Basic Growth Marketing Strategy

By 2001 I had several clients, transitioning from a software developer who executed coding work to a consultant who advised on strategy. Growth strategy wasn’t a common phrase, but that’s what we were doing.
The lessons were daily and sometimes painful, like hourly versus project billing and how to sell value-based pricing.
One of the most critical sets of lessons was around strategy.

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growth marketing basic strategy

In 2022 we have accurate buyer intent data for all the acquisition channels. There’s little to figure out and matching to be done. Match your specific buyer’s journey with a mechanism in one of the channels.

 It would help if you began with research in advance.

  • Craft Ideal Customer Profiles and detailed Personas to find messaging opportunities.
  • Uncovered voice-of-customer through interviews, surveys and review mining.
  • Identify new Jobs to Be Done JTBD.
  • Level your four fits; Product-market, Product Channel, Channel Model, Model Market

Follow this basic strategy and go deeper for more detail in each step.

Document goals and constraints

Your business, product or service is unique. Along with your marketing approach.

Do you say clients, buyers, patients, accounts or subscribers?

Any goal you set should include basic starting points; stability, consistency and growth.

Evaluate and break into a new acquisition channel?

  • Google Paid: Search, Display, Shop, YouTube
  • Facebook, Instagram, Twitter or TikTok Ads
  • SEO with a focus on authority link building
  • Influencer marketing.
  • Viral promotions.

Get leads and buyers? Boost sales?

  • Lift (increase) new buyer transactions
  • Boost Average Order Value (AOV)
  • Compel repeat buyer transactions

Create Personas and an Ideal Buyer Profile

Customer personas are fictional profiles you create to help you personalize buyers. This exercise gives you a face and dimension to your efforts.

If done right, you’ve got at least one with a fake name, photo, bio, goals, and challenges.

You’ll use this persona to find a growth channel, create campaign assets, and more.

I created a Google Slide Document buyer persona creation template for you. Create a copy and begin entering the fields for a buyer persona.

Competitor and Similar Company Research

Growth marketing research begins with knowing your position in the local, regional and global marketplace. It would be best if you had an idea of one competitor whose market you can serve. Or a similar company you can model.

There’s a list of research steps, but you can search Google, all social media profiles, maps, apps, and review websites like Yelp, Trust Pilot and others.

You’re looking for their web and social presence, messaging, and flow from Social to web to call to action to onboarding.

Is any of it sophisticated? Worth studying and modeling?

Acquisition Channel Evaluation and Selection

An acquisition channel is any interactive media you control, viral and can track.

Which includes;

  • Your website and email subscriber list
  • In-app ads (free apps and trials)
  • Paid Ads on: Amazon, App Store, Bing, Facebook, Google Search, Google Display, Google Shopping, Instagram,  LinkedIn, Quora, Pinterest, Snapchat, TikTok
    YouTube and Twitter ads
  • Organic Social Acquisition
    • Facebook, Instagram, Twitter, TikTok, Pinterest, Reddit, Quora, LinkedIn
  • Influencer Outreach and Marketing to their audience
  • Content acquisition
    • Search engine optimization SEO
    • User-generated and viral content

Landing Page, Ad and Channel asset creation

This topic, like many, is broad, but if you’re doing Paid ads, you may want a landing page that matches the ads messaging.
Suppose you’re improving an owned property like a website. In that case, you’re doing SEO, either content improvement, creation or authority (backlinks.)
Organic social marketing, like paid ads, has unique media options and requirements (images and video) for each platform.

Tracking, Analytics and Conversion setup

The ideal free analytics tool is Google Analytics GA4. If you’re using Universal Analytics now, you must transition before July 2023.
Use Google Tag Manager because you should also track any Paid Ads, social ads, organic social engagement, and conversions.
GTM lets you do that with one tag on your website. Then you control everything within GTM.

Review and Improvement Model

Your growth marketing strategy should be guided by data and results because you setup tracking and conversions.

  • If something continues to perform poorly, drop or modify.
  • If something isn’t working you can change course.
  • If an ad isn’t converting or an audience isn’t responding you can do something different

Does the content in this post provide you value? Please let me know if you have questions.