{"id":4706,"date":"2019-11-17T18:31:32","date_gmt":"2019-11-17T18:31:32","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=4706"},"modified":"2025-05-06T13:23:33","modified_gmt":"2025-05-06T13:23:33","slug":"ama-with-growthhackers-30-questions-and-answers","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/ama-with-growthhackers-30-questions-and-answers\/","title":{"rendered":"AMA with GrowthHackers &#8211; 30 Questions and Answers"},"content":{"rendered":"<p>We recently hosted an Ask Me Anything session with the digital marketing community <a href=\"https:\/\/growthhackers.com\/amas\/6285e41a-053d-42a2-a2c5-0d5a0b4f49a6\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">GrowthHackers<\/a>.<\/p>\n\n\n\n<p>As there were so many great questions and a surprising variety of topics, it felt like a good idea to also document \u2018em in this blog. I also reviewed the answers and added bits and pieces to give more context + suggest further reading.<\/p>\n\n\n\n<p>Up next, you\u2019ll find a mix of marketing advice, career confessions, and opinions on a range of marketing-related subjects, from how to get published in TOP marketing blogs to the \u201cagencies vs in-house team\u201d debate.<\/p>\n\n\n\n<p>The Q&amp;A is categorized under a few headlines, so feel free to navigate to the sections that interest you the most.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Growth hacking<\/li>\n\n\n\n<li>Learning as a marketer<\/li>\n\n\n\n<li>Online advertising<\/li>\n\n\n\n<li>Reporting and measurement<\/li>\n\n\n\n<li>Rebranding (from Taxify) to Bolt<\/li>\n\n\n\n<li>Content marketing<\/li>\n\n\n\n<li>Career and work-life<\/li>\n<\/ul>\n\n\n\n<p>P.S. if you have any additional questions, you can still submit these on the GrowthHackers AMA <a href=\"https:\/\/growthhackers.com\/amas\/6285e41a-053d-42a2-a2c5-0d5a0b4f49a6\">page<\/a>.<\/p>\n\n\n\n<p>One last thing\u2026 I\u2019ve had a few people reach out to me and ask how did I get picked out by GrowthHackers for the AMA. I just wrote to them saying I\u2019d like to do one. They said yes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-growth-hacking\">\ud83d\ude80 On growth hacking<\/h2>\n\n\n\n<p><strong>Q1: Can you talk about an experiment that was a really big win or led to some breakthrough insights at Bolt? \u2013 Taavi Kalvi<\/strong><\/p>\n\n\n\n<p>When I joined Bolt in 2017, one of my first tasks was to come up with better creatives for our Facebook ad campaigns. So I figured what people care about most when ordering a ride\u2026 Duh, the cost of the ride, of course!<\/p>\n\n\n\n<p>I created a new type of Facebook carousel ad that no other app in the industry was using yet. The carousel ad included 5 cards with popular routes in a city and showed the average cost of the specific ride (which was much lower than with regular taxis).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null.png\" alt=\"Bolt Facebook ad example\" style=\"width:409px;height:697px\"\/><\/figure>\n\n\n\n<p>These ads picked up super well and are still one of our top performers. We even see some competitors using the same ad format now. \ud83d\ude04<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-1.png\" alt=\"Kapten Facebook ad\" style=\"width:389px;height:540px\"\/><\/figure>\n\n\n\n<p><strong>Q2: What has been your number one learning\/lesson from your entire marketing career? \u2013 Liis Laisaar<\/strong><\/p>\n\n\n\n<p>One of the things I learned early on is that you should always try to go a bit wild and test things that others haven\u2019t tried yet. A lot of the best-performing marketing hacks\/projects are not shared in marketing blogs.<\/p>\n\n\n\n<p>So, you should make up your own.<\/p>\n\n\n\n<p>For example, when working on content marketing and SEO in the project management software startup Scoro, I had an idea to compile a list of 50+ project management tools, include Scoro as #3, and thereby be listed as the first Google search result for the \u201cbest project management tools\u201d keyword.<\/p>\n\n\n\n<p>First, my manager was strongly against the idea: why would we promote our competitors?<\/p>\n\n\n\n<p>However, I kept pushing to test out the idea and it worked: our listicle soon ranked as #1 result on Google and we got thousands of website visits and tens of new leads from there every month.<\/p>\n\n\n\n<p>Today, Scoro has published more than ten similar list articles and these make up a huge part of their website\u2019s organic traffic.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-2.png\" alt=\"Google search results\" style=\"width:406px;height:322px\"\/><\/figure>\n\n\n\n<p>A good starting point for coming up with original ideas is to first define the goal you want to achieve. As you know the outcome, it\u2019s much easier to figure out how to get there.<\/p>\n\n\n\n<p>I also like browsing <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/karolakarlson.com\/ro\/best-facebook-ad-examples\/\" target=\"_blank\">Facebook ad examples<\/a> or graphic design galleries such as <a href=\"https:\/\/www.behance.net\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Behance<\/a>, thinking how I would use some ideas I see on the brand I\u2019m working for.<\/p>\n\n\n\n<p><strong>Q3: If you were giving a lecture at university to a group of MSc. students in a marketing\/entrepreneurial class, what philosophies, tools or books would you share with them? \u2013 Taavi Kalvi<\/strong><\/p>\n\n\n\n<p>I recently wrote a blog article on <a href=\"https:\/\/karolakarlson.com\/ro\/how-to-learn-marketing\/\">how to learn marketing<\/a> where I shared all the advice I wish someone had given me when finishing high school.<\/p>\n\n\n\n<p>I\u2019d say that the most crucial skills for every marketer are creative problem-solving and critical thinking, as well as writing skills and understanding the basic foundation on how human psychology works.<\/p>\n\n\n\n<p>You can find the list of my all-time favorite marketing and branding books here: <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/karolakarlson.com\/ro\/marketing-books\/\" target=\"_blank\">49 Best Marketing Books \u2013 New and Classics<\/a><\/p>\n\n\n\n<p><strong>Q4: Have you ever a situation where you had been skeptical about some idea, but as a result, it proved a great move? What was that? \u2013 Maksymilian Plociennik<\/strong><\/p>\n\n\n\n<p>My manager at Bolt who taught me to be a lot more critical and always question the ROI of different projects. Whenever my team proposes something that I don&#8217;t think is a good idea, we talk it through and see if we can run a small-scale test to check the ROI.<\/p>\n\n\n\n<p>For example, we tested animated Facebook ads some time ago and they performed worse than static ads. So we paused the ads and didn\u2019t waste any more time scaling the video ads to additional Facebook campaigns.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"192\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/giphy.gif\" alt=\"GIF\" class=\"wp-image-4709\" style=\"width:214px;height:160px\"\/><\/figure>\n\n\n\n<p>Fast forward 6 months, we tried different a type of video ads (longer ones, another design) and they performed much better. So it&#8217;s always worth to test all ideas you think may bring results and even revisit some tests multiple times.<\/p>\n\n\n\n<p>On the other hand, there have also been many cases where I\u2019m skeptical about an idea but still agree with the team to run a test. Even if the test fails, it\u2019s still a success in the sense that we\u2019ll know it in the future and won\u2019t do the same mistake twice.<\/p>\n\n\n\n<p>NB, make sure to document your tests!<\/p>\n\n\n\n<p>Read more: <a href=\"https:\/\/www.google.com\/search?q=ab+testing+karola&amp;rlz=1C5CHFA_enEE862EE862&amp;oq=ab+testing+karola&amp;aqs=chrome..69i57.3945j0j4&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Facebook Ads A\/B Testing \u2013 Why, What and How to Split Test<\/a><\/p>\n\n\n\n<p><strong>Q5: What do you recommend for someone getting started from scratch on building their personal brand? \u2013 Saura Johnston<\/strong><\/p>\n\n\n\n<p>Based on my experience, a good way to get started is by creating a blog and writing about the topic you want to be known for. This can also be some other channel, e.g. Instagram. Also, <a href=\"https:\/\/karolakarlson.com\/ro\/guest-blogging\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">guest blogging<\/a> and interacting with people on LinkedIn or closed Facebook groups doesn\u2019t hurt.<\/p>\n\n\n\n<p>For the past few years, I\u2019ve received all my job offers via this blog or LinkedIn as people have read my blog or know me via a network of mutual marketer friends.<\/p>\n\n\n\n<p>I recently started an <a href=\"https:\/\/www.instagram.com\/wtfoliage\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Instagram account<\/a> project about our houseplant hobby with a friend.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-3.png\" alt=\"Instagram account @WTFoliage\"\/><figcaption class=\"wp-element-caption\">Our Instagram account @WTFoliage<\/figcaption><\/figure>\n\n\n\n<p>The key takeaway from this Instagram project is that it\u2019s HARD to grow followership.<\/p>\n\n\n\n<p>It takes a lot of persistence and continuity to build up an extensive following on the platform. To push through, you must be truly passionate about the topic you\u2019re building your personal brand around.<\/p>\n\n\n\n<p>Another good starting point is to look at the websites or social media profiles of people who have already made it. Scroll down to their very first posts and see how they got started and which parts of their content gained traction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-building-a-marketing-team\">&nbsp;\u2b50 On building a marketing team<\/h2>\n\n\n\n<p><strong>Q6: What has proven to be the key deciding factor when recruiting new people to your team? (Which qualities make the best team members and employees in marketing (e.g. experience, willingness to learn &lt;&#8211; how to validate this, etc.?) \u2013 Liis Laisaar<\/strong><\/p>\n\n\n\n<p>Having interviewed tens and tens of people while growing the team in Bolt, I realized at some point that you will get the right feeling during the interview if a person is a good match to the team. There\u2019s a kind of special connection and understanding that you get when meeting the right candidate to a position. Things like speaking at the same terms, understanding each others\u2019 questions, having similar opinions on specific topics&#8230;<\/p>\n\n\n\n<p>I always look for the proactive \u201clet\u2019s get things done\u201d attitude and evaluate the candidate\u2019s home task and previous work experience. I never look at a marketing candidate&#8217;s educational profile as this is not what matters (at least not in Bolt and most other successful tech companies).<\/p>\n\n\n\n<p>I also like to hire people with good copywriting skills and a creative problem-solving-oriented mindset.<\/p>\n\n\n\n<p>Additionally, I follow the rule of \u201cIf it\u2019s not a YES!! it\u2019s a no\u201d when hiring. If a candidate doesn\u2019t seem to be the perfect fit for the role, we\u2019ll just keep looking rather than making the wrong hire.<\/p>\n\n\n\n<p>Once you\u2019ve hired someone, you\u2019ll spend tens of hours onboarding and training that person. So you should only hire people if you think they are the very best person to fill the role.<\/p>\n\n\n\n<p><strong>Q7: How do you set up your team KPIs? Do you work with some framework, e.g. OKR? \u2013 Karolina Krolicka<\/strong><\/p>\n\n\n\n<p>The global marketing team at Bolt is currently using a quarterly OKRs approach. We make sure that all OKRs are measurable and directly linked to the projects that a particular team member is working on.<\/p>\n\n\n\n<p>Which leads me to a book that everyone in a high-level management position I know recommends (so do I): <a href=\"https:\/\/www.amazon.com\/High-Output-Management-Andrew-Grove\/dp\/0679762884\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">High Output Management<\/a> by A. Grove.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-4.png\" alt=\"High Output Management book\" style=\"width:339px;height:338px\"\/><\/figure>\n\n\n\n<p><strong>Q8: What is the ideal marketing team structure? \u2013 Vasyl Sergienko<\/strong><\/p>\n\n\n\n<p>There isn\u2019t one single ideal marketing team structure that would fit all companies. But all marketing teams benefit from having clear ownership of projects, clear reporting structure, and team leads not having more than 8 direct reports.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-5.png\" alt=\"Marketing team structure\" style=\"width:444px;height:238px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Example team structure by CoSchedule\u2013 <a href=\"https:\/\/coschedule.com\/blog\/marketing-team\/\">Image source<\/a><\/p>\n\n\n\n<p>I personally like to keep the global marketing team functions centralized in the HQ rather than, for example, having a separate Facebook marketing function in every market.<\/p>\n\n\n\n<p>Also, I would rather build a central marketing team with clear ownership for every function. And only then start to split their resources per region as the company expands to more markets. Instead of building a fully functional marketing team for every different region.<\/p>\n\n\n\n<p><strong>Q9: I saw on Bolt&#8217;s website that you are currently hiring for marketing roles in 4 different countries. I&#8217;d love to hear more about your experience leading an internationally distributed team. What are some challenges you have faced?<\/strong> <strong>How do you handle communication and deliverables among many locations? \u2013 Hale Schneider<\/strong><\/p>\n\n\n\n<p>I&#8217;d say that the main challenge is always finding the best people, no matter where they&#8217;re located. Also, as our HQ marketing team is based in Tallinn, Estonia, it&#8217;s a bit harder to find people with international experience than, say, in London.<\/p>\n\n\n\n<p>However, note my answer to the previous question: We still prefer to hire to the centralized team over building out regional marketing teams with all functions.<\/p>\n\n\n\n<p>The good thing is that Bolt is a very international company and we have teams in 30+ countries around the world. So we have built up a strong information-sharing system that involves internal wikis, Slack channels, and regular all-hands meetings where the information is shared between everyone globally.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-6.png\" alt=\"Bolt map\" style=\"width:519px;height:279px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Markets where Bolt operates<\/p>\n\n\n\n<p>I&#8217;ve gotten used to discussing things with people on Slack or via a call that having a team that\u2019s based across multiple locations is a natural way of working.<\/p>\n\n\n\n<p>We always set quarterly OKRs and focus for each team and give them relatively much freedom on achieving those results.<\/p>\n\n\n\n<p><strong>Q10: How to balance between creativity and data-driven culture? \u2013 Vasyl Sergienko<\/strong><\/p>\n\n\n\n<p>First of all, you can also be creative around the ways of interpreting the data.<\/p>\n\n\n\n<p>Different people can look at the same data and come up with different takeaways. Also, you need to be creative to come up with new ideas to improve the results reflected through data. So I\u2019d say that the data-driven and creative approaches go very much hand in hand in today\u2019s marketing.<\/p>\n\n\n\n<p><strong>Q11: Agency or in-house? Why? \u2013 Liis Laisaar<\/strong><\/p>\n\n\n\n<p>I always prefer in-house marketing teams to agencies as the people\u2019s motivation to grow the business, test new things and get results is times higher.<\/p>\n\n\n\n<p>In-house people genuinely care about the company and go the extra mile to make things work. Having worked in and with agencies, I have seen projects often handed over to interns which can lead to low-quality work and poor results. It also takes a ton of time to onboard agency people and to keep communicating with them on a daily basis to approve ideas and changes.<\/p>\n\n\n\n<p>In Bolt, we\u2019re growing so fast and changing things up all the time, so we need to be able to get new campaigns live in less than 1-2h sometimes. This would never be possible when working with an advertising agency.<\/p>\n\n\n\n<p>I do see a benefit to using local agencies if there\u2019s a need for local contacts to execute a one-time marketing\/PR campaign.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null.jpeg\" alt=\"Agency vs inhouse marketing team\" style=\"width:418px;height:322px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Agree with the PROs in this chart \u2013 <a href=\"https:\/\/www.slideshare.net\/Atombender\/inhouse-vs-outsourcing-pro-cons\">Image source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-online-advertising\">\ud83d\udcb8 On online advertising<\/h2>\n\n\n\n<p><strong>Q12: What&#8217;s the number one mistake people make when trying to improve the performance of their PPC campaigns? \u2013 Taavi Kalvi<\/strong><\/p>\n\n\n\n<p>This really depends on the campaign\u2026 But that\u2019s not the answer you were hoping for. \ud83d\ude00<\/p>\n\n\n\n<p>Usually, the biggest PPC mistake is looking at the wrong metrics and KPIs in the first place.<\/p>\n\n\n\n<p>Let\u2019s say your goal is to get new B2B clients for a SaaS tool. So you optimize your campaign on getting new leads. When trying to improve your campaign results, you want to increase the number of leads or lower the CPA (cost per acquisition) of leads. While optimizing on this, you may forget to look at the quality of the leads, so you may end up with more leads with lower quality. So always try to optimize your PPC campaign performance towards more revenue, not mid-funnel or vanity metrics.<\/p>\n\n\n\n<p>Another mistake is always optimizing your PPC campaigns around the same thing.<\/p>\n\n\n\n<p>For example, you want to optimize your Google Search PPC campaigns, so you add new keywords + negative keywords. Maybe, instead of working on this, you should test another channel (like Facebook\/Instagram) or another campaign type instead. Or another target audience.<\/p>\n\n\n\n<p>As I\u2019m already ranting on the topic, I also often see Facebook marketers A\/B testing small changes. It\u2019s generally more efficient to run tests with variations that are clearly different (e.g. not the color of a CTA button but an entirely different creative vs the current one).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-7.png\" alt=\"Facebook ads A\/B testing\" style=\"width:401px;height:363px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">A\/B test with visible changes in variations<\/p>\n\n\n\n<p><strong>Q13: Which do you prefer when entering a new market: a) start wide and get maximum exposure OR b) start with as specific targeting as possible and expand later based on already collected data? Why? \u2013 Liis Laisaar<\/strong><\/p>\n\n\n\n<p>It depends on the product and your marketing budget.<\/p>\n\n\n\n<p>In Bolt, we\u2019re marketing a consumer product relevant to most people, so we can use wide targeting in our online ads and let Facebook and Google algorithms to optimize our campaigns based on results.<\/p>\n\n\n\n<p>If you\u2019re marketing a niche product, I\u2019d recommend starting narrower. If you already have a user base, I recommend using Facebook Lookalike audiences.<\/p>\n\n\n\n<p><strong>Q14: What is your approach to influencer marketing? How do you measure its success? \u2013 Ane Voje<\/strong><\/p>\n\n\n\n<p>We have a very data-driven approach to all marketing activities and influencer marketing is no different. We measure the CPA of new users acquired through our influencer marketing activities by counting the referrals made with each influencer&#8217;s unique referral code. We also check the reach and CPM of the influencers&#8217; posts and compare it to our other online channels&#8217; metrics.<\/p>\n\n\n\n<p><strong>Q15: What needs to be done to perfectly grow your business throughout the social channels? \u2013 Soner Alemdar<\/strong><\/p>\n\n\n\n<p>A: I&#8217;d say that the key thing to succeed in social channels is to constantly create value to your audience. This can mean sharing useful advice, giving away free stuff, informing people about special offers \u2013 whatever people can benefit from.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-8.png\" alt=\"Bolt Facebook ad example 2\" style=\"width:394px;height:423px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">For example, Bolt shares relevant blog articles for drivers<\/p>\n\n\n\n<p>Also, as the organic reach on Facebook is very low (as low as 2% of your page likes), you should always put some boosting budget behind each post.<\/p>\n\n\n\n<p>You can find more social media marketing best practices here: <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-advertising-hacks\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">28 Facebook Ad Hacks for Social Media Growth<\/a><\/p>\n\n\n\n<p><strong>Q16: What would you do, if you have to lead a business in the grey market? You know, in a situation, where you can&#8217;t promote your brand on Facebook, Reddit, etc. \u2013 Maksymilian Plociennik<\/strong><\/p>\n\n\n\n<p>Tricky&#8230; And truth be told, I haven&#8217;t marketed such a product before. My first approach would be to find industry influencers and try working with them. Also, building virality to the product so it will pass from person to person. And testing out affiliate marketing.<\/p>\n\n\n\n<p><strong>Q17: Should a new company first focus on client acquisition only or should branding also start from the get-go? \u2013 Andreas Velling<\/strong><\/p>\n\n\n\n<p>You need to understand your brand&#8217;s mission and key value proposition from the get-go. But especially with new brands, earning some revenue and getting to the first 1000 paying users should be the priority, so I&#8217;d focus on acquisition campaigns first.<\/p>\n\n\n\n<p>You don\u2019t necessarily need to run brand-only marketing campaigns, but can integrate the branded message in acquisition ads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-reporting-and-measurement\">\ud83e\udd13 On reporting and measurement<\/h2>\n\n\n\n<p><strong>Q18: What do you think about marketing automation and who is responsible for that in the team? \u2013 Vasyl Sergienko<\/strong><\/p>\n\n\n\n<p>Marketing automation is a highly relevant project when working with a large scale of users. In Bolt, we have multiple teams working on automation, for example, our Lifecycle marketing team.<\/p>\n\n\n\n<p><strong>Q19: This is a very open-ended and more of a process question and how you go about things but with Bolt being in different markets, how are you able to work and adjust as best you can in creating and executing marketing plans for the different product offerings in each market? I can imagine what &#8220;success&#8221; or &#8220;failure&#8221; in one market can be totally different for another. You may have already covered a little bit of this with Mr. Hale Schneider&#8217;s question. \u2013 Kian Paras<\/strong><\/p>\n\n\n\n<p>We&#8217;re able to use quite a global approach when it comes to marketing in specific countries. Our product offering is not that different from market to market and we focus on promoting our main service above others.<\/p>\n\n\n\n<p>However, we work with local teams to understand each market\u2019s specifics. If you compare Bolt\u2019s social media or blog to some of our competitors, we\u2019re still much more local in our approach.<\/p>\n\n\n\n<p><strong>Q20: How do you approach branding\/awareness? Is this just a &#8220;side-product&#8221; of having the right messages or do you have separate branding campaigns? \u2013 Andreas Velling<\/strong><\/p>\n\n\n\n<p>We do not run a lot of branding-only marketing campaigns as we&#8217;re a highly performance-driven company and like to work on things that we can measure.<\/p>\n\n\n\n<p>However, we&#8217;ve set the key brand messages and all our performance marketing campaigns and most social media posts also revolve around those messages.<\/p>\n\n\n\n<p>Recently, we launched a green initiative to make all Bolt rides in Europe carbon neutral. It\u2019s a good combination of branding mixed with digital communication channels.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-9.png\" alt=\"Bolt Green Plan\" style=\"width:357px;height:476px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Social media post on the Green Plan<\/p>\n\n\n\n<p>There\u2019s another reason we don\u2019t focus on branding campaigns: as our main brand asset is our product. As long as we\u2019re providing the best ride-hailing experience in a city, we\u2019ll get new users through word-of-mouth and keep the existing ones happy as well.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-rebranding-from-taxify-to-bolt\">\u26a1 On rebranding (from Taxify) to Bolt<\/h2>\n\n\n\n<p><strong>Q21: What was your approach for the launch campaign \u2013 which channels and assets did you find most valuable and why? \u2013 Kati Kuustik<\/strong><\/p>\n\n\n\n<p>As I set out to work on the first rebranding campaign I\u2019d ever done, I was surprised by how little information about rebranding you can find online. There were literally no articles sharing usable know-how on how to rebrand a company. Only stuff on \u201chow to pick your brand\u2019s name\u201d = useless.<\/p>\n\n\n\n<p>During rebranding, our most valuable channels were those that helped us reach the highest number of our app users: PR, in-app messages, and emails.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/taxify_to_bolt_1200x628.gif\" alt=\"Rebranding from Taxify to Bolt\" class=\"wp-image-4708\" style=\"width:490px;height:256px\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/taxify_to_bolt_1200x628.gif 1200w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/taxify_to_bolt_1200x628-768x402.gif 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>We also used other marketing channels like online ads to communicate about the brand name change from Taxify to Bolt. Also, Google Search ads were very helpful in making sure that people will find our website and app store listing with both the old and new brand name.<\/p>\n\n\n\n<p>I&#8217;ve found that there are quite many articles on how to do the rebranding \/ decide if you should rebrand, but very little information mostly on how to approach the launch of the new rebrand.<\/p>\n\n\n\n<p><strong>Q22: What goals did you set for the rebranding launch? \u2013 Kati Kuustik<\/strong><\/p>\n\n\n\n<p>Our main goal was not to lose users and the volume of rides not to drop. There were, of course, a set of lower-level goals that every involved team monitored.<\/p>\n\n\n\n<p><strong>Q23: If you had to do it again, what would you do differently? Or what were your biggest learnings? \u2013 Kati Kuustik<\/strong><\/p>\n\n\n\n<p>The thing with rebranding is that you probably (and hopefully) only get to do it once. \ud83d\ude05<\/p>\n\n\n\n<p>If I had to help a company go through a rebranding again, I would focus on planning early on, having clear timelines, and making sure that all teams follow it. Which is what exactly happened in Bolt and why our rebranding went (almost) smoothly. Although there are always some last-minute surprises&#8230;<\/p>\n\n\n\n<p>I\u2019d also start preparing the new brand\u2019s marketing assets and CVI (in case you want to change it) earlier and upload all new ad campaigns in advance. It took our 2-person advertising team weeks to replace all of our 5000+ online ad creatives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-content-marketing\">\ud83c\udfa1 On content marketing<\/h2>\n\n\n\n<p><strong>Q24: What&#8217;s the biggest challenge for a B2C company related to content marketing strategy? \u2013 Eduarda Lemos<\/strong><\/p>\n\n\n\n<p>In my opinion, the biggest challenge for all brand blogs is understanding how to create extra value for your users that <em>they can&#8217;t find elsewhere<\/em>.<\/p>\n\n\n\n<p>For example, at Bolt we focus on blog articles that share useful information to our drivers. This information is much harder to find compared to lifestyle-related advice for riders (as there are so many blogs and magazines already creating this type of content).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-10.png\" alt=\"Bolt blog\" style=\"width:530px;height:331px\"\/><\/figure>\n\n\n\n<p><strong>Q25: How do you manage the content production process understanding that each country has different personas\/language, etc.? \u2013 Eduarda Lemos<\/strong><\/p>\n\n\n\n<p>We try to keep our blog content as evergreen and universal as possible and localize it to many languages. Sometimes, our local teams also write additional blog content targeted at their market specifically.<\/p>\n\n\n\n<p>At some point I started to write English copy while thinking how it would sound in Estonian or French, to make sure everything is easy to localize to our 20+ languages.<\/p>\n\n\n\n<p><strong>Q26: Aside from your blog, I&#8217;ve read a lot of your guest posts in different blogs and platforms. I am a little biased towards the Copy Hackers one and KlientBoost as my favorites among your written guest posts but the Adespresso ones and Entrepreneur piece are up there too. What was your mindset like early on in figuring out which blog\/publication\/platform to pitch and how did you pitch to guest post or wrote for them? \u2013 Kian Paras<\/strong><\/p>\n\n\n\n<p>I started out pitching to 10+ marketing blogs, and it was very hard to get in initially. Once you already have a few strong articles in good blogs (in my case, HubSpot and AdEspresso) you can pitch to the next ones and will have proof of your writing quality to present.<\/p>\n\n\n\n<p>You can read more about my guest blogging journey here:<a href=\"https:\/\/karolakarlson.com\/ro\/guest-blogging\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"> After Guest Blogging 50+ Articles, Here&#8217;s What I Learned<\/a><\/p>\n\n\n\n<p>However, note that you won\u2019t get much extra traffic to your blog from guest posting. For example, when I published an article in <a href=\"https:\/\/www.entrepreneur.com\/article\/304129\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Entrepreneur<\/a>, only nine readers looked up my profile and website.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/11\/null-12.png\" alt=\"Entrepreneur article\"\/><\/figure>\n\n\n\n<p>The main value you\u2019ll get from guest publishing is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>additional blogging and podcast invitations<\/li>\n\n\n\n<li>job offers and help requests<\/li>\n\n\n\n<li>high-quality backlinks<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"on-career-and-work-life\">\ud83c\udfa2 On career and work-life<\/h2>\n\n\n\n<p><strong>Q27: What&#8217;s an average workday look like for you? \u2013 Mary Green<\/strong><\/p>\n\n\n\n<p>My regular workday is always full of surprises, project managing some marketing campaigns, attending meetings &amp; job interviews, discussing ideas with the team, and sharing information between teams.<\/p>\n\n\n\n<p>But my favorite days are the ones where I disconnect from Slack and email for 4h or longer and focus on macro-level planning and improving the current team\/reporting structure.<\/p>\n\n\n\n<p><strong>Q28: What is your biggest struggle currently? \u2013 Karolina Krolicka<\/strong><\/p>\n\n\n\n<p>When growing as fast as Bolt, you run into a lot of struggles.<\/p>\n\n\n\n<p>I\u2019d say the biggest challenge is understanding the business impact and ROI of all the different online and offline marketing activities that we\u2019re doing.<\/p>\n\n\n\n<p>We\u2019re testing and learning something new every month, adding layers of data analytics to our campaign reporting and improving the attribution between different marketing channels.<\/p>\n\n\n\n<p><strong>Q29: How much of your life is dedicated to learning your craft and improvement? I love hearing how others invest in their craft. \u2013 Rob Fulton<\/strong><\/p>\n\n\n\n<p>I feel that I can learn the fastest through my work. Also, running a blog around Facebook advertising helps me stay aware of all the best practices and latest hacks.<\/p>\n\n\n\n<p>I like to research what other top brands are doing and do a monthly review of their social media channels and blogs. Another great way to learn about new best practices is to talk to other marketers. You can even reach out on LinkedIn and propose to have a call and share your key learnings.<\/p>\n\n\n\n<p>Also, whenever I\u2019ve got time, I follow some industry newsletters and listen to podcasts.<\/p>\n\n\n\n<p>I shared a long list of blogs, books, podcasts, and newsletters I like in this article, might be helpful: <a href=\"https:\/\/karolakarlson.com\/ro\/2018-key-learnings-facebook-ads-marketing\/\">https:\/\/karolakarlson.com\/2018-key-learnings-facebook-ads-marketing\/<\/a><\/p>\n\n\n\n<p><strong>Q30: I remember reading your work and learning a little bit about your career profile while I was doing college internships and I only graduated in 2017. From the outside, it makes it seem like you &#8220;Bolt(ed)&#8221; upwards so quickly (jk, bad pun) or rose up relatively quickly but you may see it differently.<\/strong><\/p>\n\n\n\n<p><strong>What is your work-life balance\/integration prioritization or however you call it like, especially when you were just getting started!? Because you have Bolt, the blog, possibly other side hustles, and clients although you did mention you do not have the capacity at the moment, and possibly other hobbies and personal pursuits. You may have alluded to it with Ma&#8217;am Mary Green&#8217;s question but gosh it makes it look like you worked 24\/7 to get where you are at. I personally think it&#8217;s super cool with all you&#8217;ve done so far and I can imagine some of your best work is yet to come. \ud83d\ude42 \u2013 Kian Paras<\/strong><\/p>\n\n\n\n<p>About the work-life balance&#8230; I guess that early in my career I was so into marketing, looking at it as my job, hobby, relationship&#8230; (kidding about the last one :p)&#8230; But seriously, I think I easily worked at least 60h per week, also spending the Sundays working on either planning for Botl or writing to my blog.<\/p>\n\n\n\n<p>By now, I&#8217;ve taken a step back and try to limit my workweek to 50h max. It&#8217;s become more about managing my time and focusing on the high-impact items only, removing meetings from my schedule, and learning to say &#8220;no&#8221; to more low-efficiency projects.<\/p>\n\n\n\n<p>However, I believe that if you find a career you&#8217;re really passionate about, working the extra 20h per week doesn&#8217;t feel like a burden. Instead, you&#8217;ll be thrilled to learn by doing.<\/p>\n\n\n\n<p>I would also say that I was very lucky to have the right opportunities to enter my life at the right time. E.g. I got an email from the CEO of Klientboost inviting me to freelance for their blog and Bolt reached out to me just as I was about to leave my past company. So it&#8217;s all about doing good work and noticing the good opportunities as they arise. You&#8217;ll be offered cool jobs only if you put yourself out there.<\/p>","protected":false},"excerpt":{"rendered":"<p>We recently hosted an Ask Me Anything session with the digital marketing community GrowthHackers. As there were so many great questions and a surprising variety of topics, it felt like a good idea to also document \u2018em in this blog. I also reviewed the answers and added bits and pieces to give more context + [&hellip;]<\/p>","protected":false},"author":1,"featured_media":7255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[36,11,4,9],"tags":[98,99,30,24,40,14,38],"class_list":["post-4706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-growth","category-in-depth","category-ppc","tag-ama","tag-bolt","tag-facebook-ads","tag-growth","tag-growth-hacking","tag-ppc","tag-social-media-marketing"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AMA with GrowthHackers - 30 Questions and Answers - Marketing Fix blog<\/title>\n<meta name=\"description\" content=\"Top 30 questions from the GrowthHackers Ask-me-anything session: on growth marketing, facebook ads, rebranding, and work-life balance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/karolakarlson.com\/ro\/ama-with-growthhackers-30-questions-and-answers\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AMA with GrowthHackers - 30 Questions and Answers - Marketing Fix blog\" \/>\n<meta property=\"og:description\" content=\"Top 30 questions from the GrowthHackers Ask-me-anything session: on growth marketing, facebook ads, rebranding, and work-life balance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/karolakarlson.com\/ro\/ama-with-growthhackers-30-questions-and-answers\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Fix blog\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-17T18:31:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-06T13:23:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2020\/06\/GrowthHackers-AMA-with-Karola.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aggregate_blog\" \/>\n<meta name=\"twitter:site\" content=\"@aggregate_blog\" \/>\n<meta name=\"twitter:label1\" content=\"Scris de\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\" \/>\n\t<meta name=\"twitter:data2\" content=\"23 de minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/karolakarlson.com\/ama-with-growthhackers-30-questions-and-answers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/karolakarlson.com\/ama-with-growthhackers-30-questions-and-answers\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"AMA with GrowthHackers &#8211; 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