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The term “growth” has been synonymous of marketing for the past few years. A growth marketer should take marketing to the last mile: revenue and referrals (and more revenue.) That’s because traditionally, marketing meant branding, and it did not include a direct response strategy.

If you own and run a business, or are one of the first media analysts in your company, you are doing growth marketing: you want to get two dollars, from each dollar you spend.

Most of your pain points are tech-related. You have an idea about what type of customer you want, what to tell them about your product/service; what you don’t know is how much it is going to cost you to acquire one, and where to spend the ad dollars.

If I have to guess, you are dealing with:

1) Scaling campaigns without increasing CPA: you know that acquiring a customer in Facebook costs you $100, and with $1,000 budget, you get 10 customers per day. Is it going to cost you the same, more or less if you want to get 100 customers per day?

2) Multi-channel attribution: you are spending money on Google Ads and Facebook Ads. Each channel has its pixel tracking. How do you know if a customer came from Google or Facebook? Maybe she saw your Facebook ad, searched on Google about you, and then converted into a customer.

3) Search vs. social: in search, people have a clear intent. If they google about “best dry dog food,” it is very likely they want to buy dog food. In social, the engagement is different: people are browsing through a newsfeed, not looking to buy anything. They see a dog lover friend who liked a specific dog food, chances are they will go with that brand.

4) Educating clients (or managers, or partners): the search/social landscape is so complex that convincing a client to spend more on Google than Facebook is a challenge. You need data to back up your recommendations. Before doing so, you need to educate your clients (or yourself!) what the capabilities of each channel.

leocelis

Hi! My name is Leo Celis. I’m an entrepreneur and Python developer specialized in Ad Tech and MarTech.

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