How to Define Your Tribe

Define Your Tribe

Who is your offering for? When you know this, you’ve made a huge step forward. The old way of thinking about this “who” question was through demographics; segmenting the world based on age or sex or race. But, that’s not that relevant.

What’s relevant is the stories that people tell themselves.

You want to find a group of people that share the same dreams, that share the same fears, that share the same histories and stories. You can call these people your “tribe”.

You want to reach and serve this tribe. And once you’ve identified your tribe, you want to make sure that you’ve identified them in a way where you know where they hang out because it’s a lot easier to reach out to people if they’re all on the same island than if they’re spread out everywhere.

You want to make sure that you know your tribe and you know where your tribe hangs out.

define your tribe

Let’s take Namita for example. She’s thinking, “Who are we going to serve with our search engine optimization offerings?” Namita might think, “Well, I know a lot about travel and travel writing and I also really value lifelong learning and e-learning. So, what tribe could I serve well with these skills and special characteristics?”

She might think, “Alright, so travel and e-learning. Maybe an international school for graduate students. Maybe that’s a good tribe for me to reach out to. Maybe travel organizations that specialize in educational experiences. That’s another tribe that I might reach out to.”

Now, Namita knows her tribes and she’s going find out where they hang out.

What blog do they read?

What newsletters do they subscribe to?

Once she has that equation, she knows a lot more about the audience that she’s serving, which is critical to success in marketing.

These ideas come from Seth Godin, who’s a brilliant marketer. You might want to check out his blog or read some of his work.

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Maja Voje’s Growth Hacking Library

maja voje growth hacking library

Maja might look familiar to you…and she should! We featured her and her list of 70+ tested free growth hacking tools as a part of #beyourowninspiration last month and she led a webinar for us about her experience growth hacking a Kickstarter campaign last summer.

This time (what can I say…she’s a mover and a shaker), I want to share Maja’s Growth Hacking Library, which features lists for basic resources, experiments, basic models, epic growth hacks, influencers, and 2.0 learning resources. Thanks for included our course, Maja!

Did you know that Maja is rated among the .1% of growth hacking influencers? Go Maja! We’ll be rooting for you!

Check out Maja’s Growth Hacking Library here and follow her on Twitter for more growth hacking resources.

Maja Voje’s 70+ FREE Growth Hacking Tools & Frames

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Maja Voje is a beloved member of our community; one of our earliest adopters whose intelligence, skill, and collaborative nature serves as an inspiration for us to keep doing what we do.

Recently, Maja created this guide of over 90 free growth hacking tools “to bridge the gap between tool discovery and implementation.” The world of growth hacking is young and it seems like new tools for growth are launched every day. That’s what makes Maja’s work so useful.

And she’s tested all of them herself.

You can find her nine favorite tools here and view the whole list here.

Not sure what growth hacking is? This might help you understand.

While you’re at it, you might want to take a look at this event we hosted with Maja about Growth Hacking for Audience Identification, Lead Generation, and Fundraising.

Last year, Maja was the growth hacker for Bluejay, a team that raised more than $80,000 on Kickstarter to build a smartphone mount for your car. In this interview, we discuss audience testing on Facebook, virtual teams, and raising money on Kickstarter.

 

You can also connect with Maja on LinkedIn.

User Experience: How to Engineer Your Site for Visitors

Four user experience tips

You know how sometimes something might look really cool or attractive but, in practicality, it might be really difficult to use? You don’t want your interfaces to be difficult to use when you are trying to grow your business. Focusing on user experience is key for any growth hacker.

user experience

Here are four ways that you can design and implement effective interfaces for the web, mobile, or almost any other digital use case.

  1. Design simply
    First, anticipate what your user is going to need at each phase of their experience. Give people the information that they need only when they need. Also, make the parts of the interface that do different things look different.

2. Make it readable
You want to make your font sizes relatively large. Also, signal the function of something like a button early on in the text of the button because often, research shows, that people just want to differentiate between the buttons so they don’t actually read the text all the way.

3. Use contrast to your advantage
Signal through things like contrast that this is the button that you want people to click. Also, make larger objects associated with the more important functions of the interface that you’re designing. Like a landing page.

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4. Make it familiar
Use metaphors whenever possible —things like written or visual metaphors that help people get a sense of what you’re asking them to do really easily. Also, use imagery that will be familiar with your audience already.

In summary, use customer knowledge to anticipate the information that they’re going to want at each stage of their visit. Then, make action signals readable by using larger fonts and using color and size to signal importance. Finally, make the experiences, actions, and messages the you’re displaying to them more familiar by using metaphors and images that the audience is already going to be familiar with. If you follow these guidelines, the result will be positive user experience!

Not sure if your site is UX friendly? Send your link to care@eazl.co for some complimentary feedback!

Growth Hacking: Measuring and Finding the Best Traffic

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How to Measure Traffic Volume and User Retention
In growth hacking, you are going need to be like a satellite that is able to measure and assess what is happening with the traffic on your website or web platform.  

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The first metric to know is Sessions. Sessions used to be called Visits and is the number of times that the website was visited during a specific time frame.

Number two is Users. It used to be called Unique Visits and it is Google Analytic’s best guess that this is a single unique person who hasn’t visited the website within the past half-hour. So, it’s totally possible that you have a website that has 100,000 visits by 70,000 users. What that would mean is that some of these users revisited the website before that thirty-minute time period lapsed.

Number three is Bounce Rate. This is the number of sessions where the user only visited a single page on the website and then they left the website. What this does is measure the quality of user visits on the website. A higher bounce rate would be an indication of lower quality.

Number four is page views and this measures a single view of a specific page. What this does is help you gauge the effectiveness of one specific page versus another.

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Source/Medium: Where’s the good traffic coming from?
You also need to be able to look at a variety of sources of traffic on the internet and prioritize the channels that are working for your growth hacking operation over others.

One metric to look at first is the source of the traffic. This is pretty self explanatory. It’s just saying that when this traffic comes from this website, it’s tracked by Google Analytics and then you can look that up later.

The second part is the medium of the traffic. Examples of traffic medium might be organic search versus paid advertising versus email referrals. Or it might say “none”. Oftentimes, “none” just means that it was a direct link given to somebody in particular, which might mean word of mouth.

growth hacking

For example, if Sanjay sends an email to Rob with a link to a particular page on a website and then Rob visits it, his medium would likely turn up as “none” in Google Analytics. So, as you’re sending your content marketing, for example, out into the world, you have to know which channels are giving you the highest return on investment so that you can prioritize and put your energy there.

The best way to do this is with the combined metric of source and medium because it will show you not only the source but the medium from which the source is delivering you traffic and it’s important to make sure that you have opted-in to email tracking if you’re a part of an email list service.

growth hacking

For example, let’s say that Vivica, is responsible for generating leads on a particular piece of thought leadership as a part of a growth hacking operation. What Vivica might do is arrange two different email list partnerships. Then, when she goes into Google Analytics, she could find that, in the source medium metric, there’s a specific trade journal the had a much higher conversion rate than all the other sources of traffic.

Then, she’ll know that that trade journal is an effective way to distribute the content to generate the traffic that she wants to create growth.

Want to learn more about growth hacking? Check out our course.

 

Growth Hacking Metrics: Which Ones Deserve Your Attention

In this post, we are going to integrate two concepts that you can use to support your growth hacking initiatives.

growth hacking metrics

Lagging vs. leading indicators
A lagging indicator is more like the output from some system, whereas a leading indicator is more like an input to that system. For example, if Sam is looking at the statistics from his business from last month, a lagging indicator would be the revenue, which is kind of like the output of that business system for that month, whereas a leading indicator might be the time allocation that Sam’s growth team put into different marketing initiatives that went out there to support the business. You can use correlation between lagging and leading indicators and try to see if there are relationships there.

Growth hackers have the ability to change the leading indicators because these are things that you can manipulate, whereas a lagging indicator really is a result of the system so you cannot manipulate it. You want to tune your mind especially into the leading indicators.

Correlation vs. causation
The correlation is relationship between variables. It is useful for looking at how a segment would behave on your website. For example, you could determine how a geographic segment behaves when they visit some page on your site. Do they ultimately then take some action?

You could make a correlation between that geographic segment, the visits to that page, and then the actions that were taken.

Causation shows a causal link. For example, this would be the number of shares of some post on a different social media network and then the amount reach that that post got. There is a causal link between the number of shares and the reach of that post. You want to be picky about how you use these stats and you have to really make sure that they’re relevant.

One famous example of a non-relevant positive correlation one is, if you look at the data, there seems to be a correlation between the number of pirates on the sea and global warming. That is, the degree of warmth on the planet. Is this “correlation” relevant? Probably not- you have to be careful.

Check out our Growth Hacking with Digital Marketing Masterclass on Udemy.

Growth Hacking: When and How to Use Data

Everybody in the business world talks about metrics, data-driven decisions, and these sorts of things. In this post, we’re going to take three crucial concepts from statistics that apply to you, as somebody who is practicing growth hacking.
growth hacking concepts

  1. Qualitative vs. quantitative metrics
    A qualitative metric is a quality that can’t be specifically measured, but you can kind of create data based around qualitative characteristics, whereas a quantitative metric can be specifically measured and then used to  determine whether or not something is happening.

Here’s a quick example: Let’s say that you have the logo above. You could ask a focus group, “To what degree does this logo make you feel hungry?” Then, based on their responses, you could do some statistics.

But a quantitative metric would answer the question, “This is a cupcake store. How many cupcakes did they sell last Friday?”  

  1. Statistical significance
    This is the likelihood that what you are seeing when you collect statistics and you run analyses is a fact, rather than just a coincidence. Basically,as the number of observations that you collect increases, so does the confidence that you have that what you’re seeing is a fact rather than a coincidence. A good rule of thumb is that you want to have at least 1200 observations when you’re performing an analysis.
  1. Key Performance Indicator (KPI)
    When you think of a KPI, the first thing is that it is something that your business measures repeatedly, whether it is every week, every month, etc. You don’t want to have too many KPIs. Keep it simple.

You also want to make sure that the KPI that you are measuring is relevant to the objectives of your business.

For example, a luxury store might be concerned about the quality of their customers’ experiences in the store because they need to push visitors to make a single purchase, whereas a discount store is more concerned about the volume of goods that are purchased because their margins are small, so they need customers to purchase a lot.

If you are new to data analysis, keep these three statistical concepts in mind and they’ll steer you in the right direction.

What KPIs does your company track? Tweet at us.

Digital Marketing Funnels: Engage, then Sell

digital marketing funnels

You can think of a digital funnel kind of like a train where passengers get on the train, they go through a tunnel, they arrive at some destination, and then they take some action. For growth hackers, this funnel is usually digital.

A digital funnel is going to be unique to your individual business case, but this is kind of how it would look:

You have the whole universe people and then, when they become aware of your product or service, they become activated and they enter into your funnel. Then, they go through a step of evaluating whether or not to purchase your product or service and then, when they do, they become revenue-generating customers. Then, hopefully, they stay customers and repeat purchasers and, ideally, they become referrers and send friends into your funnel.

While you’re looking at your funnel, you’re looking also at digital points of conversion. That’s the space between the different steps in the funnel. Ideally, you want to have the lowest friction possible for people to go through your funnel.

Marketing digital funnels infographic

Let’s give an example:
Let’s say that Sandra is building an email list for her yoga studio. What she might do is she might publish some sort of content and then distributed out to multiple different channels. Ideally, people are going to see this content and visit a landing page, where they were asked to subscribe to email list. I

If Sandra sees that this particular point a conversion isn’t working, she knows what fix. The ultra hack will be if Sandra can determine what her Lifetime Customer Value is for each person that becomes a customer. That way, she can ultimately reverse engineer her sales funnel to see where she can invest in the funnel and at what dollar amounts or currency amounts does it make sense for her to do so.

In summary, a digital funnel is the digital pathway you want someone to take in order for them to do something that contributes to your growth. Even more important than measuring the volume of each step in that funnel is what happens between them. That’s conversion.

By measuring the efficiency of the funnel, you can identify where your funnel is weak. Once you know the Lifetime Customer Value of each customer, you can even reverse engineer the funnel and make smarter marketing spend strategic decisions.

How to Develop Psychographic Customer Profiles

As a marketer, you want to think about your understanding of your customer base as gold. Knowing about their mindset and their habits is extremely useful when designing you product.  We’re going to look at two ways to think about collecting customer data and give you an overview on how to develop psychographic customer profiles.

Don’t forget to check out our free interview sample guide at the end of the post!

Psychographic Customer Profiles

Quantitative data
These are things like demographic profiles. How old are your customers? Or, in the case of business-to-business, what size of revenue do these companies make? How many employees do they have?  These are the kinds of questions you’ll need to answer.

Information like this can be useful when it comes to targeting for sales outreach and advertising, plus the design of your product or service.

Qualitative data
What’s probably more useful for marketers trying to growth hacker is qualitative data. This kind of data is especially useful for identifying who will be your early adopters and how you re going to appeal to them and get them to take action.

The best way to get this information is through customer interviewing. Ideally video interviewing through a service like Skype, but phone interviewing works as well. 

Determining needs
You’re looking for two things in these interviews. The first thing you’re looking for are their needs. This is when you’re asking them about the product and they’re gonna probably tell you that they have certain needs that you’d call “must-haves”.

This is when the customer tells you, “If your product or service doesn’t have this, I won’t consider buying it.”

But there are also latent needs. These are needs that they don’t know that they even have. You might have to read between the lines here and, if your product or service meets those needs, you might create a customer for life.

As you’re doing the interviews, you might find that certain needs are contradictory between different interviews, but that’s okay. Don’t worry about it. Just make sure that you’re letting the customer talk and that you’re not really injecting too much of yourself into the conversation.

Basically, make sure you aren’t trying to lead your interviewee in a certain direction or get a certain response from them. This will skew your results.

Psychographics
The second type of information you’re seeking in these interviews is customer psychographics. One way you can think of this is what Seth Godin calls “tribes”. What tribe does the individual you are interviewing belong to?

The way that you think of tribes is, “What kind of stories are these people telling themselves about themselves; about their position in the world? What worries do they have about their career about their personal life and what goals do they have in terms of their career and personal life?”

This is going to help you design your messaging strategy.

Debrief and find patterns
Ultimately, when you have a few interviews (you should do at least five for each segment that you want to target), you want to debrief and find patterns among those different interviews. Use your interviews to create personas about the target customers.

We created an interview script and a form that you can use as a starting point for creating your own custom interview scripts and forms. After checking out or resources, you might want to start by writing a list of every helpful question that you could possible ask and then narrow down to the best 10. Click below to access.

Sample Interview Script

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Growth Hacking Kickstarter: How Bluejay Raised $30k in 48 Hours

In this interview, we spoke with Maja Voje about her experiences growth hacking Kickstarter.

Recently, Maja was the growth hacker for Bluejay, a team that raised more than $80,000 on Kickstarter to build a smartphone mount for your car. They reached $30k in just 48 hours!

In the above interview, we discuss audience testing on Facebook, virtual teams, and raising money on Kickstarter.

We also talk about:

  • How they performed audience testing and converted it into product design
  • How they looked for target audiences for the Kickstarter campaign using digital tools

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Maja is a member of the Eazl Community. She has worked in marketing for six years and has been involved in the tech industry for three.
In 2013, Maja was contracted as a project manager for Google’s Speech Ops in Slovenia and later worked as an SEO and PR specialist for Rocket Internet,
She was also contracted for Receipt Bank, one of London’s most influential fintech firms. In January, they raised $10 million of growth capital to start a growth team for their new ventures.
In 2015, Maja joined The Kiwi Factory (and Team Bluejay) as COO and is deeply involved in marketing and business development there. She also runs a small consulting business.