What is growth hacking? For technology startups, it’s using marketing creativity, analytics and social media to build awareness, gain investments and to…well…GROW! Even at a tech startup, your IT team should be present to support the strategy and tactics to expand your company’s reach.
CB Insights reported that approximately 90% of startups fail within the first 3 years. The reasons range from the lack of market need to poor marketing. While it may not eliminate the failure potential, growth hacking can better position a new company to gauge market responses and connect with a targeted audience.
How does IT play a factor here? Growth hacking involves technology. As a new business, startups need IT to create a technical infrastructure that supports growth at a rapid pace. For example:
- Projects will need productivity tools to connect people to information.
- Communication tools like wireless presentations will need to support multiple device types across a secure, encrypted network.
- Remote access to being teams together to a central location or hub
- Site and application monitoring to ensure optimal performance
- Flexible technology platforms from open source to development to cloud computing
Growth hacking relies on creativity. Therefore, IT becomes a partner with marketing to find feasible means to support and promote new marketing concepts and activities. From user experience to site speed, IT becomes a “nerve center” to deliver content through various channels. Third party and proprietary tools can be developed and programmed to gather data, exchange ideas and measure effectiveness. Marketing then uses those tools to optimize their efforts.
Growth hacking is that opportunity for partnership. It also is an opportunity to put your operations on display for new business and investments. Marketing and IT collaborating will set your brand’s reputation within the industry. That reputation will translate to your performance level and business growth.
For startups, the first years are critical. It’s not a time to “divide and conquer.” You It’s often “all hands on deck.” Therefore, collaboration and clear communication are necessary for success. For example:
- A wireless presentation can be monitored by IT to ensure all is working and secure with little disruption to marketing
- Productivity tools help IT and marketing stay on course with deadlines, rollouts and communication plans for any new products or services
- Collaboration tools help marketing teams share information, while IT provides the platform and security
As a new business, IT and marketing play significant roles in setting it up for success. It’s that partnership that will move their business forward and create a market demand. Growth hacking allows both teams to make their mark in how the business is received and accepted within their industry.
How has your IT team worked to support a growth hacking strategy? Share with us!