Hmm, growth hacking? Isn’t that the same as marketing?
Do I have to learn how to program?
We’ll answer those and bring clarity to your confusion in a bit.
We know it’s a bit of guesswork for beginners since a quick Google search yields various profiles of a growth hacker.
So here you’ll find out what a growth hacker does, as well as the process you go through as one. We already discussed growth hacking itself in an earlier article. Read it first if you want to know the fundamentals.
For those who are still here, we assume you’re ready to take on the role of a growth hacker. Who knows, some of you might discover you’ve already done something similar. In a way, you were a growth hacker at one point.
Programmer, traditional marketer, growth hacker
Two things, to put your pressing questions to end:
You’ll rely on code to achieve most of your growth objectives. But no, according to this QuickSprout guide to growth hacking, you need not be a formal engineer. In fact, you can be a growth hacker and work alongside a front-end and/or a backend developer.
And when it comes to being a traditional marketer, that background will put you at an advantage should you decide to switch careers. The main difference is that marketing is the broader genre while growth hacking focuses on a single goal: growth.
Focusing means you will determine and track events in relation to the product until you find the one that increases conversions.
The growth hacker’s workflow
For instance, you want to use Instagram to increase product awareness but don’t know yet what will work on your target audience.
Here is an example of the process that you will go through:
As a first step, you’ll define your objectives and key results (OKRs). Objectives are what you hope to accomplish within a period. Meanwhile, key results refer to the specific numbers you set that will undoubtedly tell you results have been achieved.
Check out these tips on how to develop OKRs.
Below are the OKRs of Uber, as shared by Neil Patel.
Next, decide on your focus. Say, you want to experiment on the color palette, design, and content mix on your Instagram feed. The third step is closely linked as it is about crafting variations based on the attributes you’re testing. Hie off to this article to understand how you can leverage color to persuade people to buy.
Then, begin experimenting on the variants and make sure to track events based on your OKRs. After two weeks or once you’ve gathered enough data, analyse which actions are producing your desired results. Finally, combine them or try them out individually, whichever is a good strategy for you.
Characteristics of a growth hacker
Having an analytical mind is the most important quality of a growth hacker. This means that you trust the data and use it to inform your business decisions.
Being a T-shaped marketer is also a requirement. Imagine the letter T. The horizontal line represents the domains of marketing that you have a broad knowledge of. For instance, you have to understand a little about psychology, research, and branding. At the same time, you need to possess a deep knowledge of content marketing, social, PR, and viral marketing
— this represents the vertical line in T.
In other words, a growth hacker has to be highly analytical and technical. But it’s not just about being good at math and computers. You can be a storyteller who loves to spin stories based on data.
A growth hacker is creative and curious as well. You’re excited by things that are new and unforeseen by others. You experiment endlessly. Because at the end of the day, your pursuit of growth goes on and on. There’s always a way to make things better.