Abandoning the business growth secrets of traditional marketing "growth hackers"

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In Silicon Valley, a long hidden secret is now leaking.

If you look at the latest around billions of dollar companies, you will find that most of their marketing is not up to the height of traditional marketing, instead, they use new ways of thinking, observe each activity, so as to truly promote business growth. This complete centralization, unlike the "time marketing" of business schools, is the key to success, such as those companies that are becoming the rising stars today: Square, Uber, Airbnb. They have a common name called "Substituting hacking (growth hacker)".

I saw this trend in Silicon Valley, as early as 2010, by presenting "substituting hacking" as a way to express the difference between them and traditional marketers, as well as other groups of experts in start-ups with growth-oriented expertise. These so-called substituting hackers come from a variety of backgrounds, including marketing, sales and engineering. They do not have so much professional background and training to achieve later achievements, the focus is on its training methods. Substituting hackers removes traditional marketing features and simply focuses on the company's user base or revenue growth.

The real polarity of a substituting hacker is growth, testing your company for creativity, and a high degree of analysis to make real changes. That's why, regardless of your background, or the size of your company, substituting hacker can help your business grow as long as you adopt the right mindset and approach.

To say so much is to say that you should not just be stuck in the "substituting hack" and its terminology. What is important is not the terminology, but the real mastery of its core concepts. Our real focus is on the concentration of business growth, not the so-called marketing. This requires the development of real, systematic strategies for sustainable development, innovation and creativity. Of course, this is not to establish a sense of your own brand propaganda or public relations have unnecessary worry. You need to connect your product to the target market and grow as quickly as possible.

So how do you implement this new approach? Where do you need to find ideas and inspirations to promote business growth?

Obviously, you can't learn this from books. The content of the book is outdated too quickly, and will soon become the common sense of people, which weakens your advantage. However, this does not mean that you should completely ignore them. By reading, you can learn about positioning, user psychology and other basic knowledge. By using these resources, you can lay a solid foundation of knowledge that can be used to guide you in your efforts.

While reading and learning is the basis of everything, you also need to familiarize yourself with the latest and greatest growing industry practices and strategies to improve your skills. The second aspect that we should study seriously is the Internet. Many talented companies and individuals share their ideas through blogs and Twitter, and you can view or search for fresh ideas, inspirations and tactics. For example, to inbound.org,usv.com and growthhackers.com, you can see what others are doing, how they think, and so on.

Identify the companies and people you want to emulate or inspire. But keep in mind that things tend to develop quickly on the web, so a year ago the article is likely to be completely irrelevant to the current situation.

In addition to reading and research, one of the most urgent is to have a deep and comprehensive understanding of your target customers. You have to go out of your illusion and look for the needs of your customers in real life. Learn as much as possible, such as user analysis, measurement, user testing, interviews, etc.

When you can understand why your product can attract customers and all possible objections, you can better meet the needs of your customers. This can transcend mere superficial understanding and simple statistics. You need to drill down, dig the answers, and find unique opportunities that can boost growth.

For example, executives at Airbnb (the Travel House leasing community) have successfully found a huge customer base by automating the list of Airbnb to Craigslist, a large online free classifieds website. Through the popular Facebook circle of friends, the in-depth survey of the continued growth of customers found that mothers are active in their applications in the main target group. As a result, the company renamed Circle of Moms to better serve their customers best. There are other such opportunities, substituting hackers should look around for every corner.

By synthesizing the three components mentioned above: basic knowledge, new ideas and ideas, depth to customers, and finding a unique way to grow, you can automatically grow your business.

Once you have a thorough understanding of these and some innovative strategies, you can use your understanding of your customers to use these principles freely, making your products or services more responsive to the needs of your customers and even responding to their objections.

This is the key to successful growth: using a unique perspective on your customers, creatively using innovative ways to capture customers, so that more people know about your product and like it. This will bring your business to unprecedented heights.

Attached: Introduction to the author

Sean Ellis is the founder of Qualaroo's CEO and Growthhackers.com, and this is the author's insights into entrepreneurship.

(Compile: Via:entrepreneur)