23 Marzo 2018 alle 15:22
One of the jobs of the future as well as one of the most sought after by companies, especially start-ups, is the one of the Growth hacker. But what exactly does it mean and what are the skills required to meet the labour market needs? To explain this new profession, we must refer to the new developments emerging in the communication processes management. In all professional sectors, marketing has been transformed by embracing the new strategies of web marketing and has been linked to more technical disciplines such as programming and data analysis. Those who work in this field cannot ignore social networks and the brand presence on the web.
Unlike traditional marketing channels, where corporate communication could be followed with consolidated and definitive strategies, the web marketing development context has a typical temporary and changeable character that requires a different approach: that of Growth hacking. This process includes rapid testing in order to develop an effective and efficient product.
Experts of this discipline can provide support to start-ups that need rapid scalability, a budget to be optimized and that see excellent solutions in the shortcuts offered by the network. "Most big successes have a little bit of evil in them”, says Alistair Croll. Interest in this profession only recently has started to increase in Italy, while in the United States the reality of Growth hacking has already been widespread for some time.
Those who undertake this profession must have a deep knowledge of the logic of social networks to increase their audience, visibility and conversion, focusing their attention on growth. To achieve good results, Growth hackers use some tools for a winning strategy which are never the same, they depend from the algorithms change and new ones are tested each time. You can hear about tools such as AdRoll, Optimizely, Trakio, BuzzSumo, Click to Tweet, OptimizePress, AdEspresso etc.
The profiles sought for the Growth hacker’s role must have an attitude, or rather a vocation, to analyse people's behaviour, they need resistance and experience in the fields of data analysis, engineering and, of course, marketing. Within the company, they play a cross-cutting role working closely with the marketing team, the sales team, the engineering department and the product management team. When hiring a Growth hacker, you have to consider that this is the job a "maverick" and this must be taken into account. Here are the tasks of those who will be carrying out this activity:
1. Choose the metrics / KPI (Key Performance Indicators) on which to focus the attention in agreement with the other departments.
2. Find and experiment with traditional and innovative solutions on how to grow these KPIs.
3. Perform A/B tests with those ideas.
4. Analyse user data and feedback.
5. Exchange ideas / data / feedback with other departments (product, marketing, top management) to present results and make product more user-centred.
6. Increase the visibility of websites, landing pages, social media, apps, etc.
The term Growth Hacking was coined by Sean Ellis in 2010, and indicates the set of web marketing strategies aimed at rapidly growing a business by making it acquire more users. The strategy that those working in this field must follow is to analyse the situation, generate ideas, set priorities and finally perform a test. In an article in his blog Ellis said that a Growth hacker is "a person whose sole purpose is growth and whose campaigns are designed according to the increase (of conversion and users) they can bring". In summary, a translation of the term is found in the blog post by Raffaele Gaito, author of the book Growth Hacker, Mindset and tools to grow your business: "As for the meaning of the expression growth hacking or growth hacker now the sense should to be clear. It means focusing on growth by thinking outside the box".