What growth marketing ISN'T (and what it should be)

First of all, thank you so much again for subscribing to Growth Therapy. My marketing career is a forever learning experience, and I hope this is one small way I can help new founders without marketing backgrounds or lean growth teams level up in a fraction of the time.

So let’s start by talking through the most common misconception about what growth marketing is. Most people don’t agree on one definition of growth marketing, and I think it’s due for a rebrand (for more reasons than one).

The sooner we all agree that growth ≠ digital paid acquisition, the better! Put as plainly as possible, growth marketing is just what it sounds like — marketing that helps your org grow.

While paid acquisition is a key component of a holistic growth strategy — and requires significant strategy, investment, and resourcing itself — paid ads can ONLY work as hard as the post-ad experience, from things as un-sexy as site speed and as pivotal as the actual product experience you’re delivering.

Here are just some of the things that make up the post-ad experience, in chronological order through the user journey:

• Site speed

• Landing page experience

• Site UX and CRO (conversion rate optimization)

• Checkout, signup, or other ultimate conversion event experience

• Shipping costs and times, and delivery experience if you’re selling a physical good

• Arguably the most critical: Experience with, and perceived value of, your actual product or service

• Customer retention initiatives

• Brand and product education, relationship building, and community, if applicable

AND, this list doesn’t even take into account the pre-ad experience, where things like brand awareness and perception come into play.

Take this made-up and ridiculous example (bear with me, there’s a point to be made): Your brand sells socks, and you run an ad that conveys the message, “You’ll win the lottery if you wear these socks!”