The Expert Guide to Creating a Marketing Growth Strategy

Rob Sobers said about the marketing growth strategy, “It’s not about tactics—it’s about people and process.”

And when it comes to people, you need buy-in from all over the organization. Growth is everyone’s business.

When it comes to process, growth marketers must learn to fail. And fail fast. 

A marketing growth strategy is about small and incremental wins that build up over time. 

In this article, you’ll learn how to build a marketing growth strategy to increase your market penetration, market share, and revenue.

Rapid experimentation is critical to your growth marketing strategy 

Growth marketing is about process over tactics. A marketing growth strategy goes deeper into customer relationships to uncover opportunities that engage, activate, and retain.

Growth marketing aims to add value throughout the entire marketing funnel, whereas brand marketing focuses on top-of-funnel activities like awareness.

The growth marketing process is all about rapid experimentation, learning, and adaptability. To drive growth, test ideas, implement what works, scrap the failures, and keep experimenting.

To say the business landscape is competitive is an understatement. In 2020, there were 8,000 martech solutions.

Infographic showing the marketing technology landscapeInfographic showing the marketing technology landscape

In such a fast-paced environment, to “fail fast” is to win.

Failing fast is different from failing often. The goal is to test ideas intentionally and get answers quickly, then iterate and continuously improve. 

This philosophy comes from The Lean Startup methodology, which relies on testing hypotheses to better understand your customers’ pain points and goals. 

The reality is that we don’t know what our customers want most of the time.  

Running experiments allows you to test what you think you know about your customers, rather than investing time, resources, and budget into an idea that ends up not yielding results.

Each experiment helps you learn more about your customers and generate foundational data for future experiments and marketing efforts. In this way, they are continuous feedback loops that help you find the message and marketing approaches that will achieve your growth goals.

Your customers want different things. To drive loyalty, tailor the experience to what each customer values. 

To truly differentiate your brand, center your growth strategy around creating unique and personalized customer experiences.

Getting to know the 4 major types of growth strategies in marketing

The Ansoff Matrix, named for its strategist creator Igor Ansoff, can be a helpful tool as you evaluate growth opportunities.

It outlines four major growth strategies: market penetration, market development, product development, and diversification. 

Marketers can use this framework to evaluate the risks associated with different growth strategies. Market penetration is the least risky and diversification is the riskiest strategy.

Infographic demonstrating the market penetration matrixInfographic demonstrating the market penetration matrix

1. Market penetration

The goal of…

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Seagull Management: 4 Ways to Stop Dumping on People

Seagull Management: 4 Ways to Stop Dumping on People

Seagull managers fly in, make lots of noise, dump on everyone, and fly away.* You might say a seagull manager is full of crap.

The seduction of problems makes you a seagull.

Stay away if all you’re going to do is dump on everyone.

Image of wide-mouthed seagull. Stay away if all you're going to do is dump on everyone.Image of wide-mouthed seagull. Stay away if all you're going to do is dump on everyone.

Seagull management is seen when:

  1. You only show up when there’s a problem.
  2. People scatter like coach roaches when you walk in.
  3. Heads automatically nod yes to every ‘brilliant’ suggestion you make.
  4. Everything is going great when you ask how things are going.

4 ways to stop dumping on people:

#1. Take action after reflection.

When to spend time alone:

  1. Before big decisions. Seek input and then grab solitude-time.
  2. After major accomplishments. The last thing you need after major accomplishment is addiction to adulation, from yourself or others.
  3. Prior to major change or big projects.

Image of a person standing alone by a mountain lake.Image of a person standing alone by a mountain lake.

#2. Row-with.

Shouting instructions from the sidelines never feels good to people in the race. If you do anything from the sidelines, cheer but don’t correct.

Ask yourself if your intervention helps OTHERS get things done.

Focus on real-time development.

#3. Show up when things are going right.

It’s better to cheer success than complain about failure.

Momentum is a series of small wins. If you did more cheering, you might have less to complain about.

#4. Ask questions before giving instructions:

Open curiosity is welcome. Know-it-alls are seagulls.

Image of light through tree branches.Image of light through tree branches.

Back off:

Successful people concern themselves with ‘getting er did’. But quick interventions often feel like painful meddling.

Back off when your team is competent, committed, and clear on their goals.

Intervene when people’s frustration turns to exasperation. A little frustration is motivation; too much is distracting.

How might managers stop dumping on people?

*Ken Blanchard and Spencer Johnson propagated the concept of seagull management in their classic book, “The One Minute Manager.”

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3 Surprising Quotes from Sir Edmund Hillary that Contradict Established Thinking

3 Surprising Quotes from Sir Edmund Hillary that Contradict Established Thinking

A quote that captures your imagination can change your life, or at least your day.

Image of Sir Edmund Hillary quote. Image of Sir Edmund Hillary quote.

#1. Vision:

“I never had a vision to climb Mt. Everest, as with everything else it just grew.”

You may not know the long-term vision, but that’s no reason to sit in a recliner eating cookies and milk.

Self-reflection is necessary. Prolonged inaction exaggerates confusion.

Sir Edmund discovered that he loved climbing mountains, so he climbed mountains. The vision for climbing Everest grew out of love of climbing.

Love gives birth to vision.

Image of snow-covered mountains. Image of snow-covered mountains.

#2. Confidence:

“I believe if someone starts out on a challenging activity completely confident that they’re going to succeed, why bother starting.”

My feeling was we would give it everything we had.”

Base confidence on effort, not outcome. There’s an element of luck to reaching the summit of Everest. The weather changes and you could be driven off the mountain. You can’t control outcomes; you can control effort.

Realize you can be confident and uncertain at the same time. Bravado is confident about everything.

Fools are confident where wisdom wonders.

If you need certainty to begin, the things you begin will be small.

Sir Edmund Hillary quote. Sir Edmund Hillary quote.

#3. Energy:

“I never climbed up anything one step at a time.”

Choose enthusiasm.

Remarkable success calls for unshakable energy. Half-hearted effort is fully dissatisfying. If you can’t go all-in, go all out.

Dabblers insult opportunities.

Half-hearted effort devalues talent and insults teams.

  1. Give your best even if you aren’t fully appreciated.
  2. Make commitments based on your values, not other’s behaviors.
  3. Express gratitude when you feel underappreciated.
  4. Don’t perform poorly to punish lousy bosses.
  5. Care when it feels safter to isolate.

You need a new destination if half-hearted commitment takes you where you want to go.

Do something where failure matters.

Which Sir Edmund Hillary quote catches your imagination?

Read what Sir Edmund Hillary did on top of Mt. Everest. The Obsession of Successful Leaders

Source for quotes:

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Episode 1671 Scott Adams: Talking About Ukraine, Kanye, And Why Movies Are All Bad

Episode 1671 Scott Adams: Talking About Ukraine, Kanye, And Why Movies Are All Bad

Content:

  • Ye fictional decapitation of Pete Davidson
  • Bloomberg article, John Eastman emails
  • A layer of wokeness required in all movies
  • Battle of the Russia narratives
  • Trent Telenko’s tire inflation observation
  • Drone usage in the Ukraine war
  • If you would like to enjoy this same content plus bonus content from Scott Adams, including micro-lessons on lots of useful topicsto build your talent stack, please see scottadams.locals.com for full access to that secret treasure.

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How to Network for Your First Marketing Clients with Hassan Bash [VIDEO]

No funnels or money for ads? No problem. In this video Hassan Bash, Founder & CEO of Bash Revenue shares his simple way to earn clients.

WHAT IS DIGITALMARKETER:

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.

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Do I Believe The Best In Others?

Do I believe the best in others?

This is a question that I’ve been asking myself a lot lately. Because believing the best in others is not something to be assumed; you must be intentional in checking the lens you’re looking through when viewing others.

John Maxwell teaches a simple exercise to help cultivate the practice of valuing people – “put a 10 on their heads.” What he means by that is, give each person a score of 10 when you meet them (on a scale from 1 to 10 of course!).

As you put a 10 on their head, you will find yourself believing the best about that person. You can imagine how drastically this shifts the interaction. But, again, this doesn’t happen by accident. Believing the best in others requires intentionality.

Chances are, I don’t know most of you who are reading this post personally. But if I could step through this screen today and meet you one of the first things I would say is, “I believe in you.” If that happened, you might look at me like I’m crazy since I don’t know you yet. But here’s what I do know: everyone has value and everyone has the potential to offer value to others.

This is why I get up every morning excited to go to work! The mission to see the value in people like you, help you discover that value, and then encourage you to live it out.

Let me try to simplify this…  Believe the best in people.

Everyone wants his or her life to matter. Everyone wants to feel significant. That’s why what Author George M. Adams said many years ago is so important, “There are high spots in all of our lives and most of them have come about through encouragement from someone else.”

When you believe the best in people, and then communicate that belief, you set them up for success.

My friend, you have value. And you have the potential to offer value to others.

I believe it. Do you?

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Episode 1643 Scott Adams: All of the News is Extra Hilarious and Positive Today. Come Join Me

Episode 1643 Scott Adams: All of the News is Extra Hilarious and Positive Today. Come Join Me

Content:

  • Jeff Zucker kinda genius, diversion narrative
  • Natural gas and nuclear as green energy
  • 2000 Mules movie by Dinesh D’Souza
  • Washougal High School mask rebellion
  • Kids in “Face Cages” reframe
  • Unmasked school kids are felony trespassers?
  • If you would like to enjoy this same content plus bonus content from Scott Adams, including micro-lessons on lots of useful topicsto build your talent stack, please see scottadams.locals.com for full access to that secret treasure.

Podcast: Play in new window | Download

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Why Specializing in a Niche Produces High Returns – Dave Walters [VIDEO]

Why specializing in a niche produces high returns.

If you try selling to everyone, you’ll sell to no one.

Dave Walters, Founder & CEO of Steam Powered Marketing talks about why he decided to focus on a niche.

WHAT IS DIGITALMARKETER:

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.



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6 Ways Heroes Advance Your Life

6 Ways Heroes Advance Your Life

Life if larger with heroes.

The wrong idea about heroes propagates helplessness.

The right idea about heroes gives you strength.

Heroes ignite imagination. Image of little boy pretending to be superman.Heroes ignite imagination. Image of little boy pretending to be superman.

Bonnie Tyler sang,

“Where have all the good men gone and where are all the Gods?
Where’s the street wise Hercules to fight the rising odds?
Isn’t there a white knight upon a fiery steed?
Late at night I toss and I turn and I dream of what I need

I need a hero…”

You don’t need a hero to save the day. Heroes teach you to save the day yourself.

A 5-year-old’s heroes:

Heroes changed the life of a five-year-old from Kewaskum, Wisconsin. His family didn’t watch TV, but in 2010 his mom and dad decided to let Jordan Stolz and his sister watch the Olympics.

“Baby Jordan” saw Shani Davis and Apollo Ohno skate in the Vancouver Olympics. Not long after, he put on a snowsuit and life vest and learned how to skate. (Mom was worried he might fall through the ice so she made him wear a life vest.)

Heroes show you what’s possible.

“When I was six years old one of the coaches I had was Jeff Brand, …asked if I wanted to be a national champion. I didn’t know what it was but when he said I could be the fastest skater in the nation, I said YES!” Jordan Stolz

Ukraine:

Volodymyr Zelenskyy, president of Ukraine, is a hero in my book. He demonstrates attributes and behaviors that call people to rise up.

I’m not sure Zelenskyy has always deserved admiration. It doesn’t matter to me. He deserves it now.

6 ways heroes advance your life:

  1. Instill self-belief.
  2. Fuel inspiration.
  3. Ignite imagination.
  4. Shame cowardice.
  5. Rally support.
  6. Infuse courage.

Heroes help you imagine what you might do.

How do heroes advance life?

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Top 6 Best Collection Agency Services – 2022 Review

Businesses should be focused on serving their clients, not on tracking them down for missed payments. Collection agency services solve this problem by recovering your money and strengthening your cash flow. Agencies do this by identifying your debtors and reaching out to them in a targeted way. If you’re wondering which collection agency could be best for you, keep reading.

The Top 6 Best Collection Agency Services

  1. Rocket Receivables – Best for Small Businesses in Highly Regulated Industries
  2. Prestige Services – Best for Commercial Accounts
  3. Summit Account Resolution – Best for Medical, Dental, and Employee Reimbursement
  4. Atradius Collections – Best for Global B2B Debt Collection
  5. IC System – Best for Landlords, Government Agencies, and Financial Institutions
  6. The Kaplan Group – Best for Large Claims

Let’s take a deeper dive into the best collection agencies so you can determine which is right for your business. 

#1 – Rocket Receivables — Best For Small Businesses in Highly  Regulated Industries

  • Stage One clients receive 100% of collections
  • Rocket Booster enhances collection reminders
  • Stage Two clients only pay when debt is collected
  • Covers B2C and B2B accounts

Try it today

Rocket Receivables is the solution for smaller businesses that are having trouble collecting and that are concerned about breaking debt collection regulations. The service helps small to midsize businesses in industries like healthcare, retail, contracted services, real estate, professional services, education, and more.  

The service is straightforward and is broken down into two stages. Stage One is for accounts that are less than 120 days past due, and it has up-front pricing with a fixed fee. During Stage One, the debtor is reminded once from first-party outreach and is sent…

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