I have several articles talking about Growth marketing, how to implement it in your business, why it is important, but I have not told you about that key piece that makes the growth of a company possible, the growth marketer.
He is the true linchpin of all this, who studies, analyzes and evaluates the best actions that must be carried out to grow, expand and maintain the constant growth of a business. And you will ask yourself, “Ok Vilma, implement strategies that make my business grow, but how? What specific tasks or skills does he have?”
What profiles can act as a Growth Marketer?
It is essential that you know that this will depend on what your business needs. The best thing is that whoever holds this position in your company has comprehensive knowledge of each area, but above all, that they have great analytical skills.
Here are the fundamental figures in this position and their work within the company with growth marketer.
- Digital Marketing Manager: is in charge of marketing strategies, implementing strategies adjusted to new trends, changes in the user’s consumption model and constant study of the audience, their preferences and needs. In this way, keep your business not only positioned, but also increasing its appearance on the audience’s radar.
- Digital Planner: focuses on strategies oriented to online advertising. Study of the different channels, study of what is working best and the campaigns that provide the best results. Plan strategic campaigns to increase the conversion of cold, warm and hot traffic.
- SEO Manager : as its name indicates, it is in charge of improving the web positioning of the brand, its products and services. It has great potential in web page analysis, which allows it to implement better actions and gain ground in the niche in which its commercial activity is carried out.
- Social Media Manager: if your business is not on social networks, it does not exist. A social media manager is directly involved in the management of social networks, gaining popularity, positioning and reach. It implements growth marketing actions on the platforms where it has a presence.
- UX Designer: the user experience must be a key factor in your business. This position allows you to improve and optimize the customer journey until it is suitable for potential customers. What better position to develop as a growth marketer?
- Big Data: it is the one with a more developed analytical vision because it is usually in charge of classifying and storing all the data acquired by the company.
Key points on which a growth marketer should focus
Find the key metric
If you don’t know what you want to achieve, designing your strategy will be a game of chance. It is important that from day 1 you decide what will be that key metric based on which you will work.
For example, in my accounts this year my key metric has been getting more reach. All my strategies, tactics and actions have been designed in that direction. With the goal set on the reach metric.
tests and experiments
Many times we believe that what we implement is the best, because it works for us. The job of a growth marketer is to experiment and test based on the data they collect, the news and the study they constantly carry out on the market.
You should never stop studying, much less trying new actions that can give you better results than what you are already getting.
Conflict resolution and strategic thinking
Growth marketing is not just about implementation. It must also be oriented towards solving conflicts and reducing possible execution errors.
In this way, the actions are focused on the most important points and everything we implement will achieve a better success rate, since with fewer possible mistakes to make, the strategies work better.
How does a growth marketing team complement each other?
You already know that the point of implementing growth marketing is to grow our business without stagnating this growth. Many times a single person cannot carry the entire load, which is why a whole team is created to be in charge of planning, studying, evaluating and executing the indicated actions.
The growth marketing team must be focused on generating and executing the correct actions so that the business continues to evolve without stopping the daily tasks that are carried out within it and, on the contrary, everything flows with the best possible synchronization.
A success story: Netflix
The streaming platform that became popular and opened up other platforms. The growth of Netflix was a case study within many businesses, how did they achieve such a position in record time?
Let’s analyze this case a bit. Being a platform that works under subscriptions, you need to not only work on getting new clients, but keep your subscribers constantly interested. A somewhat difficult job, since it was a “new” way of consuming content on TV, mobile, PC, etc. Television was the usual medium for this type of program.
But beyond focusing on creating campaigns with a message that you can watch what you want, when you want, without being bound by a schedule, Netflix thought in a much more specific way, looking at each client individually.
And what was that great action? Work with artificial intelligence that will detect the tastes of each subscribed user and recommend a series of options based on their tastes. The way in which Netflix focused on getting to know each user is so impressive, that it even develops different cover options for the preferences of each of its subscribers.
Isn’t it incredible how an action based on growth marketing can make you the highest reference in your sector for a long time?
