The Growth Marketing Guide

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Growth Marketing, an essential discipline in the digital world, opens the doors to growth and the conversion of strong and sustainable customers for your business. Faced with growing demand from businesses of all sizes looking to expand rapidly, professionals who can drive that growth are in high demand.

Here's a comprehensive growth marketing guide, where we've put together all the basics, concrete examples, and our best expert advice. Let's go!

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What is Growth Marketing?

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Growth Marketing, or “growth marketing,” is an approach that aims to stimulate the growth of a business by going beyond acquiring new customers. It focuses on the entire customer experience, from the first interaction with the company to customer loyalty.

This method integrates experimentation, measurement, and optimization of growth to achieve tangible results. Growth Marketing uses traditional techniques such as advertising, SEO, and email marketing, but goes further by exploiting digital marketing tools like data analytics, content marketing, and social media marketing to achieve its goals.

Unlike traditional marketing, which is business-centric, Growth Marketing focuses on the customer. It connects on users to shape strategy, communication, and product, meeting their specific needs.

Growth Marketing vs Growth Hacking

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Don't be fooled by their resemblance, these two terms are very different!

Growth Hacking is like the sprinter on the team. He focuses on innovative and inexpensive marketing strategies, experimenting quickly and analyzing the results. Its main objective?

Short-term user acquisition. Take Dropbox, for example, which made a splash by offering additional storage to every user who recommended the company to friends. In the blink of an eye, Dropbox attracted more than 4 million users in 15 short months!

Now, let's move on to Growth Marketing, the all-round champion of sustainability! It takes a long-term vision by optimizing multiple levers for sustained growth. It's marketing in the sustainable development version. Growth Marketing focuses on the entire value chain, from the beginning to the end of the customer journey.

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The Growth Marketing Matrix

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The AARRR matrix is like the secret recipe for turning visitors to your website into unconditional fans! It is broken down into five super important steps: Acquisition, Activation, Retention, Referral, and Revenue. Hang on, we will explain everything to you with concrete examples!

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• Acquisition

Imagine, it's as if you attracted visitors to your site by launching fireworks! You can use online ads, SEO (yes, SEO), or even participate in cool events to get people talking about you.

⇒ For example, a site that sells eco-friendly clothing can explode its visitor count by advertising on social networks. Boom!

• Activation

Once visitors are there, it's time to charm them into signing in or creating an account. It's like inviting them into the dance, you know? An online form or a call to action button (yes, a Call-to-Action) can do wonders.

⇒ Imagine a great application that requires you to create an account to access exclusive features. It's like the VIP key to enter a trendy party!

• Retention

Now that you have customers, you have to keep them happy like fish in water. Give them an incredible experience, improve your products and services, and offer crazy offers! Oh, and don't forget the newsletter, it's the little extra that makes the difference.

Now that you have customers, you have to keep them happy like fish in water. Give them an incredible experience, improve your products and services, and offer crazy offers! Oh, and don't forget the newsletter, it's the little extra that makes the difference.

⇒ Take a fitness app for example. It can offer challenges and rewards to motivate users to reach their goals. Or send them tips and educational content to help them feel at their best!

• Recommendation

Now is the time to turn your satisfied customers into recommendation superheroes! They will advertise your products or services to everyone around them. How? By setting up a sponsorship program. They will become your ambassadors, it's the ultimate class!

⇒ A home services company, for example, may offer a discount to its current customers if they refer a friend who becomes a new customer. It's like a friendship circle that keeps growing!

• Income

And there it is, the icing on the cake, the moment when it pays a lot! We are talking about converting your users into paying customers by offering them quality products or services. Want to know how much they're going to spend during their relationship with you? This is called the customer's life-time value. It's a bit like estimating the value of a long-term friendship, you know?

⇒ For example, if a customer buys from you regularly for two years, spending an average of 100 euros per month, their life-time value would be 2,400 euros. Not bad, right? And during this stage, consider developing your offer to sell even more to your loyal customers. Give them discounts or small gifts to thank them.

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Do you want to deepen your knowledge? Sign up for our Growth Marketing Training.

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Growth Marketing jobs

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Growth Marketing is not just one job, it's a whole universe full of specialties! Whether you are working as a full-time employee, freelancer, or permanent employee, here is a list of the main jobs related to it. Let's go!

• Growth Manager

The person responsible for growth is a bit like the conductor. It sets up growth strategies using all sorts of tools: marketing, sales, product development, data analysis... He is the one who leads the dance!

• Data Analyst

Data analysts, on the other hand, are real experts in numbers. It collects and analyzes data to make informed marketing decisions. With its analysis tools, it tracks customer trends and behaviors. A real data detective!

• SEO Specialist

The specialist in natural referencing is in a way the master of ranking. It optimizes the SEO of the website to make it more visible in search results. He knows all the tips and tricks to get noticed by search engines.

• Online Advertising Specialist (PPC Specialist)

The online advertising expert, on the other hand, is an ace in digital marketing. He manages the company's advertising campaigns on platforms like Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads. He knows how to get attention and hit the mark with his ads.

• UX/UI Designer

The UX/UI designer is the magician of the user experience. It creates incredible user interfaces and experiences for all of the company's products and services. It makes it all beautiful and fun to use!

• Copywriter

The copywriter is the master of words. He writes all company content, from emails to ads to sales pages. With his well-chosen words, he knows how to seduce and convince.

• Social Media Specialist

The social media specialist is a pro at likes and shares. He manages the company's accounts on social platforms. He knows how to create engaging content and build an online community.

• Web Developer

And finally, the web developer is the genius of the code. He creates and maintains the company's website. With his talent for development, he makes sure that everything on the web works perfectly.

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Growth Marketing Case Study

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• Airbnb

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At Airbnb, they succeeded in finding customers among their competitors, and here's how! This Growth Hacking Tip is famous: the peer-to-peer housing rental platform needed to make itself known and build a loyal user base. So what do founders do? They're sending a little spam to all Craiglist users, inviting them to try out the new Airbnb platform. And presto, it boosted their business and won new customers in no time! We can say that they went all out to make a place for themselves on the market.

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• Dropbox

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At Dropbox, they revolutionized marketing by introducing sponsorship. Their idea was simple: to offer more storage space to those who recommend new users. Imagine, you get a small bonus if you refer someone! Thanks to this ingenious growth strategy, the company grew at lightning speed.

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• Facebook

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And what about Facebook? Even the social media giant has used Growth Hacking techniques to make itself known. Mark Zuckerberg, its founder, started by hacking the Harvard Intranet to access student ID photos. Smart, isn't it? The students mentioned were quickly attracted and joined the network. Next, Zuckerberg used university email addresses to grow its user base. It must be said that he did not skimp on the means to propel Facebook to success!

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At Growth Room, We Can Support You in All Your Strategies Inbound And Outbound. If you need an expert eye on your growth, contact us!

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