Creating a Digital Growth Strategy
Step 2: Defining Your Audience
Defining your audience may from some companies be a relatively easy process however for startups or businesses that have not been operating for a long time it can be incredibly difficult. In fact, in some cases, it can be one of the most important things that a startup or small business decides not to do. I have seen countless companies spend years building products and running general marketing activity without having a clear sense of who their ideal customer is. On the other hand for some small businesses, defining your audience might seem very simple. If you are a bricks and mortar business that is located in a specific part of the UK you might feel your potential audience is in part clearly defined by the people that you have in your close geographic area. However, this is a simplistic definition of your audience for most businesses. Unless you are selling an everyday commodity like vegetables or soft drinks that most people have the money to purchase at any point in time, income, age, interests, skills and a hundred other data points are going to have an impact on how much someone wants your product or service and as a...
Step 1: 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...
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,...