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09.08.2022

A 6-Steps Growth Marketing Workflow to Upgrade Your Online Performance

A 6-Steps Growth Marketing Workflow to Upgrade Your Online Performance

In the past, you could launch an ad campaign only by using basic analyses and a few good keywords.

It was essentially a one-search-specialist show. A direct and simple way to sell to a “hot” audience. People searched for air conditioners during summer’s heat waves, you showed text ads, and you got sales.

You didn’t need strategists and creatives. And you were sure of your campaign’s success. On top of that, it was easy to calculate results.

This still works, but it’s not enough anymore.

You can quickly reach all the potential clients (because the number of people searching for air conditioners is limited), but your competitors also fight for them, pushing up the cost of acquisition.

The spike in competition in the face of overheated auctions led to increased CPC and heightened the necessity of diversifying communication channels.


Now, there are many channels (Facebook, Instagram, Google, Amazon, YouTube, and even Pinterest), products, insights, and messages — more data than we can dream of. This makes it easy to drown in an ocean of information and miss the signals through the noise.

For example, social media companies invested a lot in answering the need and becoming relevant to marketers. They have collected their users’ data and learned to target potential clients more precisely — to the point that users sometimes have the impression social media is reading their minds or listening to them.

If you want to sell, you need to think like a startup.

You have to PIVOT your advertising campaigns to find the best solution, including a combination of channel mix, messages, and creative materials for your product or service. It’s not as simple as buying search keywords anymore. It’s more complex now, but it’s also more complex for your competitors. And there is much more space to grow compared with the old approach based on search ads only.

Performance marketing went from linear to multi-dimensional; so did the teams — both in agencies and on the clients’ side.

This calls for a much more structured approach to helping clients upgrade their online marketing performance.


I’m happy to present our Growth Marketing Workflow model, which we at Affectgroup have developed based on our years of experience running successful digital performance campaigns.

The model follows 6 essential steps for growing a business through online channels.

First, you need to determine your objectives and targets, understand your market benchmarks, and get to know your competitor’s playing field. This information will optimize your work and simplify your path to a successful advertising campaign.

#2 — Learning Agenda

In this stage, you develop the hypotheses that you’ll test during the advertising campaign. You try to understand the capacity of your audience and the strength of your potential product messages to select the most effective options.

#3 — Content Creation

At this point, you combine your previously obtained data with all available information, so that the creative team can come up with vivid and effective creatives that are certain to capture your audience’s attention.

#4 — Value-Based Placing

Here, you determine the most cost-efficient and effective channels when attracting your audience. You conduct extensive research through a variety of formats, including A/B testing, targeting, and remarketing.

This is when the truth is revealed, and you discover where, how, and why certain channels will be more effective for your case than others.

#5 — Analytics & Optimization

After the first onset of customers and conversions, there’s often a strong desire to continue using the same instruments that you started with — they worked after all! However, you cannot fall into that clever trap.

To maintain business growth you must continue to investigate your findings.

Only through constant analysis can you competently optimize your channels, preserve your resources, and continue to grow your business.

#6 — Campaign Review

This is the final stage in the cycle. Now you must generate the “big” campaign reports that should support the target goals that were developed in the briefing stage.

At this point, you analyze the results and decide your follow-up strategy.

The best-case scenario is when you achieve strong performance on your initial hypotheses. If so — you use these hypotheses to enter a new cycle and just change and improve your creatives.

However, if the campaign did not result in significant growth, then you either have to develop new hypotheses (step 2) or start fresh and challenge the brief itself (step 1).


Now you know all about our Growth Marketing Workflow model, and how we structure our work cycle.

In the following articles, I’ll discuss each stage in more detail, sharing more of our experience and know-how. Until then, we invite you to share your thoughts on our model and give us your feedback!