Growth marketing is a long-term marketing strategy that aims to increase a company’s revenue by improving customer retention and loyalty. It involves a process of experimentation and optimization, using data from marketing campaigns to inform adjustments to the marketing strategy.

Search Engine Land contributor Daryl Fanelli has published the ‘Growth marketing 2024 playbook’.

She says, “Because growth marketing is about keeping your most reliable customers engaged and excited to recommend your brand to their friends, you’ll first want to define who those customers are (or who they’re most likely to be) and what specific brand value or product quality keeps them coming back.

Use last year’s data to define your ideal customer

Review your 2023 performance. Look for trends and similarities among repeat users, and use this data to define or redefine your buyer personas. Some places to look:

Demographic data from ad campaigns

  • User journeys and interests are constantly evolving. In some industries, the journeys evolve more rapidly than in others.
  • Your super fans of today may be the same fans you had 20 years ago, but those fans may be 20 years older now.”

Growth marketing 2024 playbook: Focus on customer lifetime value

Search Engine Land

Sharing is caring