Going Beyond Digital Marketing to Make Your Business Grow

•

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The document discusses different types of business growth strategies, including sustainable business growth, self-raising growth, and engineering growth. Sustainable business growth focuses on attracting new customers and turning them into long-term promoters through excellent customer experience across the entire journey. Self-raising growth emphasizes developing a comprehensive strategy addressing brand, marketing, customer experience, technology, operations, and people. Engineering growth analyzes how to generate growth through new customers, increasing existing customer spending, and developing customer advocacy.

Marketing

#theinbounder
WHAT IS GROWTH FOR YOUR COMPANY?
SUSTAINABLE BUSINESS GROWTH
SELF RAISING GROWTH
BUT WAIT, THERE’S MORE?
ENGINEERING GROWTH
1
2
3
4
5
INDEX
wamtalk

#theinbounder
AttractAwareness of Need
+ Up and Cross Sell
Consideration
Close
Deliver
Onboard
Engage
Use
Service
Convert to
Promoter
THE CUSTOMER JOURNEY INFINITE LOOP

#theinbounder
“Don’t stay there,
live there”

#theinbounder
1.FOCUS ON LONG TERM
2.NOT ANNOYING
3.PROTECTED FROM ALGO
CHANGES
4.INCLUDES ALL PARTS OF THE
BUSINESS

#theinbounder
Which business are you in?

#theinbounder
To solve unsolved problems innovatively
To preserve and improve human life
To bring inspiration and innovation to every
athlete in the world
To give ordinary folk the chance to buy the
same things as rich people
To make people happy
Why are you in business?

#theinbounder
Where is your business at?

#theinbounder
2001 - 2015 2018
What stage is your industry at?

#theinbounder
What is your role in business?

#theinbounder
1. How can net new customers find me?
2. How can I get existing customers to spend more?
3. How can I get existing customer to stay, buy
more frequently and become advocates that refer
other customers?
GROWTH STRATEGY

#theinbounder
Net New
- Buying Triggers
Existing Spend More
- Increase price
- Buy more

THANK
YOU!
Alba Vargas Jiménez
Daryn Smith
@inboundalba
@darynsmith

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1. Alba Vargas Jiménez Daryn Smith @inboundalba @darynsmith GOING BEYOND DIGITAL MARKETING TO MAKE YOUR BUSINESS GROW

2. #theinbounder WHAT IS GROWTH FOR YOUR COMPANY? SUSTAINABLE BUSINESS GROWTH SELF RAISING GROWTH BUT WAIT, THERE’S MORE? ENGINEERING GROWTH 1 2 3 4 5 INDEX wamtalk

14. #theinbounder WOM marketing in action

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16. SUSTAINABLE BUSINESS GROWTH 2

17. #theinbounder AttractAwareness of Need + Up and Cross Sell Consideration Close Deliver Onboard Engage Use Service Convert to Promoter THE CUSTOMER JOURNEY INFINITE LOOP

23. #theinbounder “Don’t stay there, live there”

24. #theinbounder Content TimePlace

25. #theinbounder 1.FOCUS ON LONG TERM 2.NOT ANNOYING 3.PROTECTED FROM ALGO CHANGES 4.INCLUDES ALL PARTS OF THE BUSINESS

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29. #theinbounder

30. #theinbounder 1.BRAND STRATEGY 2.MARKETING & CUSTOMER EXPERIENCE STRATEGY 3.CREATIVE & EMOTIONS 4.TECHNOLOGY 5.OPERATIONS 6.PEOPLE

31. #theinbounder Which business are you in?

32. #theinbounder To solve unsolved problems innovatively To preserve and improve human life To bring inspiration and innovation to every athlete in the world To give ordinary folk the chance to buy the same things as rich people To make people happy Why are you in business?

33. #theinbounder Where is your business at?

34. #theinbounder 2001 - 2015 2018 What stage is your industry at?

35. #theinbounder What is your role in business?

36. #theinbounder What stage are you at?

37. #theinbounder 1. How can net new customers find me? 2. How can I get existing customers to spend more? 3. How can I get existing customer to stay, buy more frequently and become advocates that refer other customers? GROWTH STRATEGY

38. #theinbounder Net New - Buying Triggers Existing Spend More - Increase price - Buy more

39. #theinbounder Triangle of Trust Recommendations Revenues“Rewards” Brand Advocates Prospects Brands ADVOCAC Y SYSTEM

49. ENGINEERING GROWTH4