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Growth Hacking

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Ocak 2015

Serkan Köse  yeni bir  gönderide  bulundu.

5 Psychology Studies That Will Help Growth Hackers Achieve Real Results

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Growth hacking is widely misunderstood and commonly referred to as simply glorified marketing. Some professionals have gone as far to suggest that growth hacking is BS while others have proclaimed that growth hacking is one of the most important shifts in thinking for marketers since the rise of social media.
After spending time studying the habits of some of the best, I’m not as quick to draw the line in the sand and state that growth hacking is a load of crock. In fact, I’m a believer that the idea of growth hacking and a marketer’s ability to leverage the growth skillset is a differentiator for marketers looking to have a sustainable career in the future.

While marketing and growth hacking might be different by definition,they share one thing in common – driving results. And one of those results more times than not tends to be linked to a marketer’s ability to influence the behavior of humans As distribution and communications channels continue to be reinvented, it’s those that understand how people behave online that will have the power to influence where they end up.

Growth hackers have a unique knowledge of product development, distribution, and the talent to unlock technology-based opportunities for growth that often go beyond traditional expectations. The best growth hackers think like a marketer as it relates to influence but obsess over the idea of driving user growth. And the best marketers of our time lean on psychology to help them influence and convert prospects into paying customers.

In both roles, human psychology plays a big part in achieving success. If you don’t understand how people think, customers’ react and what drives attention – you’re likely to fail as a marketer and a growth hacker. Here are five psychology studies that expose key insights to help growth hackers achieve real results:

1. Regan’s Reciprocity Experiment
Let’s begin with the simple concept of reciprocity. I give something to you and you feel obligated to return the favor. Marketers have been using the idea of reciprocity to influence human behavior or years.
In 1971, Professor Dennis Regan at Cornell University demonstrated the power of reciprocity in an experiment where subject were asked to rate the quality of chosen paintings as part of an experiment on “art appreciation. ” In the experiment, subjects were asked to rate paintings with a partner. Unknown to the subjects, their partner, Joe, was in fact the research assistant.
In each exercise, Joe would behave the exact same, including leaving the room for a brief period of time and returning a little while later. For some, he would bring back a soft drink. For others, he would return with nothing.
At the end of the exercise, Joe asked the subjects to do him a favor and purchase raffle tickets from him for a quarter each. The subjects who had received a soda were far more likely to purchase tickets, even though the tickets were far more expensive than the value of the soda.

Growth Hacking Takeaway
The concept of reciprocity is just as important for growth hacking as it is in marketing. You can do this easily by developing product features that your clients want and using distribution channels that your clients expect, such as social media. Without a value offering, how do you expect to successfully move users through the growth funnel from visitors to active members?
You must first give something of value in order to receive something in return. One reciprocity tactic that works well for growth is the idea of providing a “value add” whenever a user signs up or registers for your product. Once you’ve provided this value, the customer will feel connected and potentially fall into a similar situation as the subjects in the Regan Reciprocity Experiment.
For example, if a user signs up for the free plan associated with your business; take this as an opportunity to provide value they didn’t expect in the form of an eBook or an extra seven-day trial of your product. Communicate this surprise value add either through email or directly on your website when they sign up.

2. Freedman and Fraser’s Compliance Experiment

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(Via Persuasion & Influence)

Many years of psychological research demonstrates that when people are asked to make a small commitment first, they are more likely to comply with a larger request down the road. In psychology, this is called cognitive dissonance. Once a person has committed to something it becomes part of who they are, how they see themselves, and how they want others to see them too.

In 1966, Jonathan L. Freedman and Scott C. Fraser conducted one of the first studies that effectively demonstrated the foot-in-the-door method. In this study, researchers contacted California housewives by telephone to ask them to answer questions about the household products they use. Three days later, the researchers called back. This time they asked the same housewives if they could send a number of men to the house for two hours to manually take account of the cleaning products in the home. The women who initially agreed to the smaller request were more than 2x as likely to agree to this larger request.

Growth Hacking Takeaway
When developing growth hacking strategies for your business, think about the customer lifecycle. Consider the moments within the customers’ lifecycle such as considering and develop a content marketing strategy that will deliver requests in the form of emails or call to actions at the end of blog posts. The more frequently a customer opens your emails, downloads your content or goes along with your request, the more likely they are to comply with a larger request like sharing your content & inviting their friends.

3. Kahneman’s Framing Experiment
The framing effect is a good example of cognitive bias. It says that people will react to a situation differently depending on whether they perceive the situation to be a loss or a gain. Daniel Kahneman and Amos Tversky are attributed with discovering the existence of many cognitive biases in the 1970s and 1980s. In one experiment, Tverksy and Kahneman asked two different groups of participants to choose between two treatments for 600 people infected with a deadly disease. In Group 1, participants were told that with Treatment A, “200 people will be saved. ” With Treatment B, there was “a one-third probability of saving all 600 lives, and a two-thirds probability of saving no one.” The majority of participants chose Treatment A because it was guaranteed to save lives. In Group 2, participants were told that with Treatment A, “400 people will die.” And with Treatment B, there was “a one-third probability that no one will die, and a two-thirds probability that 600 people will die.” This time, the results were opposite. The majority of participants chose Treatment B. In both experiments participants were presented with the same outcomes, the only thing that changed was the way in which the outcomes were framed.

Growth Hacking Takeaway
The way your frame your information influences how people will react to it.
Growth hackers will have more success when context is considered and you’re strategic in the language used in your content and messaging. How you frame your product needs to be a key consideration during all aspects of growing your business, from development, to design, to marketing.
An example of this in the wild is the approach LinkedIn takes to onboard their users. During the sign up stage, it’s essentially forced on you to fill out your profile, upload your photo, share your skills, insert your experience and upload or invite your contacts to LinkedIn with the hope of having a 100% completed profile. The growth hacking insight is found in the act of forcing invites before giving a user the 100% completion screen. Framing at its finest.

4. Kahneman, Knetsch, and Thaler’s Loss Aversion Experiment
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Loss aversion is another commonly referenced cognitive bias in marketing. Essentially, people tend to feel the negative effects of loss more strongly than they feel the positive effects of equivalent gains.
For example, if you won $500 in a community raffle, you’d be pretty happy. But if instead you lost $500 in a community raffle the level of sadness you’d feel would be more intense than the happiness you’d feel on the flip side. According to Daniel Kahneman, and his colleagues Jack L. Knetsch and Richard H. Thaler, loss aversion can be applied even on small-value goods. In their 1990 experiment on loss aversion, they randomly assigned participants to either a “buyer” or “seller” group. Sellers were each given a mug. Buyers were given nothing. Later, participants were asked to trade with each other. The researchers found that the sellers required significantly more money to part with their mugs (around $7) than the buyers were willing to pay to acquire them (around $3).

Growth Hacking Takeaway
Growth hackers, using their unique knowledge of product and distribution, can use creative technology-based tactics to alleviate a customer’s aversion to either parting with their money, switching to your product, or both. Loss aversion can be achieved by offering risk-free trials, rebates, and pricing products strategically; avoiding additional surcharges, usage fees, and other additional low-cost expectations. Again, it comes back to your responsibility to ensuring the user experience is positive, demonstrating value for your product, and meeting customer expectations. Dissolve their fear of what they might lose by first understanding what those losses might be and creating a product that alleviates those fears from the start.

5. Asch’s Conformity Experiment
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Humans are social beings.

We aim to fit in and want to be liked. Psychologists call this conformity.
In a famous 1951 experiment, Solomon Asch showed that group pressure can influence people to make the wrong decision even if the right decision is obvious. Asch had college students participate in a “perceptual” task along with a group of other students, who were actually hired actors.
The participants were shown a card with a line on it, followed by a card with three lines on it, labeled A, B, or C. The college students were asked to say aloud which of the three lines matched the length of the first line that had been shown. In each of Asch’s experiments he instructed the actors to give the wrong answer. The result? A large percentage of participants followed the majority and chose the wrong answer. Only when one acted as a “dissenter” and gave the right answer did the power of the majority influence weaken.

The Takeaway
Growth hackers can use the idea of conformity to their advantage.
Conformity is one of the oldest growth hacking tricks in the book. If people see other people using a product, they are more likely to also consider the product and adopt. For example, when Fab.com was first released in the wild, it was evident in their ability to spark users to send invites with the hope of earning early access that they figured out the right formula. Users from all over the world were sharing Fab.com links and on the hunt for invites. Identify key influencers and industry leaders and get them to use your product. Encourage them to tell their network about the value in your product and take their advice and critiques and make adjustments and improvements as needed. The more authority you can attach to your product the more likely you are to achieve growth from the start.

Conclusion
No matter if you’re looking to acquire users for B2C industries or B2B industries, the fact that you’re speaking to humans cannot be ignored. As such, the study of human behavior and psychology must be understood to truly recognize the opportunities that exist for converting strangers into customers.
Growth hacks that leverage human insight and psychological triggers are those that can result in significant result. The studies we’ve discussed are just the tip of the iceberg as it relates to the other psychological influences that can help a growth hacker go from developing a mediocre idea to developing a great one.

Kaynak:blog.clarity.fm/5-psychology-studies-tha. . .
Ocak 2015

Growthackingsk  yeni bir  gönderide  bulundu.

Derinlemesine Growth Hacking

Son zamanlarda sıklıkla karşılaştığımız “Growth Hacking” eldeki verileri iyi değerlendirerek ve uygun metrikleri uygulayarak girişiminizin ileri taşınmasını sağlar.Peki geleneksel pazarlama yönteminin dışında “Growth Hacking” e bu kadar başvurulmasının sebebi ne?
Aslına bakarsanız bunun cavabı oldukça basittir.
“Kısa sürede girişiminizin Growth Hacking methodlarıyla ulaşılması istendiği seviyeye gelmesi”
Hacker kelimesine bakıldığında günümüzde kötü anlamlar çağrıştırabilir. Growth hackinge karşı olumsuz tavır almanızı gerektirecek bir durum yoktur çünkü Growth Hacking
pazarlama ile alakalıdır. Ortaya çıkan problemleri var gücüyle çözmeye çalışan ve bu problemleri çözerken her türlü metriği ve stratejiyi kullanan kişidir Growth Hacker.
Peki Growth Hacker Hangi yolları Kullanır ;
  • Viral Yayılım

Daha fazla kişiye ulaşmak için içerik servisinizi iyi yapmalısınız.
  • Ödemeli Yayılım

Ödemeli yayılımda en önemli nokta potansiyel müşterilerinizin hangi sosyal mecrada daha fazla bulunduğunu tespit etmektir.
  • Satış Ekibi

Growth hacking sürecin nasıl ve hangi stratejilerle yürütüleceğini belirledikten sonra bu süreçte bir satış ekibine ihtiyaç duyulur.
  • İçerik Pazarlaması

Uygun yöntemlerle kullanıcı trafiğinizi artırmanız gerekmektedir. Gerekirse blog yazıları ya da sosyal medyada ki paylaşımlar bu konuda size yardımcı olacaktır.
  • E-Mail Pazarlama

Potansiyel müşterilere ulaşırken mevcut müşterilerden en fazla verimi almak için e-mail pazarlaması düşünülebilir.
  • SEO

Arama motorlarında daha iyi konum kazanabilmek için bu konuya önem vermek gerekmektedir. Star-up’ lar için anahtar kelimelerin doğru belirlenmesi çok önemlidir.
  • A/B Testleri ve Analizi

Bu testleri sayesinde yakaladığınız trafiği doğru analiz etme şansı bulursunuz. Bu analizlerle yeni stratejiler geliştirerek güçlenmeye devam edersiniz.
Kaynak:sosyalkilavuz.com/derinlemesine-growth-h. . .
Aralık 2014

Growthackingsk  yeni bir  gönderide  bulundu.

Growth Hacking ve Geleneksel Pazarlama Arasındaki Fark

Özellikle start-uplar tarafından tercih edilen ve popülerliği her geçen gün artan Growth Hacking terimi, hala bazı pazarlama uzmanları tarafından benimsenemedi..Growth Hacking yöntemleri ile, geleneksel pazarlamaya nazaran daha hızlı, sürdürülebilir sonuçlar elde etmeniz mümkündür.

Özellikle Amerika, Filipinler ve Hindistan gibi(yazılımın ve SaaS çözümlerin geliştiği ülkeler)Growth Hacking yöntemlerine sıkça başvurulmakta.

Growth Hacker aslında pazarlamacıdır, fakat mücadele etmesi gereken birçok problem, yorumlaması gereken metrikler ve kullanması gereken onlarca araç ile diğerlerinden ayrılır.

Growth Hacker'ı diğerlerinden ayıran durumlar ve özellikler neler mi? Birlikte bakalım

İlginizi Çekebilir:Start Up’lar İçin Growth Hacker
Start-up'lar fazlaca belirsizlik içerir
Girişiminizin ilk safhalarında, hedef kitlenizi, müşterilerin sizden beklentisini, marketin ihtiyacını ve pazarlama kanallarınızı belirleme konusunda zorluklar yaşayabilirsiniz. Fakat kurumsallaşmış firmalarda, bu süreçler çoktan hallolmuş ve pazarlama yöneticisi sadece arabayı daha hızlı sürmek üzere kafayı yormaktadır...

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Her Start-Up'ın Büyüme Potansiyeli Vardır
Yapılan araştırmalar ve genellikle koyulan hedefler, start-upların her ay %20 büyüme gösterdiğini ifade ediyor. Fakat kurumsallaşmış firmalar da aylık %5'lik büyüme, güzel bir prim almanız için yeterli olabilir. Bu noktada kurumsal firmada çalışan pazarlama yöneticisi için önemli bir problem beliriyor?

" Kurumun belli bir olgunlukta pazar payı ve penetrasyonu var... Daha fazla kişiye ulaşmak için başka ne yapabilirim? "

Growth Hacker ise, yukarıdaki durumu, daha az kaynak ve bilinmezlikler ile hedefleyerek stratejiler geliştirir.
İlginizi Çekebilir:Minimum Maliyet ile Girişiminizin Büyümesini Hızlandırın
Growth Hacker'ın Kaynaklara Ulaşması Kısıtlıdır
Çoğu kez kısıtlı kaynak ile kurulan girişimlerin başarılı olması için kısa sürede kendisini tanıtması ve sunduğu çözüm ile ilgilenebilecek, olabildiğince fazla kişiye ulaşması gerekmektedir. Ürün bağlılığı yaratmak trafiğin satışa dönüşmesi için önemlidir. Buda, kısıtlı kaynakları etkin kullanarak, potansiyel müşterilerinizi eğitmek ile mümkündür.

Gowth Hacker'lar analatik güçlerini, ürün mühendisliği ve yaratıcılık özelliklerini kullanarak, organizasyon için önemli görülen metrikleri yukarılara çekmeye çalışırlar.

İlginizi Çekebilir:Growth Hacking Teriminin Detayına İnelim

Buraya kadar ki kısımda "Zaten yapıyorduk bunları.. " dediniz mi? Çok normal, çünkü bu prensipler yeni değil, yeni olanGrowth Hacking algısı. SEO ile haşır neşir olan, analatik verileri doğru yorumlayan ve etkin sosyal medya yönetimi yapabilen ekip ucundan da olsa bu kapsama girebilmekte. Ancak herşey tabiki bunlarla sınırlı değil...

Growth Hacking ile Organizasyonunuzu Hedeflediğiniz Yerde Görmek İstiyorsanız, Daha Fazlasına İhtiyacınız Var.. Keşfet!
Kasım 2014

Serkan Köse  yeni bir  gönderide  bulundu.

How to go from $0 to $75,000/mo. without taking on an investor or hiring a single employee

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In case you didn’t know, we (Talkroute) declined our acceptance into a well-known accelerator, and a lot of people thought we were stupid. Even after I published a ridiculously long blog post explaining why we said “no thanks, ” the skeptics remained, well, skeptical.
But today, right here on VentureBeat, I wanted to share a little secret.
Within six months of declining Techstars, we went from $0 to $75,000+ per month with no outside investment and without hiring a single employee.
My cofounder, Eric Howey (yes, we are related), and I worked heads-down on scaling the bejeezus out of Talkroute and, just like Thomas Edison’s lightbulb extravaganza, found 10,000 things that didn’t work — and three things that worked quite well.

Customer Acquisition: A tactic Google hasn’t blocked yet that got us thousands of customers for $0


As you know, Google loves unique and relevant content. So, when the fate of Google Voice was unknown back in May, we seized the opportunity to write a blog post about Google Voice alternatives.
Fast forward to today, that blog post has been read 180,000+ times over five months, resulting in 17,000+ sign-ups. And it still generates 1,000 – 2,000 sign-ups per month.
Oh, and the cool part is that it cost us $0 (we wrote it ourselves), and it took us under four hours to go from random idea in the shower to a real live article on our blog (side note: we used the Yoast WordPress plugin to quickly markup the meta info and make the post a bit more SEO friendly; this only took a couple minutes).
The slow death of old school black-hat SEO tricks actually presents a surprisingly compelling opportunity: For the first time ever, you can feel confident that investing your time crafting unique content that is relevant to recent events in your industry will be justly rewarded by the Google gods!
So, what are the takeaways?
  • A corporate blog can generate a lot of business.
  • Monitor the news and voice your opinion on what is going on in your industry.
  • Small corporate blogs from new startups can actually rank pretty well on Google.
Customer Service: The trick we use to support 5,000+ paying customers for less than one hour a day

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Nothing against Tony Hsieh and Zappos’ customer service, but delivering a big bundle full of happiness can send young startups down the wrong path.
Rather than viewing customer service as an inevitable byproduct of having customers and immediately focusing on hiring someone to “handle that stuff, ” we decided to obsess over making our UI and product documentation so awesome that no one needed to ask us anything, ever.
Ok, obviously there are going to be questions from time to time, but the point is, we kept testing and tuning our UI until we reached the lowest number of inquiries possible (side note: had we not bootstrapped our company, I question whether we would have been as incentivized to take this approach).
When we first launched, we only had ~100 beta users, and they were peppering us with 70-80 customer support tickets per day!
Now, with 40,000+ users, we address an average of 40 tickets per day (80% of which are via email), taking an average of 1-2 minutes per ticket to address. And 90% of those tickets are pre-sales questions.
So, what’s the takeaway?
  • You don’t need to Zappify your customer service situation just because that’s what all the cool kids are doing.

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Pricing Model: How to increase the price of your service without pissing everyone off

We used to have a multi-tiered pricing structure that started at $9.95 for 500 minutes a month and went up to $199.95 for 10,000 minutes a month.
Pretty much every SaaS startup on planet Earth does tiered pricing, and when we launched we followed industry protocol. Why reinvent the proverbial wheel, right?
Wrong.
When we looked at our conversion funnel, we noticed that people were spending a ton of time on the payment page and that an embarrassingly high number of people decided not to buy.
Long story short (you can read the long story version I posted on our blog if you want more of the details), we learned that a lot of people weren’t converting because they didn’t know which tier to pick — a classic paralysis by analysis predicament.
So we talked to customers, did the math, and launched a $19.95 flat-rate, unlimited-minute plan (with a reasonable use policy for protection), and our conversion rate immediately jumped up.
The thing is, the majority of our original customers were paying $9.95 a month, so how did we break the bad news that we had to increase their price?
Simple. We didn’t increase their price.
We spent a considerable amount of time and energy debating strategies on how we were going to break the bad news until we realized that the incremental dollar value of that disruptive change did not exceed the risk of a few vocal angry customers.
So, what’s the takeaway?
  • Think of your customers as micro-investors in your startup. There are times when it is okay to cut them a deal in order to keep a good working relationship for the long term.


Final words

As cool as it sounds to bootstrap a tech startup from 0 to $75,000+ per month in six months without taking on an investor or hiring a single employee, there were 9,997 mistakes we made in order to end up with those those things we mentioned above that worked out well.
We are proud of our growth, but do you think that being part of an accelerator like YC or Techstars would have allowed us to grow faster?
Let me know in the comments …

Paul Howey is the cofounder of Talkroute, a Chicago-based startup that helps small companies sound like a big companies when customers call.

Orjinali için: venturebeat.com/2014/11/02/how-to-go-fr. . .

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