th Marketing: The Power of Growth

Growth marketing is not just a buzzword. It’s a strategy that can transform your business. Growth marketing is a strategy that can transform your business, whether you are a new marketer or an experienced one. It can open up new possibilities, reach more customers and help you achieve sustainable growth. We’ll walk you through the main principles and tactics of growth market and then show you how you can apply them to your business.

Let’s get started with growth marketing if you want to boost your marketing and propel your business forward!

What is Growth Marketing and Different from Other Types of Marketing?

Marketing has traditionally focused on customer acquisition and brand recognition. It didn’t pay much attention to what happens after a customer joins. Growth marketing strategies focus on the entire funnel.

Growth Marketing Defined

Growth marketing refers to the process of helping potential customers navigate every stage of the sales funnel with relevant content. Growth marketing does not just focus on acquiring new customers. It also includes strategies that help customers stay loyal. It is possible to increase revenue, retain customers and raise brand awareness all within a small advertising budget.

The Four Stages of Growth Marketing

Traditional marketing is linear and focuses on customer acquisition, awareness, engagement, as well as customer acquisition. Growth marketing, however, uses a cyclical approach that focuses on attracting and engaging customers, retaining them, and referring them.

We’ll use Swytch Bike from Instapage to walk through each stage.

Stage 1- Attractspan styling=”font-weight 400 ;”>: Attract is a stage that focuses on the awareness stage. It is the very top of the funnel where visitors are just starting to learn about your brand/product/service.

Swytch’s Attract stage is heavily funded by the team. All content is produced in-house, so the team has complete control over the creative process. They discovered that landing pages are more effective if people can think about how they would use the product and what they get from it. The Swytch marketing team changed a product-focused image to this sunset lifestyle image. This resulted in a 5% increase in CVR.

Stage 2: Engage : This stage is where customers are purchasing your product or services.

Swytch makes sure they create compelling stories at this stage. Swytch knows that many people believe eBikes are too expensive. The team rewrites that assumption with the headline “Why do eBikes have a high price?”

Swytch takes engagement to the next level by optimizing their mobile pages, as a large percentage of their traffic comes via mobile.

They don’t use the “Buy Now!” CTA to convert. They use “Next” instead of the traditional “Buy Now” CTA because it is less intimidating and easier to click. A live sign-up count pulls through on the page to leverage FOMO and create FOMO.

Stage 3: Retainspan styling=”font-weight 400 ;”>: You should be focusing on re-engaging your existing customers. This can be as simple as ensuring that your customers are being cared for at the right time, when they need it. This can include listening to customer feedback and engaging customers to ensure they are using all available tools to their advantage.

Swytch employs a range of retention activities to make sure their customers have an incentive to check in. Some of these retaining activities include:

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  A Swytch Bike Upgrade Kit
  
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  Investing into a strong customer service team
  
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  Utilize their mailing list to receive new product announcements
  
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  Implementing customer feedback for improvements
  
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  Exclusive Offers for Previous Purchases
  
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  Using VIP Lists
  
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  Testing new engagement routes
  

Stage 4- Referralspan styling=”font-weight 400 ;”>: This stage focuses on making your customers advocates for your brand. This includes collecting reviews and encouraging customers to share their experiences. Sometimes, incentives can be given for them to bring in solid leads or buys.

Referrals are a difficult stage for many businesses. This is especially true in the high-tech, physical product space like Swytch. Swytch has several ways to maximize referrals of any kind.

Swytch is very focused on reviews as they receive a lot press attention. Swytch also has hundreds of reviews from customers that they use as social proof during their ad to page journeys.

Swytch has also adopted an influencer strategy in order to keep it top of mind. Swytch’s newest initiative is test rides. They partner with cycle shops all over the globe and make them affiliates. How? These cycle shops get a share of every sale from Swytch. They are testing the affiliate program at retail and thinking about ways they can share their knowledge with other cycling influencers as well as individual users. These efforts could prove to be extremely lucrative, as there are more than 70,000 Swytch Bike owners around the globe who love the brand and are passionate about it.

Remember that you can return to Attract once these four stages are completed. This stage will allow you to increase your brand reach through continuing your marketing efforts and expanding your network of advocates.

3 Growth Marketing Best practices

1. Pay attention to data

Guesswork won’t get you the results you need to drive revenue. Every campaign, every experiment, and every interaction with customers should be used to improve the next. This requires constant improvement and new insights. Data analysis allows you to make rapid changes, so that you can pivot to/away from ads, channels, landing pages, or other platforms that aren’t working (e.g. Twitter) to make sure you spend your money where it matters most (and has the greatest impact).

2. You can partner with other departments in your company

Marketing is not the only responsibility for growth marketing. Each department within your company can play a part in growth marketing, including sales, product support and customer service.

Advertising is everywhere. We are all targets of marketing campaigns. Our job as marketers is to create experiences that cause people to take action and then convert. It is important to get feedback from all departments of the company in order to maximize impact and ensure that your team creates clear and actionable landing pages.

3. Personalize every ad campaign to a unique audience

One message will not be enough to reach the masses. To connect with your audience, you must speak their language. There are many options available to your customers, but they will only choose experiences that meet their needs and reflect their values. It is essential to test what resonates with different audiences. Then, use the data-driven test results to optimize )!</span.

Growth marketing is a dynamic and comprehensive approach to marketing. It focuses on customer engagement, retention and referrals, in addition to customer acquisitions and brand awareness. Businesses can create a customized strategy to guide customers through every stage of their customer journey by breaking down the marketing funnel into the attract, engage and retain, retain, refer stages. Swytch Bike’s success is a great example of how growth marketing can be applied in real-world situations. These best practices can help businesses drive sustainable growth and open up new markets.

You now know how important growth marketing is to your 2023 marketing strategy. Now you must create, personalize and track every ad to page journey. With hundreds of templates and easy testing in-app, Instapage makes it simple to create relevant landing pages that are personalized for each ad group or audience. Get a 14-day free trial to start reaping the rewards of a growth marketing plan.

Author: tess pfeifle