4. Leverage Growth Marketing Tools

Growth marketers come in many forms: data analysts, product managers, content writers, and whatnot. They have many shoes to fill: this requires them to turn to growth marketing tools for a little assistance in orchestrating their growth marketing strategies. Some of these tools are:

• Social listening tools, to observe how the target audience is behaving and saying on the social media, and when they are online
• Testing tools to enable experimentation with digital elements to determine their efficacy in a numerically comparative manner
• Landing page tools that help growth marketers to direct and engage high-potential, warm leads on to the high-converting landing pages
• Engagement tools that help highlight the most impactful features of your interface and engage your leads at the right time
• User testing tools to gain insight on user response while using your products – this could be behavior or emotion-oriented
• Analytics tools that draw a complete picture of consumer and in-app data to help the marketers understand the overall response
• Customer retention tools to keep an eye on the customer churn and continually work towards keeping it as low as possible
  
• Referral tools, to help customers advocate for a brand by making it easier for them to talk about it and spread the word
  

5 Brands Doing Growth Marketing Right

Let’s now take a look at five growth marketing examples that have nailed the strategy.

1. Zapier

Zapier, as a SaaS that provides app-to-app integrations, was treading in the waters of product invisibility. However, realizing that app-to-app integrations were already an existing search intent on the web, Zapier was able to drive over 7 million visitors to their website each month:

• Create relevant landing pages for three use cases: one for the app, one for every possible app-to-app integration, and one dedicated to detailed workflows
• Partner with other apps to ride their popularity and create a Network Effect
• Outsourcing SEO to create dedicated landing pages and content for each instance with a high-impact CTA

2. Flo

Flo, as a women’s health and wellness app, had a challenge for credibility. Google has a way of classifying such apps as Your Money, and Your Life as a warning towards questionable information. It is here that Flo struck hard. It focused all its efforts into creating extremely high-quality SEO content – and every single piece of it was vetted by an industry professional with credibility. Authority is a big factor in driving traffic today, and Flo, with its flawless SEO strategy, was able to raise its organic traffic by 192% in a matter of two months. It achieved this by getting its content reviewed by experts.

3. Etsy

From a some-corner handcraft online store to a company that trades on NASDAQ with a $13 billion m-cap, Etsy worked by gathering up all the sellers that were frustrated with the traditional eCommerce setup. They marketed themselves as a niche eCommerce store for craftspeople at every possible crafts market in the region.

One of their best-hitting strategies was to let the sellers grow as they liked, with no interference from Etsy. This created a highly favorable atmosphere for handcrafters to start a revolution, propelling this brand into the top rungs in a very short period of time.

4. Smartsheet

If you wish to know what smart ad campaigning is, Smartsheet can demonstrate that for you. A collaboration tool for online workers, Smartsheet targeted umbrella keywords and used high-intent filters to pinpoint the right leads for their business. They then focused their efforts on extremely measured paid ad campaigns on Google Ads that brought high-intent traffic to them.

With the goal to drive a free-trial audience, Smartsheet optimized all of its PPC ads for high-conversion phrases and run tests to capitalize on the ones that worked. This aggressive, well-thought PPC SEO campaign helped them reap the best benefits of growth marketing.

5. Dollar Shave Club

For a company that was selling a daily-use, household product (razors), it was important to stand out. Dollar Shave Club achieved that by stressing its growth marketing strategy on three fronts:

• Rather than focusing on the product – which every competitor was doing anyway – DSC focused on the whole experience a user can enjoy while using their razors
• By focusing its branding on the lines of creating a “shaving community” (that’s what the name says – “club”), customers were enticed to be a part of something bigger than just a razor
• DSC made it easy for their customers to “join the club” by maintaining simple subscription models

These three tactics, working in tandem, gave DSC a great boost.

Conclusion

Growth marketing isn’t a switch that you turn on or off; it is a continuing process of thinking, executing, failing, learning, improving, and iterating. Gaining customers for life requires a lot of experimentation, evolution, and thinking out of the box. Growth marketing aims to light a path towards long-term benefits that come through customer loyalty, by focusing on growing the high-impact channels.