{"id":80507,"date":"2022-09-28T05:27:00","date_gmt":"2022-09-28T09:27:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=80507"},"modified":"2022-10-11T13:44:09","modified_gmt":"2022-10-11T17:44:09","slug":"growth-hacking-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/","title":{"rendered":"Growth Hacking: A Marketing Method for the Modern Age"},"content":{"rendered":"\n<p>Are <a href=\"https:\/\/www.shortform.com\/blog\/traditional-advertising\/\">traditional marketing<\/a> methods still effective? How do you make your product\/service stand out in modern markets? <\/p>\n\n\n\n<p>In today\u2019s fast-paced, high-tech world, old approaches to marketing no longer work. Large-scale, big-budget advertising campaigns are too slow and imprecise for the online world. Sean Ellis and Morgan Brown present the solution to this dilemma\u2014growth hacking marketing. <\/p>\n\n\n\n<p>Keep reading to learn about the growth hacking marketing method. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hack-your-marketing\"><strong>Hack Your Marketing<\/strong><\/h2>\n\n\n\n<p>According to the authors, the first step in growth hacking marketing is to hack your <a href=\"https:\/\/www.shortform.com\/blog\/customer-acquisition-plan\/\">customer acquisition<\/a>. This involves two main steps:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Step #1:<\/strong><strong> Find your language and market fit: <\/strong>Craft appealing language in your marketing materials that gets people to try your product.<\/li><li><strong>Step #2: <\/strong><strong>Find your channel and product fit:<\/strong> Find the best marketing channel for your product and optimize it for growth.&nbsp;<\/li><\/ul>\n\n\n\n<p>(Shortform note: Matt Lerner, CEO of Startup Core Strengths, argues that any company should <a href=\"https:\/\/review.firstround.com\/finding-language-market-fit-how-to-make-customers-feel-like-youve-read-their-minds\">find its language and market fit before doing anything else<\/a>. The language you use can have a huge impact on how many prospects become customers, and having a product before language and market fit often means you haven\u2019t yet done the work to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-understand-your-target-audience\/\">understand your target audience<\/a>. To do this, Lerner recommends appealing to people\u2019s underlying emotions, desires, dreams, and goals. Messaging that speaks to people\u2019s innermost hopes and worries will resonate much more than lists of features and functions.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-language-and-market-fit\"><strong>Language and Market Fit<\/strong><\/h3>\n\n\n\n<p>The authors explain that users\u2019 attention spans are shorter than ever\u2014down to eight seconds\u2014so you must <strong>craft concise, compelling language that immediately gets across how your product will improve the user\u2019s life<\/strong>. (Note that you should already <a href=\"https:\/\/www.shortform.com\/blog\/how-to-know-your-target-market\/\">know your target market<\/a>; this fit is about refining your language to appeal to it.)<\/p>\n\n\n\n<p>According to the authors, doing this is as simple as running A\/B tests. An A\/B test means creating two different versions of the same component of a page\u2014such as the header of an article\u2014and measuring how users respond to each. This allows you to test for which language, fonts, colors, graphics, and overall page designs are more effective. Run these tests throughout your product and marketing materials to optimize your language\/market fit.<\/p>\n\n\n\n<p>(Shortform note: Note that in 2019, <a href=\"https:\/\/www.congress.gov\/bill\/116th-congress\/senate-bill\/1084\/all-info\">a US senator submitted a bill<\/a> that, if made law, would make it illegal to \u201cto subdivide or segment consumers of online services into groups for the purposes of behavioral or psychological experiments or studies.\u201d This bill, called Deceptive Experiences to Online Users Reduction (DETOUR) would thus prohibit businesses from creating user cohorts in order to <a href=\"https:\/\/www.shortform.com\/blog\/what-is-split-testing-ab-testing\/\">split test<\/a> (try out different ideas on different user groups) different features or marketing. As of 2022, this bill hasn\u2019t been passed into US law.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-channel-and-product-fit\"><strong>Channel and Product Fit<\/strong><\/h3>\n\n\n\n<p>A channel is a way (and place) to market to your customers, such as through Facebook ads, Google search results, business trade shows, or YouTube sponsorships. <strong>The authors recommend focusing first on one channel that makes the most sense for your business<\/strong>.&nbsp;<\/p>\n\n\n\n<p>To find that channel, consider which channels make sense for your business, then narrow those down to one. For instance, a SaaS company with mainly young, online customers would consider paid Google search ads, Facebook ads, email marketing, and content marketing. In contrast, a B2B (business to business) hardware company might prioritize conferences and trade shows.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Serial entrepreneur Brian Balfour argues that while the term is channel-product fit, <a href=\"https:\/\/www.reforge.com\/the-road-to-100m\">a product actually needs to mold itself to a channel\u2014not the other way around<\/a>. You control your product, but you can\u2019t control the channel (whether it\u2019s Google paid ads, Facebook ads, email, or something else). Consequently, your product needs to appeal to the kinds of users that will come through the channel you\u2019re using. For instance, if you use paid Facebook ads, you\u2019ll need to quickly deliver on the value promised by the ad, since users have less patience with paid ads than with organic search.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are traditional marketing methods still effective? How do you make your product\/service stand out in modern markets? In today\u2019s fast-paced, high-tech world, old approaches to marketing no longer work. Large-scale, big-budget advertising campaigns are too slow and imprecise for the online world. Sean Ellis and Morgan Brown present the solution to this dilemma\u2014growth hacking marketing. Keep reading to learn about the growth hacking marketing method.<\/p>\n","protected":false},"author":7,"featured_media":13670,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[763],"class_list":["post-80507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-hacking-growth","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Growth Hacking: A Marketing Method for the Modern Age - Shortform Books<\/title>\n<meta name=\"description\" content=\"Growth hacking marketing is the only marketing strategy that will keep your business competitive in the modern marketplace. Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Growth Hacking: A Marketing Method for the Modern Age\" \/>\n<meta property=\"og:description\" content=\"Growth hacking marketing is the only marketing strategy that will keep your business competitive in the modern marketplace. Learn more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-28T09:27:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-11T17:44:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Growth Hacking: A Marketing Method for the Modern Age\",\"datePublished\":\"2022-09-28T09:27:00+00:00\",\"dateModified\":\"2022-10-11T17:44:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\"},\"wordCount\":673,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\",\"keywords\":[\"Hacking Growth\"],\"articleSection\":[\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/\",\"name\":\"Growth Hacking: A Marketing Method for the Modern Age - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/growth-hacking-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/okr-marketing-measure-scaled.jpg\",\"datePublished\":\"2022-09-28T09:27:00+00:00\",\"dateModified\":\"2022-10-11T17:44:09+00:00\",\"description\":\"Growth hacking marketing is the only marketing strategy that will keep your business competitive in the modern marketplace. 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