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Growth hacking is a term that has not gone unnoticed in the last few years and that has become an established part of the business world. With the aim of increasing the growth of an organisation, the notion of growth hacking is a real asset for start-ups as well as for large companies. ��ɫ��Ƶ Online offers various distance learning courses to train in this concep

What is growth hacking?

First used in 2010 by Sean Ellis, the term growth hacking literally translates as "growth hacking". Often used in the context of marketing, growth hacking is a set of methods and techniques used to generate rapid growth at low cost.

Using practices that are often unconventional, growth hacking ensures the rapid growth of a product or service. This concept uses all possible means, sometimes bordering on legality or "decency", to achieve its objectives. Hence the term "hacking". Growth hacking aims to achieve exponential growth with a minimum of resources.

The AARRR framework: one of the foundations of growth hacking

One of the basic tools of growth hacking is a conversion tunnel based on the AARRR model (Acquisition, Activation, Retention, Recommendation, Revenue). This tunnel applies to customer relationship management (CRM). The AARRR framework identifies the different stages on which a growth hacker should focus.

The acquisition stage consists of attracting the attention of prospects to a product or service. In order to achieve successful traffic acquisition, the growth hacker performs numerous tests with different web channels such as social networks, SEO, SEA.

● Once the prospect is hooked on the value proposition, activation takes place with the aim of turning the web user into a user. The growth hacker wants the prospect to perform a specific action such as buying a product or signing up for a newsletter.

● Retention is a crucial phase of the conversion tunnel. It is about establishing ways to maintain a lasting relationship with the customer. It is possible to set up loyalty programmes, regular newsletters, or to propose new features. The company can only grow exponentially if it keeps its customers.

● Referral is an essential step to increase virality. The company will implement various actions so that active users become ambassadors of the product or service to their network. The growth hacker looks for new methods such as a referral programme, a competition on social networks, to encourage referrals.

● The revenue phase is at the heart of the growth hacking strategy. The aim is to turn the user into a buyer, but also to lower costs and sell more.

Some famous examples of successful growth hacking

Often associated with start-ups, some growth hacking practices have been used by large companies, which have subsequently been very successful. Here are some examples of companies that have used growth hacking techniques.

Hotmail, the famous email company, came up with the idea of adding an original signature at the bottom of its emails “PS: I love you. Get your free e-mail at hotmail.com”. This action created virality, and Hotmail exceeded one million users after a few months.

Another example of growth hacking often cited is that of Airbnb. To expand its user base, Airbnb hijacked traffic from a competitor's high-traffic site. This “illegal” hack involved automatically posting listings on Craigslist to capture some of the traffic.

Spotify used the same practice as Airbnb by using Facebook to acquire users. In order to promote its music streaming service, Spotify automatically posted the music on the Facebook account.

Dropbox developed a referral strategy to boost its growth. By inviting people to join Dropbox, the platform offered up to 16 GB of space for free.

What are the key skills to be a growth hacker?

The growth hacker has many skills from the fields of marketing and IT such as web marketing, UX, data analysis, content management, SEO, A/B testing, and many others.

Growth hacking also requires a certain marketing culture, soft skills and a mindset to adopt around growth. The growth hacker is a self-taught, curious person who has a strong capacity to learn data analysis methods and tools. As an experimenter, the growth hacker uses his creativity and originality to deploy effective actions.

What training is required to become a growth hacker?

There is no specific training to become a growth hacker. It is a matter of acquiring the technical and marketing skills related to growth hacking. Nevertheless, some training courses in web marketing, data analysis or UX allow you to learn the basics and acquire the necessary technical knowledge.

��ɫ��Ƶ offers various online courses dedicated to digital marketing:

● The MSc Digital Marketing & Data Analysis provides training in all marketing techniques and the development of digital strategies based on a solid foundation in data analysis.

● The MSc UX Design & Digital Business, with a focus on user experience, aims to acquire skills in tools related to the communication and distribution of a product or service online.

● The MSc Digital Entrepreneur & Project Management allows you to develop skills related to digital business and entrepreneurship, necessary for the management of a technological project.

To train for jobs in digital marketing, digital business and entrepreneurship, discover ��ɫ��Ƶ's online campus, as well as the pedagogy of our distance learning. Throughout your training, our mission is to accompany you towards success.