Growth hacking is not just a digital marketing buzz word; it's a strand of optimisation and it's more simple that you might think. The key to growth hacking is maximising your assets and utilising the tools at your disposal, to boost your marketing strategies.
A good way to visualise growth hacking is to think of your marketing role as a proactive engineer, who's always testing and tweaking things, using the best tools available and an agile and dynamic approach. Don’t be a reactive engineer, who only fixes things when they've broken or stagnated.
We look at 9 simple growth hacks to boost your customer engagement:
1) Use surveys to understand your audience better
It's a great idea to use surveys to gain insights into your audience. This research will be key for your future engagements with customers. Focus your surveys and research on pooling data on your audience's online behaviours, as help you deliver more relevant content to your customers, at the right times and on the right channels. For more, read our dedicated blog: 4 Tips for Understanding Your Audience Better.
2) Use insights to drive and test content
Having analysed your research, it's time to apply the insights to your markeitng content and test the impact. Carry out A/B testing on all different aspects of your marketing campaigns, such as templates, visuals, content headers, email subject lines, etc. Use the data from your test results, combined with insights from your research, to optimise and refine your content to increase engagement.
3) Encourage customers to interact and provide feedback
Seek direct feedback from your customers on your content and products. Encouraging feedback is part of good customer service, which helps brand reputation and allows you to be more in turn with your audience. It also helps keep customers actively engaged with your brand aftert conversions.
You'll see a lot of brands interacting with customers with questions about their products and services. It's important to continually improve your understanding of what your customers want. Think about using some of the following questions in your engagements:
- “How are we doing?”
- “Would you like to receive more of the same?”
- “Did you enjoy…?"
- “How often would you like to receive our…?”
This example from Sainsbury’s below shows how brands can interact with customers to get feedback, whilst using rewards as an incentive to gain that feedback.
4) Use personalisation in your content
Personalisation takes engagement to the next level. Using personalisation enhances the targeted content and improves customer experience. It softens the tone of the content and helps make recipients feel like individuals and a valued customers. In email markeitng, using personalisation in email subject lines is proven to significantly increase open rates.
This next example from Cineworld demonstrates how to use personalisation well. The subject line addresses the recipient directly and the email template carries an enthusiastic header and simple call-to-action for feedback on a recent film viewing. The language used is customer-centric, reiterating the idea that Cineworld really cares about customer experience.
5) Automate your processes
Automation and personalisation may sound like opposing strategic tools. However, they go hand-in-hand in digital marketing, especially in email marketing strategies. Marketing automation doesn't mean removing the human element. Data, insights and feedback are used to produce the relevant content and automation enables brands to distribute the targeted content to the right people.
6) Keep up with changing trends
Going back to the analogy of the proactive engineer, who tinkers, tweaks and tests to keep the machine working well, this applies to the analysis of your customer engagement performance. Exploit your peaks and ride the wave of momentum, whilst reinvigorating the areas where you are seeing engagement plateauing or dipping.
It's a good idea keep benchmarking too, to be ensure your goals are realistic and achievable. You can’t stand still in digital marketing, as things move so fast and trends change. There are always new techniques and tools for improving engagement. For example, look at this statistic from Mailjet below:
Read our blog: Why Email Marketers Should Use Emojis in Subject Lines to learn more about using emojis in email subject lines.
7) Employ CRO throughout your customer lifecycle
Entwined with growth hacking is CRO (conversion rate optimisation), which is all about increasing your chances of achieving conversions at every stage of your campaigns and each element of your content. Marketers should be applying CRO throughout the buyer's journey and your customer lifecycle.
You should map out your customer lifecycle, plotting each touchpoint (engagement opportunity) to highlight where you can optimise your messaging and content. To learn more, check out our 4-step plan for creating a customer lifecycle map in email marketing.
8) Optimise your content for all devices and channels
A common mistake in digital marketing is not optmising content for certain mobile devices. There's nothing worse than wasting good engagement opportunities with content that's not fully compatible with the end-user’s device. If your content is not optimised for every available device, the impact of your content will automatically be diluted, which will affect performance and future engagement. Litmus is a great place to start, as they can optimise your email marketing content for all devices.
Optimise your content for different channels too. Tweak your content accordingly, including the tone of voice, volume, visuals and frequency. Also, be aware that functionality is often updated on social networks, so keep up-to-date with changes.
9) Deliver relevant content on landing pages
Whichever channel you're using to drive customer engagement, make sure your calls to action (CTAs) take customers to relevant content and that your landing pages are optimised, to ensure you've the best chance of achieving conversions. Good customer engagement strategies focus on delivering timely and relevant content. So, any landing pages should demonstrate continuity and meet customer expectations.
Growth hacking is all about boosting each aspect of your marketing strategies and maximising your impact along your customer journeys. There are tools and tactics to improve your processes and content, but it's crucial to have an proactive and agile approach to keep engagement levels high.
Was this was helpful? If you're an email marketer and you'd like to creat more impact with your subject lines, why not check out our free Ultimate Guide to Writing Email Marketing Subject Lines?