Marketing - Growth
Growth Strategy
Growth Marketing
- Você precisa sair com o seguinte mindset: não sabe exatamente o que o consumidor quer
- Ir aprendendo com o consumidor e ir investindo de acordo com o que você vai aprendendo
- Usar sempre métricas: dobrar contatos / dobrar faturamento etc
- Rodar várias campanhas até acertar
- Não colocar toos os ovos em uma única campanha
- Ao invés de mandar e-mails frios x “Instacart te ajuda a economizar 1h por semana”
Layer of Detph in Test
- Aprender se funciona ou não - se tem conversão
- Qual é a mensagem certa, qual a campanha certa?
- Uma mensagem para cada cliente de acordo com o que aprendemos com ele
Metas
- Criar metas trimestrais
- Que sejam alcancáveis
Insights
- Ao invés de olhar o que você quer que o cliente faça: Quero que ele compre mais. Tente olhar sob a perspectiva de retirar barreiras do seu site/produto. Para que a experiência seja mais fluída possível.
- Qual é o caminho que o cliente está traçando até chegar ao seu produto?
- Qual é o ponto mais impactante, em que é possível focar mais para melhorar o processo do cliente?
- O Growth marketing funciona só quando o negócio está funcionando
- Focar no meio pro fundo de funil
- Focar em poucas métricas de acordo com a sua meta trimestral
- Achar um jeito de testar TODAS as ideias. Não adianta ter brainstorms e ideias sem teste específico
TODO
- Aprender a interpretar dados
- Seja em SQL ou Tabelas Excel
- Strategic Thinking
- Parar com campanhas genéricas: Advogado Cascavel
- Depois de tentar algum experimento de crescimento partir para a automação
- Ex: Automação de e-mails / automação de analytics
Identifying and amplifying growth channels
- SEM (Search Engine Marketing) or PPC (PayPerClick) => GoogleAds (60% Market Share) / Bing
- SEO (Search Engine Optmization) : Wikipedia / Yelp
- Social and Display Ads
- Email Marketing
- Content (Blogs - Reddit)
Insights
- Focar em um canal
- Não ser “thin” (Pequeno) em todos eles
- Não errar o canal => Exemplo: B2B no TikTok
- Quando achar o canal certo - Dobrar seus esforços
- MQL - Market Qualified Lead
- Audience Fatigue => When channels get “too crowded” they may increase the cost of your strategy and decrease its effectiveness
Testes
- Melhor horário que a audiencia consome o material
- O conteúdo, qual é o melhor?
- CTAs
- Links nos Posts - Pequenos/Grandes - Cores etc
- Oferta
KPI (Key Performance Indicator) for SEO
- Sessions & Visit - How much traffic is coming froma a dimension/source?
- Bounce RATE
- Goal Completions - N of conversions
- Revenue: Dinheiro entrando !
- Goal Conversion Rate %: % of visits results in goal conversions
Content e GAP Analysis
- Keyword Research:
- Assess your competitors / Compare
- Determine high search volume terms / Altere sua abordagem atual
- Prioritize your conten accordingly / Crie um “roadmap” para chegar aos seus objetivos
- A própria ferramenta do Google: Google Keyword Planner
- Keyword Trends
- Moz Keyword Explorer;
- Ahrefs
- BrightEdge (enterprise)
Linkbuilding
- Quanto mais as pessoas falarem de voê melhor
- QUALIDADE antes de QUANTIDADE
- Como chegar nessas referências grandes?
- .edu and gov => Extra Credibility
- Relevância no ramo
One Page SEO
Basic technical knowledge for optimizing your On-page and local SEO for the following: Page title () - Keyword Desejado na página - Brand ou nome da empresa Meta description - Descrição Básica para o usuário ler URL - Estruturar URL facilmente //// header tags (h1, h2, etc.) - Apenas um H1 Image alt-text - Inserir Keywords também
HTML Simples
Local SEO
- Google/Bing
- Local Business Directories : Yelp & Yellow Pages
- YEXT or MOZ Logal
PPC (Payperclick)
- Awareness Campaigns
- Lead Generation Campaigns
Subareas of PPC Campaigns
- Pre-awareness
- Awarenesse & Trigger
- Consideration
- Engagement
Variables to test
- Messaging
- Assets
- Content
- CTA
- Offers
Content Marketing
- É o que une todos os aprendizados anterior
- As pessoas querem saber mais do negócio através de artigos do que de propagandas
- É possível provar o ROI das campanhas sim
Daft Punk
- Controlaram todos os aspectos de sua arte de forma congruente
Different Scaping the Competitive Herd - Youngme Moon
- Offer something that is hard to come by
- Commit to a big idea
- Be intesely human
- True differentiation is a funciton of playing on strenghts
Purple Cow
- Create remarkable products that the right people seek out
- Offering something a little bit cheaper/better/faster is a waste of time
- The leading brand has ahuge advantage over the others
- Being outrageous is not remarkable
ZAG
- Clutter is the ENEMY
- Successful zags test porrly with consumers before they’re launched so companies ignore them
- Your zag and company behavior must be aligned and coherent
- If you’re not zagging, you’re lagging
Resourcces
- Different Scaping the Competitive Herd
- Purple Cow
- ZAG
- The 22 Immutable laws of marketing
- Hot Seat Group Coaching Sessions on Differentiation (YouTube)
22 Laws
- The Law of the Mind: be first in the mind
- The Law of Sacrifice: give up something in order to get something
- The Law of Attributes: for every attribute, there is an opposite, effective attribute
Resumo de todos esses livros (in short…)
- Customer Perception + Obsession
- Be First
- Sacrifice, Sacrifice, Sacrifice
- Focus on one thing
- Zag when they Zig
- Things take time
REMOVE ANYTHING THAT
- Goes against your opinions and UNIQUE ability
- Your minimum viable market finds clichés
- Does NOT contribute to helping them achieve their goals and solve their pains
- Alternative can do BETTER
O QUE O MERCADO NÃO ESTÁ FALANDO!?
CAREFULLY ADD ANYTHING THAT
- Doubles Down your uniqueness
- Contributes to helping your minimum viable market achieve their goals and solve their pains
- Alternativas can’t replicate
- Annoys, offends, are too expensive, too ugly, risky, too cheap, too heavy, too complicated, too simples
- Are generous, true
Radical Difference - Message
Your brain can’t tell the difference between you having a real experience and you having a pretend experiência through a story - Susan Weinschenk
Estrutura da História
-
Character / Problem / Guide / Plan / Action / Failure / Sucess (SotryBrand - Donal Miller)
-
Using Insights You’ve Collected to tell this history based on the audience you selected
Search for the following Principles:
- Radical Simplicity : Focus on ONE message; Miller’s Laws: The number of ‘bits’ one can hold in their working memory is 5-9 items. This is a universal law observed in many studies. Use simple words to say complex things. Decide and COMMIT! ONE FUCKING MESSAGE
- Radical Confidence : Bold edginess breeds confidence and authority. Share your OPINIONS! Pratfall Effect: Admit your flaws. Social Proof: don’t assume your scale is known; PROVE IT!
- Radical TRUTH: Stay on TRUTH; Don’t lie to yourself or your market; Don’t hide behind empty words; Lean onyour market for a gut check;
Writing your Story
- A character in your minimum viable market
- Wants to solve a pain, reach a iT goal, kill a monster
- And meets your brand
- Who gives them a plan
- And calls them to action
- That helps them to prevent staying in & pain or missing their 1 goal
- And reach their 17 goal
Resources
- CLX product Messaging Course (Momoko PRice)
- Building a StoryBoard (Donald Miller)
- Value Proposition: What it is & How to Create One (podcast ep Momoko Price)
- Turning Customer Feedback into Creative Copy (podcast ep Momoko Price)
- 3 Steps to Write Copy That Converts (podcast ep Joanna Wiebe)
The Jolt - Making your market notice you without being sleazy
- Discover the two types of decisions people take and why they need to move away from their habits if you want to be noticed
- Learn how to jolt the people you seek to serve into action in one powerful, underutilized concept
- Find out the three principles behind a successful jolt that makes people notice you, trust you, and buy from you
Two parts of the brain (VALUE-based vs. HABIT-based) can’t be active at the same time - Susan Weinschenk
5 MISTAKES
- Buildint it and thinking - They will come!
- Thinking people should pay attention to you
- Getting cold feet
- Seeking too much feedback
- Saying too much