OK so you have a B2B product/service you want to growth hack and you have read the first and second posts in this series about B2B Growth Hacking and are ready to get going…fyi the fourth post in the series is here…
Dipping Our Toe in The Water
We are going to need three things to get going;
1. To have an optimised destination for our growth hacking traffic.
2. A blog.
3. An initial idea of who our target market might be…
Once we have those three things we can start to test and learn on how to communicate with our target market most effectively.
Top Tip – start small. We want to be as targeted as possible as we start to test and learn so we need to break our problem down into manageable chunks.
For example…when Workteam started rather than starting with “SaaS software to increase employee engagement” (which it is) it picked one element of its’ offering, which was managing employee time off, and started with that. It was a much more manageable problem.
Top Tip – a blog is very, very important. It will be a great place to publish interesting/useful content 2-3 times a week and you can easily add a plugin to capture and add email addresses to your email list.
For example…when interim.team started we used SumoMe to automatically capture and add email addresses to MailChimp on our blog . The Pro version of SumoMe (which is needed to integrate to MailChimp) isn’t cheap at $29/month and they will bill you a year in advance.
B2B Growth Hacking – Setting Up A Landing Page and Goal
We need a landing page on our web site optimised for the search engine phrases we have chosen to point our traffic at that has the tags for Google Analytics and ideally Hotjar installed so we can see what happens when they get there (see the second post in this series).
We also need to define a goal in one or both of those tools so we can measure success.
We will eventually need a page per phrase but one page across all the initial phrases will be good enough to get going.
Once we have these things in place we can start to post some content and start testing…
B2B Growth Hacking – Finding Your Target Market
If you don’t have have existing content then you will need to create a post that says something interesting/relevant/useful/funny around the “need” your product/service is designed to fill.
Top Tip – video is very effective content and using sites like GoAnimate they are much easier to create than you might think. Make the soundtrack first and re-record until you’ve nailed it in one take. Then put the animation to the words. It will take about a day per minute to create great videos like this one from Workteam.
Remember to have a call to action (“CTA”) on your content and link to your optimised landing page. Once you have your content post it from your company page on Facebook and LinkedIn.
Top Tip – publish your content as an article post on LinkedIn rather than sharing it as an update. It will appear in your connections’s notification feed and you will be able to access enhanced analytics about its’ reach.
Definition – Reach is usually defined as the total number of different people exposed, at least once, to a something (usually a piece of content) during a given campaign time period.
If you are starting from scratch you may need to spend £50-£100 on Facebook boosting your content to get enough reach. If so don’t target the audience – yet. Let’s start off with an unbiased sample.
Now we have content out there that should be relevant to our target market we can start to use the analytics capabilities in Facebook, LinkedIn and Google Analytics to learn about the reach and effectiveness of our content, and who and how people are responding to it.