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The Death of Marketing Funnels πŸ”« πŸ”ͺ ⚰️

Why the Smartest Marketers are focusing less on funnels and more on Growth Loops.

Ever ask a fellow marketer how to grow your product? Chances are, you get a barrage of tactics: ads, affiliates, social media - the classic funnel approach. Think of it like pouring water into the top of a funnel – the more you pour, the more comes out the bottom (hopefully, those are sales!).

But here's the issue:

  • Acquiring new customers is a constant uphill battle. A costly and time consuming process.

  • Funnels are one-way streets. Once a user falls out, they're gone.

  • Growth is linear. There's a limit to how much you can "pour in" before it gets expensive.

Source: Marketing Examples

The good news? Top marketers are ditching funnels for a more sustainable strategy: Growth Loops.

Loops: The Gift That Keeps on Giving

Imagine a self-perpetuating cycle, where each user creates a ripple effect, bringing in new users. That's the magic of a growth loop. Brian Balfour, a growth hacking legend, argues that funnels get hung up on acquisition, neglecting the goldmine of existing customers. Growth loops, on the other hand, turn these happy users into brand advocates, fueling organic growth.

Source: Marketing Examples

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How to Build Your Growth Loop Machine

The key to a good loop is the right incentive. Here are some popular flavors:

  • Financial Incentives: Dropbox, PayPal, and Google Pay reward users for bringing in new customers with cash or credits. Who doesn't love free stuff?

    Source: Marketing Examples

  • Network Effects: Products like LinkedIn, Slack, and Trello become more valuable with more users. Inviting friends enhances the experience for everyone.

  • Stand Out From the Crowd: Can't miss it, gotta have it! Ather and Ultravilet’s scooters use eye-catching design to get noticed and talked about.

  • Content Amplification: Platforms like Meetup, Product Hunt, and SurveyMonkey incentivize users to share their creations, expanding reach organically.

Source: Reforge Blog

  • User Generated Content Growth: Quora, Reddit, and Stack Overflow leverage user-generated content to attract new users searching for answers and even rank on the first page of google!!

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The Secret Weapon Against Copycats

Here's the beauty of growth loops: they're unique to your product and business model. They consider how your product, marketing channels, and monetization strategy work together – a complex system that's hard for competitors to replicate.

So, ditch the leaky funnel and embrace the power of growth loops. Identify your unique user motivators, create a seamless user experience, and watch your product climb the growth spiral!

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