Business Growth Blog

It can be challenging to step out of the grind of everyday work to attend conferences, but in a fast-paced industry like marketing, it's vital to stay up on the trends. I went to HyperGrowth in Boston a while back, a marketing conference put on by Drift, a technology company that focuses on bots and conversational marketing. There was a good mix of motivational, strategic, and tactical ideas and insights about success and growing a business.

I took notes during the presentations and recapped the key takeaways in this article. Here are eight progressive business growth strategies that the speakers discussed throughout the day. The overarching theme between HyperGrowth and Inbound (an adjacent marketing conference) was customer experience.

Every company must invest some time and money into marketing to get customers. You can’t do business without it. The investment is usually about 7-8% of the projected gross revenue for a small business. How a company uses the money is critical to its success. The ONLY way to know if the investment is getting a return is to collect and track specific sales and marketing data.

Co-marketing is when two or more companies that aren't direct competitors but share a similar target audience, work together on a marketing campaign. (Like a lawn care company and a tree trimming company.) Through co-marketing, you can achieve remarkable feats that would otherwise be impossible.

The first place potential customers will learn about your business is most likely from your social media profiles or website. What they see there will either engage them and make them want to learn more or turn them away. If your online presence is weak, you’re putting your company at a huge disadvantage and missing out on business opportunities. Here are a few stats that show why it’s critical to invest in your online presence:

One of the main reasons to have a website is to get found online when someone is looking for information regarding your type of products or service offerings. These days, your website is your company – it replaces a physical space with a virtual space.

Like roads lead customers to a physical place of business, keywords lead online users to your virtual place of business. Without doing foundational SEO work, your website will not have the opportunity to get found by the right people. And even worse, your competitors will have a wide opening to rank for your keywords, meaning they will get the first crack at potential customers.

As you know, virtually all buyers search the internet before making a purchase, so ranking online for the words and phrases most relevant to your products and services is essential. Business keywords are the bridges that connect qualified prospects to your website.

Here's a high-level overview of how to choose the best terms and phrases that your potential customers will most likely search online. To help illustrate, I'll refer to an example of a medical device company called Paragon28.

It's safe to assume that the majority of your target prospects will go to your website well before they have any other interaction with your organization. It's their first impression, and they'll be sizing you up immediately upon walking through the virtual door. The traditional website design process is quickly becoming antiquated because it doesn't address the growing needs of the online buyer.

If a website project is on the horizon (which it should be - it should always be on the agenda), watch this video to learn more about an approach that will ensure your site is a high-value marketing asset that continually drives business growth.

The way you present your company online directly impacts your ability to get found by your target audience, pique their interest, build trust, engage with them, and help them. In this video, I share a real-life example of how to build a digital content strategy to build your brand.

Most MedTech companies regularly create marketing content such as webinars, presentations, publications, posters…the list goes on (press releases, web pages, blog articles, social posts). Creating and promoting content is essential for advancing growth. Getting the right content in front of the right people increases awareness, builds trust and credibility, and generates opportunities.

Your website is most likely the first impression your potential customers or other key stakeholders will get about your biotech. It only takes mere seconds for someone to form an opinion based on their user experience.

A well-structured site gives visitors a feeling of competency and trust. In addition, it encourages them to engage with your company, creating more opportunities to help you accomplish your business goals and objectives. Here are four biotech website basics required for developing a digital presence optimized for your biotech company’s growth.