Companies nowadays often use growth marketing strategies so that their business can grow quickly. So, this strategy is based on the premise that successful marketing is about more than just peaking the marketing funnel and lots of new customers. But the process is more aimed at getting customers who can last a long time later. This strategy is proven to be able to turn consumers into loyal customers. That’s why many companies are increasingly interested in using it.
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What is Growth Marketing?
Growth marketing is a marketing strategy that combines performance marketing with brand marketing strategies. The business will get customers matching the business criteria if done correctly. For this reason, consumers usually buy a product or service once and become loyal customers.
The marketing team designs strategies and trials to get targeted customers. A growth marketing strategy is marketing that focuses more on marketing data and does not place too much emphasis on creativity. The purpose of conducting trials is to increase business growth.
In trials, growth marketers are not likely to fail. Even to market one product, you may have to fail several times. Growth marketers must have other solutions or better backup plans to deal with failures.
Growth Marketer Responsibilities
If a company uses a growth marketing strategy, its marketing team will be referred to as a growth marketer. Their responsibilities are divided into 4, among others:
1. Customer Research
Growth marketing aims to find customers that match the target product or company brand. Therefore, the main task of a growth marketer is to research to find out various information about the needs of their consumers. Currently, research can be done on various online platforms, for example, on the company’s official website or social media.
It would be much better to interact directly with customers via telephone. Another way that is considered more practical is via email. Companies can get in-depth information rather than just interact on social media in these two ways.
Research on consumers is carried out by growth marketers every day. They will check consumer wants and needs in daily activities. Consumer aspirations coming from various platforms must be filtered as strictly as possible. This information can be used to develop or improve future products or to change promotion strategies with more appropriate strategies.
2. Brand Marketing
If the product is to be launched, the growth marketer’s job is to increase brand awareness. Especially in the target market according to the brand. The methods are very diverse. You can choose one. Growth marketers can use multiple platforms.
For example, growth marketers can invite influencers to work together and market their brand on influencer social media accounts. They certainly have to select influencers that match the products offered. It can also be done by working with specific events as sponsors. Another way is guest blogging and video marketing.
Suppose brand awareness has been cultivated, but it turns out that many target markets still need to learn about the brand’s existence. In that case, growth marketers can implement new strategies, for example, providing price discounts on specific platforms. This method will attract more customer attention because they can buy at a lower price than the regular price.
Advantages of Growth Marketing
| No | Advantages of Growth Marketing |
| 1 | Get to know your customers. Testing and iteration helps brands better understand their target customers and can quickly make adjustments based on data |
| 2 | Attract new customers. Growth marketing really helps grow a quality customer base through highly creative, analytics-driven campaigns |
| 3 | Increase brand awareness. Companies often use growth hacking to create buzz for their brand and help position it in a particular market. |
| 4 | Improve SEO. Through constant experimentation and analytics based tweaks, growth marketing usually improves SEO effectiveness |
| 5 | Economical. Brands achieve satisfactory results by leveraging existing resources such as websites and social media |
3. Analyze and Report Data
The growth marketing strategy is more focused on data than creativity. So a growth marketer must always collect data, study, process, and report it. The data processed by growth marketers are also very diverse, ranging from quantitative marketing information, marketing automation data, and backend products to Customer Relationship Management (CRM).
Growth marketers must be careful in analyzing market data like this because every detail can be used to improve further marketing. Data must be processed into a hypothesis that is more easily understood by others. Data will usually be converted into a concise and attractive visual form, such as a straightforward and uncomplicated slide show.
4. Marketing Automation
For brands and products to be marketed optimally, growth marketers are tasked with using marketing automation which is very relevant to today’s digital era. Marketing automation is marketing in a more straightforward, more effective and efficient way through digital platforms. This method can help companies automatically target the right customers.
The platforms used are also very diverse, including automated messages in email, company websites, or social media. Marketing automation works by collecting data from various sources. The data is then processed automatically according to the segment targeted by the brand. So the message delivered to the target will be more focused.
FAQs
What is the task of growth marketing?
Growth marketing focuses on marketing by making decisions based on data. Growth marketers must have a lot of plans when doing something to make decisions. It is done so that when the results obtained do not match expectations. They can immediately use another method.
What is a growth marketing strategy & its benefits?
In a company, growth marketing is an analytical strategy that focuses more on marketing data than the creative aspects of a marketer. Experiments aim to improve business growth and scalability processes, and it’s common for an investigation to fail.