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playbook

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!

 

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