How to bring your business to the next level - in times of a crisis.

What feels like a crisis for somebody that lost their job due to Corona, is a moment of opportunity for someone else. A period where businesses take the time to find new ways to sell their products, broaden their customer base, or come up with a new digital approach. A time where new graduates are on the brink of a depression because job opportunities have hit a historical low.

But how can you make sure that you will keep developing yourself, besides learning a language or baking a cake? It’s a matter of looking around you. Now that businesses are able to reflect on how they sell their products or what their current position is within their niche, the term Growth Hacker is more relevant than ever. And if you have your own business how do you know what a Growth Hacker adds to your position compared to competitors? I will explain why you should’ve hired a Growth Hacker yesterday and help you understand why you should become one.


Hiring a Growth Hacker or a Growth Manager rather than a digital marketer is best-suited to early-stage start-ups or scale-ups who need massive growth in a short period of time on smaller budgets. Andrew Chen introduces the term to a wider audience in an article, titled Growth Hacker is the new VP Marketing, in which he wrote growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of how do I get customers for my products?’ And answers with A/B tests, landing pages, viral factor, email deliverability, small short experiments on how to generate more website traffic”.

So here are all the reasons why an early-stage start-up should hire a Growth Hacker/​Manager:

Deriving product-market-fit:
A Growth Marketer helps in identifying early adopters of your product, putting your product in front of the right set of audience who will pay for the product/​service. For the Growth Marketer, it’s not just about putting it in front of as many random people possible who might or might not pay. By gathering continuous feedback and using multiple iterations and significant revisions of the product, the aim of the growth hacker is to attain the stage where the product becomes a must-have’.

Dropbox - Hacked its initial growth by providing additional storage to early adopters who referred friends; the ones who would refer for extra storage were the ones really looking for a product like theirs.

Rapidly testing persuasive copy, campaigns, viral strategies:
Growth hacking is all about experimentation rather than a formula-based approach. Your Growth Hacker should be a master of writing persuasive copy. Running multiple tests simultaneously on the sales or ad-copy, running multiple campaigns at once to arrive at the best-performing ones is the job of your Growth Hacker. This will justify spending only on the best copy and the best campaigns.

Optimising landing pages and campaigns:
Your Growth Hacker is a UI/UX rockstar who will design highly engaging and converting landing pages. This is established by the ability to run multivariate A/B tests to optimise copy, images, email capture pop-ups, call-to-action, APIs and plug-ins. A white label SEO service company, The HOTH, tweaked their landing page to gain 844% increase in opt-in leads by optimising the value proposition and elimination all unnecessary elements

Udemy - Changed its course page design from a clunky three-column design to putting the headline, subheadline and promo video front and centre, with a much more obvious CTA button to make the value proposition seemingly clear, which increased the click-through rate by 246%.

Qualified lead generation:
A Growth Hacker will define the marketing funnel specific to your business by designing lead magnets that convert. Differentiating huge traffic from quality leads is the factor which helps to lower CPL {cost-per-lead} A growth hacker will be able to drive enormous traffic and generate qualified leads through a multi-channel strategy by the integration of earned, owned, paid and shared media, in a way that optimises costs.

AirBnB - Was able to drive major initial traffic by redirecting craigslist vacation rental traffic to their own site through a few Web hacks and setting up automated emails to visitors already looking for vacation rentals. The traffic and thereby booking conversion exploded when they ‘optimised’ their content by offering free photography services to listings.


Driving increased conversion rates:
Traffic and leads become nothing but vanity metrics for your business if they do not convert into sales. A Growth Hacker will be able to nurture leads through email marketing or social, providing continuous value through case studies, webinars or even free consultation. A Growth Hacker is a conversion ninja who is able to use retargeting’ to convert leads like a pro.

Marketing automation:
Even the best funnels cannot explode growth at sale without marketing automation. A growth hacker will be able to design and implement viral loops which lead through lead magnets, nurture them through conversational automated sequences with an end goal of making quality conversion with the prospect likely to retain.

Product design-marketing integration:
The best growth hackers will design the marketing viral loop entwined with the very fabric of the product DNA. The product’s potential growth and the marketing funnel is built into the product’s feature itself rather than building an infrastructure to do a lot of marketing. Growth marketers are expert in building product features that work as a marketing tool instead of buying’ a customer.

Twitter’s suggested users to follow’ feature is a quintessential example where the feature itself pushes the user to engage and hence retain (through data analysis, Twitter found out that a user is more likely to tweet and hence engage if he/​she crosses a tipping point of following nine users).

But before you hire a Growth Hacker, keep in mind that they are not a silver bullet. There is no magic switch you can flip to turn sales charts into hockey sticks. Anybody who tells you such a switch exists is probably trying to sell you something or has been very lucky. Of course, there are some quick wins that a Growth Hacker can help you with in order to get more awareness, traffic, leads and users. This might seem like magic from an outside perspective. But really, they’re just ways to get more people to pay attention.

Learn more about hiring a Growth HackerRead more blogs & articles
Guest blog by Rogier van Rossen

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