The Growth Marketing Stack
With so many tools to choose from for your marketing stack, creating an effective growth marketing strategy might seem daunting. It takes a lot of research and resources to build a strategy that will deliver revenue growth for your company. To make it simple for you, we’ve provided an overview of the six essential elements of a growth marketing stack below.
Website & SEO
Your website provides users with a window into your company. As they browse your website, potential buyers should find everything they need to know about your company and what you have to offer. This might seem obvious, but it’s important—your website is the foundation of your company’s marketing efforts. It is essential to make your website informative, user-friendly, and visible to attract more customers.
Search engine optimization (SEO) is how you increase your website’s visibility. SEO is the process of optimizing your website so it ranks higher on the results page of any relevant search query. Because most online traffic starts with a search on a search engine, companies must use SEO to ensure that their websites rank highly. A crucial element of SEO is high-quality content—which brings us to our next point.
Blogs are like free samples—a quick, bite-sized preview of what you could receive from an establishment as a paying customer. A key feature of any successful blog is accessibility, both in terms of content and online visibility. Potential customers must be able to find and understand your blogs for them to be effective.
Blogs are an excellent tool for brand-building. With each blog you post, you create a new indexed page on your website that can be ranked using search engine algorithms. This increases the relevancy of your website, while also providing more informative content to a broader range of audiences.
Newsletters, product announcements, blog postings—these are just a few examples of content you can share in your email marketing campaigns. The goal of email marketing is to nurture prospects and gradually convert them into leads that are ready to start a conversation with sales, also known as Conversation Ready Leads (CRLs).
To reach this goal, you must ensure that your emails are highly relevant and personalized to the needs of each recipient. Remember that your email marketing content goes directly into your potential customers’ inboxes, right alongside work memos and other important information. Make sure it is useful, concise, and visually appealing. Potential customers should be rewarded with information upon opening your emails—this is what will convince readers to seriously consider contacting sales.
Social Media Marketing
Social media is not only for B2C marketing campaigns, and that’s not just because the lines between B2C and B2B are blurring. Like everyone else, B2B buyers make decisions based on a variety of factors, including their personal experiences, goals, and preferences. Buyers care about the human element of the company they’re buying from.
Social media is your opportunity to make genuine connections with your audience. Through your posts, you can show what your company prioritizes, what makes you stand out from the competition, and how you relate to the individuals in your audience. This element of humanization is important to any marketing campaign today.
Search Engine Marketing
Search engines are the go-to resource for anyone looking for information online—but how do you ensure that users can find your company through these platforms? Search engine marketing (SEM) is one way that companies can use paid advertising to ensure that their business ranks highly on search engine results pages. These ads are displayed based on the keyword a company has chosen.
SEM puts your ad at the top of the search engine results page, guaranteed. The keyword-based approach ensures that buyers will find your product as they’re searching for solutions. This is one effective way to increase your brand’s online visibility.
Display Ad Marketing
Display ads are another form of paid advertising that targets specific demographics of users, often based on factors like their identities or their interests. Display ads use images, videos, or text elements to advertise a product on third-party websites, wherever the user happens to be browsing.
Display ads are an important tool in any growth marketing stack because they can quickly and effectively convey a brand’s message, which increases brand awareness in the long term. However, companies should use this strategy thoughtfully. Some display ads can be disruptive enough to negatively impact the user’s online experience. When used with thoughtful intention, they are an effective brand-building tool that will familiarize users in your target demographic with your company.
The tools we described above are just one part of a complete growth marketing strategy. To implement them effectively, you must have a strategy in place to provide a solid foundation for success. This is what your in-house marketing team should focus on—developing and fine-tuning a growth marketing strategy that works.