Sun. May 22nd, 2022

difference marketing This is what you will learn in this file. Indeed, creating a business and ensuring its growth is not the most difficult task, because even with a good product a project can be a failure.

To stand out  one of the most powerful drivers is marketing.

Marketing being very vast, it can be both Marketing Product Management (optimization of the product offer / market segment), communication and branding… but also digital marketing which has taken an essential place in all marketing strategies for a few years. To build your digital marketing strategy, it is possible to rely on your internal teams, or to call on a digital marketing agency in order to have a turnkey action plan or more simply to have a point of view. external or help on a marketing lever. In this file, we will go back to the basics of a digital marketing strategy with what to outsource or on the contrary internalize , but also the difference between Growth Marketing and Growth Marketing.

What are the differences between Growth Marketing 

If these 2 terms are very close, there is still a distinction between Growth Marketing and Growth Hacking . The concept of Growth Hacking includes two philosophies:

  • Growth , to ensure the growth of its business over the long term, in particular through the analysis of the sales cycle via the AARRR framework.
  • Hacking , with techniques sometimes at the limit of legality to overtake competitors, software or offshore subcontracting to automate what needs to be, or simply dare to break the codes of its market via offbeat communications, newsjacking…

Often Growth Hacking techniques have a more short-term vision, with the desire to get results quickly. And precisely the use of hacks makes it possible to take shortcuts, things that cannot necessarily be used in all companies (especially large structures where compliance with standards, processes, etc. is required). It is precisely to “erase” the “sulphurous” aspect of growth hacking that the concept of Growth Marketing emerged.

The concept of Growth Marketing uses the same philosophy as Growth Hacking, 

However, these two philosophies are very close, I would even say that the future of Growth Hacking would rather be Growth Marketing.

Because the most important thing in a business is not the “marketing stunts” with hacks, but rather ensuring the growth of its business over the long term. In addition, growth hacking methods (rational analysis, sprints, resource optimization, etc.) will become the norm since competition and the reduction of marketing budgets will make it essential to analyze one’s performance (via the AARRR framework or any other method).

Hence my definition of Growth Marketing :

Growth Marketing is the implementation of tools and strategies to ensure the growth of your business in the short, medium and long term. Growth marketing focuses on optimizing the growth of the company, in particular through the analysis of the sales cycle via the AARRR Framework .However, there are other differences between growth hacking and growth marketing:

  • The term Growth Marketing is a bit of a truism ,because the goal of marketing is to ensure the growth of the company (marketing = market in = placing on the market).
  • The Growth Hacking philosophy doesn’t stop at marketing . A real growth hacker will apply all Growth Hacking techniques to other business activities, be it the recruitment of employees, the development of new products… And so it goes far beyond the traditional spheres of influence of marketing.
  • Often a Growth Hacker profile will be more technical, with the ability to create scripts, scrape, etc., whereas a Growth Marketer will rather use market tools than do custom development.

Knowing that more and more companies want to implement a Growth Marketing strategy because it will have a less sulphurous reputation than “hacking” and it will be more “RGPD friendly”. A growth marketing agency will therefore determine an action plan, certainly less “disruptive” and technical than a growth hacker, but less risky and simpler, while setting up the framework to ensure the growth of the company. Again, growth hacking focuses on customer acquisition .

It is done through different channels:

    • Advertising (via Facebook Ads, Google Ads, etc.)
    • Search engines with SEO optimization
    • The exploitation of an audience crossroads via growth hacking tools (Linked Helper, etc.)
    • Affiliate, influencers and sponsorship

But there may be other tools (eg: press relations, partnerships, events, etc.).

However, what is most useful 

Indeed, there is no point in seeking more prospects if the offers, the price, the arguments… are not effective.

This is why it is necessary to work in priority on the conversion (Activation), which makes it possible to give much faster and concrete results, even if it means then to make efforts on the acquisition.

In particular, this means putting in place:

  • Optimize conversion (AB Testing, different landing pages, etc.)

 

  • Identify the black points of the customer journey and make it more fluid

 

  • Use new communication channels (push notification, chat, chatbot, SMS, voice messages, etc.)

Once this process is completed, it is now necessary to work on customer loyalty . To achieve this, there are a variety of techniques.

For example :

  • Work on the on boarding process for new clients
  • Set up a WOW effect
  • Setting up satisfaction surveys
  • Generate more customer reviews

 

As you can see, the work of the growth marketer is not limited to generating more leads, but to going as far as customer loyalty: Indeed, having loyal customers is very profitable, because it has an impact on

  • the repurchase ;
  • recommending the product or service to a relative;
  • natural promotion via word of mouth;
  • reducing attrition;
  • less price sensitivity;

 

Finally, the last step will increase the margin

 

  • Better promotion of offers (e.g. visuals, videos, etc.)
  • Setting up irresistible offers (e.g. subscriptions, €1 offer, upsell, cross-sell, etc.)
  • The use of persuasive techniques (e.g. false choice, etc.)

This is for example the famous “Decoy effect” which shows that offering the choice between 3 products is much more profitable than simply offering two products:

Receive 1 tip  every 2 days by email  to help you attract more customers:

  • Traffic generation & SEO
  • Growth Hacking
  • Emailing

Of course, for this you have to measure its performance…

Indeed, generally, there is a marketing plan, but most often, there is a gap between the initial marketing plan and the one actually implemented.

Hence the importance of implementing the techniques recommended by growth marketing:

  • Weekly points with the other teams , in particular the sales representatives.
  • Make sprints of 2 to 3 weeks on particular points of improvement
  • Carry out quarterly focus on key channels (eg: SEO, Ads, etc.)

These different points make it possible to set up a process of continuous improvement as recommended by both growth hacking and growth marketing…

 

 

What are the main levers of digital marketing

Whether internally or via a digital marketing agency, the levers to be mastered to attract prospects are increasingly diverse and complex.

For example, for advertising, there are a lot of channels:

  • Google Ads (search, content network, Youtube Ads…)
  • Facebook Ads (Facebook, Instagram, etc.)
  • Native Ads (ex: outbrain…)
  • Secondary social network agencies (Linkedin Ads, Twitter Ads, Tiktok ads, etc.)

However, these different levers have become increasingly complex to control.

For Google Ads alone, it’s a real job of several days to set up optimized campaigns.

The graph below makes a first list of marketing tools:

 

Not to mention that sometimes in small companies, marketing choices are influenced by management according to rational criteria…

Who has not had the case of the manager of the company, who goes to ask his teams to launch an action plan because he has just seen one of his competitors carry out an original action (eg: promotion of a webinar on Linkedin Ads…).

By doing this, the team has to stop to do the same thing as its competitors (although this is not always the best idea or the right time).

One of the keys is to say to yourself, what to delegate, and what to keep internally?

In fact, sometimes we think we’ll save money by doing everything in-house… but in the end, it’s a false good idea!

 

For me, what must be kept in-house in terms of digital marketing is what concerns expertise and image: 

  • The strategy and the objectives (it is you who knows where to go, with the vision of the market).
  • The creation of value-added content (expert opinions, white papers, etc.).
  • Copywriting and text for websites
  • Email marketing and marketing automation
  • Analysis of the performance of marketing campaigns
  • The choice of strategic keywords
  • Press and influencer relations
  • Managing the addition of new channels (chat, push notifications, etc.)
  • Management of customer reviews

On the other hand, other tasks are more interesting to outsource:

 

  • Creation, development and maintenance of websites 

If there is one area where you can waste a lot of time, it is the realization of a custom design and the optimization of a website. Indeed, as much as it is possible to use turnkey themes on sites like Envato.com, a real tailor-made site requires a pro to create a design in your colors and according to your personality. The mission of a marketing agency will be to help its clients define the messages to be conveyed, the structure of the site, SEO optimization…

Your website being your image on the interne

If it gives an amateur image, you will necessarily pass for an amateur! Indeed, when someone hears about a company or a product, the first instinct he has is to search the internet.

To this end, having a professional website is essential… but you also need to have a site that Google likes!

And pleasing Google is not a matter of design, but of simplicity of design, architecture… and optimum loading time. If you are not convinced, do an analysis of your website with the GT Metrix software. You will see what the technical performance of your website is with respect to Google standards (see this article on Core Web Vitals ):

 

The problem then being how to optimize your website in the face of these technical constraints…

 

  • SEO and optimization of visibility on search engines (Google)

Having a website is good, but if it is not visible, it is useless…

From the creation of the website, it is necessary to think about its optimization on Google…

How many companies have launched a website,

Whether it’s sites created with Wix.com, a theme with an immense loading time. Difficult exploration by search engines (ex: menus to unfold…)… there are many pitfalls that a layman cannot apprehend.

In short, to be sure of having a good place in the search results on the search engines, it is better to call on a pro

Indeed, Search Engine Optimization (SEO) is:

  • Optimize the site
  • Add the right plugins
  • Select the right keywords
  • Create optimized content

Do not hesitate to invest in a service or training to ensure compliance with Google’s rules.

At least a half-day SEO audit will reveal the biggest holes in the racket. If you don’t have the budget, you can use SEMrush  to get a macro report of your performance and that of your competitors. You can do the test yourself in 2 minutes:  Here is a sample report, with organic search performance. You have a vision of the evolution of your (estimated) traffic, the most traffic-generating keywords… For example, I see in this graph the most traffic-generating keywords, and the evolution of my traffic-generating keywords:  You can see in a few seconds the positioning of your competitors, their most traffic-generating keywords…

 

 

 

 

  • Simple content creation and social media management 

As much as generating quality content is the responsibility of the company (because it is the company that has the knowledge. And the vision), the creation of simple content and publication on social networks can be delegated. Especially since more often than not the creation of content is often. Taken second place when the company has other concerns (a trade show, a product launch, etc.).

However, the presence on social networks is above all a question of regularity :

the more you publish regularly, the more you capitalize on your audience and you create the image. A short time ago I launched a poll on Linkedin, and nearly 50% of the participants said they publish “according to inspiration”:

 

To avoid this, it is better to call on an external service provider who will do it for you.

For example, the agency can take a brief with one or two experts from the company. Then create content from these interviews that will be validated by the internal teams. A good practice is to create an editorial calendar with your agency, with a list of publications planned for the month. While leaving room for topical publications. For this you can use Trello.com, Google Sheets, Canva.com, Asana.com… to create a common editorial calendar.

 

  • Advertising Google Ads, Facebook Ads…

As much as it is simple and quick to create advertising campaigns. Having profitable campaigns (especially in competitive sectors) is much more complicated. With Google Ads and its costs per click of 5, 10, 20 €… or even more, you must not be mistaken. On Facebook (and Instagram) Ads, it’s the same thing… Facebook offers you to “boost” a publication in 1 click but it’s not the right solution at all (it’s better to go through the business manager. And boost a publication on a targeted audience, such as the Fans of your page). Again, either you take an agency to create your campaigns initially. And then you optimize them yourself, or you take a support package. Knowing that an audit service costs at least 1000 €, you must spend at least 3000 € / month for it to start becoming profitable…

In conclusion, does a good Growth Marketing strategy work alone?

 

Growth hacking or growth marketing requires using tools and strategies to optimize resources (time, budget, etc.). However, as marketing evolves very quickly, it is essential to train regularly (blogs, social networks, video training, webinars, etc.).And do not hesitate to call on growth marketing agencies in order to have an external point of view. . Indeed, often when you are in a company, it is complicated to take a step back. And you often have a distorted view of your activity. Therefore, an external and impartial analysis makes it possible to have a better vision of things. And to question (bad) habits that are sometimes strongly anchored. Especially since there is one thing that is certain in the years to come. It is that the world will change more and more quickly, and therefore that we must learn to be more and more reactive.

 

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