No matter the industry you are in, the main challenge of your growth hacker should always be to attract and retain new customers. Customers are the flagship for any business so a constant process of acquisition should be in place to “fuel” your growth. I usually talk to companies that run a couple of campaigns periodically, hopefully expecting some results. And it’s completely understandable that the results might never come.
When we talk about lead generation, we talk about a consistent process of acquisition with specific goals, tactics , experimenting and optimization. A continuous growth and nurturing process.
In the context of B2B lead generation strategies, “growth” means generating more leads so to achieve more deals / sales. So what are growth hackers do to distinguish and get a competitive advantage in an extremely demanding landscape?
#1 Create a Lead Generation Funnel
Top of the Funnel (TOFU) – Awareness : This is the opportunity to build trust with your audience. Your weapons: informational or training Video Content, Podcasts, Case Studies, CRO, SEO tactics, Youtube Ads, Meta & Linkedin Awareness targeted ads, Programmatic Advertising.
Middle of the Funnel (MOFU) – Explore more: Consider the product / service, provide solutions and add value to your offer. Your weapons: personalised emails,¨Chatbots, More specific meta traffic campaigns, Linkedin sponsored message campaigns, Discovery Ads. Youtube ads.
Bottom of the Funnel (BOFU) – Let’s sell! You can send a personalised offer , pricing options, case studies to reassure that they’ve made the right choice.
#2 Personalise your Communication
Nothing is more important than personalisation in your acquisition strategy. Your growth hacker needs to make sure that they personalize every single touchpoint and every stage of the customer journey. From the first moment the customer hears about you to the moment they become your client and after.
But how can be hyper-personalised in all stages of your funnel?
- Segment your audience: Utilise your CRM and segment your audience based on specific data that make sense to your business. ( behavoural, location, demographic ). Each segment should be marketed accordingly with appropriate content, landing pages, recommendations and offers.
- Go Visual: Studies have shown that human brain notice visuals first. Using personalized images during tha acquisition process can signifticantly increase your conversion rates. Especially, remarketing campaingns can be extremely profitable if you use personalized content.
- Use AI technology: Chatbots use AI technology and can be a significant source of information about your prospects. If utilised properly, they can become an amazing lead generation tool.
#3 Email automation
Email marketing gives automation opportunities for sending out your promotions. This can bring amazing results in terms of leads and at the same time allows you to spend your time in other important matters. Also, using automated triggered emails whenever a visitor takes a particular action will significantly increase your conversion rates. Again, personalization means everything so segmenting your email list is more than necessary.
#4 Think CRO
Getting traffic into your website might not be a difficult case but getting qualified traffic is a matter of CRO (Conversion Rate Optimization) to a great extent. Growth hackers face many CRO challenges as it is complex and requires A/B testing. They need time and budget to test, monitor and track the results. This allow them to try different versions of your site and have a clearer idea of what needs to be done in the future. Here is some tips to make your traffic meaningful:
- Optimize your site load speed: Studies have shown that nearly 50% of your users will abandon your page after 3 seconds of loading.
- Appealing Content: Keep your content engaging using different or more personalized CTAs (Call to Action) for each funnel stage.
- Ensure website responsiveness: Make sure your landing pages are mobile responsive as a great percentage of users come from mobile devices.
Overall
Many businesses are not sure about what a growth hacker does, but it is really simple. He takes all the steps required to generate more qualified leads and ultimately more sales.
In the above guide I have included some basic tips but not limit youself just to these. There are plenty of hack ideas you can try and see how things go. You need to experiment and learn what works for your business as each business is different. Work on your own strategy, monitor the results and personalize your strategy accordingly!
