GROWTH MARKETING MINIDEGREE / CXL — REVIEW 12

In the last blog post, we talked different topics with the growth marketing in detail. In this blog post, again we will talk about lots of topics with the last and 12th part of CXL Growth Marketing Minidegree.

You can go to the CXL website from here.

• Technical SEO by Martijn Scheijbeler
• Maximizing Audience For your PPC campaigns by Michelle Morgan
• Marketing Strategy by Lindsey Christensen
• Optimizing Your Growth Process by John McBride
• Project Management for Marketers
• Optimising Marketing Tech Stack by Dan McGaw

Technical SEO

This is the process of finding issues & bugs of the site that could hurt its organic search performance. The goal here is to optimize the fundamentals. Always, try to do an SEO audit at least once a quarter. There are many tools present to complete this task. Some of these tools are Screaming frog, Deepcrawl, Sitebulb, etc.

URL Structure -

• Folder structures: /folder/
• Parameters: /folder/?parameter_key=value
• Fragment: /folder/#hashtag

XML is the site map to know the relations between pages, videos & other files on our website.

Maximizing Audience For your PPC campaigns

Other than keywords Finding the right target audience is also very important. And it can be easily done from the existing tools from the social media platforms. Some of these tools are -

• Google Analytics
• Facebook Audience Insights
• LinkedIn Insight Tag
• Pinterest Audience Insights

Try to look for the pattern no matter what the tools are. Analyze where people fit in your Audience to understand performance differences, create further segmentation, & many more.

Retargeting is very important as it has the most chances for better conversion results. Try to leverage time in the retargeting & Utilize cookie length to our advantage. Also, decrease call to action price as time passes.

Marketing Strategy

Marketing includes all the necessary actives to generate sales. Common misconceptions about Marketing are -

• The goal is to trick customers!
• It is all advertising!
• It is a soft skill!
• Marketing is dead!
• Works in a silo from product, sales, engineering
• It is just managing the website and Twitter account, right??

Core Areas of marketing include -

• Product Marketing — This area conducts user research, Identifies market opportunities & launches a product. It also maintains competitive analysis.
• Brand — This is the voice & tone of the company. It creates awareness & position in the market by creating the feel of the product.
• Demand Generation — -It works in experimentation & lead generation to drive more sales. It nurtures the leads & optimizes the lead funnels.
• Events & Community — It connects with prospects, customers & others in the industry to build a movement that supports the company’s strategy.
• Sales Enablement — It writes case studies, trains the sales team about product & market opportunities.
• Public Relations — It helps us in understanding where customers consume information. It nurtures media relationships & also maintains a newsworthy content calendar.
• Content & Creative — This brings ideas to the life of other marketing areas like branding, public relation, etc.
• Operations & Analytics — This area helps in an in-depth analysis of marketing strategy. And also Track key performance indicators.

For research, always go for swot analysis. This kind of research can help us in all fields of marketing by creating ideal customer profiles, generating reports of old campaigns, and many more.

Optimising Your Growth Process

There are two primary key points to optimize the growth process

1. Choosing Better Experiments- It is necessary because this will help to get more growth per experiment. It gets better by looking back to the experiments & learn from them. Do this once a month. Also, do not focus on the no. experiments but focus on the quality of the experiment & learnings from it.
2. Increase the speed — Try to reduce the time gap between thinking about an idea to execute it. Try to find efficiency at every stage of the experiment.

Analyses are the next step after it. It is one of the most time-consuming processes but, it also gives real insights from the experiment. Try to automate this process to save some time.

Project Management for Marketers

What happen you do not have solid Project Management? Project management is a crucial factor in achieving the right goals at the right time. There are three categories in which problems could fall -

• Resource — It is a Problem where there are not enough people in the project or are too busy to work on that project. Some other issues could be rushing in time to finish the project by the deadline or context switching.
• Scope — When they over or under committed the project scope to achieve the goals. It sometimes happens at the cost of quality or wasting too much time on the project.
• Attribution — In this category, sometimes goals are not set accurately. Not tracking KPIs well could also be a big issue.

Optimising Marketing Tech Stack

Marketing technologies that we use to do effective marketing in our business. And these technologies could be so many like websites, email capturing tools, automation tools & many more. Marktech stack is huge as it includes marketing tools, sales tools, Support tools & Developer tools. Till 2018 there were more than 7000+ tools available, according to cheifmartec.com. And with so many tools launching every day, this could be overwhelming & confusing. So, there is a proper process has been taught in the course to identify & list the technologies based on our use, requirement, and budget.

Final Words

Growth Marketing is becoming more and more important for all companies. Understanding the movements of the users and creating strategies according to these behaviors increases the conversion rate of the company and provides positive feedback from users.

With its expert instructors and detailed course content, CXL is an excellent platform for those who do not know where to start in growth marketing or who want to improve themselves. Thank you very much to the whole CXL family, I learned a lot of valuable things during this course. I hope I was able to convey some of this information to you while I was learning.

See you on other blogs.

Thanks,

Mert Kolay