Agencies today cite that 90% of new business leads come from referrals. In such a fragmented landscape, more channels must be adopted if agencies wish to grow in 2017 and beyond.
Growth marketing is a buzzword that has been floating around the startup space for quite some time now. According to
Drift, growth marketing is about "attracting more engaged customers...while traditional marketing focuses on the top of the funnel, the growth marketing job description requires focusing on the entire funnel." Brand awareness is not enough; growth marketing is about repeatable and scalable customer acquisition.
Two of the core tenets of growth marketing are rapid experimentation and constant optimization. Most startups can quickly cite their cost-per-user across various channels, including Facebook ads, Google AdWords, organic SEO and cold emailing. Knowing the lifetime value of a customer, they tweak various campaigns to consistently increase ROI. Can your agency say the same?
The agency world is a referral-centric network that is ripe for disruption. It's time to take advantage of what growth marketing has to offer.
