If you’re going to embrace the best of both growth hacking and guerilla marketing, then you’ll need a process to be most effective. In this episode we outline the process we use (and that we’ve seen work for many other companies):

1. Set a growth milestone – Every cycle of growth needs a north star. This could be a revenue target, a new customer number, or another metrics that matters. The point: you need a way to know when you’ve reached your target and it’s time to set the next.

2. Decide whether to build new products – Once you have a growth milestone defined, you have to make a decision: can you reach your milestone with the products you’ve already built? If not, you may have to build a new product to complement the others. If so, keep going.

3. Decide what growth channels to use – Which of the 19 growth channels will you use to reach your milestone? Will you continue using channels you’ve already been using? Or will you try one or more new channels?

4. Brainstorm growth experiments – For each channel you’re considering to reach your next milestone, you need to brainstorm potential experiments. This starts by determining which sub-channels you’ll use (if social media is your channel, Twitter would be a sub-channel). Then, you’ll want to form a hypothesis around each potential experiment: “If I do this…. then this will happen.”

5. Choose five experiments and execute – Rate each of your brainstormed ideas based on Feasability, Impact and Time. Then rank them by aggregate score. Choose the top five potential experiments based on your rankings and move forward with those.

6. Decide which channels to use to reach your growth milestone – As you run experiments, you’ll gather data on what’s working (and how well it’s working). Once you complete the five experiments, decide which (if any) would be able to fuel your growth to the next milestone. Then focus on those.

7. Rinse and repeat – Each time you reach a new milestone, it’s time to start back at the beginning of the growth process.

8. This should give you a simple seven-step process for growing your independent business. And it all comes from a zero-budgeting marketing approach, pulling tactics from both growth hacking and guerrilla marketing.
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