Welcome!

When you joined Growth Marketing Pros, we promised you one thing: Curated tips that (actually) help you grow. So here they are. 🚀

In case you missed it, Growth Marketing Pros has merged with Solveo Insights, and is now called Growth Insights! We’re still bringing you the same great tips and strategies, just with a new name that reflects the best of both worlds: quick, actionable growth tips and deeper strategic insights.

By the way, here's a link you can copy-paste to invite your colleagues to our Slack community:

Without further do, let's get started.

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Tip: Get more customers to purchase annual plans by reframing how you offer the discount

Source: Growth Bites

Optimizing for annual plans can increase cash flow and decrease churn. To get more customers signing up for annual plans, ask them to choose which discount they want.

With a minor reframe of his checkout flow, Manuel Frigerio of ReferralHero increased the percentage of customers purchasing long-term plans from 4.8% to 19%. He had already been offering discounts for annual and bi-annual plans. So he maintained these but started asking new users to "Choose your own discount" on the checkout page instead of simply giving them each plan’s price. Each option stated the discount percentage, price per month, and how often they'd be charged. Unsurprisingly, people wanted the highest discount possible, so Manuel got more long-term plans. And that means more cash flow and less churn for his business.

What's trending?

Growth talks with Meryoli Arias, former Head of Social at Apollo: From 1 million impressions to 100K followers

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So, so excited to have Meryoli Arias in our Growth Talks today! Meryoli is a social media expert with over 12 years of experience in helping brands share their stories and grow their business.

She’s worked with companies like Apollo.io and Chili Piper, driving impressive growth and engagement.

At Chili Piper, she made serious waves, racking up 1.5 million TikTok views, sourcing 7.5K applications with short video content, and boosting the company’s social following to 65K. She also hit 1 million organic impressions in a month and played a key role in Chili Piper being named one of LinkedIn’s Top 50 US Startups in 2022!

But her success didn’t stop there. Meryoli took her skills to Apollo.io, where she didn’t just grow their social media—she blew it up (in a good way, of course)! In just 15 months, she boosted their social presence by 500%, achieved a staggering 1200% increase in organic impressions, and built a thriving community of over 100,000 followers. (yup, we already know you’d love to meet her)

In this chat, we’ll explore her experiences, hear about the challenges she’s faced, and get her take on what really makes social media growth and community management click.

How do you decide which platforms to prioritize for your growth strategies, and how do you adapt your approach for each platform while keeping a consistent brand voice?

“You need to be in the platform where your audiences spend their time. Finding which ones is an exercise of doing some social listening and seeing if the conversation around products like yours is happening, how frequently, and in which format. After that, you need to understand that every platform has a tone and a mood, you don’t go into LinkedIn with the same mindset you go to TikTok.”

Building a community takes time and effort. What tactics have worked best for you in creating and maintaining a loyal online audience?

“I know most people hate this one, but consistency and lots of testing and updating the strategy, to keep up with algorithm changes, and create messages that appeal your audience.”

Read the full interview below 👇

Win people's trust with imperfection

Source: Demand Curve

Humans are funny.

We tend to prefer things (and people) that aren't perfect.

In a study by Professor Jo Sylvester at Swansea University, candidates who highlighted a weakness during an interview were more likely to be hired than those who didn't.

This is because it makes the person seem more genuine and believable. They were willing to show weakness, making it seem more likely that they were telling the truth about their strengths.

Phil Agnew decided to put this to the test for his podcast. He did two Reddit ad variations:

One highlighted the benefits of listening to his podcast.

The other very tongue-in-cheek highlighted the downsides of listening to his podcasts.

As you can see this led to a 4x higher clickthrough rate (and therefore a 4x cheaper CPC).

Note that Phil didn't follow the Pratfall to the full spirit, as he actually didn't talk down his podcast. Instead, he framed the benefits as negatives. Which highlighted playfulness and likely got people's attention.

So resist the urge to talk about how amazing you are all the time, and instead be playful and poke fun at yourself sometimes.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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