Dropmark is a powerful tool that allows teams and individuals to collect, organize, and discuss various types of content found on the web. It offers a seamless and efficient way to curate and share information, making it an essential tool for collaboration and productivity.


Hatched by Glasp

Sep 03, 2023

4 min read


Dropmark is a powerful tool that allows teams and individuals to collect, organize, and discuss various types of content found on the web. It offers a seamless and efficient way to curate and share information, making it an essential tool for collaboration and productivity.

When it comes to growth hacking, the traditional approach has always been centered around AARRR funnels. These funnels focus on acquiring new customers and driving growth through various stages, such as awareness, acquisition, activation, retention, and revenue. However, as technology evolves and competition rises, funnels alone are no longer sufficient to drive sustainable growth.

Enter loops. Loops have emerged as a significant growth driver, offering a self-reinforcing mechanism that fosters continuous growth. While funnels are still necessary, loops provide a holistic approach that spans across the entire customer journey, identifying and validating growth opportunities at each stage.

One of the main reasons why loops have gained traction is because they go beyond acquisition and optimize the key moments that lead to a purchase. By focusing on these critical touchpoints, growth hackers can increase conversion rates and overall effectiveness.

However, there are some limitations to relying solely on funnels. One of the common pitfalls is an overemphasis on lead generation. While generating leads is important, it's equally important to focus on converting those leads into paying customers. Additionally, paid acquisition costs have significantly increased over time, making it more challenging to achieve sustainable growth through traditional marketing methods alone. Lastly, funnels have a linear nature, which limits scalability in the long run.

This is where loops come into play. There are two types of loops: product-based and non-product based loops. Non-product based loops include viral loops, content loops, and paid/sales loops. These loops leverage different strategies to drive growth, such as word of mouth, content creation, and paid advertising. Take Quora as an example; they have a content loop where questions asked by users get indexed, driving more traffic and leading to more questions.

Product-based loops, on the other hand, are built around the product experience itself. They trigger users to share and engage with the product, creating a self-reinforcing loop. Pinterest is a great example of a company that has successfully implemented both non-product and product-based loops to increase their growth rate.

Successful businesses often stack multiple loops to increase their growth rate. For example, Amazon started by offering lower prices to attract customers, which resulted in more traffic to their website. As their customer base grew, more sellers joined the platform, offering a wider selection of products. This, in turn, increased the appeal to customers, creating a self-perpetuating loop.

Interestingly, the preference for funnels or loops often depends on one's background. Ex-marketers tend to favor funnels, focusing on efficient ways to attract customers, while ex-product managers are more inclined towards loops, emphasizing long-term scalability and costs. However, it's the combination of both funnels and loops that drives exceptional growth.

In fact, the fusion of funnels and loops has been coined as "Growth Foop" by growth hackers. This integration recognizes the importance of both approaches and seeks to leverage the strengths of each to drive sustainable growth. The funnel fuels the acquisition loop until it reaches a threshold of self-perpetuation, at which point the acquisition loop becomes the main driving factor of growth. A secondary retention loop prevents churn and further adds to the momentum of the acquisition loop.

To harness the power of funnels and loops for growth hacking, here are three actionable pieces of advice:

  • 1. Focus on optimizing key touchpoints: Instead of solely focusing on lead generation, invest time and resources into optimizing the critical moments that lead to a purchase. Identify the key touchpoints in your customer journey and find ways to enhance the user experience at each stage.
  • 2. Implement multiple loops: Don't rely on a single growth loop. Explore different types of loops, both product-based and non-product based, to increase your growth rate. Experiment with viral loops, content loops, and paid/sales loops to find the most effective combination for your business.
  • 3. Embrace the "Growth Foop" mindset: Rather than viewing funnels and loops as separate entities, embrace the integration of both approaches. Recognize that funnels and loops complement each other and work together to drive exceptional growth. Strive to find the right balance between efficient customer acquisition and long-term scalability.

In conclusion, while funnels remain a necessary component of growth hacking, loops have emerged as a significant driver of sustainable growth. By incorporating both approaches and leveraging the strengths of each, growth hackers can unlock exceptional growth potential. The combination of funnels and loops, or "Growth Foop," is the key to driving continuous and self-reinforcing growth in today's competitive landscape.

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