Growth Marketing

 

If finance owns the flow of cash in and out of a company, growth owns the flow of customers in and out of a product. Successful marketing is no longer only about the top of the funnel and acquiring customers – it’s about acquiring customers who are going to stick around.

But what does growth marketing actually mean? And how can marketers and founders understand priorities, set goals, and implement multi-channel strategies to achieve success? 

Katie, Steff, and Nicole have all had incredible success in their respective fields and will share their insights on what works, what doesn't, and what they wished they knew when implementing and optimizing their growth marketing strategies. 

Panelists: 

  • Katie Heimerich, Sr. Manager, Display & Social at Atlassian (former Uber)

  • Steff Zorner, Director of Marketing at Splendid (building Good Trouble)

  • Nicole Green, Founder of Givingli

Discussion Topics:

  • How to get your product or service to go viral: 

    • Word of mouth 

    • Incentivized virality 

    • Demonstrated virality 

    • Infectious virality

  • Getting started with Facebook

    • If you can, grow organically first and then invest in growth and performance later. Invest in click-through ads to a landing page at the beginning for testing 

    • Use Facebook’s tool to understand who your ads/product is resonating best with (audience & demographic breakdown) 

    • Avoid boosting posts on social - no segmentation/targeting, FB/IG is incentivized to spend $$ on easy likes/follows vs long-term customers for the brand

    • Lead gen ads on Facebook to generate contact and email leads 

    • Creative best practices - 15 second creative, brand/point in the first 2 seconds, consistent message & tone, feed stopping creative

  • It’s not all about Facebook! How are you addressing

    • SEO (it’s free!)

    • OTT (Hulu, Network - Simplifi)

    • YouTube

    • Audio (Spotify, Veritone)

    • Digital OOH (Vistar)

    • Content Media Partnerships

    • Affiliate Strategy (publishers, influencers & content media partners - features in listicles)

    • Word of mouth/ virality incentives

  • Points/loyalty programs

    • Your CRM tool should become your loyalty tool due to triggered communications and personalization. Your marketing efforts should be focused on community building. Sweat the small stuff. Facebook groups, Zoom call with founders, gift cards for customer & friend, surprise & delight. Focus on building a community, not a loyalty program, and you’ll have loyal customers for life. It’s about emotions, not transactions.

    • Community programs might be a better option for your brand long term  

  • Tools

    • Loyalty Lion - points rewards system

    • SketchDeck - freelancers to turn graphics around quickly

    • Videoleap - app for video creation & editing for ads

    • Dojo Mojo & Find Keep Love - lead capture

    • Viral Sweep - make it easy for customers to share

    • Veritone - podcast ad platform

Additional resources here

Watch the session recording here

 
 
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