Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising

The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself. —AARON GINN

marketing as we know it is a waste of time without PMF.

Holstee Manifesto, an

They rolled out a feature that gave the product away to users for free if they referred five friends who signed up.

Jonah Berger, a social scientist well known for his studies of virality, explains that “publicness” is one of the most crucial factors in driving something’s spread. As he writes in his book Contagious, “Making things more observable makes them easier to imitate, which makes them more likely to become popular. . . . We need to design products and i

Dropbox, for instance, offered its customers a 150-megabyte storage bonus if they linked their Dropbox account to their Facebook or Twitter account.

Sean Ellis, Dropbox built one of the most effective and most viral referral programs of the start-up world. It was as simple as placing a little “Get free space” button on the front page of the service.

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This means that our outward-facing marketing and PR efforts are needed simply to reach out to and capture, at the beginning, a group of highly interested, loyal, and fanatical users. Then we grow with and because of them.

The role of the growth hacker is to ruthlessly optimize incoming traffic for success.