Profit-driven marketing

Positive ROI. Data-driven tests. Unique strategy for every project. Transparent pricing. Focus on e-commerce — full-stack marketing. Solutions instead of services.

The term
is some

If it doesn't scale it doesn't work.
Conversions or it didn't happen.

tuning

Thus the effort to build it is an ongoing process. I like the metaphor of tuning piano here - you act, listen for the result, evaluate and make the next step.

a piano

The end result should be a living ecosystem comprised of tuned acquisition and distribution channels mix.

Top level channels

Which three channels produce your top source of leads? (Select three)

Which three channels produce your highest ROI of leads? (Select three)

Time

In a way it is all about traction, and therefore an often underestimated parameter is time

  1. 1Time for one tuning cycle.The shorter the feedback cycle - the better.

  2. 2Expertise to make decisions upfront. No cycle is faster than no cycle at all.

  3. 3Ability to run as many cycles as possible simultaneously without losing quality.

That is why GRIN tech loves ecommerce. Ultimately there is one goal - be as
profitable as possible.

Sounds too vague?

Here is our solution for building such an ecosystem from scratch

A

Decide upon Key Performance Indicators (KPIs) best for your project

Classical for ecommerce are:

  1. 01Cost of
    sale.

  2. 02Customer lifetime value
    and retention.

  3. 03Supportive micro-conversions: pages per session average,
    add to cart event, time on site.

  4. 04I also suggest to focus on content ROI wise: content should drive organic visits and therefore you can calculate its ROI (payoff) in long term.

B

Set up analytics toolset

  1. 01Google Analytics basic (transaction wise) & enhanced implementation (behavior wise).

  2. 02Quantitative: user sessions in video converts to actionable insights from GRIN tech experts.

  3. 03Other, less conventional
    data sources.

In case your store is up & running have a look at our ecommerce audit solution

Go
C

Overview of channels we tune

  1. 01Paid

    1. AAdWords management. Apart from traditional services we love working with shopping campaigns (via Google Merchant Center): lower costs, easier tuning, nice automation.

    2. BFacebook ads are great for high quality content (such as blog posts, webinars, podcasts, etc.)
      Instagram is now part of Facebook advertising kit and goes well for some types of products.

    3. CRemarketing
      in all flavours: in search, on social media and via banners on partner website.

    4. DOffline (a what?) events and ads enhanced with some tech (GRIN obviously). Email signups on tablets while live events, partnerships with indirect competitors etc.

    5. EAffiliate
      marketing (CPA).

    6. FPaid publicity. Usually as part of link building strategy for boosting organic traffic. Mainly it is search for nice relevant niche websites in your industry and signing a deal with them regarding sponsorships /ads.

    7. GNewsletter ads are another, often underestimated source. Most sophisticated media sites have segmented their subscribers. Often you can target a specific segment for better results and lower cost.

    8. Hetc. You name it,
      GRIN tech executes it.

  2. 02Earned

    1. AEngineering as
      marketing.

      1. Widget seo. The approach requires expertise both in terms of developing a nice embeddable thing and promoting it, but pays off really well due to scalability.

      2. Micro-sites and extra product features. For example, for the tennis e-commerce store, we had an idea to make a nationwide directory of tennis schools and courts to get backlinks from each one of them. So we did a nice landing page, a signup form, hired an outsourced call center and got over a hundred pending inquiries. Then we developed the directory itself. Got links together with tapping in extra relevant queries as “tennis schools”, “where to play tennis in {city_name}” etc.

    2. BPartnerships (better known as business development). Cross sales with indirect competitors, promo codes.

  3. 03Distribution
    channels

    1. AEmail
      marketing

      1. Drip
        campaigns.

      2. Automated emails
        (trigger and rule based)

    2. BSocial
      networks

    3. CRemarketing was mentioned earlier but I would consider it more a paid distribution channel, rather than solely acquisition one.

  4. 04Search Engine Marketing
    better known as SEO

    1. A Content marketing, strategy
      & opportunities.

    2. B Ongoing onsite
      optimisation.

    3. C Link
      building.

Read more about SEO solution here

Product. The truth not many say loud - IT’S ALL ABOUT PRODUCT. You can hire an awesome marketing team, but without developing your product, nothing special will happen. Usually, this idea is prevalent in the startup world with fancy apps and services (SaaS, BaaS, PaaS, etc.), but online stores are products no less.

This point of view justifies Solutions GRIN tech provide: marketing, development and design.

Why choose GRIN tech?

  • Boutique agency approach means strategy devloped specificly for your store. No fit-them-all solutions
  • Solutions instead of services
  • No need to go all in. Test us

Changelog – pre-ecosystem era

v0.1.8 Hound @ apps.the.gt – b2b prospecting platform

v0.1.8.1 Business directory – content experiment to support b2b prospecting platform.

v0.1.7 White label agency solution, including white label lead generation & link building

v0.1.6 GRIN tech affiliate program is live.

v0.1.5.3 GRIN jobs experiment started

v0.1.5.2 Working on cool in-house lead gen project - Art Director is preparing 100 picks of Business Cards in various niches.

v0.1.5.1 GRIN games emerged

As a web agency we never could and never will be able to escape the urge of building things.
Among million other things we played with an idea of text-based games and the last piece that was missing was the story itself. So via in-house outreach platform we found two established writers that believed in the project and agreed to participate.

Shout out to Richard Abbott who wrote Fraud on Thetis and Eva Pohler who sent us a huge draft we are still reading through.

v0.1.4 GRIN launcher is born.
It is an outreach platform that we use to establish connections with editorial teams.
They say samples of published articles look good but pricing looks even better

At some point we realised that list building, fetching contact details & outreach tech work just as well for b2b lead generation

v0.1.3 Once, we fell in love with ecommerce, because of short feedback cycles on marketing & development efforts.
Today we ship into production inhouse SaaS project - AVOKADO - the web app for learning languages with flash cards.

The year after we built it we realised how long is the road map ahead & what resources we'd need to promote it and decided to put it on hold.

One day as we ship GRIN tech v3.0 into production we'll distrupt the language learning market with Avokado.

We love Wordpress and recently shipped two plugins into open beta for commercial sale.

v0.1.2.2 King The Monk - wordpress plugin to virally grow your email list

v0.1.2.1 Plain Conversions - wordpress plugin to convert your visitors

v0.1.1. Expanded core offering to visual productions

v0.1 It's Autumn 2017 and GRIN tech agency's website is born.
We have it saved for the history.

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