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Do's and Don'ts: Growth Marketing Hacks


read time:

3.5 min

Growth Marketing

“Growth marketing” is about the bottom line.

Its approach centers on using brand knowledge collected by traditional marketing, but then design a campaign around the bottom of the marketing funnel. Put your idealist marketing dream away for a moment and think like a financial advisor. Acquisitions, sales, dollars on the hour. At the end of the day, we all go to work to make money, right? Learn how the role of the “growth marketer” is becoming a more popular role with many brands:

Growth Marketing Do’s: Connect marketing to sales.

Do: Marketing and sales teams should collaborate before drafting long-form content so that goals are clearly aligned

A blog is a great addition to almost any website. But many website viewers have short attention spans. Keeping content interesting, (for more than just the data nerds) usually needs at least two editors. Make sure a clear goal is included that drives users to convert and produce sales.

Put thought into exactly what is being said and how the page looks, since 94% of website first impressions are affected by a lack of interest or aesthetics.

Do: Choose customers that are the best fit for your brand

Marketing and advertising campaigns are great tools. Don’t point them at “low-value” customers. That is, customers who aren’t your ideal, repeat, advocate customers. This is especially true for a brand that is service-based. Not only could you disappoint a customer that is not the proper fit, you could also create a bad social reputation. And cause you grief in the process.

Do: Use social media to showcase the thing your brand does best but don’t oversell

As a growth marketer, it may be easiest to try to sell a minor service that your brand offers. But is that what your team does best? It’s crucial to connect with your entire team to make sure you’re putting forth growth strategies for what THEY want to put forth.

Research social media services to see which platforms make sense for your services. For example, trying to reach certain demographics on LinkedIn is harder than you think. Listen to this episode of the Your Brand. Your Story. podcast featuring life science marketer and LinkedIn expert, Eric Southwell to learn whether or not LinkedIn is an appropriate channel for a growth marketing campaign.

Be responsive and proactive: 86% of consumers state that they will abandon a brand if they have even one negative customer service experience.

Do: Get to know the players in your marketing and sales space

Networks are a great way to expand professional development. As a growth marketer, it’s important to establish oneself as a leader in your space. Conferences, podcasts, and events might initially serve to expand your network, but eventually, you may be speaking or recording to gain notoriety.

Growth Marketing Don'ts: Avoid these pitfalls to drive more sales.

Don’t: Forget about your loyal, acquired customers

Sales are important. Repeat sales can be even more important. Not only for the profit, but for the reputation of your brand. How will previous customers feel about your brand if once the sale is complete, they never hear from you again? There are multiple ways to set up an automated lead nurturing strategy. Read more in this article from Adobe.

No need to flood their inbox with emails three times a day, but a monthly newsletter or follow-up can go a long way to show your customers they haven’t dropped off of your radar. And not just in morale, but also ROI.

Don’t: Limit a brand to one social media channel

Different social media channels have different audiences. Not all of them may be right for your brand, but diversifying and experimenting can certainly lead to different types of sales. There’s no reason to limit your strategy to just one or two channels until your growth marketing research says otherwise. For example, if your target audience is under the age of 24, Facebook is probably not the way to go since only 8% of their users fall into that category. As a freshly hired growth marketer, it’s ok to experiment but design those experiments with background knowledge of different channels.

Enlisting the help of a paid strategy to go along with organic posting can be a one-two punch. Algorithms on social media platforms can not only expand sales, but brand awareness and audience reach, as well. Algorithms are constantly changing. The rules are steadfast, (for the moment) not arbitrary. Staying apprised of the situation will help keep growth strategies organized, and help to communicate the right information to a sales team.

Don’t: Allow overwhelming data to cloud the objective

Make sure your brand has a pointed goal and that it’s realistic. Some businesses have experienced growth during COVID and expected continued growth as we come out of it. Expectations should be managed using the data available. Once goals are set, figure out the best way to use the data to measure them. Data is just data until someone evaluates it with a set of measurements that actively lead to the desired outcome. Communicating the goals and data-based insights to the rest of your team will lead to the growth of your brand.

Growth Marketing
Janelle Zacherl

July 8, 2022