Growth Hacking with Digital Marketing (version 5.1)

This is the trailer for the 2018 update of our award winning growth hacking course. Get a $10 coupon for the course at this link: http://bit.ly/YTGH10.

The world’s BESTSELLING growth hacking course! Become a modern digital marketing leader. Over 30,000 alumni worldwide!

Grow your digital marketing results faster through the power of growth hacking! In this industry-leading course, you’ll discover the extraordinary benefits of digital metrics, including lean analytics, web traffic, digital conversion funnels, and LTV and CAC calculations. You’ll also gain access to cutting edge info about inbound marketing, email marketing, SEO, paid acquisition, public relations, viral marketing, and much more!


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From Kissmetrics: Your Customers Don’t Care About Your Product

To learn more about the Jobs to Be Done concept, check out our Customer Service 2.o certificate course.

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“It’s true. Your customers don’t care about your product. Don’t worry, they don’t care about your competitor’s products either. Your customers don’t care about any products. Thankfully, your customers do care about something, which is why they buy your product.

Your customers care about the progress they will make as a result of using your product.

As Growth Marketers and Product Builders, it’s our job to make sure customers understand how our product will change them for the better. Then we can create an efficient customer funnel that turns potential customers into loyal, repeat customers. We use data to optimize each stage of the user lifecycle. However, it’s easy to get bogged down in user data and product features. When we lose sight of whether or not our customers have realized the better life we’ve promised, the customer becomes stuck in our funnel and we lose our customer.”

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Brian Taylor on the Psychology of Customer Experience and UI / UX

🌱 This is the full, unedited interview that’s a part of Eazl’s Growth Hacking Certification Course 🌱

Enroll in the course:
• On Udemy: http://bit.ly/2zi4NXd
• On Eazl: http://bit.ly/2yB2q2c

Connect with Brian on LinkedIn® at https://www.linkedin.com/in/brianataylor .

Here are some notes on Brian’s interview…

Great quotes:
“Step one is becoming empathetic with your users, customers, and prospects. People are coming to your ‘experience’ with a state of mind and a particular frame of reference. The better you can step into their shoes, the better you are going to be at creating an experience that aligns your goals with their goals.”

“Testing and optimization is important once you have your structure set up. When you have low traffic, you’re probably better off spending your time finding out how to get more traffic.”

“Early on, A/B testing is probably a waste of your time.”

“Be wary of optimizing for local maxima and minima… if you’re only A/B testing buttons, your range of variance is very small. You’ll never A/B test your way to being Tesla.”

On digital funnels:
Think of great UX as a study of getting out of people’s way. Put the experience together in a way that allows people to follow their natural inclinations, because if they’re with you, there’s a need that they already have.

Don’t just throw features and products at people. You need to curate what you’re presenting to people. People leverage pieces of evidence that you give them to understand whether or not they ‘belong’ at a certain place or with a certain offering.

Think of this evidence like the language you use, the images presented, etc. Even if only one person is experiencing your “funnel,” psychologically, they put on different “hats” as they move down the funnel.

A customer will see themselves differently at one point in your funnel than they will at another.

Most people won’t want to focus on building a UX from scratch. Instead, see yourself as a curator that takes the best from your peers and translates it for your target personas.


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Maja Voje’s Facebook Persona Hack

🌱 Maja Voje is the Eazl 2018 Growth Hacker in residence for Eazl’s Growth Hacking Masterclass. In this video, she shares a fun hack for building a persona by spying on pages that are similar to a target Facebook page. 🌱

The all-new Growth Hacking 5 is now live! You can work with Maja and Davis to earn your Eazl Growth Hacker certificate!

Enroll in the course:
• On Udemy: http://bit.ly/2zi4NXd
• On Eazl: http://bit.ly/2yB2q2c

Connect with Maja on LinkedIn®.

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Email Marketing Isn’t Just for Selling

Building a community makes a business more sustainable and powerful, which means that it’s important to have goals for your email list beyond making sales. In fact, you might find that your open rates suffer and your unsubscribe rates soar when your email list feels that all they ever receive is communication prompting them to buy something.

Check out this sneak peak of an interview between our Growth Hacker in Residence, Maja Voje, and Stella Korošec of EQUA Products, a lifestyle brand that has raised over $1,000,000 to launch two different physical products. Stella feels strongly that email marketing should not be used only to reach sales targets.

You can see more of this interview and learn more about email marketing in our Growth Hacking Masterclass update. You can enroll in the course now and receive the update next week when we launch the new material.

So, if your email lists aren’t just for advertising products, what other reasons are there to reach out to your customers?

There are a ton of reasons to reach out to your email list, but here are just a few of our favorites:

1. Company Update / What You’ve Been Working On
This is a way to plug future products and services and build excitement around them without selling anything. Give your list an update on what’s been going on and make it feel personal…almost like a letter you would write to a friend. It’s best to use plain text emails for these purposes and sign with an image of your signature.

2. Images from Social Media
Pick a platform where you’d like to increase engagement and send a few of your best and latest images with links to the original posts. Don’t take for granted that your customers are aware of the awesome content you share on social media. Some may have never considered looking you up on Instagram but would love to follow you there.

3. Blog Post Digest
If your blog is full of useful and unique content that you post regularly, don’t forget to send out a digest of all of your latest content regularly. Pick a few posts to feature and include the main post image, the title, and a bit of the copy that will lead them to click through and read the whole post.

4. Best Of
Best Of lists are a fun way to promote your content at the end of each year. Pick your top ten blog posts, videos, or social media posts based on engagement, traffic, and quality and send out before the new year. This is one of my favorite ways to repurpose content!

5. Questionnaire / Survey / Call for Opinions
If there is one thing humans love to do, it’s talk about themselves and share their opinions. Give your audience an opportunity to communicate with you by taking a quick survey, asking for advice, polling to see what kinds of future products they would like to see, etc. This is a great way to make customers feel more connected to you and your company and for you to better know your customer.

6. Contest / Raffle
Giveaways are a great way to increase engagement around your brand online and bring in potential new customers. Create a contest to be held on social media and use your emails lists to spread the word.

7. Feedback
Hopefully you’ve been segmenting your lists based on which products or services a customer has purchased. Send out a call for feedback from recent purchasers. This will show your customers that they are cared for and give you the information you need to improve your products and services.

8. Thank You / Appreciation
Sometimes we get so caught up in trying to bring in more new customers that we forget to ever say thank you beyond the standard email after someone has purchased something or signed up for the list. Think of a heartfelt way to show appreciation that your customers chose you.

Do you have any favorite non-salesy email campaign ideas that I didn’t include here? I’d love to hear your thoughts in the comments below OR you can Tweet at me.

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!