Nick

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We will be adding to this guide each month, so feel free to check back or subscribe to our notifications to be kept up to date as we add to it further.
Setting a clear goal
When it comes to writing your strategy we would start by working out what your goal is. What are you trying to derive from your digital activity that will help your business? For some businesses it is online sales or online bookings. For others it is leads, enquiries or phone calls.  There can be more than one goal. However, we would recommend setting goals that can be clearly measured (for example leads generated or sales completed) and making sure that they are strongly linked to the growth of your business. So while the amount of likes generated on Facebook or the number of times a video has been viewed, can be helpful for judging the efficacy of activity it is hard to trace these back to your monthly turnover and therefore the effects that they are having on your business. Some may argue that a lead completed or even an online sale does not directly correlate with growth. However they do have a strong direct impact. Once you have set your goal this can become the cornerstone for evaluating activity going forward. Later in the guide we will teach you how to setup conversion tracking. This will allow you to...
What is the difference between a Growth Strategy and a Marketing Strategy?
Growth Hacking and Growth Marketing are specialisms that were developed out of frustration with the traditional marketing world. Small businesses and startups were tired of paying marketing agencies to promote their products and services only to see no quantifiable results often after significant financial outlay. Growth hackers approach the problem of marketing differently, looking for quick wins that exploit flaws in the way that social media and other digital platforms (such as Google) work in order to gain visibility and conversions for companies that would otherwise cost them orders of magnitude more. Growth marketers carried on in this tradition, focusing on optimising the return on investment that was being gained from marketing activities rather than spending time and money on unmeasurable or ineffective activity. With a growth strategy we want everything to be tied back to its effect on growing the business. Yes brand awareness and engagement are important but above all else we want to do things that are going to have a measurable effect on your bottom line by achieving the goals that we set out. This also affects the way that we approach campaign roll out. Although the rewards of running a multichannel campaign maybe be higher,...
How up to date is it?
This guide was created to help small business owners setup or improve their digital profile in order to grow their business. Given the sections on local search, businesses with a physical location are likely to benefit from this more than those without. However if you run or are part of a business without a physical location it will still be very helpful for you. When we started writing this guide we hand in mind businesses that have between 2 and 15 full or part time members of staff. [highlight]In all cases we are assuming that the companies are looking to grow organically without a huge amount of upfront investment and that therefore hiring agencies or building out a large marketing team is just simply not an option.[/highlight] Some examples might include: • An art gallery looking to generate sales and enquiries.• An accountancy firm looking to find new customers.• An escape room looking to generate online bookings The guide tries to explain all the technical elements of the process as clearly and as simply as possible, that being said an interest in tech and digital is helpful and a basic understanding of how websites work (most importantly your website) will...
Why does this guide not cover branding and website design?
When we first start working with clients, often the first thing that we do is work on defining their proposition and brand and then building their website. However this guide specifically avoids talking a lot about this process. This is because there is a huge amount of variation in the process and requirements when approaching these elements. Different companies need their website to do completely different things and defining a companies proposition and brand is a creative process that is more art than science, we might come back to talk about these elements in more detail at a later date but for now we wanted to focus on the nuts and bolts of setting up a digital presence and starting to connect with your customers online. 
Who is this guide for?
This guide was created to help small business owners setup or improve their digital profile in order to grow their business. Given the sections on local search, businesses with a physical location are likely to benefit from this more than those without. However if you run or are part of a business without a physical location it will still be very helpful for you. When we started writing this guide we hand in mind businesses that have between 2 and 15 full or part time members of staff. [highlight]In all cases we are assuming that the companies are looking to grow organically without a huge amount of upfront investment and that therefore hiring agencies or building out a large marketing team is just simply not an option.[/highlight] Some examples might include: • An art gallery looking to generate sales and enquiries.• An accountancy firm looking to find new customers.• An escape room looking to generate online bookings The guide tries to explain all the technical elements of the process as clearly and as simply as possible, that being said an interest in tech and digital is helpful and a basic understanding of how websites work (most importantly your website) will...
Who are we and why did we write this guide?
Zephyr is a digital growth agency. We help small businesses and startups transform their businesses digitally, defining their digital profile, connecting with their customers online and in doing so creating digital marketing funnels that can power their business.  We wrote this guide because we wanted to share our knowledge of how to grow small businesses with small businesses across the UK and beyond. We wanted to allow all those who don’t have the funds or inclination to employ an agency to still be able to set up the basics of their digital profile and to compete against bigger, better resourced competitors. That being said, if you are interested in us doing the heavy lifting and helping you digitally transform your business then please do not hesitate to get in contact. While we have tried to make the guide as detailed as possible, it only covers a fraction of the strategies that our team can carry out.