Who knew a group of Japanese teenage girls back in the 1990s would be the catalyst for one of electronic tech’s greatest disruptions?
They stumbled upon the fact that if they took phone pagers designed for the button-down corporate world and punched in certain number sequences, the Japanese language sounds for those numbers would resemble words.
And a new form of communication was born: texting.
This ultimately led to a demand for expanding non-verbal expression into an even more eclectic language for the clued-in and those who figured out how to join their ranks: emojis.
There wasn’t really a spiffy term back then for seizing the moment in the digital world, but we have one now.
It’s become a favorite technique for those wishing to capitalize on the riches cyberspace can afford right now: growth hacking.
Follow along as author Ryan Holiday offers a brief overview:
In a way, this is an ironic take on existentialism. The emphasis on planning for the future is to focus on the here and now:
- Everything you do is designed to stimulate growth,
- Striving for perfection from the outset is preposterous,
- Process is good until it gets in the way, and
- The goal is to get into position to collect and analyze data as soon as possible.
There’s something liberating about a mindset where you don’t care if you break things.
What’s reassuring is that for most motivated marketers these days, this approach sounds a lot like what they’re doing already.
This is due, in part, because at the outset of their endeavors, they have little or no choice. Improvisation and innovation is their best avenue of action.
The term hack refers to a quick technique that’s not necessarily a shortcut to the desired result but rather a tip that leads to the desired result in a more direct fashion.
Some shortcuts are black hat …
More often than not, they’re totally uncool.
White hat hacks, on the other hand, have that je ne sais quoi about them:
In essence, you’re blazing your own trail without messing anyone else up.
Growth hacking is held together by developing your brand. It’s the element that multi-channel marketing may be missing and that holds the preferred omnichannel marketing approach together.
The objective of omnichannel marketing is to more efficiently track your prospects’ interactions no matter where they’re interacting with your online presence. In turn, the continuity of your brand presentation is more likely to leave a more lasting impression of your accessibility to them whenever they have a need for something your product and/or service can provide.
Sometimes, all you need to accomplish is being within their cognitive scope, becoming more and more familiar to them along the way.
To do so efficiently but not impersonally, it’s strongly advisable to deploy the third element of our mantra:
Thus, it’s never too early to look into Customer Relationship Management (CRM) software. A number of good systems are out there that feature free starter packages.
This HubSpot presentation is a representative sample of what they can do to bring you closer to your customers and prospects:
Growth hacking offers guidelines but no boundaries, and it’s what’s working right now.
Again, the most unique part of your business is you, so you’re tailor-made for this sort of custom-built approach. Make the most of it right now and take action.