I started my growth hacking adventures around the turn of the century, before there was an actual term for it (Sean Ellis created the term in 2010 or sometime around then). I don’t know what I called it. Online marketing I guess. As I familiarized myself with the space, the constantly evolving term seemed to be talking about what I started doing at the turn of the century, when I worked for Ajilon, the IT consulting arm of Adecco, the Fortune 500 staffing giant. Also a giant in its own right, with offices spread out across the US, Ajilon staffed Fortune 500 companies such as Charles Schwab, The Gap, McKesson and Wells Fargo among many others. It was the late 90s and the Dot Com Boom was in full swing. I was an Account Exec, recruiting, placing (at some clients entire teams) of IT professionals.
I also spent a fair amount of time on the Internet, Googling..Er rather Yahooing. At least in the beginning (Google wasn’t open for business yet) seeking opportunities to promote Ajilon as the firm to turn to in the Bay Area for their tech staffing needs. I found a few email addresses of some contacts at Monsterboard and Dice to try and get a conversation going, perhaps create some type of partnership which we eventually signed with both, using our national reach and affiliation with Adecco as the pitch. There were other organizations I found online in SF, that I soon was part of, booking spots at events, speaking at events, helping promote Ajilon among the masses as the place to go for their IT staffing needs.
Fast forward to 2010
When I first got my official start in Tech Marketing in Israel, I also hacked away at pages of Google results, that secured placements for articles, interviews and boy, did we increase unique traffic threefold, generating more leads than ever before, mostly using LinkedIn. This got me named influencer of the week on a few occasions. This was right around the time the term “Content Marketing” came out. It didn’t matter to me what I was doing was called. I just did what was natural and what worked. Let’s face it, there are lots of folks who call themselves content marketers. Ask them what they do. They devise and author content. That’s it? Where’s the marketing part. We need to take a look at the bigger picture.
If Content is KING then Marketing it Must be QUEEN
As an opportunistic marketer, publicist, business developer with writing prowess, I have a philosophy that has yielded me success and I am hungry for more. You have your targets, you have your medium and you have your message (pitch). Timing also has a lot to do with it of course.
Show me a page of Google results on Industrial Drones for example and I’ll figure out the value and if relevant a way into every link. Let’s not forget all those results have power. After all, they are on the first page. So, follow the power. Here are just a few examples.
Above you can see Airobotics is top ranked on Google (Incognito search) for Industrial Drones, and you see a few under those results that could be competition, they could be drone resellers, so perhaps there’s a partnership/VAR opportunity. Some of the results might look amateurish, so I would skip over those and revisit them later. The fourth one down, “Industrial Uses of Drones – 5 Current Business Applications” by Jon Walker from June may be a good target to contact regarding a possible story on Airobotics, offering a Subject Matter Expert on Industrial drones, or you can even pitch the outlet accepting a guest post from someone at your company.
The fifth one down, “80 Drone Companies to Watch in 2017” is what I call a Growth Hacker’s gold mine. There is a lot of information in there, with a lot of industry keywords I’m sure, therefore ranking it so high. You can dig into a gold mine result, and find such things as conferences you might want to attend and invite the press, secure a briefing with a top analyst at gartner who covers your particular area, secure a speaking engagement for someone from your company, enter your company for a drone award, explore sponsorship opportunities to increase visibility, or a place for representatives from your company to go and network. You might even want to hand out pins, other swag, a raffle offer to win your own child-safe, kid-friendly drone outside the venue (Cuz let’s face it. We’re all thinking about our kids), targeting this very relevant audience.
Sure. There are more. Lots more. You can pick out influencers to invite to a special announcement, invite some to be on your board. I can go on, but I won’t. I’d be here all day. Suffice it to say, that this strategy can yield you success. It takes time, but via the use of Opportunism, the Written/Spoken word and the right Marketing Automation in place, these hacks can lead to growth.
Traditional PR. There’s nothing like it. There never will be. When you get others to tell your story, then you’re onto something. So let’s dig a bit into our PR research tool. Below is a snapshot on industrial drone coverage in the media. In the past 6 months alone, there were over 800 articles/targets that mentioned Industrial Drones.
Conversely, over the past year there were only 37 mentions of Airobotics in the media according to this PR tool.
As more applications become available for Airobotics groundbreaking solution, the targets will just expand, the net will just widen, thereby giving you more potential visibility in those areas.
The end for now.
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