Wat is growth hacking?

Growth Hacking is een proces waarbij je met data gedreven experimenten hypotheses valideert waarmee je groei wilt bewerkstelligen. Growth hacking bevindt zich op het snijvlak van creatieve marketing, engineering, data science en psychologie. Daarbij wordt er gezocht naar kansen voor groei over een brede funnel, ook wel de pirate- of AAARRR funnel genoemd. Deze bestaat uit de volgende fases: Awareness Acquisition Activation Revenue Retention Referral Het grote voordeel van growth hacking is dat je efficiënter en effectiever met je budget en tijd omgaat en daarmee sneller en tegen lagere kosten kan groeien en innoveren dan je concurrenten.

Wat is het verschil tussen growth hacking en marketing?

Waar traditionele marketing zich doorgaans alleen focust op de twee bovenste fases van de funnel (awareness en acquisition), zoek je binnen growth hacking naar kansen over de bedrijfsbrede funnel. Je benaderd dus ook activation, revenue, retention en referral om groei te realiseren. Een ander groot verschil is dat je binnen growth hacking met snelle sprints werkt. Binnen 2 weken kan je al valideren of iets wel of niet werkt. Op die manier hoef je niet je geld en tijd te verspillen aan een campagne van 3 of 6 maanden die misschien wel niet werkt. Een derde verschil is dat growth hackers breder onderlegd zijn dan marketeers. Zij hebben meer technische know-how, zijn meer vertrouwd met data en begrijpen hoe (digitale) producten werken.

Hoe ziet het growth hacking proces eruit?

Het growth hacking proces is afgeleid van de lean startup methodiek waarin je de fases bouwen, meten, leren als een cyclus doorloopt. Een growth hacking sprint begint altijd met een brainstorm. Hierin verzamel je ideeën waarmee je impact op je belangrijkste metric (OMTM) wilt realiseren. Vervolgens ga je deze ideeën ranken en besluit je welke ideeën je als eerste gaat toetsen. Met het idee formuleer je een hypothese en ontwerp je het experiment. Tijdens de vierde stap ga je het experiment uitvoeren en zorg je dat je betrouwbare en voldoende data binnenhaalt. Tenslotte analyseer je het experiment, formuleer je de learnings en neem je die learnings mee naar het volgende experiment. Hoe sneller je dit proces doorloopt, hoe beter. Want hoe sneller je leert wat wel en niet werkt, hoe sneller je weet op welke kanalen en tactieken je moet opschalen om te kunnen groeien.

Hoe ziet de growth hacking funnel eruit?

De growth hacking funnel ook wel de AAARRR funnel genoemd bestaat uit de volgende fases. De volgorde verschilt per business model, product en organisatie. Per fase vindt je een aantal belangrijke vragen om te beantwoorden. Awareness: Hoeveel mensen bereik je? Wat kan je doen om je bereik te vergroten? Is je doelgroep specifiek genoeg? Hoe bereik je de mensen voor wie jij een probleem oplost? Acquisition: Hoeveel mensen converteren op je website? Wat kan je doen om meer mensen te laten converteren? Is de User Experience van je website geoptimaliseerd? Kan je verschillende landingspagina’s testen op je doelgroep? Activation: Hoeveel mensen nemen de eerste belangrijke stap? (Een kamer boeken, een product kopen, klant worden, een app gebruiken) Hoe krijg je meer klanten? Voldoet je CRM systeem aan de behoeftes van jouw bedrijf? Wat kan je sales team nog meer doen om meer leads te genereren? Revenue: Hoeveel betalende klanten heb je en wat is hun omzet? Is je prijsstelling correct? Wat kan je aan je product aanpassen om je omzet te verhogen? Retention: Hoeveel klanten blijven en gaan weg? Waarom komen je klanten wel of niet bij je terug? Referral: Hoeveel mensen raden je bedrijf aan aan anderen? Hoe kan je je referrals verhogen?

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