6 CRITICAL AREAS TO GROWTH HACKING
The book Growth Hacking by Raymond Fong and Chad Riddersen is the best beginning step any person can take toward finding consistent avenues of improvement. In fact, every Marketing Manager should give this book to his or her team and include it in their onboarding process as they hire new team members.
Growth Hacking is able to set a foundational blue print in the mind of the marketer. The blueprint enables marketing teams to think beyond the basics of acquisition and retention for the product of the moment. The book goes beyond traditional marketing to find customer centric areas where the brand can add additional value that makes a big impact on the Life Time Value.
Growth Hacking also crosses the contextual bridge very well. Originating first from the tech industry (Silicon Valley) and into the hands at any business (personally, I’m in publishing). The book advocates that Growth Hacking does not have to be only for the tech-oriented. While the authors are obviously well oriented with the tech-world, they share something more valuable the tech they used. Fong and Ridderson share their logic and reasoning as they solve problems for some big brand names. So the reader is given a sense of the problem-solving and critical thinking skills they can begin to develop following the process in the book.
As an email-marketer by vocation, I thoroughly enjoyed the book. There are so many areas of the book that can be easily be put into automated campaigns. However, the book doesn’t set out to simply give campaign ideas. The main reason why I like this book is that it gives the brand manager, strategist, and marketer 6 new perspectives to create value with the customer. The book helps marketers think first about what stage the customer is in and apply marketing from that context.
This book helps to solidify a foundation where marketers can have a better understanding of how to better interact with customers in a different phase of the process. The book refers to a (trade marked) term called the ASP (Automated Sales Process) that is the core of the book and represents these 6 areas:
- Attraction
- First Impression
- Engage & Educate
- Follow-Up
- Sales Technology
- Referrals & Retention
If there is one thing the reader should walk away with, the ASP system is it. The ASP system may seem familiar to some. Perhaps disguised as a customer journey. But what makes this process different is how it is applied. The standard customer journey is customer centric, and understandably so. The ASP process sets out to define the most important aspect of that phase in the customer journey. For instance, if a customer is in the discovery phase, focusing on metrics around attraction in that setting can help the marketer move a customer from discovery to evaluate.
If the key to successful Growth Hacking is knowing where to look Fong and Riddersen have just given everyone a detailed map
Check out the book here
