There was a really awesome post on Andrew Chen’s blog the other day on how Growth Hacker is the New VP of Marketing. Basically, the gist of it was that marketers today need to be a hybrid marketer and coder, particularly in the startup world.
While I do believe we will see a number of developers helping on the marketing side, I think that this role will be mostly taken on by the marketing types. The problem is there simply aren’t enough developers. It doesn’t make sense for a company to make an all-technical growth team instead of putting those folks on product where they’re more essential. Also, marketers will be better marketers than engineers will — it’s just a difference in how both types think. Lastly, I think engineers who are also growth hackers are more of the entrepreneurial type — they’re probably already building there own company.
So what do marketers need to do in order to become growth hackers? I think there are a few steps.
- Get analytical and know how to optimize: You need to be thinking in terms of ROI or the bottom line or how to move the needle. If you aren’t able to figure out how many people who clicked on A button caused X number of people to buy Y, that’s a bit of a problem. It’s really important to not only understand how to track this information, but also to be able to optimize it for better results. So for example, figure out why only Z number of people clicked on A when you expected Y and understand how you can fix the problem.
- Understand API’s and their capabilities: The digital marketer (and engineer’s) best friend is the API. It not only can take out a lot of the hassle in building your product, but can also help enhance it and and help it grow. Nowaday’s, nearly every growing startup has an API. My suggestion would be to look at those sites API sections, see what their capable of, and read case uses. It’ll give you a better understanding of how you can leverage that API for your own company. I had this crazy idea I wanted to implement in school for my marketing friends called APIron Chef. Essentially it would be like the Food Network show: you have to create an application using a secret ingredient (i.e. the main API) as the main flavor. You can certainly use other ingredients (i.e. different API’s), but your main ingredient still needs to be the main API. In my friends case, we’d create wireframe mockups for our app idea — I kind of think of it as a hackathon for non-technical folks. (I actually am going to be doing this next semester, so if you go to BU and are interested in participating, stay tuned).
- Learn how to build (without technical skills): There are some really awesome websites out there that can actually help you do your marketing much easier. If you don’t know how to build a landing page yet or easily set up a blog, that’s a problem. You should know about tools like LaunchRock and understand how to use them. Once you do, you want know how you lived without them.
- Attend a Hackathon, or hang out with some engineers: If there’s one thing I’ve learned in regards to the way engineers work compared to marketers, it’s this – time is valuable. It sounds so logical and yet in ad agencies they sit there endlessly trying to come up with new headlines to use for days until they finally come up with one great one. An engineer thinks “How much value will I get out of the time and effort I put in?” Unlike an advertiser, they’d spend 20 minutes brainstorming different headlines with one other person, pick the five best and then A/B test them in display ads online or on their website until they’ve found the most impactful message. Try attending a hackathon or working with some engineers — it’ll give you new insights on how you can work and be more productive in your job. How does this relate to growth hacking? The more time you don’t waste, the more time you can use to market effectively — it’s all about being efficient.
- Learn to Code: I know it’s scary, but it’s super important if you want to become a better growth hacker. Seriously. Check out this post if you don’t believe me.
There’s a new digital line being created from social media savvy to hard core hacker. You don’t necessarily need to be a technical wunderkind, but if you’re a marketer and you’re not willing to do at least bullet points 1-4, that may be a problem. The new era of marketing is not coming, it’s here now.
(Side note: please don’t ever call yourself a Growth Hacker. I really hope the term goes the way of Rockstars and Ninjas)