July 27, 2018 | Lauren Nettles

How Growth-Driven Marketing Gets Conversions

By now, you've probably heard us talking a lot about Growth-Driven Marketing and how important it is to keep your marketing fresh and flexible. If you need a refresher on what growth-driven marketing actually is, here's the short version: growth-driven marketing is based on what your business needs right now instead of what you planned to need whenever you made your marketing plan. 

It's a simple idea, but it is a little different from how some marketers may be used to creating traditional marketing plans. But we promise that growth-driven marketing makes a difference. And we have the numbers to prove it to you! 

The goal of growth-driven marketing is, obviously, growth. If the marketing plan that's being used isn't helping the company grow, what's the point? Therefore, like most traditional marketing, we use growth as a benchmark for success. 

Here are some great example growth from a VIEO client. We have employed a growth-driven strategy with this client since the beginning, and we continue to see great growth as we adjust for their needs. 

Three graphs showing increasing sessions, new contacts, and customersThose are the kinds of graphs we like to see!

The first priority for this client was to launch their new website, which we did in September 2017. Since launch and through the end of the second quarter of 2018, this client saw a 16% increase in sessions on the website, and a 77% increase in contacts.

Of course, launching a new website is a strategy to include in your growth-driven marketing plan very occasionally. You can't just launch a complete redesign whenever you aren't happy with your conversions because it did well the first time you did it. Well, I guess you can if you want your development team to quit in a huff, but I don't recommend it. 

So, after launching this client's website, we had to look at other opportunities for growth, and found one in their blog.

Growth-Driven Inbound

Unsurprisingly, growth-driven marketing and inbound marketing make great friends. Since inbound marketing focuses on bringing in your customers with helpful resources, it makes sense that you'd want to take a growth-driven approach to your inbound strategy. After all, what was useful and interesting a few years ago almost definitely isn't anymore. 

Man "planking" on a tree stumpOkay, I'd argue the planking phenomenon was never "useful," but it was interesting in its own way, and it sure isn't anymore. 
 
Our blogging strategy takes that fact heavily into account. It's important to not just keep pushing out new content, but updating your old content for relevance as well. We split our time between new, useful content and finding ways to make older content relevant again. We found this to be a great help in our growth-driven plan.
 
  • Blog page views are up 43% over last year
  • Average time on the page is up 13% over last year
  • Bounce rate has improved 49% over last year

 

It Works!

In addition to the website redesign and blog overhaul, we've adjusted our strategy to spend time focusing on this client's social media and paid advertising. More website views, more blogs read, and more contacts are all great - but they don't mean anything without conversions. Don't worry, those have been growing too!
 
  • Organic up to 1.29% from 0.84% last year
  • Social media up to 1.37% compared to 0.35% last year
  • Paid Search up to 6% compared to 4.38% last year

 

Growth-driven marketing is a sustainable, effective marketing strategy for any business model and any point in your business' life. Just remember to be flexible and turn your focus where you need it most - you'll be seeing results in no time!

 

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Lauren Nettles

Lauren Nettles

As VIEO's content marketing strategist, Lauren Nettles creates content strategy for VIEO and our clients. She works with the content team to create, document, and revise creative content strategies that help clients and customers better understand each other.

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