Qué es Growth Marketing y cómo crecer tu negocio

The concept of Growth Marketing goes beyond traditional marketing. Understanding this term involves understanding the fundamental strategies for acquiring, retaining and monetizing users around your brand or product. The initial key to effective growth is not only to attract new customers, but to ensure that the users you capture stay with you.

What exactly is Growth Marketing and why is it key to your business?

Growth Marketing is the practice of systematically improving key metrics in a company: new user acquisition, retention of existing users and effective monetization. It is a comprehensive approach that is not limited to just bringing in traffic, but focuses on maintaining customer value over time.

This process is done primarily through four channels:

• Product: The feature that keeps the user coming back.
• Notifications: External strategies such as mail or push notifications to reconnect.
• Incentives: Promotions or discounts that motivate conversion.
• People: Personal direct contacts, generally used when other methods prove ineffective.

Why is retention more important than acquisition?

If you attract users to a product that does not retain their attention, you will not achieve effective growth. This is known as the Leaky Bucket theory. For sustained growth, it is essential that users not only arrive but stay engaged and satisfied.

How do you measure retention and engagement on different platforms?

Retention evaluates how many users remain active over time. For example:

• Facebook measures retention by dailypost views.
• Uber evaluates how many users use ridesper week (rides per week).
• Duolingo registers daily users in its classes.

On the other hand, engagement measures how deeply users interact with your product, for example, how many episodes a user watches on Netflix weekly.

What is user activation and resurrection, and how are they applied?

Activation occurs when a new user develops the habit of using your product or service regularly. For example, Facebook found a correlation in retention when a new user gets seven friends in the first ten days.

Resurrection is when an inactive user is recovered. It is important to understand how long that user has been out, because different strategies will be required depending on the degree and length of inactivity.

Where to start to implement Growth Marketing in your company?

The essential thing to start with is to evaluate and optimize your retention. Then, clearly identify the key metrics for user activation and establish continuous follow-up, engagement and recovery strategies. Growth is a consequence of properly implementing these factors before investing in large acquisition campaigns.

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Would you like to go deeper into how to implement Growth Marketing in your business? Let me know your opinions or doubts below in the comments!