The Marketing Method: What is Growth Marketing?

Instapage is where conversions happen, and that’s why we’re coming to you with with the marketing performance education you need to thrive. Weekly, the Marketing Team at Instapage will share actionable growth tactics that will help your brand grow. This week we’re taking a step back to answer a big question: What is Growth Marketing…and how can you use it to support your brand?

According to Statista , brands collectively spend over $200 billion on marketing each year. With so many voices clamoring for customers’ attention, how can you ensure your brand stands out?

Enter Growth Marketing...

Growth marketing places the proverbial megaphone in your hand by helping you shift to an integrated approach to growing your business. At its core, it involves optimizing your content marketing efforts through constant testing across marketing channels. The goal of growth marketing is to identify new opportunities to help build and engage your business’ audience.

Beyond conventional methods for acquiring customers, such as creating an ad and landing page, sending out an email blast, and running a Google Ads campaign with the same tired 50 keywords, growth marketing campaigns consist of short, data-driven experiments.

The key is to start small and get information on the most effective marketing efforts. Then, focus on the channels the collected data supports.?

Now the question is…how can you get started? A quick way to start laddering up strategies for growth marketing is to implement the AAARRR framework. And no, that isn’t a typo. The AAARRR framework, lovingly called the “Pirate Framework” in some marketing circles involves:

• Awareness. How many people are you reaching? Increase brand visibility by using social media and outreach.
• Acquisition. How many people visit your landing page/website? Your goal at the acquisition stage is to find the right leads and turn them into customers. Use content marketing, PPC ads, and other social media channels to acquire more customers.
• Activation. How many visitors take action? Focus on personalization and conversion rate optimization to convert visitors into customers. Pay attention to metrics like active users, abandonment rate, and activation rate.
• Retention. How many people come back for more? This stage is about providing consistent value to customers to reduce churn rates—it involves proactively handling the customer experience. Use re-engagement campaigns, a strong support knowledge base, and rewards and promos to keep the customers you’ve acquired.
• Revenue. How many people start paying? And how much do they pay? This stage enhances customer lifetime value by delivering better experiences, increasing average order values, and improving retention rates.
• Referral. How many people refer friends to your business? You need to leverage your customers’ loyalty to help them market your brand for you at this stage. Net promoter scale and customer referrals are essential metrics at this stage.

The above framework will help you identify the weakest link for your business and focus on strengthening it. Because all customers flow through each of the six steps, you can easily find the gaps in your business.

Ready to start implementing a Growth Marketing mindset? Here are some strategies you could adopt to get you started:

• Develop a Referral Program
• Run a Re-engagement Campaign
• Create a Community around Your Brand
• Implement Chatbots?
• Leverage Personalization
• Create a Customer Support Center

For a full guide on jumpstarting your Growth Marketing efforts head to our guide .

Thanks so much for reading this week, we can’t wait to hear about what programs you plan on implementing and how they affect your overall marketing goals. We’re excited to continue providing you with the marketing tips and strategies you need to make your business stand out from the noise.?

Stay tuned for more actionable content, and give us a follow on our main LinkedIn page for the latest announcements on webinars, blogs, events, marketing tech updates, and more.