test Business Growth Ideas

Action Plan for Selling More of IMPACT Product to IMPACT Buyer

Action Plan for Selling More of IMPACT Product to IMPACT Buyer


The following action plan is designed to help test sell more of their impact product, test, to their impact buyer, test. The plan includes seven sections that cover different aspects of the marketing strategy, including IMPACT offering, prospect persona, viral content ideas, conversion ideas, channel selection, SEO keywords, and social media opportunities.

IMPACT Offering

The IMPACT offering refers to the key features and benefits of the product that are likely to attract the target audience. In the case of test, the IMPACT offering could be:

  • Interest: A unique and innovative product that solves a common problem in the industry.
  • Margin: A high-margin product that offers significant value to the customer.
  • Potential: A scalable product that can be customized to meet the specific needs of the customer.
  • Attract: A visually appealing product that is easy to use and understand.
  • Competition: A product that stands out from the competition and offers a unique value proposition.
  • Tenure: A product that has a long-term impact on the customer’s business and helps them achieve their goals.

IMPACT Prospect Persona

The IMPACT prospect persona is a fictional representation of the ideal customer for the product. In the case of test, the persona could be:

  • Name: John
  • Age: 35
  • Gender: Male
  • Occupation: Marketing Manager
  • Industry: Technology
  • Needs: A solution that helps them improve their marketing ROI and achieve their business goals.
  • Challenges: Limited budget, lack of resources, and competition from other companies in the industry.

5 Unique Viral Content Ideas

Viral content is content that is highly shareable and has the potential to reach a large audience. Here are five unique viral content ideas for test:

  1. Interactive Infographics: Create interactive infographics that allow users to explore the features and benefits of the product in a fun and engaging way.
  2. Video Testimonials: Create video testimonials featuring satisfied customers who have achieved significant results with the product.
  3. Industry Reports: Publish industry reports that highlight the key trends and challenges in the industry and position the product as a solution.
  4. Expert Interviews: Conduct interviews with industry experts and thought leaders and share their insights on how the product can help businesses succeed.
  5. Contests and Giveaways: Run contests and giveaways on social media platforms and encourage users to share the product with their friends and followers.

5 Innovative Conversion Ideas

Conversion ideas are strategies that help convert prospects into customers. Here are five innovative conversion ideas for test:

  1. Free Trials: Offer a free trial of the product to potential customers and encourage them to sign up for a paid subscription.
  2. Personalized Demos: Offer personalized demos of the product to potential customers and show them how it can help them achieve their specific goals.
  3. Live Chat: Offer live chat support to potential customers and answer their questions in real-time.
  4. Exit Intent Pop-ups: Use exit intent pop-ups to offer a discount or special offer to potential customers who are about to leave the website.
  5. Social Proof: Use social proof, such as customer reviews and testimonials, to build trust and credibility with potential customers.

Channel Selection with Examples

Channel selection refers to the different marketing channels that can be used to reach the target audience. Here are some examples of channels that could be used for test:

  • Social Media: Use social media platforms, such as Facebook, Twitter, and LinkedIn, to share content, engage with potential customers, and promote the product.
  • Search Engine Optimization: Optimize the website for search engines and use targeted keywords to attract organic traffic.
  • Email Marketing: Use email marketing to reach potential customers directly and promote the product through newsletters, product updates, and special offers.
  • Content Marketing: Create high-quality content, such as blog posts, whitepapers, and case studies, that positions the product as a solution to the customer’s needs.
  • Pay-Per-Click Advertising: Use pay-per-click advertising, such as Google AdWords and Facebook Ads, to target potential customers with highly relevant ads.

5-10 SEO Keywords + Content & Link Building Ideas

SEO keywords are the search terms that potential customers use to find products or services online. Here are 5-10 SEO keywords for test:

  • impact product
  • impact buyer
  • impact marketing
  • impact strategy
  • impact results

Content and link building ideas for test could include:

  • Create high-quality blog posts that target the SEO keywords and provide valuable information to potential customers.
  • Guest post on industry blogs and include links back to the test website.
  • Create valuable resources, such as whitepapers and case studies, that can be shared on social media and other channels.
  • Collaborate with industry influencers and thought leaders to create content and promote the product.
  • Create a resource center on the test website that provides valuable information and resources to potential customers.

Unique Social Media Opportunities

Social media provides a unique opportunity to engage with potential customers and build relationships. Here are some unique social media opportunities for test:

  • Twitter Chats: Host Twitter chats on industry-related topics and invite potential customers to participate.
  • Facebook Groups: Create a Facebook group for customers and potential customers to connect and share ideas.
  • LinkedIn Groups: Join LinkedIn groups related to the industry and participate in discussions to build relationships with potential customers.
  • Instagram Stories: Use Instagram Stories to showcase the product and share behind-the-scenes content with potential customers.
  • YouTube Videos: Create YouTube videos that showcase the product and provide valuable information to potential customers.

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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.


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.


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.


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.


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.