Linking Growth Hacking to a positive brand identity, and creating admiration
By José Ignacio Blavi
We've been in sales across fields and industries, developing and using strategic tactics to lead growth with different companies, at different stages. Building emotional links with the users, and/or prospect clients, tackling their needs: presenting a solution grounded on emotions, to fill their void in that specific issue. Giving them a kick of dopamine.
I use the term “Growth Hacking”, because it gathers all the areas in which a company has to work to convert sales by sorting strategies to acquire, and captivate potencial consumers, transforming it all in more leads and sales. It includes Communications, Marketing, content production, PR, and related channels, all lead under one roof.
But it’s name says it too, it sorting and applying new creative, low-cost techniques, after much study on consumer behavior theory and cases, to help grow and manage an organization their user/client/follower/member’s numbers.
For us the most basic, but the most attractive way of Growth Hacking is at the same time something that comes from the core of enterprise’s vision. Is to have a clear positive brand identity, and be able to create admiration for the brand in question by the environment it lives in.
That admiration felt by the consumer is built throughout the organization, in its different levels, it permeates through the processes, and we are after showcasing it. One way to do so, and it goes hand in hand with that same principle, is to educate the consumer, giving them all the information they need or want around the industry, or product/service, giving empathy to the channel itself we use to communicate the messages.
Here we need to be careful not to fall with the rock most do, and “try” to look cool, even in the smallest things, as worrying about the number of followers to be significantly higher than the ones one follow on social media, to other more complex situations. And dont become self referent in what we communicate, as people dont want to look at a stuck of catalogues all day long, they want content. We go deep in the section of social marketing.
So, an important way to embrace the process of showcasing this admiration: Content Marketing
Prioritizing content marketing.
Communicating that Brand Identity & Creating Admiration
According to DemandMetric, content marketing costs 62 percent less, and generates approximately three times more leads than traditional marketing, making it a valuable strategy for small businesses.
Having a blog on your site that offers engaging and useful content presents your business as an expert in your industry and can help you build a trusting relationship with your audience.
90% of organizations use content in their marketing efforts
Blog posts are a good entry way to create content and include calls to action that are on point, to generate sales. But most important, it also helps generate traffic to your site, improve your SEO and convert visitors into customers. Research high-volume/low-competition keywords for your blog posts to attract more of your target audience to your site and grow your customer base.
This can be done by creating independent articles within your site on a regular basis, and across your preferred media outlets, like social media.
Is extremely important to understand that WE ARE NOT BUILDING AN ONLINE MENU, NOR CATALOGUE! Dont generate self referencing content. Follow the 80/20 rule, 80% of the cintent published in social metia and your content marketing pieces talk about the industry, teaches something about the category of the product or service and you will be OK.
I can’t extend on this subject enough, for all its potential on how many levels and areas it touches. Is extremely relevant, because you generate a sensation of a leader on your industry and among your peers, because that content gives information to the consumer, who uses it across the platform you are inserted, and that level of trust translates in admiration, and you and your brand become “relevant” within your niche and society, beyond the service and/or product you offer.
In the offline world, content marketing can take the form of events you can create, or simply host for a third party. Events that teach clients about the industry and kind of service or product you sell, not self referencing.