How to Build a Growth Machine

There’s one important thing we have to get out of the way:

Growth has nothing to do with tactics; it has everything to do with process.

So says Brian Balfour, VP of Growth at Hubspot.

You hear all the time about X company tripled their growth by doing X hack. The fact is that it worked for them, and it’s unlikely to work for you.

Balfour spoke at 500 Distro, where he outlined the process he uses for growing companies. Below are the notes from that talk.

via How to Build a Growth Machine.

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Six Advantages of Hyperbolic Discounting…And What The Heck Is It Anyway?

I was tossing around concepts for an article, when I decided to settle on the issue of hyperbolic discounting. True to my collaborative self, I shared the title with an industry professional, and here’s what he emailed back:

WTF is HyerpWTF&$*R.. Love it.

So, these are the reasons I chose the subject of hyperbolic discounting:

A lot of people have no clue what hyperbolic discounting is.

A lot of people are not aware of the vast ramifications that hyperbolic discounting has on society as a whole.

A lot of people do not use the power of hyperbolic discounting in conversion optimization.

Hyperbolic discounting is a phrase that’s often met with a “WTF?!” or a confused gaze. Yet, it’s one of those concepts that can blow your conversion optimization to a whole new high.

via Six Advantages of Hyperbolic Discounting…And What The Heck Is It Anyway?.

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A Classic Formula for Gut Checking Your Landing Page Headlines | Unbounce

If you read any marketing blogs, you know landing page conversions live or die by the copy. But how can you write headlines that reliably convert?

No copywriting arsenal is complete without the 4U formula: a proven system for writing copy that’s useful, urgent, unique and ultra-specific to your reader.

Originally developed by serial entrepreneur Michael Masterson, it has been used alongside confidential sales formulas to help hike Agora Inc.’s revenue by $292 million over 15 years. It has proven so successful, that lead copywriting instructors at American Writer’s and Artists’ Inc. have continued to teach it for over 13 years.

Today, we’ll up the ante and adapt it for landing pages.

Whether you run your own business, manage a copy team or market a client’s products, by the end of this article, you’ll have a reliable evaluation system for evaluating in-house copy and increasing landing page opt-ins.

Let’s get to it.

via A Classic Formula for Gut Checking Your Landing Page Headlines | Unbounce.

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Protect Your Brand: Push Your Product, Not the Promotion

Brand promotion through email marketing is a crucial tool for customer acquisition and engagement. Many businesses waste precious effort and resources because they don’t plan their brand promotion properly.

Traditionally, retailers have been able to just post huge signs and distribute flyers making consumers aware of the sale in the back. Their storefronts could remain nicely decorated.

Ecommerce retailers face a new challenge. They promote multiple product categories, various CTAs, and a sense of urgency practically daily to customers. While it may be efficient in the short-term, it dilutes the value of the brand.

Consumers aren’t curious to see new advertisements or flyer graphics, but they might be curious about new products and discounts.

Promotion is pushing a category. That’s it. It doesn’t necessarily have to be about marking down price, although that’s definitely part of it. So, how exactly do you push a category while maintaining the integrity of your brand?

via Protect Your Brand: Push Your Product, Not the Promotion.

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6 Foolproof Methods For Creating Top Content on Any Topic

We’d all love to show up first in Google for something.

There’s likely at least one golden search term or keyword you’re striving for —and we’ve all heard plenty of different get-to-the-front-page-of-Google formulas.

It can get a little dizzying keeping all the approaches straight.

But it can be done. If you’re willing to invest some time, resources and brainpower, you can create the top content on any topic.

via 6 Foolproof Methods For Creating Top Content on Any Topic.

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Can You Grow Your Organic Traffic Without Generating Content?

Did you know that the average web page that ranks on page 1 of Google has at least 2,000 words of text?

That means if you want more organic traffic, you have to create tons of content, right?

What if you don’t have a content bone in your body—does that mean that you’re out of luck when it comes to your rankings?

There has to be another solution…

Luckily for you, there is. Before we get into that, let’s first dispel the myth that you have to generate more content to grow your organic traffic.

via Can You Grow Your Organic Traffic Without Generating Content?.

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9 Effective Email Unsubscribe Pages

One of the most important aspects of inbound marketing is delivering relevant content to followers who want to see it. People opt in by signing up for newsletters and downloading premium content. A sad reality, though, is once they opt in, people change their minds or decide they’re not actually interested in your content after all.

Perhaps their email inboxes overflow daily and they’re tired of going through and deleting each email. Or, maybe they had a bad day and spent their lunch break un-friending people andunsubscribing to email blasts.

In any case, it is important to provide a simple “unsubscribe” option so that the unqualified people on your list don’t skew your click, open and conversion rates. It will pay off for you in the long run if you trade a larger unsubscribe rate for higher clicks, opens and conversions.

Thanks to the CAN-SPAM Act, we know that we have to give people a way out. There are simple ways to speak through an unsubscribe option and there are comical ones. Here are 9 different examples of unsubscribe pages that bring a fresh take on the email breakup.

via 9 Effective Email Unsubscribe Pages.

(BW: Some great ideas here!)

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