Growth Marketing: What It Is and Why Your Business Needs It

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What is Growth Marketing?

Growth marketing refers to a holistic way of growing your customer base. Successful growth marketers focus on optimizing the end result: brand loyalty. 

Traditional marketing efforts focus on the top of the sales funnel. Testing and analytics are what drive growth marketing to shape strategies and grow a customer base. 

Staying relevant to social media and our tech-driven culture helps create a successful growth marketing campaign.

Growth marketers achieve success by using many channels that work together to provide long-lasting growth. By layering techniques, you are positioning your marketing strategy for success.

Why Your Business Needs Growth Marketing

You don’t want your business to be left behind regarding marketing strategy. Can you afford to keep implementing the same traditional marketing strategies? 

Look at your successful competition. What is working for them?

Sticking with the same Google and Facebook ads because they worked for you in the past will not advance your company into the future.  And the future is the one place you need to be when it comes to marketing strategy.

Traditional vs. Growth Marketing

While traditional marketing methods were hyper-focused on the top of the sales funnel, growth marketing is an organic approach to marketing strategy that starts from the ground up.

Growth marketing first explores and analyzes human behavior by running many tests. 

Marketers then turn the test results into usable data that all future marketing strategies will reference to plan the best marketing approach.

Growth marketing focuses efforts on building relationships rather than pushing for “the sale.” 

Successful growth marketers dive deep below the surface of strategy.  They answer the question of why before tackling the how.

Core Components of A Growth Marketing Strategy

The seven channels of growth marketing to install into your strategy are the following:

  • Short-term, focused email blasts and newsletter campaigns
  • Value-driven marketing content (e.g., blog posts and landing pages)
  • SEO-optimized content
  • Clear brand messaging
  • Social media posts
  • A/B testing
  • Community involvement (e.g., volunteer work, event booths)

Short-term, Focused Email Blasts and Newsletter Campaigns

Instead of sending out one email per month, or every other month, focus on shorter, hyper-focused email blasts to market a new product or service. 

Shorter campaigns keep new elements of your business at the forefront of a user’s mind. They will help you close a potential sale and retain a loyal user.

Value-Driven Content

Post value-driven content on your business website, like informational blog posts. This content offers consumers something of value, expecting nothing of them in return. 

While the hope is that readers will become loyal brand users, the main goal is to offer your customer base something of worth to gain their trust.

SEO-Optimized Content

SEO stands for search engine optimization. It is a vital element of all marketing content. Optimizing your content for SEO involves first researching “keywords” (called keyword research). 

Keywords are words most commonly used in Google searches when looking for products and services like yours. Plug the suggested keywords into your content to drive users to your site.

Brand Messaging

A clear brand message at the start of your business venture is important for all future marketing efforts. What then is a brand message? 

A brand message is a term that marketing experts coined to encompass all aspects of a brand. From “voice” to identity to color scheme, these elements work together to tell the story of your business. 

A brand message gives meaning and purpose to your business and lays a foundation that your user base can relate to. It’s literally the why of your business.

Social Media Platforms

Social media permeates our everyday lives. It only makes sense for your business to maintain an active social media presence. 

Businesses use social media platforms to interact with their customer base. Companies gain usable feedback they can reference to maximize marketing efforts.

A/B Testing

Growth marketers are data-driven. They run tests and experiments to maximize their marketing efforts. 

One form of experimentation, called A/B testing, refers to sending out two versions of a piece of marketing content. Each version is sent to a separate group to see which one elicits a more desirable response. 

The most common example of A/B testing is with email marketing. For example, one group receives one email (A), while another group receives a slightly altered version (B). Growth marketers can see who opened an email and who clicked through the links.

Growth marketers analyze how different groups react to two forms of the same marketing material. They can then adjust their marketing efforts accordingly.

Community Involvement

Community involvement is about opportunities to physically reach out to your potential customer base. These opportunities could be in the form of volunteering for charities or setting up booths at events. 

The main purpose of outreach is to gain visibility with your customer base. You can present a solution that your product or service provides. 

While your valuable marketing content builds trust with your user base, interacting with your customers face-to-face initiates conversations that can lead to lasting relationships.

Moving Forward with Your Growth Marketing Strategy

The key question is this: If traditional marketing methods have been effective in the past, then why not stick with those tried-and-true techniques for the long haul? I mean if it isn’t broken, don’t fix it, right? 

Here’s the issue: With the changing times, technology also has evolved. And technological advancements require businesses to maintain flexibility. 

By implementing the above seven channels of growth marketing into your business, you can experience serious growth in your customer base. Your loyal brand users can become ambassadors for your business for years to come.

 

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