People always ask, What Is Growth Marketing? Growth Marketing is a way to attract traffic to your website using Content Marketing. You create a conversion path for the traffic by offering helpful and relevant information to these visitors. And Lastly use tracking code and a CRM to organize and collect visitor information for email marketing and lead intelligence.
Growth Marketing is also known as Inbound Marketing. You may have heard about this from companies like HubSpot leading the charge. Let's dive into how it works.
Attraction New Visitors
If you provide valuable content relevant to your business, people will find your website through search engines, email marketing & social media. Buyers are empowered now more than ever. Infact according to Online Retail Today, 82% of consumers research online before purchasing.
B2B researchers do 12 searches on average prior to engaging on a specific brand's site. (Source: https://www.hubspot.com/marketing-statistics)
Blog Articles, Videos and Podcasting are all great ways to provide content that will attract new visitors. Post consistent content that helps support the products or services your company offers. Each piece of supporting content increases your authority score improving your rank on search results.
The company with the most helpful information wins the business.
Without a defined conversion path, your website is nothing more than a brochure. When a person lands on a blog article, landing page, or pillar page, make sure to include a Call To Action.
If someone visits a single page on your site and leaves, that's considered a "Bounce". It hurts your search rank score. By giving people a reason to stay on your site, your demonstrating to search engines that your information is more valuable.
A Call To Action can be as simple as downloading an eBook, joining your email newsletter, or reading other webpages.
Try to offer valuable enough content so that a visitor would feel comfortable completing a sale (eComm) or providing their contact information so your sales team can follow up.
This is where things get exciting. Using tracking code and a CRM, you can get valuable information about visitors on your site. Here's a list of just some of the info you can collect:
- What pages were visited
- How long they were on your site
- How they found your site (direct, search, social, etc...)
- Their geographic location
- Demographic Information (age, sex, income, etc...)
- What documents they viewed
- If they opened or clicked an email
All this is incredibly valuable information to a salesperson or marketer. Imagine being a B2B salesperson and getting notified that a lead was reading your email or viewing your webpages. That tells you that they are researching and you know by what they are reading, what they are interested in.
That's the best time to call them.
Inbound Marketing vs Outbound Marketing