The business community spends more than $200 billion each year on marketing its goods and services. Sometimes the money is well-spent; at other times, it doesn’t generate the intended return. That’s why a growing number of companies are turning to growth marketing to boost their firms and bring in customers without spending more on advertisement than necessary.
What is Growth Marketing?
Growth marketing isn’t a single advertising strategy. Rather, it’s a combination of effective marketing techniques used in conjunction with data analysis and application, A/B testing, and technical analysis to bring about results.
Know Your Audience
Do you have a target audience, and do you know what your audience is looking for? If you’re an established IT managed service owner, you probably have specialized skills, and you know what type of customers would be most attracted to your business. However, it’s probably safe to say you don’t know everything about your target audience. Take some time to get to know what potential customers are looking for by researching IT and business trends or asking your current customers for input and suggestions.
You also need to take a close look at your data to determine who your current marketing efforts are being drawn in. Do most of your customers come via referrals, visit your website or social media pages, or email marketing? Which marketing method generates the highest return on investment? Knowing what works and doesn’t work is key to a successful growth marketing campaign.
Engage Potential Clients
You want to use a variety of channels to engage potential clients. These channels include, but aren’t limited to:
Your website and blog
The key is to create an awareness of your firm and encourage potential clients to engage with your firm. You do this via social media by creating winning content and offering special deals to entice people to reach out to you and get to know you better. You can do this via your website and blog by making it easy for people to sign up for updates. Once you have a collection of email addresses, you can create targeted emails that will appeal to your subscribers’ specific needs.
Continual Testing and Adaptation
As you use various marketing forms to bring in potential customers, your marketing team should continually measure the success rate of any given method to see if it should remain in place or be adapted. For instance, you may be getting lots of social media page views without generating many customers from your accounts. Do you know why? Perhaps a freemium is to encourage those who follow your account to get to know you better. Maybe certain images would help your target audience better understand what you’re offering. On the other hand, maybe you’re not getting many blog views, but the people who do take the time to come to your blog almost always leave their email address and show an interest in your firm. You may want to work on your SEO and invest in a Google AdWords campaign in such an instance.
A/B testing is a pillar of growth marketing; you don’t want to avoid it. As the name implies, this form of testing involves trying out different tactics to see which method generates results. You run two different advertisements on Google AdWords to see which one gets the most clicks; alternatively, you run the same ad but at different times to see when your target audience is most likely to be online. You try different colors for your website buttons to see which one gets the most clicks. The A/B testing method can be applied to just about any marketing tactic but bear in mind that you’ll need over 25,000 clicks or website visits to generate reliable data. Nonetheless, the results are sure to be worth the effort. Consider the following success stories:
Dell, Axway, and Marian University boosted their conversion rate by well over 250% by using A/B testing for landing pages.
SAP boosted its conversion rate by over 30% by using A/B testing to select the color of the CTA buttons on the website
AbWebber boosted the response rate to its emails by well over 500% by using A/B testing for email subject lines.
How to Partner with Ulistic to Create a Winning Growth Marketing Plan
As you’ve likely realized, growth marketing is effective yet time-consuming. You can’t run your marketing plan on auto-pilot; rather, you’ll need to continually analyze your marketing data and test your marketing methods to improve your conversion rate and effectively engage with your target audience.
Ulistic is the partner of choice for any IT managed service provider that needs professional marketing assistance. We specialize in working in your industry and so understand your unique needs and how to meet them. Our team has more than ten years of experience successfully promoting IT managed service companies in the United States, Canada, and Australia. We get rave reviews from clients for offering a high standard of customer service and tangible results.
Would you like to leverage growth marketing to its fullest potential to reach your target audience in the most effective manner possible? If so, get in touch with us at your convenience to learn more about our services or get a free digital marketing review from our team of IT experts. We look forward to helping you create a customized marketing strategy that will make it easy for the people who need your services to find you without undue hassle and delay.
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Stuart Crawford serves as Creative Director and CEO with Sebring, FL Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.
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