Mastering Growth Marketing: In Conversation with Sindhu Biswal
Sindhu Biswal is a multi-talented professional who has excelled in diverse fields. From aspiring astronaut to songwriter and now a marketing expert, his journey reflects his passion and determination. With notable contributions to companies like Paytm Insider, Better Half, Filter Copy to name a few, he is highly skilled in marketing, growth strategies, and business development. As a growth marketer, he is helping businesses achieve their objectives. Slndhu is also a sought-after speaker, mentor, and accomplished digital marketer known for delivering exceptional results.
Can you tell us about your background and how you got started in digital marketing?
I am a digital marketer who has led growth and digital marketing at FilterCopy, Dice Media, Betterhalf, and Paytm Insider. During the final years of MBA, I participated in the Google Online Marketing Challenge (GOMC) and was exposed to Google Search Ads. I fell in love with the craft, and that was my first introduction to the field of digital marketing.
How do you define growth marketing and what role does it play in your digital marketing strategy?
In simple words, growth marketing encompasses acquisition, activation, retention, referrals, and monetization. Growth marketers have a hacky mindset, are entrepreneurial, and challenge existing playbooks. It’s not just about acquiring more users but focusing on users who actively engage with your app, become paid users, and refer others. These are the key performance indicators (KPIs) for a growth marketer.
Would you like to share an example of a successful growth marketing campaign you’ve executed in the past?
There are 12 successful ones but my favorite campaign was the Roshan Joshi Typo campaign. While sending a push notification with the copy “Rohan Joshi is LIVE now. Tap to play,” However, I sent “Roshan Joshi is LIVE now” instead. I decided to repeat one typo every week, resulting in variations like Trojan Joshi, Mohan Joshi, Jogan Joshi. People started taking screenshots, and my push notification click rates increased. This campaign taught me that any retention channel can be turned into an awareness channel by thinking outside the box and challenging conventional strategies.
How do you stay up-to-date on the latest trends and best practices in digital marketing?
Most of my marketing ideas come from reading books and articles unrelated to marketing, such as psychology and philosophy. I read newsletters and follow Twitter threads from knowledgeable individuals to stay updated on the latest trends and best practices.
In your opinion, how has the advertising industry adapted to recent developments in AI and ChatGPT?
Currently, most ad copywriters and performance marketers are leveraging it to assist with ideation, writing ad descriptions, email copies, and more. It is a valuable tool to generate ideas and overcome creative blocks.
What advice do you have for young professionals who want to pursue a career in digital marketing?
My advice is to challenge existing playbooks, nurture creativity, and become skilled copywriters regardless of your specialization in marketing. Good copywriting is a fundamental skill that can set you apart in the digital marketing field.