When it comes to investing in digital marketing to grow your business, stand-alone SEO or PPC services simply won’t cut it. This is largely due to the fact that buyers are more savvy than ever; they seek an in-depth education before making a purchase, and sales people are becoming obsolete (save for a few niche industries).
When thinking of the ideal way to use digital marketing to drive business growth, the words of Steve Jobs come to mind. He said that incredible things in the business world are never really made by a single person, but by a team. In order to fuel business growth through a digital marketing strategy, you need a team of tools and strategies. This is what a Growth Stack is, and here are its components.
The Approach to a Growth Stack is Everything
If you are even able to find a digital marketing agency that offers custom growth stacks, you should first look at their approach and understand why they offer it. More than 95% of marketing agencies still offer the same old cookie-cutter three-tier “marketing in a box” options. They use the same strategy for all clients. A Growth Stack strays from this one-size-fits all mentality because no two businesses are alike and therefore do not deserve the same strategies. A stellar Growth Stack should be engineered upon the foundation of how people consume information and make purchasing decisions. Then unique strategies to drive traffic and nurture leads should be employed to garner sales, seal the deal and all within the realm of measurable growth.
When we think of “driving traffic” we imagine SEO ranking web pages or PPC sending buyers to a landing page. But as a component to the Growth Stack, the strategy to drive traffic is a hybrid combining SEO, multi-channel paid media, editorial outreach, social media and content marketing. Driving web traffic is that vital top of funnel strategy that lead nurturing relies on. After all, without traffic generation there are no leads to educate. The best digital marketing agencies in Los Angeles to New York will customize a strategy to drive traffic that may or may not include all of these channels simply because some industries won’t require all of these to be successful (for example a company that makes military power supplies for our armed forces would not require Facebook to drive traffic).
Inbound marketing is a process in which prospects are attracted through content before they are ready to make a purchase. The content is hyper-focused on buyer personas and the exact stage the prospect is at in the buyer’s journey. In most cases a company’s email list of leads and current customers is used in email marketing campaigns that leads people to commit the desired action (download a form or make a purchase). Multi-channel paid media and SEO strategies also play into driving traffic to desired content where prospects enter a funnel and become leads. Marketing automation software allows one to create custom workflows, send precise messaging to the right groups at the right time, and allows for seamless lead nurturing and management.
The Rolls Royce of Growth Stacks Include Sales Enablement
Most agencies, especially the larger ones with 100+ employees, stop moving the chains after their teams drive traffic and convert readers into leads. However, the best digital marketing agencies that TRULY make business growth for their clients the goal continue to close the loop with sales enablement strategies. Many companies struggle when it comes to transforming deal opportunities into sales. Depending on the client, their sales cycle, and the buying behavior patterns their clients exhibit, the sales enablement process will vary from one brand to the next. This could include CRM, sales templates, deal stages, and automated strategies. Consulting also plays a huge role in sales enablement where managers and their team are given sales task efficiency and post-sale marketing training. This is especially common with niche industries that have especially long sales cycles and rely on sales teams or dedicated personal time with brand representatives. For example, luxury property developers don’t make a sale because people read a blog, download an asset, and make a purchase after reading a third email. Instead, workflows are created that lead people to booking appointments with reps who, hopefully, are trained to nurture the prospect and ultimately close the deal.