Past years of digital marketing have worn out marketers, sales professionals and advertisers. Changing trends and consumer behaviors have not taken a toll on marketing budgets but also stressed respective professionals to find new ways. Initial engagement and visibility make it easier to achieve objectives, but the real problem comes when brands struggle to nurture those relations and want to complete their conversion goals.
On the other hand, growth marketing doesn’t work like that. Their strategies and operations involve entire funnel stages and ensure that prospects go through all the stages seamlessly before becoming customers. They achieve these goals through their unique approach, which involves constant experimentation and testing of different scenarios based on users’ desires.
Key Components of Growth Marketing
Handling All the Funnel Stages
Growth marketing doesn’t work in a single circle or towards the primary goal. Its practitioners aim to be interested and active in all of the stages. Every company is working towards one goal: to earn revenue by earning new customers and finding new ways to strengthen relationships with existing customers. Growth marketers work with individuals and professionals under a marketing hub to create collective solutions to market demands and user needs.
Growth marketers don’t work in a vacuum instead, their relations and work are connected with product teams to analytics and customer support teams. They listen and take feedback from all the workstations to create targeted campaigns and strategies that manage to find results.
A/B Testing
A/B testing is one of the major use cases of growth marketing. Growth marketers don’t operate on a make-and-wait marketing model. Instead, they constantly work with analytics and developers to see how their companies are working in terms of initial engagement, like website traffic, email content and social media posts.
For instance, growth marketers create two different versions of their social media posts and test which one brings more engagement and traffic to their website’s landing page. I made two test cases and named them A and B based on their distinct presence and content. By publishing them, marketers grasp the value of each test case and see which variant is more effective for certain campaigns or messages. The same goes for email content and other channel strategies to create multiple test cases and analyze which one brings better results.
Analyzing Customer Online Interactions
Customer feedback is the backbone of growth marketing, which operates based on online customer interactions, behaviors, and touchpoints. With modern Business-to-Business (B2B) digital marketing, getting to know customer response and collecting insights-related data is not rocket science. Various analytics tools and SEO trackers can provide instant feedback on how their digital efforts are working.
Many brands conduct surveys on their websites and social platforms to collect more personalized data and information. These survey forms aim to connect with users by asking what they think about their product’s new updates or how their experiences have been lately.
At the same time, growth marketers also conduct data-driven marketing based on user’s online activities.
Multi-Channel and Omni-Channel Marketing Campaigns
Growth marketing involves multichannel and omnichannel marketing campaigns to create a complete strategic channel plan that finds customers through organic SEO, utilizing Google ad services, and other channel campaigns based on audience preferences and needs.
Growth marketers conduct cross-channel campaigns based on users’ preferences and interests. They also conduct A/B testing to find which marketing channel or campaign works effectively to get the proper returns. Marketers create different test cases and multiple variations to see which one is more effective for their specific target audience. Based on target audience preferences and interests, marketers decide on email marketing, which creates more engagement with their ideal audience in content marketing efforts. Seeing all these comparisons helps them create a holistic cross-channel marketing approach.
How Does Growth Marketing Help?
Some of the benefits of growth marketing are:
- Authority becomes their armor: Growth marketing allows marketers to create their image as an authoritative presence in the industry. Growth marketers constantly engage with their audience and listen to their feedback, which makes them encouraged by their customers.
- Hones brand’s conversion rate optimization: Growth marketing operates on constant experimentation and testing, improving a brand’s overall digital presence. This optimizes websites for better conversion rates and increases businesses’ revenue and growth.
Closing Thoughts
Growth marketing is not a bogus marketing strategy. In fact, many businesses have amplified their impact, revenue, and growth with their strategies. Their unique marketing approach, which includes in-depth data analysis and constant testing to back that up, makes it optimized and highly effective for all existing and new marketing campaigns.
