Growth Hacking
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Everything you need to know about the growth hacker profession

If you observe or even work in the world of start-ups, you will inevitably have heard of this employee in the team called the "Growth Hacker", the one who practices Growth Hacking. A term widely democratized in recent years, which designates an expert in business growth.

You will be able to discover more in the rest of this article where we will see together what the job of growth hacker consists of, but also the skills and assets he must have, and finally we will talk about one of the essential tools that he must have. uses, the AARRR tunnel.

What is a growth hacker?

The growth hacker is, in general, a person with several strings to his bow, which allow him to quickly test and implement solutions to rapidly grow a start-up.

In general he has a solid foundation in development, but also in marketing and consumer psychology which allows this growth hacker to find solutions quickly to increase the business of the company while spending as little as possible.

Whether it is through the rapid acquisition of prospects, through an improvement in retention or even through techniques allowing a rapid virality of the service or product offered by the start-up.

The growth hacker is not afraid to do sometimes borderline things, as long as this can allow him to achieve his goal: Rapid growth.

The assets he must have

It is not uncommon for the growth hacker (GH) to be an autodidact passionate about this universe. Often this passion has allowed him to develop many skills and assets which, mixed together, allow him to perform feats that not everyone could achieve.

There are no specific skills to define a growth hacker, among the wide range of skills that can be attributed to him, we find qualities of community management, marketing, emails, seo, data analysis, split testings, developer and much more ...

There are no limits in his knowledge, and this is why there is no real training or school dedicated to growth hacker.

Concretely, you will be able to find excellent GH who have little development knowledge, but who are excellent in data analysis + a / b testing + web design. As you can find very good ones that will be more oriented development + SEO + marketing. Etc.

What must be kept in mind is that a good growth hacker manages to mix all his skills, to draw a synergy, which allows him to develop the growth of the start-up for which he works.

Lean marketing funnel aka AARRR, explanation

We come to one of the most important parts to fully understand how a growth hacker resonates and works.

The majority of his time, he will base his experiments on one of the points of the AARRR, also called funnel of lean marketing or lean marketing funnel in English.

This funnel is based on 5 essential points:

  • Acquisition
  • Activation
  • Retention
  • Recommendation
  • Returned

Acquisition

The acquisition of prospect is undoubtedly the stage which is privileged by the majority of the companies. The objective is quite simply to attract people to its service or product thanks to various acquisition levers, paid or not.

The growth hacker will generally try to acquire new customers at a lower cost thanks to targeted scrapping techniques, thus making it possible to generate qualified leads.

Activation

Activation is the second step of the LM funnel. The goal here is to get the prospect to actually test and use the service.

How many times have you signed up for a service and ended up not even trying it? Whoever has never done it throw the first stone at me!

Activation will remedy this issue of aborting the process. For example, to promote activation, Twitter directly encourages you to follow personalities. Netflix, for example, immediately offers you to “like” your favorite films, series or documentaries in order to offer you content that you may like, based on your choices.

Retention

Retention is an extremely important step, since it is directly linked to the sustainability of your business. Retention simply means having recurrence in connecting to your service or using your product.

The more retention you have, the more it means that your base of prospects and customers grows.

Indeed, what good is having new customer acquisitions if it is so that in the end, people only use your service once or twice before abandoning it ...

For example, to promote retention, Facebook sends you regular notifications to encourage you to log into the app to check what's going on. The same goes for LinkedIn, for example, which sometimes tells you in email that people have gone to see your profile, without telling you who they are! Curiosity thus pushing you to go and watch.

Recommendation

The recommendation is arguably the most important step to have exponential growth.

The principle is simple: Thanks to various methods, you encourage your current users to recommend your service or product to their acquaintances.

For example online banks offer to offer you money if you invite people to join your bank. Another example with Dropbox which has become widely known thanks to the recommendation. This is because the more you share the service with your friends, the more storage space you get for free.

Returned

The income comes at the end of it, it's just having users who end up paying. Let's go back to the example of Dropbox, many will use the free storage space, but few will end up paying. There are many techniques to encourage people to buy, in general we talk about an irresistible offer. But you can also increase your income by running promotions and offers regularly.

I hope that with this article you will have a better vision of what a growth hacker is, what are these skills and what are these working methods!

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