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Sebastian Beja, a guacamole lover with an obsession on finding patterns.

He believes that the way to change the world is by Helping Parents Create Streams of Income To Be More Present With Their Kids.

Sebastian is a Serial Entrepreneur and currently Head of Growth Platforms at Mindvalley, where the team grew more than 1000% Mindvalley Organic Traffic in less than 11 months and added 250k subscribers & 15 Million Views in 6 months by treating YouTube like a Search Engine.

He spoke two years in a row in The Biggest Entrepreneurial Festival in LATAM, where he shared the stage with Richard Branson, Jeremy Gustache and Jack Andraka.

With over 8 years of experience in search engines - he sees life as a probability algorithm.

He thinks that if you want to succeed in Marketing today, you need to stop being boring 97% of the time and start being AMAZING 3% of the time.

You have to be a 24/7 roller coaster.

Loves to add value to people, therefore his offering a FREE 1-1 deep-dive Consulting Call  only for the GrowthHackers Community.

Connect with him on Linkedin & Insta.

  • DH

    Dani Hart

    11 months ago #

    Hi Sebastian,

    Awesome to have you on for an AMA. A few questions for you...

    1. What does your growth process look like?
    2. What roles makes up your growth team? How involved is the entire company in generating new ideas to test?
    3. What has been your biggest lever of growth?

    Looking forward to learning from you!

    Cheers,
    Dani

    • SB

      Sebastian Beja

      11 months ago #

      Hi Dani! Great questions.

      1. I prep mentally first. Every day I ask myself one question
      What is the one thing I can do today to double our reach (reach means users in our platforms, followers, subscribers, views, likes) in the next six months?

      Second, I strip each platform (YT, fb, insta, google) to the very fundamentals/principles, which are normally 3-4 things that you have to consistently optimize so you can WIN.

      If you think about it ALL of them are search engines consumption platforms.

      4 Share
      • VK

        vera kutsenko

        11 months ago #

        Hey Sebastian,

        Thanks for the response! A follow up to the first point --> what tools or question do you try to answer to help you decide on what thing will double your reach or growth?

        - Is it like what trends am i seeing now vs just ideation/brainstorm and then verifying market opp, etc?

        Vera

      • SB

        Sebastian Beja

        11 months ago #

        @Vera kutsenko

        Q: Do you try to answer to help you decide on what thing will double your reach or growth

        Asking that question is for me to be aware and constantly push myself and various team to see beyond the current day-to-day activities.

        So its more a mindset, that an activity. Its more of a BE than a DO - if that make sense.

      • SB

        Sebastian Beja

        11 months ago #

        @vera kutsenko

        Q: What tools?

        What really helps me decide is that I have a weekly growth benchmark % per platform that I aim for.

        So if the platform is above then we are on track.
        If the platform goes below then I focus my attention on it more than others one.

        The key here is weekly heart beat measurements.

      • SB

        Sebastian Beja

        11 months ago #

        @vera kutsenko

        Q: - Is it like what trends am i seeing now vs just ideation/brainstorm and then verifying market opp, etc?

        One "hack" is by talking to other people ahead of me I can get a better picture of the future.

        We do weekly Innovation Gstorms (genius storms)

        This is a brainstorm but the mindset/hat/thinking if you where the owner and if you where a marketing genius.

    • SB

      Sebastian Beja

      11 months ago #

      2. Set a innovation weekly meeting.

      Where the head of content creation, head of advertising, one copy writer, the platform channel owner and the product owner together bounce ideas, that become tests.

      This meeting is ran by the owner of the platform and we all do a Genius Storm (brain storm in our lingo) on things we want to test.

      Then we use two models to prioritise tests:

      1) The ICE model from growth hackers (impact, confidence and easiness) yet I feel this one is somewhat abstract.
      2) The LCRF model - is it Light, Clear, Repeatable and Free (or close to free) - this helps us be really resourceful.

    • SB

      Sebastian Beja

      11 months ago #

      3. Biggest Lever of Growth - is to connect with individuals that are just one step ahead of you.

      Sounds simple but few people do it.

      I know each business is different, but the point is reach out to them, either convince them or pay for their time and just ask them questions.

      Through their answers it will spark new ideas for you, new tests and hidden growth 80/20, small hinges that swing big doors which you missed.

      2 Share
    • SB

      Sebastian Beja

      11 months ago #

      Thanks again for the questions Dani. Great to connect with you.

  • WH

    William Harvey

    11 months ago #

    1. Paid advertising - at what point do you decide to move away from a test campaign and move the money elsewhere or scale down? And what do you do in-between to try and turn it around?

    2. Treating YouTube and optimising like it's a search engines - I'd be interested to know what worked and what didn't when optimising for YouTube.

    3. Being AMAZING 3% of the time - Can you provide some marketing/growth examples that fit into the 3%

    I'm looking forward to your replies.

    William

    • SB

      Sebastian Beja

      11 months ago #

      Hi William,

      2. Tag optimization is key.
      The goal is to be in the suggested videos, that's like the page one of google.
      You need to aim to be in at least 4-5 suggested videos.

      You achieve this by doing 3 things:

      1) What people search for with keyword tool
      2) Correlate that word in google trends, (now there is a youtube search)
      3) Leverage trends and competitors tags - this means see who has your audience already and use their tags.

      For more - Check my youtube article

      I can literally go for hours in youtube. Let me know if you have more questions.

      1 Share
    • SB

      Sebastian Beja

      11 months ago #

      3. The rule of thumb is for every ONE educational content video that you make - focus on doing 2 videos that are engaging/entertaining.

      2:1 Ratio

      1 Share
    • SB

      Sebastian Beja

      11 months ago #

      Being AMAZING 3% of the time Growth examples.

      This one is big - leverage trending topics, memes, viral User Generated content that relates to your message and leverage it to grow your reach.

      This not only engages the user but it's already viral.

    • SB

      Sebastian Beja

      11 months ago #

      1. To be honest, I don’t have a perfect answer as I focus more on organic traffic growth strategies.

      Nevertheless, I can connect you with the Head of advertising, she is a really good friend.

      Just send me a DM on Linked-on or Instagram.

      https://www.linkedin.com/in/sebastianbeja/

  • KD

    Kristen DeCosta

    11 months ago #

    Hey Sebastian,

    Awesome to have you here!

    How much emphasis is put on customer retention in regards to your growth strategy? Is acquisition more important, or does retention take the front seat?

    Excited to hear from you!

    • SB

      Sebastian Beja

      11 months ago #

      Hi Kristen. I love this question.

      I personally focus on acquisition - every day I live, eat and breath acquisition ideas that I can test fast to expand faster. I monitor daily growth metrics.

      With that said, I do have what I call my nemesis which is my engagement expert who thinks of the "other" side of the coin - so we always have that healthy tension.

      He monitors daily engagement which is our health metric.

      Thanks again for the questions Kristen. Great to connect with you.

      2 Share
  • AA

    Anuj Adhiya

    11 months ago #

    Hey Seb - great to finally have you on!

    A few questions for you.

    1. What does "Growth Platforms" mean in the context of Mindvalley? Why is growth (however it is defined internally) structured this way?

    2. What in your view is the easiest kind of analysis (or analytical technique) that can yield big insights? Can you provide an example from your own experience as well to illustrate this?

    3. What's your biggest pet peeve when it comes to growth?

    • SB

      Sebastian Beja

      11 months ago #

      1. Growth Platforms mean how can we grow organically our social platforms which are youtube, linked-in, facebook, instagram, twitter, podcast, SEO traffic and Alexa Skill.

      How do we get users into the system from what we call the awareness stage to the reach stage. We never really had a organic growth strategy to adquire more users - it was only paid advertising.

    • SB

      Sebastian Beja

      11 months ago #

      2. I use super metrics to link to all my platforms and export the data directly on Data Studio Dashboards.

      I first put every metric possible that I think affects growth - I monitor them closely and start to see patterns of which ones are the 2-3 that actually affect it mostly.

      After this I focus on optimizing and testing in those.

      I use a combination of GA, G Sheets, Data Studio Dashboards and Big Query.

      We can go more deep into this topic if you want.
      I am available here for a short free 1-on-1 call.

      2 Share
      • SE

        Sean Ellis

        11 months ago #

        Do you have an overall success metric also (AKA North Star Metric), or do these 2-3 metrics negate the need for an overall success metric?

    • SB

      Sebastian Beja

      11 months ago #

      3. What an interesting question.

      Growth is a habit - not a hack.

      If you are a REAL “growth hacker” - you don’t call yourself one.

      It’s something you earn.

      You just don’t get to name yourself that.

      You earn it. It’s painful.

      It’s hard.

      Growth is not nice.

      That’s why many quit.

      It’s only beautiful at the end.

      2 Share
      • SB

        Sebastian Beja

        11 months ago #

        @sean

        Do you have an overall success metric also (AKA North Star Metric), or do these 2-3 metrics negate the need for an overall success metric?

        Yes, we have a North Start Metric - its what I call a Reach Smart Number which adds all our platforms fans, followers, likes, views and proportionally weights each platform according to their sign-up rate and cold/warm ratio.

        This also works as a good indicator to what platform I should focus on as well and be having more tests.

        Since not all platforms are created equal or impact our business the same way.

  • GH

    Glen Harper

    11 months ago #

    Great to have you on for an AMA Seb. I see your background before becoming head of growth platforms was SEO. In your opinion do you believe that SEO can be run successfully for a site using purely only a growth hacking process? If not, how should SEO practices be run in parallel outside of the growth hacking process?

    • SB

      Sebastian Beja

      11 months ago #

      Hi Glen - to answer your question - I can get too detailed and give away trade secrets.

      Short answer is YES

      You should do it - so you stay in the bleeding edge of Google Algo.

      But first you need to do some foundational work.

      This means...

      1) I focus on creating a good varied link and anchor portfolio

      This means - I establish a foundation of what I called a link campaign calendar month-by-month - taking in consideration link velocity, link relevancy, social links no follows, do follow, outreach and edu links.

      2) Have also monthly keyword targeted content so that it starts ranking also.

      THEN -

      You start to test when you are getting closer to page 1-2 on how to improve CTR by testing variations of headlines in FB ads and/or variations of meta descriptions as well.

      I can go real deep on this. Really passionate about it.

      Let's dive deeper if you want, I am available here for a short free 1-on-1 call.

    • SB

      Sebastian Beja

      11 months ago #

      Thanks again for this question Glen - want to acknowledge that it was the only SEO one which I loved.

      Great to connect with you.

  • SB

    Sebastian Beja

    11 months ago #

    I am blown away by all the interesting questions that came in.

    I’ve had so much fun doing this that I promise to hop back in here later to answer/follow-up with as many as I super-humanly can.

    If anyone of you want to know more growth secrets or you want to go deeper into the topic I am available here for a short free 1-on-1 call.

    Thanks everyone!

  • PH

    Pradyut Hande

    11 months ago #

    Hey Sebastian,

    Glad to have you here!

    Experimentation and iteration constitute the foundation of growth marketing. What are some of the services/platforms/companies that you have learnt from in your ongoing journey and what are some of the key lessons that you've learnt from them?

    Look forward to hearing your thoughts on the same!

    • SB

      Sebastian Beja

      11 months ago #

      Will go a bit philosophical here...

      Q: What are some of the key lessons that you've learnt from them.

      This is counter intuitive to what we constantly experience on our external reality.

      But that's why if you do this, you will win :)

      1) Learn to love SLOW.

      What this means is...

      We live in the world of how fast can you get it.
      How fast is the Uber coming?
      How fast is that stuff I order from Amazon coming to me?

      Even our love life on apps like Tinder - your "love" is one swipe away.

      We are programmed unconsciously by all of this - so we freak out when things are slow and growth is slow.

      2) Learn to love "non-novelty"

      This means... stay away from the hype and shinning objets - develop a clear understanding of you, your company, your product and where the attention is in this moment.

      Finally remember - If it feels like its hard, its good. If it feels that sh*t is breaking continue forward.

      If it feels all in order - step back to see what's WRONG.

      • SB

        Sebastian Beja

        11 months ago #

        Q: What are some of the services/platforms/companies that you have learnt from in your ongoing journey.

        Mastermind are key - more than any other service or platform. I've learned 90% of that comes from them tbh.

        What I do is - I seek out people that are one or two step ahead of me and pay them for their time so they can answer questions I have.

        I've noticed that sometimes the answer is right in front of me and via my questions to them - I've automatically noticed the hidden gems.

        If it's like going to the psychologist ha ha ha.

        Growth is slow, it's requires lot of consistency.

        So you need novelty in ideation and the best people to give you this are people "ahead" of you.

    • SB

      Sebastian Beja

      11 months ago #

      Pradyut -

      We can go deeper into this - I am offering a free 1-on-1 call so that you level up where you need.

      https://www.sebastianbeja.com/coaching

  • SE

    Sean Ellis

    11 months ago #

    Hi Sebastian, thanks for doing this AMA with us! Can you please give some more context to what it means to "see life as a probability algorithm."

    • SB

      Sebastian Beja

      11 months ago #

      Hi Sean - honored to be here. Thanks for your amazing book Hacking Growth.

      What it means is that when you want something you need to put yourself in situations and environments where you can increase your probability of succeeding at that thing.

      Its a numbers game at the end of the day. So you have to be in scenarios constantly to stack those odds in your favor.

      It can be as simple as, if you want to get ripped, and you need to learn about it, you go in places where people with the same interests as you go..you eat in the same way as they do.

      You can check out a short video where I explain this on instagram

      https://instagram.com/p/BfVqE3LHkwK/

  • KR

    Kyle Rea

    11 months ago #

    Hey Sebastien!

    Question for ya...

    Starting a youtube channel with TONS of knowledge bombs. I tend to skip past the "lamborghini mentality" and just want to educate people. What do you suggest for me to be "interesting" in the videos? Or should I just get straight to the point every time? (I film them in my studio which isn't super commercial like a lot of these youtube marketers in their city lofts).

    Any suggestions?

    Thank you a ton!

    -Kyle

    • SB

      Sebastian Beja

      11 months ago #

      Thanks again for the questions Kyle. Great to connect with you.

    • SB

      Sebastian Beja

      11 months ago #

      For exactly your question check out my earlier answers to @William Harvey above.

      Just keep the 2:1 Video Ratio in mind (for every 1 knowledge bomb you make - focus on doing 2 videos that are engaging/entertaining)

      And literally stop being boring 97% of the time and start being AMAZING 3% of the time.

      Be a 24/7 roller coaster.

  • TP

    Travis Parker

    11 months ago #

    Hey Sebastien!

    You mentioned using YouTube as a search engine - what does this process look like? We've reverse engineered what people are searching for based on YouTube's auto-fill but the results have not been great. I'm assuming on some of our videos we need a boost of traffic at the start to trip YouTube's algorithm?

    I would love to know a little bit more about the process, thanks!

    • SB

      Sebastian Beja

      11 months ago #

      Great Question Travis!

      Creating tags for people searching based on Youtube's auto-fill is only part of the equation.

      I can share this only - Tags are created not for someone Searches.

      We are not in 2014 when it was like that. Search results depend on location, browser history and settings and even day/night time

      SEO in YouTube is NOT about search results, but more about suggested videos, that's the holy grail.

      If you do SEO only for searches.. well, I can reassure, that tags help only 1% to your video optimisation. Not so much.

      That's about suggested. The algorithms work on another way that everybody talks.

      Let’s go more deep into this topic if you want.
      I am available here for a short free 1-on-1 call.

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