Google introduced GA4 in 2020 and announced July 1, 2023, as the date for sunsetting standard UA properties. Google Analytics 4 (GA4) is the latest generation of web analytics platforms and replaces the former property type, Universal Analytics (UA). GA 360 customers will now have until July 2024.  What this means is that all standard UA and 360 properties will stop processing new data from these respective dates.

If you haven't already, the time has come (if it has not already) to transition to GA4 and start building up your historical data and getting familiar with this new platform. It is not possible to migrate historical data from the UA to GA4, as both tools are based on different data models. While the technical basis is the same, GA4 is a unique product with numerous features that are best viewed with an open mind and not always compared to UA. 

Here is what you need to know about GA4 as far as what GA4 means for your business.  

Track cross-platform user behavior.  GA4s focus on different digital ecosystems, including websites, social media, and apps allowing businesses to get more of a big-picture perspective not only of how customers purchase the products or services your business offers but also of what they focus on in terms of your business once they actually become customers.

Improved user understanding: GA4’s ability to track user behavior across multiple touchpoints companies to better understand their users or visitors and target marketing campaigns more effectively.  This allows businesses to optimize their marketing efforts and boost their conversion rates.

Improved customer retention: Given the multiple touchpoints that comprise a business sales and marketing funnel or cycle, GA4 assists businesses in improving customer retention by identifying potential churners and targeting them with retention campaigns.

Unlike other social networking sites such as Facebook and Instagram, LinkedIn offers a goldmine of opportunities for B2B marketers especially. Linkedin is the number one source for professionally relevant content that executives rely on. 80% of B2B social media leads come from Linkedin (the closest other network is Twitter, which provides 12% of B2B leads from social media), while 94% of B2B marketers use Linkedin to distribute content.

The biggest benefit that LinkedIn arguably provides is frequented by many senior-level influencers, decision-makers, and thought leaders.

If you want to grab the attention of top-level executives or corporate decision-makers, then you should strongly consider learning how to make the most out of Linkedin, and figuring out what tactics would serve you well.

Obviously, a detailed LinkedIn-focused growth marketing plan is crucial for the success of your business. It can help you build brand awareness, increase website traffic, quality lead generation, and much more. In addition, it can also help establish yourself as an industry thought leader. Let us start to examine how to go about creating this.

When it comes to PPC ads, most marketers don’t go beyond investing in Google Ads (the erstwhile AdWords). In many ways, this decision is completely justified. After all, Google dominates PPC ads with a worldwide market share of 92.47% (as of September 2022).  But focusing on Google Ads like this, while understandable, however misses out on potential substantial advertising options when it comes to search marketing.

Remember Bing Ads? Well, they go by Microsoft Ads now and they definitely shouldn’t be an afterthought. While Google remains king of search with the vast majority of the market share (it’s become a verb, after all), Microsoft Ads have a substantial place in the market as a strong second option.

Savvy digital marketers can (and should) learn how to leverage the power of Microsoft Ads and understand exactly how to advertise on Bing. Bing business ads might just help you reach a new audience and tap into a broader pool of customers to help grow your revenues simply by expanding your tactical base.

In this guide, we’ll look at what sets Bing Ads apart, as well as what features, and overall growth marketing tactics businesses looking to scale their revenues should look to focus on.

In 2020, Pinterest surpassed Snapchat to become the 3rd largest social media platform in the US. It has been seeing crazy spikes in adoption ever since, growing by many millions of users every year. For most people, it’s just another social media network where you can spend hours upon hours researching various ideas, such as recipes and home design inspiration, or workout plan, among others.

However, growth marketers recognize a bigger potential, particularly once they understand how Pinterest works. 

What can Pinterest marketing do for your business? It can drive organic traffic, increase conversion rates and position your company amongst some of the most trusted brands. However, you need a well-thought-out strategy in order for it to actually work, ideally, one tailored to the unique needs of your business.

With over 1 billion unique visitors each month, YouTube is a platform that every small business owner should consider as part of their marketing strategy. After all, most potential customers would much rather watch an informative video of your company’s products and services than reading a lengthy sales letter.

Not only is YouTube a great promotional tool, but you can also use the video platform to create trust, authority and recognition by creating a channel for your business. 

Over 75% of people worldwide age 15 and up are on YouTube (part of over 2 billion monthly active users), making it the most popular website in the world after Google.

The potential of a huge audience is a great reason to market your business on YouTube. But shouting from the rooftops about your products without a plan won’t get you anywhere. That is why this article will delve into how exactly to make Youtube an integral part of your growth marketing strategy.

With a billion monthly active users from around the world, TikTok is growing to be one of the most popular social media platforms. While this massive user base may be in and of itself enough for brands to start using the platform, one must not overlook the fact that TikTok users spend an estimated $110 million per month, which makes it the top-grossing non-gaming app.

Now one may be skeptical about using TikTok for your business because the perception is that it is just for Gen-Zs. While the platform has a large concentration of younger users, the app is just as popular among young adults and middle-aged users.

As it stands, 25% of TikTok users are between 10 and 19 years old. Meanwhile, people in the 20-29 age group make up 22.4% of the platform’s user base. 30-39-year-olds make up 21.7% of the total TikTok audience.

What is more, you can find 20.3% of users between 40 and 49 years old, with the remaining 11% over the age of 50. So if your assumptions about the platform demographic have been keeping you away from using TikTok, these numbers show that the platform’s audience is much more diverse than you’d think.

Since you’re reading this post, we’re going to assume that you’ve already decided that Instagram needs to be an all-important part of the growth marketing strategy for you to help scale and grow your business.

Instagram ads enable businesses to reach out to over 1 billion people every month. This is a good reason for starters, for you to consider advertising on Instagram to grow your business. Millions of engaged consumers interact regularly with these brands.

But here are some impressive stats in case you’re not sold.

1 billion people use Instagram every month

51% of users are female and 49% are male (so your audience is there)

130 million users tap on shopping posts every month

50% of people have visited a website to make a purchase after seeing it on Instagram

Now that we have established some basic numbers to justify investing time and expense into Instagram Ads and your Instagram channel, let us deep-dive into the rich and widely varied world of Instagram ads.

Truthfully, the marketing mix at product-based e-commerce businesses is often very similar to those businesses that offer services or sell to organizations rather than individuals. SEM, SEO, email marketing, trade shows, Instagram, Facebook, Linkedin, etc. are just some of the marketing tactics that most businesses use to increase awareness and grow their revenues. As mentioned in a previous post, remarketing is a highly underrated tactic that companies should definitely have as part of their growth marketing mix.

However, given the importance of emphasizing the visual aspect of the products that your business sells, no marketing channel or tactic works quite as well to accomplish this as Google Shopping.

If your eCommerce-focused business doesn’t have Google Shopping ads as a key part of its arsenal of the growth marketing mix, you’re missing out on some of the most profitable online real estate. According to Merkle, 60% of all Google search ad clicks in the third quarter of 2020 came from Google Shopping ads.

In crafting a strategy to help grow and scale a business, there are of course, immediately, a few growth marketing tactics that immediately come to mind.   Search engine marketing, paid social media advertising (ex; Facebook Ads, Instagram, Linkedin), SEO, and email marketing are tactics that people immediately think of when trying to maximize the exposure of their growing business. 

While it is understandable that some of the above mostly paid advertising options make sense in terms of scaling your business to customers who are looking for your products, remarketing remains one of the most powerful and underrated in most businesses’ growth marketing playbook. 

Every business has those “what could have been” moments when a potential customer visits the website but does not make a purchase. That’s where remarketing comes in, to attract window shoppers or those potentially interested in your products or services back to your site.

After all, it is important to always remember that a customer journey does not all end in one session. In line with this, there are numerous reasons why a visitor has not yet either become a customer or expressed concrete interest in your products or services:

On average, 98% of website visitors don't convert. This may surprise many because of how prevalent it is to make a purchase or request a demo, or fill out a contact form of any kind.  This means that only 2% of the people who land on a website take the desired action. This can be frustrating for businesses, especially those who are trying to grow and expand their customer base.

Enter conversion rate optimization or CRO. CRO is a process of improving the percentage of website visitors who take the desired action. It's a vital part of growth marketing, which is focused on using data and experimentation to drive business growth.

In this article, we'll take a deep dive into conversion rate optimization and explore how it is an underrated part of any effective growth marketing mix. We'll cover the basics of CRO, including the key metrics you need to know and the different types of tests one needs to consider running. We will also look at some of the best practices for implementing a successful CRO strategy as well as effective tactics that when implemented consistently, allow your business to start seeing real results and drive growth for your business.