John Doe Business Growth Ideas




Action Plan for John Doe

Action Plan for John Doe – Selling More of Impact Product to Impact Buyer

Introduction

John Doe is looking to sell more of their impact product to their impact buyer. In order to do so, we will use the ProfitPaths® Methodology to create a tailored, individual campaign. This campaign will focus on the IMPACT acronym – Interest, Margin, Potential, Attract, Competition, Tenure – and will include the following seven sections:

IMPACT Offering

For John Doe’s impact product, we will focus on the following:

  • Interest: The product should be interesting and unique to attract potential buyers.
  • Margin: The product should have a high profit margin to ensure profitability for John Doe.
  • Potential: The product should have potential for growth and scalability in the future.
  • Attract: The product should attract the target audience and meet their needs.
  • Competition: The product should stand out from competitors and offer something different.
  • Tenure: The product should have longevity and be sustainable in the market.

IMPACT Prospect Persona

Our IMPACT Prospect persona is a young professional, aged 25-35, who is environmentally conscious and interested in sustainable living. They are willing to pay a premium for eco-friendly products and are active on social media.

5 Unique Viral Content Ideas

  • Impact Challenge: Encourage customers to share their sustainable lifestyle changes on social media using a branded hashtag.
  • Impact Stories: Share stories of customers who have successfully incorporated the impact product into their sustainable lifestyle.
  • Impact Tips: Share tips and tricks for sustainable living, incorporating the impact product where applicable.
  • Impact Infographics: Create visually appealing infographics that showcase the impact product’s sustainable features and benefits.
  • Impact Quiz: Create a quiz that helps customers determine their eco-friendly habits and provides personalized recommendations, including the impact product.

5 Innovative Conversion Ideas

  • Free Trial: Offer a free trial of the impact product to encourage customers to try it out.
  • Bundling: Bundle the impact product with other sustainable products to increase its perceived value.
  • Referral Program: Offer discounts or rewards to customers who refer friends to purchase the impact product.
  • Limited Time Offer: Create a sense of urgency by offering a limited time discount on the impact product.
  • Personalized Recommendations: Use customer data to provide personalized recommendations for the impact product based on their sustainable lifestyle habits.

Channel Selection with Examples

We will focus on the following channels to reach our target audience:

  • Social Media: Facebook, Instagram, Twitter
  • Email Marketing: Monthly newsletter with sustainability tips and product updates
  • Influencer Marketing: Partner with sustainable living influencers to promote the impact product

5-10 SEO Keywords + Content & Link Building Ideas

Our SEO keywords will focus on sustainable living and eco-friendly products. Content and link building ideas include:

  • Blog Posts: Write blog posts on sustainable living tips and the benefits of eco-friendly products, including the impact product.
  • Guest Blogging: Write guest blog posts on other sustainable living websites to increase backlinks and drive traffic to John Doe’s website.
  • Product Reviews: Encourage customers to leave product reviews on John Doe’s website and other review websites.
  • Infographics: Create visually appealing infographics that showcase the impact product’s sustainable features and benefits.
  • Local SEO: Optimize John Doe’s website for local search terms to attract customers in the surrounding area.

Unique Social Media Opportunities

Our unique social media opportunities include:

  • Live Q&A: Host a live Q&A session on social media to answer customer questions about the impact product and sustainable living.
  • User-Generated Content: Encourage customers to share their sustainable lifestyle changes on social media using a branded hashtag, and share the best posts on John Doe’s social media accounts.
  • Contests: Host a contest on social media where customers can win the impact product or other sustainable products.


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The Old vs the new

Business Growth Strategies

Old Business Growth Strategies – The Marketing Team Concept

Whether a business has ten employees or ten thousand, its separate departments or divisions dictate how day-to-day business functions. When looking at profitability and growth, the focus is often the marketing department. This team holds ultimate responsibility for branding and promoting the business and its services.

Odds are, your marketing team receives a product or service concept from the design or engineering department with very little background. Their task is to promote your product or service and bundle it up in a package that the sales team can work with.

Today’s concept of the marketing team puts your product or service on a conveyor belt through each of your company’s departments. Each department receives a turn but only interacts during the hand-off. This approach to marketing teams compartmentalizes each department, breaking down the processes that create the most opportunity for growth.

The Old Way of Going to Market

The Growth Team Concept

On the surface, it might seem apparent that the marketing department and customer service department have nothing in common. One deals with promoting your business and streamlining advertising and branding. The other handles incoming business and diverts it as necessary.

However, the new growth team concept takes into consideration the commonalities between the two departments and creates ways for each to benefit the other. Letting customer service staff in on some marketing secrets helps them develop a better angle from which to approach guests. Feedback from customer service personnel can help the marketing team tailor their campaigns and zero in on specific target markets.

In the old model, marketing and customer service were steps away from one another, and likely never interacted at all. This is also true of other teams which would benefit from more overlap, including tech support, sales, and even product designers.

The marketing team concept sequesters those brilliant marketing minds away from other influential forces within your business. With each department focusing on its own role at each product stage, no one is looking at the bigger picture and considering how to best meet company needs.

What’s in a Growth Team

Involving all departments throughout the product or service development process is vital to growth. Rather than separate departments focusing on their own goals, a growth team brings all those collaborators together.

Letting each department exert its own influence allows for changes to product or service design, preventing failures due to not only engineering issues but also customer preferences. While each department has a specific contribution to the end product, bringing them all together breaks down barriers in the creative process.

Based on company consultations, here are a few key points to consider about each respective department within your organization and their strengths in a modern growth team strategy.

  • Leadership– As the main decision-makers in your organization that start the ball rolling when it comes to designing new products or rolling out new services, leaders also need to listen for feedback that can impact the success of new or existing products.
  • Engineering– When preliminary plans become a reality, engineering teams may prefer to sacrifice function for form. Marketing, sales, and tech influences can keep product development moving forward.
  • Marketing– This team’s responsibilities lie in generating leads and creating a cohesive branding package for your organization and its products, but true feedback comes from support personnel who hear directly from customers.
  • Sales– Proffering the product with its complete marketing package to customers and sealing the deal isn’t always straightforward. Sales staff need to understand the product and its nuances to promote it to customers better.
  • Tech– Tech’s responsibilities are more than resolving email glitch issues. They can have valuable input that pertains to the function of processes and products, plus connectivity solutions that make a product a referral source.
  • Support– As the main point of contact with the customer, the support or service department has the unique ability to direct customer feedback along the appropriate channels. Ensuring that those channels receive the feedback is a huge challenge in the current marketing team structure.
New Business Growth Team

How to Create a Growth Team

Keeping an open mind is the first step in creating a functional growth team that sends your profits soaring. Unconventional solutions can come from unexpected places, but hopefully, those places are your company’s department teams.

Establishing a collaborative round-table type setting where all departments have representation alters the assembly-line structure that the old marketing team was part of. Rather than piecing things together as the product concept moves along, the original concept takes on adjustments in its beginning stages.

Growth teams follow a five-stage process that groups multiple departments based on the product and customer needs at each stage. These recommendations aim to keep the right people in the know for optimal outcomes in both earning leads and closing sales.

Product/Service Design

In the initial design stages, all departments (leadership, engineering, marketing, sales, tech, and support) need to have a voice. This can avoid major errors that lead to stunted sales and complete marketing flops. Each department offers its unique perspective of the product in question and improves on it before it reaches the customer.

Awareness

Generating awareness for a product or service is a task that’s not just for the marketing team anymore. Sales and tech departments can also lend their expertise on how best to showcase products for lead generation.

Combining ad analytics with online sales support, for example, helps address defined customer groups. Integrating social media allows companies new ways to perform outreach and capture leads. Without tech and sales, marketing is aiming into a void and hoping to hit the right target.

Nurturing

The next step in generating customer interest and nudging them closer to a purchasing decision depends on the abilities of the marketing, sales, and tech teams. Feedback at this stage allows for adjustments to the marketing pitch that the team uses and the technology that generates feedback.

Tech personnel can utilize website analytics to suggest changes to marketing techniques based on client interest (or disinterest), allowing your company to modify its approach on the fly rather than after months of failure to close on a sale.

Acquisition

The moment of sale requires more than sales staff who have a way with words. Part of selling effectively involves understanding what the organization is selling, and what problems and challenges arise after the sale. Sales, marketing, support, and tech staff must communicate to decipher whether customers are satisfied or not, and why.

While sales staff might consider a successful sale a job well done, the tech department’s data and the support staff’s feedback may tell a different story. Considering all these viewpoints gives a well-rounded look at what’s happening after the sale. Plus, when a product or service itself serves as a referral source, the true measure of the product may lie in its analytics after the fact.

Support

All businesses strive to improve their processes, services, and products. The ideal way to begin this improvement is through accepting customer feedback and acting on it. This demands that support, engineering, marketing, and sales reconvene to hash out any remaining issues.

For example, support can transmit feedback to engineering, who can then make improvements to the product to customer specifications.

The Bottom Line

The modern business growth strategy concept is an adaptive approach to teamwork and department integration regardless of your industry. Transitioning to this feedback-loop strategy not only unites your company’s separate divisions into one team, but it also stands to boost your profits over time. There is some great info at Growth Hackers as well.

Here is a video that breaks this whole thing down.