All hands on deck approach
Growth marketing doesn’t exist in a silo. Everyone in a company is working toward the goal of growth. After all, everyone wants to find more users who will engage with their product. That mission of growth is fulfilled everywhere—from product development to customer support. Every team has something to share that can inspire a new way to draw in and delight users.
Your marketing team becomes a hub where data from other teams is combined and analyzed to help create the next batch of campaigns. Consider how teams other than marketing gather relevant marketing information all the time.
- Product development pays attention to requests for features, upgrades, and complementary product lines, and their upcoming plans and goals can be used in marketing campaigns.
- Analytics and developers track unusually high or low web or mobile traffic, data that can motivate marketing to try something new with their digital campaigns.
- Customer support is in constant contact with users, and their conversations are relevant to marketers. Customers compliment what is going well (telling you which features to highlight) and share persistent concerns (highlighting areas to work on and then remarket).
Growth marketing can begin with any source of data that spurs innovation. Use that data to brainstorm new strategies, then test those new strategies with a pilot program or an experiment to see whether they’re worth expanding.
When starting out with growth marketing, try a few different tactics, making small changes to your newsletter, emails, or social media calendar. The excitement happens when you see how these small changes impact your product engagement, downloads, or subscription renewals, giving you clues to what new direction will work best.
With today’s digital marketing capabilities, you can directly compare results from different email content, social media posts, and other marketing efforts. You can write almost any piece of marketing content in 2 ways to create an A/B test.
For instance, you might try 2 versions of your email newsletter, the first emphasizing a certain feature of your product and the second emphasizing a different element. These different versions form the A and the B of A/B testing.
In this case, you would set up each test email to go out to a portion of your mailing list—maybe you split it in half or send one version to a small sample. You should also set the metric or goal you’re trying to meet with this test. Are you looking to increase open rates? Decrease unsubscribes? The test results will show you which email helped you meet those marketing goals so that you can direct your efforts to the winning email.
Maybe more people clicked on the link in email A, but a higher percentage of people actually purchased after clicking through to the feature highlighted in email B. This is valuable data! It indicates that certain users are more likely to follow through and purchase, and those users prefer email B.
Data like this can become part of a long-term strategy of continuous improvement, where you compare your old best strategies with new ideas. You’ll need to know what’s been tried before, so make sure you track your efforts.