Growth Marketing may seem overly complicated to many. But our process makes it so much easier for you to succeed.
With our systematic growth marketing approach, you just need to follow the steps & repeat
Our Growth Marketing Process Involves Establishing a Clear Framework that Allows for Growth to Be Sustainable Within Your Organization.
Discovery & Research
Starting from our initial conversation or meeting, we continuously take the time to try and understand your business and your competitive environment. Here we focus on getting a sense of what makes your business unique, how you differ from your competitors, the particularities of the industry or market you are in, as well as other pertinent factors. What is key here is getting a better understanding of your customers, who they are, how they find about you and what they are looking for when they are in the market for the products and services that your business or organization offers.
Gleaning Key Insights While Establishing a Marketing Strategy to Help Generate Growth
After learning more about your business in our conversations with you and doing our own research, we work to gather some key insights that we believe are important in understanding potential opportunities. Once we have established which insights are of greater priority and value, we establish a plan based on the tactics, ideas, messaging, and marketing channels that can impact growth potential.
Design & Execute Marketing Campaigns Based on These Insights
Once we have mutually agreed on what initiatives to put into place, we set up these campaigns with the appropriate messaging, and agree on a budget. The key here is to have these campaigns serve as nimble, agile tests that are there to accumulate the data that we need to determine whether or not the insights that we have previously gathered are on point or not.
Measurement & Analysis
After determining and agreeing to the appropriate KPIs to measure growth from your marketing efforts, we provide regular reports. The key here is to not only explain the results but also see if the data supports the insights and hypotheses we put forward initially. Just as important is for us to constantly keep an eye out for any potential undiscovered opportunities for improvement that may exist.
Ongoing Optimization & Systematization
Through ongoing evaluation of results, adjustment of creatives and landing pages, as well as instigating various A/B and multivariate tests, we work to ensure that every possible and reasonable opportunity to improve on results is acted on. Moreover, by repeating the above steps on an ongoing basis, we work to establish clear growth marketing playbooks & systems that can be followed and that allow for a growth marketing foundation to be set up.
Now that we have established what our growth marketing framework entails, here is what it actually entails in terms of how it impacts the way we work with you on a day-to-day basis.
1. Set Objectives in Key Areas that Allow You to Recognize Growth When it Happens
What we do is work to set & establish quantitative objectives for your team. For those businesses that either don’t have established marketing organizations or that are looking to establish growth marketing fundamentals, we strongly recommend focusing on 3 key elements.
Growth Process
Traffic
Engagement
A solid growth process should not only establish a clear plan for achieving this growth but also have a set of OKRs to focus on to help support this gradual transition to a growth culture. Organizations new to trying to instill growth-focused systems should aim for a healthy frequency of idea submission and experiment execution that prioritizes constant iteration, feedback, and learning.
2. Looking Out for Potential Growth Opportunities
These may come from team meetings, speaking with others in the company, attending conferences, reading online, analyzing your own marketing efforts, customer research, or competitor analysis. Ideally, your experiments and opportunities should be based on a hypothesis rooted in a strong understanding of your customer, as well as an understanding of what areas you need to work on to improve.
3. Prioritize High-Impact Opportunities
What are the first few opportunities you see in your business that you can execute on? Where is the low-hanging fruit? Where are the biggest leaks in your existing lead generation funnels? These are the things you need to look out for.
The potential of various Ideas should be scored based on 3 criteria:
Impact – the likely impact of the experiment becoming a success
Confidence – confidence that the experiment will succeed
Resource – The amount of resources required to run the experiment is not prohibitive
4. Design Agile Experiments Based on the High Impact Opportunities that You Have Decided Upon
Once an idea has been selected to be run as an experiment, consideration is given as to how to design the experiment.
The goal is to try and avoid large code changes, or the involvement of other teams, and to think through what is the smallest thing that can be done in order to prove or disprove the hypothesis in the shortest amount of time (usually 6-8 weeks).
5. Implement
This is where you as an organization implement the experiment.
You need to keep a record of the main steps taken to implement an experiment as this builds retained knowledge within the team. Any team member should be able to re-run an experiment based on the previously documented steps.
Being explicit with documentation also makes it easy for others to see what everyone is working on, without the need for frequent broader team meetings or conference calls.
6. Analyse / Review
Did the experiment succeed?
The team member checks to see if the experiment achieved the targeted improvement goal. The owner of the experiment then initiates discussion in the next team meeting around the analysis and learnings from their test. This often results in new iterations and experiments to add as new ideas (See Step One). Team members should record both:
Impact – the results of the experiment
Accuracy – how close the results were to the hypothesis and why