To grow quickly and efficiently, there is nothing better than growth marketing. This atypical marketing approach will allow you to quickly identify opportunities and levers for acquisition and conversion. To deploy such a strategy, however, you need to equip yourself with the best growth marketing tools.
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What is growth marketing?
Growth marketing is a special marketing approach. It is based on testing. In growth marketing, the most important thing is to identify the digital levers that will accelerate growth. The latter must be sufficient to achieve your objectives.
This vision of marketing is based on testing and learning. It uses A/B tests, SEO, SEA campaigns, or qualitative content to find sources of growth. The data collected allows the strategy to be redirected at any time if necessary.
Implementing your growth marketing strategy requires:
- Identifying areas for testing and optimization
- Developing hypotheses to improve processes
- Deploying tests to evaluate the hypotheses
- Analyzing the data collected and repeating the cycle
Note that this testing approach can be applied to all stages of a conversion tunnel. This applies to both inbound marketing and outbound marketing:
- Identification of keywords
- Setting up an editorial line
- Deployment of a content marketing strategy
- Creation of landing pages
- Natural referencing strategy
- Paid search strategy
- Deployment of email marketing
- Creation of satisfaction surveys
In summary, it can be said that the priority of growth marketing is pragmatism. Testing allows you to quickly identify the best practices to achieve your objectives. Thus, growth marketing will use all available digital channels to drive traffic to your website, boost conversion rates, and build customer loyalty.
Why do startups need growth marketing?
Startups have a small budget and need to break into their market quickly. For this type of company, marketing, and communication must bring results in the shortest possible time. For this reason, growth marketing is perfectly suited to the needs of these types of companies.
Growth marketing is ideal when budgets are tight. With growth marketing, many growth levers can be identified and activated. Marketing campaigns can then focus on the most promising and profitable channels.
The growth marketing approach is summarized with the AARRR matrix:
- Acquisition - attracting leads
- Action - converting leads
- Retention - building customer loyalty
- Recommendation - turning customers into ambassadors
- Revenue - each user or customer is an added value
The method is therefore global and allows action to be taken throughout the conversion tunnel and the customer journey.
As part of a startup’s digital marketing strategy, growth marketing will be used to:
- Precisely target the market’s expectations
- Set up a competitive intelligence
- Boost the engagement of the target audience
- Generate high traffic
- Deploy a strategy on all available levers
- Measure performance indicators
- Measure the ROI of the strategies implemented
So, growth marketing will allow you to reach your potential customers wherever they are. The test and learn approach will allow you to combine efficiency and cost control, which is essential for a startup. In addition, it allows you to diversify your marketing mix and adapt your strategy at any time to maintain rapid growth.
What tools enable an effective growth marketing strategy?
In order to reach your targets, develop an effective action plan, and build a growth marketing strategy, it is necessary to acquire specific tools. These are of course very distinct in their uses, as growth marketing deals with the entire sales tunnel.
The SaaS software Hootsuite is specialized in the management of social networks. Social media can be centralized via Hootsuite, which is an essential step in building brand awareness. Via the dashboard, it is possible to manage a collaborative editorial calendar, manage and optimize ads, but also create a library of branded content for your entire company. This makes Hootsuite the ideal platform for keeping in touch with your prospects and customers and fostering engaged communities.
Designing nice, impactful landing pages is key to improving your conversion rate. Instapage allows you to create high-quality landing pages in a matter of moments using an easy-to-use editor. What’s more, no technical knowledge is required for this creation process. This means that all your employees can participate in the creation of successful landing pages. In addition, the platform integrates A/B testing functionalities that are essential for a growth marketing strategy. With Instapage, you’ll have no problem improving your web acquisition rate.
ProspectIn
Prospecting on LinkedIn is strategic for many startups. ProspectIn is one of the most relevant marketing tools to segment your audience and reach a qualified target on this social network. Once you have set up a prospecting scenario, the software automates the entire contact process through marketing automation. This saves you time while identifying more prospects. Thus, ProspectIn is an indispensable ally for a strong growth of your company.
What is the difference between marketing and growth marketing?
Marketing is defined as a set of techniques implemented by a company to sell its products or services to a specific target market and customers.
While growth marketing aims to achieve the same objectives, it differs in its methods. First of all, the time frame is not the same. In growth marketing, the idea is to go fast. For a startup, this means not wasting time or money unnecessarily.
Entirely focused on efficiency, growth marketing will test strategies or different growth levers, identify the most promising and exploit them. In addition, traditional marketing only focuses on the first two stages of the acquisition tunnel, i.e. the awareness phase and the acquisition phase. Growth marketing, on the other hand, takes into account every stage up to the loyalty and promotion of the brand.
Growth marketing is therefore more pragmatic, more integrated, and more comprehensive.
