When changemakers fail, it is usually not because their products or services are no good. They often fail because they don’t reach the right audiences at the right volume.

“If you build it they will come” is a common but misappropriated quote. In our experience, nothing could be further from the truth. For 99% of us, if you build it, people won’t magically come. You have to work really hard at it. You have to be willing to experiment, tweak, and scale what works. That is what growth marketing is all about.

But what is it, and where do you start?

Luckily, we are great friends with the team at Growth Tribe, an Amsterdam-based growth marketing school. We spoke to trainer Sarah Becom about how we can use a growth marketing process to grow our audience more effectively. 

Watch the full recording 👇 and browse the key takeaways below 👇👇

KEY TAKEAWAYS FROM THE CHAT

4:12 What is growth marketing?

Expertise within digital marketing is really a mindset focused on rapid experimentation to grow your user base.

Eg, building your website, what would be the best headline that both captures your purpose as well as works to convert customers?

How can you best use available data to make informed decisions?

10:53 How do you anchor a growth marketing mindset in an organization?

Involve all members of the organization to ensure you are aligned on the goals that you are trying to achieve.

Determine how you want to handle the task; daily stand-ups, retrospectives, using agile and scrum techniques to make the teamwork collaboratively together.

14:01 Is growth marketing easy to pick up?

Sarah explains that it is a method that people can easily pick up on and implement at any point.

Be willing to experiment and fail and come to better-informed decisions.

She encourages people to take time to study their data which is pivotal in decision making.

23:45 What is fundamental to bringing your audience on board with your service?

Some suggestions Sarah shares are:

• Upskilling to learn how to speak better to your audience and how to reach them

• Think critically about the audience you are trying to reach, create a persona canvas, who would be the audience for that.

• Use the persona canvas to test the audience.

• Conduct focus groups

• Reach out to online and offline communities to get feedback on your service.

28:44 What are the biggest items we should look at to increase our conversion rates?

Test your headlines to make sure your value proposition is easily being understood

Test and clearly communicate your unique selling point. 

Experimentation on how you structure information on your landing page

Examine any assumptions you may have made on your persona, are you targeting the right audience? Are you targeting them on the right platforms?

34:39 How long does it take to see results?

Sarah advises that if you are working in the standard agile, scrum and mixing both methodologies, 2-week sprints which involve planning, experimenting, and implementing experiments, data analysis. This is effective for startups and scale-ups.

For corporate organizations and larger organizations, it takes longer to get the results with four weeks at a minimum.

Test and see what works for your organization.

37:14 How can consultants use growth marketing to get new clients when there are minimal physical interactions during the pandemic?

Take advantage of online communities, online events, 

Improve your personal branding and position in a niche 

Find your ideal clients and find online avenues to connect with them