growth-marketing

---
name: growth-marketing
description: Full growth marketing toolkit — ad copy and creative, paid campaigns, social content, product launches, email sequences, lead magnets, referral programs, and competitor SEO pages.
version: 1.0.0
---

# 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
| Objective | Best Format |
|-----------|-------------|
| Awareness | Short video (6-15s), bold static |
| Consideration | Carousel, demo video (30-60s) |
| Conversion | Single image with strong CTA, testimonial quote card |
| Retargeting | Dynamic product, specific objection handling |

### 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
| Goal | Best Reward |
|------|-------------|
| Virality | Cash or credits (vs. swag) |
| Brand alignment | Product discounts or upgrades |
| B2B | Features/seats, not cash |
| Marketplace | Credits/balance |

### 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