{"id":18161,"date":"2022-02-09T16:57:18","date_gmt":"2022-02-09T13:57:18","guid":{"rendered":"https:\/\/affise.com\/?p=18161"},"modified":"2025-08-11T15:19:08","modified_gmt":"2025-08-11T12:19:08","slug":"growth-marketing-tactics","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/growth-marketing-tactics\/","title":{"rendered":"Drive More Sales With These 7 Growth Marketing Tactics"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18161\" class=\"elementor elementor-18161\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7303c5c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7303c5c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d5bb64d\" data-id=\"d5bb64d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83b59f7 elementor-widget elementor-widget-text-editor\" data-id=\"83b59f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Growth marketing has grown into a major buzzword in the marketing sphere. You will find people calling themselves growth marketers and others say they\u2019re growth hackers. It sounds technical and all, but is there any difference between regular marketing and growth marketing? Should your business even bother creating a \u201cgrowth marketing campaign\u201d?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Well, yes and yes.<\/span><\/p><p><span style=\"font-weight: 400;\">This article will explore what growth marketing is and how it\u2019s different from growth hacking and regular marketing. We\u2019ll also look at the framework and top tactics of growth marketing.<\/span><\/p><h2><span style=\"font-weight: 400;\">What is Growth Marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">To better understand what growth marketing is, we need to discuss traditional marketing. In traditional marketing, marketers use the same techniques to acquire new customers. For example, they will send out email blasts, run PPC ads, and so on.<\/span><\/p><p><span style=\"font-weight: 400;\">There\u2019s nothing wrong with those techniques. However, traditional marketing strategies are rarely sustainable. For example, with Google AdWords, if specific keywords are known to attract tons of customers, most marketers will target those keywords. As a result, the cost-per-click (CPC) for those keywords will increase over time.<\/span><\/p><p><span style=\"font-weight: 400;\">At some point, the CPC may get so high that the overall cost of <\/span><a href=\"https:\/\/affise.com\/blog\/referral-program\/\"><span style=\"font-weight: 400;\">customer acquisition<\/span><\/a><span style=\"font-weight: 400;\"> could become too much. At best, it means lower profit margins for you. At worst, you\u2019ll find yourself making losses.<\/span><\/p><p><span style=\"font-weight: 400;\">That\u2019s only one of the few issues that growth marketing solves. Put simply; growth marketing is the rigorous experimentation of different marketing strategies to identify the most efficient tactics to acquire, engage, and retain customers over the long haul.<\/span><\/p><p><span style=\"font-weight: 400;\">Growth marketing is not a static marketing technique. The strategy recognizes that market dynamics change all the time. Therefore, to give businesses a chance at long-term success, growth marketing explores the changing customer preferences and needs. It then tests multiple tactics, channels, etc., to determine how businesses can best address those changing consumer needs.<\/span><\/p><p><span style=\"font-weight: 400;\">Also, growth marketing doesn\u2019t just focus on customer acquisition. The strategy is keen on customer retention, which is critical since retaining customers costs less than acquiring them.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac8b162 elementor-widget elementor-widget-html\" data-id=\"ac8b162\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\n    .blog-intro .blog-intro__title_center {\n        top: 30%;\n    }\n<\/style>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b77abc2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b77abc2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c7170d4\" data-id=\"c7170d4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a685a8f elementor-widget elementor-widget-image\" data-id=\"a685a8f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"579\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/growth-marketing.jpg\" class=\"attachment-large size-large wp-image-18164\" alt=\"growth marketing\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (invespcro.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a5df59a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a5df59a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8507d1c\" data-id=\"8507d1c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9a771d3 elementor-widget elementor-widget-text-editor\" data-id=\"9a771d3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Growth marketers aim to turn customers into brand advocates, as well. Ultimately, you want to build a satisfied customer base that can recommend your exemplary products to other people.<\/span><\/p><h2><span style=\"font-weight: 400;\">Growth Marketing Vs. Growth Hacking<\/span><\/h2><p><span style=\"font-weight: 400;\">Growth marketing and growth hacking are typically used interchangeably. Although the two terms are more or less referring to the same thing, the scope is slightly different.<\/span><\/p><p><span style=\"font-weight: 400;\">Growth marketing has a bigger coverage. It refers to the whole concept of developing and testing various marketing techniques.<\/span><\/p><p><span style=\"font-weight: 400;\">On the other hand, growth hacking usually refers to the execution of a specific growth marketing technique.<\/span><\/p><p><span style=\"font-weight: 400;\">Think of growth marketing as the bigger picture that takes care of your long-term goals. Meanwhile, growth hacking deals with the specific strategy you need to perform now to make steps towards achieving your big goal.<\/span><\/p><p><span style=\"font-weight: 400;\">A good example of a growth hacking technique is <\/span><a href=\"https:\/\/www.slideshare.net\/gueste94e4c\/dropbox-startup-lessons-learned-3836587\"><span style=\"font-weight: 400;\">Dropbox\u2019s genius idea<\/span><\/a><span style=\"font-weight: 400;\"> to give existing customers free space through their referral programs. They also attracted the referrals with free additional space if they accepted invitations.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That basically created a two-sided incentive, and the strategy saw their signups grow by a whopping 60% within 15 months.<\/span><\/p><h2><span style=\"font-weight: 400;\">Marketing Vs. Growth Marketing<\/span><\/h2><p><span style=\"font-weight: 400;\">Typical marketing focuses on building awareness and attracting customers. Those are top of the funnel items. The technique is great at customer acquisition, but it does very little to help a business retain customers.<\/span><\/p><p><span style=\"font-weight: 400;\">Growth marketing deals with the entire sales funnel. A proper growth marketing strategy goes above and beyond, to acquire customers as efficiently as possible and keep them in the business for the longest time possible.<\/span><\/p><h2><span style=\"font-weight: 400;\">Growth Marketing Process<\/span><\/h2><p><span style=\"font-weight: 400;\">Growth marketing operates through the AAARRR (Awareness, Acquisition, Activation, Revenue, Retention, and Referral) framework. Sometimes it\u2019s also called the AARRR framework, where awareness and acquisition operate together.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here\u2019s what each step entails:<\/span><\/p><h3><span style=\"font-weight: 400;\">Awareness<\/span><\/h3><p><span style=\"font-weight: 400;\">The goal here is to build awareness about your products. Therefore, you need to identify who your target audience is and which platforms they use.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s also critical to find the right advertising channels. That should help you put your resources in the right place. For instance, startups whose target audience is millennials may prioritize social media over something like print media. Most millennials are on social networks plus social media marketing is cheaper, so the strategy makes sense.<\/span><\/p><p><span style=\"font-weight: 400;\">That said, you may still have to test out different channels. That\u2019s what growth marketing is about, after all. So, don\u2019t just assume a particular platform is better at building brand awareness than another.<\/span><\/p><p><span style=\"font-weight: 400;\">In the awareness stage, you\u2019ll need to monitor metrics such as impressions, click-through rate, site visits, and the bounce rate on <\/span><a href=\"https:\/\/www.getresponse.com\/blog\/create-a-landing-page\"><span style=\"font-weight: 400;\">your landing pages<\/span><\/a><span style=\"font-weight: 400;\">. The data should give you an idea of how many people you are reaching.<\/span><\/p><h3><span style=\"font-weight: 400;\">Acquisition<\/span><\/h3><p><span style=\"font-weight: 400;\">The acquisition stage focuses on attracting leads. You\u2019re not necessarily interested in making a sale at this point. The main goal is to spike the interest of regular site visitors and turn them into leads.<\/span><\/p><p><span style=\"font-weight: 400;\">The critical metrics to monitor here are the number of new leads and the cost of acquisition.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can enhance your acquisition process with social proof, case studies, lead magnets, excellent user experience on your website, and other tactics. Software as a Service (SaaS) businesses also utilize freemium models to lure in users.<\/span><\/p><p><span style=\"font-weight: 400;\">During the onboarding process, your business can collect additional data from its potential customers. The data is supposed to help you provide personalized solutions later on.<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s say a prospect joins your email list through a lead magnet on something like \u201cFree PPC Checklist.\u201d Building and launching a PPC campaign could be one pain point of that lead. You can fill that information in the lead\u2019s profile and use it down the road to pitch your PPC services.<\/span><\/p><h3><span style=\"font-weight: 400;\">Activation<\/span><\/h3><p><span style=\"font-weight: 400;\">Activation involves showing the lead your product\u2019s value and having them take the desired action. That could mean signing up for a free trial, installing your app, spending more time on your site, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">Even signing up for a newsletter could be a sign of activation in some cases. For example, if a lead signs up for newsletters from an ecommerce business.<\/span><\/p><p><span style=\"font-weight: 400;\">To monitor the performance of your activation stage, track the number of email list subscribers, free trial sign-ups, first app installations, and website sessions.<\/span><\/p><p><span style=\"font-weight: 400;\">You should be able to enhance your activation stage by optimizing your landing page. You can do that with social proof, enhancing user experience, great copywriting, and offering product tutorials.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Revenue<\/span><\/h3><p><span style=\"font-weight: 400;\">Look at how many leads have actually turned into paying customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">At this point, you also want to compare revenue per customer with the cost per acquisition. Are you breaking even or making profit?<\/span><\/p><p><span style=\"font-weight: 400;\">Monitor the average revenue per customer and the customer lifetime value.<\/span><\/p><p><span style=\"font-weight: 400;\">You can boost your revenue with discounts, sensible upsells and cross-sells, or by sending cart abandonment emails to lower cart abandonment rates.<\/span><\/p><h3><span style=\"font-weight: 400;\">Retention<\/span><\/h3><p><span style=\"font-weight: 400;\">Retaining existing customers is less expensive than acquiring new customers. Therefore, lowering the churn rate and boosting customer retention should be a top priority for your business.<\/span><\/p><p><span style=\"font-weight: 400;\">The metrics to monitor will depend on the type of business. For example, for a SaaS business, you\u2019ll need to monitor daily or monthly active users.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Apps can look at users&#8217; sessions. If the number of sessions of a user is dropping, chances are you\u2019re about to lose the user.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Meanwhile, ecommerce businesses can look at the number of repeat customers.<\/span><\/p><p><span style=\"font-weight: 400;\">You can boost retention by personalizing the customer experience, building an active community, offering rewards, and engaging customers through email marketing and other channels.<\/span><\/p><h3><span style=\"font-weight: 400;\">Referral<\/span><\/h3><p><span style=\"font-weight: 400;\">Finally, you want to take your business to the next level by converting your customers into <\/span><a href=\"https:\/\/affise.com\/blog\/how-to-get-brand-ambassadors\/\"><span style=\"font-weight: 400;\">brand ambassadors<\/span><\/a><span style=\"font-weight: 400;\">. You can easily do this through a rigorous referral program like what Dropbox and many other companies do. Just give your customers unique links or codes and promise an incentive for every successful referral. You\u2019ll be surprised at just how effective word of mouth can be.<\/span><\/p><p><span style=\"font-weight: 400;\">Besides that, you can also host giveaways and contests. Many brands do this on social media.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-45100cc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"45100cc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-11475ba\" data-id=\"11475ba\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-41d1dce elementor-widget elementor-widget-image\" data-id=\"41d1dce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"673\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/referral.jpg\" class=\"attachment-large size-large wp-image-18168\" alt=\"referral\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b9c935d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b9c935d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3ecf6b\" data-id=\"f3ecf6b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21238d6 elementor-widget elementor-widget-text-editor\" data-id=\"21238d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">To see how well your referral stage performs, track the number of new users your existing customers bring in. Check social shares as well.<\/span><\/p><h2><span style=\"font-weight: 400;\">Growth Marketing Tactics<\/span><\/h2><p><span style=\"font-weight: 400;\">We\u2019ve seen the growth marketing framework. Now let\u2019s go through a few of the tactics used by successful growth marketers.<\/span><\/p><h3><span style=\"font-weight: 400;\">1. Grow Number of Channels Used<\/span><\/h3><p><span style=\"font-weight: 400;\">Growth marketing campaigns don\u2019t focus on any one marketing channel alone. Even when you have one channel generating tons of traffic and leads for you, it\u2019s still critical to test out different channels.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Remember, customer preferences can change at any moment. It\u2019s important to experiment with various channels in anticipation of such changes.<\/span><\/p><p><span style=\"font-weight: 400;\">So, build your email campaigns, social media pages, PPC campaigns, SMS, search engine optimization (SEO), etc. You can even test traditional advertising channels like TV and radio ads.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Prioritize the channels your audience loves the most, then work to integrate all your channels.<\/span><\/p><p><span style=\"font-weight: 400;\">Proper integration boosts the performance of a multi-channel marketing campaign significantly. It ensures that messaging and interaction with your leads remain consistent regardless of the channel.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For example, a lead could land on your website through a Google search or by clicking a social media post. If you\u2019ve integrated your channels correctly, you can retarget the same lead with a PPC ad relevant to the page they were looking at. Such contextual campaigns will boost your lead generation efforts and conversion rates.<\/span><\/p><h3><span style=\"font-weight: 400;\">2. Focus on Whole Funnel<\/span><\/h3><p><span style=\"font-weight: 400;\">Don\u2019t make the mistake of traditional marketing where the emphasis is put on the top of the funnel stuff alone. Growth marketing takes a holistic marketing approach, focusing on the entire customer journey or lifecycle. Therefore, you should have a broad strategy covering all the six elements of the growth marketing framework.<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s say you are a new ecommerce business, for example. At the awareness stage, you\u2019ll want to utilize social media, PPC, and other channels to get your name out there. You can even partner with <\/span><a href=\"https:\/\/affise.com\/blog\/influencers-and-affiliate-marketing\/\"><span style=\"font-weight: 400;\">micro- and macro-influencers<\/span><\/a><span style=\"font-weight: 400;\"> to build brand awareness rapidly.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6379ec5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6379ec5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9451440\" data-id=\"9451440\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-99971ca elementor-widget elementor-widget-image\" data-id=\"99971ca\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1000\" height=\"629\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/influencers.jpg\" class=\"attachment-large size-large wp-image-18166\" alt=\"influencers\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5c40dd5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5c40dd5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-aa7ceec\" data-id=\"aa7ceec\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-be6c2ab elementor-widget elementor-widget-text-editor\" data-id=\"be6c2ab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Next, you need to ramp up your acquisition. You can do this by enhancing your website UX, providing offers like free shipping, discount codes, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">From there, the goal is to make the leads aware of your product\u2019s value, activate their interest, and push that conversion. This is where you target the leads with personalized marketing emails and discounts. Include some user testimonials to show the prospects what other users have to say about your products.<\/span><\/p><p><span style=\"font-weight: 400;\">You can also activate prospects with optimized landing pages. Include discounts, social proof, excellent copy, etc., on the landing page, then drive qualified traffic with targeted digital marketing strategies like PPC, email marketing, and social ads.<\/span><\/p><p><span style=\"font-weight: 400;\">Once the user converts, work on boosting your revenue. But don\u2019t be pushy. Use reasonable cross-sells and upsells. If a customer is buying a shaving razor, for example, cross-sell a shaving brush. That\u2019s a sensible cross-sell. You can even include free shipping in the package to make it more compelling.<\/span><\/p><p><span style=\"font-weight: 400;\">Next, focus on retention. Do this by engaging your customers regularly. Send them your store\u2019s newsletters, for example. You can also give them a knowledge platform where they can learn about subjects of interest for free.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Our own platform has such a <\/span><a href=\"https:\/\/affise.com\/knowledge-hub\/\"><span style=\"font-weight: 400;\">knowledge hub<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-037ba1e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"037ba1e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a5dcfe1\" data-id=\"a5dcfe1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dbaad0f elementor-widget elementor-widget-image\" data-id=\"dbaad0f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"612\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/knowledge-hub.jpg\" class=\"attachment-large size-large wp-image-18167\" alt=\"knowledge hub\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-46b37dc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"46b37dc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-877956c\" data-id=\"877956c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21296e2 elementor-widget elementor-widget-text-editor\" data-id=\"21296e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Finally, make advocates out of your customers with giveaways, contests, or a referral program. Test all options to identify the most appealing one for your audience.<\/span><\/p><p><span style=\"font-weight: 400;\">Focusing on the whole funnel is the most effective way to ensure your business succeeds long-term.<\/span><\/p><h3><span style=\"font-weight: 400;\">3. Repurpose Content<\/span><\/h3><p><span style=\"font-weight: 400;\">A multi-channel marketing campaign is effective, but it can be very expensive. Creating quality content for all channels is no easy feat. Fortunately, you can reduce the expenses without compromising your campaigns, by repurposing your content. But there\u2019s an art to it.<\/span><\/p><p><span style=\"font-weight: 400;\">You must repurpose the content with your users in mind. Focus on delivering value.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Therefore, you may have to update or tweak the content before redistributing it through other channels.<\/span><\/p><p><span style=\"font-weight: 400;\">The good news is there are various ways of repurposing all types of content. For example, you can turn your webinar into a video tutorial and share it on YouTube and other social platforms.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You could even include some footage in relevant blog posts or use it as a lead magnet, like this webinar aimed at B2B businesses:\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2bf787d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2bf787d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-139f4b7\" data-id=\"139f4b7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14b7062 elementor-widget elementor-widget-image\" data-id=\"14b7062\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"450\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/webinars.jpg\" class=\"attachment-large size-large wp-image-18169\" alt=\"webinars\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (b2binternational.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fd85e55 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fd85e55\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2c5e678\" data-id=\"2c5e678\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-38251fd elementor-widget elementor-widget-text-editor\" data-id=\"38251fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The webinar already took place, but the company is still using the recording to capture leads.<\/span><\/p><p><span style=\"font-weight: 400;\">You can also turn a blog post into a guide or checklist. The strategy works incredibly well with actionable long-form content. You can go as far as using the checklist in an exit-intent pop-up to reduce bounce rates and grow your email list.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e0e2d0e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e0e2d0e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d5be0fd\" data-id=\"d5be0fd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c1aea21 elementor-widget elementor-widget-image\" data-id=\"c1aea21\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"706\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/increase-traffic.jpg\" class=\"attachment-large size-large wp-image-18165\" alt=\"increase traffic\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (wordstream.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e6624d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e6624d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2d5e194\" data-id=\"2d5e194\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-04d7d2e elementor-widget elementor-widget-text-editor\" data-id=\"04d7d2e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Or how about you turn customer reviews into social proof? Include the user-generated content (UGC) in your landing page, emails, and even social media posts.<\/span><\/p><p><span style=\"font-weight: 400;\">For example, GoPro collects content from their users (through a brand hashtag) and reshares it on their socials to showcase the capabilities of their products.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0315c8f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0315c8f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-69a6648\" data-id=\"69a6648\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8fed019 elementor-widget elementor-widget-image\" data-id=\"8fed019\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"512\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/experiment.jpg\" class=\"attachment-large size-large wp-image-18163\" alt=\"experiment\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-53b5667 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"53b5667\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f33568\" data-id=\"7f33568\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-96cb937 elementor-widget elementor-widget-text-editor\" data-id=\"96cb937\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">There are lots of content repurposing strategies you could use. Just get a little creative, and don\u2019t be afraid to experiment with different techniques.<\/span><\/p><h3><span style=\"font-weight: 400;\">4. Keep Customers Engaged<\/span><\/h3><p><span style=\"font-weight: 400;\">Customer engagement is critical for boosting revenue and retention. Engaging your audience also cultivates customer relationships, making it easier for the customers to recommend your services down the road.<\/span><\/p><p><span style=\"font-weight: 400;\">Besides the occasional newsletter, you can boost engagements with a rigorous social media campaign. Use your customer\u2019s favorite social networks to interact with them, not just promote your products.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can combine polls, memes, and other types of content to keep your customers entertained.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a148a6c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a148a6c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c590907\" data-id=\"c590907\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a14e56 elementor-widget elementor-widget-image\" data-id=\"5a14e56\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"531\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/02\/engagements.jpg\" class=\"attachment-large size-large wp-image-18162\" alt=\"engagements\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (twitter.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14b528e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14b528e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0ce5fbb\" data-id=\"0ce5fbb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2d8bbb elementor-widget elementor-widget-text-editor\" data-id=\"c2d8bbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Content marketing is the option. Create a captivating and educational blog post. In addition to keeping your customers engaged, content marketing can also support your SEO efforts. It\u2019s no wonder online businesses, including SaaS and ecommerce stores, are doubling down on content marketing.<\/span><\/p><h3><span style=\"font-weight: 400;\">5. Monitor and Measure<\/span><\/h3><p><span style=\"font-weight: 400;\">It\u2019s imperative to monitor your efforts and measure the results. You wouldn\u2019t want to waste your resources on campaigns that aren\u2019t generating any ROI, would you?<\/span><\/p><p><span style=\"font-weight: 400;\">Therefore, track the metrics of every campaign in your growth marketing plan. In the AAARRR framework above, we shared all the key metrics you need to look at.<\/span><\/p><p><span style=\"font-weight: 400;\">Check how many impressions your social media posts are getting, for example. And what\u2019s the trajectory there? Are you moving upwards or downwards?<\/span><\/p><p><span style=\"font-weight: 400;\">Look at the open rates of your marketing emails. Are they dropping? If so, what can you do to improve your emails? Perhaps test out different subject lines?<\/span><\/p><h3><span style=\"font-weight: 400;\">6. A\/B Test<\/span><\/h3><p><span style=\"font-weight: 400;\">A\/B testing involves experimenting with different versions of an item, A and B, to determine which of them generates the best outcomes.<\/span><\/p><p><span style=\"font-weight: 400;\">Various tools make it possible to A\/B test just about anything in the marketing process. And you should invest in testing as many items as possible. That\u2019s the only way to know what\u2019s working for you and what isn\u2019t.<\/span><\/p><p><span style=\"font-weight: 400;\">For example, you can test different subject lines of the same email then monitor the open rates. Identify the best-performing subject line and figure out what made it work. You can then use this insight to inform your next email campaign.<\/span><\/p><p><span style=\"font-weight: 400;\">You can test different versions of a landing page as well. Tweak one or two elements, for example, a value proposition or the copy. Find the best-performing version and use the data to optimize your landing page.<\/span><\/p><p><span style=\"font-weight: 400;\">That\u2019s how to utilize A\/B testing. You can run similar multivariate tests with your PPC ads, email copies, social media posts, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">You shouldn\u2019t alter too many items when running <\/span><a href=\"https:\/\/affise.com\/blog\/affiliate-program-split-testing\/\"><span style=\"font-weight: 400;\">split tests<\/span><\/a><span style=\"font-weight: 400;\">, though. For example, if you want to find the best-performing landing page, don\u2019t create two versions and change the social proof, call-to-action (CTA), value proposition, CTA placement, and copy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Having too many variables makes it hard to keep track of the results. Ideally, you should test two elements at a time.<\/span><\/p><h3><span style=\"font-weight: 400;\">7. Stick to Proven and Tested Growth Marketing Tactics<\/span><\/h3><p><span style=\"font-weight: 400;\">Very few businesses can afford to test a multitude of marketing strategies blindly. The resources are simply not there.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Therefore, unless you are one of the few marketers with a blank check, it\u2019s a good idea to stick to the proven and tested growth hacking strategies. That should reduce the risk of running expensive experiments that won\u2019t generate any meaningful results.<\/span><\/p><h2><span style=\"font-weight: 400;\">Takeaways<\/span><\/h2><p><span style=\"font-weight: 400;\">Growth marketing is the testing of various marketing strategies to boost customer acquisition and retention.<\/span><\/p><p><span style=\"font-weight: 400;\">The technique has a six-stage framework; awareness, acquisition, activation, revenue, retention, and referral. We looked at seven proven growth marketing strategies you can implement through each of the stages.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These are; create a multi-channel campaign, focus on the whole funnel, repurpose content, keep customers engaged, monitor and measure results, run A\/B tests, and lastly, follow proven growth marketing strategies.<\/span><\/p><p><span style=\"font-weight: 400;\">Doing all this should help your marketing team focus on the big picture and achieve its long-term goals.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Growth marketing has grown into a major buzzword in the marketing sphere. You will find people calling themselves growth marketers and others say they\u2019re growth hackers. It sounds technical and all, but is there any difference between regular marketing and growth marketing? Should your business even bother creating a \u201cgrowth marketing campaign\u201d? Well, yes and [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":18341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[175],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Growth Marketing Tactics | 14 Ways to Scale Smarter<\/title>\n<meta name=\"description\" content=\"Explore 14 growth marketing tactics\u2014from referral loops to funnel testing\u2014to attract, convert, and retain customers more efficiently.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/growth-marketing-tactics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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