Traditional Marketing is Dead: Long Live Growth Hacker Marketing

Marketing is dead!

Marketing as you know is done. It’s over. We can move on now. The powers of the traditional campaigns, press releases, air time, 30 second spots, distribution lists, the bloody Yellow pages,  and I could go on and on. Its all dead. No one needs to be told what to buy, we Google it. 

What do you do in a world where everyone has access to enormous amounts of information?

You figure out a way to use that to your advantage obviously. What Ryan Holiday does is look at trends, finds curves and tends to fling himself with no holds bar into the edge of business. He’s on the forefront of communication strategy, I mean he could teach several classes at Harvard on advertising, marketing, consumer behaviour, social psychology, just name a few.

There’s something new afoot! Growth Hacker Marketing the term coined in 2010 in an article by Sean Ellis talking about startups and their unique business savy and avoidance of traditional marketing means.

Out of necessity a new a new type of marketing is born, welcome Growth Hacker Marketing

Testable, trackable and scaleable.

The pursuit of sustainable growth. Taking a company from nothing to something.

Under the news laws of the universe (mostly because of the Internet) you can’t use traditional means to get your “brand” out there. At this point you may not have a clue as to what your brand is anymore! Hint: you don’t control it whatsoever. No, growth hacking has everything to do with exponentially growing your organization far past where you ever thought possible. Here it is…

Growth Hacker Marketing

Growth Hacker Marketing

  1. Product market fit
  2. Finding your growth hack
  3. Going viral: turn 1 into 2, 2 into 4 and so on
  4. Close the loop: retention and optimization

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Why Should You Care About Google Search?


Every year for the past few years Google has been creating these “Year in Search” recap videos that are emotionally charged, a little funny, and for some reason most people on Youtube hate them. I can’t understand why, I love them! I get goosebumps when I watch them, probably because they are rehashing some of the most important events of that year, its a neat way of looking at where we’ve come from.

For a while last year I was showing the 2014 Google year in Review video and it got a great response. People would be tweeting about their goosebumps after watching. I use it to tell the story of the most important yet most overlooked part of your marketing strategy, search. 

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Social media will change, it always does. From MySpace to Hi5, and Facebook to Snapchat, it’s a never ending cycle. It’s hard to build a business around an ever changing platform. Do you know what doesn’t change? Search. Well I shouldn’t say “it doesn’t” change, because it does, it gets more and more valuable. As you use Google more and more it becomes easier and easier to navigate. From searching on your smartphones to voice commanded search, we love to search. It’s only getting more and more pervasive, making it easier for potential customers to find you.

Why is Google search so important?

1. It’s not decreasing in popularity like most online platforms. Most popular sites have a shelf life. They gain in popularity, they grow to their peak, and just like any growth curve, there’s a decline. The online world has made it much easier to decline after your 15 minutes of fame. Search hasn’t declined, actually quite the opposite. Some of the keyword searches we’ve tracked over the past 3 years have quadrupled in volume. Think about that, “Real Estate Regina” three years ago was getting a quarter of the searches it gets now. That’s growing at a steady rate.

2. You can measure a lot with search. Every time someone goes to your website you can see where they went, where they found your website and how long they spent on your website. If you want to learn more about measurement, make sure you have Google Analytics on your website and talk to me about it! There’s an incredible amount of information on the backend of your website.

3. It’s the easiest way to solve your problem, specially in places like Regina. Think about it, ten years ago you used to look at the phone book or ask a friend when you needed something. How archaic is that? Today, whether it’s an argument about what the Mayor makes for a salary or who to call for a boost, Google is the number one place we go.

Sure other local apps will try and compete, obviously there is a lot of advertising revenue to be made if people frequent your “phone book” to find an answer regularly. That book is now Google, dislike it if you want, but it’s the future and if you want to be relevant in the future you have to understand Google the best you can.

Search on.

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Everyone Has A Superpower, What’s Yours?

No one’s going to ever look at you and say “Yup, your superpower is ______”. After a while it may become apparent, but in the mean time try new things, experiences, really track what you love and don’t love about those experiences. If you keep trying new things you’re going to eventually stumble upon your superpower. It’ll be a magical moment in time where you’ll finally understand your calling, your purpose, the reason you were put on earth.

Everyone has a Superpower, What's Yours?

No it won’t be flying, invisibility or metallic claws coming out of your hands, no it’ll be something inside you, something unique that’s sets you apart from everyone else. If you still think it’s impossible, I will still beg to differ. Nothing is actually impossible and yes everyone does have a super power.

Nothing’s Actually Impossible

Remember when you were a kid, you’d tie a bed sheet around your neck and Leap from chair to chair because you were a super hero? Nothing was impossible. If you wanted to ride a bike, build a fort, fly to the moon, WHATEVER, no one could tell you it was impossible. You’d just fail and fail and fail until you got it right.

Some how between being a superhero child and “growing up” someone takes away our cape. They tell us to do what we’re told, don’t follow your dreams, after all, superhero’s are made up, right?

WRONG!

Everyone has a superpower, everyone has something they are amazing at. If you don’t know what yours is, just try a different cape!

We’re all meant to do something super, nothing is actually impossible, we just like to believe what the critics say. Critics don’t change the world, superhero’s do.
Go tie that bed sheet around your neck, find your superpower.

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The Best Example of User Experience in Real Life

Big grass lawn

I heard this on a Podcast several years ago now but it has always stuck with me.

The Best example of User Experience in Real Life.

A brilliant architect was designing the new front outdoor landscape of a university. When it came time to plan the walkways through the grass the architect refused to and instead opted for grass to be put EVERYWHERE. Not knowing his brilliance, the administration let the mad scientist have his way. A year later the architect came back to find a perfectly worn path where people walked and now they knew precisely where to put the path.

A path is created

Moral of the story: don’t assume you know what people like, user testing is ten thousand times more reliable than “past experience”.

Don’t assume you know, assume others do and your job is to find out from them by observing and testing.

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A Summer Camp For Highschool Entrepreneurs in Regina

Bigideacamp website

Yup, we did it! The first week of August this past Summer we ran “Big Idea Camp 2015” a one day, Amazing race meets Harvard business competition. We had 6 students who formed two teams and competed in 5 different challenges throughout the day. It was nothing short of amazing.

Here’s the Twitter play by play on the day… Remember to follow @BigIdeaCamp on Twitter!

Big idea camp on twitter

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Social Media Etiquette 101: how not to suck on Facebook

This is how i feel when you like your own posts

Last week we release episode 22 of the #InTheLab video series.

Social Media Etiquette, or what I call How Not To Suck On Facebook“. Each social media platform has a set of unwritten rules you need to follow. Every time you break the rules you are apt to have followers leave you, online masses upset with you, and you may even piss off one of your loved ones. Don’t make the silly mistake, watch the video and get the tips for yourself.

Do you follow me You should

Stop broadcasting, stop interrupting, stop worrying about what you’re sharing and be a good community member. Amplify the good, help people spread their message. Then when it comes time that you need some help spreading your message your tribe will be there to help.

How not to suck on facebook

 

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