Our Approach to business growth
We are a growth agency working with start-ups and SMEs. We're creative, process-led, data driven, and obsessive about helping you grow.
What is a growth agency?
Whether you're a start-up or an established business, if you're looking for incremental gains rather than ad-hoc campaigns, consider using a growth agency. We don't just create pretty pictures and videos, we create engaging customer journeys. Journeys, driven by data, that attract, engage, nurture, and convert more leads. All the while ensuring there is a stable business infrastructure behind the scenes to sustain and scale the growth.
We take a process-led approach to growth.
It takes more than a few posts on LinkedIn to grow your business. It takes thinking, planning, doing, and reviewing. We came up with our "Growth Generator" to create a marketing map of the key components of growth. This page will take you through the steps of the process.
1. Establish the Vision & Strategy
The first part of our process is to understand your vision and strategy. This doesn’t have to be days sat in a stuffy room. But we need to know where you want to get to and how you’re going to get there. We can also work through how you plan on achieving the vision (the strategy) as part of the session.
Learn more about our approach to vision and strategy by clicking on the button below.
2. Work through the Growth Strategy
Once the vision and strategy are understood, we need to work out some some of the foundational principles for growing your business. We will help you construct buyer personas, which are semi-fictionalised versions of your ideal customer. Getting these right is very important as they will influence the marketing efforts moving forward. We will also look at the buyer journey. These are the steps that your customers take as they look to make a purchase from you.
As your customers move through the various stages of awareness, consideration, and decision, they will want different types of content. We will work with you to establish the right content, channels and messaging for each of these stages.
We will also undertake a content audit. Many businesses have much more content around them than they give themselves credit for. It may not be in the best format but that is something that can be reasonably easily fixed. We will undertake a full content audit and work out what new content needs to be created.
At this stage we will also do a review of the sales and marketing data in order to benchmark the current performance. Based on this we will also be able to look at developing marketing goals and KPIs for growth.
Learn more about our approach to vision and strategy by clicking on the button below.
3. Develop the technology stack
As HubSpot partners we are well positioned to help you develop your marketing and sales technology stack. You can read more about how we do that here. However, the benefits of having a robust and organised customer relationship management system cannot be understated. You want the technology to help you grow not get in the way. HubSpot is a market-leading CRM with lots of additional functionality to help you with your marketing, sales, and customer services. We will be able to help you implement a HubSpot solution if this is something that you would wish to consider.
There are lots of other CRM options available and we can help you evaluate them if HubSpot is not something you wish to look at.
We will also do a performance evaluation of your website. It is possible to build a website within HubSpot (like this website). This means that you can bring your CRM data into your website. If this is something you are interested in we can give you a demo or talk you through the options.
4. Lead Generation Preparation
Before we get started on lead generation activities we need to make sure that the ground work has been done.
If you want to refresh your website, this will often be one of the first things we do. There's not much point in putting effort into sending people to a website that isn't working. The only time we would advise this is if you are desperate for leads but this is probably an indication of more fundamental issues with your business.
If we need to create any content in order to assist the lead generation effort, this will also be a priority. For example, we may work on creating an asset such as an e-book if we think this is something your leads would value. Once the e-book is completed (along with a landing page, supporting blogs, social media campaign) we would start to work on lead gen activities.
Other activities that we might look at include cleaning up your data or building automated processes to help with the marketing efforts. These are generally ongoing tasks but there is often a bit of upfront work to do.
To find out more about our content creation process click the button below.
5. Lead Generation activity
With any lead generation project we are always going to look for quick wins. This isn't because we're lazy but they get the ball rolling whilst we're creating content for more structured campaigns. These might be things like adding calls-to-action to your blogs, quick email campaign, etc.
Once we have created the assets for the first campaign (e.g. e-book, video, etc.) and got HubSpot set up, we will begin to lead generation activities in earnest. This could include search engine optimisation PPC campaigns or other marketing activities such as social media, LinkedIn, or even things such as direct mail.
All of this activity will be planned based on the information from the growth strategy (e.g. buyer personas).
We will be reviewing the data on a continuous basis in order to evaluate each particular campaign and channel.
In terms of creating content, we work on a credit system. Clients purchase credits on a monthly basis which are then allocated to content creation and lead generation activities. An example of how the credits could be allocated is shown below.
6. Lead Conversion
Having got numerous campaigns up and running we want to make sure they are optimised for conversion. This involves running A/B experiments on landing pages, reviewing PPC campaigns, and generally "being on it" all the time. If we find something that works with a particular page or campaign we can migrate the best practices. Converting leads is all about experimentation, reviewing the data, and then doing more of what's working.
Another element of lead conversion is looking at how existing contacts and/or customers are being marketed to. We can help set up email campaigns to nurture these leads. This involves giving them useful and interesting content until they are ready to buy.
Lead conversion and optimisation can be significantly aided by marketing automation. This involves using software such as HubSpot to do marketing processes like sending emails after form completions or sending reminders to leads (or the sales team). Think of it as a way of making your marketing processes way more efficient. This gives you more time to focus on content creation and adding value to your customers.
7. Customer Retention
Once you've got your customers we want to help you not only keep them but delight them. Word-of-mouth referrals are generally recognised as the best types of leads. We want to help you turn your customers into delighted advocates of your business.
There's a few different ways we approach this. We can help you design the systems to collect customer feedback using HubSpot's Service hub. This can involve designing ticket processes, building knowledge bases, designing feedback surveys, and all that good stuff.
We can also help you get feedback from customers by running customer advisory boards. We facilitate a conversion among a few of your trusted customers to get to the bottom of what is working, what could be improved, and to just see your business through the eyes of your customers. We then use this feedback to inform the growth strategy. This could mean revising the buyer personas, creating new types of content, or changing some internal processes.
The idea is to figure out what truly delights your customers and build this into all of your other marketing processes.
Converted customers and retained customers is what business growth is all about. We can help you build dashboards and real-time reports to measure the success. Metrics such as conversion rates, average order value, customer lifetime value, ROI, are the regular growth pulse checks we aim to provide.
What are the benefits of using a growth agency?
You've seen our approach to business growth and lead generation. You're free to take this process, download our e-books and do this yourself. However, there are a few other benefits of using an agency like Wellmeadow to help you grow.
Access decades of business experience
Our team has experience of working at board-level with 100+ SMEs and start-ups. We've been up close and personal with many of the issues that growing businesses face. We can offer deep insights based on our experience. We can also offer practical support on areas of growth such as financial modelling, business strategy, board support. We've been through a few M&A and MBO processes. All this is to say you're getting more bang for your buck when you work with business people who also do marketing.
Access to experts
Many SMEs or start-ups are limited to one person running their marketing department. It can be hard to find a person who is a marketing strategist, graphic designer, and social media expert all at the same time. It often doesn't make sense for a business to employ four or five people within a marketing department. Using an agency means you can access a wide variety of talent as and when you need it.
Make content is engaging
Our job is think creatively. We have a team of people who keep up-to-date with the latest marketing trends. We also recruit people who are creative, curious, and capable. Our entire business is designed to be creative, from how we solve business challenges to making content. By plugging into our team, you can tap into this creative process.
We help make stuff happen
For sure, you could do all of this yourself. However, it's going to take time, effort, and you'll likely be doing everything for the first time. We do this for a living. That means we have the experience, systems, equipment, people, and motivation to get stuff done. We can help you take years off your growth plans. We'll also help you systemise the scalability which will add value to your business when you come to exit.