Growth Hacking …ein?

El Growth Hacker  es un nuevo perfil surgido en 2010 por Sean Ellis, consiste en un mix entre desarrollador y marketing.  Este perfil ya existía y lo desarrollaba el emprendedor, debido a la importancia de este perfil para generar la masa crítica en Zynga, Groupon, Pinterest, Instagram, Dropbox,.. ha sido necesario buscar un perfil específico.  Este perfil establece una estrategia de marketing seguido de una implementación para conseguir ese crecimiento rápido y barato. Los “marketers” son importantes, pero al principio en una start-up se necesita a alguien con un enfoque limitado en el crecimiento.


Este experto debe conocer el  A/B testing, open graph de Facebook, APIS, SEO, UX, Social Media, .. teniendo tres características esenciales, tener pasión por las métricas, ser creativo y ser curioso.

Por tanto el crecimiento viral  consiste en buscar una forma de bajo coste para alcanzar la masa crítica necesaria en el menor tiempo posible. Dentro de ese crecimiento viral influye la integración de APIS, optimización de la landing page, email marketing, usabilidad web, medición de métricas, pruebas A/B,.. La definición de la estrategia debe ser consensuada con el lado de marketing e implementada por los técnicos.

A growth hacker is a person whose true north is growth.

                                                                                                 Sean Ellis.


Para conseguir esos usuarios debemos definir el ciclo de vida de nuestro cliente, este ciclo de vida se define en Adquisición, Activación, Retención, Venta y Referidos. En la primera fase, adquisición, será la elegida para activar la estrategia definida para captar los nuevos usuarios.

Aunque es la parte del embudo donde influir, esta labor no es solo del growth hacker sino de todo el equipo el conseguir retener a ese nuevo usuario que convierta en venta  y sea prescriptor. También es importante analizar cada una de las partes del ciclo de vida para optimizar el crecimiento.

Ahora bien el growth hacker debe idear una estrategia que permita aumentar la adquisición del cliente de una forma barata y sostenible durante un periodo de tiempo.  En este post de Dropbox podemos ver como han podido generar este crecimiento viral.


Si vamos a realizar un crecimiento viral debemos entender el concepto viral.  En este post hay una infografía de como funciona el crecimiento viral, siendo importante la definición del valor K. K es el valor de cuántos usuarios nuevos genera el usuario que tu tienes. Si el resultado de K es mayor que uno signfica que el crecimiento es viral, si no nuestro crecimiento es orgánico.

En este blog iré describiendo las técnicas que he ido aprendiendo de growth hacking y las que mejores resultados me han dado. Si quieres que tu start-up o proyecto consiga la masa crítica necesaria no dudes en enviarme un correo, encantado de colaborar. Además seleccionaré una de ellas y os iré contando un caso real paso a paso. Te ayudo…?



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