文章目录[隐藏]
- What is growth hacking?
- 什么是增长黑客？
- Who does it replace in my company?
- 在我的公司里，它替换了谁？
- Case studies – and what you can learn
- 案例研究-你可以学到什么
- Takeaway: Be big, be bold, make your own headlines
- 摘要: 要大胆，要大胆，要有自己的标题
- Where can I read more?
- 我在哪里可以阅读更多？
- Oh 游读者 👋It’s nice to meet you.
- 每周三，您都将收到一封内容详实的Newsletter.
- Oh 游读者 👋It’s nice to meet you.
- 每周三，您都将收到一封内容详实的Newsletter.
Digital marketing is an industry at the intersection of two rapidly changing landscapes. Online trends and terminology change as quickly as those in marketing, so it can be hard to keep up with each and every new concept.
数字营销是两个快速变化的领域的交叉产业。在线趋势和术语的变化和市场营销一样快，所以很难跟上每一个新概念。
One concept you may have heard of, but not be overly familiar with, is growth hacking. Far from being a meaningless catchphrase, the strategy can help your business without huge resource investment.
你可能听说过一个概念，但不太熟悉，那就是增长黑客。这种策略不仅不会成为毫无意义的标语，而且不需要巨大的资源投入就可以帮助你的企业。
What is growth hacking?
什么是增长黑客？
Coined in 2010 by Sean Ellis, growth hacking is a mindset which does exactly what it sounds like – prioritises growth.
肖恩 · 埃利斯在2010年创造了“成长黑客”这个概念，这个概念正如它听起来的那样——优先发展。
One of the men who popularised and optimised growth hacking is Ryan Holiday.
瑞安•霍利迪(Ryan Holiday)是推广和优化增长黑客技术的人之一。
Here’s how he defines his methods:
以下是他如何定义他的方法:
A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable.
成长型黑客抛弃了传统营销的剧本，取而代之的是可测试的、可跟踪的和可扩展的。
“Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity , and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth— and when they do it right, those users beget more users , who beget more users. They are the inventors, operators, and mechanics of their own self-sustaining and self-propagating growth machine that can take a start-up from nothing to something.”
“他们的工具是电子邮件、按点击付费的广告、博客和平台 api，而不是广告、宣传和金钱。虽然他们的营销伙伴追求“品牌”和“思维共享”等模糊概念，但成长型黑客不懈地追求用户和增长ーー当他们做得对时，这些用户会产生更多用户，从而产生更多用户。他们是自身自我维持和自我繁殖的成长机器的发明者、运营者和机械师，这种机器可以让创业从无到有。”
While Holiday has worked with major brands such as American Apparel, the beauty of growth hacking is that smaller companies without massive resource investment can utilise its core principles.
尽管 Holiday 与 American Apparel 等主要品牌合作过，但增长黑客的美妙之处在于，没有大规模资源投资的小公司可以利用其核心原则。
This is because its “true North”, as Ellis put it, is growth.
这是因为，正如埃利斯所说，它的“真正北方”是增长。
Sometimes, this means playing on an uneven field, where the aforementioned startups and SMEs are up against companies who can take out Super Bowl ads or sponsor sports teams.
有时候，这意味着在一个不平衡的领域中竞争，上述的创业公司和中小企业面对的是那些可以发布超级碗广告或赞助运动队的公司。
Growth hacking can differ from traditional marketing in that many of its users have fewer resources or are working with brands who have less cache.
增长黑客不同于传统的市场营销，因为它的许多用户拥有的资源更少，或者与缓存更少的品牌合作。
Therefore, they have to be smarter, leaner and more agile than those focused purely on marketing.
因此，他们必须比那些专注于市场营销的公司更聪明、更精干、更敏捷。
Who does it replace in my company?
在我的公司里，它替换了谁？
Nobody! Growth hacking is not a cure-all or some kind of digital panacea. Nor is sacking your digital marketing team to make way for a growth hacking guru an advisable idea.
没有人！增长黑客不是万能药或某种数字灵丹妙药。解雇你的数字营销团队来为一个成长型黑客大师让路也不是明智之举。
Instead, your growth hackers should work hand in hand with your digital marketing team.
相反，你的成长型黑客应该与你的数字营销团队携手合作。
This is particularly true if your company is a small one. There, a culture of growth can be fostered alongside other aspects of your marketing strategy. In some companies, the growth function is tied to other, “more real” jobs on the digital side.
如果你的公司是一家小公司，这一点尤其重要。在那里，一种成长文化可以和你的营销策略的其他方面一起培养。在一些公司，增长功能与其他“更真实”的数字方面的工作联系在一起。
In other, larger companies, this growth aspect can be used as a complementary skill to those of your marketing team.
在其他较大的公司中，这种成长方面可以作为营销团队的补充技能。
Where growth hackers and marketers differ is in how they consider a goal achieved. Marketers can look at a campaign and consider it successful if brand awareness is increased or the company is better thought of than beforehand.
成长型黑客和营销人员的不同之处在于他们认为目标是如何实现的。如果品牌知名度提高了，或者公司比之前有了更好的想法，营销人员就可以观察一个活动，并认为它是成功的。
A growth hacker will have a more measurable, funnel-focused measurement that may consider the campaign a failure.
一个成长黑客将会有一个更加可测量的、以漏斗为中心的衡量标准，这个衡量标准可能会认为这个活动是失败的。
This isn’t to say that either one is right. It is to highlight that differences may occur and what is right will come down to your own measures of success, be they stated and quantifiable or more nebulous.
这并不是说两者都是正确的。这是为了强调，差异可能会发生，什么是正确的将归结到你自己的成功措施，无论是他们陈述和量化或更模糊。
Case studies – and what you can learn
案例研究-你可以学到什么
Far from being a buzzword, growth hacking has brought results that you have probably seen or used. Here are some examples and takeaways.
增长黑客技术带来的结果可能你已经看到或者使用过，而不是一个时髦的词汇。下面是一些例子和要点。
Hubspot
Hubspot’s founders were focused on building content and tools that would generate inbound leads which would lead to sales.
Hubspot 的创始人致力于开发内容和工具，这些内容和工具可以产生导入式客户，从而带来销售。
To that end, they invested heavily in blog posts, eBooks, and educational tools for marketers. They also launched website and social media grading tools and invested in webinars and teaching manuals.
为此，他们在博客帖子、电子书和营销人员的教育工具上投入了大量资金。他们还推出了网站和社交媒体评分工具，并投资于网络研讨会和教学手册。
The company had $883 million in revenue in 2020 after starting with just three staff in 2006.
在2006年仅有三名员工的情况下，公司2020年的收入为8.83亿美元。
Takeaway: Educate, engage and be useful
摘要: 教育，参与和有用
Slack
松弛
Team messaging app Slack has gone from 15,000 users to over 12 million in 2020.
团队信息应用 Slack 在2020年已经从15,000用户增加到12,000,000。
To do so, they employed a number of strategies, none of them really that revolutionary. They defined themselves as a tool that was needed, but familiar, they convinced offices that they cannot be without it, and they focused their offering to be exactly what was needed.
为了做到这一点，他们采用了一系列的策略，但没有一个真正具有革命性。他们把自己定义为一种需要但又熟悉的工具，他们说服办公室不能没有这种工具，他们集中精力提供正是需要的东西。
But one move made the app a go-to for users: not charging. Using a free version showed off the uses and features of the platform before customers would be converted to premium accounts. The company saw a 30% takeup in the premium version.
但是有一点让这款应用成为了用户的首选: 不收费。使用免费版本可以在客户转换为付费账户之前展示该平台的用途和功能。该公司在高级版本中获得了30% 的收益。
This freemium model has been used by the likes of Spotify, LinkedIn and GitHub.
这种免费增值模式已经被 Spotify、 LinkedIn 和 GitHub 等网站所使用。
Takeaway: Give it away (to a point)
要点: 放弃(某种程度上)
Tinder
Tinder is another company which used a number of strategies to grow at a rapid pace.
Tinder 是另一家运用多种策略快速成长的公司。
Now at 66 million users in 30 languages, it is easy to forget that Tinder was an app that started on a college campus. Tinder is an app that feels different in a crowded marketplace and constantly evolving new features, as well as introducing paid premium versions, Tinder Plus and Tinder Gold, which have around 5.9 million paid subscribers.
现在有6600万30种语言的用户，很容易忘记 Tinder 是一个在大学校园里开发的应用。是一款在拥挤的市场中感觉与众不同的应用程序，并且不断发展新的功能，同时推出付费高级版本 Tinder Plus 和 Tinder Gold，这两款应用程序拥有大约590万付费用户。
But one of Tinder’s biggest growth hacks was one that feels very analog in a digital world: they did the work on the ground. With online dating sites living and dying by the number of women who join, Tinder’s founders went to sorority houses and encouraged women to join by offering cookies, balloons and underwear. It wasn’t a sophisticated strategy – and a former Tinder co-founder went on to launch the successful Bumble – but it solved a potentially app-killing problem by knowing what it was and putting the work in to solve it.
但是 Tinder 最大的成长黑客之一是一个在数字世界中感觉非常类似的: 他们在地面上工作。随着在线交友网站的存亡取决于加入的女性数量，Tinder 的创始人前往女生联谊会，通过提供饼干、气球和内衣来鼓励女性加入。这并不是一个复杂的策略—— Tinder 的一位前联合创始人接着推出了成功的 Bumble ——但它解决了一个潜在的扼杀应用程序的问题，因为它知道它是什么，并投入工作去解决它。
Takeaway: Put the work in, on the ground if necessary
外卖: 把工作放进去，如果必要的话放在地上
Beyoncé
碧昂斯
The music industry is one which is built on hype and excitement. PR firms, music videos and millions in ad spend, that’s how you release an AAA album.
音乐产业是建立在炒作和刺激之上的。公关公司、音乐视频和数百万的广告支出，这就是你发行 AAA 专辑的方式。
Unless you’re Beyoncé and you release an album recorded in secret with no notice as she did in 2013, (and 2016 and in 2020).The unusual decision saw the albums become a major part of the news cycle, rather than a footnote in it.
除非你是碧昂斯(Beyoncé) ，像她在2013年(以及2016年和2020年)那样，在没有通知的情况下秘密发行一张专辑。这个不同寻常的决定使这些专辑成为新闻周期的一个主要部分，而不是其中的一个脚注。
After setting the internet on fire, the 2013 album Beyoncé shifted 828,000 copies in its first three days on sale and has sold eight million overall.
2013年的专辑《 beyonc é 》在互联网上引起轰动之后，在发售的头三天就卖出了82.8万张，总销量达到800万张。
While nobody is expecting your company to be Queen B, it is worth remembering that you don’t have to rely on anyone else to make you go viral in this day and age, not if your splash is big enough.
虽然没有人期待你的公司成为 b 女王，但值得记住的是，在这个时代，你不必依赖任何人来让你像病毒一样传播，如果你的水花足够大的话。
Takeaway: Be big, be bold, make your own headlines
摘要: 要大胆，要大胆，要有自己的标题
How can I use the ideas of growth hacking?
我如何使用成长黑客的想法？
No matter what your industry or your sales channels, there are simple things that you can do to implement a rapid growth strategy into action.
无论你所在的行业或者你的销售渠道是什么，都有一些简单的事情可以让你将快速增长战略付诸行动。
1. Work out your product
1. 设计你的产品
A key tactic of growth hacking is building a product for an already-established set of customers. In the words of Ryan Holiday:
增长黑客的一个关键策略是为已经建立的客户群打造一个产品。用瑞安 · 霍利迪的话说:
“Isolating who your customers are, figuring out their needs, designing a product that will blow their minds—these are marketing decisions, not just development and design choices.”
“孤立谁是你的客户，弄清楚他们的需求，设计一个让他们大吃一惊的产品ーー这些都是营销决策，而不仅仅是开发和设计选择。”
Consider Instagram. The company started as a social check-in app named Burbn. While users weren’t taken with the check-in features, the founders used analytics to see just how their app was being used.
看看 Instagram 吧。这家公司最初是一款名为 Burbn 的社交登记应用。虽然用户并不喜欢签到功能，但创始人利用分析来了解他们的应用程序是如何被使用的。
As you can probably guess, people loved it as a photo-sharing tool. A tweak and a rebrand later, the company sold for $1 billion to Facebook in 2012. All because the company paid attention to the product its users wanted.
正如你可能猜到的，人们喜欢它作为一个照片分享工具。2012年，微软以10亿美元的价格卖给了 Facebook。这一切都是因为公司关注用户想要的产品。
2. Ensure you can scale
2. 确保你可以扩大规模
Can you actually scale your business? Let’s say you own the best sandwich shop in town and are on the end of a glowing newspaper review. You had been selling 45 sandwiches per lunch service, now demand is at 80. Can you actually meet that growth? If you want to start driving rapid growth, ensure that you have the infrastructure to handle success.
你真的能扩大你的生意规模吗？比如说，你拥有城里最好的三明治店，而且在一篇热情洋溢的报纸评论的末尾。你以前每顿午餐卖45个三明治，现在需求量是80个。你真的能满足这种增长吗？如果你想开始快速增长，确保你有处理成功的基础设施。
3. Set Your Goals
3. 设定目标
As we have already discussed, growth hackers should have clear, defined measures of success.Set a specific number of goals and stick to them, allowing you to test and optimise your approach.
正如我们已经讨论过的，成长型黑客应该有清晰、明确的成功度量标准。设定一定数量的目标并坚持下去，这样你就可以测试并优化你的方法。
4. Test, test and test again
4. 测试，测试，再测试
As with any digital marketing approach, growth hacking needs super effective testing. As creative and different as strategies can get, you will not know if they’re actually succeeding without a good set of simple, lean tests.
与任何数字营销方式一样，增长黑客需要超级有效的测试。尽管战略可以变得有创意和不同，但如果没有一系列简单的精益测试，你就不会知道他们是否真的成功了。
5. Analyze and optimize
5. 分析和优化
The last step in the process is to pay attention to your metrics – as Instagram found out, your audience will tell you something. From there, implement the best version of your strategy to help you grow.
这个过程的最后一步是关注你的指标——正如 Instagram 发现的那样，你的观众会告诉你一些事情。从那里开始，实施你的策略的最佳版本来帮助你成长。
Here is some suggested reading on the subject:
这里有一些关于这个主题的建议阅读:
- Sean Ellis’s essay 肖恩 · 埃利斯的文章 which coined the phrase and started a movement is essential reading 创造了这个短语并开始了一场运动，这是必不可少的阅读
- Quicksprout’s definitive guide to growth hacking 快芽的生长黑客权威指南 is, well, definitive 是，嗯，决定性的
- Neil Patel’s step-by-step guide 尼尔 · 帕特尔的步骤指南 to implementing growth hacking 实施增长黑客技术
- Ryan Holiday’s book 瑞安 · 霍利迪的书The Obstacle Is The Way 障碍就是出路 and his 和他的resources for growth hacking 增长黑客的资源.
Where can I read more?
我在哪里可以阅读更多？
Interested in being fully certified as a digital marketer? Have a look at the DMI Digital Marketing Strategy course.
有兴趣成为一个完全认证的数字营销人员吗? 看看 DMI 数字营销战略课程。
(First published November 2017, updated June 2021)
(2017年11月首次出版，2021年6月更新)
