Home » Blog » CXL Growth Marketing Overview-1

CXL Growth Marketing Overview-1

Naveen_TShape
I enrolled into the CXL scholarship program on Growth Marketing because I want to evolve from a digital marketer to a growth hacker.
 
Growth Marketing mini degree from CXL is the most comprehensive course I have seen with over 111 hours worth of content.
 
As I have already learned and completed a Digital Psychology mini degree from CXL, I knew the quality of their content and practices.
 
Please follow the upcoming 12 weeks to get more about Growth Marketing aka Growth Hacking through my articles.
 
Today, I’ll review everything I learned from the following courses:
 
1. Growth Marketing Foundations
2. Building Your Growth Process
3. User-Centric Marketing
4. Identifying and Amplifying Growth Channels
5. Research and Testing
 
After reviewing each course, I’ll share with you my key takeaways,
 

Growth Marketing Foundations

 1.1 What’s the Difference Between Traditional Marketing and Growth Marketing?

Traditional marketing only focuses on awareness and sales, while growth marketing focuses on expanding the business through the entire funnel.

1.2 The 3 Essential Skillsets for Every Growth Marketer:

  1. Baseline skill (email marketing, SEO, copywriting) to have an understanding of the digital marketing space.
  2. Digital analytics to know te process and analyze data.
  3. Project management/leadership skills to provide new and innovative solutions to our business problems.

1.3 What Makes a Good Growth Marketer?

  • Hunger to learn.
  • Experiment mindset
  • Creed to improve existing process.

2. Building Your Growth Process

 2.1 Step’s to Build Your Growth:

  1. Define your growth model.

  2. Map out your customer journey.

  3. Identify all growth channels.

2.2 Key Metrics of every product (Using the AARRR Model aka Pirate metrics):

  • Acquisition
  • Activation
  • Retention
  • Revenue
  • Referrals

3. User-Centric Marketing

 3.1 User-Centric Means to Learn From:

  • User research
  • User experience design
A typical way of understanding the customer is using a persona. However, personas aren’t the best way to research because they are a snapshot in time and don’t take into account the entire customer journey.
A better way to do research is to create an empathy map that will show you the entire journey of your customer, from entering your website to purchasing your product.
More Ways to Understand Deep About Customers Without Pouring tons of Money
  • Talk to your salespeople.
  • Listen to your customer support.
  • Discuss with your social media team.
  • Your analytics.
  • Research search terms.
  • Take a look at their social media profiles and posts.
  • Watch session recordings and heatmaps of users browsing through your website.

3.3 Surveys

Surveys, — let people first finish up whatever they are doing on your website before giving them the survey. You can put it on exit intent.
 
Aim to keep the survey short, using 1–2 closed questions maximum.
 
If you can, give your prospects an incentive at the end.
 
Semantic surveys focus on the keywords. During this survey, users are shown the design, and they get a sliding scale to rate it from one extreme to another.
 

3.4 Top Task Analysis

Here’s how to do it:
  • You take all the questions your customers have.
  • Combine similar questions and remove the ultra-specific ones to create a list of 60–100 items.
  • You order them in specific categories.
  • You create a survey asking your customers how to rank all tasks from 1 to 5 based on importance.
  • Use the data to improve your messaging and branding.

 3.5 Customer Journey Map

It has two elements:
  • Steps on the journey.
  • The information we want to collect on each of these steps.
When you create a customer journey map, ask yourself — what are the touchpoints people encounter on my website, application or product.
A customer mapping workshop is the best way to figure out the customer journey.
 
People required to get the best results from Customer mapping workshop,
  1. Users
  2. Sales
  3. Customer Support
  4. Social Media people
  5. Anybody who has done user research
  6. IT people
  7. Senior management
Keep in mind to put an expiry date on the customer journey map.
 
Frequent updates are the key to stay on top of your audience’s interests.

3.5 Exercises That Involve the Customer in the Design of the Campaign:

 User Research Exercise
Ask them “If my company is a famous person, who is it and why?”
Waiting Room Exercise
 
Ask them two questions:
1. What should the waiting room in my company look like?
2. What’s the music, how does it look, what’s on the wall?
 
Here are two exercises to help you understand your unique selling points:
1. Ask people to write a love letter or a breakup letter.
2️. Ask people to create a book cover for your product.
 
First Click Test
Show a mock-up of your website to your users and ask them “Where would you click on first?”
“User has an 87% chance to complete an action if their first click is right. If their first click is wrong, they only have only a 46% chance of completing the action.”
Five Seconds Test
Show your users the marketing material for 5 seconds. Then, ask them what they remember. This will show you if the customer is getting your key message and if they are getting distracted.
 
Let us see the continuation of User Research practices and techniques in the next article.
 
Still then,
 
Stay Curious,
Naveen!
 
 
P.S
I have planned to share best resources for learning, tools, communities and more in future about Growth Marketing and Product management in detail.
 
For any doubts or queries drop me a comment or Email at growwithnaveen.com

Leave a Reply