Have you ever thought about what the differences are between Growth Hacking And Web Marketing?
There are those who say that they differ in the diversity of processes and tools and those who say that the difference lies in the mindset. There are also those who argue that they are not that different but, at most, complementary. So, if you’ve thought about it too and haven’t given yourself a definitive answer, don’t worry. You are not the only one who has asked himself this question and found himself with a variety of answers.
I myself stopped to reflect on the diversity and points of contact between Growth Hacking and Web Marketing. Therefore, in this article I want to try to provide greater clarity regarding the terms in question and what they represent.
Like most marketers, I have developed mixed feelings about the term Growth Hacking. At first glance it may seem like another way to define the same thing, furthermore, in recent times there has been a real abuse of this word. From one day to the next, everyone seems to be an expert in Growth Hacking, even though most don’t even know how to precisely define what it means.
But since it is a term born to stay, let’s see what and who it refers to. Understanding the actual difference between Growth Hacking and Web Marketing allows you to appreciate their use and no longer be able to do without them.
Brief definition of Growth Hacking
Even if the definitions of what Growth Hacking is practically fall upon us, I also want to start by outlining the meaning of this term.
Growth Hacking is a process based on experimentation done across all marketing channels and product or service development to identify the most efficient and effective ways to grow a business.
Usually Growth Hacking is mainly associated with start-ups precisely because they are smaller and newly created entities whose main objective is growth for survival. In reality this is a process that can be used by all companies and the most forward-thinking smart marketers.
The common thread of this set of strategies is the change of perspective, in fact a Growth Hackers he is an individual who brings together and exploits marketing tools expressed through new visions. There is no absolute right method or one that can be adapted indiscriminately to every reality. Growth Hacking strategies must be modeled step by step, they must be tried and tested to be able to understand which methods are most effective for the specific situation.
In fact, since each activity has its own characteristics, Growth Hacking strategies must also be shaped ad hoc. Starting from the assumption that the objective is the fast and exponential growththe path through which the ultimate goal is reached depends on a series of factors: tools, skills, experience, budget, company characteristics, etc.
Companies need new strategies and clear data from which to eliminate what is superfluous and grow faster.
The difference between Growth Hacking and Web Marketing
It is now known that the Web Marketing it is the evolution of traditional marketing with the advent of online. Therefore, the web marketer is a marketing expert who knows digital communication methodologies and who has learned how to communicate with consumers through new communication channels. Likewise, also the Growth Hackers he is a digitally expert marketer who uses work tools through an innovative perspective and has a series of challenges that he must face.
Growth Hacking is mainly used by start-ups precisely because it involves modeling strategies depending on the situation you find yourself in. Start-ups are organizations in which there is still a strong uncertainty precisely because they were born recently.
They don’t yet have a solid customer base and don’t know which marketing channels will work best for them, which is why Growth Hacking is right for them. But it is also very useful for larger and already established companies that are looking to accelerate their processes and who want to continue to be leaders in their market.
Another difference between Growth Hacking and Web Marketing is associated with budget investments. Since Growth Hacking was born as a technique to grow start-ups, many think it is a zero-cost strategy. In reality this is not the case, it still requires investments but which are established differently.
The skills of the Growth Hacker
To find differences between Growth Hacker and Web Marketing we should look at the figure of the Growth Hacker himself. This character differs from the more traditional marketer due to the variety of skills that characterize him. In fact, the Growth Hacker should have knowledge of programmingOf data analysisOf reading metricsas well as a strong dose of creativity.
A Growth Hacker must be as creative as he is analytical.
The Growth Hacker is someone who thinks outside the box, who doesn’t follow the rules exactly but who finds new solutions to solve problems.
The tactics used by a Growth Hacker
The Growth Hacker is a creative person but not only that. In fact, he does not rely solely on his own instincts but also uses a series of tactics aimed at company growth. These are techniques that are also used in traditional Web Marketing, the difference lies in the way in which they are exploited.
Let’s see some of the main Growth Hacking and web Marketing methods.
Viral acquisition
This type of acquisition is mainly associated with videos. That is, when a multimedia content is so interesting that it is spontaneously shared by users with their groups of friends. This allows the diffusion of your video, in which you perhaps promote your product or service, practically at no cost. To create this type of effect you need to focus on the intrinsic characteristics of the product itself or find an effective idea for surprising communication.
Paid acquisition
There are multiple ways to acquire customers with paid methods. For example, Google AdWordsobviously used on the search engine; Facebook Adswith which ads are built on the social platform, you can also set up ads dedicated to mobile viewing. Another mode of acquisition is known as affiliate marketingyour product or service is promoted through third parties who encourage its sale.
Content Marketing
In marketing strategies, the use of written content. Leveraging blog articles, social media posts and info-graphics helps to create contact with users and increase their awareness of the brand. The aim is to make users become potential customers and then consumers, possibly loyal ones. Obviously the content must be written qualityotherwise you will get an undesirable effect.
Email marketing
Perhaps, theemail marketingit seems a bit retro, but the way in which it is used has changed a little. Sending emails to users who have agreed to leave their contact is useful to continue to keep them engaged. Furthermore, it is a way to make them aware of any news about your products or services.
SEO (Search Engine Optimization)
Many still underestimate it or believe that it is not worth investing in this technique. But start-ups that use the SEO they effectively create a scalable infrastructure that can be applied to thousands of pages. SEO focuses on keyword researchi.e. those terms that users might search on the web to find a particular product or service. If you make your site or web pages appear among the first search results, it will be easier for users to come to you.
A/B testing
Growth Hacking is a process of experimentation and what better than A/B testing they can allow you to understand what is working more effectively. This is not a real acquisition tool but it is very useful for the Growth Hacker to test, for example, which advert generates more interactions with users.
In conclusion
These are just some of the techniques that a marketer or growth hacker can use in their strategies. As mentioned, Growth Hacking And Web Marketing they are not such separate concepts but neither are they two terms that represent the same thing. Growth Hacking is a set of techniques that can be used both by small businesses that want to grow and by already established companies that don’t want to stop their growth.