The most important part of your brand (after its creation, of course) is its growth and maintenance, and the best way to do that is through growth marketing. You probably already have a website, blog, and/or some ads, but there are a few things you might be overlooking when it comes to building out a successful growth marketing strategy.
Here are a few marketing strategy tips to remember:
Constantly update your messaging strategy
Most marketers see messaging as the copy around all your products, campaigns, and website, but messaging also has everything to do with your brand’s identity.
Keep your messaging simple; nobody wants to parse through pages of information to find what they’re looking for, and they’ll even think more highly of you if you tell them right away that you’re not what they’re looking for. This bleeds into what your customer-facing team is saying to potential customers, your social and website content, and even your content’s design and format. You should constantly be updating this messaging based on what the audience seems to connect with most.
That leads right into…
Listen to the data
Keeping up with what your audience is telling you is the most efficient way that brands stay authentic. Check your data every once in a while - changes in traffic, successful campaigns, ROI, all of these tell a story about how well your growth marketing strategy is going. A/B testing and market research are great ways to gauge what your audience likes, dislikes, and wants more of, and it’s your job to give the people what they want. Not only does this look good for your brand, it keeps your audience loyal and constantly coming back for more.
Don’t neglect social media
People are scrolling on their phones 99% of the day (not a real statistic, but it’s probably pretty accurate).
Having said that, 90% of US marketers have said that Instagram is their most important social media tool for influencer marketing, with posts (78%) and stories (73%) playing the most effective roles. These statistics are pretty similar for Facebook and Twitter. Another tip for you to get started: 68% of consumers prefer images, 50% prefer videos and 30% enjoy text-based posts (Instagram specific), so do with that what you will.
Let’s put it this way, over 3.6 billion people globally are currently using social media, and that number is expected to reach 4.4 billion in the next four years. You want to be there.
Diversify your content
You need to keep things interesting, and there is so much to do on so many different mediums.
To name a few, we have blogs, e-books, articles, videos, infographics, podcasts - should we continue? An important aspect of marketing to remember when you’re thinking about your audience is that not everyone is a reader; some people like to watch their information, some like to listen to it, and some need it in a bite-sized image.
You may have a super specific target audience, but don’t forget that within your target audience lies a bunch of individuals with different learning preferences.
...and your networks
Online platforms like Facebook, Twitter, Reddit, to name a few, are filled not only with content, but also with people. Ah, the key to success: strong relationships. The best way to start creating these relationships is to put together engaging content for the respective networks.
On Instagram, for example, you can engage popular influencers, aka people who can share your content far and wide to target audiences, as well as the smaller fish, aka less popular people who align with your brand and are open for collaboration. The second is mutually beneficial because they want to grow as much as you do, so keep that in mind. From there, go forth and mingle!
Create a content/promotional calendar
There’s nothing worse than realizing you need more content and not having anything on-hand, so you want to make sure that you stay organized and plan for the long-term. Of course, in between your planned out campaigns, opportunities to launch current-event campaigns will inevitably come up, and that’s great! It keeps your brand relevant and makes you a resource for great content that your audience can rely on. Having a steady stream of content available to push out is the key to success here.