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The expression is so popular that it is on the blogs of nearly all marketing consultants. But what is Growth Hacking? Growth Hacking has become the expression that encompasses all of the online marketing strategies for small businesses.

Growth Hacking also includes "Guerilla Marketing" and "Shoestring Marketing" and other expressions that characterize economic marketing strategies.

However there is one factor that makes Growth Hacking a strategy with a somewhat different orientation: reverse engineering. But what is it and how can we use it?

First of all let's look at the expression itself. The word "Hacking" essentially means taking over someone else’s computer. So in that context it means copying something that is already established to help us achieve our goals. Therefore Growth Hacking is copying our competitors' growth strategy. Less nebulous? Let's continue. So we want to look at reproducing the strategies our competitors use to produce customers: emails, newsletter, promotions, Facebook ads, keywords, content marketing, social media, etc... We look at what appears to produce results and we use it for ourselves. How do we copy a competitor? The best way is to become a customer. When doing so you can see the actions they take, the frequency, how the message is composed, etc... Subsequently it is a matter of applying it to your business. By doing so you benefit from the experience and try to alleviate unsuccessful attempts that they would have made and get a certain head start on someone who has not yet gotten their experience.

Of course Growth Hacking techniques include several other actions, but what I remember from this technique is the concept of emulation.

Do you have any questions about this technique? Please do not hesitate to contact me.


Stéphane Elmaleh-Riel, B.Ed., MBA
Marketing consultant