It’s 2022 and if you are still approaching marketing in the same old way as you’ve always done it – you’re failing. The old way of doing marketing creates a burden for your buyers, rather than a journey. A monthly e-newsletter, random ad hoc email messaging and inconsistent social posts do not create urgency among your potential clients to do business with you. Sales are stalled, buyers become bored and it takes forever to close a sale.
Instead, focus on marketing campaigns that create momentum and lead your prospects through your sales cycle. The new way of marketing leads your prospects to action. Once you begin marketing the problem you solve rather than the features of your product or service, you start to win more clients.
Traditional Marketing Campaigns vs. Growth Systems
Traditional Marketing Campaigns
- Push messages often just to present your offerings
- Messages are all sales focused
- Focused on the company rather than the buyer
- Limited segregation and personalization
- Client receives value only after they purchase
- Messaging can only create urgency with deadlines and limits or you or forced to discount your rates
- Campaigns are not consistent and create loss of subscribers and leads
Growth System Campaigns
- Marketing focuses on the problem you solve, not the offer
- Prioritizes organic growth (inbound) over outbound (pushing your messages and offers)
- Focuses on delivery of value before the ask
- Email lists can be segmented based on interests and behaviors
- Messaging focuses on storytelling and stays fresh
- Campaign efforts build upon each other
- Viral and linked content is a natural outcome
So, how do you plan and implement a growth marketing approach? First you must spend some time establishing these basic foundational elements:
- Start with clearly defining the problems you solve and the #1 result you get for clients
- Clearly define your target audience, including their urgent needs and compelling desires
- Find out exactly why people buy from you so you can create relentless demand for your services
- Become a category authority – determine the one thing you would like to be known for and establish credibility for your #1 thing
Top of Funnel Content
Then, and only then, will you be able to create growth marketing campaigns that attract more qualified leads. First, focus your outreach efforts on TOFU (Top of Funnel) content. TOFU content is your foot in the door—it’s designed to help you introduce your brand and start building a relationship with website visitors who could eventually become customers. The wider the top of your funnel is, the more potential audience you have to convert with your offers.
Examples of TOFU content include: blog posts, social media updates, infographics, e-books, web pages, podcasts, whitepapers, newsletters, etc. These types of content lead your buyers into your sales cycle and buyers journey. It has a purpose – not just more content. It creates awareness of your products and services, which is the #1 goal of growth marketing.
If you’re looking for a little help with creating a growth marketing system for your business, we can help! Contact us today.