growth marketing for sme's
Case example of a Small and Medium-size Enterprise growth marketing setup.
Benefit of using partners in growth marketing is not only time to market and the ability to
utilize own (human) resources across other critical tasks in business start-up, but also the benefit
of an objective review of growth KPI (how and what to measure for success) and advice in technology
choices that keep doors open for future scale with pay-as-you-grow license model.
When launching or scaling a new service or a product there’s typically too many things to be
done and ideas to be tested. There’s helpful tools out there, like
the business model canvas,
to organize the ideas and business opportunity that in turn help break the necessary activities
into a rough plan.
With business objective(s) clear we can iterate the MVP tasks. This can be done with anything
from a g-sheet to company preferred team working software. We’ve found Trello gives a quick
start into managing the big picture.
Growth Marketing Tasks Trello Board
In this example the company already had a customer base, social media following in Facebook and
a web presence. The task was to scale that cost efficiently into new business areas.
At the heart of the operation is the customer database; connecting the data sources for a central
customer identity management. Not only driven by regulatory demand, but organizing the existing
customer records and marketing permissions creates the foundation for measurable marketing program.
Another key feature for this case was its brand story and content centricity. This suggests early
focus in supporting content strategy and inbound activities, in favour of outbound marketing.
Start with one or few channel experiments; like send out the first newsletters according to
thought-out media plan (e.g. weekly + events and promotions), monitor organic and paid
traffic separately as well as lead quality. During the first experiments the accumulated
analytics will generate re-marketing lists for future outbound activities as well as
seed data for creating lookalike audiences.
Working from 1st party data and own channels outwards, and measuring each activity's ROI
against expected business objectives reveals eventually the best setup for the SME - and proves
the value of using a partner getting there.
