Profit-driven marketing

Positive ROI. Data-driven tests. Unique strategy for every project. Transparent pricing. Focus on ecommerce. Full-stack marketing. Solutions instead of services.

The term
is some

Turn-key marketing

Author
Dmitrii Borodin
Founder and product owner

We operate in two paradigms:

  • Short term where Paid marketing is a king
  • Long term where Content marketing is a king

By paid marketing I mean mostly Pay Per Click things. Take AdWords - for already formed needs and niches it’s a perfect crash test of unit economy - coz on every dollar spent it should generate revenue.

I recently discovered Reddit ads when demand for a service or product in question is less formed. There are many more - Facebook Ads, YouTube, Gmail Ads etc but you get an idea.

In long run we are digging two things:

First is Content Marketing (somewhat similar SEO). Now it mainly consists of

  • Rad content creation. Having a diverse team helps a lot here - while copywriting is the heart of content - design & coding definitely helps a lot. Not to forget idea validation part where every topic pitched to editor must have a verified demand
  • Search engines and Google in particular progressed a lot in websites ranking based on things other than links. So link quality demand skyrocketed but they still matter.
  • I’d also say that content distribution is a handy thing - email outreach, push notifications and all that help to build social quality signals via your existing auditory.

Second is search engine optimisation for online stores. You probably wonder how is it different from Content Marketing? Well, if store has a large number of items it’s more about technical work & analytics rather than creating a blog.

There are two principles we worship in marketing:

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

Convinced to give us a try?

The easiest way to get started is just get in touch and after I figure out your objectives, I will pitch you a marketing mix.

If you are looking for a particular competence - here are tools we have to increase your sales.

Marketing kit

Search Engine Marketing
(aka SEO)

1. Link building
2. On-site optimisation
3. Rad content creation
4. SEO on initial development (prelaunch)
5. Ecommerce seo

Paid channels

Adwords + Social + Influencers

Content marketing

Analytics

-25%
on all
services

We
dream about taking up fashion ecommerce so if you have one in mind tell us

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.

  1. 1 Transparent budgeting & deliverables Budgeting is agreed and explained beforehand. Key metrics defined with you.

  2. 2Boutique agency approach Hand picked projects. Good vibes. Enough time to truly hear our clients.

  3. 3Solutions instead of services You don't need online store per se, you need sales

10 most prevalent fallacies at the start of a new business

A MARKETER, AN INVESTOR AND A PHD, DONATAS JONIKAS UNDERTOOK A GLOBAL STUDY, RESEARCHING 1500 STARTUPS AND THOROUGHLY INTERVIEWING SEVERAL HUNDREDS OF THEIR FOUNDERS TO SORT OUT THE MOST COMMON MISTAKES ALONG WITH SUCCESSFUL TECHNIQUES AND APPROACHES TO MARKETING STRATEGY.

LATER JONIKAS WROTE A BOOK ON THE RESEARCH — “STARTUP EVOLUTION CURVE”, WHICH BECAME SORT OF A STEP-BY-STEP MANUAL TO STARTING A VIABLE BUSINESS.

BELOW IS GRIN TECH’S SUMMARY OF 10 MOST PREVALENT MARKETING FALLACIES DESCRIBED BY D. JONIKAS.

Mistake 1. Creation first, marketing later

It is one of the most common and costly errors. With an approach like that, chances are good you will create a product nobody needs. The last thing you want to do is waste all your effort and precious funds on a product with no demand. A lot of tech startups consider the creation of an innovative product to be the most important part of the deal, but it is the mindset of 1960s. It probably made sense back then, but these days in the 21st century, not many businesses fit into that concept, especially startups. The most important goal is for market to accept your product.

Mistake 2. Positioning: “nice-to-have” product

Your product has to have exceptional value to it. If your product solves problems you think consumers have and not those they actually have, you’re just creating another thing that is “kinda” good to have. Solve problems consumers actually have. That creates great value for them and the higher the value, the higher your profit margin can be, since it makes consumers more willing to pay for such products.

You can’t sell what consumers don’t consider to be important.

Mistake 3. Сonsumer feedback deficiency

Over 40% of startups that aspire to bring new solutions to the world either don’t perform market tests, or do it improperly.

Saying and buying are different things. Receiving a promise to buy your product is not a feedback. Real feedback comes with the money consumers pay. It is important what they do with your product and not what they say. Market testing is impossible without your clients actually paying for your product.

Mistake 4. Scoring points with investors, rather than consumers

Once you’re well received by your clients, the rest will follow: media coverage, investors and sales. Too often startups concentrate mainly on attracting attention of investors. They focus on pitching their idea and putting on a show — sadly, some investors approve and even take liking to it.

Yes, investors are important, but aim for consumers instead — make sure you product has value.

Mistake 5. You think you have no competition

The global research indicated zero startups without competition.

Those of you who are familiar to marketing know that there are direct and indirect competitors. In case your startup works on an innovative product you won’t have direct competitors until someone copies you. On the other hand, if your startup works on solving existing problem, chances are good there already are existing methods to solve it. The later are your indirect competitors. Even a client’s decision to ignore your product is an indirect competitor. Interviews of founders of startups showed they conduct a very shallow competition analysis. The author recommends asking yourself questions and finding out who you compete with instead of nurturing the illusion of competition-free market.

Mistake 6. “We have a great idea. It’s viral just by itself!”.

Really? In reality, that’s just called “hope marketing” and it means you mostly do nothing, but hope for the best. Years ago, Eric Ries, the author of ‘The Lean Startup’ already outlined three of the fundamental growth mechanisms. The sooner you apply one of them, the better. You should take action and be careful with hopes.

Mistake 7. You think growth hacking is all you need.

About 66% of interviewed startup owners stated they wish to benefit from growth hacking — a strategy, in which every decision is exclusively growth-oriented. At the same time, only half of those startups made sure their product meets market needs. You need a foundation for growth. Make sure your product has value, work on cross- and upsell strategies.

Mistake 8. “Marketing requires huge budget, so we’ll think of it, when we attract investors”

Not all marketing tools require lots of money. The author recommends taking some time to read a couple of books on “rogue marketing”. The research showed that out of 47,9% of startups already present on the market only 17,4% had consistent marketing plan and only 39,4% developed their own brand and product positioning.

Positioning and marketing plans require effort, not money! And remember that every investor wants to see traction. Investors need proof that your business model is viable and durable, and you cannot prove it without marketing. It’s fine if you don’t want to spend large sums of money on marketing on early stages, but you can develop marketing plans and even commence marketing experiments to find out if your product meets market needs, to gather required data, choose suitable growth mechanism and test your distribution channels. Later you can prepare a complex marketing plan factoring in potential profit and start looking for investors to make it work.

Mistake 9. “We are going to explode the market!”

As Jonikas notices it’s not working anymore. Big launch strategy may work well for traditional business, but startups better avoid it. It usually leads only to excessive expenses and lack of sales. Startups are innovative and they need to perform a reality check on their product value: if it satisfies market needs, if first clients purchase the product, if there are tech evangelists among those people. Startups should test their distribution channels and choose the right growth engine. Don’t forget: feedback first.

Mistake 10. Burning money instead of investing

Sounds like madness, right? Unfortunately, a great many of startups fall victim to this.

They spend funds provided by investors on things which add no value to neither a product, nor their business. Startup founder gains nothing by paying himself high salary, renting comfortable modern office space or participating in major events. Yes, there are personal gains but it is at best. In reality, it just burns the funds your investor gave you and provides no real benefits for your startup. The faster you burn money, the less time you have left to make your startup into profitable business. Learn to distinguish between the money your startup receives and the money it actually earns. Stop wasting money and invest in what is profitable and benefits your business.

Changelog

1.1 Moved visual productions into separate unit and started dedicated marketing campaign on home market

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

1.2.1 King The Monk - wordpress plugin to virally grow your email list

1.2.2 Plain conversions - wordpress plugin to convert your visitors

1.3 We fell in love with ecommerce, coz of short feedback cycles for both development and marketing. Today we slightly upgrade GRIN tech's expertise shipping into production inhouse SaaS project - AVOKADO - the web app for learning languages with flash cards.

1.4 Collaboration with Logomachine.
It is design company working in Russia. We fell in love with the their offer on logotypes & brand assets (transparent pricing, fixed deadlines) and decided to bring their offer to English speaking markets.

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