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Use Pirate Metrics to Drive your Company’s Growth Marketing

Get in front of more prospects, convert subscribers, and close more customers. Top it off with more referrals using pirate metrics.

What if you had a model to drive your company’s growth marketing strategy? A framework tested and refined over the last 15 years. One that can mold to fit your operation.
Pirate Metrics, named because of the acronym AAARRR, will hold light up your company and expose gaps. The acronym is Awareness, Acquisition, Activation, Revenue, Retention, and Referral. It’s the customer lifecycle. What gaps? In the customer journey.

Phase 1 website onboarding activities include.

If you’re not sure where to start to improve, fix gaps, or drive growth, Pirate Metrics is an excellent place to start. 
 

Where do Pirate Metrics come from?

Time machine, in 2007, Dave McClure, venture Capitalist and former PayPal Director of Marketing, coined the term. In 2016 Growth Tribe added Awareness to the beginning. The framework has grown and been refined over time.

So what? How can Pirate Metrics help you?

 
The answer? Growth Marketing. Since Pirate Metrics enables you to implement Growth Marketing, you reap the benefits.

  • Accountability. Growth marketing relates to business objectives and Key Performance Indicators (KPIs)
  • Testable, trackable, and scalable. You can’t be accountable without being data-driven and testing everything. Then, building campaigns to scale.
  • Scientific method. Create a hypothesis, test it, and evaluate the results. Why wouldn’t you do this?
  • Growth marketers keep up with trends and changes in all marketing channels, tracking technologies, and multiple industry heartbeats.
  • Collaboration. Growth marketers generally play nice with other people, teams, and groups like traditional marketing departments and engineering.
 
Each company will use the metrics differently.
 
Each presents different customer journeys and experiences.
 
You don’t have to follow Pirate Metrics in order, and your company doesn’t have to put them in the order other companies do. Your Activation may come before Revenue. You also may change this over time.
 
Awareness is every potential touchpoint customers have with your brand. The metric Acquisition is when they engage with you. An app install, a registration, a freemium, or a chatbot. Some companies put paid sales in Acquisition. There’s no, one size fits. Activation is your onboarding and customer support.
 
Revenue seems straightforward.
 
Retention referral is where most companies fall short. Understandable. You got the sale, the client’s happy, move on. You can learn, and earn, a lot in these two areas.
 
Use this as a manual for your company’s Growth Marketing plan.
 
Each metric is described below with questions to help you implement strategy, the metrics to track results, and advice to get it done.
 
Begin with Awareness, though each metric is equally essential.

Awareness

Metric Awareness is every potential touchpoint customers have with your brand.
 
Awareness is all content in each channel in all formats. All media. Is it necessary to list everything? It’s going to change. Churn.
 
If the landscape’s constantly changing, what can you control?
 
Here’s your chance to emotionally resonate and connect with a statement, a story, voice, and design. Growth marketing is all about data-driven metrics and tracking. Your prospects live in a world where millions of companies compete for their attention. Emotionally connect by creating relationships.

Your Brand, Voice, Mission, and Design

 

Create the story of your brand and bring your clients into that story. Your company will seem more relatable. You’ll resonate with clients and amplify that relationship.

Separate your company from the others. You know this works. Make it recognizable.

 

Quick steps to improve your brand

Four steps you can take to improve your brand

  • Create your Mission Statement. Craft a sentence about your primary goals. It’s for your clients and to guide internal, strategic decisions.
  • Do you have a company story? It’s a product/consumer-focused story where you saw a problem and solved it. Or an origin-type story about the founder(s.)
  • Settle on a brand voice. How would your company speak if it were a person? Tone, style? How would you come across? Can you keep this consistent in all communications?
  • Design. We don’t have to spend much time on Brand Design, do we?
 
Worried your company is too small for this work? You can answer the questions and start the narrative even if you’re a one-person shop.
 
Do you have a content strategy? Evaluate your content inventory and determine what’s popular and why. Figure out what people want to read. Then further research and analysis to find more details about what people want to read.
 
Then produce and publish. Ensure you work with other teams on this content creation and distribution.
 
Questions to ask:
  1. What does Awareness mean for your business?
  2. What channels will lead to your target market? (this may evolve)
  3. What platforms are your potential customers engaging with other brands to solve your product or service problems?
  4. Can you use those channels to engage with your potential customers?
 
Metrics to measure
  • Website (visits, CTR, bounce rate, pages per visit)
  • Podcast impressions
  • Social metrics
 
Brand work is an ongoing effort that leads into the next Pirate Metric area, Acquisition.
 

Awareness

  • Follow-up engagement and retainment activities.

  • Newsletter. Phone, SMS, email updates. Sales and support outreach.

  • How much self-support can they do?

  • Can they log in to a created account? Does the forgot password work?

  • Do you have a support system? Phone, tickets, chat?

If the landscape’s constantly changing, what can you control?
Your brand. Your content strategy. Your public relations strategy. Whatever puts your message in front of your target market.
Here’s your chance to emotionally resonate and connect with a statement, a story, voice, and design. Growth marketing is all about data-driven metrics and tracking. Your prospects live in a world where millions of companies compete for their attention. Emotionally connect by creating relationships.

Quick steps to improve your brand

Four steps you can take to improve your brand
  • Create your Mission Statement. Craft a sentence about your primary goals. It’s for your clients and to guide internal, strategic decisions.

  • Do you have a company story? It’s a product/consumer-focused story where you saw a problem and solved it. Or an origin-type story about the founder(s.)

  • Settle on a brand voice. How would your company speak if it were a person? Tone, style? How would you come across? Can you keep this consistent in all communications?

  • Design. We don’t have to spend much time on Brand Design, do we?

Worried your company is too small for this work? You can answer the questions and start the narrative even if you’re a one-person shop.

Do you have a content strategy? Evaluate your content inventory and determine what’s popular and why. Figure out what people want to read. Then further research and analysis to find more details about what people want to read.

Then produce and publish. Ensure you work with other teams on this content creation and distribution.

Questions to ask:

  1. What does Awareness mean for your business?

  2. What channels will lead to your target market? (this may evolve)

  3. What platforms are your potential customers engaging with other brands to solve your product or service problems?

  4. Can you use those channels to engage with your potential customers?

Metrics to measure

  • Website (visits, CTR, bounce rate, pages per visit)

  • Podcast impressions

  • Social metrics

Acquisition

Brand work is an ongoing effort that leads into the next Pirate Metric area, Acquisition.

Questions to ask:

  1. What does Awareness mean for your business?

  2. What channels will lead to your target market? (this may evolve)

  3. What platforms are your potential customers engaging with other brands to solve your product or service problems?

  4. Can you use those channels to engage with your potential customers?

Metrics to measure

  • Website (visits, CTR, bounce rate, pages per visit)

  • Podcast impressions

  • Social metrics

Acquisition

Brand work is an ongoing effort that leads into the next Pirate Metric area, Acquisition.

Metrics to measure

  • Website (visits, CTR, bounce rate, pages per visit)

  • Podcast impressions

  • Social metrics