A Step To Growth – 2nd

Long way always start with a step, we here now to plan for the first step in our road.

The upcoming series of articles will be a step by step growth marketing information and the way of how to start the growth process.

The process of the growth marketing starts with 3 main phases the first third or the cake will be the team, How to choose and build your team that will drive the company to achieve what business needs.

What is the criteria of choosing your team members and how to make a mix or criteria to make your team skillful in team work not in just the personal tasks or routine work.

After finding your team you we have 3 main phases you should pass from.

1-   Growth Model

2-   Mapping out your customer journey

3-   Identify all of your growth channels

If you pass from them so you can figure out the strategy and the first steps to start moving from the quarter to another and start to but your objectives that is the game you need to play.

All of the above not just answer in your exam no you can’t start all your previous steps without a got data driven or what some people called it a quick “Marketing Research”, you need to explore the data if your potential markets to make a smart objectives it’s not good to make an objective because you think your idea is so creative and you are the only person that have this opinion actually so you start to collect data and focus on what you think is good to take notice with.

So let us come back and discuss the steps clearly you need to make research about the current situation and then start to define your growth model, mapping out customer journey and finally start to identify all your growth channels.

After then start to set the quarterly goals to execute and achieve this goals and then you have the end-quarter execution which is where you have kind of high tempo growth process.

Build experiments, ship your experiments after analyzing them and then you either automate and scale them OR you scrap them because they don’t work well, then you should keep going in that and pass in this circle for infinity.

Now we will take in each phases in details as much as we can.

1-   Growth Model:

You need to know how your growth model will be like at the highest level, what your inputs you have to make your growth model more valuable and realistic in order tom achieve your company’s top level growth goals whether it user growth or revenue growth. The most common framework for growth model is the pirate metrics “AARRR” we all know jack sparrow the hero of pirates of the Caribbean when he makes noise it sounds like AARRR so from here it’s named pirates noise or pirates metrics and designed by Dave Claude.

Now we will discuss what AARRR refers to A: Acquisition, A: Activation, R: Retention, R: Revenue, R: Referrals. This can vary slightly for different businesses.

It’s essentially the entire view of the funnel not just a modeling what you want to do convince your top of the funnel to make activation or make the current users to retention or make the your bottom of the funnel to make their first payment or make a first click or get more revenue, so all of this metrics is opportunities but what you are planning to achieve this is what you decide.

2-   Customer journey:

You should know where is all the possible ways and channels to make your audience know about your business drive awareness and get acquired mapping is tracking your customer in each step and each action.

First start from the customer stages which is Awareness, Consideration, Decision, Delivery&Use and Loyalty&Advocacy, after that you should start to imagine the customer actions and the journey of your customer from start point to infinity point to know what customer needs and how to be customer-centric business.

Second part is to start take a points in each step so what is this points?

It differs from business to another but let me think with you for example.

Customer activation: is like how the customer hear about you the first impression is an important point in awareness stage but you need to take this activation in each stage not only awareness.

Customer goals: in each stage your customer have a new goal you can move it across the stages and change its goals in each step so you need to make specific metrics for each step so you can have results and manage your process in effective way.

KPIs: in each step you should have KPIs to measure the impact of your message in this step and how to improve and enhance your results.

Also points like experience, touch points, business goals, organizational activities……..etc.

3-   Growth channels:

Growth channels is identified in startups by estimating and asking where our customer will be. After asking they will test and make experiments to produce results which make them know if the selected channels is good choice or we most to test in another channels.

We also need to know the difficulty of this channel and the complexity of producing ads and have potential customers try to search by titles you think you audience have or the behavior you think they do their need and wants is this channel can be the best one for your audience to talk about their problems or about have a specific action can describe this type of customers.

Always think about this three main points to start your first step in growth hacking or growth marketing, remember lean startup strategy always focus on the customer need  we call it customer centric strategy it focus totally on the customer how to make them satisfy not just a product and you need to sell it.