This Week in Growth Marketing Ep.7 : Marketing Plans For Eco-Luxury Businesses

Abigail Nwaocha
Jun 11, 2017 · 13 min read

This week in Growth Marketing is a curation of 10 of the best Growth Marketing and Growth Hacking post (In no particular order) published on Medium within the week. If you’d like your post to be mentioned in the next week’s episode, please leave a comment with a link to the post. I’ll check it out to determine if it’ll add value to my readers.

Alright let’s get into it!

PS: I‘m working on a List- style Customer Acquisition Strategy article, and I’m looking for sources with successful and failed customer acquisition stories. Here’s the link to the form in case you’re interested:

1. Marketing Plans For Eco-Luxury Businesses by Catherine Campbell

The trouble is that many people are not familiar with exoluxury as a concept. You hear that word, and it may conjure images of mud masks, quinoa salads, and outdoor retreats.

As it turns out, spa treatments, restaurants and catering, and nature recreation are part of the ecoluxury wheelhouse. But so are bathroom fixtures, hardware, and jewelry. It’s a mile-long gamut of products and services.


Neo-Metro, a company that markets environmentally friendly luxury hospitality alongside custom plumbing fixtures designed to lower carbon footprints.

FAR Botanicals, a business that makes and markets earth-based skin products that beautify without harvesting elements that harm the earth.

Global Goods Partners, an eCommerce website that promotes a range of organic and natural products. From baby toys to jewelry, they work with a number of artisans. (Yes, they’re kind of like an eco-friendly Amazon.)

The uniting factor is the eco-luxury customer avatar. This group makes purchasing decisions based not only on the benefits and experience, but also on the statement the product/service makes.

Even though these businesses are wide-ranging, their unique customer avatar requires a specialized marketing approach.

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2. Growth Hacking vs Growth Marketing by Derric Haynie

And how is that different from growth marketing?

Are you, a growth hacker, a growth marketer, or neither?

All that in just a second…

But first, let’s talk about why you keep hearing this now infamous buzz phrase “growth hacking.”

As the startup era matures and we begin to acknowledge the need for traction over (or alongside) product development, we’re coming to a point where every entrepreneur or marketer considers themself a “growth hacker.”

It feels like people that call themselves a “growth hacker” are really just trying to validate their business or product simply because they understand how to “get customers for cheap.”

And that’s why I have a bit of a negative association with the term “growth hacker,” despite being the CEO of a social media marketing agency.

But therein lies the problem…

If I can call myself an expert, so can anyone.

In fact, anyone that’s ever got 100 visitors to their blog due to a semi-viral social media post can go around and tout their stellar growth hacking skillz.

But there are clearly some differences between gaining a large amount of followers, likes, shares, or email sign-ups in a short period of time, which probably falls in the realm of “growth hacking” (and used to just be called “good at bizness”) and understanding the metrics that drive your daily decisions to grow an audience, which more closely resembles growth marketing.

So let’s dive in…

Note: To us, as audience-first, or community-first growth marketers, we have a slightly different take on these terms than others.

When you’re starting a new business, you need to get more people to acknowledge that that business exists.

And that’s how you begin to grow your audience.

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3. What is a North Star Metric? by Sean Ellis

The North Star Metric (NSM) is a powerful concept that has emerged in recent years from Silicon Valley companies with breakout growth. It helps teams move beyond driving fleeting, surface-level growth to instead focus on generating long-term retained customer growth.

The North Star Metric is the single metric that best captures the core value that your product delivers to customers. Optimizing your efforts to grow this metric is key to driving sustainable growth across your full customer base.

Finding Your North Star Metric

Airbnb’s North Star Metric is nights booked. This captures value delivered to both guests and hosts. Facebook’s NSM is Daily Active Users. With more users on the Facebook platform the team is able to optimize everyone’s feed to deliver more value to users.

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4. Reactive Marketing Vs. Proactive Marketing by Catherine Campbell

  1. Reactive marketing.
  2. Proactive marketing.

Many business owners feel as if reactive marketing is a necessary obstacle. They also view proactive marketing as ideal, but out of reach. As sales funnel architects, we can confidently tell you that proactive marketing is not just the preferable alternative. It’s necessary to save you time and investment dollars.

The Danger of Reactive Marketing

Reactive marketing boils down to a fill-in-the-blank strategy. You’d design a sales funnel and solve problems as they happen. This equates to sending a boat out into the ocean knowing that there are holes.

You may not know where those holes are, but you are aware of their existence. While solving a problem is the core of business functionality and profitability, it’s common to forget about your resources.

As someone with very an undoubtedly long to-do list, you have two resources. Time and money. When you repair flaws in your sales pipeline, you lose both of those resources.

Money is renewable. Time is not.

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5. How to Go From 0 to 80000+ Users In Just 6 Months by Sarim Haq

The One Thing:

Right off the bat, the most crucial thing for marketing success is the product itself. Most of the marketing work is already done when you have an amazing product that solves a real problem for the user. We think Paul Graham puts it brilliantly:

“Your biggest competitor is the back button”

The Launch:

After building an awesome product, launch it on popular online communities: Product Hunt, Hackernews and Reddit. Each of those websites are full of techies eager to try out new things. If you can satisfy their appetite for an amazing user experience, they’ll swarm in hordes to become your early adopters.

But a huge number of users isn’t the only perk you get. Those websites boost a tech-savvy community which is strongly opinionated and vocal about its opinions. You’ll get tons of feedback and critique for your product which you can use to make your product even more awesome.

A launch blog post is also important to create initial hype. When writing the post, your goal should be to tell an intriguing story that gets readers hooked. People are drawn to stories and as long as you have a good one to tell, they’ll be happy to lend you their ears / attention.

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6. Facebook Says My Ads Are “Against Their Advertising Policies,” What Should I Do? by Brian Swichkow

Some of your ads aren’t approved because they don’t comply with our Advertising Policies. See why it wasn’t approved, then make changes…

These days, 80–90% of advertising placement approvals/disapprovals are done algorithmically, only the appeals are human (if you can call template responses by Facebook’s interns “human”). While some disapprovals can be successfully appealed with a strategically worded inquiry, those seeking to market what Facebook deems “Prohibited Content” is a different story.

Facebook’s Advertising Policies regarding products and services they define as ‘Prohibited Content’ (Marijuana, Guns, Pornography, etc.) are strict and their enforcement is often ruthless. Just as bootleggers and speakeasies developed thriving businesses during prohibition, you too can capitalize around these restrictions without breaking them.

You don’t need to exploit loopholes, manipulate algorithms, or bribe Facebook employees to overcome these hurdles. (well, you can… but it’s not recommend by me). You just need to ask yourself a single, simple question:

How can my greatest weakness become my greatest strength?

Skirting The Rules

The need for marketing processes that were to be effective within Facebook’s prohibitions first became apparent while developing the traffic strategy for ‘’, a humorous niche affiliate website, which capitalized on the profitable intersection of ‘public interest’ and ‘weak competition’.

In the early days of (circa 2011) the rules were admittedly much different (and easier to skirt), Facebook’s instant disapproval of my first advertising placements prompted the question, “how did their algorithm know my advertisements were marketing Prohibited Content (i.e. marijuana paraphernalia)?” The answer was seemingly simple, many of my headlines included words like ‘vaporizer’ and ‘marijuana’ which were presumably on their blacklist.

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7. Secret Weapon of Email Marketing Segmentation by #1 Name Gender Database

Anyone who says email marketing is dead is obviously not paying attention to the data. And the data shows that email marketing, when done right, can do wonders for your business numbers. Email marketing requires a strategy that takes into consideration various factors which help to personalize the content as much as possible. Segmenting your email campaigns is essential for getting higher click-through rates, which can potentially turn into more conversions.

Stats that Show Characteristics of Males and Females

Reviewing the data behind email opens between men and women, we see there are key differences. These differences can be analyzed and used to improve your campaigns to ensure the highest opens possible.

When it comes to men, the stats reveal that they tend to open their emails the most between 4am and 9am. Women, on the other hand, tend to check their emails throughout the day, between 10am and 9pm. So if your campaigns are targeting both men and women, your best bet would be to send out emails between 8am and 9am.

The data also shows men open their emails more frequently than women. However, women have a time of the day where they open up more emails than men (typically in the morning). Sixty-six percent of women open up the majority of their emails once per day, compared to 57 percent of men. Twenty-two percent of men check and open the majority of their emails twice throughout the day, compared to 19 percent of females, and so on. Overall, men are opening emails more frequently throughout the day.

Mistakes You’re Likely Making in Your Campaigns

There are a lot of misconceptions that have carried over throughout the years that marketers still believe. This is creating unforeseen issues with campaigns, leaving brands wondering why they have low click-through and conversion rates.

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8. How to achieve Scalable Growth 📈 with Growth Hacking & Marketing Automation by Mór Mester

The startup world continues to expand and it seems like companies are popping up daily. With this type of expansion, it’s only natural that there’s sort of a ‘natural selection’. And all of us who dare to hustle in this unforgiving world knows of this: 9 out of 10 startups fail.

But what separates that 1 company who succeeds and other 9 that fails?

Of course, success depends on a number of factors, and one of those factors is scalable growth. Yes, scaleable. Not rapid, fast, quick, exponential or unbelievable but scalable and sustainable growth.

In this cruel and challenging but awesome universe of startups, you’re going to have ups and downs just like in any field of life. And when people think about growth hacking, and marketing for startups I think the main misconception they have is that growth hacking is about quick hacks that will result in rapid growth. And they are not far from the truth but this mindset is shortsighted.

Growth Hacking is about finding a combination of “hacks” that works for you. Growth hacks that have the best possible results for your company in the present and are scalable so you can keep growing without major growth bumps on the way to a sustainable business.

In this article, we’re going to take a look at:

  • What the heck is Growth Hacking?
  • What does scalable growth mean?
  • And how can Marketing Automation help you achieve scalable growth?

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9. How Pokemon Go And A Backlinking Strategy Helped Our Company Strike Gold by Nabeena Mali

Other times in business, gold may just strike a company.

At least that’s what it felt like at AppInstitute in the summer of 2016, when we published a piece of Pokemon-related content on our website that garnered so much response it crashed our servers. OK, when I put it that way it doesn’t sound quite like gold — especially when compared to the billions of dollars Niantic made with their app. But, still. This Pokemon thing was a big deal for us. Maybe a little background would help.

Baby Got Back(links)

In the last couple of years, we’ve been building out the company blog with a focus on the intersection of mobile apps and marketing.

As it turns out, that’s a really busy intersection.

We were investing in the creation of quality, shareable content — and so was everybody else. That’s because we’re all content marketers now: this is what Google demands of us.

I mean, they didn’t literally demand it, but the way their algorithms are set up to assess a site’s relevance to any search makes a content-oriented strategy necessary. SEO and maintaining page ranks isn’t just a matter of having the right keywords on your site. Google also takes into account the number (and kind) of other websites linking back to you to determine your ranking on search results. The more “important” or popular the site is that’s linking back, the greater the weight Google places on that. Think of backlinks as your friends vouching for you: the more esteemed your friends, the more valuable their support.

Also, Google says these links need to be natural. That’s kind of a vague descriptor, but the intent is clear. In the simplest of terms: An unnatural link would be me leaving my URL in the comments section of a Mashable article. A natural link would be a Mashable article that uses my content as a source and links back to it (ahem).

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10. How to Choose the Best Instagram Automation Bot for Your Brand by Chris Tweten

If you’re relying on Instagram automation to grow your brand, give up now.

Or at least consider changing your approach to the platform.

Instagress shut down on 4/20/2017. MassPlanner followed on 5/13/2017. The vast majority of major marketing blogs are announcing the death of Instagram automation as a whole. We’re not convinced. In our article aboutInstagress’ shutdown, we explored this concept. The situation beckons one question. If Instagram were shutting down bots, why wouldn’t they close off their API to all Instagram automation services?

This article is dedicated to everyone who has proven their manual efforts successful. The people that simply don’t have the time to sit around liking and commenting on photos on a daily basis. The people that want to scale up this daily habit to its technical limits. If you don’t fit in this category, start with the basics of Instagram hashtag research. Forget about automation. You aren’t at that phase of growing your brand yet.

When selecting the best Instagram bot for your brand, you need to consider what types of engagement are most important to you. What gets you the best results: liking, commenting, or following? You also have to think about the risk vs reward elements at work here. If automation isn’t handled with complete proper care, you’re putting your Instagram account at risk of a swift ban. But don’t think of it as just an Instagram account, this is your brand we’re talking about. Your business. Treat automation carefully and your manual efforts are amplified.

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The Growth Metric

Every business needs growth, but what constitutes growth? as marketers this is a question we must answer.

Abigail Nwaocha

Written by

Growth Marketing consultant for Startups, Small businesses & Agencies| lover of written art | LGBTQIA

The Growth Metric

Every business needs growth, but what constitutes growth? as marketers this is a question we must answer.

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