Investing in digital marketing is an essential process for all growth-oriented businesses in a competitive industry. That said, digital marketing encompasses an array of tools, tactics, principles, and strategies aimed at achieving different goals in the online world.
One of the most important principles you need to know about and implement into your marketing efforts is growth marketing, but also growth marketing automation. Let’s take a step-by-step approach and talk about growth marketing and how you can introduce automation into its processes to achieve better results in 2022.
Here’s what you need to know.
What Is Growth Marketing?
Growth marketing is all about building strong relationships with customers to inspire loyalty and lifelong brand advocacy. This is a long-term approach to building a reputable, trustworthy, and inspirational brand image through concrete tools, tactics, and marketing methods.
Unlike traditional digital marketing which focuses on set-it-and-forget-it practices, growth marketing focuses on analyzing the performance of many different marketing tactics to draw actionable insights, measure, and improve. This ensures sustainable growth and allows your teams to improve customer acquisition and retention over the long term.
Growth marketing adds layers to the traditional marketing model, including:
- A/B testing
- Feedback-based optimization
- Value-driven, in-depth content
- Comprehensive SEO
- Data-driven and personalized email marketing
- Creative and value-driven ad copy
- User experience analysis and testing
These layers help improve your customer experience management and guide new leads through the sales funnel.
What Is Growth Marketing Automation?
Over the years, automation has become a big part of digital marketing, aimed at minimizing financial investments while maximizing efficiency. In growth marketing, there are numerous processes you can automate to alleviate the pressure off your human staff and empower them to achieve better results.
By leveraging the right marketing automation tools and by knowing which processes to automate, you’ll also be able to reduce your market spend and allocate resources more efficiently. Here’s what you can automate in growth marketing and the benefits that automation brings to your business.
5 Benefits And Features Of Growth Marketing Automation
1. Streamline Data Collection And Analysis
Customers can provide businesses a lot of data simply by browsing their websites, and by interacting with brands across the web. Your sales and marketing teams need to tap into as many data sources as possible in order to collect valuable customer data.
This will allow you to generate actionable reports and insights to make better, data-driven decisions. That said, doing this manually can be a resource-intensive process. A big part of growth marketing automation is utilizing marketing analytics tools that automatically collect and organize customer data from all touchpoints into centralized dashboards.
The most comprehensive analytics tools will also generate detailed reports to help with demand sensing and forecasting. One of the biggest benefits of analytics automation is that it allows sales and marketing teams to access the right data at the right time.
This way, your teams can optimize their campaigns on a moment’s notice and capitalize on emerging opportunities in the market. What’s more, streamlined data collection and analysis facilitates accurate forecasting, so that you can predict consumer behavior and needs, and quickly develop new solutions.
2. Automate Account-Based Marketing
Account-based marketing is a strategic approach to the customer experience in which a business develops unique methods of communication and marketing for the individual. In other words, this is a valuable but oftentimes expensive marketing method that focuses on individual prospects and their unique needs.
With inbound marketing automation, however, you can help your sales and marketing staff tailor their messaging to every lead. For example, by using a live chat function on your website, you can convert visitors quickly. However, you can also automate some of the live chat features with conversational AI to better handle simple requests and repetitive queries.
Automation can also help sales and marketing teams tailor their messaging and communication with individual leads through data analysis and reporting. By automating account-based marketing, these teams can reduce their sales and marketing spend and allocate their resources more efficiently.
3. Intelligent Customer Growth Programs
As customers around the world become more exposed to various digital marketing tactics and practices, they also become more wary of the brands trying to sell them something at every turn. On the other hand, now that companies are increasingly investing in digital marketing, the competition is becoming stiffer than ever before.
This has prompted forward-thinking companies to adopt growth marketing in order to develop more meaningful relationships with their target demographic. Automation, on the other hand, makes creating a marketing flywheel much more efficient and effective for your teams and allows you to develop more intelligent solutions for your customers.
Although we’re talking about automation, don’t assume that every output aimed toward growth is digital. If you’re a B2B marketer, for example, there is still a lot of help to be gained from old-school media such as signage, flyers, and other physical goods used at trade shows, hiring fairs, and other in-person events. However, even there you can benefit from with highly-automated marketing printing that accepts your digital files and ships your signs or other marketing collateral pieces to you quickly and efficiently, greatly easing your time resources.
The key benefit here, however, is efficiency. Automation expedites the process and helps you stay ahead of the competition while delivering more impactful marketing solutions that drive engagement and conversions.
4. Email Automation
Email is one of the most powerful tools in your arsenal and a key component of digital transformation in marketing. There are many email marketing methods you can use to reach and inspire your leads to take action. Growth marketing focuses heavily on email, but it also leverages automation to boost efficiency and results.
Growth marketing automation allows you to automate:
- Drip campaigns.
- Email triggers and thank-you emails.
- Follow-ups and abandoned cart emails.
- Customer onboarding and care.
- Highly curated and personalized email content and messaging.
Automation in growth marketing allows you to monitor the performance of your emails and deliver highly-personalized experiences. You can also gather feedback to fuel other marketing efforts. You can use the data to create a podcast that people will actually watch, optimize your content output, and even align your social media efforts with your email campaigns. To boost your email domain's credibility you must also be aware of what is DMARC and enable the security protocols
5. Marketing Automation And Scalable Growth
On a final note, it’s important to know that automation facilitates scalable growth by reducing financial waste and enhancing communication and collaboration between teams. Enhanced collaboration and communication bring numerous benefits to the table, allowing your teams to work together to push your company forward on all fronts.
For example, SEO automation tools allow you to track SEO results and generate detailed reports that your teams can use to optimize their campaign for higher visibility and reach Internally, automation helps businesses better optimize their human resources by automating repetitive tasks and maximizing the potential of every employee.
This also works on a cross-departmental level, allowing departments to collaborate more seamlessly to deliver personalized marketing, sales, and customer support.
Wrapping Up
Growth marketing allows you to build meaningful relationships with your customers and elevate their lifetime value through brand loyalty and trust. By investing in growth marketing, you are also investing in the word of mouth and organic brand advocacy, because after all, happy customers are more than willing to recommend you to others.
That said, growth marketing can be a big investment if you don’t automate certain processes, which is why it’s so important to focus on growth marketing automation from the start. Now that you know what you can automate and you’re aware of the benefits growth marketing automation brings, you should have no problem taking your business to new heights while saving money and manpower in the process
