Too often we become focused on new and trending data-driven marketing and forget the fundamental old school principles. Marketing isn’t an isolated discipline and it needs an holistic approach.
The Agile CMO, Chris Raven believes there is value in educating people in how to connect the dots for this kind of holistic perspective to their strategic marketing efforts. He has put together a five stage process that can be used in any context where you are looking to bring structure and order to the chaos.
Chris Raven works with clients and agencies to create cohesion from chaos, bring direction & focus to their business growth efforts, and ties together disparate functions to reduce friction.
Start the conversation and use a combination of broad and detailed oriented questions to establish what value your business is providing for your customers.
Marketing starts when you ask these very basic and yet critical questions - Why? What’s it for? Who is it for and who are you trying to change?
The followup questions are a lot more detailed orientated.
What are the objectives? Revenue goals? Conversion goals? Customer acquisition goals? Is there any exit strategy? Growth strategy? Promotional strategy? Content strategy? What has already been done? What worked and what didn’t work? Is there enough resources to achieve your goals?
This stage is about gaining a firm understanding of the business and for getting buy-in from all players. Both aspects are critical because they form the foundation for the rest of the process.
Carry out an audit with four specific pillars of marketing in mind. These are:
Awareness - Can people find your business? Do you know what they are actually looking for? Are they aware of your brand? Do they see you on social media?
Acquisition - Are you already invested in PPC and SEO or any other paid channels that drive people directly to your site?
Conversion - What is your site user experience? Is your site fast and working properly? Are there any fundamental pain points? Sometimes it can be obvious things like the checkout doesn't work or it's broken on mobile. Other times it is more subtle where email and CRM play a part in conversion.
Retention - An existing customer is usually more valuable than trying to acquire a new customer.
You can use retention as a mechanism to derive brand evangelism and referral of loyalty - even if that loyalty is peer related rather than one individual buying multiple products from you repeatedly.
The main aim of these four pillars is to get people to understand your brand, come to your website, convert and then convert again to become a repeat customer.
The problem is that often the prevalence of digital channels is too highly positioned in our awareness and we forget the fundamental, old school marketing principles that underlie these four pillars.
Growth hacking is a buzzword for data-driven marketing. When it was first coined by Sean Ellis a decade and some ago, it was relevant because the technology didn’t exist to allow people to seamlessly connect data across lots of different platforms.