This article originally appeared on Robinia Creative.
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Businesses want growth, yes, but business that grow—that truly capture attention—focus on delighting their customers. This business acumen is called “Growth Hacking.”
Picture yourself slashing your way through the tumult of the Amazon rainforest with a machete. Snakes are all around you and the mosquitos feel omnipresent. You are slowly but assuredly clearing a path toward your final destination. This is what we call hacking you way through the wilderness and this, in business, is called Growth Hacking.
Growth Hackers provide the only true path toward ultimate growth: sustained and deeply-connected referrals. They optimize businesses by focusing on one person—the first person. The goal is to convert one customer and then give them an amazing story to share with their friends. Slowly, but most assuredly, the path is “hacked.”
Growth hacking is about delivering on a promise; about connecting customers to something real; and about focusing not on sales but what customers talk about.
Think about it: when was the last time you saw a commercial or advertisement for Hilton’s DoubleTree Hotels? Why does one of America’s top hotel chains overlook traditional marketing channels? It’s because they give free cookies.
DoubleTree understand that their customers are staying a night in a place not called home and they understand that the warmth of home is yet highly important. When their customers walk in the door, they are greeting with a freshly baked and warm chocolate chip cookie. Every DoubleTree hotel has a baker on staff to cook these free reminders of home … this is Growth Hacking.
Digital Marketing is about positioning your brand to positively and profitably “hack through” your marketplace; it is about crafting your brand’s narrative so as to leverage word-of-mouth with intention and purpose.
Many digital marketing agencies are focused on what the industry calls the Omni-Channel approach—full digital marketing from SEO, to Paid Search, to Email Marketing, to Social Media Marketing, to infinity and beyond! They believe in a shoot and scoot tactic of marketing: that, as long as we unload our magazines at the enemy, something will stick!
However, we believe that Digital Marketing is about baking cookies. It is about finding ways to serve your customers and prospects more effectively to make them happy, connected, contented, and excited. It is about cookies not channels.