HOW TO VIRAL YOUR BUSINESS PART 8
Understanding Push Tactics
After mastering pull tactics,
consider moving on to push tactics. With push tactics, some type of
interruption is involved, unlike within pull tactics, where an enticement is
being offered.
Think of an advertisement on YouTube when thinking of a
push tactic. While the ad is not what the user was searching, they will have to
watch the video before the watching the video they had to set out to watch.
Pull invites users in while push seeks users by going out to look for them.
Before diving into push tactics,
it’s important to understand the lifetime value of a customer. Known as LTV,
this encompasses all of the profit that can be made on a customer over a
lifetime. LTV is why Starbucks justifies placing a location on every
corner—each location represents a specific number of lifetime customers.
Within the formula, certain
products will make a certain number of income per year, but may exists within a
product that customers change every five years, meaning their entire LTV exists
within those five years.
Push Tactics
Perhaps the most well-known push
tactic would simply be to purchase advertisements, such as those mentioned that
play before a YouTube video. While these seem more like marketing than true
growth hacking, there is a time and place for everything and growth is the
ultimate goal.
With buying ads, however, there is still the
open invitation for creativity as well as strategy in terms of both when and
where to place an ad. When placing ads, there are the giants like Google but
there are also niche sites to consider that relate more specifically to certain
products. When buying ads, also consider the platform, strategic calendar of
ads and the personas of your demographic.
The next type of push tactic is
the promo swap, where companies will both mention one another’s product in
order to quickly spread the word on a product while helping another company
grow. This works best when you find another company that shares a similar
demographic.
While there are many ways to
conduct a proper promo swap, consider beginning by swapping tweets or Facebook
posts. In terms of email, there are dedicated email swaps and sponsored emails
swaps. With a dedicated email, the entire body is dedicated to another business
whereas email swap usually only features a linking, “sponsored by” newsletter
within the text. Other types include giveaway swaps and ad space swaps.
Another push method would be to
recruit affiliates. Essentially, this method creates a sort of chart where you
pay someone for each milestone they hit. Milestones could be whatever you
choose, but often result around examples such as bringing visitors to your site
or activating current members.
Affiliates could use any number
of method to bring traffic but the main idea is that you are paying them to do
it instead of doing it yourself. When searching for a key affiliate, make sure
to vet the individual thoroughly in order to find somewhat that is a reflection
upon yourself, your product and your company.
Finally, direct sales are also a
form of push growth hacking. While direct sales teams do not work for every
type of product, they do work more for some and should not be disregarded
completely. While most startups these days tend to avoid these methods,
consider appstack.com. This company began with mobile ads for local businesses
and they actually began from telephone sales. In today’s modern digital world,
this is less common but does still exist and may work for some.
0 Comments