The High-Impact Marketing Framework
Sustainable growth needs a consistent strategy to set long-term pillars encompassing the startup’s evolution.
The Hight-Impact Marketing Framework will solve your startup’s daily problems while trying to grow:
Do you feel there is a lack of focus on your marketing actions? Are you testing acquisition channels with no clear results? Are you struggling to stand out from competitors or simply get the right brand messaging to drive conversions?
This framework comprises 7 high-impact steps that we will complete together to build an effective and sustainable growth mechanism.
If you wish to accelerate your startup’s growth, you need to know that no growth hack will work sustainably in the long term if it is not part of a consistent strategy.
This marketing framework has been created for D2C tech startups that want to build strong marketing strategy foundations and scale appropriately, startups that are overcoming new challenges or undergoing transitions, and globally, with startups in need of driving results out of their marketing efforts.
We will allocate more or less effort to each of the 7 steps depending on the type of service you provide, the status of your business, and the available resources:
Step 1
Current situation diagnosis
Starting point regarding marketing efforts and current results.
Step 2
Audience & USP definition
Who is your customer, his pain points, and why will he listen and choose us compared to existing solutions?
Step 3
Brand content and messaging
Consistency and coherence is the necessary lever to differentiate, start achieving growth over the competitors, and make it sustainable over time.
Step 4
Demand generation and retention strategy
Building the marketing funnel: KPIs and objectives definition to reach business OKRs.
Step 5
Crafting the marketing plan for each channel
Budget allocation: acquisition vs retention. Paid & non-paid marketing plans.
Step 6
Marketing analytics and automation
Fine-tuning of marketing tools to build a data-driven and automatically enhanced system that converts strategy into effective tactics.
Step 7
Creating an optimization system
Building a growth hacking testing-as-usual system to increase lead volume, conversion, and retention to optimize CAC.
Ready to grow?
Book now a complimentary Strategy session (180€ value) and learn how High Impact Marketing can make it happen.
Let’s go through the High Impact Marketing Framework steps deeply. We will work on dividing the steps into the necessary sprints, and we can launch different sprints simultaneously based on the available resources or time restrictions.
Step 1: Current situation diagnosis
This is the first must-have step within the High Impact Marketing Framework. We need to understand the current big picture and take advantage of the knowledge, information, and best practices that are already working.
It is very important to listen to the team in business in order to avoid repeating identified mistakes and make the most of what they already learned.
Key points to identify during this phase:
- Business OKRs review
- Marketing KPIs
- Marketing budget distribution
- Marketing resources: internal and outsourced team/ partners
- Marketing tools: analytics & automation
- Persona & USP
- Brand development status
- Onboarding & nurturing process
- Funnel ROI: audiences, channels, content
Step 2: Audience & USP definition
In this crucial phase of the High Impact Marketing Framework, we delve into understanding our target audience, assessing competitors, and solidifying our Unique Selling Proposition (USP). It’s about defining who our customer is, why they should choose us over competitors, and laying the groundwork for effective marketing strategies.
Key points to define and develop during this phase:
- Market segmentation
- Beachhead market
- End User Profile
- Total Addressable Market (TAM)
- Personas
- Pain points
- USP vs. main competitors
- Pricing
Step 3: Brand strategic platform
This phase lays the foundation for differentiation in a competitive market, setting the stage for sustained growth. By defining the brand’s strategic platform, we aim to create consistency and coherence, providing the framework for an effective content strategy and a robust AB testing growth system.
Key points to build and measure during this phase:
- Brand Identity: internal brand nature & external brand manifestation (brand essence, promise, messaging, content territories, etc)
- Existing Brand Image (measurement of current brand experience & positioning)
- Existing customer self-image
- KPI’s and objectives definition
Step 4: Demand generation & retention strategy
This phase is dedicated to developing a robust marketing pipeline to fulfill business objectives and achieve growth. By defining key performance indicators (KPIs) and objectives, we lay the groundwork for an effective marketing funnel that drives reach, awareness, engagement, conversion, and referrals.
During this phase, we will decide on an appropriate tailored channel combination as a starting point.
Main points to work on during this phase:
- KPIs and objectives definition to reach business OKRs
- Pipeline development
- Marketing funnels objectives: reach & awareness, engagement, conversion
- Marketing channel mix strategy and KPIs definition: paid and non-paid.
- Website & landing pages review and development
Step 5: Crafting the marketing strategy for each channel
In this stage, we are prepared to tailor a consistent and focused marketing strategy for each paid and non-paid channel to maximize impact. From social and search engine marketing to other digital media and public relations, the goal now is to drive growth efficiently by building our presence using the channel’s levers.
During this phase, we will allocate the budget between the first chosen channels to start testing and define specific objectives, audience segments, and messaging in each digital platform:
- Social: paid & organic
- SEM
- SEO on & offsite
- Communication & PR
- Email & direct messaging
- Other digital channels, such as podcasting, etc
Step 6: Marketing analytics & automation
In this phase, we focus on optimizing our marketing tools to establish a data-driven and automated system. The objective is to seamlessly translate strategic goals into effective tactical actions, ensuring a streamlined and efficient marketing operation.
Main points to address during this phase:
- Analytics marketing tools review and update if necessary
- Nurturing automation & CRM tools deployment
- Website digital onboarding & transactional process definition and implementation
Step 7: Optimization
Lowering CAC by increasing attraction and conversion will allow us to grow efficiently.
The final phase involves optimization, employing a growth hacking testing system for acquisition, nurturing, and retention. By continually testing messaging and audience strategies, optimizing budgets, and setting clear goals, we ensure a dynamic and responsive marketing approach.
Key points to identify and work on during this phase:
- Budget optimization along the marketing funnel: traffic quality and conversion
- Goals setting: CAC reduction, lead volume, and conversion rates increase
- KPIs dashboard
- Continuous monitoring and adjusting
As you already know, achieving growth for your startup is challenging. Nobody said it was going to be easy. If that were the case, it wouldn’t be so much fun and fulfillment. 😉
So let’s join forces! Let’s build and articulate the best plan that will work for you based on more than 17 years of experience learning how to do this.
