 Okay, is it audible? So the topic is three growth hacks to market your WordPress plugins. However, I would like to mention it also applies to people who develop themes or sell services. So just because the title suggests it is for plugins, I mean, it doesn't mean that the rest of it who are not developing plugins, the lessons do not apply to them. The reason I mentioned plugins was because maybe I thought the chances of getting selected has a speaker would increase. Because I see, I mean, more developers come toward cancer. So talking about like giving a brief intro for me, I started blogging when I was 16 and today I turn 22. And I feel WordPress has been like the booster for my career. If I never came across WordPress, I would never know how to not leave home and still keep making money. I'm the host of Rohan Chaubey TV. So Rohan Chaubey TV, I mean, it's my own YouTube channel, which I plan to convert into an OTT, which is over the top television channel for startups. So for the pilot one, I'm trying to grow a YouTube channel. And within a year, we plan to start an OTT channel for startups. I co-founded International Growth Hacking Day with 35 co-founders from nine countries. And it was endorsed by the CEO and director of Neeti IO, Government of India. And I also wrote a book, The Growth Hacking Book, which became a bestseller in seven countries. So it is safe to call it an international bestseller. Audience.com, which is IBM and Twitter's partner product, ranks me as India's most followed growth hacker. And the only thing that I help startups with is to get their first 100,000, 10,000 or 100K users or customers. Because I listened to the speaker just right before this. So I would like to mention that, I guess, PeppiPost is a NetCourse product, I guess. So I was once called to NetCourse office to ask how they can increase the user base for PeppiPost. So which makes me believe that I have reached far better companies. Some of them are Unesco, Uber, Red Bull, Kalyangelo's, Freshworks and others. So when I say growth hacking, the common question that I get is, what is growth hacking? So from my book, the definition that I subscribe to is, growth hacking is conducting marketing experiments to uncover strategies to help you attract and retain users. However, I do not get too religious about my own definition. I keep it open for other people to define what they want the growth hacking to be. So I coined a term called growth set and we wordmarked it or trademarked whatever you call it. So a lot of people also ask if you learn growth hacking and you become growth hacker, so how do you become growth hacker? The simplest answer to that is work on your growth set. I define growth set with a mathematical formula which is growth set equals skill set, mindset and tool set. And growth hackers operate at the intersection of marketing, technology and product. So what I mean by marketing is the inbound and outbound marketing strategies that you use to maybe attract traffic to your website or gain users, whatever your intent is. With product, I mean the hacks that you do or implement at the product level. It can be copywriting, referral marketing, affiliates or the UI and UX, I mean working on your UI and UX or gamifying your app or website or whatever product you have built. The next is technology. By technology, I mean, so growth hackers do not have to be coders. It is good if you are a coder, but if you're not from a technical background, only if you can write pseudo codes and someone else and some developer can implement your pseudo code for you, still you would be considered as a growth hacker. So programming is not a necessity to become a growth hacker. What I mean by skill set, mindset and tool set is, so before the stock, Divya gave a very good example of, not example, an analogy of roots and water. If you put, pour in more, he also gave an example. If you pour in more money and see results, you keep on putting money in your marketing and you get used to the paid advertising. However, if you stop burning cash and find organic ways to grow, you will end up being creative. So I feel that's what growth hacking is and that was a very excellent analogy that he suggested. That is the right mindset a growth hacker should have. So maybe officially, Divya wouldn't call himself a growth hacker, but the mindset that he suggested is exactly what we needed. By tool sets, I mean to suggest the tools and methods that you will use to scale your business. And skill set is what skills you would use to grow your business. So for, let's say for developers or WordPress plugin developers, I feel there are major four channels that they get traction from is SEO. So this can either include listing their plugins on certain websites or writing content for it and then ranking for it. The next would be social media or WordPress repository. You listing your plugin in the WordPress repository and lastly affiliate. Now in this talk, we are going to explore the same channels, but with a different twist. So I wouldn't go in depth with a lot of hacks. Let's keep it to three so that you are able to retain the information and you're able to take a nice takeaway. I mean, you get a nice takeaway from this talk. So I've limited it to three, but hopefully it should provide you enough value. So this gentleman in the front row had a very good, I don't remember. Can you please knew your name? Neera. So this Neera sir had a very good talk. So I was searching word cam Mumbai before coming here just to see, you know, how other speakers have presented before this. He had a very good talk, I guess in 2016-17 about selling products in which you mentioned just because you can build it doesn't mean you have to build it. So so in case someone has not watched that I highly recommend to watch Neera's WordPress talk word cam talk. Sorry. So what so maybe there are a lot of how many are developers here? So how many are theme developers and how many are plugins? So let's raise hands for plugins. Okay, quite a few. How many develop themes? Okay. And how many do you have? I mean, how many have services to sell? Okay. So this applies to everyone, almost everyone in the crowd. So talking about WordPress plugins, just because you can build it doesn't mean that you have to build it. You have to analyze and see if there is an actual need for what you want to build. The next is cater to your community. So last year I created a SaaS product for Twitter and I saw there was a demand for a product like that. So it used to make tweets go viral and that's how I also got into touch with a lot of political clients like BJP and Congress to make their tweets viral through my platform. So I saw there was a need for a product that made tweets go viral and I built it. So maybe you don't have to have 10,000 or 20,000 people demanding a product like that. Maybe you will have only 1,000 or 2,000 people wanting to have the product. You can still build it for them. So my product acquired about 1,200 customers in three months and that was enough for us to break even and make good amount of profits. So the first step I think we can summarize online businesses into just three steps. The first is build a community. The second is provide value and third is charge for the value that you provide. However, some people tend to skip the first step and move on to the second one that is building products and services right away without having a community that will back you. So community building is something that you cannot skip at all. Maybe you are a developer and you may feel engaging with your community is not good investment for your time. But I feel that building a community makes it a lot more easier for you to sell anything that you build. The next is see if the plugin already exists, the kind of idea that someone might have already built it. And maybe if it already exists, I mean if it does not exist, you can always create it. If it is already made, you can implement a new change to it and release your own version of it. But it shouldn't happen that the other plugin which already exists just makes one update and your product is no longer relevant. So you have to make sure how you can future proof your product as well, which again you know it is taken from near of stock. The only prerequisite like I said is to build. So I've written plugins on the slide, but what I mean to say is build products so valuable that your prospects have no choice but to buy from you. So you build when there is a real need for it and you wouldn't have to really sell it. Because I'm a growth hacker, I love funnels. So we will see three hacks at each stage of the three funnel stages that I've mentioned in this diagram. Acquisition, activation and retention, we will see one hack from each stage. So I do not have a lot more going on the slides, but you might want to carefully listen to what I'm saying and maybe take notes if you think that is relevant. So the first hack is from the acquisition stage. The acquisition stage means you're attracting traffic to your website or wherever you have listed your plugin. If not your plugin, your theme and if not your theme, your services. So maybe you have listed your services on your website or maybe you have listed your theme on your website. So how do you get traffic and attention to your plugin? I call this strategy lead magnet redistribution. So a few days ago I was looking for a learning management system plugin, LMS plugin. So learning management system is nothing like you trying to create a Udemy on your own website. So maybe you know all of you are aware of Udemy. So if you want to create a Udemy like structure on your own website, you can use an LMS plugin. So before buying the plugin from, so there are maybe major five vendors and before buying, I made the decision based off a blog post. So maybe if this and then that blog post has another lead magnet to capture my email. So I based my decision with reading content. So even though you are developer, you may want to have a blog or something where which can educate your potential buyers. If you cannot write, maybe try hiring content writers. So producing content is the number one strategy to sell anything. I'm sure most of you would agree and I say lead magnet distribution specifically I suggest doing this on LinkedIn because that's the only social media right now which gives you maximum traction. So the only two social media I can think of for you to reach maximum people right now is LinkedIn and TikTok. So of course, TikTok is not a platform. You will sell WordPress plugins. So LinkedIn is the best channel for you to utilize right now. So now you must be wondering how do I reach out or reach to my potential buyers on LinkedIn? One hack is you either, you know, so most of the bloggers and company owners, mostly, you know, small to medium businesses would have a website on WordPress. You can directly reach out to them by the search option on LinkedIn. Another good hack to definitely find WordPress users on LinkedIn is to get LinkedIn sales navigator. In the sales navigator, you can add a filter for seeing what technologies the companies are using. And in there, you can write WordPress. So if you input WordPress in LinkedIn sales navigator's filter, you will be able to get an extensive list of companies and people who have their websites on WordPress. So imagine if you can get the data, I mean, if get people on LinkedIn, you know that they are going to use, they are using WordPress because it shows it in the filters. So you can reach out to them confidently because you know they are having their websites on WordPress. So this is one hack. So before you try the hack number one that is lead magnet redistribution on LinkedIn, I suggest you connect to as many users as possible on LinkedIn who are using WordPress users. So what do you do with the lead magnet? So the lead magnet is anything like a free resource that you want to give to people to educate about your plugin or service or theme or whatever the product is. And then you ask them for their email address or phone number to give it to them. So there was a company that I was working with a New York based SaaS company who wanted their first 1000 beta users. And what I did for them is we created a lead magnet and I published it on my LinkedIn profile and I simply asked people to comment yes if they wanted to get it. And I just posted the update I went to sleep the next day I wake up what I see is it already had 3,30,000 views and 1000 plus comments. And all of them were saying yes. So these were like the potential beta users this company wanted. And I couldn't imagine how it cannot become more easier than this. You posting an update and then next day 1000 people asking you for what you were selling. So I guess the best way to reach out to your people right now if you're considering to be social media has a channel is LinkedIn. And do this use this strategy create a lead magnet ask them to provide your email address or phone number and give it to them once they provide it. Now you may wonder that okay once the lead magnet is created it is shared on your profile maybe your post did not go viral has mine. Maybe you instead of getting 1000 leads you got only 100 how do you reach out to more people. So another potential strategy that you can use is instead of wasting your lead magnet by not sharing it further. Once you have already shared it on your profile doesn't mean that you can't share it on other channels or on other people's profiles. So the other hack could be you partnering with other influencers and asking them to share the exact same lead magnet on their profile. So let's say me and Raghuvendra have I have 20,000 followers on LinkedIn Raghuvendra may have 10,000 and we have an overlapping network of 100 or 200 mutual friends. The rest of it from the 1000 and 2000 connections that we have are still not exposed to this lead magnet. So once I've posted this lead magnet on my profile and I've got 100 leads I can ask Raghuvendra to do post it on his profile. And maybe from his profile I'll get more 50 leads then I'll go to from Raghuvendra I'll ask my other friends or up to post it. Then I'll get more to 50, 100 leads from there. So you can keep asking in LinkedIn influencers to post the exact same lead magnet and keep collecting leads. So the cost of writing or creating a lead magnet is just one time but you can keep redistributing it again and again and again. So that is why the hack is called lead magnet redistribution. Now you must be wondering why would your friends share your I mean why would your friends help you get the leads. So anyways the plugins and themes and all of that have these affiliate model. So what can it so maybe your friends would question you what is in it for me. So you can tell them that you can potentially the first thing is you get virality on your post. So if you are sharing a valuable lead magnet anyways the post is going to get a lot of traction. So you are getting viral content for free from me. The second is whatever leads you get and they convert you make you know X percentage of profit. So you can always work with your friends on affiliate model if they feel they have real influence on the platform. The next hack is leverage psychology psychology hacks to supercharge your plugin sales. So before I move on to the second one I forgot to tell you why LinkedIn's algorithm favors organic reach. So in 2017 like I said my post for getting insanely high amount of views that was because the algorithm was based on the Matthew effect. The Matthew effect means the rich people keep becoming more richer and the poor people keep becoming more poorer. I don't know if that is the word. So what happens is the people who are getting more engagement on LinkedIn are shown on the top of the feed and the people who get less engagement are buried inside the fee. I mean lower in the field. So this created a disparity and top 1% of the platform I mean top 1% of LinkedIn users got all the engagement and views and the rest 99 were starving for engagement and views. So LinkedIn came up with another recent algorithm that I mean they also had an update in 2018 then they recently had an update in June 2019 and the latest algorithm says this. The posts are ranked based on two factors two variables. The first is people you know that means the people you're connected to and the second is things you care about. So let's say if I care about WordPress I would be I would I'm more likely to see WordPress related updates in my feed on the top. So let's say if you have my connection and you and you post something related to the WordPress and I'm following a hashtag WordPress or a group WordPress. So LinkedIn is more likely to show me an update from you because you're in my connection. So the two variables are the people you know and the things you care about and that's why LinkedIn suggests to only post update which are very specific. So let's say if you're a WordPress developer or you're providing services related to WordPress, you want to make sure that you keep talking about just WordPress to create the community around the same topic. The second what they suggest so this is coming from the engineers of LinkedIn. The next tip they suggest is mentioning five people in all your updates and asking them who are more likely to engage in the discussion. So if I'm posting a lead magnet or just a normal update how I created my plugin and how it can be useful for your business tag five people who are more likely to hop in the common section and tell something and start a conversation. And next tip they suggest is to use three hashtags not more than that. So I'm not sure what's the logic behind this but this is coming from LinkedIn engineers so I will follow blindly. And the last algorithm factor is they favor updates that encourage conversations. So if you have a regular to and fro going on in your common sections your updates are more likely to rank higher in the field. The next is psychology hacks to supercharge your plugin sales. So I just had only one hack but there's a mistake that I wrote hacks. So the one psychology hack that I always use with my services is or if you have plugins. So let's say let's understand with an example. So let's say if I want to sell my book I would charge it maybe you know 450 for the book. The next pricing option I would have with the book you can get be in my you know WhatsApp community where I share a growth hack every day a new growth hack every day. Plus you get access to a masterclass to get your first hundred customers organically even when nobody knows you. So these three you get for so let's say you get the book for $25 the option B is $35 where you get the book the access to the community and access to masterclass for 35. So there is a price difference of $10 and the third pricing option would be you get the book you get the community you get the masterclass plus one edition is you get a four page guide for growth hacking which is now $65. So you will so when you analyze the option B and option C there is only one difference in option B. I'm selling the book community and masterclass for $35 and in option C I'm selling book community plus masterclass plus four page guide for $65. So you're more likely to pick $35 option because it's cheaper than the third option and having more value. And you're going to drop option number one which was just booked for $25 because when you compare that with be it is ridiculous. I mean book for 25 and then option B was book community and masterclass for $35. So I know that you're more likely to pick the dollar 35 option so you can price your plugins like that. So you make customers pick the pricing options that you want them to pick. So this is called decoy effect. You can always Google search and find more about it or you can go to my core profile. I've shared more than I guess 100 psychology hacks that you can employ for your business. So this is just one of those hundred. The last is price your plugin like a SaaS company. So I've seen a lot of plugin sellers or service vendors if you're selling marketing services or WordPress related services. Or if you're selling themes. A lot of people have these one time charges and then they forget to remind their customers or they do not have something that customers would keep coming back. So I suggest even though you're a developer think like a marketer and price your plugin like a SaaS company. So what a SaaS company does is it keeps charging you on a monthly recurring model. And that is what I think all the plugins should be charged in a similar fashion. So maybe I was talking to some one of the sponsors outside and they said their plugin is about $149 per year. I think that's a very smart way of charging. I mean they are exactly following this principle of charging like a SaaS company. What I would improve in that is I make it monthly. Why I say that is because then you get to see your monthly recurring revenue. I mean not that you have to care about it. But what happens is let's say so there are two ways when you charge people on recurring model is if you do not charge people on recurring model. You kind of lose customers. So let's see if I forget to renew my subscription which has to be done manually. If I buy a plugin and I had to renew my subscription with you manually I may forget I may get busy and may not come back. However if you auto charge me it can happen that I did not wanted my card to be auto charged and I will make a refund request or I'll make a charge back if I was using my credit card. So to make sure that this doesn't happen you can remind your users beforehand before you charge them automatic that the charges are automatic. And in the next 30 days we are going to charge you again. So they have an option to continue. I mean keep it hazardous or cancel. So yeah so maybe some people may debate that plugins are not SaaS products and the pricing may not work. But I think there's a lot of plugins these days come with this monthly or yearly recurring charges. And also plug in plugins are nothing but a software product and you're also providing support so that becomes a service. So essentially I would say plugins are nothing. I mean it is safe to say plugins are also software has a service SaaS products. Okay so I think we ended the presentation. Lastly what I want to say you is follow me on Twitter that is Rohan Chabay for for more growth hacks and I have a gift for you. So today since it's my birthday I have like I was talking about creating your own community which is super dedicated towards you. So I have a very small community. I'm not famous enough to have thousands of people I mean tens and thousands. But I have about you know good 500,000 people who are dedicatedly following me everywhere and they will just buy anything if I'm selling. So from Goregaon to Mira Road there are about nine billboards with my birthday wishes. If at all someone says between Goregaon to Mira Road and they see my billboard it is only one kilometer from the station. Click a picture and send it to me on Twitter and in return I'll send you a gift to your postal address. Thank you so much.