By Sujan Patel
To some, marketing and growth marketing are interchangeable. After all, the end goal of all marketing is growth, so surely growth marketing is just “marketing”… right?
This isn’t entirely illogical, but it is wrong.
Marketing is a broad term that comprises all channels and techniques used to help a business grow – from SEO and PPC, to email marketing, direct mail and much more – including, of course, growth marketing.
Most marketers will drive revenue via a group of very specific channels. An SEO, for instance, will optimize a site, assess and fix technical errors, and implement a strategy for driving backlinks. A paid search expert will leverage digital ad platforms to drive qualified traffic to specific pages of a site.
A growth marketer, however, might use one – or all – of the channels just mentioned (plus many more). What’s different is that they’re in a constant state of flux. They’re always testing, always trying new channels or figuring out how to leverage existing channels more effectively.
In fact, the channel itself is secondary to a growth marketer’s goal: driving fast, sustainable, scalable growth.
Here are 10 ways successful growth marketers think differently, and how you can start thinking the same way, too.
1.They fail fast
To “fail fast” means to figure out when something isn’t working, to learn from it, and to move on ASAP.
It doesn’t mean trying to fail.
It’s an ideology that can stop companies from wasting cash propping up a failing venture. Other times, it offers a chance to adjust how and where cash is being spent – potentially preventing a company from going under.
Fail fast (or be ready to), and you’ll protect yourself from making a rookie mistake: overinvesting in channels or concepts that aren’t working.
Good growth marketers are hardwired to think on their feet and be fluid in their approach. Failing fast should come naturally to them.
To mirror this mentality, set aside time, once a week or so, to sit back and take stock of your situation. Be totally honest with yourself about what is and isn’t working and resist the urge to keep plugging away at something you know isn’t delivering – even if it was your idea (great growth marketers never get emotionally attached to ideas).
2.They measure everything
Or pretty much.
Not everything can be accurately measured (customer delight, for one) or should be measured. If a metric can help a growth marketer make better decisions, however, they will measure it. After all, if we don’t assign KPIs to our activities and track progress against them, how will we know when we’ve failed?
This is inherent to the growth-marketer’s mindset and essential to their success.
If you’re not measuring everything you do, don’t worry – it’s not too late to start. Look at all your marketing tactics in isolation and establish what metric or metrics will help you understand how effective each one is at meeting its goals. This Go to the full article.
Source:: Business 2 Community