What is Growth Marketing? How to become a Growth Marketer

sometimes when i meet new people they
ask me so what do you do for work and i
answer with i'm a growth marketing
trainer and their reaction
i always take the liberty of quickly
explaining what it is but come to think
of it it's a lot and yet a very simple
concept to explain what is required from
a growth marketer we need to start with
what isn't growth marketing and then go
through the exciting concepts and
mindset that need to be adopted
so here's how it's going to look like
now let's dig into each one of those
segments and see what they're all about
hey guys my name is alain and i am a
growth marketing trainer and coach here
at growth drive in this video i'm going
to tell you what a growth marketer is
not and then what a growth marketer is
so that you can begin to adopt this
role's innovative way of thinking in
your own work and then unlock growth
like a growth marketer plus there will
be plenty of tips and tools to take away
and use as always so stay tuned and
let's do this first up what a growth
marketer is not just social media
marketing it is essential for a growth
marketer to have some sort of knowledge
in different fields of online marketing
including social media marketing that's
what we call t-shaped but we'll get to
that in a bit however
if you do see a job description that
includes tasks like these do not
instantly label them as must-have skills
yes this job does require specialities
like social media marketing and seo but
this isn't always the case so do not
feel discouraged and think that you're
not fit to be a growth marketer if
you're not an expert in social media
marketing or seo however if you want to
start your learning journey i would
recommend social media examiner for
anything social media and search engine
land who have an awesome chapter by
chapter seo guide so keep working for it
and we'll come back to this in the next
section secondly trying stuff out in
2018 i attended the social media
marketing world convention in san diego
california it was absolutely killer the
amount of stuff i've learned about
social media marketing was amazing i
remember one specific talk that i was
listening to nicholas kuzmich was
talking about how to create the perfect
facebook ad turns out there was a
formula of 10 different elements that we
need to take into consideration for an
ad to yield the best possible results so
when it was time for me to go back home
to my job i wanted to try out that
formula in one of our facebook campaigns
my colleague tarek and i finished
formulating what we thought was the most
awesome ad we even congratulated
ourselves for it i know now comes the
phase where we execute we set up the
campaign hit publish and waited for the
magic to happen when the campaign ended
we checked the overall results and they
were disappointing this happened because
i basically copy pasted an idea straight
into execution without taking into
consideration any part of the
fundamentals the value proposition the
jobs to be done personas the pirate
funnel and most importantly data to
become a growth marketer you need to
rely on a structured way of thinking and
executing so learn it thirdly a magic
wand i think some of us might have a
certain image of a growth hacker you
know that person who will find that
quick and smart perfect solution to the
problem in no time well i can safely
tell you that this is not the case
sometimes the experimentation process
will take time you just have to learn it
and trust it in order to get the results
secondly what a growth marketer is first
stop t-shaped according to malcolm
gladwell and his best-seller outliers
genius-level performance typically
requires 10 000 hours of practice to
master a subject now that's a full-time
job for five years what you see here is
a set of different skills in the shape
of tea now please remember that this is
a specific example of a specific growth
marketer what you will probably notice
is that email marketing and content
marketing are the two things that this
individual is mostly skilled at this
means that this person knows a lot about
those two subjects and a little about
the rest of the lot now simply put one
of the requirements to become a growth
marketer is to be an expert in one or
two fields but it would also be very
nice to have a decent knowledge of how
every other field works second they're
always up to date with all the things
that are going on in the digital age
nowadays it can become a challenging
task to stay in the know so for example
did you know that tick tock is slowly
applying in-app purchases and that
they're also adding a gaming hub so
games are coming to tick-tock also
amazon might block google's flock mike
zuckerberg also hosted the first test of
facebook live audio rooms and that's
what i could think of right now there
are many other updates that have
happened and are going to happen so make
sure that you use a tool like feedly.com
or sign up to a newsletter like stack
marketer now that we know what's going
on in the digital world
you'll know the important skills that
you're going to need to improve for
example ai it's the new kid on the block
it might be worth looking into it
worldwide revenues for the artificial
intelligence ai market
including software hardware and services
are forecast to grow 16.4 percent
year-over-year in 2021 to
327.5 billion us dollars thirdly
experience i'm definitely not saying
that you need five 10 or 20 years of
work experience to become a growth
marketer if you ask me what experience
is i'll tell you that it's executing
something usually a project and then
learning from it so you can execute
better next time
that's it
now let's link experience with data
experience is a critical factor in
decision making the ability to learn
from others to get a better
understanding of a situation before
taking action and making decisions based
on data
these things are all crucial in building
good skills and knowledge anyone can
learn something new but to learn
effectively theory needs to be
integrated with data instincts are
experiments
data is proof popular concepts used by
growth marketers first up experimenting
anyone can sit down behind a computer
and start experimenting in fact most of
us can't stop doing it but many of us
stop experimenting because they think
the results aren't worthwhile they think
that they're too limited in skill or
experience to benefit from further
exploration that's a mistaken idea
experiments are a vital part of growth
in almost every area of life they keep
us honest help us learn faster and push
us to improve our abilities secondly
personas the pirate funnel jobs to be
done and the growth process the
fundamentals are one of those keywords
that gets thrown around a lot in
marketing but rarely explain simply put
before you go on experimenting and
testing ideas you need to make sure that
the stage is set and this stage should
consist of personas the pirate funnel
the jobs to be done framework and the
growth process our youtube channel
includes more videos that'll explain the
concepts in more depth i've linked some
videos for you below in the description
but to briefly tell you what those
frameworks are about your persona is
your typical customer or potential
customer and the best way to locate your
personas is through data the jobs to be
done framework is what helps the
business identify its personas needs or
problems in order to figure out if and
how the company's product and service
will be able to solve them the pirate
funnel is at the core of the
fundamentals because it's the factor
that you can rely on the most when it
comes to mapping out the customer
journey then defining and measuring each
stage in order to spot bottlenecks to
fix and opportunities to take advantage
of so you can finally see that growth
when all of the above are set the growth
process is what will take you on the
experimentation journey from gathering
ideas to ranking them and then outlining
the experiment to executing until it's
time to study the results and get ready
for the next experiment no matter how
experienced i get the fundamentals are
something that i will always refer back
to stakeholder alignment i think a
growth team and a car have a lot in
common let's start with the car
every piece of hardware is connected to
the other and all of those pieces
communicate with each other to make sure
that the car keeps on moving in the
right direction
the gear sets the speed while the
steering wheel makes sure that the car
is in the lane
if any of those pieces fail the car will
slow down and in some cases stop
you see where i'm going with this every
member in the growth team has their own
tasks to do for sure but it's really
important that the whole team and
company are aligned on the objectives
and the projects that are being run this
way all teams will know what the other
is currently working on and they can
keep on driving the company in the right
direction to quote braintraffic.com
alignment is not about telling people
what you think and then asking them to
agree
it's about getting stakeholders to
participate in the project so they feel
invested in and committed to the
strategy the mindset it's all about data
stop whatever you're thinking about
right now and ask yourself have i
defined the most important metrics for
my business
am i tracking the data
do i know what qualitative data is every
customer or potential customer goes
through what we call the pirate fund
this journey consists of six different
steps that shed light on the actions and
behavior of those customers these need
to be tracked very well in order for the
business to make sense of what is
happening
why it's happening and based on that
figure out what we can do to grow
test fast and fix later
a couple of weeks ago i was handling
growth tribes instagram account as part
of my three day insta takeover i decided
to run an ask me anything growth
marketing story and one of the questions
that i got asked was
what is the best way to build a growth
marketer's portfolio my answer was make
sure to run as many experiments as you
can so if you have a side hustle then
that's great if not then you're going to
have to get your hands dirty and take on
some projects the reason i suggested
this is the grows process to be able to
test an experiment this process offers a
five-step formula that will allow you to
prepare execute and most importantly
learn from the experiments by studying
the data the steps of the process are as
follows gather ideas rank ideas and
prioritize outline the experiment
execute study the data
thirdly
embrace the fails and always be learning
have you ever seen our win and fail
boards it would seem logical to have a
win board but why would we have a fail
board as well we celebrate our wins and
fails because we know that no matter the
results we will make sure to build on
them to keep on progressing and
improving future experiments think of
the great thomas edison and his answer
to the following question when your next
experiment fails the interviewer asked
how does it feel to have failed 10 000
times before inventing the light bulb
and then addison answered i have not
failed i have successfully found 10 000
ways that won't work
that's it i hope this video will give
you a clearer view on what is expected
from a growth market if you enjoyed it
make sure to hit the like button and
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and check out all the resources
mentioned in the description below
see you next time
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