Are you curious about growth hacking? Interested in finding out how you can use a lean launch or 'boot-strapping' approach for your startup? This presentation will cover low to no cost startup growth techniques with push, pull, and product tactics and hot digital marketing trends.

1. Growth Hacking
For Your Business:
A How-To Session
February 2015
Presenters: 4EyedMedia.ca
Angela LaGamba & Bobby Dhillon @4EyedMediaTO
@AngelaLaGamba & @BobbyDhillon #4EMTO

2. Today’s Un-agenda
 Digital Marketing Trends
 Startup Growth Techniques
 Q&A Session

3. Digital Marketing Trends
Exciting Predictions for 2015
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

4. Content Marketing
 Money from PPC, SEO and social
media will be allocated to content
 90% of organizations use content
marketing
 Businesses with blogs generate
organic traffic and lead
generation

5. Social Media Marketing
 Solid and effective distribution
platform
 Strong B2C interaction
 88% of marketers use LinkedIn as a
solid B2B marketing platform
 Instagram has grown to over 200
million users and leveraged by
businesses as a preferred image-
sharing platform

6. Native Advertising
 Ads embedded in Facebook NewsFeed or Twitter stream
 Closely resemble organic content
 More likely to get clicked (higher click rate) vs. historical
banner display ads
 Increased importance as it moves towards relevant
content
 Suitable for mobile advertising with improved ads for
smaller screens
 Spending: ~$7.9 billion (2014) and grow to ~ $21 billion
(2018) – BI Intelligence

7. Growth Hacking
 Term coined by Sean Ellis in 2010
 Marketing technique & mindset by
technology startups using a lean launch
model
 Main Focus: Growth first, budgets second
 Uses low-cost & innovative alternatives –
social media, viral marketing, SEO,
content marketing, website analytics, A/B
testing
 Used by: Twitter, AirBnB & Dropbox

8. Responsive Web Design
 Term coined by Ethan Marcotte in
2010
 Adapting a single website’s layout for
different screen resolutions using fluid
grids that resize for different screen
sizes for multiple devices
 Start big and then reduce
 Pros: Single website URL, easy SEO
and marketing, low cost
 Cons: Technical problems with slow
loading, mixed user experience

9. Mobile First Design
 Developed by Luke Wroblewski in 2009
 A strategy & approach to writing code aka
progressive enhancement
 Design for smaller screens (mobile) first, then add
more features & content for larger screens (desktop,
tablet)
 Large audience – 1.2 billion+ global mobile web users
& 25% of mobile web users are mobile-only in U.S.
 Pros: Better user experience and ranking
opportunities, loads faster
 Cons: Multiple URLs, more maintenance, not
universally compatible

10. Near Field Communications
 Digital payments and
contactless services gain
traction
 50% of smartphone users
expected to use mobile
wallets as preferred payment
method by 2017
 Biggest entry to market:
Apple Pay

11. Wearable Technology
 Hot launch expected in 2015:
Apple's iWatch
 79 million+ estimated
wearables sold in 2015

12. Internet of Things (IoTs)
 4.9 billion connected 'things' will
be in use in 2015, reaching 25
billion in 2020
 $40 billion will be spent
designing, implementing, and
operating IoTs in 2015

13. Startup Growth Techniques
Tactics To Grow Your Business
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

14. 3 P’s To Getting Visitors
Pull – entice & incentivize visitors to you – e.g. infographics
Push – more aggressive attention seeking – e.g. PPC banner
Product – friends invite users to use your product e.g. referrals

15. Pull Tactics
Entice & incentivize visitors to you
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

16. Blogging or Guest Blogging
 Build your audience & have
flexibility over content
 Gently pull people in start a
new post with a bio that links
to your product
 Focus posts on something
emotional, trendy,
educational, enjoyable, or
surprising

17. Podcasting or Guest Podcasting
 Inbuilt distribution mechanism
with podcast listening apps
 Select & dominate a narrow
niche
 Create an educational course
on relevant topic for your users
 Be guest on podcasts & use
episodes in a drip campaign for
your product

18. E-Books, Guides & Whitepapers
 High perceived value
 Great for social media sharing
and content marketing
 Become a thought leader as
an author
 Ask for an email address in
exchange for downloads
 Used by: MailChimp

19. Infographics
 Visual image used to
represent information or data
 Displays expertise, aesthetic
taste, appeals to short
attention spans
 Tips: good topic, right data,
strong story, great design
 Distribute to your users or a
marketplace (e.g. Visual.ly)

20. Webinars
 Live online seminars
 Exclusive (limited seats),
scheduled and live (important
information), interactive (build
connections), create value
(educational)
 Special promotion & drives
traffic
 Used by: Unbounce

21. SEO – Content & Code
 Create content + become an
authority in your topic + rank higher
on keywords
 Content: Produce quality content
over a period of time
 Code: Optimize links with keywords,
H1 tags labelled, updated sitemap,
use Schema.org tags for content
 Used by: Udemy by transcribing
course videos into text for SEO

22. Social Media
 Twitter, Facebook, Tumblr
 Know your audience
 Focus on long-term value building,
engagement, interesting content
 Leverage as a customer support
tool
 Amplify content from other tactics
 Used by: Skittles + shows every
mention of the word "Skittles' on
their Twitter homepage

23. Contests
 Drive new traffic to your product
 Give away meaningful prizes –
experiences, goods & services
 Hand out 1st
, 2nd
& 3rd
place prizes
 Generate lots of noise online on
your channels when winners are
announced
 Used by: AppSumo

24. App Marketplaces
 New channels: Apple App Store, Google Play
Store
B2C App Marketplaces:
 Your company made an app for a consumer
 Tips: Reviews matter, great screenshots,
careful app naming, wide channel promotion
B2B App Marketplaces:
 Your product can be used for business
 Tips: Promote across your other channels,
integrate with other products, reviews &
screenshots matter
 Used by: Salesforce – AppExchange - B2B app
marketplace

25. Push Tactics
More aggressive attention seeking
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

26. Purchase Ads
 Understand the ad platform network options:
 Mainstream (Facebook, Google Ad Words)
 Corporate (LinkedIn)
 Niche (target specific verticals
withcarbonads.net or decknetwork.net)
 Mobile Users Only (tapjoy.com)
 Retargeting = the ability to track users to your
site & show your ads only to those people as
they browse around online (adroll.com,
perfectaudience.com or retargeter.com)
 Tips: Have a strategy, learn the technicalities
of the platform, use various and multivariate
testing

27. Cross-Promotions
 Cross promote with other
companies already serving your
target demographic
 Swap Facebook posts, tweets,
email messages, ‘sponsored by’ e-
newsletter, ad space, pre-roll
video swap, or giveaways

28. Product Tactics
Friends invite users to use your product
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Connect With Us

29. Network Invitations – Email Contacts
 Import your email
addresses
 Build your initial website
or app traffic
 Used by: LinkedIn

30. Network Invitations – Social Contacts
 Use Facebook Connect
as your product login
 Fewer clicks & less friction
for end user
 Ask them to invite their
friends later
 Used by: Facebook

31. Social Sharing Strategy
 Make it easy for users to
share each & every post
with your social connections
 Use code snippets can be
copied onto your site’s
code
 Think of where your traffic
comes from – leverage
those sites
 Used by: Blogs

32. Questions?
Thank You!
@AngelaLaGamba @4EyedMediaTO
@BobbyDhillon #4EMTO
Keep In Touch!

33. Sources
For Nerdy, In-Depth Knowledge

34. Sources – 1
Digital Marketing Trends:
http://www.cmo.com/slide-shows/slide_show_11_top_ma.html
http://www.forbes.com/sites/onmarketing/2014/12/18/five-digital-marketing-predictions-that-
fizzled-in-2014/
http://www.business2community.com/digital-marketing/12-mistakes-digital-marketers-shouldnt-
make-2015-01114730
http://www.business2community.com/digital-marketing/can-2014-digital-marketing-trends-
inform-2015-marketing-strategy-01107715
http://www.clickz.com/clickz/column/2386659/10-digital-marketing-predictions-for-2015
http://www.mediapost.com/publications/article/241394/what-digital-marketers-can-expect-in-
2015.html
http://www.businessandleadership.com/small-business/item/48967-ten-digital-marketing-resol
http://vsr.edgl.com/reseller-news/15-Digital-Marketing-Trends-for-201597496
http://www.sociallystacked.com/2014/12/2015-digital-marketing-trends-infographic/

35. Sources – 2
Cross Promotions:
http://www.inc.com/magazine/19970601/1259.html
Facebook Predictions:
http://www.insidefacebook.com/2014/12/23/2015-digital-marketing-predictions-for-facebook/
Growth Hacking:
http://www.quicksprout.com/the-definitive-guide-to-growth-hacking/
https://growthhackers.com/
Infographics:
http://blog.hubspot.com/marketing/best-infographics-2014
http://www.entrepreneur.com/article/240895

36. Sources – 3
Mobile First Design:
http://moboom.com/blog-post/what-is-mobile-first-design-and-why-should-i-
care/e14c121f-f539-aa88-23a1-5217e7b71283
http://designshack.net/articles/css/mohttp://ow.ly/H719V bilefirst/
Responsive Web Design:
http://blog.digitaltutors.com/mobile-first-vs-responsive-web-design/
http://designmodo.com/responsive-design-vs-mobile-website-vs-app/
Social Media Integration:
http://webdesignledger.com/inspiration/55-examples-of-beautifully-integrated-social-
media-links-in-web-design