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Growth Marketing – How To Expand And Retain Customers Throughout The Customer Journey

TechnologyGrowth Marketing - How To Expand And Retain Customers...

Growth marketing is a data-driven approach to increasing customer acquisition, retention, and revenue. It takes a holistic view of the customer lifecycle and involves testing, analyzing, and optimizing campaigns. Successful growth marketers are jacks-of-all-trades, and on any given day they could be creating video content, optimizing ad copy, or coding an A/B test. They understand that failure is just a step in the process and are open to experimentation.

Engagement-Focused Campaigns

Engagement marketing is a new approach to marketing that goes beyond traditional one-way communication and focuses on building relationships and fostering loyalty. This type of marketing helps companies create valuable experiences for their customers, leading to brand awareness, customer satisfaction, and ultimately, business growth.

Brands that practice engagement-focused campaigns often use content to entice consumers to interact with them. This can be done by using social media, email or a combination of both. Great examples include blogs, videos and product demonstrations.

Ultimately, engaging-focused campaigns should provide valuable information to the consumer and encourage them to follow the company on social media or sign up for updates.

Ideally, businesses should make full use of the data at their disposal in order to deliver personalized experiences that will resonate with the target audience. This may require a strong understanding of demographic data, customer behavior and preferences, and leveraging CRM systems to analyze the data.

Experimentation

Successful growth marketers are always on the lookout for new marketing channels and tactics. They are open-minded and willing to experiment, and they are not afraid to take risks. They are also able to analyze and interpret data in order to optimize their strategies.

 

While traditional marketing focuses on the top of the funnel, acquiring new customers, growth marketing is focused throughout the entire customer journey, from awareness to retention and revenue. This is a much more customer-centric approach and requires cross-functional teams that include branding, product marketing, engineering, and design.

In addition, successful growth marketers are not afraid of failure and know that every failed experiment can provide valuable learnings. They are able to take those lessons and apply them to their future campaigns. They use the A/B or multivariate testing model to understand what works and what doesn’t. For example, they might test a different copy or call to action on a blog post to see which version increases conversions and engagement.

Trackable Metrics

Effectively tracking growth metrics is a crucial aspect of the process, as it helps companies stay on track to achieve their objectives. Moreover, it provides insights into marketing campaigns that are working and those that need improvement to drive measurable success.

Some critical metrics for tracking growth include monthly recurring revenue (MRR), customer acquisition rate (CAC), and lifetime value of a customer (LVR). The first two metrics provide a bottom-line view of how well a company’s lead generation strategies are performing.

Meanwhile, the LVR metric gives an indication of how much profit potential customers have with a business. This is a vital metric for subscription-based businesses, which can be used to optimize pricing and upselling strategies. Tracking these key metrics can be done through spreadsheets or more comprehensive analytics tools, which offer more in-depth data visualization and deeper insights into specific marketing channels. Daily or weekly check-ins can help businesses detect small, granular changes that contribute to metric improvements, while monthly check-ins give a more holistic overview of the metric trends.

Scalability

Scalable growth allows businesses to increase revenue without a corresponding rise in overhead. This allows businesses to invest profits back into marketing campaigns and product development, enabling them to achieve their long-term goals.

To implement a scalable growth strategy, it is important to understand how your business functions. This includes understanding your customer journey and how each phase of the cycle impacts marketing efforts. It is also essential to have an open mindset, as the latest trends and tools may impact the success of your business.

In addition to being data-driven, a scalable business must have talented teams that are capable of handling exponential customer growth. Additionally, a scalable business should have documented processes that can be easily replicated by new employees. This ensures that each team member is on the same page with regard to expectations and provides consistency across channels.

Conclusion

While traditional marketing focuses on top of the funnel (acquisition), growth marketers also work to expand and retain customers throughout the customer journey. This includes cross-channel and engagement strategies like upselling and referrals. Growth marketers are constantly trying new things to find ways to grow their business. They are open to new channels, tactics and ideas based on customer feedback and analytics.

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