a couple of years ago

La Estrategia detrás del Growth Hacking

Al pensar en Growth (crecimiento), la mayoría de la gente piensa en CRO (Optimización de la tasa de conversión) ó en el ToFu (parte superior del embudo). No entienden realmente cuál es el poder que tiene el Growth Hacking (Estrategia de crecimiento)

Para resolver este problema, es necesario dar un paso atrás y pensar en el crecimiento de una manera estratégica. Entonces, ¿qué es el Growth Hacking? ¿Cómo crear uno? ¿Cuáles son los desafíos?

Growth Hacking:

Cada decisión y esfuerzo que se aplique, debe incrementar de forma rápida y notoria el volumen de usuarios, ingresos, o impactos, de nuestra empresa.

Growth = crecer, crecer y crecer

El proceso es primero:

Conseguir la estrategia correcta viene antes del proceso de Growth Hacking. En donde estarás tratando de identificar el área en la que puedes tener el mayor impacto dentro de tus recursos.

Cuando empiezas con el Proceso, el problema principal es que empezarás a pensar en ideas sobre cada aspecto de tu negocio.

Es probable que experimente ideas para atraer a más personas (Adquisición), hacer que usen tu producto (Activación) y así sucesivamente.

Empezaremos a experimentar las ideas con mayor impacto, esto ocasionara un alto grado de desenfoque.

Para superar este problema, queremos diseñar una estrategia de crecimiento para identificar las mejores áreas a enfocar.

Estrategia

La estrategia es un elemento fundamental de Growth Hacking.

El objetivo de la estrategia es: Crear enfoque y dirección dentro del equipo de crecimiento.

La estrategia está compuesta principalmente por:

  • Áreas de alto impacto
  • Road Map (Mapa de ruta)
  • OKRs (Objetivo y Resultados Clave)

En otras palabras, deberás identificar las áreas en las que debes concentrarte junto con los resultados clave que esperas.

Una vez que hayas hecho tu estrategia, podrás comenzar a experimentar con uno de tus área de alto impacto con el proceso de Growth Hacking.

Al tener una verdadera estrategia, serás capaz de poner sobre la mesa mejores ideas y darles prioridad. Si te enfocas en Retención, es necesario decirle no a los futuros experimentos de otra parte del funnel.

Necesitas poner tu estrategia en un tablero y por escrito que pueda ver tu equipo completo, esto evitará cambiar de enfoque cada semana.

No es necesario un documento de 10 páginas, de 1-2 páginas o 2-3 diapositivas son suficientes. Pasa todo el tiempo que necesites pensando en ello, pero asegúrate de que sea accesible para todo el equipo.

Preparar tu estrategia de antemano es el primer paso del éxito de tu crecimiento.

¿Cómo definir una estrategia?

Reune insight

Con el fin de definir una estrategia ganadora, es necesario reunir información sobre tu producto y los consumidores finales.

Necesitas reunir 2 tipos distintos de información:

  1. Cualitativo hablando con tus clientes y prospectos
  2. Cuantitativo mirando tus métricas y examinando constantemente tu lista de usuarios

También puede ser útil definir tu modelo de crecimiento para que puedas echar un vistazo y tener una imagen más grande.

En esta sección, tienes que comprender tu funnel y las métricas de cada paso.

Necesitas revisar tus problemas clave y empezar a comprender por qué no funciona y cómo puedes mejorarlo.

Veamos un ejemplo:

Descubres que tienes un problema en la etapa de Retención: la mayoría de tus usuarios dejan de usar tu producto después de los 140 días.

Entonces tienes que trabajar en la Retención, ¿qué pasa si tus usuarios cubren sus expectativas y lograron sus resultados después de los 140 días? Tu problema de la retención se basa en el uso de tu producto.

Al final de esta parte, debes ser capaz de entender su embudo y obtener las verdaderas razones detrás de cada problema.

Identifica áreas de alto impacto

Ahora debes ser capaz de identificar claramente tus debilidades y fortalezas.

Enumera cada paso de tu funnel junto con las métricas clave. Puedes utilizar la siguiente plantilla como ejemplo para guiarte en tu funnel.

La Estrategia detrás del Growth Hacking

Una vez que conozcas cada paso y tus métricas, puedes identificar fácilmente dónde están abandonando los usuarios y dónde puedes tener mayor impacto.

Por ejemplo:

¿La mayoría de la gente no prueba tu producto?

¿La gente nunca vuelve después de su primera visita?

Una vez que hayas identificado tus debilidades, debes comenzar a darte cuenta de que algunos de ellos tendrán un impacto diferente sobre tu negocio.

Si sólo el 5% de tus usuarios empiezan a utilizar tu producto, pero de estos, el 90% se convierten en clientes que pagan, entonces sabes dónde concentrarte.

Define el éxito y el fracaso al diseñar OKRs (Objetivo y Resultados Clave) claros que puedas ver. Te ayudarán a revaluar cómo lo estás haciendo después de cada iteración.

Mapa de ruta

Ahora que haz identificado todas tus áreas de alto impacto, traza tu progreso durante los próximos 6 meses.

Ejemplo:

“Empezaremos enfocándonos en la Retención, luego pasaremos a la Activación”.

Planifica iteraciones de 60-90 días. Volverás a evaluar cómo estás haciendo cada mes y al final de cada iteración.

Ten en cuenta que sólo he incluido metas de métricas aquí, tu necesitarás definir OKRs mayores para cada iteración.

Esta hoja de ruta es sólo para asegurarnos de tener la cabeza clara. Si no alcanzas tus metas al final de una iteración, deberás reevaluar toda la estrategia.

Bonus: Mapea tu Crecimiento

Ahora que sabes dónde quieres tener impacto y todas las métricas que lo acompañan, puedes hacer un mapa y predecir el crecimiento futuro.

Predecir el crecimiento es especialmente útil para mostrar tu liderazgo a donde va y que haz hecho bien las cosas.

Es importante que estés consciente que vas a tener fluctuaciones en otras partes de tu funnel, por ejemplo en la gráfica observamos la Base=usuarios ya existentes y la Mejora=usuarios nuevos

Alineación

Necesitas asegurarte de que tu estrategia de Growth Hacking está alineada con otras estrategias dentro de la empresa.

Es decir si tu equipo de desarrollo de producto esta mejorando una de las features del mismo que es de las que esta siendo más usadas, entonces la estrategia de crecimiento debe centrarse en la de crecimiento y retención de clientes ya existentes.

El proceso de crecimiento tiene que ver con el lanzamiento de experimentos con regularidad. La estrategia da la trayectoria correcta de tu equipo y empresa.

Si haz estado experimentando por un tiempo y tu crecimiento no va a ninguna parte, es probable que la falta de enfoque este siendo clara porque no esta bien planteada la estrategia.

La estrategia es un aspecto principal de Growth Hacking. Tómate el tiempo para configurarlo y lo harás muy bien.

¿Qué piensas? ¿Haz identificado tus áreas de crecimiento?

Post Relacionados

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Norely Murillo

Norely Murillo

Cofounder Ponch, Marketer, construyendo, revolucionando, innovando y creando estrategias basadas en crear mejores experiencias de usuario, adquisición de cliente, lean marketing funnel.