10. DEVELOPING A GROWTH MARKETING MINDSET
I. What is Growth Marketing?
What is growth marketing?
Growth marketing is an integrated approach to growing your business and optimizing your content marketing efforts through constant testing across marketing channels.
Which channels are opportunities for growth marketers?
New channels of opportunities are coming out to surface on the online marketing space. Channels like Facebook, Twitter, Instagram, Pinterest, SnapChat, are becoming dominat channel for sources of information.
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Who is involved in the growth marketing process?
Marketing, Sales, Customer Support, Customer success and any other division or operation within your organization.
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II. How Do You Develop a Growth Marketing Mindset?
What is the importance of a marketing funnel for a growth marketer?
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What metrics are important for a growth marketer? |
How do you find weaknesses in your marketing funnel? |
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Buyer's Journey at Awareness = Marketing Funnel - Visit and Lead
Buyer's Journey at Considerastion = Marketing Funnel - MQL and SQL Buyer's Journey at Decision = Marketing Funnel - Opportunity and Customer What are the most common weaknesses within a marketing funnel?Top of the Funnel
Not enough traffic coming to the website to make any type of conversion, like e-mail opt-in, starting a trial, downloading a content offer and so on. Conversion Rate Lot of traffic but no conversion How should you run a test?Each test should be geared towards:
1. Uncovering how much it will cost to acquire a customer through this channel. 2. Customerd available through this channel 3. Customers available in this channel who we want How should you implement a test?Once you have made a list of ideas, look at it from all possible perspectives and start thinking about implementation, resources needed.
The goal of testing is constant optimization of all the channels. Exhaust all options and get as much value as possible from all the channels. |
What is the bullseye framework?The bullseye framework is a structured 3 step approach to gaining traction. The bullseye framework will help you organize your channels and help you identify which ones help you create traction.
How does ideation work?Brainstorm ideas on how you could use this channel for traction. For example, if you were to attend conference, which conference would it be.
Or, if you were to generate a partnership with an influencer, whom would that be with. Take the time to thinkk of one idea per channel. Which parts of your organization do you need a buy-in from?
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Top of the Funnel
Conversion Rate How do you use a bullseye framework?There are 3 rings.
The center ring is the top performing channel. These are the channels that have the highest potential of gaining traction for your business. The middle ring is your secondary channel. These may not be your toop performing channels, but they have the most potential to gain traction. These are your possibility channel. The outer ring is your long lost channels. Even though these channels represent prospective opportunities to feel out, it's important to list them out. How should you organize your ideas?Google Sheets is a good place to start.
What are the some ways in which you get a buy-in from different departments?fdsfjqsfodsuforeguwugurew
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III. What Are Some of the Growth Marketing Pro Tips?
Which tactics can help improve the top of the funnel?
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What tactics can help improve the middle of your funnel ?
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Which tactics can help improve the bottom of your funnel?
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Additional resources you may find useful
- Graphic: Bullseye framework
- Blog: The Bullseye Framework for Getting Traction
- Blog: 10 Characteristics of a Growth-Focused Content Marketer [Infographic]
- Book: 100 Days of Growth | Proven Ways to Grow Your Business Fast