coming in. Great job Sherlock.

If you have a developer sitting next to you, this might be easy. If you don’t (or dev time is limited), these are a couple of options to consider:

2.1. Install with Google Tag Manager.

As a Growth Marketer it’s important to understand that the speed of running experiments is one of the important factors.

If you need to ask your developer (which you might not have or are too busy with other stuff) isn’t available, you will lose valuable time.

As said before, the goal is to learn faster than your competitor since knowledge is power.

Google Tag Manager is exactly the tool to help you gain speed since it helps us install code to our website without losing valuable time.

Since this isn’t a Google Tag Manager Course, here are some great resources to get you started to push your Segment code:

  1. Google Tag Manager Installation guide: https://www.youtube.com/watch?v=miTcZvsv4B0
  2. Google Tag Manager – push your first code: https://www.youtube.com/watch?v=lgEk4ax3UBQ

2.2. Install with WordPress

If you have a blog on a separate platform or your website is build on a wordpress, you’ll want to add your tracking code here.

Most websites which are build for speed are build from scratch in HTML, like our website (www.worcc.be), but have a seperate WordPress website, like our staging/side project website (www.findyourstaffingagency.com) that allows the Marketer to quickly build pages or make changes without having a developer or designer to help out.

The key here is to set your growth team for speed.

Segment has a handy WordPress plugin that automagically tracks everything you’d want to track.

You can install it by searching for “segment” in the WordPress plugin search tool.

Reference: https://segment.com/docs/platforms/wordpress/

Step 3: Install your Tracking Plan to track your growth hacking experiments

I love Segment because it allows me to connect all my different apps and have them talk the same language.

The only (big) problem I felt was that it’s actually a tool to improve your Marketing & Products efforts but it’s made for developers to implement.

Now, if you may or may not have experienced, both worlds hardly understand why the one exists.

A Marketer wants to build and test quickly.

A Designer wants to make sure everything looks amazing before it goes out into the world

A Developer, well, just wants to build stuff.

The last thing they want to be busy with is having a Marketer come over and ask them to track another button for their A/B testing campaign.

If you are Full Stack Marketer and are skilled in writing Javascript yourself, this is a piece of cake (if your developer let’s you change his code 🙂 ).

If you don’t know how to write Javascript, this guide ends for you right here.

Kidding.

For most of us, this isn’t the case.

This is why I found another way how to set up your Segment Tracking.

3.1. Install Segment with Popcornmetrics.

Warning: If you have social sign up buttons (FB sign/google), this installation won’t work and you’ll need a work around.

If you want to implement Segment but don’t know how to write code, or you don’t want to ask your developer every single time to track another button.

Popcornmetrics is your tool to go.

Let’s start with creating an account right here.

The same as you did for Segment, you’ll need to install their code into your website.

I personally use Google Tag Manager for this. If you have a WordPress website, you can download the ‘Insert Footer and Header’ Plugin to install the code.

Once the code is pushed is on your website and you have verified your installation, it’s time to connect Segment with Popcornmetrics.

On the next screen you’ll see all the configuration screens.

Toggle on the Segment integration.

You’ll see this screen popping up:

Important here is to enable page view events. (=on). Don’t worry about the Users set up, we will take care of this in a second.

Close the window and head over your event tracker tool by clicking the button below:

Alright, it’s time to have a look at the 5 key metrics of your AARRR funnel you want to track.

Let’s take an example to set up your activation phase by tracking the amount of users that create an account on your website.

To identify users, you would need to know how to write Javascript and have access to your back-end.

Not with Popcornmetrics.

They have simplified the process with just a few click of a buttons.

In the event tracker tool, switch to navigation mode and go to your login page or sign up form.

Switch back to ‘edit mode’ and click on your form (will most probably be orange and surrounding the full form). Create a new sign up.

A pop up will appear asking you to identify your users name and email. If you would like to add more information to your tracking apps, you can choose to at custom values or decide to not track if irrelevant.

Click save and publish the changes.

Go to your website, refresh the page and create an account. When done right, you’ll see a new sign up in your live feed of Popcornmetrics.

Great job! Now set up all the events/sign ups you want to track in your AARRR funnel and head over to step 4 to finish your growth hacking analytics.

 

Step 4: Enable integrations

We are going to enable the following integrations in Segment:

 

  • Google Analytics
  • Heap or Mixpanel (or any other event driven app)

 

As you are reading this guide, I assume you have a Google Analytics account. If you don’t, well, you might want to get the basics right first.

What you may not have yet is an event tracking tool.

I use events to track the actions of customers that converted and identify which precise steps they took to get there.

Now before you choose between Heap and Mixpanel, here is a quick insight I feel about these tools based on their pricing.

If you don’t have many users but your users perform lots of actions in every session, Heap will probably be the cost-effective solution for you.

If you have a lot of users but a small number of events in each one, MixPanel will probably be the better option for you.

I personally use Heap since it has a great philosophy of tracking everything, even without you realizing it.

This means that if you ever want to test another flow you didn’t think of, it will allow you to make decisions based on past data.

Pro tip for Heap: if you have just installed the code into your website, it can take a while in order to get your data screen shown. This is because it’s going to track everything on your website. Have patience, or just a coffee 🙂

If you can’t make up your mind yet, here is a great article explaining the differences: http://blog.oribi.io/mixpanel-vs-heap-analytics/.

If you did make up your mind yet, create an account in one of the apps and add the tracking code.

Since you have already set up the events and identifiers with Popcornmetrics, there is not much left for you to do.

4.1. Set up Google analytics

Head back to Segment and pick ‘Destination’.

Add new destination → Google Analytics → configure Google Analytics → click javascript box as shown below → confirm source.

Now, you’ll need to add your (website) ID to send the data you capture to GA.

You can find this ID in your settings → tracking code.

Toggle on the integration in the settings and you are all set.

Head back to ‘Destinations’ and if everything went right, you’ll see this:


That’s pretty much it.

Really?

Yeah really.

4.1.1 Configure Goals to optimize your growth hacking experiments

Goals are important to setup because they add vital context to many built-in GA reports.

For example, it’s nice to know which channels generate the most traffic to your site (via your Channels report), but it’s critical to know which traffic sources convert the best to your AHA moment (that moment your customer experiences the big value moment).

You can’t do that without Goals.

Since we have already set up our key conversations in Popcornmetrics, it’s now super easy to set up goals depending on your key metrics you are tracking.

Now, your not supposed to track every single event that is happening on your website. That’s what we call data pukking.

All you want to track is each key metrics of your Pirate Funnel.

In my staging website these are the following events:

  1. Acquisition: user created account
  2. Activation: user added their staffing agency to the listing.
  3. Retention: user logged into their account within 30 days.
  4. Referral: User invite another user to the platform
  5. Revenue: Started subscription

Now, as you may see, I can’t track retention with just a simple goal. This is where Heap will help you out with the retention reports.

As for all the other metrics, I can set up goals to see which channel converts better towards my AHA moment.

In the event table of Popcornmetrics you created different events such as a sign up event.

We will use these Action events you made to create the goals.

Head over to your GA   → behaviour → events → overview → event actions.

You’ll see that the event name of my sign up tracking event is the same as my event action button in GA. We will use this name to create our goal.

Just go to Admin and under your View section, click on Goals and create a new goal based on an Event. Use the event name of your sign up event to create the goal as shown below:

Yeah, I get it, this language looks and sounds funny.
Now, refresh your webpage, create a sign up and check your analytics.

If everything went right, you’ll see the conversation in Acquisition → all traffic → Channels

Now do the same for your full AARRR funnel.

 

4.2. Set up Heap / Mixpanel / other tracking app.

Head back to ‘destination’s in Segment and add a new destination.

Choose the event tracking app you decided to use, configure it and enter your ID.

As for Heap users, your ID is located under Settings → Projects → Production –> use number just next to the name.

Toggle it on and you are good to go.

Refresh your website, create another account and head to your users overview.

If everything went well, you can now see the following in your users tab:

Notice that Heap is tracking 40 events, which you have never installed. As said before, Heap tracks every single thing on your website, just in case you’ll need it in the future.

Pro tip: if you ran out of emails to try you can use the following trick.

Imagine your email is ricardo@fastforwardonline.be. You can use ricardo+1@fastforwardonline.be which is called an alias. The email will still hit your mailbox, but it allows you to test and create different accounts (the text behind the ‘+4‘ sign is the variable you can swap as much as you want).

I have a friend of mine that creates account with name+(company he is creating account)@company.com to see if the company he registers at is selling his data or not.

Genius.

 

 

How to Retarget your Linkedin connections on Facebook for cheaper conversions.

By | Growth hacking, playbook | No Comments

The first rule of marketing is simple: People buy from people they know, like and trust.

Marketing is that simple.

And unless you are selling water in the Sahara or toilet paper to a tourist on an Indian train, which are the exceptions to this rule, this guide is for you.

The rule also explains why retargeting your Linkedin connections is such a powerful thing to execute on.

The people you are targeting already know you, and if you have been providing value on Linkedin, they already trust you.

And of course, it’s a lot cheaper to advertise on Facebook with retargeting, your wallet will thank me for this later.

Why use retargeting?

People have broken the record of having a smaller attention span of a goldfish. In other words, your prospects need to be remembering all the value you are offering. It also helps that it’s a lot cheaper. 🙂

Here is a little test I ran to compare retargeting your Linkedin Connections vs a new target group:

The process:

 

  1. Download your connections information from Linkedin
  2. Upload them into a Facebook Custom Audience to create highly targeted ads to people who already know you.

Step 1: Download your contact list from Linkedin

You can download all the information Linkedin has about your contacts and yourself into nice looking files.

 

Most people don’t know this, since it’s quiet hidden into the Linkedin interface.

 

Let’s start with getting all that good-looking data out of there for you to use.

 

  1. Head over to your network tab on linkedin: https://www.linkedin.com/mynetwork/
  2. Click on ‘see all’ → manage synced and imported contacts  → export contacts. As you can see it’s well hidden. 🙂

 

  1. Now it’s time to download all your lovely data. Request your archive in a fast file, no need to collect more data.

  1. You’ll receive all the data Linkedin has about your connections in your mailbox, this can take up to 5-10 minutes depending on the amount of connections (make sure to check your spam folder). In the meantime you can sip a coffee and join this channel to be the first receiving playbooks like this.
  2. Once the file is ready it’s time to download it from the email you got. Time to unzip the file and look at all the goodies. Find the csv file called ‘connections’. You’ll see a list with the following data:

Now for the good stuff.

Back in the days, when people were signing up for Facebook and Linkedin, they almost always used the same email to sign into both services. In other words, you’ll see a great overlap if we upload these emails into Facebook to create Custom Audiences.

Let’s get started?

In the meantime, join 1072 like-minded people whom receive my guides every 2 weeks on Monday 9am right here: http://bit.ly/ricardoghekiereboostgrowth.

Always free, never spam.

Step 2: Upload your contacts in Facebook to create a custom audience of your Linkedin Connections

It’s time to upload all this data into Facebook in order to build highly targeted ads to your connections.

 

  1. Head over to your Facebook Ads Manager (that place where you create your FB ads) to create a custom audience right here: https://www.facebook.com/ads/manager/audiences/manage/
  2. Click ‘create audience’ → ‘custom audience’ → ‘customer file’ → ‘Add customers from your own file or copy and paste data’ . If everything went right, you’ll see this screen:

  3. Now it’s time to upload your list csv file from Linkedin called ‘Connections’, give your audience the proper name and click ‘next’. You’ll see the following screen:
  4. Facebook will automatically assign the email addresses, all you need to do is confirm the first name and last name. Click on ‘do not upload’ and choose First Name in the first column and Last Name for the second. Just like this:
  1. Click on ‘upload’ and let Facebook work it’s magic.

 

This process might take a while (5-15 minutes) depending on the size of your list. Go get that coffee you deserved and don’t forget to sign up to receive your next free playbooks right here: http://bit.ly/ricardoghekieregrowthhack.

Once it’s ready, it’s time to work your creative juices and see how you can target your audience with relevant ads.

Pro Tip: If you are working at a company with multiple employees you can create one big list of all their contacts and segment people depending on their current title for better targeting.

 

Growth hacking playbook: How to connect with FB group members on Linkedin, fully automated and highly targeted.

By | Growth hacking, playbook | No Comments

We all know Facebook and Linkedin aren’t the same. Facebook is for your personal connections and Linkedin is where you show your professional lifestyle.

But then again, most of us spend some time on both. And since you are reading this, my best guess would be that you are spending most of your time on Linkedin.

Wouldn’t it be great that the people you are sharing value with on Facebook would also get to know and see your content on your Linkedin Channel?

As for me, I spend most of my time in Facebook groups since this is where most of the quality content is available in my niche. And it’s only getting better.

Facebook recently announced their new mission statement is to connect and foster positive community building. And Facebook Groups are going to be taking the leading role in connecting these communities.

Use this technique in case of:

  1. The target group you want to recruit is in one of these Facebook groups
  2. You are active in an FB group and want to add them to your professional network.

Now, it’s time to bring the best of both worlds together.

Process:

Step 1: Scrape all the members of your FB group with Scraply extension

Step 2: Find their Linkedin URL with PhantomBuster

Step 3: Filter out the most relevant people to connect on Linkedin.

Step 4: Send automated messages to your audience with Phantombuster.

Tools:

Scraply extension

Phantombuster

Google sheets

Requirements:

Google Chrome web browser (if you are still using other browsers, welcome yourself to the 21st century and download it)

Step 1: Scrape the FB members with Scraply.

First of all, there are tons of scraping tools out there.

Luckily, you don’t need to waste your time testing them all out.

To get the data we need from your FB members, there is only one winner in this category. Scraply, is a free extension that will do the job for now (up to 500 members).

The first thing you’ll need to do is set up the Scraply Extension by downloading it right here. (make sure to do this on a google chrome browser). Click on ‘add to browser’.

If everything works out well you’ll see a weird looking purple guy on the top of your right corner. Now, log in to your google account.


So far so good.

Next, go to your Facebook group that you would like to receive the member’s data from. Url should look like: https://www.facebook.com/groups/(group name)/

Now, click on the purple guy that pops up and you’ll see the following pop up:

You’ll see 2 empty spots you’ll need to fill in. First up is to create the Google sheet you want the data to go to.

Tip: Make sure to check that the google sheet you are creating is the same email as you signed in with. This might complicate things later-on!

 

 

 

 

  1. Create a new and empty google spreadsheet.
  2. Give it a suiting name so you’ll easily find it in the future.
  3. Find the google sheet ID. This ID is the value between the “/d/” and the “/edit” in the URL of your spreadsheet. For example, consider the following URL that references a Google Sheets spreadsheet: https://docs.google.com/spreadsheets/d/1qpyC0XzvTcKT6EISywvqESX3A0MwQoFDE8p-Bll4hps/edit#gid=0. The ID of this spreadsheet is 1qpyC0XzvTcKT6EISywvqESX3A0MwQoFDE8p-Bll4hps.
  4. Copy paste it into the first column of Scraply (Google Sheet ID)
  5. Give the 2nd empty spot (Name for new google Sheet tab), the name of the group you are going to receive data from. It will make your life so much easier in the long-run.
  6. Click the plus sign that will create a new tab on your google sheet and you are good to go!

Now it’s time to start the magic and receive the data we are looking for.  

Go to your FB group. If everything works out fine, you’ll see that the color of one option is a little darker.

All you have to do now is, well, click the button ‘Facebook Group Members’ in order to start your scraping adventure. You’ll see this pop up if everything is running well:

 

 

 

 

 

 

Congratulations data wizard! You can now have a look at the beautiful data you have just received in your Google Sheet. You’ll see something like this:

 

(You can now high-five yourself)

Step 2: Get the Linkedin URL from your FB members (or any list of names and company)

You could go and copy-paste the names in google and find their Linkedin URL one by one, but who has time for that anyway?

Let’s automate the process and save yourself some time to spend with your awesome friends or colleagues.

Are you ready growth wizard?

Let’s head back to our Google sheet with all the nicely scraped names. You’ll notice that some of the columns are also filled with the job titles and company. We’ll make sure to also use these to improve our search for the right Linkedin URL.

Notice: names that are very common such as ‘Jan Peeters’ could end up being a different person. This is probably the worst thing that can happen. Just apologize and have a laugh about it. 🙂

Alright, let’s get started with preparing out our Google Sheet for optimal search.

 

  1. Copy this code in the column ‘G or any empty column’:

=CONCATENATE(A1;” “;B1;” “;C1;” “;D1).

When done right, you’ll see all of those columns have now been added to one column. We’ll do this to improve our search.

2. Now click on the 1st G column (where we have just copied the code) and drag it all the way down. (Hold your left click on the blue square and drag down). This will make sure that every single name now has a fully updated G column.

3. Now it’s time to create a new tab and drag it to the first row. Name it: “These awesome scraped names”. It’s really important that this tab comes before your scraped data!

4. Time to copy the whole column (G) in your new tab. Make sure to copy it with just the values! Here is a great picture that shows you how. 🙂

5. Create a new row, just above your first name (in this case Ricardo Ghekiere), and give it a name: “Names”

6. Done! Great job Picasso/Picassa.

 

Now it’s time to find these people their Linkedin URL. To do this, we’ll use a handy tool called Phantombuster to automate this for us. It’s a freemium little robot that automates the monkey tasks we are still doing today. In this case, finding Linkedin urls. Let’s get started.

 

  1. Click here to start using Phantombuster and press ‘Use this API’ (the orange looking button, Sherlock)  
  2. Create an account and click on the orange button saying ‘Use this API’ again. 🙂
  3. You’ll see the following screen. If you have never coded before, I’ll have to warn you that the next step might feel a little geeky or even scary. Don’t worry. Everything will be just fine.

It’s time to hit those 3 green dots as shown in the example above. This screen should pop-up:

All it’s asking, are 2 things:

  1. The URL of the spreadsheet with all those FB names and;
  2. The name of the column those names are in. If you have followed my steps above, this should be “Names

4. Before copy-pasting the URL between the first brackets “ …”. You’ll need to fix a common mistake. Changing the settings of your Google Sheet too.

  • Head over to your Google Sheet and click the blue button ‘sharing’ 
  • Click ‘advanced

  • Click Changes or in my case ‘Wijzigen’. Don’t even try to pronounce that if you aren’t a Dutch speaker. 🙂
  • Click ‘Everybody with this link’

 

  • All set now! You’ll now see the link that you are able to copy-paste in Phantombuster. This is how it should look like (make sure your text stays green if not, something is wrong):

    5. As a final step, you’ll have to add the name of the column your FB names are in. If you followed the steps above exactly, this should be: “Names” (watch the capital letter).
  1.  Save the settings and it’s now time to launch the beast by clicking ‘Launch’. Time to high-five yourself again.
  2. Once the little robot is finished you’ll be able to download the list as a CSV file. If you open it, you’ll notice the chaos already. It’s time to structure this in a way humans can read.
  1. Go back to your Google sheet and press File → Import → upload → upload your downloaded file → create a new sheet. BOOM, you now have a great list of targeted Linkedin urls.
  2. Before reaching out, you’ll see that some of the Linkedin URL’s weren’t found. No biggie. Before reaching out, let’s delete the ones that weren’t found.
  • Click on your column with the name ‘ LinkedinUrl’ → click on the filter icon on the top right bar → click on the text LinkedinUrl → delete → search for: “none” → press ‘ok’ → delete all rows. → click on the text LinkedinUrl  → Select everything → press ‘ok’.

 

  1. You now have a proper list of Linkedin urls from your FB Group. It’s almost time to say hello.

 

Step 3: Filter out the most relevant people to connect with on Linkedin by enriching your data.

Now you have all those Linkedin URL’s but have no clue if they are of any value for you in the near future. In order to filter out the most relevant people to connect with, we need more data about them. Luckily, people are willing to give this information for free online.

It’s time to enrich our data of the profiles and see who’s relevant and who isn’t.

  1. We are going to use our little robot (Phantombuster) again to find more information about our Linkedin urls. First off, let’s install our little robot right here and click on ‘Use this API’.
  2. Same as in step 2, go ahead and click on the 3 dots to tell you robot what to do.

When your next screens open you’ll notice that he’ll be asking you for 2 things: your Linkedin session cookie and spreadsheet URL with all the Linkedin links. The second one is easy-peasy (make sure to always have the list on the first tab!), go ahead and fill that one in.

3. As for your session cookie, don’t worry if you have no clue what this is. Because the script will manipulate LinkedIn for you, it needs to be logged on your LinkedIn account.

  • Using Chrome, go to your LinkedIn homepage
  • → Right-click anywhere on the page and select “Inspect”
  • Locate the “Application” tab, this might be hiding these 2 arrows ‘>>’.

  • Select “Cookies” > “http://www.linkedin.com” on the left menu.

  • Search for “li_at”


    4. Copy the long code next to li_at as shown above (Double click on it then Ctrl+C) and paste it next to your ‘Session Cookie’ in that black scary box. 🙂

5. Save everything and start running your little robot.
6. Once it’s finished, import the data into your Google sheet (if you forgot how have a look back at step 2).
7. You’ll now see a beautiful list of people with data from their profile. Segment as you wish to connect with them growth master.

 

Tip: You’ll notice that you’ll get some emails from the scraping. I beg you, do not start out sending random emails to your (almost) connections unless it’s hyper-targeted and really relevant for that person. Don’t say I didn’t warn you.

Step 4: Send automated messages to your segmented audience.

Alright, time for our last step. The step you might have been waiting for. It’s time to connect with all those segmented people in your own unique way.

  1. We are going to use our little robot (Phantombuster) again to do this monkey job for us. First off, let’s set up our little robot right here and click on ‘Use this API’.
  2. Same as in step 2 and 3, go ahead and click on the 3 dots to tell you robot what to do. You’ll notice that the robot is asking you the same things as you did in step 3. Easy-peasy, go ahead and fill those in. No need to look at the 3rd and 4th option.

Tip: If you only want to connect with people in your second circle you can change: ‘false’ to ‘true’.

3. Now it’s time to craft a compelling message to all those awesome people, click save and launch your little robot.

Now you might be asking, what the heck am I going to write them? Great question. Let me help you out.

Linkedin is about building connections with people you would never have the chance to meet in a non-digital age. People whom all have their different interesting stories and challenges to solve. Now the beautiful part is, people love to talk about themselves and we love it when people listen to us doing so. This is exactly what we will be asking them.

Example:

Hey #Firstname#, /n/n (the ‘/n’ stands for next paragraph in case you were wondering)

I noticed you were also in the FB group (your mutual group name)! /n

What are some challenges you are running into for 2018?

Let’s connect and see where my network or I can help you out. /n

(your name)

 

This example works great because you are asking about how you can help them. The best thing? You don’t need to talk about how great you are.

After they reply, it’s all up to you to use your charms by providing value first. Remember, most of them won’t know you and have no clue what you do.

 

Tip: Most people will accept your request if your profile looks appealing. But most of them won’t notice your message or will forget about it, make sure to follow up where needed.

Go get them scrape master!

 

If you enjoyed this growth hacking playbook, make sure to subscribe for more right here for new playbooks coming every 2 weeks on Monday 9am. No spam, real value, always free.

 

What are some growth hacks for user retention for SaaS startups?

By | Growth hacking | No Comments

There is no magic bullet to Growth Hacking. The basic rule is simple: what works for one company will probably not work for you.

Trying to copy the Growth Strategy of Dropbox or Airbnb will not work for these simple reasons:

  1. You have a different value proposition.
  2. Times have evolved and consumers are better educated about the internet. Adding a ‘ps: I love you’ will not skyrocket your growth just like it did for Hotmail.
  3. Growth Hacks only work on products that are actually great itself, if your product sucks, no Growth Hacker will ever be able to help you out.

That said, the tools & tactics might change over time but there are things that don’t change over time which is the way we think , act and react.

Nir Eyal, best-Selling author of Hooked did a great job on how to use and implement habit loops into your product to increase your retention rate.

Understanding the hook-model

In order to increase the retention rate of your users, you need to get them hooked to your product or service.

The hook Model, developed by Nir Eyal, is a four-step process that, when embedded into products or services, subtly encourages customer behavior to come back to your service or product. Again and again, without depending on costly advertising or aggressive messaging.

The four-step process:

  1. Trigger
  2. Action
  3. Variable reward
  4. Investment
  5. Repeat (the more the better)

Trigger

The red number 1 popping up on your Facebook App, that’s what we call a trigger, it’s the actuator of behavior.

Important to know is that they come in 2 forms: external and internal.

All habit-forming products start by alerting users with external triggers, which is the red number next to your Facebook app.

External Triggers

External triggers communicates the next action the users should take.

  • Paid triggersSEA or other paid mediums. (Habit forming companies tend not to rely on paid triggers for very long, if at all. Because paying for reengagement is unsustainable for most business models, companies generally use paid triggers to acquire new users and then leverage other triggers to bring them back.)
  • Earned TriggersFree triggers cannot be bought directly, but they often require investment in the form of time spent on public and media relations. Favorable press mentions, hot viral videos, featured blogpost are all effective ways to gain attention. For earned triggers to drive ongoing user acquisition, companies must keep their products in the limelight – a difficult and unpredictable task.
  • Relationship TriggersOne person telling others about a product or service can be highly effective external trigger for action. Whether through an electronic invitation, a Facebook “like”, or old fashioned word of mouth, product referrals from friends and family are often a key component of technology diffusion.
  • Owned triggersThese triggers consume a piece of real estate in the user’s environment.. They consistently show up in daily life and it is ultimately up to the user to opt in to allowing these triggers to appear. For example: an app icon on the user’s phone screen or an email newsletter to which the user subscribes. As long as the user agrees to receive a trigger, the company that sets the trigger owns a share of the user’s attention. They become owned triggers only set after they sign up to continue receiving communication.While paid, earned and relationship triggers drive new user acquisition, owned triggers prompt repeat engagement until a habit is formed. Without owned triggers and user’s tacit permission to enter their attentional space, it is difficult to cue users frequently enough to change their behavior.

Internal triggers

When a product becomes tightly coupled with a thought, an emotion, or a preexisting routine, it leverages an internal trigger.

Unlike external triggers, which use sensory stimuli like a morning alarm clock, you can’t see, touch, or hear an internal trigger.

Emotions, particularly negatives ones, are powerful internal triggers and greatly influence our daily routines.

Feelings of boredom, lonelinesses, frustration, confusion, and indecisiveness often instigate a slight pain or irritation and prompt an almost instantaneous and often mindless action to quell the negative sensation.

Our life is filled with tiny stressors and we’re usually unaware of our habitual reactions to these nagging issues.

Postive emotions can also serve as internal triggers, and may even be triggered themselves by a need to satisfy something that is bothering us.

After all, we use products to find solutions to problems.

Action

The trigger has occurred, and you are now tempted to take action. In other words, the behavior done in anticipation of a reward.

The action in this case is as simple as clicking on the Facebook App and see what’s going on.

But what if your phone isn’t near you? You won’t have the ability to click on the Facebook Icon.

Or what if you see a notification of a stranger posting something in a group you joined last year, you might not have the motivation to click through.

Considering the ability and the motivation of the user is crucial when building the action phase into your product.

Variable reward

When opening the Facebook app, you have no idea what to expect. Maybe you are going to see your best friend’s pictures of their Holiday or maybe it’s just a cat barking like a dog.

In other words, what you will see is extremely variable.

Variable rewards are one of the most powerful tools companies can implement to hook users.

Research shows that levels of the dopamine surge when the brain is expecting a reward.

Dopamine, otherwise called the happiness hormone, plays an important role into getting your users coming back for more.

It’s the reason why we keep eating chocolate, play on slot machines and lotteries even though we know it’s not good for us or haven’t really gained any money doing it.

Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgement and reason while activating the parts associated with wanting and desire.

Investment

If somebody would tell you that they had created a new Facebook that had a better interface or chat, would you switch to their platform?

Probably not. The reason is simple: switching costs.

Switching costs are the costs that a consumer incurs as a result of changing brands, suppliers or products. Although most prevalent switching costs are monetary in nature, there are also psychological, effort- and time-based switching costs.

Adding your friends & pictures again on this new platform, just don’t make sense.

This is the reason why the investment phase of the hook model is such an important factor, it’s where the user does a bit of work.

It occurs when the user puts something into the product of your service such as time, data, effort, social capital, or money.

What is a growth hack?

By | Growth hacking | No Comments

A growth hack is a better way to get yourself to the party.

The what?

Yes, the party, let me explain.

You remember that moment when you were young and your parents wouldn’t allow you to go to a party?

At that time, You could have tried climbing out of the window, you could have said you were going to a private birthday party (which you weren’t) or would have said you were sleeping over at a friend’s place (which was true up to a certain degree).

The point is, your goal (metric) was to go to the party, but the methods of achieving that goal were different.

Some more successful than others.

This is what growth hacking is.

You set a goal (going to the party) of something bigger and better, even almost impossible and you try to get there in the fastest way, with the least amount of resources.

Some tests will fail (like climbing out of the window) but if you test enough you’ll find a better approach (staying at a friends place) to reach your goal.

In order to better understand Growth hacking, there is 3 things that you need to remember:

First of all, Growth Hacking is not about hacks or tools.

Just like in any sports, Growth Hacking is about processes & experimentation.

If you don’t train yourself to work out every single week, you won’t see results.

If you don’t try anything new, you’ll always fall behind.

Secondly, Growth Hacking is not a process that was made only for Marketers, it can be applied to new product innovation and to the continuous improvement of products as well as to growing and existing customer base.

The reason is simple. Most of the time you need 3 different skill sets to pull of a growth hack.

  1. A Designer (to make everything beautiful)
  2. A Coder (to make everything work)
  3. A Marketeer (to make sure people get to see whatever you want to test)

Thirdly, in order to understand a growth hack, you’ll need to understand the AARRR funnel & The North Star Metric:

AARRR funnel

This funnel is a wonderful framework to help you better understand your consumers and where they are in their journey.

It’ll help you measure your funnel and enable you to optimize it for the better.

The funnel is divided into 5 steps.

  1. Acquisition
  2. Activation
  3. Retention
  4. Referral
  5. Revenue

North Star Metric

The North Star Metric is the single metric that best captures the core value that your product delivers to customers.

Optimizing your efforts to grow this metric on every stage of the AARRR funnel is key to driving sustainable growth across your full customer base.

In case of the famous Dropbox referral campaign, their North Star metric was the amounts of shares & signs up they got from existing users in the Referral Stage.

In case of the famous Craigslist Platform Integration hack of Airbnb, this was the number of bookings people received from people looking for a place to stay on Airbnb (acquisition stage).

If you are looking to find your growth metric, make sure to check this blog out: Your growth metric is key: this is how to find it!

How it’s implemented:

  1. Create a cross-functional team.
  2. Use qualitative research and quantitative data analysis to gain deep insights into your user behavior and preferences.
  3. Generate and test ideas rapidly, and use the North Star Metric to guide the results.