test Business Growth Ideas

ProfitPaths® is an innovative marketing approach we utilize, aimed at amplifying the growth and success of your business. Rather than focusing on company-wide marketing, we devise tailored, individual campaigns that are designed to yield the highest profits, secure the most valuable lifetime clients, and deliver substantial impacts on your company. These impacts are carefully aligned with your company’s overarching objectives.

We’d love to talk with you about these ideas and more. Simply send an email to hello@conklinmedia.com or reply to the email we sent you and we can chat!

Test Action Plan

Test Action Plan: Selling More of the Impact Product to the Impact Buyer


This 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 marketing and sales strategies, such as viral content ideas, innovative conversion ideas, channel selection, SEO keywords, and social media opportunities. The plan is based on the ProfitPaths® Methodology, which aims to amplify the growth and success of the user’s business by tailoring individual campaigns to yield the highest profits and secure the most valuable lifetime clients.

IMPACT Offering

The IMPACT acronym is used to justify the importance of the offering:

  • Interest: The impact product, test, is designed to address a specific problem or need that the impact buyer, test, has expressed interest in solving.
  • Margin: The profit margin for the impact product is high enough to justify the investment in marketing and sales efforts.
  • Potential: The impact product has the potential to provide significant benefits and value to the impact buyer, test, and their target audience.
  • Attract: The impact product is unique and compelling enough to attract the attention and interest of the impact buyer, test, and their target audience.
  • Competition: The impact product has a competitive advantage over similar products or solutions in the market.
  • Tenure: The impact product has the potential for long-term success and growth, with opportunities for future development and expansion.

IMPACT Prospect Persona

The IMPACT Prospect is a persona created to represent the ideal target audience for the impact product:

  • Name: John
  • Age: 35
  • Occupation: Marketing Manager
  • Interests: Digital marketing, social media, content creation, lead generation
  • Challenges: Limited budget, lack of time, difficulty in measuring ROI
  • Goals: Increase website traffic, generate more leads, improve conversion rates
  • Values: Innovation, efficiency, cost-effectiveness, measurable results

5 Unique Viral Content Ideas

  • Title: “10 Proven Strategies for Boosting Your Website Traffic”
  • Description: A comprehensive guide that provides practical tips and insights on how to increase website traffic and attract more qualified leads. The guide includes case studies, expert advice, and actionable steps that can be easily implemented.

  • Title: “The Ultimate Guide to Social Media Marketing”
  • Description: A comprehensive guide that covers all aspects of social media marketing, including platform selection, content creation, engagement strategies, and analytics. The guide includes examples, best practices, and tools to help marketers achieve their social media goals.

  • Title: “5 Creative Ways to Generate More Leads”
  • Description: A collection of innovative lead generation ideas that go beyond traditional methods. The ideas include gamification, interactive content, referral programs, and influencer marketing. The guide also includes case studies and success stories.

  • Title: “The Power of Video Marketing”
  • Description: A guide that explores the benefits and potential of video marketing, including how-to tips, best practices, and case studies. The guide also includes a step-by-step guide on how to create effective video content and measure its impact.

  • Title: “The Psychology of Conversion”
  • Description: A guide that delves into the psychological factors that influence conversion rates, including social proof, scarcity, urgency, and cognitive biases. The guide includes examples, case studies, and actionable tips on how to apply these principles to improve conversion rates.

5 Innovative Conversion Ideas

  • Title: “Free Trial with Personalized Coaching”
  • Description: Offer a free trial of the impact product, test, with personalized coaching and support to help the impact buyer, test, achieve their goals and see the value of the product firsthand.

  • Title: “Interactive Demo with Gamification”
  • Description: Create an interactive demo of the impact product, test, that incorporates gamification elements to make the experience more engaging and memorable for the impact buyer, test.

  • Title: “Limited-Time Offer with Scarcity Tactics”
  • Description: Offer a limited-time discount or bonus to create a sense of urgency and scarcity for the impact buyer, test, and encourage them to take action before the offer expires.

  • Title: “Referral Program with Incentives”
  • Description: Create a referral program that rewards the impact buyer, test, for referring their friends and colleagues to the impact product, test, with discounts, bonuses, or other incentives.

  • Title: “Personalized Onboarding with Customized Roadmap”
  • Description: Provide personalized onboarding and training for the impact buyer, test, with a customized roadmap that outlines their specific goals and objectives, and how the impact product, test, can help them achieve those goals.

Channel Selection with Examples

  • Content Marketing: Create and distribute high-quality content that educates, informs, and engages the impact buyer, test, and their target audience. Examples include blog posts, whitepapers, case studies, and infographics.
  • Email Marketing: Use email campaigns to nurture leads, promote offers, and provide value-added content to the impact buyer, test. Examples include newsletters, promotional emails, and drip campaigns.
  • Social Media Marketing: Use social media platforms to reach and engage with the impact buyer, test, and their target audience. Examples include organic posts, paid advertising, and influencer partnerships.
  • Search Engine Optimization: Optimize the impact product website and content to rank higher in search engine results and attract more organic traffic. Examples include keyword research, on-page optimization, and link building.
  • Pay-Per-Click Advertising: Use targeted ads to reach the impact buyer, test, and their target audience on search engines and social media platforms. Examples include Google Ads, Facebook Ads, and LinkedIn Ads.

5-10 SEO Keywords + Content & Link Building Ideas

  • Keywords: impact product, test, impact buyer, test, marketing strategy, lead generation, conversion optimization, social media marketing, content marketing, email marketing, search engine optimization
  • Content Ideas: blog posts, whitepapers, case studies, infographics, videos, webinars, podcasts
  • Link Building Ideas: guest blogging, broken link building, resource page link building, social media link building, influencer outreach

Unique Social Media Opportunities

  • Twitter Chats: Host or participate in Twitter chats that focus on topics related to the impact product, test, and the impact buyer, test’s interests and needs.
  • Facebook Groups: Create or join Facebook groups that cater to the impact buyer, test’s industry or niche, and share valuable content and insights.
  • LinkedIn Groups: Join LinkedIn groups that are relevant to the impact buyer, test’s profession or interests, and engage with other members by sharing knowledge and expertise.
  • Instagram Stories: Use Instagram Stories to showcase the impact product, test, and its benefits in a creative and engaging way, using images, videos, and animations.
  • YouTube Channel: Create a YouTube channel that features educational and informative videos about the impact product, test, and its applications, and share it on other social media platforms.

We hope these ideas are great! If they aren’t – or you’d like some more – go ahead and use the tool again!

Email us at hello@conklinmedia.com and we can chat more about implementing these strategies or others you may be excited about! It’s what we do.

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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.