What the f*ck is "growth" marketing???
A guide to re-thinking your marketingπ
A guide to re-thinking your marketingπ
First, let's acknowledge the traditional marketing funnel.
Awareness: Customers SEE it π
Interest: Customers LIKE it π
Desire: Customers WANT it β€οΈ
Action: Customers BUY it πΈ
Most businesses use these 4 steps, but there are other levers you can pull to grow faster π
Awareness: Customers SEE it π
Interest: Customers LIKE it π
Desire: Customers WANT it β€οΈ
Action: Customers BUY it πΈ
Most businesses use these 4 steps, but there are other levers you can pull to grow faster π
GROWTH marketing takes a high-touch approach to each step of your customer journey.
& optimizes for each step:
π AWARENESS
βοΈ ACQUISITION
π₯ ACTIVATION
β RETENTION
π° REVENUE
π€ REFERRAL
Now let's apply them to your business π
& optimizes for each step:
π AWARENESS
βοΈ ACQUISITION
π₯ ACTIVATION
β RETENTION
π° REVENUE
π€ REFERRAL
Now let's apply them to your business π
Awareness (1/2)
The Question:
How many people do you reach?
The first goal of awareness is to introduce your product to potential customers.
This can be done through social media content, branded ads, etc
π Key Metrics:
Content Impressions
Social Followers
Site Visitors
The Question:
How many people do you reach?
The first goal of awareness is to introduce your product to potential customers.
This can be done through social media content, branded ads, etc
π Key Metrics:
Content Impressions
Social Followers
Site Visitors
Awareness (2/2)
One of the best (FREE) ways to build awareness is sharing valuable content and documenting your journey.
π Examples:
Twitter threads like @franchisewolf
TikTok content like @jtbarnett
Youtube videos like @AliAbdaal
Daily challenges like @jlnahorski
One of the best (FREE) ways to build awareness is sharing valuable content and documenting your journey.
π Examples:
Twitter threads like @franchisewolf
TikTok content like @jtbarnett
Youtube videos like @AliAbdaal
Daily challenges like @jlnahorski
Acquisition (1/2)
The Question:
How many people take the first important step?
This is where you identify "real" interest and gather information so you can nurture your prospects/leads until they become customers.
π Key Metrics:
Cost Per Lead
Calls Booked
Pipeline Value
The Question:
How many people take the first important step?
This is where you identify "real" interest and gather information so you can nurture your prospects/leads until they become customers.
π Key Metrics:
Cost Per Lead
Calls Booked
Pipeline Value
Acquisition (2/2)
This is when you start building a relationship with your potential customers.
The goal is conversion events + conversations
π Examples:
Free resources like @OneJKMolina
Mini-tools like @yongfook
Product Quizzes like @ashvinmelwani
This is when you start building a relationship with your potential customers.
The goal is conversion events + conversations
π Examples:
Free resources like @OneJKMolina
Mini-tools like @yongfook
Product Quizzes like @ashvinmelwani
Activation (1/2)
The Question:
How many people become paying customers?
Now that you have *proven* interest from a potential customer, you present your solution to solving their problem.
π Key Metrics:
CAC
Trial Sign-Ups
New Customers
The Question:
How many people become paying customers?
Now that you have *proven* interest from a potential customer, you present your solution to solving their problem.
π Key Metrics:
CAC
Trial Sign-Ups
New Customers
Activation (2/2)
Your goal is to get interested prospects across over the hurdle of trusting you/your product.
The goal is to make it a no-brainer.
π Examples:
Offer Free Trials like @yongfook
Sell $1 products like @AlexHormozi
Do Account Audits like @jordan_ross_8F
Your goal is to get interested prospects across over the hurdle of trusting you/your product.
The goal is to make it a no-brainer.
π Examples:
Offer Free Trials like @yongfook
Sell $1 products like @AlexHormozi
Do Account Audits like @jordan_ross_8F
Retention (1/2)
The Question:
How many people come back for a 2nd/3rd/10th time?
Once you earn a customer, it's your job to keep them coming back.
Your goal is to build a relationship and keep delivering value.
π Key Metrics:
Churn Rate
Trial Conversions
In-App Activity
The Question:
How many people come back for a 2nd/3rd/10th time?
Once you earn a customer, it's your job to keep them coming back.
Your goal is to build a relationship and keep delivering value.
π Key Metrics:
Churn Rate
Trial Conversions
In-App Activity
Retention (2/2)
Acquiring a new customer is more expensive than keeping an existing one.
Make the most out of every customer relationship and build value.
π Examples:
Send emails like @ecomchasedimond
Build community like @levelsio
Master CS like @eliweisss
Acquiring a new customer is more expensive than keeping an existing one.
Make the most out of every customer relationship and build value.
π Examples:
Send emails like @ecomchasedimond
Build community like @levelsio
Master CS like @eliweisss
Revenue (1/2)
The Questions:
How many people start paying?
And how much do they pay?
Find a revenue model that creates a sustainable base for profitable growth.
Play with different offers to find the most effective.
π Key Metrics:
LTV
AOV
ASC
The Questions:
How many people start paying?
And how much do they pay?
Find a revenue model that creates a sustainable base for profitable growth.
Play with different offers to find the most effective.
π Key Metrics:
LTV
AOV
ASC
Revenue (2/2)
The goal is to maximize the revenue for each paying customer.
Bonus points for increasing your ACV in the first 90 days.
π Examples:
Offer Quarterly Pricing like @DruRly
Offer Pay-As-You-Go like @ImChaseMohseni
Offer Build-Your-Own like @ppezet
The goal is to maximize the revenue for each paying customer.
Bonus points for increasing your ACV in the first 90 days.
π Examples:
Offer Quarterly Pricing like @DruRly
Offer Pay-As-You-Go like @ImChaseMohseni
Offer Build-Your-Own like @ppezet
Referral (1/2)
The Question: How many people refer friends to your business?
Your goal is to deliver SO MUCH VALUE to your customers that they can't help but tell people about you.
Acquire 1 brand advocate = acquire 10 customers.
π Key Metrics:
Shared Links
Referred Users
The Question: How many people refer friends to your business?
Your goal is to deliver SO MUCH VALUE to your customers that they can't help but tell people about you.
Acquire 1 brand advocate = acquire 10 customers.
π Key Metrics:
Shared Links
Referred Users
Referral (2/2)
You can also leverage reward programs to create an even bigger incentive for your customers to promote your business.
π Examples:
Offer free upgrades like @nathanbarry
Offer rev share like @rabahrahil
Offer tiered access/perks like @obviceo
You can also leverage reward programs to create an even bigger incentive for your customers to promote your business.
π Examples:
Offer free upgrades like @nathanbarry
Offer rev share like @rabahrahil
Offer tiered access/perks like @obviceo
TLDR:
Pull the right levers and your growth will take off π
π AWARENESS
βοΈ ACQUISITION
π₯ ACTIVATION
β RETENTION
π° REVENUE
π€ REFERRAL
Pull the right levers and your growth will take off π
π AWARENESS
βοΈ ACQUISITION
π₯ ACTIVATION
β RETENTION
π° REVENUE
π€ REFERRAL
Find this thread valuable?
Hit me up @ImSamThompson
Toss it a retweet and help other entrepreneurs grow their companies faster π
Hit me up @ImSamThompson
Toss it a retweet and help other entrepreneurs grow their companies faster π
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