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.

Ricardo Martinez

How Did You Start Your Journey in Growth and Digital Marketing?

I got started in growth and digital marketing around 2010 where I was doing PPC and search engine optimization with advertising agencies.

From there, I just kept on moving up and getting into sales funnels, building also conversion funnels, as well as content marketing, Facebook ads throughout several advertising agencies, then a Fortune 500 company. I decided that was too corporate and too structured.

And then, I switched back to the advertising agency model once again as a search manager. Then, I got promoted to director and then I decided to start my own company to have the ability to leverage the clients that I actually want which are mostly driven through eCommerce and performance marketing.

How Do You Attract Leads to Your Business and Clients?

As of right now, we’re mostly focused on getting leads for clients. In terms of my own business, we do it through lead magnets and a lot of content marketing. We’re not running anything through Facebook or AdWords or affiliate. It’s just crafting very, very long and lengthy pieces of content that provide pretty great value for our audiences that are on LinkedIn or on different blog posts.

For clients, we do utilize a bunch of different tactics and digital marketing aspects to get leads. Majority of the leads that we utilize and that we get for clients are coming through search engine optimization. A lot of them do come from Facebook ads. We run a lot of Facebook campaigns with budgets ranging all the way from $2,000 a month all the way to $60,000 a month with video campaigns, conversion campaigns, brand awareness, local awareness that drive directly to the product page as well as to a category page.

But we also drive the majority of the traffic to direct response landing pages. We bring a lot of traffic as well through, again, content marketing for our clients by crafting guides and how-to tutorials to get people from the top of the funnel. We also focus a lot on affiliate marketing campaigns for our clients. We’re also focusing a lot on micro-influencers which are basically these people that have YouTube followings and Instagram

followings anywhere from 20,000 to – let’s say – 125,000. Those are sort of the influencers that we like to work with just because they tend to have a much more engaged audience.

We also bring a lot of clients through Instagram ads as well as organic Instagram efforts. The way that we do that is by scraping competitors’ websites and scraping also niche websites by actually following every single person that comments on a picture or actually seems engaged. Therefore, we actually start following them and start communicating with them via direct messages. We send them to our profile or our client’s profile. And then, from there, we actually put a link on the bio and start generating leads that way.

Lastly, we’re also generating a lot of leads through referrals and loyalty programs. Those are actually working pretty well such as Customer Works is the brand ambassador.

How Important Are Lead Capture and Conversion Funnels?

For now, conversion funnels are the most important aspect of digital marketing. They can give companies the ability to actually segment users by awareness, consideration, evaluation, or sales purchase – depending on whether they land upon researching or interacting with the website.

As of right now, too many companies and we still see this with a lot of eCommerce companies that are just treating every single marketing funnel the same way versus actually interacting with customers in such a way that would present them the opportunity to separate – whether it’s by age, interest, audience, gender – in order to provide the most well-crafted message to make sure that there’s an actual interaction and connection with the user and the brand.

What Are the Top 3 Qualities that a Growth Hacker Should Have?

For now, honestly, I’m still growing the company and still messing around with a lot of growth techniques that we’re utilizing for clients as well as for our own.

I’ve got to tell you that the three most important aspects, the first one is going to be knowing when to fail and having the guts to fail. Too many of us are scared of thinking, “What if this campaign doesn’t work? What if these efforts don’t work? What if it’s a waste of money?” But you need to actually realize and get to a point in which, after analyzing the data, you say, “Okay, is it worth it to continue with this project or do we just go ahead and kill it and actually restart by making something better?” Definitely having the gut to fail is the most important aspect of being a growth hacker.

The second part is going to be actually data analysis – also something extremely, extremely important. The data is actually what makes or breaks the business and it’s what takes basically any campaign to the next level. It’s what give you the ability to scale marketing efforts. However, this is not just relying on Google Analytics and looking at average time spent on site or bounce rate. This is definitely going to be on analytics catalyst, implementing data visualization tools and reporting as well as utilizing heat maps, scrolls, Clicktale, Kissmetrics to find out exactly where the customer not only is on the page but knowing how they’re interacting, looking at purchase behavior flows in order to then again pass it on to different parts of the funnel and segment audiences depending on the actions that they’re taking on your page.

The third quality about being a growth hacker is actually having the ability to lead a team. Yes, one person can be very well-skilled and very well-crafted in the analysis, search engine optimization, PPC, but once you actually start combining paid search engine optimization, copywriting, UX, development, there’s just too many different skill sets that need to be combined. Having the ability to provide a team with the tasks that need to be done upon reaching a specific threshold is extremely, extremely important to keep on moving forward and making sure that the team is working in conjunction.

Which Tools Do You Use to Grow Your Business or Help Clients Grow?

That’s a pretty awesome question.

Right now, we’re definitely utilizing a lot of tools. I’m guilty of having a software addiction. We definitely try out dozens – if not, honestly, we have tried hundreds of different software. Our favorite software right now for growth hacking for clients in our businesses are Sumo, SEMrush, Keyword Revealer, […] Ninja Outreach, ScrapeBox, Hotjar, Mouseflow, Kissmetrics, even AdEspresso every now and then, Kowaya, Drip and MailChimp for email marketing, as well as our custom dashboards that are presently built depending on the data that we’re trying to analyze.