The modern consumer is tired of active marketing; conventional advertising tools do not satisfy the companies’ need for the number of new customers. You need new clients and need it quickly. Growth Hacking can help you to attract more audience to the site and ensure high conversion. What tactics can the pros use for your business?

Growth Hacking

Growth Hacking fails to convey the essence of this marketing phenomenon. The marketer uses classic schemes (landing pages, SEO, SMM, contextual advertising, etc.) to attract traffic, and the growth hacker, by manipulating the same tools, achieves a more significant customer growth. He constantly tests new hypotheses and evaluates their results, all to find new ways of explosive growth.

Why do you need to be a growth hacker?

• This is a person who is not only and not so much a specialist in the direction of marketing. But who has a broad outlook in other areas?
• He can follow technology trends and use them to attract customers
• He can replace a whole staff of narrowly specialized marketers and provide explosive growth in the number of clients, as he independently builds a combination of several tools
• This is a specialist rare for the labor market, whom many want to get into their company.

In Growth Hacking there are no manuals, checklists, scenarios, best practices – it’s impossible to say “do this and get explosive growth”. Successful cases are the implementation of specific tasks with the set of tools that turned out to be the most effective for them.

Growth Hacking methods

We will tell you about several Growth Hacking methods that you can independently use to find new marketing strategies and promote your business. They can be an effective tool for the growth of your business, or they may not have any results at all.

Someone can use Google contextual advertising, someone will bring clients a successful landing page, someone will do SEO optimization of the site and increase traffic, and someone will achieve amazing results in social networks.

Only constant experiments and analysis of their results allow you to quickly find new customers. The best step for it – using the principles of Growth Hacking.

Let’s start with the basic principles of Growth Hacking

Comprehensive work to attract traffic, analyze it and improve conversion. Web analytics is a major source of insight into the ups and downs.

Applying the Fail Fast principle is a quick failure that turns out to be cheaper and not fatal. Many small experiments find an approach to growth, and mistakes are leveled.

New tools are mastered quickly and shallowly, the main thing is to immediately put them into work and try them out.

If product marketing is not generating sales, change the product itself.

There is no binding to an anyone marketing tool, new tools for attracting traffic – a new result.

Total automation – growth hacker does not do with his hands what a machine can do, he works with his head.

Knowledge of standard marketing tools and techniques is not enough to find new customers quickly. You need a broad outlook, technical knowledge, and a willingness to experiment.

Growth Hacking is the ability to quickly try different marketing methods to find new strategies and choose the one that will provide explosive growth.

For applying the Growth Hacking strategy:

1. You need to understand specific goals and builds a strategy for their growth;
2. No spare no effort and means to achieve the goal – your own and your team;
3. Use all the possibilities of the modern Internet and social networks;
4. Fill the minds of the masses with your product and creates only a positive impression of it;
5. Introduce many new features, until one of them goes to work.

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Marketing is not just a kind of activity, it is a living organism that develops, changes, and evolves with us. To succeed in the marketplace, any business needs to follow and be guided by this process.

We’ve explored a few of the top marketing trends that are set to gain traction. Start implementing them now to stay at the forefront of the market for the next year!

User-Generated Content

Instead of producing content yourself, encourage your subscribers to create it. Make your product packaging so attractive that customers want to post a photo of it in a story or share it with friends in a post.

Provide the service in such a way that you would like to talk about it with a mention of the brand. This content is free, and it serves as a recommendation from friends, which is trusted more than advertising content. It is important that users make such messages organically, and not with the help of challenges and contests.

Is SEO dead?

SEO is buried every year. But it doesn’t die, it just evolves. With the release of Google’s new BERT algorithm, which has become much better at understanding the meaning of texts, now you will definitely have to forget about spamming keys in content and meta tags.

Focus on creating more natural and expert content. Also, pay attention to micro-markup by content type on pages and optimization for voice search.

According to some studies, about 70% of users flip through paid ads, preferring organic search results. Therefore, SEO promotion is alive and well.

AR & VR

Another powerful trend is the creation of content using augmented or virtual reality. AR masks that work with the user’s smartphone selfie camera and games with augmented reality have already appeared on the Instagram network.

This technology combines impressive ease-of-use by users and is growing in popularity. In addition, augmented reality solutions encourage users to produce and distribute the very same User-Generated Content.

Interactive content

Content that not only conveys information, but interacts with the user, and, moreover, makes it interesting, bringing new impressions, is of increasing importance.

In 2020, brands will need to seek and find new original solutions, not only in how they will speak to their customers but also in what exactly is said. Society is becoming more and more information-rich, and in addition to the form of your message, its content will become more important.

Adapting content for smartphones

Already now, users receive most of the content not from a PC, but from the screens of gadgets, and in the future, this figure will only grow. Therefore, the display of information is increasingly being adapted for vertical reproduction.

In addition, subtitles are added to the video so that it is convenient to watch them without including sound. While the video turns from horizontal to vertical, then scrolling does the opposite transformation.

Users no longer want to scroll from top to bottom, and Stories are becoming the most popular type of content consumed from smartphones. It is in them that it makes sense to advertise and promote your brand in 2020.

Gamification

People are ready to play with brands, but they want interesting and engaging game formats. Now the trend is simple but exciting puzzles quests. They not only entertain but also motivate the audience.

Another trend is the use of interactive swipe links in stories. “Swipe the fly – get a discount!” – suggests the company, and the user instinctively swipes across the screen, going to the site.

Increase in advertising budgets

Every year it becomes more and more expensive to attract customers, so marketing costs are constantly growing. Users are becoming more experienced and more demanding every year – therefore, most businesses will pay attention to the UI/UX of their products, thereby increasing LTV and saving marketing budget.

It’s worth investing in experiments and split tests to test several ad campaigns and choose the most effective ones.

Experiment and find exactly those channels and tools that will generate the maximum ROMI (Return on Marketing Investment) for you.

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With plugins and utilities in this category, you can find out site traffic, see links that help your audience see the site, download a map of clicks and links, and get data such as form analytics.

Google Analytics Debugger

The utility is able to extract data from code transmitted to Google Ads. in addition to information about successfully executed commands, the plugin warns by notifying of errors in the tracking codes.

It also helps to obtain information about all calls sent to the Google Analytics system. This approach allows you to systematically check the correctness of the Analytics settings.

The advantages of the plugin include its ability to track the type of problem in a timely manner and make it clear when it occurs on the part of the client, and when on the part of service owners. This will help avoid conflicts and better customize the site.

Table Booster for Google Analytics

This program is configured to track traffic using the method of associating the information with Google Analytics. Users like the convenient presentation of information in the form of diagrams, explanations, and classifications with a choice of criteria.

You can also highlight important details of analytics in the tables, which is very convenient for reporting and data collection.

Tag Assistant (by Google)

With the help of the extension, you can set the correct operation of the Google Analytics counter in a timely manner. After accessing the resource page, the service is able to automatically determine which utilities are working properly and where there are systematic errors. You can intuitively understand the degree of correct operation of the utility on a particular resource by the color of the icons.

Page Analytics (by Google)

With this extension for the Chrome browser, you can learn the behavior pattern of the main target audience.

It helps to analyze the customers who come to the site. Given that the bulk of the data is downloaded by the program directly from Google Analytics, you can clearly see what does not suit users and at what points it is important to place special emphasis.

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The answer to this question is obvious. Google generates expert sites, which in turn affects coverage and visibility. Some users will also receive sales and conversions. However, if you look at it realistically, the answer to the above question will be more difficult.

After studying some statistics, it was found that users trust news from Google News more than from other news sources. A high level of trust opens up much wider business opportunities than traditional website revenue and bandwidth statistics. Trust is a key factor in the variety of sites that create messages. This can affect user behavior in pre- and post-click ads.

For many companies trying to add a site to Google News, this is another way to promote existing and future content. When you invest a lot of time, money, and resources in every part of your resource, you just have to make such an investment to achieve your goals. If you miss the idea of ​​”add a site to Google News” or don’t appreciate the potential of this service, it can be painful in the future when you learn that other competitors are thriving thanks to Google News.

How do add a site to Google News?

As with all Google search results, there are some tips and tricks that form the basis for news to rank high in the News rankings. Below we will focus on the basic principles that should be applied to any probability of success in Google News.

Content types. As you can imagine, the most important criterion of Google News is the timeliness and interest of users. As you may have noticed, some content does not fall into this area. They focus on advice and recommendations. This can be a job posting or weather information.

Originality and readability. The content must be accurate and interesting, and most importantly – created by you (original). If your website contains a mixture of automatically generated and aggregated content, you shouldn’t expect the content to hit Google News. Articles should be well written, in addition to the lack of persistent advertising.

Confidence and professionalism. Messages that reflect the company’s industry and niche have a good chance of getting on Google News. It is necessary to rely on clear content and confirm all controversial statements with information found in reliable sources.

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Today, when social networks have so firmly entered our lives and become not just a platform for communicating with friends, but also a new source of information, it is worth paying special attention to the SMM promotion of your business.

SMM is social media marketing. Almost all directions and aspects of a PR campaign can be implemented through social networks: this is a content strategy that will consistently and purposefully inform the audience about your product, and communication with consumers, and conducting advertising campaigns, promotions, contests, identifying the mood of the audience, increasing loyalty.

Why is it already impossible to do without SMM promotion?

The presence on social networks makes brands “humane.” When you use them in addition to advertising familiar to everyone, the level of trust in your products increases.

It is also important that this communication channel is the cheapest way to express yourself to a large audience. Compared to television, the press, and even online media, displaying on social networks will provide you with the most coverage for the least money. Moreover, you won’t be able to more accurately address your advertising message anywhere. Targeting (target audience definition) is an important tool that allows you not only to reach your “potential” consumer but also save a lot because every cent aimed at advertising on social networks will be spent on attracting the person you need.

In addition, now that all communication channels are being integrated together, it is important for companies to have not only their own sites but also actively update information about themselves on social networks. Now all the news, assortment, prices, and even reviews can be seen on one page!

Needless to say, the content of a page on a social network will cost you much less than maintaining a whole site?

Therefore, if you are still not on Facebook, YouTube, LinkedIn, and Instagram, fix this error immediately!

Can I do SMM myself?

Creating an account on a social platform, you must understand what kind of SMM-strategy and tasks you will implement.

First, you need to decide what audience you are going to influence: where these people live, how old they are, how much they earn, and what they are interested in on the Internet. Then the content plan is approved: topics and post format. Time for publications is determined based on the statistics of visiting pages and viewing news. SMM specialists do not accidentally choose a specific time for posts: by testing, they determine the optimal period when the largest number of people will see your news.

Therefore, it is a mistake to be guided by the logic “I am on Facebook and can easily cope with maintaining the page of my business.” Answer your question: are you ready to spend all your time studying information, making mistakes, and wasting budgets?

Entrusting the services of SMM-promotion to experienced professionals, the manifestation of your business in the public space will be high-quality and effective.

After reviewing your product, managers will help:

1. Determine the current goals and objectives of the campaign:

• increase traffic to the site;
• brand promotion;
• creation of a new sales channel based on the page;
• creation of an information portal about your company and others;

2. They will conduct a detailed analysis of the audience and competitors, as a result of which they will develop an SMM strategy, a content plan with headings, and the frequency of publication.

3. Set up a test advertising campaign that will be constantly improved by changing advertising messages, pictures, videos, changing the target audience.

As you can see, competent SMM is a business that requires a thorough and detailed approach.

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At the moment, one can observe the stagnation of the entire market. Not only Internet marketing is suffering. This is, of course, due to the fact that many offline companies in many countries temporarily stop their activities against the background of quarantine, and some, due to losses, are completely closed forever. For many professionals and agencies, this is the loss of customers, and, consequently, of money.

The business that has lost the opportunity to offer its services to customers due to quarantine or other reasons related to the distribution of COVID-19 will sag. But, speaking now specifically about SEO-promotion, it will be the one who loses in the conditions of the impossibility of providing services for his clients to stop the promotion.

In this article, we offer a number of recommendations for internet marketing specialists during this difficult period.

1. Do not panic

It’s important to keep your head cool when making business decisions. Always focus on analytics and numerical metrics: ROMI, CPA, CPC to increase or decrease the budget allocated to the channel.

2. Diversify the risks

Expand your channels of presence and product matrix. Work out 2-3 alternative scenarios (strategies).

3. Plan SEO returns

Results from search engine optimization (SEO) appear after 4-9 months of work. This means that it is important to activate this channel right now in order to bring the site to the TOP of search engine results at the end of the crisis.
A short-term drop in demand is possible, but search promotion is a channel with deferred returns and it is important to start work right now so that by the time sales are fixed, the project is in the TOP of the list.

4. Optimize your product and funnel

Do not blindly increase your advertising budget. Focus on product analytics, conversion rates (CR), and improved usability.

5. Read and cut/increase your budget

Advertising channels should be analyzed and you should know exactly all the metrics in terms of traffic types: CPC, CPA, CAC, LTV, ROMI. When deciding whether to cut or increase budgets, rely on business metrics. A simple reduction in the marketing budget exacerbates the crisis.

Use the crisis as a chance for growth. For your company, the crisis is a chance!

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Marketing communications are changing every day. This is due to the fact that the audience receives a huge amount of information (including advertising). As a result, your marketing campaign turns into a “white noise” for people.

We have collected 3 key trends that will determine the effectiveness of your interaction with customers in the near future. You will find out what works and what it is time to refuse.

1. Talking about the most important

Filter what you want to say. A large number of advertising messages devalue everything that you offer: instead of a powerful offer, there is an annoying background. In 2020, an audience with high purchasing power will often think not about getting something good, but about not throwing something superfluous in the basket.

The values of a modern client are reasonable and moderate consumption.

They are tired of advertising, of the abundance of choice. There are too many things around, information content, services. Therefore, it is more important to send to the audience those messages that will be of value: the time for a large number of “empty” letters has passed.

2. The balance between customization and automation in business

There are two seemingly opposite directions in marketing: on the one hand, automated sales funnels, and on the other, an attempt to customize the advertising and maximize its adjustment for each user.

Which side to choose

Automation allows you to speed up workflows, response time, quality of interaction with the audience and save company resources. And customization and personalization is an opportunity to increase the LTV (Life-Time Value) of the product, the percentage of conversion and sales.

What decision is worth making

The answer is simple — BALANCE. Outline the range of issues that should be automated to make the client comfortable. Typically, these are operational tasks: receiving and paying for orders, sending messages with commercial and transport invoices, the possibility of online recording, technical support, and so on.

3. Speak honestly: both about victories and about losses

Everyone says that he has the best product, the lowest price, a crystal clear reputation and an uncompromisingly high level of service. Such words are water that flows somewhere but does not reach the client’s ears.

Give the product an honest assessment. Do not be afraid of criticism and self-criticism. Do not be afraid of irony. Be frank (as much as possible).

What could be the reaction

Silence. Often, institutions do not want to respond to comments: they are not sure that they can defend their position, they do not monitor the references, or simply do not know how to behave.

The formal answer. Sometimes in the service sector, they say something like this: “Thank you for your appeal, we will take it into account and we will become better.”

The solution to the situation. The most honest way to interact is to frankly write that you have made a mistake. It is better to admit this, and then offer a discount or a compliment from the company at the next visit.

That is, the general idea:

People cannot help but make mistakes. A crystal clear success story is suspicious: you are probably just hiding flaws.

You should not manipulate. Honesty is a new business reality.

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Today that’s not news at all that Internet marketing is a powerful tool that helps to increase sales volumes, regardless of the field of activity. Those entrepreneurs who have not felt an increase in profitability in their business, either do not use Internet marketing in a complex or rely on promotion channels that could effectively influence their target audience.

In this article, we decided to deal with the misconceptions in Internet marketing, which many successful entrepreneurs for some reason continue to trust, not understanding why there is no expected result.

Myth # 1: People choose your product or service because it’s cheaper

Good prices will not declare themselves. If you guarantee the lowest prices in the market, but no one knows about you, all your efforts are in vain. If you add promotion costs to the prime cost, then the price will have to be increased. Moreover, a customer who focuses only on price is the most unreliable customer in the world, your brand and your loyalty are not important to him. Your competitors will reduce prices by one dollar and he will go to them. Attract customers by other methods: choice, additional services, bonuses, increase confidence in your company.

Myth # 2: Sales directly depend on the number of visitors to the site

The audience and the target audience are different things. A lot of clicks does not mean that all visitors will become your customers. Do not spray on groups on social networks with a common theme, on sites that have nothing to do with your business. Better focus on highly specialized portals, perhaps not as popular, but effective, those that will give you potential customers.

Myth # 3: We sell well without marketing

It’s difficult to imagine modern business without marketing because marketing is a knowledge system that helps businesses grow. Marketing is not about the visitor coming to the site, you need to work with the visitor, understand, carry away, bring to the deal. And in a crisis, even only strong brands survive that have a clear program for promoting their products on the market.

Myth # 4: Mass emailing is ineffective

This is actually not the case. If your newsletter is not personalized, not adapted for mobile gadgets, has no information value, you send letters at an inconvenient time of the day, they are too long and with a complex design — you are right, mass emailing is ineffective. In all other cases, the newsletter allows you to build trust with a wide audience with a minimum of costs.

Myth # 5: We made a cool site, we can relax

A good site is only the beginning. Getting targeted traffic is not so simple. This is followed by work on testing and analytics, the development of approaches and the study of channels. SEO, PPC, Google Analytics, work with social networks, a complete analysis of user actions on the site is only part of the work, so your main task is to analyze and optimize the process, to increase sales.

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Imagine life without having to worry about such data. And this applies not only to individuals, but also – and, maybe, even above all – to business. For example, a company will be able to check the entire professional history of a newly hired employee within a few seconds by pressing a button on the computer that opens the application based on the blockchain technology.

Thanks to this technology, the bank will also have an easier task. He will be able to quickly confirm the identity of the client who applied for the loan, without the need to carry out complex procedures, which in some cases may not work.

The blockchain technology always gives us a 100% certainty that we are dealing with the right person. It is important to note that it should not disclose details to third parties, often under the condition of special data protection, which should be accessible to standard user authentication systems.

This is possible due to the fact that the blockchain technology uses more than one large database that provides the necessary information, but from a decentralized system for managing user identities. Such a system creates a digital wallet that acts as a specific type of storage. It contains a complete set of personal and financial data and all other information that can be transferred only after a specific system request and only with the consent of the owner of this data.

The heart of this system is the solution behind the abbreviation DLT (distributed register technology). In combination with verification of the digital identifier, the DLT solves the problems associated with the need to provide personal security data in case you need to quickly confirm the identity of the user when the entire operation, such as financial, is performed in real time online. In these situations, the blockchain technology demonstrates its advantages and is irreplaceable.

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But even without extreme measures, the potential impact of the program is very large. For example, being a presidential candidate in 2016, Hillary Clinton performed a CT scan of the lungs. She confirmed the presence of pneumonia, rather than a more serious illness. This partly reassured the public, which allowed it to continue the political race.

The team created malicious software that allowed malignant neoplasms to be automatically added to CT scans and MRI scans even before the results reach the decoding for radiologists. In the experiment, scientists used real scan results easy and changed 70 of them to deceive doctors. And they succeeded. In 99% of cases, doctors were wrong if the picture had “fake” tumors. When the program removed them from the scan results, the doctors changed the verdict in 94% of cases. Even when the doctors were informed about the experiment and provided new real and modified scan results, they were still wrong in most cases.

The experiment was conducted on the example of lung cancer, but the malware can also harm other diagnoses – brain cancer, heart and blood vessel diseases, spinal injuries and many others. Scientists emphasize: the main problem of security in medical equipment and internal networks and databases of hospitals that do not use encryption and digital coding.

One of the hospitals tried to use encryption, but set it up incorrectly, as a result of which access to the images was still maintained, the authors clarify. To implement software, developers do not even need physical access to hospital networks. Everything can be done via the Internet.

As an example, the authors of the study in 30 seconds introduced a virus into the network of an Israeli hospital. And none of the medical staff found this. The obvious problem may remain unresolved for a long time, some skeptics say. Many medical institutions do not have the means for more secure equipment, and some infrastructure in principle will not be able to support new encryption technologies.

The practice of screening tests and tests that are carried out for each disputed case and in preparation for an operation somewhat limits the danger. This will help to eliminate the obviously false data, however, it is obvious that at the first stages of diagnosis the potential stress for the patient is provided.

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