As opposed to other marketing strategies that approach single pieces of the content marketing funnel, a growth marketing strategy involves the entire marketing funnel.
This inherently creates a lot of problems for marketing teams, but those that are able to execute well on these strategies are able to maintain impressive rates of growth, along with high customer engagement and retention.
So, what are some solid growth strategies for your online marketing campaigns in 2019?
We created this guide to growth hacking in order to expose you to some of the most effective ways to grow your brand online, in order to help you become better marketers.
But first, let’s answer a few growth marketing FAQ:
What is Growth Marketing?
Growth marketing is the idea of focusing your marketing campaigns to address all parts of the marketing funnel, rather than just the top of the funnel, as some digital marketing strategies suggest. The main purpose of it, as you could have guessed, is to focus on growth. But also one of the main goals of growth marketing is to focus on retention. Sometimes, it is also referred to as acquisition marketing.
How Does Growth Marketing Stand Out?
Before you learn growth hacking, you need to understand how customers are attracted to your site, and how they interact with your content once they are there. This involves and understanding of the marketing funnel.
The marketing funnel includes the following stages:
However, until growth marketing really began to revolutionize online marketing, a large focus was put on blog content and other online content that focused on the top of the funnel:
The top of the funnel is important, but is entirely useless if you cannot activate your users, causing them to come back, make purchases, and refer you to new leads over time.
So, growth marketing places more of a focus on not just growing your audience but retaining them once you have done the work to get them there.
This is extremely important for expanding your audience into entirely new categories and demographics. It is also very profitable. Improving the retention of your long term audience members can have massive results on your content marketing ROI over time, improving the long term value of your website visitors and community members many times over.
Now that you know a bit more, let’s explore how can you build a growth marketing strategy for your business in 2019.
8 Effective Growth Marketing Strategies for 2019
These growth marketing strategies will help you skyrocket your lead generation, improve your brand awareness, and strengthen your overall marketing funnels in 2019.
1. Do Not Focus On Sales
It sounds counter-intuitive, but one of the major problems that a lot of B2B and B2B companies run into when trying to build a content marketing strategy is that they focus too much on getting a sale. When focusing on digital marketing growth, you should always put your audience’s informational needs first.
That is why this is our #1 digital marketing tactics for growth.
In today’s day and age, consumers have become jaded to a lot of company’s messaging. So much so that according to a study done in 2018 by HubSpot, 93% of people required a piece of custom content before making a purchasing decision.
On top of this, it took an average of 8 touchpoints for B2B buyers, and 5 touchpoints for B2C buyers to make a purchasing decision.
This means that even if you have the best quality content in your industry, and target your audience perfectly, it should still take at least five touchpoints with your visitors to make a sale.
So, it is essential that you stop focusing on the sale, and start focusing on providing actual value to the people who are visiting your site. This not only gives them a reason to come back, but a reason to begin building trust in your brand and associating it as a thought leader in your industry. This is one of the best growth hacking tactics I can give you.
Instead, Focus On Quality
As you mentioned briefly, you want to begin focusing on quality of your content.
You also want to focus on producing content that fits each segment of your audience. This is what makes understanding your audience one of the most important things in digital marketing.
We won’t focus on this too much, but the idea is to create unique buyer personas that identify each key segments of your target audience. From here, you want to begin developing content based on their problems, objections, needs, and where they are in your sales funnel.
Like we explained earlier, the marketing funnel is the lifeblood for your growth marketing strategy. It is what enables growth marketers to be so effective at generating and retaining highly qualified leads for their website.
To learn more about specific content marketing strategies for each stage of the B2B marketing funnel, check out this extremely detailed blog post. Online marketing growth focused on building communities is what builds brands that stand the test of time.
2. Obsess Over Data
I’ve said it once, and I will say it again. Without data analytics, the modern marketer is about as effective as a caveman banging two rocks together hoping to make fire. Growth hacking plans need to be based on hard data to make informed decisions, and use marketing spend wisely.
Especially when it comes to growth marketing, you need to be highly focused on the data from your online marketing campaigns, and interpreting this data in order to make changes to your campaigns that can have massive effects on your lead generation and customer retention.
While there are literally hundreds of different metrics that you can use in order to improve your content, focusing on these key ROI metrics will help you be very effective with your growth marketing efforts:
By optimizing your content in order to inspire your audience to take the desired action, you can drastically improve your sales funnel in order to remove leaks, where customers may escape, and also gently push them through your funnel by studying how they flow through your site.
By finding out what pages are doing the best for specific searches, you can identify which ones are relevant to each one of your audience segments. From here you can place other relevant content on these pages, which can be used to generate contact information for your audience in exchange for more value.
3. Test, Test, Test
If not using analytics makes you a caveman banging two rocks together, then not using analytics data in order to run A/B tests is the equivalent of not remembering which two rocks you used to make fire.
Once you have this analytics data, it is absolutely essential to the success of your content marketing strategies that you begin to test what works and what does not.
Some of the best ways to A/B test your content are:
There are plenty of other platforms that you can use in order to test you are marketing funnels, but these are four of the ones we use most. Personally, I prefer to use Google Duo.
The beauty of split testing is that it allows you to send a certain portion of your website traffic to a specific version of the desired page. This allows you to test multiple versions of the same page side by side in order to compare which ones work, and which ones do not.
Over time, this allows you to gather a large amount of data, which can help you find the best recipe for converting people on your landing pages, and sending them through to other related pieces of content. Once you have made the content, marketing for growth is all about data, and finding what works.
Once you have selected right software to use, it is time to start testing. But what should you be looking for?
Test Your Title Tags
When it comes to paid campaigns especially, your title tag might be the single most important thing you can edit in order to improve your search rankings, and increase click-through rate.
Test Your CTAs
The next most important thing is improving the calls-to-action on your site. Something as small as changing the color, wording, location, and sizing of your CTAs can make a massive difference in conversion rates.
Test Your Images
All humans are visual learners. He has been shown that blogs with just one image get on average 96% more blog traffic than those without images. The same effect has been noticed for landing pages and other types of content.
The better your visuals, the better your message will resonate with your user, and the more you will be able to grab their attention towards the main points of your page.
Test Your Headers
Alongside your title tags, your headers are also extremely important when it comes to landing pages and paid campaigns. People need to know exactly why they lived on their page, what to expect, and what to do next.
Test Your Forms
Contact forms are one of those sneaky elements of websites that are often overlooked when it comes to split testing. However several studies suggest that there is an Optimum length for contact formed between 4 and 7 input boxes, and that contact forms which gently walk people through the process are far more effective.
4. Focus On the Buyer’s Journey
Like I mentioned earlier, growth marketing focuses on the entire marketing funnel. This means that your content from start to finish has to be focused on exactly where someone in your audience is in your funnel, and how you can guide them to the next stage.
Content Calendars for the Win
One of the best ways to assure that you have created content for each one of your buyer personas at each stage of the buyer’s journey is to create a content calendar.
This doesn’t require any fancy software, or hiring three new members of your team to manage it, all you simply need to do is start a Google sheet that has the following information:
When trying to think of content ideas, it is best to refer to your buyer personas. For each buyer, you should have a wide list of questions, needs, problems, and preferences that they have.
From this information, you can begin to stitch together a unique content strategy for each one of your audience segments. This is the best way to achieve organic growth with your marketing campaigns.
If you are having trouble coming up with ideas for your blog content, check out this awesome guide we wrote.
5. Balance Paid And Organic Search Strategies
I’ve always been arguments between content marketers and digital marketing agencies about weather paid advertisements, or organic search are more effective in terms of return on investment.
When you break it down, creating custom content for your audience ultimately generates about three times more traffic for just 62% of the cost of paid ads (Hubspot).
But, this does not mean you can completely take paid advertisements out of the equation. In fact what it really means is that you need to learn how to effectively balance both paid and organic search strategies in order to be effective at growth marketing.
Much like the quality vs. quantity argument when it comes to creating blog content, quality is a prerequisite for Success. This means that no matter how much money you have to spend on paid campaigns, if you fail to provide value with your blog or video content, you will never see the ROI you are looking for.
Marketing for business growth needs to be precise, and it needs to have the right amount of attention to all types of digital marketing.
Some quick tips that will help you balance your online marketing budget are:
6. Retarget Your Audience
As I briefly touched on earlier, it takes an average of 5 to 8 touchpoints with a customer before they are ready to make a purchasing decision.
This means that you will have a large portion of your audience who comes to your website once, only to never return. UNLESS you retarget them.
The beauty of retargeting campaigns is:
Because these people have already come to your site once, they are not only highly qualified, and probably ready to make a purchasing decision within the next six weeks, but they are also extremely easy to reach again.
This gives you a high level of control over the messaging of your content, because you would know exactly who these people are and what audience segments they belong too. As a growth marketing manager, if you are not retargeting your audience, you are losing out on a massive portion of your future conversions.
7. Develop Your Brand Story
One of the best ways to grow a brand online is to tell a compelling and authentic story.
Well this may sound to be on the corny side, it is actually an extremely big deal and important topic in 2019.
Just how important you ask?
Well, a study done by LabelInsight, 94% of consumers said that they are more likely to be loyal to a brand when it commits to full transparency.
But even more importantly, a similar study done by SlideShare showed that 80% of consumers said authenticity of content was the most influential factor when following a brand and joining their community.
But get this, 45% of people in a survey done by BuzzStream said they would stop following Brands which marketed themselves too often on social media.
When taking into consideration together, these stats make a remarkable argument for why branding is so essential to a successful growth marketing campaign.
The best part? Telling the story of your brand should be one of the easiest part about creating high-quality content. Just be authentic. Take parts of your story, what you have learned along the way, mistakes you have made, and amazing experiences you have had and share them with the world around you.
8. Use Upsells and Downsells
I can honestly say that until I became aware of ClickFunnels, I was never truly aware of the power of upsells and downsells in marketing.
But as soon as I did, a light bulb went off in my head.
Mastering the Downsell
Let’s say you run a B2B consulting agency. Your firm offers high tech resources to companies on a monthly basis.
For a long time you have focused on building up your blog so that your website has a large amount of organic search traffic. Each month this results in thousands of visitors to your website.
The only problem is, only about 20% of them are actually people who are in positions at companies who can afford your services. Does this mean that the other 80% of your website traffic should go to waste?
Of course not. What it means is that you need to find a way to develop resources which this majority of your audience can afford, and would be willing to pay to consume.
This type of downsell can come in many different formats:
The downsell serves two main purposes: it allows you to still monetize the traffic from users who may not qualify for your primary service or product, and it allows you to get contact information from potential leads by giving them more value.
Depending on how much value they had, you can price them accordingly. Something as simple as an ebook or a short webinar can be given for free in exchange for contact information, and something more complex like an online course can easily be sold at a fraction of the price of your main service offering.
Upselling Like A Boss
Last but of course not least is the upsell. This is where extremely successful growth marketing campaigns make a majority of their bread and butter.
If you have clients who are willing to pay thousands of dollars a month for your product or service, and they are satisfied, the chances are that you could very easily offer them an additional service or product which they would be willing to pay for.
This can also work with the other 80% of your blog traffic that we mentioned earlier, by offering them down sells from your main services. These can also include the same type of content formats as the downsells.
But, the key here is that because you have already sold someone on something, they are far more likely to purchase again from you. In fact, Tony Robbins, one of the best salesmen of our generation, often says that the best time to sell to someone is when they have just bought something from you.
Both upstairs and downstairs should be used in your marketing funnels, and organically within your content. You want to be sure to not overwhelm your audience with promotions, but to also give them ample opportunity to become aware of them, and act on them if they are interested.
Wrapping it All Up – How to Become a Growth Marketing Expert
Now that you have a in-depth understanding of some highly effective growth marketing strategies for 2019, it is time to put them to work.
You sure to constantly Test new ideas, refer to your analytics often, produce high-quality content, segment your audiences, and give yourself plenty of opportunities for upsells and downsells.
If you are looking for ways to learn more about growth marketing, digital marketing, content marketing, blogging, and SEO, be sure to check out our blog for daily uploads.
Also, check out our Content Marketing School for more helpful online marketing content. It includes daily videos and blogs, as well as in depth online courses which cover a wide breadth of important content marketing concepts.