Blog Post | Feb 14, 2023
5 Data-Driven Approaches to Marketing for Speedy, Adaptable Growth
To rapidly grow your business through bold innovation, focus on growth marketing – a strategic approach to marketing that emphasizes relationship building, data collection and analysis, and a commitment to what comes after lead acquisition. Review these five techniques for setting your company apart from others in your space.
While there are certainly tried-and-true marketing tactics that have long performed well for integrated marketers, there are also new practices and concepts that are having a disruptive and innovative effect. Many of the companies that have made the greatest strides of late have a “technology forward” approach known as growth marketing (sometimes called growth hacking). It’s a strategy to rapidly evolve business through bold innovation that focuses on digital techniques.
Why Growth Marketing
Growth marketing uses data and digital analysis and tools to help integrated marketers identify high-value marketing methods, gaining insights that allow marketers to grow and scale their businesses more rapidly and effectively. Growth marketing also plays the long game.
Traditional marketing is campaign-based, whereas the digital efforts of growth marketing are more strategic, focusing on more than just acquisition. Conventional marketing emphasizes getting the lead in the virtual (or physical) door, but growth marketing takes a data-driven approach to building long-term relationships with customers through acquisition, conversion, retention, cross selling and upselling.
Below are five growth marketing strategies that may mean the difference between marginal growth and strategic, scalable, extraordinary growth for your small business. While many of the tactics will be familiar to you, it’s the implementation and the rich resulting data that will set your organization apart from others in your space.
Content Marketing
Build trust with prospects by demonstrating your company’s expertise, informing and educating them while engaging and building relationships through blog posts, e-books, videos, webinars, online courses and other relevant content. Use these opportunities to drive prospects to your website where they can learn more about your organization and be converted to leads (for continued outreach) or customers.
Repurpose Content
A subset of content marketing, you can also appeal to your audience and make your message go further by reusing older content. Go through your marketing archives to see what could be freshened and repurposed to tell your story. Turn blogs into social media posts or articles, animate infographics or share them in new formats, share videos across all your engagement platforms or turn lessons learned into case studies for a webinar or best practices course.
Try Hyper-Personalization
Large companies with deep pockets have the advantage of appealing to a broad audience without needing to target their messaging. But the rest of us must adjust our communications to enhance customer relationships with small groups of people. By making our messages more personal, we can drive a greater response.
Use your CRM data to identify the characteristics of your greatest prospects and use that information to craft extremely targeted messaging. Keep the goodwill going with personalized experiences through analytics, big data and automation to build enduring customer relationships and loyalty.
Make the Most of User-Generated Content (UGC)
As the name implies, user-generated content is created by users instead of brands. It generally includes user reviews, text, videos, social media recommendations and testimonials. This type of content is particularly valuable because it can be efficiently repurposed and it provides your company with instant credibility because users will believe other real people over what you say about your own company.
Invest in Search Engine Optimization (SEO)
This one requires a bit of an investment but the payoff in getting your business noticed through high ranking on search engines is worth its weight in gold. A lot of people are competing for users’ eyes and attention. With SEO, you organically increase leads to your site or landing page, furthering the opportunity to capture and convert leads.
The introduction or extension of any of these growth marketing tactics will help your business expand. Using data to show what works and what doesn’t shows your commitment to understanding the customer journey. Above all, growth marketing will help your business reach its key growth metrics.
Why Growth Marketing
Growth marketing uses data and digital analysis and tools to help integrated marketers identify high-value marketing methods, gaining insights that allow marketers to grow and scale their businesses more rapidly and effectively. Growth marketing also plays the long game.
Traditional marketing is campaign-based, whereas the digital efforts of growth marketing are more strategic, focusing on more than just acquisition. Conventional marketing emphasizes getting the lead in the virtual (or physical) door, but growth marketing takes a data-driven approach to building long-term relationships with customers through acquisition, conversion, retention, cross selling and upselling.
Below are five growth marketing strategies that may mean the difference between marginal growth and strategic, scalable, extraordinary growth for your small business. While many of the tactics will be familiar to you, it’s the implementation and the rich resulting data that will set your organization apart from others in your space.
Content Marketing
Build trust with prospects by demonstrating your company’s expertise, informing and educating them while engaging and building relationships through blog posts, e-books, videos, webinars, online courses and other relevant content. Use these opportunities to drive prospects to your website where they can learn more about your organization and be converted to leads (for continued outreach) or customers.
Repurpose Content
A subset of content marketing, you can also appeal to your audience and make your message go further by reusing older content. Go through your marketing archives to see what could be freshened and repurposed to tell your story. Turn blogs into social media posts or articles, animate infographics or share them in new formats, share videos across all your engagement platforms or turn lessons learned into case studies for a webinar or best practices course.
Try Hyper-Personalization
Large companies with deep pockets have the advantage of appealing to a broad audience without needing to target their messaging. But the rest of us must adjust our communications to enhance customer relationships with small groups of people. By making our messages more personal, we can drive a greater response.
Use your CRM data to identify the characteristics of your greatest prospects and use that information to craft extremely targeted messaging. Keep the goodwill going with personalized experiences through analytics, big data and automation to build enduring customer relationships and loyalty.
Make the Most of User-Generated Content (UGC)
As the name implies, user-generated content is created by users instead of brands. It generally includes user reviews, text, videos, social media recommendations and testimonials. This type of content is particularly valuable because it can be efficiently repurposed and it provides your company with instant credibility because users will believe other real people over what you say about your own company.
Invest in Search Engine Optimization (SEO)
This one requires a bit of an investment but the payoff in getting your business noticed through high ranking on search engines is worth its weight in gold. A lot of people are competing for users’ eyes and attention. With SEO, you organically increase leads to your site or landing page, furthering the opportunity to capture and convert leads.
The introduction or extension of any of these growth marketing tactics will help your business expand. Using data to show what works and what doesn’t shows your commitment to understanding the customer journey. Above all, growth marketing will help your business reach its key growth metrics.