The little changes are often the ones that can make the biggest differences when it comes to growth marketing. Smaller changes can make it much easier for you to implement them, giving you a better chance to grow and expand as a business successfully. There are hundreds of little changes that you could make with your growth marketing but here are 7 that could, in particular, make a big difference for your business.
Using an Inbound Marketing Approach to Growth Marketing
Inbound marketing is marketing focused on attracting customers to you through relevant, helpful content and adding value for them at every stage in their buyer journey. As a company, you will find ways to connect with customers one to one, in order to create long term relationships with lasting impacts.
This approach works so well with growth marketing because of the trust and loyalty it can build between you and your customers. Everybody knows companies are there to make money but by making people feel like money isn’t your first and only priority as a business, they are more likely to trust that you are actually there to help them first.
Mapping Your Buyer Journey
It’s important to target people in a way that makes sense in regards to where they are in the buyer’s journey. In doing this it helps build a brand to customer relationship and establish trust between you and your customer, which will have multiple positive benefits to your growth marketing.
Buyer Journey Stages
- Awareness – When prospects are realising they have a problem that needs to be solved.
- Consideration – Prospects are aware of their problem and are researching the options they can utilise to solve their problem.
- Decision – Prospects have evaluated their options and have decided which solution to take in order to best solve their problem.
When you map out your buyer’s journey before you produce content, you can make sure you are providing relevant and useful content to people at the right time. In doing this, the customer will see you and your company as an option when they are in their consideration and decision stage. Being useful to people and giving purpose to your marketing will build trust between you and your customer (a vital part of growth marketing) and in turn, this can create brand loyalty.
Understanding Your Ideal Buyer Persona
Your ideal buyer persona is a semi-fictional representation of your ideal customer aka someone who is visiting your website and is considered quality traffic. In order to find out who your ideal buyer persona is, you need to conduct market research and evaluate real data in order to accurately see who is most likely to purchase or find your services useful. Figuring out who your ideal buyer persona is can inform and steer an effective brand strategy.
To the customer, your company should be able to provide them with exactly what they are looking for to solve their problem. Creating and understanding your buyer persona allows you to focus on the right customers and what they need from you in order for them to consider you as an option in the decision stage of their buyer’s journey. Providing relevant information or services that they will find useful can build a good reputation for your brand and increase the trust your customers have with your business.
Understanding who your ideal customer is gives you the knowledge you need in order to know how best to target them. Knowing how to target them can help you with working out when and how is the best way to advertise in order to get their attention. You need to know who you are targeting before you can figure out how to successfully target them in order to better your growth marketing strategy.
Collecting Mailing Lists (and keeping in touch with people!)
Collecting mailing lists of your customers allows you to have direct contact with them. Keeping in touch with customers is so important for growth marketing. It makes it far more likely that they won’t forget you exist and reminds them that you’re an option to come back to fix any future problems they may have.
Retaining a customer costs far less than it does to gain a new customer, so creating regular touch-points with your current customers helps to keep your brand top of mind and sets the expectation that your customers will hear from you on a regular basis. However, be sure not to over-communicate! Sending too many emails or posting too often on social media can be seen as annoying or spam and if you get it wrong you’ll put customers off coming back to buy from you in the future. This is different for all.
Creating automation can give you a competitive advantage and make campaigns much easier to keep up with. Automation allows you to enhance your marketing by increasing a campaign’s scale and tailor content that is even more personal for customers. Automations can respond to customer behaviour triggering emails related to that action. These quick and consistent responses to customer’s actions are what can take your business up to another level.
Automation usually comes with reports and analytics so you can see how effective you’re being in a short space of time. Having insight into how well campaigns are doing lets you see which areas of the campaign you need to improve and what aspects are most effective to your business goals. Automations can show you where the biggest growth areas are in your business and help you move on them quickly.
Delivering the Right Message, at the Right Time in the Right Way
By using your knowledge and the understanding of your buyer persona you can work out what message to deliver. Nothing is more helpful to a customer than being shown the right information at the right time, it helps to build trust and rapport with the brand. It also means, as you collect more data (Google Analytics, Hotjar etc) you can get to know your customers better and give them information in the right way for them – that could be video, email, live chat or a telephone call. It’s all about matching the right communication with the right moment.
As an example, someone looking for more information on car finance doesn’t want a phone call from a salesperson about buying the latest model – they clearly aren’t ready to buy straight away. However, if that same person was offered a brochure to download about car finance options they may exchange their email address to receive the brochure and the brand then has a way to keep in touch with that visitor and be useful again in the future.
Different platforms have different tones of voice that are more effective, knowing which platform your persona is on allows you to tailor your tone of voice to match the platform and them.
Calls To Action (CTA)
You need to be using the right call to actions that suit your prospect and not just your company. The CTA you use needs to be relevant to the information you are giving them and isn’t more focused on making a sale than helping the customer. For example, having a blog that is providing information on email marketing but using a CTA that encourages them to purchase a guide about content marketing isn’t likely to get a click. In this instance, content marketing might bring in more customers but a visitor reading about email marketing, is looking for answers about emails, not content, so this call to action wouldn’t be relevant to them.
Not only do your call to actions need to be relevant to the prospect and the information you are providing for them, but they also need to be placed right. CTAs need to be highly visible and in a spot where it makes sense to the reader. For example, in a blog, the CTA would be best at the bottom once the reader has finished, so they have somewhere to go next. Whether that be another blog with further information, your contact page so they can get in touch or a product that they can buy. Putting the call to action right at the top before they have even read the blog wouldn’t be effective as it wouldn’t make sense to them yet. The CTA also needs to be quite large in order to draw the reader’s attention and ensure they see it.
Make The Changes
Now that you have plenty of information on how to implement changes, and why it would be useful to you, it’s the perfect time to get started. Creating a buyer persona for your business is a great place to get started with your growth marketing. There are plenty of online resources such as buyer persona templates that can help you map them out. Once you have that, working out where customers are in their buyer journey can really help to target your prospects appropriately, at the right time and in the right way.
All this information can seem like a daunting amount of changes to implement but by focusing on one at a time, you’ll find these little changes can make a massive difference to your growth marketing. If you are in need of some professional guidance when it comes to making changes to your growth marketing, get in touch with some experts! We can help you successfully improve and grow your business.