Growth Hacking Geniuses - Arvell Craig - Visual Summary

Arvell Craig

How Did You Start?

I got into marketing and designing and a lot of things back in the late 90’s.

In college, I started messing around with websites. I studied computer science in school. But, before I got done, I was just watching how the internet was growing. I just got right into it. and so, I started out doing design and logos – kind of just straight local business stuff. Through the years, I’ve grown to understand the value.

At the beginning, I started out just doing stuff because it was a skill, it was a talent, it was fun. But, when you start to understand what people want, that a lot of the tools, a lot of the techniques, a lot of the cute stuff are just a means to an end, I learned to discover that people didn’t really care about the design. They wanted results. It was like, year after year, I’m always growing towards figuring out how to get people what they really want.

And so, starting off in Photoshop and then Dreamweaver and HTML. I’d see, over the years, as technology continues to grow, whatever is new, wherever people’s attention are, that’s kind of where I find myself learning and spending time – whatever it takes to get in front of people’s faces – in front of their attention.

How Do You Attract Leads?

There’s a couple of different ways. Depending on the project or the campaign, my bread and butter, the quickest, fastest, easiest way to get leads is going to be through email.

Again, the simplest way is going to be taking an existing database and either warming those leads up and getting them to re-engage existing leads into buying additional purchases. We can take those same leads and, again, depending on how we want to incentivize them, depending on
how you want to throw the pitch or the story, we can initiate some kind of referral or affiliate campaign whereby any of our existing customers or leads will be motivated to send our offer or send our product to somebody they know. If you can formulate the pitch in a certain way, they’re going to benefit from goodwill of sharing a really great offer with someone else.

Email is always the shortest, quickest, easiest way to get some new business in. but, other than that, I’ll do content marketing – whether it’s writing on my own blog or writing on Medium or different places where attention is and then directing the traffic to the site and then doing some lead form there. And then, I’ll do Facebook ads because that’s the hottest social media site right now so that’s always a way to get some new leads in.

What Are the Top 3 Qualities Growth Hackers Should Have?

The top three qualities that I find is valuable is – one – they have to be able to understand their customer. They have to be able to understand the motivations, the psychology, the fears and the desires of whoever they’re going after – whether it’s email, whether it’s paid traffic, whether it’s cold email, whether it’s Facebook, webinars, everything – it’s going to fall based upon understanding the motivations and the desires of who they’re targeting.

The second quality that I’ve learned or discovered in the past couple of years is really kind of more of a self-understanding – understanding your personal strength, your personal skill. There is this test called the Marketing DNA Test by this guy named Perry Marshall. It’s a phenomenal assessment for any person in sales or marketing to understand what is the greatest quality that you have that brings the greatest results for other people.

Whenever I’m working with someone or a business, I always want them to understand and assess their own strengths – their own marketing strengths – because that’s a long-term strategy. You can learn and watch a blog or take anybody else’s tactics for a couple of days or a couple of weeks or a couple of months. You can grind it out by being somebody that you’re not. But I find, if you can leverage your own strengths, you’ll get the greatest results.

And then, number three, a big quality I find in marketing – again, I’m a part of a couple of masterminds here locally and also online – just really
not being independent, not being solo, not being a lone ranger but finding ways to leverage the knowledge of other people live. Interacting one-on-one through a mastermind or maybe hiring a coach or a mentor, but always involving someone else in your game plan is going to be a great win for you.

Who Are Your Role Models for Growth Marketing?

My role models are Perry Marshall. I mentioned the Marketing DNA Test. He also wrote a great book called 80/20 Sales and Marketing. I’m a part of his community. I’ve been following him for years. He wrote the first biggest book on AdWords – I don’t know – ten years ago. So, he’s been around for a long time.

There’s another guy who to me is not as widely known because he’s not active on social media a lot but his name is Dean Jackson. He’s been around ten, fifteen, twenty years. He’s got some simple, very direct, phenomenal strategies. They’re simple and they work. So, Dean Jackson is somebody I love to follow.

And then, I would probably say Gary Vaynerchuk which a lot of people know of. I’ve been really following and listening to what he’s been saying lately and I love that he’s not just about hustle – he also gets into the self-awareness or kind of leveraging your strengths or knowing what makes a difference to you. But he’s great for practicality and for the motivation to grind and to hustle and to get results.

Those are my top three role models.

Which Tools Do You Use to Grow Your Business?

My favorite tools right now for hacking, marketing, growing, there’s a couple of them.

For conversion rate optimization, I like Instapage – that’s my favorite landing page builder that I’m using now that’s getting the best results for split testing landing pages. I use Active Campaign as my marketing automation email system of choice. It’s phenomenally simple and easy. I may have used InfusionSoft – I use that on another site. I use MailChimp. But Active Campaign – plus it’s got a CRM for managing leads and pipeline but for the price point and the features, there’s nothing that compares to it.

I also use Tout – not for my existing emails or my existing customers but Tout is great for cold leads for getting new customers if I want to get them through email. So, Tout at toutapp.com is that site. Those are, like, my favorite three – Instapage, Active Campaign, and Tout are my top three right now.