The role of PR in growth marketing

A growth marketer uses the entire marketing funnel to identify patterns, refine strategies and achieve long-term successful growth. It’s a data-driven, customer-centric approach that considers the full customer journey, from awareness to activation. This is why it aligns itself so well with PR.

What is growth marketing?

Growth marketing is essentially about experimentation. It’s a full-funnel marketing strategy that uses data and experimentation to drive growth. By using engagement strategies such as A/B testing, growth marketing aims to gather and analyse as much data as possible. This data is then used to find the most efficient way to continuously engage your target audience and achieve growth.

How can growth marketing and PR work together?

Public relations amplifies growth campaigns by connecting more of the public with a brand, building strong relationships and increasing reach. It works well with growth marketing because both approaches are customer-centric. They also both work to engage customers across multiple channels, building strong relationships that are sustainable in the long term.

Here are some of the ways PR can help boost your growth marketing campaigns:

Raising brand awareness

PR drives activity by making sure your brand appears in the best places to reach your intended audience. There are several ways public relations teams do this. Some of the best strategies involve increasing online visibility, strengthening relationships with the media and utilising the power of events.

Content marketing

The goal of growth marketing is to extend the lifetime value of a user. Creating and successfully marketing content is fundamental to engaging and retaining your audience across all levels of the funnel. Growth marketing efforts use various marketing channels to push compelling content in front of the right audience.

Search engine optimization:

It’s increasingly common for SEO to be a part of a wider marketing approach that includes PR and content marketing. SEO encourages more website visitors and generates leads by ranking your content higher on Google. PR can impact SEO results by creating newsworthy content, driving referral traffic and building links.

The benefits of growth marketing

Using a growth marketing strategy can help you acquire customers, hit benchmarks and achieve growth at an unprecedented rate. Growth marketing teams use creative experimentation to gather customer data. They then use this data to develop more optimised strategies for each user segment.

Here are the top ways growth marketing can benefit your brand:

  • Better decision making
  • Offers a scalable strategy
  • Allows for cross-function collaboration
  • Builds loyalty and brings in repeat customers
  • Creates a greater competitive advantage

With a focus on full funnel marketing, growth marketing could be the key to building long-term success in a changing market. In fact, full funnel marketing strategies see up to a 45% higher ROI and 7% increases in offline sales.

Growth marketing vs traditional marketing

Even though growth marketing is a relatively new term, it’s already becoming an increasingly favourable approach. And it’s easy to see why. Traditional marketing focuses on the company or organisation, with campaigns that are acquisition based rather than retention based. Growth marketing, on the other hand, is completely consumer-centric, strategy based and focused on both acquisition and retention.

Growth marketing strategies

Growth marketing experts have numerous in demand skills, such as data analytics, optimisation, analytical thinking, experimentation and even creativity. Here are just some of the tactics and strategies used by growth marketers today:

Conversion rate optimization

CRO is a strong digital marketing tactic designed to encourage new users to your site or landing page. A growth marketing team will optimise and enhance your website to increase the number of leads you generate.

Split testing

Growth marketing campaigns are all usually rooted in creative experimentation. A/B testing is fundamentally about experimenting across a number of formats, such as social media ads and emails.

Also known as ‘split testing,’ this strategy involves splitting your audience into two variations to compare a website or campaign. By splitting your audience between the two variations, you can measure data to see which version performed better.

Referral programs

A referral program is a word-of-mouth marketing strategy that involves acquiring customers through recommendations from other customers. It’s a solid growth marketing tactic that seeks to earn referrals through simple tools such as referral links or codes.

Referrals and recommendations are one of the most powerful tools in marketing. Once you build your brand and create awareness, word of mouth will naturally begin to take effect.

Paid campaigns

Paid advertising campaigns using tools like social media or Google ads, provides some of the best methods of experimentation. It’s one of the best ways to bring in a new audience, while increasing the lifetime value of your customers. Generally, paid campaigns are often the best way to reach people when organic reach is down.

Customer experience

Customer experience is everything these days. Customers not only want to feel they’re getting a good product or service, but that they’re connecting with your brand. New customers are integral to company growth, but so are customers who remain loyal to a brand.

Growth marketing experts are constantly working to measure customer sentiment and improve customer experience. And there’s a good reason for that. It seems that it could cost around 5 times more to acquire new customers than to retain old ones. According to Harvard Business School, profits could also rise by a startling 25-95% with just a 5% retention increase.

Growth marketing vs hacking

The term ‘growth hacking’ was first coined by marketing strategist Sean Ellis in 2010. The term was used to describe a new and exciting approach to marketing, focussed on customer acquisition.

A growth hacker experiments and refines their outcomes through trial and error. They use creative and cost-effective marketing efforts to gain the maximum number of customers quickly. It’s an approach that champions quick and temporary measures to achieve the best results as soon as possible.

Growth marketers have a lot of the same approaches, but they’re focussed on sustainable growth over the long term. They use a strategy focused on client and customer retention and strategic experimentation and testing. They may not be worried about using cost-effective methods, but rather on finding ways to optimise and improve on results.

The aim is to increase new user growth through experiments centred around the top of the funnel. A growth marketing manager, on the other hand, builds strategy around the entire customer lifecycle. While hacking is great for boosting your business in the short term, growth marketing may sustain your business for longer.

Growth marketing can provide brands with a way to stand out from the competition and build a sustainable future. Contact our award-winning team today to find out how PR can positively impact your growth marketing efforts.