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For years we have been implementing growth marketing to ensure that our clients get short-term results, while we lay the foundations for long-term growth. If you want to know more about the methodology we use to achieve this, here we tell you everything about the growth marketing plan that will make your business grow.
One of the activities we started doing to ensure that both our growth teams and our clients are on the same page is quarterly growth planning.
Today I'm going to reveal to you all the steps our team at Impulse has perfected over the years that are highly effective and easy to replicate.
1. Diagnosis
2. Identification
3. Ideation
4. Management
Session_info1
What is the objective of the Growth Planning session?
The main goal should be to create a architect phone number data clear strategy, objectives, and roadmap of projects and experiments for growth teams to execute during the quarter.
Normally this process takes two weeks.
Let's break down each step:
Step 1: Diagnosis (what are the frictions that are preventing us from growing?)
The role of the Growth Lead and the Growth Manager together is:
Discover “where” growth is stagnating using the AAARRR funnel.
Discover “what” is blocking growth using data analytics.
Understanding “why” this is blocking growth (heat map analysis and research with users and customers).
Our team uses a canvas like this to understand all the actions the user takes at each stage of the funnel, identifying key metrics and the channels the buyer uses.
buyer-cycle-diagnosis
This should then be translated into a funnel with data from the previous period and/or the same period last year.
growth plan example
Data tells you what happened, but not why. To do this, you must rely on qualitative information to gain a broader perspective of why consumers act that way.
Some questions you could answer with surveys, heat maps and/or user interviews could be:
WHAT IS THE SALES BEHAVIOR?
Which channel generates more completed transactions?
What are the 20/80 best-selling products? July AP and EA
What are the key days and times when the highest rate of visits and purchases occur?
What are the conversion rates for each stage of the purchase process up to the point of disclosure?
WHAT ARE THE TRAITS OF MY BEST CLIENTS?
How do we define our best customers? Ticket and/or repeat purchase?
Through what sources do we acquire them?
Was it through an advertisement, a promotional email to the chain's customer base, or somewhere else?
What means do they use?
What are your demographic backgrounds, such as age and income?
Where do they live?
How close are they to my store or the others?
What other websites/apps do you use?
WHAT EVENTS MAKE USERS ABANDON PURCHASES?
Which screens have the highest output rate?
Are there bugs that prevent users from performing a specific action?
What actions do these users take that are different from users who actually buy?
What is your path through the web?
How much time do they spend there before they abandon it?
All analysis and responses to user surveys and interviews are summarized in several reports carried out by the Data Specialist and Growth Manager, and sent to the rest of the team before the first meeting.
The Growth Manager prepares the meeting by documenting the findings that have been made so far.
We use MURAL to document all collected data and findings.
