As your business grows, it’s important to start bringing on more players to help level up your brand, whether you hire in-house or externally. A growth marketing team is one of the crucial elements of a successful business.
When effectively built, a growth marketing team can reduce churn, increase traffic, boost conversion rates, build brand awareness, and ultimately increase your business’s overall revenue.
If you’re struggling with putting together your growth marketing team– book a call with CJAM, and work with an experienced expert, gaining access to our vast network of vetted and motivated marketing agencies and partners. Don’t waste time and money working with people who don’t know how to do the job.
What is a Growth Marketing Team?
Understanding when and how to build a productive growth marketing team is not easy and takes some meticulous planning and experimental attempts, but the results are worth the effort. Here are some tips on the roles you might consider hiring on your team:
- Growth Generalist / Head: Manages the growth team and focuses on ensuring milestones are reached
- Copywriter: Crafts the copy for websites, blogs, emails, SMS, and more.
- UX Designer: Ensures good design is used for ads, website pages, and other promotional materials or projects.
- Lifecycle Marketer: Takes charge of the development of the customer’s journey to push for engagement and value.
- Product Marketing Manager: Tells the product’s story by planning launches and messaging.
- SEO Expert: Uses skills and strategies to rank your website higher on Google to increase traffic.
- PPC Expert: Responsible for running ads and online marketing campaigns.
- Data Analyst: Has the responsibility of collecting and analyzing data for trends and uses for your business.
- Full Stack Developer: They may have the role of building and maintaining the front and back end of your website, among other tasks.
The roles you begin to hire typically depend on your type of business, whether you’re within SaaS, B2B, or B2C. For example, some growth marketing teams might be focused on sales for acquisition and another product-led acquisition.
In forming a growth marketing team, you will generally hire an in-house team, outsource work to contractors and agencies, or combine the two. Outsourcing can be more cost-efficient and scalable, whereas in-house teams typically benefit from better communication and familiarity with the brand.
It would be best to build a team, either internally or outsourcing, that makes your channels work together and ultimately helps your business grow. There is no perfect structure, and each team you build with has pros and cons; therefore, the challenge comes in understanding the right team of people for your business model. That’s where CJAM comes into play, connecting you with the right people for the job.
Increase in Traffic
A growth marketing manager often prioritizes bringing more traffic to your site because more eyes mean more sales. This can be done in a variety of different ways, including the following:
Paid Traffic
Paid traffic is things like Facebook ads or Google ads, which requires a PPC expert, copywriter, and graphic designer to help create ads that will bring more people to your site or onto your email list, where an email strategist can work on converting the leads.
Referral Traffic
Referral traffic refers to any traffic and visits, not from a major search engine. For example, if your brand is putting out good products or performing good service, it’s likely that people will begin to talk about your brand and share their experiences with others. The traffic generated from word-of-mouth is one example of referral traffic. Another popular stream of referral traffic might come from guest posting on other popular blogs and websites within your business’s niche.
Organic Traffic
Finally, organic traffic is the most coveted of them all. Organic traffic clicks and visits come from major search engines and efforts you’ve put into optimizing blog posts and uploading content on various social media channels. A good SEO strategist and copywriter generally play an important role in upgrading and optimizing your website to be easily discovered on Google, driving traffic to your site.
Boost Conversion Rates
You could have millions of people clicking through to your website and tons of traffic, but if none of them convert, you won’t make any money. Here are a few common ways that your growth marketing team may choose to convert traffic:
Landing Page Optimization
Landing pages are a great way of converting traffic into paying customers and clients. A well-done landing page lets you capture vital information on your prospects and push them into a sales funnel that can lead to a purchase. A high-performing landing page with solid copy, design, and layout can go a long way toward converting more traffic. Here are a few tips to level up your landing page:
- Include CTAs and structure around conversion
- Use headings and subheadings to increase readibility
- Get to know your audience and think about the customer journey
- Identify problems and work to solve them
- Use imagery and quality design
- Don’t let it become too busy or confusing to navigate
Newsletters & Email Campaigns
Newsletters and email marketing campaigns are great ways to foster an engaged community and convert traffic into paying customers. You may include a call-to-action on your landing page that asks for an email address or phone number to send weekly messages about upcoming products or new service offers.
Your growth marketing team will work to develop the messaging, graphics, and strategy necessary to build an email list and start converting followers, whether through weekly newsletters, emails, or even SMS campaigns.
Retain Customers
In a customer context, churn rate refers to the rate at which customers stop doing business with a brand or entity. Your business’s churn rate is an important metric, mainly for SaaS companies that rely on monthly subscription fees.
Your growth marketing team will be essential in tracking these metrics while determining existing customers’ average orders and lifetime value. By analyzing behaviours and metrics, your team can implement strategies that increase average order values and retain customers for extended periods. When your business focuses on the customer experience and prioritizes giving value in your marketing strategies, you are more likely to benefit from a reduced churn rate and stronger long-term relationships.
Build Brand Awareness
These steps we discussed above help build brand awareness, creating a credible, competent, and valuable business for its customers. You want your brand’s story to be told, finalizing details on your tone of voice, aesthetic, offers, and more. A demand strategist can be an excellent addition to a growth marketing team, helping to position your brand correctly and building overall awareness in the community and niche. Some examples of brand building strategies and initiatives include:
- Guest posting on other blogs and sites
- Co-marketing
- Creating a mascot or hiring a face for the brand
- Creating slogans or catch phrases
- Sponsoring or hosting events
- Starting a podcast or youtube series
Build Your Growth Marketing Team Today
If your business is considering hiring outside marketing services or looking for a marketing director to build your growth marketing team, speak with our team at CJAM Marketing and partner with the right people for your business.
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