The word ‘Growth-Hack’ really has the X factor. This word is slowly but surely redefining marketing permanently. Techies taking over the marketing department has now become a common affair. Be it Silicon Valley or Bangalore, it stands true for all. The startup circle is well acquainted with who growth hackers are. Hence let’s not delve into rhetoric any more. Well this article is not about Growth hacking. I will just try to push its boundaries a little further.
The term growth hacking simply put is proliferation of your user base at a rapid pace. Hence perception dictates that growth hacks should be online. Where else will you find so many users? Well this holds fort for the most of the cases, niche businesses and vertical networks with traditional user bases challenges the notion to the core.
Internet businesses have always been an attempt to translate offline behaviour online. More so with niche businesses with orthodox user bases it is very important to have a more coordinated effort. Offline growths hacks call for perfecting and customising practices that are deemed to be the best practices in the industry.
Objectively Define Your End User Behaviour
Do you know your Customer? Well I know what most of you will think. Its easier said than done. We want to replace offline behaviour hence we must know every tit bit of that behaviour. And then tell your designer to design materials in sync with that behaviour. For example if you want your users to read news on your app, it’s the newspaper you want to replace. Hence design your newsletter as a newspaper. It will certainly catch his attention.
Add Value. Create Impact Oriented Content
Self-boasting never helps. And your customers will always see through it however subtle it might be. Make sure the offline materials are more than just a run of the mill everyday promotional material. It has to add value similar to what you would want your product to do. It needs to carry the same virtue as your product. Financial motivation and career oriented content always helps and are easy to draw relevance to.
We are the country of the Bollywood. We often consider a certain game as religion. Basically, we all are emotional. How can we leverage that in our marketing is the real hack? I might sound a little philosophical here but I will still go ahead and say it. There is no emotion strong enough other than the fear of lagging behind that can drive actions in a customer. This is where you need to stand out. Defining your best user will be critical as he will be the yardstick in devising any campaign. Different users have different behaviour. Like a doctor will use your product if his peer is using it or shop keeper might use it if his competitors are using it. Tracking customer behaviour at an emotional level is very important.