What is Growth Hacking?
When we talk about Growth Hacking, we are referring to a set of actions that will guide faster growth than is traditional for most companies.
This strategy is widely used and has become a fever in innovation entrepreneurship, being widely applied in startups, marketing, and information technology.
It aims to find shortcuts (hacks) that can accelerate business growth.
This, in turn, can be expressed in an increase in the number of units, an increase in revenue, or in brand recognition.
In fact, the purpose of Growth Hacking is to subvert the traditional logic of the gradual development of an enterprise, finding gaps and opportunities that allow leaps in growth.
How is Growth Hacking applied?
The methodology is very focused on experimentation.
Thus, it values empirical knowledge when making decisions about which strategies need to be discarded, which ones should remain and even raising those that should be implemented.
In practice, it brings together several actions that, by themselves, do not represent a novelty, but that, if used together, can bring surprising results.
Anyone who wants to apply Growth Hacking in their business must first stop and analyze the company’s main bottleneck, always asking themselves: what could be a lever for my growth?
Or even: what, within the daily life of the organization, has been an obstacle, limiting the potential for business expansion?
By identifying your area of focus, it will be possible to raise possible solutions to optimize production, making the process faster, easier or cheaper.
For this to work, it is necessary to establish collaborative management, invest in honest and constructive communication, be capable of listening to everyone and prioritizing the best ideas.
Based on the team’s inputs, the Growth Hacking manager will devise the simplest ways to develop the practice, simulating all hypotheses in a controlled environment.
You need to make sure that these tests serve as a learning, and that everyone can see what went right and what went wrong at each stage of the production process.
It will only be possible to guarantee that the efforts of experimentation have paid off if special attention is devoted to observing and recording successes and failures, learning more with each step taken.
Growth Hacking will be complete if all this knowledge acquired during experimentation serves to implement new, more efficient flows.
Still, it is important that all learning inspires new tests, in order to guarantee continuous improvement and constant growth.
How does Growth Hacking apply to Digital Marketing and SEO?
As a methodology, it is true that Growth Hacking can be applied in the most different functions and areas of knowledge.
Still, we cannot deny that this is a technique that was born out of marketing, within the department of the (then) startup Dropbox.
Therefore, it is not difficult to imagine how Growth Hacking can leverage a company’s digital marketing.
That’s because this is an area that naturally uses a lot of experimentation and is focused on business growth.
The challenge lies in transposing this mindset with a focus on innovation, which is already characteristic of marketing, into actions that can impact results from different angles.
It all starts with good brainstorming, the famous brainstorming, in a relaxed atmosphere, in which employees feel free to give their opinion and suggest actions.
From this, it is necessary to establish priorities among these suggestions that will inspire the tests, documented to enable further analysis.
The test is then carried out on a reduced scale, in order to have the least possible impact on production, in what has been called the Minimum Viable Test .
When we talk about Search Engine Optimization ( SEO ), optimization for search engines on the internet, the need to experiment with different hypotheses before setting a path becomes even more evident.
And we realized that the process that is conventional for SEO is very similar to what the Growth Hacking methodology dictates.
The starting point is to prepare a plan, raising the strategies (keywords, in this case) that will be applied for short, medium and long-term results.
Having identified the terms of head-tail and long tail, the experimentation phase begins, in which the content will be produced and refined.
From the second month onwards, the first results of more broadly competitive keywords (head-tail) may begin to appear, and by the end of the first semester, results may already appear from efforts with more specific terms (long-tail).
It doesn’t matter what the result (or lack of one) is: Growth Hacking for digital marketing will be effective if the content manager is able to analyze data and, from there, promote change.
How can Growth Hacking make my business grow?
Created within the startup culture, Growth Hacking takes an analytical approach to strategize and making decisions.
It is part of the professional’s day to day to constantly evaluate the results, via sales funnel conversion metrics or the good old qualitative satisfaction survey.
His main objective is precisely the growth of the company.
And to achieve it, you must be willing to seek solutions outside your comfort zone.
To achieve his goals, he will make and remake strategies and test numerous hypotheses, always looking for creative and low-cost solutions to reach innovation.