Growth Hacking is a trend that encompasses marketing processes, programming and strategies and was born within startups to maximize their growth by increasing the number of users with minimal investment and effort. How does growth hacking apply to consulting business models?
Although this technique originates from the entrepreneurial environment, today it is applied to all types of companies Although until now it was the Marketing discipline that was most related to business growth, there is a main difference between it and Growth Hacking: While Marketing will base its growth through a sales strategy, Growth Hacking will seek to grow through any type of action, be it sales, marketing, product or business. Being an analytical, agile, creative, curious and multidisciplinary profile,
Growth Hacking is a complete practice that does consulting as well as marketing and can help the consulting sector a lot. In consulting, one of the current needs is the expansion and updating of knowledge regarding digitization and Tech products in order to help clients with their most pressing transformation needs. The first step growth hacking takes to grow is setting goals. Said objectives, in order to be suitable and be raised effectively, must follow the SMART philosophy; In other words, any goal we set must be specific, measurable, achievable, realistic, and temporal. For example, to make consulting business grow, we could establish the following objective: “We want to increase the cases of technological and digital advice by 15% in the next 2 months and we will monitor it by measuring qualitative leads and percentage of cases of this specific value proposition ”. The strategy to establish objectives that we know will contribute to the growth of the company is to establish those which optimization allows the greatest possible impact on the business. Betting on increasing the consulting service in the tech and digital fields, for example, is betting on a market with a future, since this need is increasing, while strategic consulting is more diluted.
The second step after the objectives is to establish the levers, or growth drivers, which are those strategies that will allow us to achieve the growth objective. How are we going to achieve what we have set out to do? Or, in this case, how will we increase the cases of consulting in technology and digitization? The two most critical parts of the consulting funnel are activation and loyalty; on the other hand, the key levers will be success stories and positioning. Success stories are easy to understand, but how are we going to achieve them? And as far as positioning is concerned, we refer to it in two senses: The first is, of course, the positioning in the search engine.
- Are we well placed in SERPs?
- Are our SEO keywords the best to come out on top when searching for technology consulting and digitization?
The second aspect that we refer to with the concept of “positioning” is how we have positioned ourselves in the market.
- What kind of brand are we?
- Why do they know us in the sector?
- What image do we transmit?
- Does that image benefit us?
- Do people feel we are a relevant player in the technology and innovation space?
When we finally decide on a specific growth driver to test out, we will look for the right tactics, or as we call it, experiments, to see if it works. These tactics must be actions that can be executed quickly.
What experiments can we carry out to position ourselves as a leading consultancy in the technology and digitization sector?
- Can we do A / B tests to check the keywords that most optimize our search engine positioning?
- Can we test the SEM ad headlines?
- Can we adapt the copy and images on our website to convey a more modern image and technology?
- Can we do a specific campaign where we offer consulting of this type?
- Can we create partnerships with other companies to achieve our first cases if we are just starting out?
The last and most important part of the process is the learning record. This means that we must monitor and analyze each of our experiments to see if they have worked or not and document the outputs.
- If we have done a segmented campaign, what has been the performance in CPA, CPL and CPM?
- Have the people who have clicked given us their data?
- They have converted?
- If not, what can we do to solve it?
- What are the words that best position us?
- Which copies work best for paid ads?
Registering the learning will help us for the future since, once we have done a certain amount of experiments, we can begin to detect what kinds of actions work and which do not.
If you want to know more about levers and specific experiments for the consulting sector, you can register at Hypertry and ask for a one to one session through our chat!