test Business Growth Ideas

Action Plan for Test

Action Plan for Selling More of Test’s Impact Product to Test’s Impact Buyer


Test is an impact-driven company that offers an innovative product to its impact buyer. In order to sell more of this product, we have developed an action plan that focuses on the IMPACT acronym and includes unique viral content ideas, innovative conversion ideas, channel selection with examples, SEO keywords and link building ideas, and unique social media opportunities.

IMPACT Offering

Our IMPACT offering is a unique product that provides our impact buyer with a solution to their problem. The product offers:

  • Interest: It is a highly interesting product that solves a pressing problem.
  • Margin: It offers a high margin for Test, making it a profitable product to sell.
  • Potential: It has a high potential for growth and expansion in the market.
  • Attract: It attracts the attention of our impact buyer and provides them with a valuable solution.
  • Competition: There is limited competition in the market for this product, giving Test an advantage.
  • Tenure: The product has a long tenure, providing long-term benefits to our impact buyer.

IMPACT Prospect Persona

Our IMPACT prospect is a busy professional who is looking for a solution to their problem. They are:

  • Age: 25-45 years old
  • Gender: Male or Female
  • Occupation: Business owner or manager
  • Income: $75,000+
  • Interests: Technology, innovation, and sustainability

5 Unique Viral Content Ideas

  • Title: How Test’s Impact Product is Changing the Game
  • Description: A video or blog post that showcases the impact that Test’s product is having on the market and how it is changing the game for our impact buyer.

  • Title: The Top 10 Benefits of Using Test’s Impact Product
  • Description: A blog post that highlights the top 10 benefits of using Test’s product, with real-life examples and testimonials from satisfied customers.

  • Title: The Science Behind Test’s Impact Product
  • Description: A video or infographic that explains the science and technology behind Test’s product, showcasing its innovation and uniqueness.

  • Title: How Test’s Impact Product is Helping Businesses Go Green
  • Description: A blog post or case study that showcases how Test’s product is helping businesses reduce their carbon footprint and become more sustainable.

  • Title: The Future of Impact Products: An Interview with Test’s CEO
  • Description: A video or podcast interview with Test’s CEO, discussing the future of impact products and how Test is leading the way.

5 Innovative Conversion Ideas

  • Title: Free Trial Offer
  • Description: Offer a free trial of Test’s product to our impact prospect, allowing them to test it out and see the benefits for themselves.

  • Title: Personalized Demo
  • Description: Offer a personalized demo of Test’s product to our impact prospect, showcasing how it can solve their specific problem.

  • Title: Limited Time Offer
  • Description: Create a sense of urgency by offering a limited time discount or special offer on Test’s product.

  • Title: Referral Program
  • Description: Encourage our impact buyers to refer their friends and colleagues to Test’s product, offering them a discount or other incentive for doing so.

  • Title: Webinar or Workshop
  • Description: Host a webinar or workshop that showcases the benefits of Test’s product and provides valuable information and insights to our impact prospect.

Channel Selection with Examples

  • Search Engine Marketing: Use Google AdWords to target keywords related to Test’s product, such as “impact product” or “sustainable technology”.
  • Social Media Advertising: Use Facebook and LinkedIn ads to target our IMPACT prospect persona and promote Test’s product.
  • Content Marketing: Create blog posts, videos, and other content that showcases the benefits of Test’s product and promotes it to our impact buyer.
  • Email Marketing: Send targeted emails to our impact prospect list, highlighting the benefits of Test’s product and offering special promotions or discounts.
  • Events and Conferences: Attend industry events and conferences to showcase Test’s product and network with potential impact buyers.

5-10 SEO Keywords + Content & Link Building Ideas

  • Keywords: impact product, sustainable technology, green business, innovation, sustainability, carbon footprint, business solutions
  • Content Ideas: blog posts, case studies, infographics, videos, whitepapers
  • Link Building Ideas: guest blogging, influencer outreach, broken link building, social media promotion, directory listings

Unique Social Media Opportunities

  • LinkedIn: Use LinkedIn to connect with our impact buyer persona and promote Test’s product through thought leadership content and industry insights.
  • Twitter: Use Twitter to engage with our impact buyer persona and promote Test’s product through real-time updates and industry news.
  • Instagram: Use Instagram to showcase the impact of Test’s product and highlight its unique features through visually appealing content.
  • YouTube: Use YouTube to create videos that showcase the benefits of Test’s product and provide valuable information to our impact buyer persona.
  • Facebook: Use Facebook to engage with our impact buyer persona and promote Test’s product through targeted ads and engaging content.

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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.