The Ultimate Growth Hacking Guide

Transcription

1 The Ultimate Growth Hacking Guide

2 The Ultimate Growth Hacking Guide 0. Introduction 3 1. Prospection 4 2. Downloading Lists from Linkedin 2.1 Dux-Soup Linkedin Premium 3. Find s Campaigns 4.1 Create a Campaign Data import 4.3 Post-sending. 5. Creating campaigns Growth Hacking Techniques The Team that will help you 19

3 Introduction Dear Customer, We are the FindThatLead team and we have created this ebook in order to share with you the knowledge that we have been acquiring during the last years that has helped us to growth. This includes how do we do the campaigns, what do we say in our cold s and obviously, how do we get the leads. To sum up, this guide tries to help you in the search of new customers. We found the way to semi automatically generate leads and we have tested the effects in short term and are really positive. With just one user you can get from 5 to 10 new customers per week, withou wasting your time! 3

4 Prospection Is the base of every campaign, you need to have a clear vision of the customer that has better conversion. To find those profiles you can use those sources: Linkedin Groups. Your competence s followers in Twitter. Congresses of the sector. Key words. Google Alerts. 4

5 Downloading lists from Linkedin In order to generate leads, you need to have lists. Sometimes it may be hard to create a handmade list, because of this, we recommend the tool Dux-Soup, that allows you extracting the information of the LinkedIn profiles from a LinkedIn search. Dux-Soup automatically downloads the information, so you will just need to do a search on LinkedIn, setting the criteria that you find relevant in order to get you desired customer. The information that will be download includes the information that you will need later with FindThatLead in order to find the s (name, last name and company domain). DUX-SOUP: Chromestore link Dux-Soup With Dux-Soup, as we said before, you will be able to visit and download automatically the profiles of you best new customers. It is easy to use: 1. Download the Google Chrome Extension. 2. Open Linkedin 3. Do a search in order to find the profiles that you are interested in. 5

6 4. Open Dux-Soup and click on visit profiles. 5. In a few hour you will have captured around profiles, you can minimize the windows and leave Dux-Soup working in the background while you work on all the tasks you have to worry about. 6. Download the information and find the s with FindThatLead Google Spreadsheet Add-on. This will download a.csv file. Linkedin Premium You can create a LinkedIn premium account, the first month is free. This will allow you to visit from 400 to 600 per day. 6

7 Find s First of all you should download our Google Spreadsheet Add-on: In order to get the s you will need to: Upload the CSV that you downloaded from Dux-Soup to a Google Spreadsheet. In the Add-on menu choose Open FTL. On the FindThatLead sidebar we will need to fill the fields: First name column, Last name column and Domain name column. Click on Find s 7

8 *Tips Filter the s by confidence level (the 3rd column written by FindThatLead) and keep only the ones that have a percentage higher than 60, this will avoid having a lot of bounce back s. For important profiles: Use the LinkedIn plugin, so then you will be able to check if the information has been added correctly. All the searches are saved in the dashboard: In the fourth column written by the Google Spreadsheet Add-on by FindThatLead you will have all the permutation in the case that the result of the search is guess. This will allow you using Rapportive in order to verify manually the . 8

9 Campaigns To do cold mailing the best way is personalizing the s manually, nevertheless, as all the s first s look the same you can use some tools designed to make easier those tasks. We recommend Woodpecker, a tool that will allow you to send an to all the prospects that you have found with FindThatLead with a precise personalization. Plus, you will be able to do a follow up and it has a really user friendly interface. Create a Campaign Once you sign in app.woodpecker.co you should create a new campaign, to do so click con add campaign. When you have it created you can create the that you will send to your new customers and include all the personalization that we want (name, last name, , company, position, etc) and choose when you want to do the sending. 4.2 Data import To do the sending to the prospects that we have created with FindThatLead you should upload the.csv file by clicking on import prospects. Once you have added the prospects and prepared the you can click on send and save. 9

10 Post-sending After the mailing you can see metrics about our campaigns. 10

11 Creating cold s that work At FindThatLead believe that communicate with people using s is one of the best tools you can use, always in a correct way. In order to get replies, a cold has to be short yet powerful and intriguing. For this reason, each part of the short message has to bear meaning and play a crucial communicative role. Here you have some critical tips/steps that will empower your communication with your future customers or investors. All of these suggestions have been taken from our own experience and from some websites dedicated to cold s. I would like to make a special mention to Woodpecker, a really powerful tool that it s essential for us. 1. From Line Most people do not care about this one. And that s their big mistake. The from line is what our addressee can see once the message gets into their inbox, right next to the subject line. Should we put there our first name, our first and last name, or the name of our company? Well, it depends on our audience but thanks to our experience we ve learned name and last name it s more than enough. 2. Subject line The subject of our cold is the key to capture addressee s attention. It is the subject that makes them open our or delete it right away. How to construct the subject so that our addressee can t help opening our ? Something as short as possible, in the first it has to be something personal and nothing related with your product/service. DO NOT TRY TO SELL YOUR SERVICE/ PRODUCT IN THE FIRST . 11

12 3. Introduction Right after we persuade our addressee with the from line and the subject to actually open our message, we re halfway through. Now we ve got 3 seconds to catch their attention and make them read further than the first two lines. And that s why we need an intriguing introduction. For a few minutes forget about your great product or service. Even if you have a perfectly-crafted description of your solution, keep it for the next part of your . In the opening lines, focus on the reasons why your addresses should be interested in it in the first place. Think of the intros that made you read an till the signature and possibly respond. Try to realize what was so great about them. The introduction is never about you or your company. The example below is a most common poorly introductions that people tend to send. Hi, my name is so-and-so and I work for such-and-such a company. We are nothing like the other companies. We don t just do this-and-that but we also do that-and-this, these-and-those, those-and-these and much, much more. We also have great prices. We are masters in our field. ( ) 4. Value Proposition That s the pitch point of our , the heart. All parts of your have to click with one another. The intro links with naturally with the value proposition, and the latter is followed by a clear and appropriate CTA. All parts of your have to click with one another. The intro links with naturally with the value proposition, and the latter is followed by a clear and appropriate CTA. That s very important otherwise the message sounds unnatural, confusing and irrelevant. And to make them reply, it has to be the exact opposite, i.e.: natural, clear and relevant. 5. Call to Action (CTA) If we want the addressee to take an action after reading your , which obviously, we do, we need to tell them straight ahead what we want them to do next. How to formulate a CTA that is a real trigger to action? What can we ask our addressee for? There is a dedicated section to CTA later on. 12

13 6. Signature And last but not least, the often and widely ignored signature. The signature should tell our addressee who we are and where they can find more information about us and/ or our company. This is basic in the first where you are not providing any link to your web in the body of the message, only in your signature will appear your website. A well-constructed signature can help us shorten the body and make the message more digestible and addressee-centered 13

14 Creating campaigns Before you start creating any template or you have to know your prospects, your audience. Get to know your prospects. Discover their problems. That will give you some hints on what kind of context you want to create in your intro to draw their attention before you present your solution. And what do our prospects care about? 1. Themselves OBVIOUSLY, you will never open anything related with another one. That is the reason why it s not recommended to sell your product initially. Start with a reference to their work and expertise. A website, a blog post, a tweet, anything they written or made. Express your appreciation, complement on it in a genuine way. A little flattery is what catches their eye and makes them start to like you. That s just how we all work. 2. Their company Refer to their company, or even more specifically, to an issue the company may have that is directly connected with what you re about to offer. You can use a specific question that will start a kind of a dialogue and make them wonder about how they could improve their business with your help. For examples; I m conducting research on ways to improve employee loyalty and since you re an expert on management at (Company), I d love to hear your thoughts. (for HR company) As you are expert in (industry) at (company) 3. Their very problems Asking about the problems they may face, what can you offer to them that increase their revenue/customers/workflow/communication etc... This may be a great conversation starter as it makes them tell you about the issues they re struggling with. And in order to notice the value of your solution, they have to realize their pain in the first 14

15 place. In our case; We know how difficult is to get new clients, so we have change the game in this field and developed FTL. 4. The solutions to their very problems As we are saying before. That s the art of cold to introduce your idea/business/ product as a solution to the addressee s real problems. As soon as they figure out that they really have a problem, they will be ready to hear/read about your solution. That s why we never start a cold talking about ourselves or how good our company is. We create a context for our solution first. We give them a reason to hear us out to keep reading and after that we will try to solve that problem. There are many ways to make your outbound campaign successful. You can create it yourself, hire a professional to do this for you or use one of the readymade templates all over the Internet to adjust it to your needs. No matter which option you would choose, make sure you follow the main rules of a killer sales that guarantee you will have successful campaigns using automation: Make it as short as possible: focus on your main message and get it as straightforward as you can without being too informative. However, make sure you do provide the data necessary to define your offer and make it clear Add value now, pitch later: before selling anything make sure you build a strong connection with your customers, make sure that bringing value is your primary goal It talks about the benefit for the customer: briefly tell your prospects the main benefit of goods or service you want them to buy, keep the offer simple with no strings attached. It is easy to respond: do not ask for too much, it is no good way to start a warm and trustworthy seller-client relationship. Make it personal: sound like a human; there is no better way to generate a lead than referring to them personally. Subject and body should be bonded: try to never forget that your subject should 15

16 reveal the nature of the and its main promise. Whereas a well-crafted subject is the key to boosting our opening rates, the CTA (call to action) is the key to boosting the reply rates. That s the sentence, or a question, the addressee reads at the end of our message. That s the part that makes them undertake some action send us a reply, click the provided link, sign up for a trial. What s the purpose of our ? Second question to ask ourselves when writing a cold (the first is Who is the addressee of the ? ). The whole should be consistent with that purpose. The CTA should clarify that purpose within a single sentence. The CTA should be the answer to a crucial question our addressee will be asking themselves, that is: What do they want from me? This is what we are trying to explain before. Many cold s fail to answer that question. And when a quite well constructed message fails because of a too blurry CTA, or even worse lack thereof, that s just sad. If the addressee is not sure what we want from them after all, they most probably won t enter the conversation. Does our addressee know exactly what we expect from them? The CTA should specify the next step we would like our prospect to take. We should specify the next step as clearly as possible, so they don t have to wonder about any details. The simple example involves an invitation for a phone chat most popular CTA. Here s some example: Can we talk? Are you available? Would you be interested in a phone chat so I could tell you more? Would you be available for a phone chat next week? Would you be available for a 10-minute phone chat next week? Would you be able to chat on the phone for 10 minutes next week on Mon or Thu morning? Note how each version includes more and more details. The addressee will be more 16

17 willing to agree if they know exactly what they re agreeing to. That s why it s important to give them an estimated time they would have to take for the chat. It s always better to ask them for a more specific time for the conversation or meeting. We could ask them a more open question, like: When is the best time for you to talk about this for 10 minutes? To answer such a question, they have to reach to their calendar and choose a date themselves. That will sometimes work. We are providing two or three options like the last example showed above. It s interesting to have a link to your calendar if you want to let the prospect decide the time that fits best in his individual case. Be careful with prospect position. The higher their position, the more busy they are and the less time they will be willing, or able, to give you. That s when the knowledge of who you re addressing is crucial. If you re asking a C-level executive for a 30-minute conversation, they will most probably feel you re asking for too much. To sum up. The purposes of your s may be various. First, it s good to define them clearly for yourself. Next, it s crucial to make sure you don t confuse your addressees and that you do tell them exactly what you want from them. Set things straight. Keep it short and obvious. If you want them to hit you back with a reply, tell them that. But don t forget to ask them a question, so they know what to reply to. If you want them to get on the phone with you, tell them specifically about what they can expect from this conversation. Offer some dates and time limits to make the decision easier. If you want them to sign up for a trial, give them clear and short instruction on how to do that in the easiest possible way. But: Don t be pushy and don t sound salesy. If you want to sell them your product or service (which is what we usually all want in the end). DO NOT try to sell them in the opening . Don t make your CTA sound salesy, like Go to my landing page and buy now! or Go to mywebsite.com and choose a plan for yourself. that s inefficient because it sounds awfully salesy. Of course, you want them to buy from you eventually. But a cold is never meant to sell a thing it s meant to build a connection. It s meant to start a conversation. It s meant to build a background for cooperation, which in the end may result in your lead buying your product or service. 17

18 Growth Hacking Techniques In order to have a high ratio of success you can use some of the next tips: Ask them for reschedule a meeting, like: Hey <<name>>, we had a call a while ago but unfortunately we couldn t reach each other, when can we call? Meet with them directly without saying the reason: Hey <<name>> haven t we talked yet? let s talk tomorrow at 3p.m. Ask them for collaboration: Hello, can you please give me some feedback through a videoconference? I think that we could collaborate. 18

19 The team that will help you Cristian - CTO of FindThatLead If you need help with big data, scrapping, no-sql, back-end technologies or something related, contact him at cristian@findthatlead.com Arwa - Front-End Developer For any related thing on design or front-end developing you can ask her at arwa@ findthatlead.com 19

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