CXL Institute Growth Marketing Minidegree. Part (4/12)
This week I did the growth marketing Growth mindset: growth vs traditional marketing, Building a growth process and Email marketing: from basics to best-in-class courses.
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Growth mindset: growth vs traditional marketing, Building a growth process
The change between traditional marketing and growth marketing is impressive. I have never before analyzed the great impact it has on a company and how it can quickly improve the company’s results.
The main differences between the two are:
Traditional Marketing: Experiments are not carried out to verify that the proposals really have a significant impact on the results.
Growth Marketing: Quick experiments are carried out to help us make decisions without wasting much time and optimizing resources.
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In general, growth marketing is a much more agile methodology than traditional marketing and is based on strong data backups to justify the changes to be made in the way of doing things.
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Some recommendations to start working with a growth mindset and its methodologies:
When thinking about making changes to achieve growth, always think about the business objective and what are the metrics that justify and support the growth and fulfillment of our objective.
Think quarterly to establish goals with the team and try to make a mix of easy-to-reach goals and some hard-to-reach ones. The idea is to motivate the team once the goal is reached and for the more complex objective to motivate everyone to work harder to achieve it.
It is good to work with crossed teams, that is, for example, to invite sales people, customer service people, product managers, analysts, developers, etc to brainstorming sessions … in this way you can analyze the customer journey with different perspectives and understand the whole process with a broader look.
As I mentioned before, if we see any trend or powerful insight that can really be a work in the experience of our clients or potential clients, we must do an experiment that provides significant statistical results in order to apply them. The idea is to do experiments over and over again.
In this way, if an experiment has a negative result, we can learn and not use that strategy again because we already know that it does not work. Then we must repeat the experiment until somehow we see a positive impact on the metric that indicates our success.
Growth is a trend that must be applied on a daily basis. If you want to work in growth, I recommend you try to apply it in your day to day, I assure you that an interview for a growth position will be easier for you.
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Some aspects that a person working as a growth manager or in a growth team should have, regardless of the position are:
Have basic notions of sales channels. (social networks, email, google ads, facebook ads, etc …)
Have analytical thinking and know how to find insight into the data.
Have strategic and leadership thinking.
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Keeping these 3 things in mind when developing your growth career can make things easier for you. It doesn’t matter if you have no prior experience or studied something unrelated. You can always learn and start a new challenge in growth.
Email marketing: from basics to best-in-class courses:
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Emal marketing I don’t know why it is seen as something outdated and from the past. Many people believe that it has few positive results but the truth is that studies have been done and cases have been seen in which the ROI of emails can reach up to 400%. Amazing, right??
That is why the course is explained from the basic to the most advanced, how to handle email campaigns, what should be done and what should not be done and also what are the best techniques to obtain good results .
What things should we do in email marketing:
Constantly review the contact list and constantly clean it.
Do experiments to see which emails work and which emails don’t work.
Do email automations
The objective is to create a workflow with the greatest amount of effective automations possible and the content of the emails must always be optimized.
What should be the anatomy of an email?
Affair
Pre-header
Branded graphic header
main message
call-to-action
supporting message
footer
If we occupy this anatomy and we limit ourselves to making short and precise emails, we would start with a good base of what to do in email marketing.
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Now, the course clearly specifies things that we should do and things that we should not do. which will determine the success of our campaigns and save us a lot of problems.
Things to do:
-Obtain the permission of the users to send them emails.
-Follow the laws established in the respective country.
-Have an email calendar
-Have an experimentation and testing plan.
-Use the data we have to segment, personalize, automate and optimize emails)
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Things we should not do:
-Never start by creating a blank email. (better based on the content you already have, for example from social networks, blog or videos)
-Don’t use one big image in the email or many small images. (The content may be too heavy to load fast or many times large images are not scaled to the phone.
-Never buy an email list
-Don’t ignore the power of the mobile phone
-Never send email without first checking that it looks good on the different platforms.
If you want to know more about it, I recommend you take the course, this is a brushstroke of the topics that are covered in each course. It is probably not even 10% of the content that can be studied.
In CXL you are given all the facilities to be able to study, you just have to be constant and they have a very good customer service in case you ever have a mishap you can always talk about it with their team and be able to solve your concerns.
Without more to mention, I really hope you can do the free courses to see if you like it or not and I recommend you buy a master degree. They have a lot of valuable content !!!
See you next week on the next blog.