Accelerator Member Sandip Amlani
Accelerator Member
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Growth Engine Office Hours
Reminder for Accelerator Members Only that the Growth Engine Office Hours is starting in an hour at 1pm to discuss anything Marketing / Growth related.
You can join via this link:
meet.google.com/qhk-qowa-yvx
Hope you see you there!
Sandip
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Optimise your marketing: stop guessing, start uncovering insights
Last stage of the marketing flywheel, and my specialist subject if I ever went on Mastermind.
Most optimisation advice starts with “test more things”. But I urge you not to jump straight to solutions. Figure out where the biggest problems are first.
The graphic below shows the research toolkit. It runs from quantitative data (what’s happening)…
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@Sandip – having been CRO focused in our business at one point, the biggest issue we found was smaller operations have non-statistically significant data. How do you overcome that. Sure, there’s the sense-check, and you get an idea over time what is likely but how do small business overcome the trap that we saw thinking because you had ten…
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Metrics that matter
Every business has a dashboard with numbers on it. Most of those numbers aren’t going to change what you do tomorrow.
LinkedIn impressions doubled this week. Are you doing anything different tomorrow? Probably not.
Qualified enquiries dropped 40%. Are you doing anything different tomorrow? Probably yes.
That’s the test.
Look at your…
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Love the idea of KHIs, Sandip.
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KHI FTW! Love that idea – in fact the whole idea of putting humans at the centre of the business is the change that is needed.
Would change what I do –1) Serious illness – a change in my overall health metrics would be an instant change.
2) Family issue – family first, everything is an also ran.
3) 30 day debt rising above £500Anything…
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Content is where marketing wins or loses
You can get your audience, message and channels right. If the copy on the website doesn’t work at the point of decision, the rest is wasted.
Most founders pay for a CMS and a designer, then write the copy themselves. That’s often why the site doesn’t convert as it should.
Here’s seven things worth testing your homepage against.
- Sound like a…
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Yes to all of these!
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Cheers Lisa. I see copywriting is central to what you do. Which of these seven do you think most people trip up on? My money’s on 4 😊
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Stop trying to be everywhere with your marketing.
Every week there’s a new channel you should “definitely” be on.
But the clients I see making real progress aren’t on more channels. They’re on fewer, and going deeper.
Pick 2 or 3 where your ICP actually pays attention. Drop the rest.
Here’s an audit to do it honestly.
Tick mentally as you read. Drop your top 3 in the comments — happy to respond…
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There’s also the business maturity to consider – you may be turning up where your customers are but if they have not heard about you, or there’s lots of similar messages/businesses also showing up you become part of the background noise. I’ve ALWAYS favoured building direct relationships, you may be able to amplify your messages online, but…
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Same product. Different message. Different outcome.
Your messaging isn’t just a bunch of words on your website. It needs to talk directly to your target audience by clearly defining the problem you solve for them.
Stewart Butterfield, founder of Slack — the messaging platform — said this to his team just before Slack’s public preview launch in 2013:
“We are unlikely to sell ‘a group chat system’…
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Who is your marketing actually aimed at?
Most founders I ask answer one of two ways.
Too broad: E.g. “Small businesses.” “B2B companies.” “Anyone who needs what we do.”
If it could be anyone, it speaks to no one.Narrow but generic: E.g. “SME founders in the UK.” “Marketing directors at mid-market companies.”
Better, but that’s a job title, not a person with a problem to solve.What…
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I like the idea of identifying the trigger that makes people want your serve or product, as well as their broader situation
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Is that every Thursday at 10, Sandip”?
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Your Marketing Strategy on a post-it note.
Can you write your marketing strategy in one sentence. If you can’t get it on a Post-it, your team probably can’t act on it either.
I’ve been asking founders this for years and the answers fall into three rough buckets:
- Confident, specific, repeatable — “We help [X type of business] do [specific outcome] through [specific channel]”
- Vague — “We…
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As a new business we are struggling big time with honing in on our ‘post-it note’ description of what it is we’re offering. After an initial consultation the customer gets it but that killer phrase that really makes the point?.. we don’t have one…yet.
Great post – you’re so right – its important. I appreciate knowing straight away…
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Josephine, that’s a really common pattern and, honestly, the gap between “I can explain it in 20 minutes” and “I can say it in one sentence” is usually where the real work sits. And it’s more about being honest with yourself about who you’re best for and what specifically shifts for them rather than any cutsie copywriting.
If you want to think… Read more1 - View more comments
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A quick gift for anyone wrestling with marketing right now 🎯
Most founders I speak to know their marketing could be sharper, but can’t quite put their finger on where the weak link is. Strategy? Audience? Message? Measurement? It all blurs together when you’re in the weeds.
So I’ve built something to help.
The Marketing Maturity Scorecard takes about 5 minutes and scores you across the seven stages of…
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Thank you @Sandip – Are you happy for me to share this in my community, in the South West?
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So many businesses know something in their marketing isn’t quite landing, but identifying exactly where the gap is can be the hardest part. Having a simple, structured way to assess that is incredibly valuable.
Love that it focuses on progress and optimisation rather than just “doing more marketing.” Definitely worth 5 minutes for business… Read more1- View 1 reply
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Sandip Amlani updated their profile 4 months ago
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