If you’re thinking about whether a growth agency or traditional marketing agency is better equipped to accomplish your company growth goals, you’re in the right place. But what’s the difference between the two? Let’s explore two relatable examples that might just tip the scales for you.
Think about a time when you saw a billboard or TV commercial that really, really impacted you – one that you thought about for days or even weeks after. Even if you had some pre-existing interest in the product or service on offer, we’re willing to bet that you didn’t make that purchase. And if you did, it was likely a one-time thing, and the company never followed up with you.
This is an example of what a traditional marketing agency does: they develop a product and market it to everyone, increasing brand awareness without adequate follow-through on actual company growth goals.
Now think about a time when you found a product online that seemed destined to land in your social media or search feed. Maybe you had a fantastic experience with that company that guided you through your basic interest in the product to becoming a lifelong fan. They made sure you felt seen from the first second you entered their CRM. The company was attentive to your interests and seemed to care about having you around. We’re willing to bet that this kind of experience led you to make at least one purchase – if not many – from the company.
This is an example of what a growth agency does: they use data to deliver their product directly into their ideal customer’s hands – and prioritize that connection every step of the way.
What Sets a Growth Agency Apart From a Traditional Marketing Agency?
While there is certainly a place for traditional marketing, if you want to wow your
customers as in the second example above, you’re likely leaning more towards what a growth agency can offer. That’s because a growth agency doesn’t just focus on marketing; it takes a holistic approach to your entire customer acquisition process. By focusing on sales and marketing – and ensuring that they work together – a growth agency ensures you get better customers, crush more sales and adapt to any setbacks as soon as possible.
A growth agency can help you:
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Analyze data for continuous improvement
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Generate and nurture quality leads for better customer retention and higher ROI
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Form a unified company growth strategy to join your marketing and sales forces
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Access different sets of expertise
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And, of course, so much more – a growth agency can meet you where you’re at to see what’s needed to accomplish your company growth goals
4 Ways a Growth Agency Can Help You Reach Company Growth Goals
In short: a growth agency can help you see both immediate and long-term results. Because they see every tiny piece of marketing and sales as pieces of a larger picture, growth agencies are better positioned to improve your entire company process. Remember, brand awareness isn’t all that useful if all those potential customers who are now aware of your brand aren’t being nurtured. Just because someone knows about your product or service does not mean they’re ready to engage – let alone purchase. Let’s look at some unique tactics that growth agencies use to help you grow.
1. Generate and Nurture Quality Leads
By being laser-focused on attracting leads who are already interested in what your company has to offer, growth agencies are uniquely able to get you the traction you need to start increasing your ROI. Here are just a few of the ways a growth agency can help you secure better leads – and increase their customer lifetime value:
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Creating unique buyer personas. If you don’t know who your ideal customer is, slapping some marketing material on a billboard isn’t likely to attract high-quality leads. A growth agency can help you carve out your tailored buyer personas: detailed descriptions of your ideal customers. Giving your ideal customers names, motivations and pain points can help you better understand both your customer and the place in the market your product or service occupies. This process ensures you understand how your ideal customers typically discover your site; what they want from you; what they do in their spare time; what demographic they fit into; and more.
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Mapping out the customer journey. By creating a customer journey map, a growth agency can map out how your customers meet your company and move through different phases within it. Understanding which customers are a good fit for your company can help you get better sales prospecting strategies in place – and help you form better relationships with your customers.
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Email marketing. Once you know your buyer personas and have your customer journeys mapped out – and the freshly minted prospecting strategy to match – you’ll need to nurture the new prospects entering your CRM. A cohesive email marketing strategy is crucial to ensuring those who have established interest in your brand actually know what it’s all about. Who better to help you create emails that stand out in inboxes than an agency focused on moving those hot leads down the funnel?
2. Analyze Data for Continuous Improvement
Because growth agencies are data-driven, they can use the smallest or largest pieces of data you have to pinpoint exactly where you need to improve. Key analytical tools for growth agencies include:
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A/B testing. Growth agencies are dedicated to finding out what’s working and what’s not. If you’ve ever had a page on your website or call to action (CTA) underperform, you know how frustrating it is to not know what the contributing factor is. By A/B testing, you can pinpoint exactly what your leads or customers are responding to: was it the longer copy vs. shorter copy or simple design vs. intricate design that worked? It’s a critical tool in a growth agency’s toolkit because we’re always looking to see how we can improve even the tiniest details.
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Insightful reporting. Numbers don’t lie – at least not if you know how to read them. If you don’t know how to make your data work for you, a growth agency can help you make sense of all those revenue attribution graphs you’ve been working on. Growth agencies are laser-focused on performance metrics and key performance indicators (KPIs) to find exactly what’s working – and what’s not.
3. Form a Unified Company Growth Strategy
Growth marketing isn’t just marketing – it’s a cohesive effort to find your ideal customer and guide them down the funnel with attention and care. If traditional marketing agencies just tackle a slice of the lead acquisition process, growth marketing wants the whole pie. One of the most impactful ways a growth agency can help you get all of your teams working together and on the same page is with lead scoring.
First, let’s walk things back a bit. Once you’ve outsourced to a growth agency to help you build your customer journey map and a scalable marketing email strategy, you’ll find a ton of new qualified leads in your CRM. But how do you know when they’re ready to become customers? Your growth agency can help you find out with lead scoring. Assigning (or removing) “points” from your leads based on how they interact with your marketing material allows your sales team to know exactly when to make that first sales call. With marketing generating quality leads and sales ready to strike at the perfect moment, both teams can collaborate effectively. The result? More closed deals and more motivated sales and marketing team members.
4. Access Different Sets of Expertise
Whether you do all of your marketing in-house or use a traditional marketing agency, creating and sticking to a solid strategy can feel like a lot to manage. From data analytics and reporting to email marketing content generation, it’s no small feat. Plus, it’s hard to find just one person (or a few people with similar skill sets) capable of tackling all of these different aspects of your marketing strategy at once.
A growth agency typically prioritizes having a multitude of different skills on the team. From skilled copy editors and graphic designers to web developers, growth agency teams like ours at Tangible Words are poised to help you tackle all different kinds of marketing challenges and see more sales.
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