Growth Hacking: Build a sustainable marketing machine that reaches millions of people

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If you ask about the most popular keywords or the most popular new job openings in the Internet circle in the past two years, “Growth Hacker Marketing (opens in a new tab)” (Growth Hacking Marketing). In the past few months, not only have relevant books and courses appeared on the market, but some companies have also begun to add “Growth Hacker” vacancies, hoping to recruit outstanding talents with technical backgrounds and programming skills to enter the marketing field with high salaries.

The end goal of every growth hacker (opens in a new tab) is to build a self-perpetuating marketing machine that reaches millions by itself.

“Growth hacker marketing” sounds cool. In fact, Europe and the United States had a similar concept as early as 2010. Now it has become a prominent discipline in the global entrepreneurial circle, and it is a set of mental methods and skills that all new startup teams must learn. Different from the previous tradition of decoupling technology and marketing, “growth hacking” emphasizes both rational and emotional training, and can be called a synthesis of marketers and programmers. Just like Allen. Aaron Ginn said that the ultimate goal of every “growth hacker” is to build a marketing machine that can reach millions of people and operate sustainably.

This most popular new position has been practiced in Silicon Valley in the United States for many years, and now it is beginning to attract attention in Taiwan. Many well-known companies, including Airbnb, Facebook, LinkedIn, Instagram and Uber, have recruited a group of outstanding elites who combine technology and marketing capabilities to engage in operations and marketing using scientific methods that are low-cost but can bring high efficiency. Many domestic start-up teams have recently been recruiting such talents, and the established 104 Human Resources Bank has also begun to recruit traffic growth hacker managers.

Lane. Holiday (opens in a new tab)(Ryan Holiday (opens in a new tab)) mentioned in the book “Growth Hacker Marketing: New Practical Forces that Triggered the Inbound Customer Craze (opens in a new tab)” that there are four important keys to doing a good job in growth hacker marketing, which are: product and market adaptation (Product/Market Fit (opens in a new tab)) Start with a precise customer acquisition strategy, achieve hot spots without spending money, and continuously optimize to make customers more satisfied.

“Growth Hacker (opens in a new tab)” The emergence of this new position requires attention to a wide range of aspects. Influenced by the American entrepreneurial culture, it is not only limited to the marketing link, but also needs to consider the overall effectiveness. They rely on data, and everything is based on “growth”. They not only boldly adopt marketing strategies that can be tested, tracked and can multiply growth, but also pay special attention to the observation, speculation and analysis of user behavior.

For example, as a “growth hacker” you must be familiar with the attributes of the market and products, and make good use of AARRR (opens in a new tab) indicator models and A/B testing (opens in a new tab) (A/B Testing), Search Engine Optimization (opens in a new tab) (SEO), data analysis, landing page (opens in a new tab) (Landing Page) design and e-mail marketing (opens in a new tab) (E-mail marketing) and other technologies, try to create maximum marketing benefits at low cost. Through these tools and methods, “Growth Hacking” tries to help users increase their confidence and reduce doubts about use. On the one hand, it pursues the growth of the number of new users, while also taking into account the optimization of cost-effectiveness.

Different from traditional marketing methods, growth hacker marketing not only pays attention to the business model (opens in a new tab) and various benefits of the product, but also cares about the improvement of member stickiness. “Growth Hacker” uses data analysis and the help of various models and tools to not only optimize user experience and create growth in the number of members, but also strives to increase the transmission of positive word-of-mouth among users.

In other words, the key to the success of “growth hacking” actually lies in the change of marketing mentality, actively thinking about various methods that are beneficial to users, rather than just focusing on various cool digital skills or marketing tools. For “Growth Hackers”, making users more dependent on the company’s products and services and trying to increase revenue through different channels is their lofty mission and the core value that these experts bring to the company.

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