In our increasingly data-centric world, organisations now have the ability to apply an intense focus on the changing motives and preferences of its current and potential customers in a bid to attract, engage and retain.
Growth marketing applies to the highly personalised approach of using a multitude of channels to deliver individualised messages aligned to customer needs.
A growth marketer employs the full marketing funnel to spot trends, hone tactics, and achieve sustainable growth. The customer-centred, data-driven strategy that takes into account the entire customer journey, from awareness to activation. Public relations compliments this approach.
Traditional PR and marketing strategies are acquisition-based rather than retention-based, with a focus on the firm or organisation. Growth marketing, on the other hand, focuses on both acquisition and retention while being totally consumer-centric.
Growth marketing tries to collect and analyse as much data as possible by utilising engagement tactics like A/B testing. The most effective strategy to consistently target the right audience and accomplish growth is then determined using this data.
Where does PR come in?
Public relations benefits growth campaigns by fostering strong relationships with the public, expanding a brand’s reach, and connecting more people with the company. It works well with growth marketing because both approaches are customer-centric. Additionally, they both work to engage clients through a variety of channels to establish long-lasting, solid partnerships.
Benefits of using PR as part of a growth marketing strategy:
Public relations fuels marketing activity by making sure your brand appears in the optimal locations to reach your target audience. There are several ways that public relations professionals achieve this including increasing online presence, strengthening connections with the media, and leveraging the influence of events.
Growth marketing focuses on increasing a user’s lifetime value. To engage and keep your audience throughout the entire funnel, content creation and content marketing are essential. Growth marketing strategies use a variety of marketing channels to get the correct audience to see appealing content.
Search engine optimization (SEO) is an essential part of a wider marketing approach. SEO encourages more website visitors and offers opportunities for lead generation by ranking your content higher on Google. Public relations can impact SEO results by creating newsworthy content, creating referral traffic and building links.
Growth marketing benefits
Organisations can gain clients, reach milestones, and experience growth at a rate that is unheard of by using a growth marketing strategy. To obtain client information, growth marketing teams engage in creative innovation. They then create optimised plans for each user category using this data.
Growth marketing, with a focus on whole funnel marketing, may hold the key to creating long-term success in a shifting market. In effect, full-funnel marketing methods see up to a 45% higher ROI and 7% increase in offline sales. It has the benefit of producing more informed decision making as well as generating loyalty and repeat customers.
What does a growth marketing strategy look like?
Growth marketing experts have numerous in-demand skills, such as data analytics, optimisation, analytical thinking, experimentation and even creativity.
Here are just some of the tactics and strategies used by growth marketers today:
Conversion rate optimisation: This is a powerful digital marketing strategy used to draw new visitors to your website or landing page. Your website will be optimised and improved by a growth marketing team to maximise the number of leads you produce.
Split testing: Growth marketing campaigns are all usually rooted in creative experimentation. A/B testing is fundamentally about experimenting across a number of formats, such as social media ads and emails. Split testing divides your audience into two varieties so that you may compare a website or marketing campaign. You can collect statistics by dividing your audience between the two versions and analysing the results to see which version performed better.
Referrals and customer acquisition: A referral programme is a word-of-mouth marketing tactic that involves gaining clients by way of referrals from existing clients. It’s a reliable growth marketing strategy that aims to generate recommendations using straightforward tools like referral links or codes. Word of mouth will automatically start to have an impact as you establish your brand and raise awareness.
Paid advertising: Paid advertising campaigns using tools like social media or Google ads, provides some of the best methods of experimentation. It’s one of the best ways to bring in a new audience while increasing the lifetime value of your customers. Generally, paid campaigns are often the best way to reach people when organic reach is down.
Customer experience is a critical component of your approach. Potential customers want to feel connected to your brand in addition to feeling like they are getting an excellent product or service. Customers who stick with a brand are just as important to a company’s growth as new ones.
Experts in growth marketing are always looking for ways to gauge client satisfaction and enhance the customer experience. And there’s a valid justification for it. It seems that it could cost around 5 times more to acquire new customers than to retain old ones. According to Harvard Business School, profits could also rise by a startling 25-95% with just a 5% retention increase.
Growth marketing can provide brands with a way to stand out from the competition and build a sustainable future.
AMBITIOUS by name and by nature, we are a PR led communications agency that delivers integrated strategic communications - online, offline and everywhere in-between. Proud to be crowned winners of The Drum Magazine's RAR Best PR Agency of the Year.