A growth system is not marketing. In this tutorial, John Jantsch explains that marketing is everything a business does to get an ideal customer to know, like, and trust them.Through that effort customers will try, buy, repeat, and refer the business – that's growth. In order to build a growth system, you must have a marketing strategy in place.
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- In this course we are going to talk about building a growth marketing system, but before we talk about what a growth system is, we need to spend a little time talking about what it's not. Growth is not marketing. They're two separate individual things, and until you build a marketing foundation, it's very difficult to make decisions about how to approach and build a growth system. A marketing foundation, if you think about the way that somebody might journey through your business, the marketing foundation is how you build the know, like and trust that gives somebody the confidence to then try, buy, repeat, and refer.
So, marketing is know, like and trust. Growth is try, buy, repeat, and refer. So, how do you build that marketing foundation? You have to start with strategy, and that strategy is going to be anchored very firmly in identifying a narrowly defined ideal client for your business and focusing all of your energy on attracting that ideal client. Once you know who that ideal client is, then you have to find a way to create a clear point of differentiation for your business, so that you either make the competition irrelevant, or you change the context of how the prospect or a market sees your business in the market.
Once you do those two things, then you want to develop a core message that allows you to communicate that strategy, and today content is the voice of strategy. You need to look at content, not as just a series of blog posts here or some piece of content that you write here, but as really a way to guide your prospects and customers along this entire journey of know, like, trust, try, buy, repeat, and refer.
We've provided some worksheets in this course to help you get that foundation, or at least revisit that foundation and get very confident about that being in place, so that we can move on to the elements of building your growth marketing system.
- What is a growth system?
- Testing new channels and tactics
- Measuring results
- Avoiding pitfalls
- Using best practices for B2B and B2C marketing