Growth marketing: What it is and 4 ideas to inspire you

Growth marketing is all about your long-term strategy, but the term itself can lead to confusion regarding its true meaning.

Because marketing is what’s done to grow a business, shouldn’t all marketing be growth marketing? The answer is no. Growth marketing is a strategy-based, data-driven approach to achieving sustainable success and improving revenue for your business over the long term.

It’s about setting goals and continuously testing and experimenting to hit them, with the ultimate goal being to generate tangible business growth.

Keep in mind that about 45 percent of organizations don’t have a clearly defined digital marketing strategy. By considering the approach of growth marketing for your own business, you’re already lightyears ahead of nearly half of other companies.

In growth marketing, you want to focus on all possible touchpoints between your brand and the customer. To put it more simply, it’s less about the purchase itself and more about the customer’s experience after becoming your customer. This means that in growth marketing, you should be looking for opportunities that will make a lasting impact.

Key aspects of growth marketing include:

  • Being consumer-centric
  • Putting strategy first
  • Retention and upselling in addition to traditional acquisition
  • Evidence-based decisions rather than opinion-based
  • Consistent and regular performance monitoring and testing, such as with A/B testing

For example, if you have an e-commerce business that is not making enough money because your customers only buy one or two products, a growth marketing mindset would focus your marketing efforts on retaining those customers, compelling them to purchase more and more often (through cross-selling and upselling), measuring those efforts regularly and making decisions based on that performance. And these efforts can, of course, involve such tactics as email marketing, SMS text message marketing and so on. 

Growth marketing benefits include making better decisions, enhanced brand perception and achieving your business revenue goals.

The following four growth marketing opportunity ideas are intended to inspire you for your own business.

Omnichannel marketing

In growth marketing, it’s not about only optimizing an individual marketing channel. It’s about optimizing multiple channels across the customer journey.

Look at the entire user experience when it comes to your brand. Is it unified and consistent throughout each touchpoint you have with a customer?

This is considered omnichannel marketing, where your goal is a seamless customer journey, whether that’s in a physical store, online or with interactions with any sales or customer service representative in your business. 

How can all of your channels work well together to deliver that seamless experience?

Customer loyalty

Customer retention is huge for any business. It means that the customers you acquire will continue purchasing your products or services.

To grow retention, brands must continually earn customer trust by demonstrating that they are more than just a name and a dollar sign.

When exploring a growth marketing mindset, consider a customer loyalty campaign that aims to keep your engaged customers coming back for more.

Perhaps you have a membership program that you can incentivize with exclusive access, sneak previews or tiered status rewards. It’s about making the customer feel special, and that will elevate their perception of your brand.

Customer onboarding

About 40 percent to 60 percent of software users log in once and never return again. Proper customer onboarding can help give you more opportunities to wow new customers and make every touchpoint count.

Never assume that your product or service is obvious to use. Even if it is, what advice can you give customers to make their experience even better?

Is there a way to collect data from customers upfront on how they intend to use your product or service so that you can better serve them with personalized onboarding?

Consider onboarding an opportunity to nurture customers, and it can be as simple as an email drip campaign and/or custom recommendations that include articles and webinars. 

Customer referral programs

Customers who are referred by other customers have a higher retention rate and are more likely to refer more customers to your brand.

In growth marketing, a strong referral program can be key. Of course, how yours looks depends entirely on your brand and your products and/or services. 

If you already have a customer referral program, is it everything it should be? Does it offer enough of an incentive? Are you promoting it well among your existing customers?

If you don’t yet have a referral program, think through what that should look like for your business. Be sure to make it easy enough for customers to actually do, and that the reward is compelling. 

For example, Tesla’s referral program gives customers a referral link that they can share, and that link rewards both the referring customer and the new customer. Instacart does the same thing, too.

Referral programs are essentially all about rewarding customers who believe in your mission.

In conclusion

Remember that a key component of growth marketing is constant testing and experimentation. Go into it with a scientist’s mindset. If I do this, what happens? And if I do that, what happens?

For example, if you do have an existing customer referral program, how is it performing now? If you change one thing, does that increase the referrals within a month or not? 

Just keep in mind that you still want to be consistent as a brand no matter what testing and experimenting you’re doing. Strategic planning will help with that.

As you’re exploring growth marketing, consider leveling up your digital marketing process with DailyStory. Features include automating various marketing tasks, dynamic audience segmentation and more. Schedule your free demo with us today.

Struggling with marketing content? 7 tips to beat writer’s block

Beyond just writing, the goal of copywriting aims to create engaging marketing content that persuades your audience to take action. So, when you’re experiencing writer’s block, it can impact the success of your business. 

No pressure, right? 

Writer’s block is often referred to as the inability to form words, and there are entire scientific studies behind it.

Fortunately, the following are seven tips to help beat writer’s block so that you can effectively represent your brand, engage your audience and help grow lead conversions.

Maintain a content calendar

If your writer’s block centers on the lack of ideas for the content itself, creating or maintaining a content calendar can help you keep the momentum going. 

It’s all about having a plan.

If you’re just starting out with a content calendar, aim to plan out one month ahead at a time. You can make note of both national holidays and social media “holidays” (like National Puppy Day) that are relevant to your brand and your audience. Look ahead for any other events or product launches as well. Then, you can start brainstorming content around these events, holidays and so on. 

Once you get comfortable with maintaining your calendar one month out at a time, you can start increasing it. Ideally, the further out you can plan, the better. That way, you won’t find yourself in a day-to-day rut trying to figure out what kind of content you should be creating each day.

See our eight tips for creating and maintaining a content calendar.

Keep a backup list of ideas

As great as advanced planning can be, it’s always possible to not be inspired by the topic you originally planned to write about. Or, perhaps the topic no longer works for when you planned it.

That’s OK!

As you plan out your content calendar, be sure to maintain a list of the ideas that don’t make it onto your calendar. Think about your target audience. What problems are they facing? How can you help them overcome those problems?

This can be a great resource of back pocket options to potentially inspire you when you do hit that writer’s block.

Lean on your colleagues

Brainstorming alone can get difficult and (honestly) a little soul-draining at times. If you’re looking for some inspiration, ask a colleague to brainstorm ideas with you.

Better yet, pull in your team.

Group brainstorming sessions can bring up ideas that might have never happened on your own. Just make sure to document all the ideas flying around. Even though they aren’t all going to make it onto your content calendar, they could easily end up on your backup list of ideas for reference later.

Revisit past content to defeat writer’s block

Just because you’ve covered a particular topic before doesn’t mean that you can’t revisit the topic in a new or more in-depth way.

Remember that you can easily break up various angles of a topic across different and separate pieces of content.

For example, if you have a past list of tips, is there one tip that you can spin off with? The possibilities are endless.

And of course, for an SEO (search engine optimization boost), be sure to link related pieces of content to each other. While you’re thinking about your SEO, see if you’re making any of these 13 common SEO mistakes.

Don’t just write … read

Any good copywriter isn’t just writing constantly but reading, too! 

It doesn’t matter what:

  • Industry-related publications
  • Various blogs
  • Your competitors’ content
  • Local or national news

Doing so regularly will naturally inspire you with topics that will likely be relevant to your audience. Always record those ideas as soon as you have them, whether you’re in planning mode or not.

Write out of order

In the simplest sense, know that you never have to write the first sentence first. Whether you start in the middle, with the conclusion or whatever aspect is inspiring you, you do not have to write in order.

Sometimes, even just roughing out a loose outline first can help funnel your thoughts.

Mix up your approach

If you have all the right ideas, but the words still aren’t flowing, try mixing up your approach to beat writer’s block.

You can work in a different place, at a different time, for different lengths of time and so on.

In fact, simply taking breaks and doing something else briefly can make a world of difference as well. A break might sound counterintuitive if you’re on a deadline, but think about how much time is wasted when you’re facing writer’s block. A break of any kind doing something else can be just what you need.

Beating writer’s block will help you reconnect to your audience and boost your brand’s presence, so be patient with yourself and work through your process.

Take your content to the next level with these seven content marketing tips.

Then, consider leveling up your digital marketing process with DailyStory, which features automation, audience segmentation and more. Schedule your free demo with us today.