Growth Marketing

Growth Marketing

Full growth and acquisition toolkit. Replaces: ad-creative, paid-ads, social-content, launch-strategy, email-sequence, lead-magnets, referral-program, competitor-alternatives.

Trigger

Any growth, acquisition, or marketing execution request: ads, launches, email, social, referrals, lead gen, organic content.

Ad Creative & Paid Ads

Ad Copy Formula (AIDA)

Attention → Interest → Desire → Action

Facebook/Instagram Ad Hooks (first 3 seconds)

• Pain hook: "Tired of [frustration]?"
• Result hook: "How I [achieved outcome] in [timeframe]"
• Curiosity hook: "The [industry] secret nobody talks about"
• Social proof hook: "[X] people are already doing this"
• Contrarian hook: "Stop [common advice] — do this instead"

Ad Copy Structure

Hook (1 line — stop the scroll)
Problem acknowledgment (2-3 lines)
Solution teaser (1-2 lines)
Proof / credibility (1-2 lines)
CTA (1 line — specific action)

Creative Formats by Objective

Campaign Structure

• Campaign level: Objective (Conversions, Traffic, Awareness)
• Ad Set level: Audience (1 audience per ad set for clean data)
• Ad level: 3-5 creative variations per ad set
• Budget: Start 5x target CPA per day minimum

Audience Hierarchy

1. Retargeting (website visitors, video viewers, engagers)
2. Lookalike from buyers (1-3%)
3. Lookalike from email list
4. Interest-based (broadest, lowest intent)

Social Content

Content Pillars Framework

Balance across 4 types:

1. Educational (40%): Teach something useful → builds authority
2. Proof (25%): Case studies, results, testimonials → builds trust
3. Story (20%): Behind-the-scenes, founder story, journey → builds connection
4. Promotional (15%): Product, offer, CTA → drives action

Platform-Specific Formats

LinkedIn (B2B, professional):

• Hook line (no "I'm excited to announce")
• Short paragraphs, no walls of text
• Specific numbers over vague claims
• Provocative opinion > safe observation
• End with a question to drive comments

Twitter/X (thought leadership):

• Thread format for depth (hook tweet → 5-10 insight tweets → CTA)
• Bold contrarian takes perform well
• Quote others generously
• Real-time reactions to industry news

Instagram (visual brand):

• Carousel: "X things about Y" performs best
• Reels: Hook in frame 1, value in 5-15s
• Stories: Poll/question → direct reply → relationship

TikTok/Reels (reach):

• Native-looking content over polished ads
• Trending sounds + educational overlay
• "Did you know" / "POV" formats

Content Calendar Structure (weekly)

• Mon: Educational post
• Wed: Proof/case study
• Fri: Story/behind-the-scenes
• Daily: Comments and engagement (30 min)

Product Launch Strategy

Pre-Launch (4-6 weeks before)

• Week 1-2: Build waitlist/interest list with lead magnet
• Week 3-4: Teaser content, behind-the-scenes, countdown
• Week 5: Early access / beta invite to list
• Week 6: Launch day prep (emails queued, ads ready, support ready)

Launch Sequence

Day 0: Launch email to full list + social announcement Day 1: Press/media outreach, Product Hunt if applicable Day 3: "Early results" social proof update Day 5: Limited-time offer framing (if applicable) Day 7: Last-chance email + urgency close

Launch Email Sequence

1. Announcement email: What it is, who it's for, one clear CTA
2. Value email (Day 2): Go deep on one benefit, testimonial
3. Objection email (Day 4): Address top 3 concerns directly
4. Social proof email (Day 5): Customer results, case study
5. Urgency email (Day 6): Last day, specific reason for deadline
6. Close email (Day 7): Final CTA, what they'll miss

Email Sequences

Welcome Sequence (new subscriber → buyer)

Email 1 (instant): Welcome + deliver promised lead magnet Email 2 (Day 1): Your story / why you do this Email 3 (Day 3): Most valuable insight/tip Email 4 (Day 5): Case study / social proof Email 5 (Day 7): Soft offer / product intro Email 6 (Day 10): Address objections Email 7 (Day 12): Direct offer with deadline

Nurture Email Formula

• Subject: Curiosity gap ("The mistake costing you X") or specific benefit ("How to Y in Z days")
• Preview text: Extends the subject line hook
• Body: Story → lesson → CTA
• Length: 150-300 words for nurture, 500+ for sales emails

Subject Line Formulas

• Numbers: "5 ways to [outcome]"
• Question: "Are you making this mistake?"
• How-to: "How [customer name] got [result]"
• Warning: "Don't do X until you read this"
• Specificity: "The 17-minute fix for [problem]"

Lead Magnets

Lead Magnet Types by Conversion Rate

1. Quiz/Assessment (highest): "Find out your [score/type]"
2. Template/Swipe file: Ready-to-use, immediate value
3. Checklist: Simple, fast to consume
4. Mini-course: Higher commitment, higher qualification
5. Report/Research: Authority-builder for B2B
6. Free tool/calculator: Sticky, bookmarkable

Lead Magnet Design Principles

• Specific: "Email subject line swipe file for SaaS" > "Marketing templates"
• Immediate value: Delivers a quick win, not just information
• Connected to paid offer: The problem it solves → your product solves the next problem
• Easy to consume: Under 10 minutes or immediately actionable

Landing Page for Lead Magnet

• Headline: Specific outcome ("Get 47 email subject lines that averaged 52% open rate")
• Bullets: 3-5 specific things they'll get/learn
• Proof: Who it's worked for
• Form: Email only (+ first name if personalization needed)
• No nav, no distractions

Referral Programs

Referral Program Design

Double-sided: Both referrer and referee get reward (highest participation) One-sided: Only referrer gets reward (lower cost, lower participation)

Reward Types by Goal

Activation Strategy

• Trigger moment: Ask for referral right after aha moment (not at signup)
• Make it easy: Pre-written copy, shareable link, one-click social share
• Show progress: "You've referred 2/5 people — 3 more for your reward"
• Remind: Email series for unused referral links

Referral Mechanics

1. Unique shareable link per user
2. Cookie + email tracking for attribution
3. Reward delivery: automatic vs. manual approval
4. Dashboard: track referrals, pending rewards, earned rewards

Competitor Alternative Pages

"Best [Competitor] Alternatives" Page Strategy

Target: "best [competitor] alternatives" / "[competitor] vs [your product]" keywords

Page Structure

1. Intro: Why people look for alternatives (acknowledge competitor's strengths)
2. Comparison table: You vs. top 3-5 alternatives on key criteria
3. Your product section: Lead with your unique strength vs. competitor
4. When to choose each: Honest positioning (builds trust)
5. CTA: Start free trial / See pricing

Positioning Rules

• Never trash competitors (looks defensive, hurts trust)
• Acknowledge what competitor does well
• Position on differentiation, not feature parity
• Target competitor's #1 weakness as your #1 strength

Output Format

For ad copy: hook variations + full ad + audience recommendation For launches: full sequence with dates and copy For lead magnets: concept + landing page copy + delivery sequence

Related Skills

• analytics-tracking — growth metrics
• ab-test-setup — growth experiments
• referral-program — viral growth

GitNexus Index

This skill is indexed by GitNexus for knowledge graph traversal. Index path: /Users/localuser/.claude/skills/growth-marketing/.gitnexus Last indexed: 2026-05-23