Monday, 19 february 2018 | Brenda Rodríguez López
Twitter, Dropbox, Pinterest, Youtube, Spotify, Facebook and multitude of digital companies have used them as a part of their growth strategy. Growth hackers promise to turn into very demanded professionals over the next years in Spain. In USA everybody has heard about them, in this country most of the people still raise an eyebrow when they hear their name. What is growth hacking? Who is behind this so demanded profile? What do these new techniques of marketing digital consist of?
Have you ever thought about how the main digital brands of the market grow so quickly and in such a short time? Entrepreneurs know that having a good product or a great idea is a good starting point, but not a guarantee of an unstoppable growth. New companies need to grow if they want to be competitive. If they want to stand out in such a changing and competitive environment as it is the digital world, they need to resort to new methods and ideas.
One of the biggest problems that startups find when it comes to expanding their business is their slow growth on the Net. In this initial phase, there are many expenses that have to be faced and new companies do not have such vast resources as the consolidated companies. On many occasions, they cannot afford to invest in large advertising campaigns, they do not have the financial support of investors or get large sums of money yet. Also, why investing in traditional methods when there are "cheap" techniques that can exponentially multiply the number of clients or the impact. The number of large companies that also want that effect using strategies which do not involve a high cost are not few. How can these companies grow with the least possible investment of resources? Their desire has been fulfilled and materialized in a new profession: the growth hacking.
Are the growth hackers "bad guys"?
Grow as you can, but not at any price. That could perfectly be the motto of a growth hacker. The cheaper the better and if it is for free, even better. More than a profession, this is a new mentality oriented to achieve the maximum possible growth in a short period of time and without investing an exorbitant amount of money. For growth hackers it is essential to find the secret ingredient that allows a business to go from a moderate to a crazy boost and, if this does not work, they would not stop until they find the perfect recipe. On some occasions, when they fulfill this goal, the lines that separate what is lawful and legal from what are not are diffuse. The professionals themselves are defined according to the barriers they are willing to cross, but, by definition, growth hackers do not have to be law transgressors.
If there is anything that characterizes growth hackers, apart from their particular and to some extent obsessive concern for growth, it is their disruptive profile. This profession requires large doses of ingenuity and a touch of slyness. In order to get strategies to succeed in this increasingly complex and competitive environment, it is essential that they have a pioneering and reckless spirit and to be willing to try opening doors that no one else has opened. Finding profiles that fit with this description is not easy and, therefore, growth hacking has become a profession as well paid as demanded. The pirate boarding will not make us wait.