The name actually says it all, the aim of growth marketing is to foster growth. Growing by challenging the current marketing approach. We achieve this by investigating (strategic) challenges and formulating hypotheses to address them. These hypotheses are either substantiated or refuted based on data. Data we collected by experimenting

Growth hacking is an ongoing process that can be interesting for the entire organisation. We believe it’s important that everyone within the marketing team is involved in this working method. With an experimental working method, you ensure that you quickly discover what makes an organisation grow. Discovering new growth opportunities is the ultimate goal.

It’s important to determine measurability: which KPIs will you use to assess an experiment? This varies per experiment. The outcome of an experiment can provide insights for a new one. An experiment does not always have to be large in scale. Small adjustments can lead to significant changes and results.

Well-considered hypotheses form the basis of our working method. Every month, we determine which topics and components we will test. This concerns major issues that arise within every online marketing speciality, but also small experiments within a speciality. For example, an experiment in the field of creatives or bidding strategies.

We determine the success of an experiment based on data. The insights from each experiment are recorded in a ‘test and learn’ document. This way ensures clarity to everyone on what has been tested, facilitates mutual learning and makes every experiment easily accessible.

Winning advertisers test more than their competitors. As per our friends at Meta and Google, this also results in more turnover. The creative aspect is an increasingly important part of the marketing campaign. With many aspects being automated, this is the area where advertisers can distinguish themselves. The hypotheses (test ideas) are incorporated into the test and learn document. We start with concepts or marketing angles (we call this testing in breadth), then we create variations and continue testing to assemble the winning combination of assets (testing in depth). We always choose the order based on the degree of impact. The insights gained lead to increased turnover and cost savings. Specific elements proven to ensure greater performance are implemented across multiple campaigns on different platforms. This makes our approach scalable and efficient.

Nextlane® assists companies in developing a long-term growth strategy. We help define the growth strategy and our in-house experienced specialists design and implement experiments.