Knowing what YoY growth is is all there is to it, there is nothing more to be said about the concept itself.
It's the same thing as analyzing, for example, what your organic traffic growth was month to month, or week to week.
Or compare the results of your advertising campaigns within a given period as well.
Where the mystery really lies is how to maintain online russian phone number strong YoY growth in strategies that have Growth as their main objective.
Today we’re going to talk more about this topic. We’re going to talk about a general overview of Growth Marketing. And then, we’re going to talk about specific points that increase YoY growth.
At the end, we have a great case to help you better understand how this work is carried out in practice.
Applying Growth Marketing — consolidation or beginning of the strategy
Understanding Growth Marketing is not much different from understanding marketing itself.
All the actions, strategies and tools that Growth Marketing applies are marketing methodologies.
In fact, it is in Inbound Marketing that Growth tends to work primarily.
So, it’s not that Growth Marketing is a new methodology, or completely different from what you’re already doing in your company.
Growth Marketing is a way of thinking. We can define it as the correct and agile research and application of the main modern digital marketing methodologies.
And, at the same time, the use of data obtained from preparing campaigns, launching content, and all actions taken to inform future ones.
Growth Marketing, then, uses digital marketing as its main way of achieving results.
By understanding its application, it becomes easier to understand exactly how it differs from more basic marketing methods, even though the strategies are almost the same.
Check out, in the next items, how Growth Marketing is normally applied in companies.
And if you want to know more about the concept of Growth Marketing itself, we have a text that goes much deeper into its origins and objectives:
Product development is part of the marketing strategy
In the vast majority of cases, digital marketing is applied to the sale of an existing product.
Marketing and product, in these cases, are connected by almost nothing other than the fact that marketing is trying to sell the product.
In Growth Marketing, things are a little different. Here, the real effort is to understand exactly what product will make the company grow through marketing.
In other words: in many cases, in Growth Marketing, product design is also a marketing strategy.
And this isn’t necessarily a new strategy. In the 1940s, 50s and 60s, the heyday of direct mail advertising, it was quite common for marketers to develop their own products.
Gary Halbert explains this process in his book “ The Boron Letters .” His work began by analyzing lists of leads.
If he found a promising list, he would call on his experts to develop a specific product for that list, and from there he would start developing his cards.
We apply this in Growth Marketing today: based on a market segment, a specific product is developed.
And from that product, we can understand what specific marketing objectives it has.
Previously defined objectives
Often, digital marketing work starts with a big main objective, but one that no one has defined: increasing sales.
No one has defined it because this is the normal work of digital marketing. Generating sales has always been its main concern.
The issue is that this work of generating sales is too general an objective for Growth Marketing.
Every Growth Marketing strategy seeks to strategize steps to achieve this main objective, stage by stage in the Funnel.
So, instead of just defining “generating sales” as an objective, Growth Marketing will seek to list objectives such as:
Generate visitors through Content Marketing and Organic Traffic;
Increase organic conversion rate by a defined percentage;
Achieve a determined ROAS in paid media;
Get X leads per month in specific campaigns;
Achieve a specific CPA;
Among other issues like this. Determining objectives in Growth Marketing is always specific. There are never surprises, only indicators that are close to or far from the goal.
This is how Growth Marketing presents itself: as a series of objectives that lead to growth.
This is how any digital marketing strategy should be, due to the data-driven characteristic that the methodology offers.
Therefore, thinking about Growth Marketing is a pragmatic exercise.
It only exists because traditional digital marketing, despite offering all the tools, does not have such a strong orientation towards data-driven growth in most cases.
Pay attention to all stages of the Funnel
One of the most important points of Growth Marketing is paying close attention to all stages of the Marketing and Sales Funnel.
It is precisely in questions like this that it is easy to confuse Growth Marketing with standard Digital Marketing.
In Digital Marketing, it is quite common for the main efforts to be made at the awareness and conversion stage .
In other words — most efforts, campaigns and strategies are to capture the attention of potential customers, turn them into leads and then generate sales.
It's the classic Funnel path: we start with demand generation, then move on to lead generation, and finally we send the contact to the sales team to close the deal.