It’s the new buzz-word in the industry that’s doing the rounds in meeting rooms and at marketing events, but what is it about Growth-Driven Design that makes it so diverse and easy to apply to all areas of your marketing strategy?
The best thing about the GDD methodology is that it takes a major task (like re-designing a website) and breaks it down into phases, in order of priorities and goals. What we can learn from Growth-Driven Design’s approach to website re-design is how it can be applied to other areas of your marketing strategy.
Introducing the Growth-Driven Design method
Approaching a new or re-designing a website under the Growth-Driven Design model is broken up into quarterly increments, with buyer personas and goals prioritised.
This method can easily be applied to:
Planning and Strategy
The whole idea around Growth-Driven Design is to plan each stage. When you apply GDD to your website design and development, you are essentially targeting the key priorities and goals of your company and putting them into action accordingly on your website.
For example, an e-commerce website would have it’s store as the number one priority in a website re-design, because without this there would be no company. Obviously the plan would also make room for essentials like contact information and legal framework, however they may only be a simple click-to-reveal pop-up at the beginning.
Using this method for your marketing strategy (whether it’s the overall strategy or campaign-level strategy) will give you time to focus on each priority, allowing time to achieve the goals, measuring the outcomes and making necessary changes.
Working at an overall marketing strategy level, you may look to approach social in the same method. Allow one month for each channel; For Facebook you might do the following:
- Review historical results
- Plan changes around these (using goals to guide you)
- Test your theories
- Hone your understanding
- Perfect your method
Once you’re comfortable you can move on to Twitter, or Instagram and any other social mediums you use.
Manageable workload and cost
Your CEO and CMO will always be looking at the bottom line; it’s inherent to them. Keeping this in mind, when you propose a $30,000 website re-design and development plan, you will probably see hesitation. With the GDD method, you’re able to create a large website project in phases, beginning with your priorities under a manageable, affordable and well-segmented methodology.
Under the Growth-Driven Design model, you’re team isn’t expected to produce 500 webpages in the one stint. This means that you now get:
- Defined website priorities (as you need to select the most important areas to work on first)
- Benchmarking your current position (for strategy building)
- Address elements that aren’t working (and improving or removing them)
When you use the GDD approach, you’ll be able to encourage more thought into what your company’s goals and expectations are, which in turn provides enough information to map a clear path and achieve them.
This bite-sized change series is applicable to any area of your marketing strategy. You are able to apply it not only to website design, but to things like A/B testing and social posting. Go to your C-Suite with a budget that works in phases, which gives them the ability to select what they feel is important to spend time and money on. When you have things in phases, it makes it easier to customise and segment where money is going, rather then applying a lump sum to one general area.
This acts to keep costs under control and also measure the impact of your efforts across the board before assigning more time to a certain area.
The great thing about the Growth-Driven Design method is that it also gives you the opportunity to see what’s working and what’s not. Having listed the changes in each phase, you’ll know exactly what to look for when things work well, but more so when they don’t.
Having access to your data and reporting within marketing platforms like HubSpot, gives you the ability to see where you need attention or additional services for struggling areas. Getting smaller parts of the website in the hands of the users (your customers) faster means you receive real-time feedback and insights to help better design and execute on the following phases of the website build.
Applying this methodology to your PPC campaigns could provide you with great data the proves or disproves your strategy. By highlighting changes you make to your PPC strategy and its effects, you will see the real-time data and how it directly impacts things like lead generation.
An on-going method
Understnanding that marketing is not an all-at-once service, but an ongoing service that requires thought and restrcutuirng once in a while will provide your marketing team with purpose.
GDD isn’t just about creating a website and being done with it. It’s about measuring the analytics constantly to see what changes are available for better numbers and supporting you when you’re looking to offer more in the way of updated design and landing page opportunities.
Its about delivering on your promises and giving your visitors the best value and customer experience with a repeatable process, without the stress and chaos that often happens behind the scenes. It helps you form more of a partnership with your top-level management and your team, where you work side by side to continuously develop and optimise the best experience for your company.
The best thing about GDD is that it occurs over an extended period, and in some cases it never ends. The ongoing meetings and conversations you have around your strategy will grow your knowledge and provide you with opportunity to build a team that’s engaged more deeply in marketing success and business growth.
If youre interested in knowing more about applying Growth-Driven Design to your marketing strategy, or joining the HubSpot Perth group, register for our next event below.