PR, growth marketing and achieving long-term business success

A growth marketer employs the full marketing funnel to spot trends, hone tactics, and achieve sustainable growth. It's a customer-centred, data-driven strategy that takes into account the entire customer journey, from awareness to activation. And public relations compliments it so well.

What is growth marketing?

Experimentation is at the core of growth marketing. It is a full-funnel marketing approach that promotes growth through data and experimentation. Growth marketing tries to collect and analyse as much data as possible by utilising engagement tactics like A/B testing. The most effective strategy to consistently the right audience and accomplish growth is then determined using this data. 

Where does PR come in?

Public relations benefits growth campaigns by fostering strong relationships with the public, expanding a brand's reach, and connecting more people with the company. It works well with growth marketing because both approaches are customer-centric. It complements growth marketing nicely since both strategies put the client first. Additionally, they both work to engage clients through a variety of channels in order to establish long-lasting, solid partnerships.

Here are some of the ways PR can help boost your growth marketing approach:

Building Brand Awareness

Public relations encourages activity by making sure your brand appears in the optimal locations to reach your target audience. There are several ways public relations professionals achieve this. Increasing internet presence, strengthening connections with the media, and leveraging the influence of events are some of the top tactics.

Content Marketing

Growth marketing focuses on increasing a user's lifetime value. To engage and keep your audience throughout the entire funnel, content creation and content marketing are essential. Growth marketing strategies use a variety of marketing channels to get the correct audience to see appealing content.

Search Engine Optimisation

Search engine optimization (SEO) is an essential part of your wider marketing approach. SEO encourages more website visitors and offers opportunities for lead generation by ranking your content higher on Google. Public relations can impact SEO results by creating newsworthy content, creating referral traffic and building links.

Growth marketing benefits

You can gain clients, reach milestones, and experience growth at a rate that is unheard of by using a growth marketing plan. To obtain client information, growth marketing teams engage in creative innovation. They then make better-optimised plans for each user category using this data.

These are the top ways growth marketing can benefit your business:

• Informed decision making
• Provides a scalable approach
• Enables collaboration cross-functionally
• Generates loyalty and creates repeat customers
• Creates a competitive advantage

Growth marketing, with a focus on whole funnel marketing, may hold the key to creating long-term success in a shifting market. In effect, full-funnel marketing methods see up to a 45% higher ROI and 7% increase in offline sales.

Growth marketing vs traditional marketing

Growth marketing is a relatively new concept, but it's already gaining popularity as a strategy. And it's clear why. Traditional PR and marketing strategies are acquisition-based rather than retention-based, with a focus on the firm or organisation. Growth marketing, on the other hand, focuses on both acquisition and retention while being totally consumer-centric.

Growth marketing strategy

Growth marketing experts have numerous in-demand skills, such as data analytics, optimisation, analytical thinking, experimentation and even creativity. Here are just some of the tactics and strategies used by growth marketers today:

Conversion Rate Optimisation

RO is a powerful digital marketing strategy used to draw new visitors to your website or landing page. Your website will be optimised and improved by a growth marketing team to maximise the number of leads you produce.

Split Testing

Growth marketing campaigns are all usually rooted in creative experimentation. A/B testing is fundamentally about experimenting across a number of formats, such as social media ads and emails.

This technique, also referred to as "split testing," divides your audience into two varieties so that you may compare a website or marketing campaign. You can collect statistics by dividing your audience between the two versions and analysing the results to see which version performed better.

Referrals and Customer Acquisition

A referral programme is a word-of-mouth marketing tactic that involves gaining clients by way of referrals from existing clients. It's a reliable growth marketing strategy that aims to generate recommendations using straightforward tools like referral links or codes.

One of the most effective marketing strategies is to rely on recommendations and referrals. Word of mouth will automatically start to have an impact as you establish your brand and raise awareness.

Paid Advertising

Paid advertising campaigns using tools like social media or Google ads, provides some of the best methods of experimentation. It’s one of the best ways to bring in a new audience while increasing the lifetime value of your customers. Generally, paid campaigns are often the best way to reach people when organic reach is down.

Customer Experience

Customer experience is a critical component of your approach. Potential customers want to feel connected to your brand in addition to feeling like they are getting an excellent product or service. Customers who stick with a brand are just as important to a company's growth as new ones.

Experts in growth marketing are always looking for ways to gauge client satisfaction and enhance the customer experience. And there's a valid justification for it. It seems that it could cost around 5 times more to acquire new customers than to retain old ones. According to Harvard Business School, profits could also rise by a startling 25-95% with just a 5% retention increase.

What is growth hacking?

Sean Ellis, a marketing strategist, first used the term "growth hacking" in 2010. The phrase was used to characterise a cutting-edge, innovative marketing strategy that puts a strong emphasis on customer acquisition.

A growth hacker experiments and iteratively improves their results. To fast acquire the greatest number of clients, they employ innovative and economical marketing strategies. It promotes using short fixes and temporary solutions in order to get the greatest outcomes as quickly as possible.

Many of the same strategies are used by growth marketers, but they are more interested in long-term, sustainable growth. They employ a client and customer retention strategy as well as tactical experimentation and testing. They could be more concerned with discovering ways to optimise and enhance results than they are with employing cost-effective techniques.

On the other hand, a growth marketing manager develops a strategy around the full customer lifecycle. Growth marketing could help your company last longer while hacking is good for short-term business growth.

Growth marketing can provide brands with a way to stand out from the competition and build a sustainable future. Furthering the prospects of your business begins here.