Growth Marketing and Why the Future of Your Business Depends On It
Marketing is a field that loves buzzwords.
Snackable, omnichannel, retargeting.
Netiquette, pain points, engagement.
Staying on top of the latest jargon can be exhausting, especially if you’re not a marketer yourself.
So, if you’re a business owner who needs marketing to promote your product or service, how are you supposed to sift through all the lingo and figure out what’s what? You’ve got a business to run, after all.
That’s why you need to find yourself a growth marketer.
Right now you might be thinking, okay great, but what the heck is a growth marketer? I thought the whole point was that I’m not up on the buzzwords?!
No worries, we’ll break it down for you.
GROWTH MARKETING IN A NUTSHELL
A growth marketer is one who has embraced the new age of marketing and all of the challenges that come with it.
In the past, marketers usually focused primarily on the top of the sales funnel, customer acquisition. The goal was to make a sale. The end.
Growth marketers know that their job extends far beyond the completion of a sale. Using a combination of data analysis and creativity they aim to drive continuous and sustainable growth for your company.
THINK OF THEM AS MAD SCIENTISTS
Growth marketers examine and experiment with every step of the user experience so businesses can fully understand their customers’ needs and rise to meet them.
Like a scientist, they have to be able to understand and draw conclusions from in-depth analytics. They must also know the limitations of analytics.
If there was a set formula for success, all marketing would look exactly the same. But that’s not the world we live in. There’s a random element to marketing and a growth marketer’s aim is to discover it.
Enter the Mad-Scientist Marketer, tinkering away, adjusting the different variables until they find that special formula for your business.
This constant experimentation is why a good growth marketer has to be a creative, outside-the-box thinker. They need to be capable of generating innovative strategies they can implement (using tools like A/B testing) and then measure the outcome.
Another reason creativity is key for a growth marketer is the ever-evolving nature of digital marketing. Being the first to envision the possibilities in emerging technology (like social media) and capitalize on them can have a huge impact on a company’s growth.
THEY’RE NOT AFRAID TO FAIL
A good growth marketer also isn’t afraid to get it wrong. Do some experiments fail? Of course.
But growth marketers know the insights you can glean from a failed experiment are just as valuable as what you may learn from a successful one.
Being bold and willing to try new things, even at the risk of failure, is a key trait of a growth marketer.
THEY UNDERSTAND PEOPLE AND HOW TO REACH THEM
As much as a growth marketer may rely on data analysis, they can’t ignore the human element of marketing. In order to reach a company’s customers, they also have to understand what makes the customer tick.
A good growth marketer has to see customers as more than just a number on a data line so they can craft campaigns and content that their consumers will find valuable and compelling.
THEY’RE NEVER SATISFIED
For a true growth marketer, their work is never done. Since their goal is continuous growth and not just X number of sales or X number of customers acquired, there’s always room for improvement.
For a growth marketer, there’s always more data to analyze and experiments to run, all in the name of driving a company’s upward trajectory.
Continuous, sustained growth is something any business owner should want. That’s why employing a marketer or marketing agency with a growth mindset just makes sense. Anything less is a missed opportunity, essentially leaving money on the table.