This article is reproduced from the public number & ldquo; Jingwei Ventures & rdquo; (ID: matrixpartnerschina), the author is JOHN MCELBOROUGH, Jingwei Venture Capital compiled.
At the moment, if a startup wants to grow, its challenges will undoubtedly become more comprehensive and diverse. — For startups, growth is very important, but today’s traffic dividend is not obvious, for every entrepreneur, It is important to find an executable, effective growth path.
This is the growth hacking strategy we want to share today. What exactly is a growth hacker? Today we choose to share47 cases—— Before we start reading these growth hacking strategies, let's make a hypothesis:
Suppose you are eating in a restaurant and now want to pay. When you pick up a card from your wallet and decide how much to pay, the waiter will bring the bill to you and then return to the counter; at the same time, at the other table, the same ceremony has just begun. But this time the waiter not only brought in the bill, but also brought mint chocolate.
According to a study in the Journal of Applied Social Psychology, the second waiter received a tip that was 23% higher than the first waiter. This is a small example of “growth hackers”: growth hackers are a strategy designed to increase revenue or win new customers.
This kind of restaurant application strategy also works in other business areas. Let's take a look at the “additional" strategy. Before you check out at the online shopping platform, you can choose the shipping method, including free (three or four days delivery) and additional fees (delivered at the specified time the next day). You have chosen “free”, but after a few hours you receive an email stating that your order has been upgraded to “next day” delivery.
If this strategy works, the next time you want to buy something similar, this business will be your first choice.
If we find that a startup has a very good rapid expansion, it is likely that the company has deployed its own growth hacking strategy, gaining users' attention and gaining more market share. These strategies may be simple or complex, either online or offline.
All of these strategies have one thing in common: they attract the attention of the target audience in an innovative way —— its primary purpose is to serve growth.
There are many ways to grow a hacker's strategy. Today, the cases we share are all successful in the sense of growing hackers. (Note: Today's shared cases, not all examples are “recognized” as growth hackers, some of which are traditional marketing. Strategies, some are sporadic events). Classification is not important. Whether these strategies are the most cool and fancy is not important. What is important is that through the combing of these strategies, you can bring some form of growth or some inspiration for reference. Below, Enjoy:
1. Shazam: & ldquo; word of mouth & rdquo;
Music technology company Shazam has come up with a clever marketing tool that not only expands the user's interest in song recognition applications, but also turns the problems encountered into their own advantages (this method is also very common in Chinese music apps). )).
Shazam's app allows its users to recognize songs heard in various scenes by recording a piece of music that matches the music to an online database for identification. When the background noise is too noisy, the software may have difficulty recognizing the song. So Shazam recommends that users try to keep their phones close to the speakers.
This is a clever trick. When others see someone waving their phone to find a speaker, they naturally ask, "What happened?" ” News about the Shazam app quickly spread through word of mouth. As a result, the app was downloaded 500 million times.
2. Netflix: “Precise Promotion”
Industry leader Netflix's early development relied on capturing the interests of target users. The company that started from the DVD rental business, in order to let more people remember “Netflix”, took advantage of the web forums that DVD enthusiasts gathered to promote marketing.
Netflix adopted the “Trial Operation” promotion strategy, which provides seed users with hard-to-find sources during the trial operation phase. Netflix originally thought that this approach would not attract too many users, but the fact is that Netflix receives 1000 orders per day in a month without any traditional marketing methods.
3. Buffer: “The power of third-party blogs”
In the US, blogs are playing an increasingly important role in helping companies get inbound traffic (note: in China, blogs can be replaced with a series of social networking channels such as WeChat Weibo). However, publishing articles on the company's own website is not the only way to get traffic.
A good example is Buffer, an app that helps people manage and schedule social media posts. Influenced by its founder Leo · Leo Widrich's blog post on a third-party website, the company's user base has grown from 0 to 100,000.
The primary purpose of Buffer in third-party blogs is to attract readers' comments and then respond to comments. Some of these responses will be hyperlinked to guide readers through Buffer's own website. For example, if you are writing an article about social media, write a workable solution. For example, “10 ways to get the most out of Twitter” & rdquo;—— this “dry content” can attract users to read and increase the likelihood of target readers returning to the Buffer website. Today, Buffer has approximately 1.5 million users worldwide.
4. Hubspot's strategy: “free tools”
Blogs are often part of a broader inbound marketing strategy, primarily as a means of attracting customers to a website.
The US Hubspot Company not only provides marketers with a set of tools to manage their inbound marketing campaigns, but also demonstrates the effectiveness of their services through an aggressive content marketing strategy.
Like many companies, the company regularly publishes blogs (in addition to the official website in China, you can do your own official Weibo WeChat and other channels that apply to you), while also providing value-added content in the form of e-books.
But in fact, Hubspot's most successful strategy is to provide a free “site evaluation tool”. Simply put, the tool allows users to see which parts of their website perform better and which parts perform poorly. This is a great free service and, crucially, it effectively brings traffic to Hubspot's portfolio of services.
5. Groupon: & nbsp; bargaining & rdquo;
The sharing and forwarding of social media has become a barometer of a company's reputation. Online discount provider Groupon turns user support into an art form. After purchasing anything on Groupon, customers can choose to post a tweet, like or share. This is not a new technology, but it is in line with the broader growth hacking skills. These include:Refer a friend plan (rebate through Groupon bucks)Diversified purchase options —— such as buying tickets for friends
Daily email to inform you of the latest discount information
This hacking strategy helped Groupon grow 228% in a year.
6. Paddy Power: <;Making gimmicks”
Irish online betting company Paddy Power also uses social media, which aims to increase the company's visibility and indirectly increase sales.
The best thing to do is to make some high-profile gimmicks. For example, before the World Cup in Brazil, the company posted fake pictures on the Internet, indicating that it was engraving in the Amazon rainforest “C’mon England”
The company does not measure results from a ROI perspective, but these activities have kept Paddy Power's platform within the target customer's view and increased its visibility.
7. Ice bucket challenge: & ldquo; launch offline participants & rdquo;
Even if you don't participate in the ice bucket challenge, you definitely know the existence of this activity.
The Ice Bucket Challenge is an event launched in August 2014 that requires participants to bravely immerse themselves in ice water to support research on “Frozen People”. Through simple means, the event raised nearly $100 million.
This is a truly contagious activity, and many offline participants have greatly increased the communication and influence of the event. “Ice bucket challenge” is not simply sharing videos online, but directly participating and meeting the challenge.
The event attracted people who are committed to preventing frozen disease", people who are eager to get attention, opinion leaders and ordinary challengers. Once you are named by someone else, it is difficult to avoid accepting the challenge. Because the invitee either accepts the challenge within 24 hours, or chooses to fight against “muscle atrophic lateral sclerosis” to donate $100.
This reminds us that social media often works in sync with the real world.
8. BodyCoach: & ldquo;With the influence of social media”
Fitness coach Joe · Joe Wicks strives to expand his influence on social media to start a career.
The attempt was originally made in Instagram—— In order to develop a small-scale personal training business, Vickers began to post comparative photos of customer training and share healthy recipes on Instagram. In addition, Vickers often uses Snapchat to update fan activity information. Vickers' popularity on social media attracted advertisers; at the same time, high popularity brought him a book contract and the opportunity to participate in TV shows. He now earns £1 million a month.
9. Gmail: “Use scarcity to attract people’s attention”
When Google launched Gmail in 2004, his industry position was far from that of today's —— the most daring data search giant. In fact, no one at the time knew whether Google’s products could compete with Hotmail and Yahoo’s products for success.
But Google cleverly turned its problems into a marketing strategy: Google has an advantage over its scarcity due to the limited server space available. They released Gmail on April Fool's Day, and only invited people can sign up. At the beginning, only about 1000 opinion leader users were able to invite their friends to use Gmail.
People feel that they became a member of a single club during the process of signing up for Gmail. This naturally sparked everyone's interest and needs.
10. Hotmail: “Small links, big market”
In contrast, Hotmail uses a seemingly simple technology to expand the market. In the 1990s, when users use the Hotmail account to send emails, they will see a slogan added to the signature page, that is, “I love you, come to Hotmail and apply for your free email.” This is actually Hotmail’s own website. link.
Although it is just a simple slogan, some recipients click on the link to become a Hotmail user, helping Hotmail open its own market.
11. Facebook: "forced use”
Messenger is an important product released by Facebook. This is a Facebook-independent communication application that third parties can use and communicate via chat bots.
But Facebook faces a challenge. Some people will ask: I have already installed the Facebook app on my phone. Why should I download Messenger?
To solve this problem, Facebook gradually closed the messaging tool on its own application and told users that the communication service had been transferred to Messenger. As a result, Messenger users experienced exponential growth.
12. OK Cupid: & ldquo; test game & rdquo;
Dating site OK Cupid already has a compelling and unique selling point (USP), which is free to use. But in 2007, it tried to integrate with the Facebook platform to increase its traffic.
The method is simple, that is, to attract users through test questions. A variety of small tests are a very popular part of the Facebook platform. For those who need to spend time on commute or in the office, a Facebook quiz by a third party is usually the first choice.
Through its integration with Facebook, OK Cupid enables users to participate in various categories of tests, including music topics and more. And this interaction is associated with their personality type and profile. Facebook's huge influence provides a very effective way to promote dating sites.
13. YouTube: "Use rewards and share"
The core service of YouTube is to let anyone post videos online. But to be truly successful, YouTube needs to expand its high-quality content to engage viewers and advertisers.
Competition is a way of stimulating the development of content creator communities. Initially, YouTube offered its own prizes, such as an iPod Nano for award-winning video producers. Later, YouTube extended this strategy and added partners. For example, a partner may offer rewards for the best videos on a topic.
In fact, YouTube's most fundamental initiative is to expand the Partner Program —— the program allows content creators to share advertising revenue, thereby increasing content clicks.
14. Paypal: & ldquo; cash rewards & rdquo;
There are more than one type of competition to mobilize user enthusiasm.
Founded in 1998, Paypal's strategy is simple: you can use an email address as an account to make a transfer transaction to facilitate cash flow. Although this idea was far-sighted afterwards, it was difficult to find users at the time. In addition, advertising costs are expensive, and the cautious attitude of established banks to startups has made it difficult to implement the plan.
Paypal's solution is to mobilize user enthusiasm with cash rewards. Users get a $10 bonus when they open an account, and they get a $10 reward for each user. The company spent about $60 million on rewarding user recommendations, but with a daily growth rate of 7% to 10%. Since then, the company has become eBay's preferred payment service provider.
15. Shopify: “Free trial”
Free trial is an old-fashioned strategy, but it also helped Shopify get 150,000 users.
The company offers small businesses the opportunity to open an online store. For a small business that has not yet entered the e-commerce field, it may be risky to cooperate with web designers in online stores. So, Shopify allows users to use it for free for 14 days to verify the value and feasibility of the proposal.
This pilot program was very popular and laid the foundation for the addition of paying users.
16. WPEngine: “Recommended Awards”
WPEngine provides hosting and optimization services for WordPress blogs. Although there are many competitors on the market, WPEngine relies on providing quality services and leveraging existing users to attract more users.
The strategy it uses is a very generous recommendation program, where users recommend someone else to sign up and receive a $200 reward, which is unlimited.
The premium WordPress hosting service has a limited audience, but the recommended solution is cost effective in finding paid customers.
17. Invision: “Reward the audience”
The B2B market is different from B2C, and the growth hacking strategy adopted is not the same.
Providing useful business intelligence to your target audience is a long-standing strategy. Invistion is a software company focused on basic web design and functional simulation. Developers can design a page to run through Invision to see how it works.
In order to build trust with the relevant communities, Invision will give back to customers —— for example, provide customers with reports on design industry practices, strategies, and even salary income.
18. Dollar Shave Club: & nbsp; viral video & rdquo;
YouTube has become a catalyst for countless brand growth, and a small viral video can effectively drive sales and subscriptions.
A good example is the Dollar Shave Club, which successfully demonstrates how viral video can be used to grow hackers. The company has grown into a $600 million company in just three years.
The company's subscription model includes a razor and other male beauty product recommendations once a month.
The subscription model is great for a back-to-head business, but first requires a large number of user registrations. The company released a relatively crude but interesting video that received 19 million views and the company subsequently launched other videos. They are right, viral video is a great way to attract users.
19. PooPourri: & nbsp; content creation and toilet humor”
PooPourri is a company that offers "fragrance solutions" to help customers deal with the smell of toilets. The company showed customers why they need their products through a series of funny videos. You can think of these videos as entertainment, but you will never forget the name of this product.
20. Shopstyle: “Follow the content”
Shopstyle drives the rapid growth of the business through high-quality editing work.
The site is owned by Popsugar and aims to provide effective traffic to retail partners. Users can find and match clothing online using variables such as color. In 2015, the company's traffic increased by 55% over the previous year, most of which was attributed to the inbound traffic generated by the editorial design. The company fully recognized the power of propaganda, so it established a partnership with fashion bloggers and cultivated users through the “Inspiration Center”.
21. Dropbox: & ldquo;mail promotion”
In just 5 years, Dropbox users have grown from 0 to more than 100 million, while reducing advertising costs to a minimum.
The key is the combination of social media and email. Earlier, the company used Google AdWords to get information, but found that customers could not afford excessive acquisition costs.
Instead, Dropbox encourages users to help promote through social media and email. There is a natural symmetry between the product and the marketing channel. Users need to tell the recipient this channel to share files through Dropbox. Conversely, if you want to access a file, you must register for the service.
It's all supported by a video. This video acts as a “interpreter" role and provides a guide to using Dropbox.
22. Buzzfeed: viral topic
Few people can compete with Buzzfeed in terms of relying on viral sharing to generate traffic.
Today, Buzzfeed is more than just a small entertainment provider that distributes its programs through its own websites and social media; it is also a serious news platform that works with the BBC to conduct surveys and report on news.
At the heart of Buzzfeed's development is an in-depth understanding of the effective content types and distribution of content in the digital age.
A typical example is the questionnaire. For example, you want to know “ What kind of parents are you? & rdquo;, in order to find the answer, you need to fill out a questionnaire and share the results of the questionnaire on Facebook. Your sharing will evoke the curiosity of your friends, and they will also do the questionnaire. This naturally creates a viral topic and can be trafficked through people's sharing and promotion.
23. TripAdvisor: "Search Engine Optimization Cheats”
Few people know that the hotel recommendation and review site Tripadvisor was originally a company that provides tag search engine functionality, a background that gave the company a deep understanding of the importance of SEO (search engine optimization).
First, because the company is committed to SEO, Tripadvisor is always ranked high in travel-related searches, but it is only half the success. The business model also supports SEO work by constantly adding new comments to searchable content.
The company also has some growth tips, some of which are very simple but effective. For example, Tripadvisor encourages hotels to promote quality customer reviews through the review bar, which is good for controversial hotels. At the same time, the review bar also links traffic back to Tripadvisor and ranks hotel reviews higher in Google search results.
24. TripAdvisor+Amex: & ldquo;Cooperative Promotion Trading”
The example of TripAdvisor proves that the awareness of growth hackers should not end with the growth of the company. A good example is its partnership with American Express. Under the agreement, Amex users in the UK, US and Australia can seamlessly book hotels through Tripadvisor while leaving comments. This information is displayed in the joint banner promotion of Amex/ Tripadvisor. This move drove the business and also promoted two brands.
25. Skyscanner: & ldquo;Window Gadgets”
The cost of winning customers is high, so the most unwilling to do for a low-cost airline search engine like Skyscanner is to spend money on users again and again. The better way is to grab the customer.
This is where the window widget is involved. Basically, gadgets allow companies to occupy a piece of “quality land” on the desktop or website of a third party (whether a partner or an existing user).
The travel website Skyscanner uses gadgets and works very well. In 2008, the company partnered with Netvibe to create gadgets that users can place on their personal pages or on the Windows / Mac system desktop so they don't have to spend time searching or typing the URL of a travel website to find Special offer.
Not only that, but they offer an embeddable website gadget that also allows other travel sites to add useful flight search capabilities to visitors. These gadgets not only allowed Skyscanner to appear in front of millions of users every day, but also created a massive Skyscanner website backlink network that drove its explosive growth through Google's high rankings.
26. Spotify: <;Share Gadgets”
Spotify also likes gadgets a lot. It provides tools for singers and fans to advertise songs or share playlists on their own websites, Facebook or Twitter.
The scenes using Spotify are varied. In addition to auditioning, clicking on the gadget to listen to the full track must register for a new Spotify account or log in to an existing account on the device. This approach brings more users.
But Spotify's biggest growth hacking strategy is the freemium model. Unlike Apple Music and Deezer's charging model, Spotify is free for those who don't mind listening to ads. This ensures that Spotify is a market leader in traffic and also provides advertising revenue.
27. HotelTonight: & ldquo; focus on user experience & rdquo;
The hotel booking app is neither novel nor unique, nor does it allow you to get cheap deals right away. So, what caused HotelTonight to become more and more popular?
Sometimes providing the right user experience is probably the best growth strategy.
The focus of HotelTonight is on the mobile experience. If you have just arrived in a city and want to find a hotel, you will probably find a mobile phone to find it online. HotelTonight focuses on the mobile experience and conducts rigorous A/B testing to ensure users can easily use the service.
28. Moonpig: “Like the Divine Comedy,”
Can you name the names of several greeting card companies? If you are only asked to say one (if you are in the UK), it is probably Moonpig.
Moonpig creates a unique value proposition by providing personalized cards through an online platform. But that's only half the battle. The real challenge is how to attract customers. The company uses smart TV advertising to drive growth. Its advertising words are very annoying and memorable. In the words of a psychologist, this is a kind of ear worm & mdash; — a divine comedy that won't disappear from your mind. This not only increased its brand awareness, but also boosted sales.
29. Comparethe Market: & ldquo;Fictional Animal Story”
The comparative website model has proven its value in the public affairs, banking and insurance sectors.
Like Moonpig, Comparethemarket.com uses TV commercials to build brand awareness. While Moonpig focused on creating the slogan “Always on the ear”, Compare chose Meerkats to connect with the company with a very bad pun. It doesn't seem to be a fire, but the company has raised brand awareness through a series of fictional animal stories —— this shows the benefits of standing out.
30. Secret Escapes: "Attracting users before launching the product"
Founded in 2010, Secret Escapes offers hotel rooms that are high-end luxury and highly discounted.
These very favorable discounts are due to the fact that the property is from the hotel “the unsold part of the empty room&>—— for hoteliers this is attractive because <; , empty rooms without people staying in rdquo; will not bring any income to them.
Large-scale revenue will give the hotel the power to cooperate, so Secret Escapes needs a large user base. But one problem that has arisen from this is that if there are no products, what attracts users? Secret Escapes chose TV commercials. Secret Escapes ventured into £250,000 in the first TV commercial. The company believes that advertising in primetime shows will not be very effective, as viewers will concentrate on the show rather than paying attention to the ads. On the contrary, in order to find the audience who are willing to see the advertisement, they chose the afternoon TV show Poirot and interspersed the advertisement in this program, which achieved good results.
31. Slack: "Word of mouth recommendation”
In February 2014, Slack had 15,000 users. After one year, the number of users reached 500,000. The company attributed its success to the “bottom-up word of mouth”.
The challenge for Slack is to convince companies that don't use internal communication tools. They actually need this tool —— this is tricky. After all, people are used to communicating via email. If the email is not working, you will choose Skype.
But Slack provides a more efficient way to manage communication within the team. The company's approach is to find big companies that can be persuaded to use the system: Rdio participates in the trial and then promotes Slack throughout the company; once the user is attracted, it will recommend Slack to others.
Through trial and word-of-mouth recommendations, Slack's business has grown exponentially.
32. LinkedIn: & ldquo; public resume & rdquo;
If you want to find someone on Facebook, it's easy to find. But only when you contact him can you see his complete profile and history.
Most ordinary people don't have personal blogs and websites, and they don't want to be voyeuristic. But some social media users want to disclose their profile for specific reasons, and LinkedIn's commercial/professional users are certainly the same.
The main purpose of most LinkedIn users is to connect and expand their careers. LinkedIn recognizes this and has launched a public resume service.
Once a CEO or MD is tracked on Google, the person searching for must sign up for LinkedIn to connect with them, which is the key to driving growth. LinkedIn has a very detailed approach based on user growth, and this is just one of them.
33. PokemonGo: "Breakout"
PokemonGo has succeeded through cautious marketing, and large-scale user growth has laid the foundation for increased revenue.
PokemonGo does not serve ads and does not explain how the game works. Nintendo initially only said on Twitter that the game was open beta —— this approach gave birth to a very large user base: in August 2016, the app was downloaded 100 million times. This enthusiasm benefits from public familiarity with Nintendo games and an interest in augmented reality.
Developers upgraded the game to a free download and developed advanced features and wearables.
34. The Daily Mail: & ldquo;Content Combination”
The Daily Mail is the second most popular newspaper website in the world, second only to the New York Times. For a medium-sized British tabloid, this is an amazing ranking.
More importantly, the Daily Mail achieved online growth without affecting newspaper sales.
A successful strategy is to expand the content mix. The Daily Mail and Mail on Sunday Newspapers have a lot of celebrity stories, but there are more content on the online channel, which generates a lot of traffic. This helps create more users for the site with relatively little marketing spend.
35. Zappos: & ldquo; unconditional return & rdquo;
Early in the early days of e-commerce, people realized that non-tangible goods such as books were better sold, while clothing sales were more difficult. Since then, this has proven to be wrong and the clothing is better sold. But one area of the apparel market — — footwear & mdash; & mdash; online sales speed is very slow. The reason is very simple, the shoes are not fit, the uncomfortable wearing is more personal than the clothes, and the differentiation is more obvious.
People like to try on it before buying shoes. Footwear retailer Zappos is trying to solve this problem. The company offers an unconditional return policy that excludes purchase risk.
Interestingly, they found that the best users are often the ones with the most returns.
36. Airbnb: & ldquo;With the power of professional websites”
In a network world where new market models are emerging, you can hardly hear about Craigslist. But once upon a time, it was also seen as a pioneer. Especially in the United States, its outstanding position helped Airbnb gain momentum and win a breakthrough.
Airbnb's strategy is relatively simple, allowing landlords to cross-publish listing information on the Airbnb website and Craigslist, a measure that greatly expands the scope of listing information.
37. Firebox: & ldquo; expand joining rdquo;
The Firebox was founded in 2000. This gift and gadget e-commerce site has seen significant growth in the first decade of trading. The company's revenue in 2003 was £3,700, and it rose to £1.7 million in 2009. During this time, the Firebox used social media to build relationships with franchisees, which created more than £7 million in revenue.
Joining is very suitable for companies in the growth model, because growth is self-financing, and it doesn't matter if there is any advertising expenditure. To grow, you don't need to contact a new company, just contact a new franchisee.
In order to expand the strategy, the company does not cooperate with a single franchisee, but at the same time cooperates with three franchisees to establish a potential partner database. Now, the Firebox still invites the site owner to sign up and promises to give a 8% commission on sales.
38. Tastecard: <;Email Marketing”
Launched in 2010, Taspercard offers half-price discounts or buy one get one free offers for restaurants across the UK. When Taspercard was launched, cash discount coupons were hot and popular. Taspercard offers members a discount by charging a membership fee of £7.99 per month.
Tastecard has reached an agreement with the bank that is critical to the growth of Tastecard. Banks want their users to use more credit cards, so they provide the appropriate subsidies. Taspercard has almost no cost in providing services to users, so they can aggressively launch discounts and even free events to expand their user base. As users grow, more and more restaurants are joining in; in turn, more and more restaurants are attracting more users by offering discounts.
39. eBay: <;Building Trust”
eBay encourages thousands of small companies to set up accounts and conduct online transactions.
That's just one of the drivers of eBay's rapid growth. Shops and individuals can sell things on the platform, and eBay has created a large-scale trading platform that attracts users. In short, whatever you want, you can find it on eBay.
The key is to gain the trust of the user. To this end, eBay provides assurance through a buyer rating system and custody protection. Easily paying with Paypal is also a key factor in attracting users.
40. Urbanspoon: <;Using Technology”
The Urbanspoon app provides thousands of restaurant reviews. An important growth method is to use the iPhone's accelerometer to use this app. In order to view the comments randomly, the user simply turns the phone to trigger the accelerometer and the comments are automatically displayed. This is a simple marketing technique that encourages users to “play” & rdquo; this app. This way of "playing" will also give viewers curiosity and help attract new users.
41. Kickstarter: & ldquo;Using Creative Community”
Although Kickstarter started a year later than Indigogo, it has become the world's number one crowdfunding platform.
Kickstarter is headquartered in Brooklyn and takes root in the creative community of New York. The Kickstarter website is dedicated to supporting and inspiring innovative, creative and creative activities. Facing the public to raise small amounts of money through the online platform, it is possible for creative people to get the funds they need in order to make their dreams come true.
Their early breakthrough was in close contact with those who used the platform to raise funds. The user side of the platform is creative, who needs funds to create and create, and the other is the person who is willing to fund them, and then witness the emergence of new inventions, new creations, and new products.
Obviously, when Kickstarter can be successfully used to raise funds, the platform's usage rate is growing like snowballing.
42. Ministry of Supply: “Using Crowdfunding Testing Markets”
Kickstarter and other platforms not only provide the means to raise funds, but also provide opportunities for startups to test the market and acquire users.
Ministry of Supply is a commercial clothing website. The company launched a crowdfunding campaign on Kickstarter and raised $30,000 in target funding within five days. At the end of crowdfunding, the funds raised exceeded the target of $400,000. This achieves the goal of validating the effectiveness of the crowdfunding platform.
The crowdfunding platform is a great place to sell products and build markets. If successful, this is a means of growth hacking and can even be used to attract angel investment.
43. Oatmeal: & ldquo;Using the power of fans”
The Oatmeal website is the creation of the cartoonist and author Matthew Inmid; Matthew Inman. To commemorate the publication of the new book, Inman used his existing readers to help promote the title.
Inman's approach is to ask fans of the site to provide feedback in the sales display bar of the Barnes and Noble bookstore. Some of the exhibition areas were marked with the “New Book” tag, while others were marked with Inman's comics.
Inman asked fans to say which way the labels and comics were more effective, and then took pictures next to the exhibition area.
As a result, two photos were submitted every minute of the day —— this became a timely, easy and free publicity.
44. Booking.com: “Do a good keyword search”
When it comes to high-income growth companies, Booking.com can be said to be a good case study, although the key to its success is not much innovation. They spent a lot of money on Google AdWords, and the 2013 Booking Price Houseline spent $1.8 billion on digital advertising, the largest of which was probably spent on Google AdWords.
In fact, doing keyword searches is getting users. There is no doubt that you should focus on the most profitable keywords.
Brand loyalty is very important in tourism, because the price homogenization of hotel booking websites is getting more and more serious, so “New York hotels” is not important for such expensive paid search keywords to offer new customers. Because he can get a new user like this. The next time a user books a hotel, Booking.com can reach the user through a cheaper, more direct channel.
45. Moz: “Attracting users with premium content”
Moz is an example of using content and communities to drive growth. Originally a SEO blog and consulting firm, Moz has grown into a software company with 200 employees and annual revenues of more than $38 million.