Se está buscando uma nova forma de fazer seu negócio ou empresa crescer exponecialmente, deveria conhecer o Growth Hacking.
O termo Growth Hacking, elaborado por Sean Ellis, em 2010, representa um modo de pensar e agir capaz de encontrar novos caminhos ou brechas de crescimento para negócios.
Está intimamente ligado ao pensamento hacker, isto é, combina a necessidade de alcançar metas e objetivos, com a busca constante por novos caminhos – muitas vezes não convencionais – para atingi-los.
Apesar de ser um conceito com alguns anos de existência, passou a se disseminar há alguns anos com o Facebook. Com objetivo de acelerar seu crescimento, a empresa formou uma equipe de “Growth Hacking” ao invés de uma equipe de marketing. O resultado: chegou a um bilhão de usuários em 2013 – hoje são 2 bilhões de usuários ativos, ou seja, que acessam diariamente a rede social.
Esse foi um marco para que profissionais de marketing e organizações enxergassem uma nova maneira de se fazer marketing: mais eficiente, ágil e inovadora.
Assim, o growth hacker é um profissional com foco mais amplo, não apenas na venda mas em gerar crescimento (do negócio). Todas as suas ações são balizadas de acordo com seu potencial de impacto no crescimento da organização.
Para tanto, utilizam os dados para testar de forma ágil quais ideias podem ganhar escala mais rápido – por isso são profissionais orientados por experimentos – sempre pensando em formas de baixo custo ou custo zero. Ao mesmo tempo, possuem como ponto de partida as necessidades dos usuários para gerar crescimento e, a partir disso, conseguir atrair e reter os clientes certos para seu produto.
Os primeiros passos para começar a fazer Growth Hacking:
Se você é um profissional que quer começar a exercitar esse novo modelo mental de crescimento de negócio, existem três características ou habilidades que valem a pena investir para ter sucesso na área:
Conhecimento em negócio e marketing: Ter conhecimento em estratégias de marketing e de negócios e um profundo conhecimento do consumidor são pontos fundamentais para um growth hacker. Entender a dinâmica do mercado e ter repertório de negócio e conhecer como seu produto resolve um problema do seu cliente são insumos importantes na hora de gerar ideias não convencionais.
Orientação a dados: Tudo que é feito em growth hacking para acelerar o crescimento precisa ser medido. O que significa dominar um conjunto de ferramentas e técnicas para coletar a analisar uma quantidade grande de dados.
Habilidades em front e back end: o trabalho de growth hacking é bastante técnico e imerso em tecnologia. Em alguns casos demandam conhecimentos em programação para fazer integrações entre APIs, criar ou otimizar websites e landing pages, ou até mesmo desenvolver programas ou aplicações para determinado teste que se queira fazer. Entenda porque no exemplo do Airbnb aqui.
Em termos de ferramentas, existem milhares disponíveis para growth hackers. Porém, 2 ferramentas imprescindíveis para qualquer growth hacker é ter seu painel de métricas e de experimentos.
O painel de métricas é fundamental para acompanhar a evolução do crescimento do negócio e medir o quanto os experimentos desenvolvidos estão impactando e fazendo o negócio evoluir.
Já o painel de experimentos é o grande laboratório do growth hacker. Nele, é possível elencar de forma simples as hipóteses a serem testadas e acompanhar o seu desenvolvimento.
Uma forma bem simples de começar a praticar é com o nosso Kit Básico em Growth Hacking. Nele, você encontrará um template com ambas ferramentas. Ao utilizar as ferramentas, você começará a desenvolver a habilidade zoom-in/zoom-out, essencial para uma grande growth hacker: a partir de experimentos (zoom-in) gerar impacto em todo o negócio (zoom-out).
Vamos começar a fazer growth hacking?
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
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Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
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