Growth Marketing Guide Chapter 2: Strategy

Digital marketers spend a fortune to send qualified traffic to the website. Without a conversational marketing strategy to effectively convert leads, it’s hard to justify these investments. The crucial need to convert traffic is why 78% of marketers say they invest in one or more marketing channels that engage customers in real time. The digital marketing team at Korn Ferry was struggling to convert visitors into leads for their sales team.

Your conversational bumpers keep people from going in the gutter and never returning to your product. Conversational bumpers work because they reach people where they are. Whether you decide to use email, what role does optimization play in your conversational growth strategy SMS, remarketing ads, or direct mail, there are countless ways to bring people back to the product after they leave. Even with the most amazing free-trial experience, most users won’t convert.

Chatbots and conversational marketing

From a functional perspective, what does your product help people do? Typically, a functional outcome breaks down into factors such as incremental revenue, reduced cost, reduced risk, or time savings. This approach to pricing helps you understand what your customers truly want and which features to develop. If you use cost-plus pricing, you’re most likely saying goodbye to the majority of your business’ profit potential.

Create a dashboard or platform to plan, update and record all your conversion activities. Encourage them to contribute to conversion optimization and make smart decisions based on factual data. The internet is flooded with case studies that suggest that one particular color, for instance, red, converts better than another, say green and so on. Rather, it’s all about which color pops up better on the background of your banner or web page.

The Elements of Inbound Marketing

Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about. By providing or simulating a conversational channel with your website visitors, you can deliver content in a consistent and relationship-focused manner. This helps potential customers feel valued by the brand because they are having a one-on-one conversation with your company. A marketing strategy in simple terms is your approach to an audience to convince them your product or services are better than others. SEOs play an essential role in conversion growth by optimizing web content to rank higher in search engine results pages .

• Often, savvy businesses will name the pricing tier after each of their personas or give it a similar nickname to signify the type of buyer who regularly purchases that plan.
• Yes, imitators arise, but experience shows there is a wide window of opportunity to stay ahead of imitators.
• Building a conversational growth strategy around the right buyer personas helps you deliver value to them and grow your own business.
• Instead of a chart cobbled together in Microsoft Excel, Marko’s software helps you put together brilliant, professional reports that you can show to your executive team.
• While many theories follow on how to build a good and effective form for your website, these may or may not work equally for all.
• Being able to respond in real time reduces the resolution of an issue, but also could lead to more sales from new prospects, as they work through their customer decision-making process.

Customer surveys reveal information about the actual psychological thinking of customers – what convinced them to buy a product, what drew them away from the site, and so forth. It’s one of the best ways to learn strategies for effective site optimization. While quantitative data offers a good insight into your business’s performance, it doesn’t paint the entire picture. For this reason, gathering qualitative data is of utmost importance. Qualitative answers offer better insights on how your customers perceive your brand, why they are or aren’t buying your product and/or service, and other breakthrough information. Use the gathered information as a benchmark study and decide the improvements which could benefit your business in the long run.

Analytics

When deciding between a free trial, freemium, or demo model, you need to be extremely careful. Choosing the wrong model can easily bankrupt your business. Unfortunately, you can’t just Google the pros and cons or ask a fellow founder which model will work best for you.

Your SaaS company exists to offer value to your customers. If you’re reading this, I’m going to guess that you work at a for-profit business. By offering the majority of your product for free on a freemium model, you reduce the incentive for people to upgrade. Communicating your value is at the crux of a Product-Led Growth strategy.

Fill in the blank: a conversion path is the method by which you encourage someone to __________.

EY-Parthenon professionals assist clients in developing a detailed action plan for reaching target customers and achieving competitive advantage in the market. They then explore what gaps clients need to fill to fully capture that market opportunity and evaluate the most efficient ways to fill those gaps. EY-Parthenon professionals help clients reimagine their future success and transform their businesses to meet the needs of their markets. Partner, and today we are the only HubSpot Platinum Solutions Partner agency in the region. In the first stage of the inbound methodology, you need to attract visitors to your website. SEO , including pillar pages and other content, will help you increase your chances for ranking higher in search engine results.

Running a CRO campaign at this stage yields better results as there’s a larger participating audience. I’m sending you a personal email to get to know what the experience purchasing from me was like, and what improvements would you like to see. My name is , and I’m the founder of [product/service name]. Their primary goals at this point are to exceed their previous MRR or ARR of the first year or two. In the process of doing this, they cut costs to the bare minimum while trying to achieve the best they can. However, as your business grows, you need to change your CRO methodologies and practices.

What Role Does Optimisation Play In Your Conversational Growth Strategy?

When it comes to pricing, if you 100x your prices, your customer acquisition model will take a brutal hit. On the other side of the spectrum, if you give away the majority of your features for free, you’ll create a powerful customer acquisition model that will bankrupt your business. Once a user signs up as a customer, don’t think you’re off the hook. You still have two more levers to pull to grow your business. First, we’re going to cover how to increase your ARPU.