CXL - Growth Marketing || Week: 1
Warning, I am new to this, so this is basically going to be documenting my learning path for the Growth Marketing Mini Degree offered by CXL Institute. I sure was and still excited about getting the scholarship and start of the degree. I will write a little more about me in the next Next review, :)
Lesson 1: Growth marketing foundations:
Instructor: John McBride
- Chapter 1: Growth mindset: growth vs traditional marketing:
growth marketing drives growth across all funnels and a key aspect to do is constantly working experiments with campaigns content creation product features etc, using and learning the data to run better campaigns, and optimizing the funnels across all borders, and grow the business. And the lean startup methodology is highly influenced by how growth marketing works now.
traditional marketing path is more based on a few strategies or hypotheses and narrow it down to a single campaign on what might be seen best to them, all their resource and time is used with no or less testing is done. And if this works in the favor of the marketer, that’s great, but on the other said of the coin, it definitely would not paint a good picture if that one strategy putting in the time and effort and the campaign not going the way as predicted, and it would be a whole lot worse if the ROI is lower than the marketing budget.
- Chapter 2: Experimentation as the defining trait of growth: The experimentation process is is to start off with a specific goal, i.e collecting an email list, generating new leads, or stargazing campaigns, etc. and once you have specified the goal to work, you begin to implement and run a series of experiments on what works and does not, and you keep fine-tuning the goal cycle after cycle and learning from failures and shortcoming on what not to do and how to overcome certain obstacles and better strategies reaching out to your audience or generated leads. Series of experiments based on data and certain metrics to archive the goal over a series of time.
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I will be keeping the content a bit shorter for the below chapters, the reason being I feel what I am writing down valuable research and development of the company, and I am just putting it partially out there. And a person with below-average marketing skills, for now, it’s best for people reading this to understand the content is coming from a person who’s never written content before and a total newbie to marketing.
I would really recommend to whoever is reading this now, signing up for the CXL 1 week trial plan, as the first lesson covers areas on how and to grow as a growth marketer, I would not want to convey the wrong message or provide uneducated knowledge to my reader.
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Lesson 2: Building a growth process: Some of the area covered in this lesson would be the phases and strategies for the businesses quarterly plan and setting up realistic and achievable metrics and goals be it a team, the instructor deep dives into the importance of setting up realistic metrics high maintaining the morale of the team and monitor the overall growth process over the quarter. The instructor walks you through the process and the implementation of the ICE framework (MUST CHECKOUT) one of the most interesting chapters is about the brainstorming tactics and learning to build a cycle where you can measure with data on a quarterly basis, and lastly running experiments on live data and learning from it. And plus, the instructor breaks down the growth Model FrameWork in detail (AARRR) and the uses of the different channels associated with the framework. And some of the other modules with one of them being, mapping out the customer journey, this one chapter is a goldmine of knowledge of better understand your audience.
Lesson 3: User-centric marketing:
Instructor: Paul Boag
Some of the vital areas this lesson is structured upon are user research, understand your audience or user, other areas would be the need for a user-centric approach to marketing, meeting your customers face to face and online and getting to know your user and looking from a different perspective and not solely depending on data to make your decisions. The instructor explains tools like empathy mapping to know more about your users. Speaking with team members who are front facing the audience like the sales team or customer service team and asking them questions on the users and personas. The uses of surveys on your audience or users and asking them the right question, being specific and being on point, the implantation of top task analysis and the uses of it. The instructor walks you to customer journey mapping, the implantation technics and how it can help. How to run workshops on customer journey mapping with different teams and better understanding the customer journey map and user.
And some of the other areas that are covered are user research, how to involve users in your design process, using card sorting to reflect on customer’s mindset, card sort is basically the mental model of the user depending on factors like cultural background lifestyle, etc. the types of card sorting are Open card Sorting and Closed card sorting.
Lesson 4: Identifying and amplifying growth channels
Instructor: Sophia Eng
The lesson covers the five major growth channels for a business starting from-
SEM — Google Ads, Bing Ads || and the instructor covers are like paid search requires constant optimization, keyword traffic search trends, etc. The remaining four major growth channels are:
SEO
Display & Social Ads
Email Marketing
Content Channel — Blogs, Forms, Reddit, etc.
The Instructor gives up a detailed walkthrough on how to identify, measure, and test your growth channels.
How to identify a failing channel and study data on what to do with the results. Always remember if the ROI is low there is no time to scale. And always look and test for the new platforms to connect with your users, and the importance of emerging channels.
This is the end of Week 1
Happy Learning.