Using Customer Data for A/B Testing
For some, understanding their target audience is where customer research ends but for your growth marketing campaign to be successful, it’s important every aspect of your strategy is exhaustively optimized. Split testing, often referred to as A/B testing, allows businesses to refine their traditional marketing campaigns by evaluating customer engagement in the form of two groups: a control group and a test group.
When marketing materials like email campaigns or advertisements are produced, two variations are then sent out – with different emails being delivered to its corresponding group. By doing this, companies are able to gauge which of the two initiatives were most engaging and compelled users to act by measuring click-through rates, conversions, and incoming site traffic.
Cross-channel marketing is a well-rehearsed strategy used by most companies around the world and refers to cohesive promotional material being shared across a variety of different platforms. These platforms can include email marketing campaigns, SMS or MMS messaging, account messages and notifications, and in some cases direct messages through social media.
However, customers appreciate cohesiveness and while it should go without saying, it’s recommended all promotional marketing is delivered from a custom domain email. Of course, this is all dependent on consumer preferences.
Because different generations and social groups choose to communicate differently, it’s vital you ensure your customer experience is positive and all their needs are met – even if it’s as simple as allowing customers to opt-in or opt-out of promotions originating from specific marketing channels.
What Are Some Growth Marketing Strategies?
When deciding on which growth marketing strategy is right for your business, you must take into account three crucial factors: your goals, your brand identity, and the resources at your disposal. While the following strategies have been hailed as a less resource-intensive approach to marketing, they still take a bit of time and effort to set up.
A way to thank customers for their continued custom – loyalty programs provide exclusive incentives and rewards to consumers who repeatedly engage with, and buy, from a business. Rewarding customer loyalty is a great way for businesses to attract and retain customers as it makes the professional relationship just that little bit more personal.
A strategy that works by incentivizing existing customers to act as interim brand ambassadors, encouraging them to invite friends and family in exchange for rewards or discounts. This can be a great way to increase customer engagement and retention because it shows consumers that the business values their custom, specifically their efforts in helping them grow.
Dependent on cultivating relationships with bloggers, internet personalities, and influencers, affiliate programs are a great way to drive traffic to your business. By partnering with reputable brands or individuals, you agree to pay them a commission in return for them directing their audience to you – typically a flat fee or a percentage of any leads that convert into sales.
This is usually easier to negotiate with SaaS companies and more difficult when it comes to other ecommerce businesses, mainly because B2C customers can cancel or alter their order at any time.
Every new customer you acquire will have to sign up and this is the perfect time to maximize their engagement – when they’re actively seeking you out. After every new visit, you have the opportunity to collect customer data to better streamline your operation.
After they’ve created an account or purchased a product, you can set up and make the most out of a multi-channel onboarding system that provides customers a way to input information to help you optimize their experience. For instance, new DialPad customers are given the ability to select which features they’re hoping to use so they can flag them on the user’s dashboard.