10th Week Review-Learning From CXL Gowth Marketing Course
Time has been flying fast, it’s already 10th week I’ve been learning growth marketing in CXL institute.
These days one university graduate asked me how to do online marketing and conduct DTC ecommerce brand, he also has some programming background. This is a very big question, how can I start to give him some tangible career guide and advice. It is a plus that he knows some Python or something software development related, marketing is also a big talent pool that lots of knowledge involved in, for example, psychology, statistics, data visualization, writing, business negotiation, project management, finance… if I had more time, I would think of more knowledge required in the marketing.
And the most important attribute every marketer should have is they are never comfortable with what they know.
But how to answer that big question specifically? I have to give him a big picture and a bird view of how to be a competent marketer. To be honest, CXL is my first resource for answer seeking in my mind. CXL has a very systematic marketing course and description for smart marketers. I started to tell him, “be a growth marketer”, if a marketer want to bring value and play an important role in a company, bring them exponential and continuous growth, the company achieves success because of you in the eyes of everybody there. Unlike SEO(search engine optimization), it has steep learning curve and requires consistent learning throughout your entire career journey, the main issue is sometimes you can’t see immediate progress within a certain time period, it’s not a good sign if you are in a company that not seo focused.
That’s go and check carefully what courses are in CXL, I believe the answer aka big picture lies in it by following along this comprehensive training program. Growth marketing is perfect for marketers looking to drive faster growth, below is the list that will give you advanced level skills in growth marketing. And then I will breakdown each of those one by one:
- Growth marketing foundations
- Running growth experience
- Data and analytics
- Conversion
- Channel-specific growth skills
- Growth program management
- Management
Growth marketing foundations
You need to explore what defines “growth marketing”, how it stands apart from conventional marketing, what the discipline aims to accomplish, and how to get started.
Running growth experience
You need to grasp testing strategies and skills into growth process, then you need experimentations to get sustainable result over time. CRO is 80% of research and 20% of experimentation, so you need to know how to do research, how to do A/B testing, then the basic statistics to evaluate the test result and help you get more wins and insights from optimization effort.
Data and analytics
In online marketing, knowing how to use GA (Google analytics) is a must-have skill, the Google tag manager is definitely a plus if you want to have more power and control over data measurement. You need to grasp Google sheet or excel to find actionable marketing insight.
Also, You should understand what data you could/should have, how to get value from the data, how to communicate and use attribution to get business value.
Beyond that, more and more marketers are using BI tools and Python to do marketing analysis, visualize the analysis results besides Google data studio.
Conversion
A good landing pages and appealing copy will contribute to a big leap in conversion rate.
- Gain skills and knowledge related to landing pages, research, and user psychology for a better optimization strategy.
- Improve your messaging strategy through customer research and analysis.
Channel-specific growth skills
Know how to identify the channel that clicks best with your business and optimize around that. You need to build the skills to communicate better in each channel.
A lot of traffic channels:
- Email marketing
- Messaging in public relations
- Facebook Ads
- Google Ads
- Content and SEO especially for lead generation
- Linkedin advertising
- Youtube Ads
- Influencer marketing
- Customer retention
- Audience building
- Account based marketing especially for B2B
- …
Growth program management
Growth marketing is a team’s work, so knowing project management is very essential in the process of managing a growth team, communicating data, scaling organization. the second, you need to know how to optimize the growth process, how to make your growth team fully cross-functional and productive when it comes to experimentation.
Management
Growth marketing is not a isolated island, it requires marketing or production tools to make the whole process smooth and efficient.
You need to know how to think about your stack, and the types of tools it should contain, and what problems the right stack can help you solve.
Setting up a marketing strategy is also a part of the management, why? The strategy will keep you organized and sharing progress across departments. A good growth marketing strategy must be aligned with the brand overall marketing goal.
Last, you should also know how to outline and establish processes using a repeatable framework to launch to your campaigns.
Conclusion
Hope the above big picture will inspire that graduate student to dive more into growth marketing. It is not easy or realistic to get to know the core of this in several months, even in several years. It requires hardworking and lots of practise, focus on only one sub-topic at a time. And the most important of all, stay hungry and curiosity, everything will be fine.
