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Nicholas is a marketing productivity strategist and the founder of Earnworthy. With a background in direct sales, affiliate marketing, and domain sales, he has worked as a digital marketer since 2009, on both the agency and client sides.

His first independent venture consisted of a social marketing consultancy that specialized in helping small business owners in the South Florida area build awareness, authority and trust through social media.

Currently, Nicholas focuses on consulting with nonprofits, in order to help them adapt to the changing digital marketing landscape. He combines growth hacking tactics, agile marketing, inbound marketing, and the latest marketing technologies to help nonprofits achieve a higher ROI out of their limited marketing budgets.

Nicholas also serves as the social media chair for the Florida Direct Marketing Association, and he is an active member of several other professional organizations, including the American Marketing Association.

He holds a Master’s degree in Public Administration from Florida Atlantic University, and many marketing certifications including the Google AdWords Certification, HubSpot Inbound Certification, Hootsuite Certified Professional, and Google Analytics Individual Qualification.

Nicholas resides in Boca Raton, Florida, with his wife, Michelle, where they enjoy Starbucks lattes, quiet bookstores, and pretty much every Italian restaurant in town.

Interview:

What is your definition of a Growth Hacker?

A growth hacker is a marketer and a technologist rolled into one. Growth hackers aren’t afraid to dive into the source code of a site if they need to install tracking scripts for instance. On the other hand, they are grounded in the principles of marketing and know how to create compelling campaigns.

Are you currently Growth Hacking a company or startup? If so and you are able, give us a brief description and provide a link:

Growth hacking is a big part of everything I do as a marketing strategist. I have been using growth hacking principles to promote my personal brand, my consultancy, and the work of my clients. Since I try to work primarily with nonprofits, I also apply these principles to the nonprofit sector. That brings a whole new set of challenges with it, but what fun would marketing be without challenges?

When did you start Growth Hacking and what made you realize when it was necessary?

I can’t remember an exact time when I started growth hacking. It was always something I did, but I didn’t have a name for it back then. Back in the day, “bootstrapping” was a buzzword my business partner, and I would throw around when we were promoting our social media consultancy. Everything we did have to generate big results for little to no investment.

What roll do you have as a Growth Hacker?

I believe growth hackers need to be on the cutting edge of marketing and technology, so one of my primary roles is to look for the latest trends and bring them to my clients. From new marketing automation tools to great growth hacking courses, I am always on the lookout for cool new stuff.

What does your typical day look like and how do you make it productive?

I’m a workaholic and proud of it. I don’t work the traditional nine to five. Also, I usually work from home. Usually, I’m up around six in the morning to go to the gym, and then I’ll work throughout the day in short bursts using the Pomodoro Technique. In the evening, I like to unwind by reading and spending time with my wife, and then I’ll usually get back online to finish up some projects late at night.

What data will be the most valuable to Growth Hackers in the future?

The most valuable data will be where we’re spending most of our time as consumers. After all, the best marketing campaigns in the world will fail if nobody pays attention to them. Attention is everything, and it keeps shifting around. Right now, most of us are spending our time on Facebook, Instagram, Twitter, etc. Where will we spend our time two years from now? If you can predict that, then you’ll be ahead of the curve. Just look at the folks who got involved with Vine early on and built up massive followings. You just need to be there before everyone else.

What’s one marketing trend that really excites you and why?

Agile marketing is very impressive. While not exactly new, it’s not mainstream yet either. I think it is the perfect framework for growth hackers to work with.

What is one habit of yours that makes you more productive as a Growth Hacker?

I am obsessed with my to-do list. I use Todoist, which is available pretty much everywhere, including iOS and Android. Everything I need to do is in Todoist. I never have to remember anything. That takes a lot of the stress out of the day.

What recently-developed marketing strategy, technique or tools interests you the most right now?

The tool that I am most impressed with as of late is Unbounce. I love split testing landing pages, and with Unbounce, it couldn’t be any easier. People who have never built a single web page before and don’t know a line of HTML can get a landing page up with this tool. It’s awesome.

As a Growth Hacker, what is the one thing you do over and over and recommend everyone else do?

Track everything. As the saying goes, “If you can’t measure it, you can’t improve it.” Get into Google Analytics, dive into your paid media traffic, and look at your Facebook insights. There is a ton of data out there for the taking. Review it on a daily basis.

What is one Growth Hacking strategy that has helped you grow your most important metrics? Please explain how.

I like using lead magnets in blog posts to attract new subscribers. If you’re not familiar with this growth hack, you basically write a really compelling blog post on a specific topic, and then you create an exclusive download (like a short PDF) that adds on to your post. But, the key is that in order to get the exclusive download, your visitor needs to subscribe to your newsletter. So your readers walk away with even more content than they originally thought they’d get from the post alone, and you walk away with more subscribers.

What is one pain point you have in the digital space that you wish someone could fix?

I wish there were better low-cost options for social analytics and reporting tools. All the best analytics tools are extremely expensive for small businesses, and most of the low-cost options are rather basic.

What is one Growth Hacking secret that you’re willing to give away to our readers?

Read Ryan Holiday’s book, “Growth Hacker Marketing” if you haven’t already. You’ll get more value out of that short book than from any one growth hacking secret I could share.

What is your favorite marketing software or technology?

I have a lot of favorite tools, but one that I use more than others is Buffer. It is the best way to schedule social content, hands down.

What people or companies should up and coming growth hackers seek out and learn from (include websites, blogs or Twitter profiles).

Some of my favorite marketers who share great cutting edge tips on Twitter include Scott Brinker (@chiefmartec), Gary Vaynerchuk (@garyvee), and Jon Loomer (@jonloomer).

How can people connect with you? (Website Twitter, LinkedIn, Facebook, ect.)

You can check out my site, Earnworthy – http://earnworthy.com, where I feature powerful marketing, productivity, and business growth insights, with a focus on inbound marketing, growth hacking, marketing technology, agile methodology, and more. You can also connect with me on Twitter (http://twitter.com/nscalice) and LinkedIn (http://linkedin.com/in/nscalice).

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