Growth Hacking: por que você deve aplicá-lo ao seu negócio hoje

Se você é dono de um pequeno negócio, seja uma loja física ou apenas presente na internet; Se você possui ou tem o interesse em iniciar uma startup de alto crescimento; Se você é um empreendedor autônomo em busca de espaço no mercado.

Você precisa aprender growth hacking.

O tema tomou conta das principais discussões nas redes sociais, nos grupos de trabalho, na sala de aula e nos principais eventos de marketing e empreendedorismo do país, e muitas empresas já o adotaram em seu dia a dia.

Mas, o que é growth hacking?

Para Sean Ellis, empresário, investidor anjo, consultor de startups, CEO da GrowthHackers e considerado pai do conceito, growth hacking é, basicamente, a aplicação das principais estratégias de marketing orientada à experimentos.

Confira o curso “Growth Hacking na prática: Cases e Hacks”, da Jana Ramos

A palavra growth significa ‘crescimento’, e hack se traduz, nesse caso, como ‘brecha’. GH, então, busca o crescimento através de oportunidades identificadas no modelo de negócio atual aplicado na aquisição, retenção, conversão e fidelização de clientes.

Sendo assim, growth hacking não substitui a atuação do marketing, tampouco todas as suas técnicas e estratégias. O conceito pode ser colocado como um mindset de crescimento que deve ser absorvido por toda a equipe, não somente de marketing.   

Como funciona o processo de growth hacking

A principal fonte para a identificação de oportunidades é a análise de dados. Através dela, é possível reconhecer os gaps, ou melhor, os números por hora insuficientes para a conquista das metas desejadas, ou mesmo que suficientes, podem se tornar melhores.

Com as oportunidades mapeadas, elas se tornam objetivos. A partir disso, é necessário a definição de experimentos, ou seja, formas diferentes de alcançá-los, buscando a mais eficiente e que melhor reflete nos resultados ao final do processo.

Um exemplo simples:

Nós temos um e-commerce. Conversando com a equipe e analisando os relatórios do Google Analytics, identificamos que o tempo médio de um novo usuário na loja é baixo, se considerarmos o tempo necessário para conhecer o produto e decidir comprá-lo.

Aumentá-lo, então, se tornará o nosso objetivo e uma oportunidade para ampliar os resultados de vendas.

Muitos fatores podem causar uma taxa de tempo médio baixo na página. Um anúncio sem conexão com o produto oferecido, uma página sem muitas informações ou a falta de apoio – da página, na definição do produto ideal para o usuário.   

Para isso, definimos três experimentos: dois modelos de anúncios diferentes do atual, uma funcionalidade para comparação de produtos da loja e uma lista de produtos relacionados logo abaixo do conteúdo da página.

Elas serão testadas temporariamente, individualmente, e as informações, voltarão para discussão da equipe a fim de definir qual teve maior impacto no tempo médio do usuário na página e também na conversão em vendas.

Nós podemos resumir esse processo em três simples passos:

#1 Análise de dados e identificação das oportunidades

Avalie os principais indicadores de aquisição, retenção, conversão e fidelização do seu negócio, e identifique números que não sejam ideais – comparados às suas metas e aos indicadores de mercado, buscando gaps.

#2 Estudo de experimentos

Para cada gap, objetivo, oportunidade identificada, defina experimentos que possam se tornar uma estratégia eficiente e a solução para o problema, e aplique-os durante determinado tempo, no formato de experimento.

#3 Análise de resultados

Com os experimentos aplicados, é necessário reunir a equipe e os resultados novamente, visando definir o processo – ou os processos – que obtiveram melhor eficiência e melhor contribuíram para o alcance do objetivo.

Por que você deve aplicá-lo ao seu negócio hoje

O mindset – e consequentemente os processos – de growth hacking são fundamentais para manter uma estratégia de crescimento, e principalmente, identificar falhas nos processos correspondentes ao funil de marketing, contribuindo para os resultados.

Resultados, que podem partir da redução dos custos – de tempo e dinheiro na aquisição de clientes, por exemplo, até o número de vendas, criando um ambiente eficiente, lucrativo e preparado para as mudanças constantes no comportamento dos usuários.

ℹ Este artigo faz parte da coluna semanal “Sextaprendizado” do meu blog. Todas as sextas, eu trarei um tema novo para que possamos discuti-los e aplicá-los, na busca por melhores resultados em nossos negócios.

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