What are the tools?
I don’t know, they are different for every company.
What I do know, is that your fastest growth will come from utilizing the assets that your company already has.
These assets are there among your company’s vision, your company’s existing strengths and your existing resources.
There is a new term floating around the industry as the key to driving growth for high growth companies. It’s called asset-oriented marketing. Sounds fancy but it is a really simple concept – the fastest growth comes from fully utilizing a company’s existing assets. These assets could be a crystal clear vision, talented leadership, brand authority, a strong content, etc. The key is figuring out what your company’s unique assets are so you can build your strategy based on them.
In this article, I will share with you the three steps for finding high-growth assets that already exist within your organization.
The simple 3-step plan to find the assets that will drive fast growth for your business.
- Determine the assets or processes that are largely unique to your company
- Use your data to find under-utilized strengths or opportunities
- Make sure what you are doing aligns your company’s vision
Step 1: Determine Your Company’s Unique Assets
If you are doing business the right way, your business does something better than other companies in your space.
A few examples of where your company might be exceptional:
- Content
- Unique data
- Customer service
- Partnerships
- Brand authority
- Compelling leadership
- Website traffic
- Word of mouth
- The sales team
If you have a unique asset in one of these areas, there is often an opportunity to transform that asset into fast growth.
Your customer service can be used to build a strong presence on review websites. A strong word of mouth growth can be transformed into an ambassador program. High website traffic can become the basis for a strong inbound marketing program. For instance:
If your brand has been established as an authority within your industry or has strong brand recognition, this is a terrific asset that can utilized for growth in the form of influencer outreach and PR. This is a proven way to efficiently drive awareness about your product among potential customers and the competition cannot easily replicate an asset like this.
- Use your data to find under-utilized assets for fast growth
The way to leverage your data to find fast growth opportunities is too look for the numbers that standout. Finding these numbers that are out of whack, either to the good or the bad, and taking steps to either alleviate the issue or replicate the finding, is how you create the opportunities that will drive high growth. The challenge for you is that these numbers could be anywhere within the acquisition or retention stack; an underserved market, one lead form that is converting much higher, a piece of content that drives higher sales or employees who are performing far beyond their peers etc…
An example of growing from under-utilied assets:
A Mosaic client had a sales team that did both inbound and outbound sales. When we looked at the numbers we could see certain team members were closing inbound deals at a 5X-6X rate over others on the team. The problem was that these individuals did not look like strong contributors because the team was doing both inbound and outbound sales. A simple growth solution was in the next month, split the teams and route inbound leads to these high-performing individuals which had the effect of immediately increasing close rates. So instead of replacing the team which would have taken many months and reduced morale, we used data to reveal an underutilized asset and achieved a level of growth that would not have been achievable any other way.
The challenge:
The challenge for many companies is finding these numbers that unexpectedly different. This is where Mosaic’s experience becomes a critical asset. We are able to look at your entire acquisition and retention lifecycles and quickly break down the pieces to find those opportunities.
Vision Alignment
When searching for assets, insure the ones you discover align with the vision for your company. Utilizing your vision serves as a mechanism to find the most effective means of growth while eliminating poor options. Ideas that run contrary to your overall vision will not result in sustainable growth and will ultimately damage your brand.
For example:
Apple was exceptional at design and they grew their business on design. If they adopted marketing tactics that ran counter to that vision, they would not have been effective for Apple, even if they worked for other companies. Or consider a financial institution that had a vision focused on value-oriented consumers, when they launched a credit card and targeted as a high-end product, it did not lead to fast growth.
Our Work in Asset-Oriented Marketing
Here is an example of how we have accelerated growth utilizing a company’s existing assets:
Using asset-oriented marketing, we have increased year over year organic search traffic by over 100% for many different companies in many different industries. This isn’t growth from 1 user to 2 users, we have done this at large, established companies. Are we able to achieve this growth because we are SEO savants? Not at all, every time it has been because we have utilized the assets that the company already has to create compelling content experiences that drive organic growth. The content was an existing asset that simply needed to be enabled in order to drive growth from highly relevant users.
Mosaic Marketing is putting the pieces together
This principle applies far beyond SEO, this is where you should start your marketing planning. This principle helps inform the tactics you should adopt and the ones you should stop considering. This is how Mosaic marketing works. You build growth by combining your existing pieces with some new efforts into a new framework to build a new picture for fast and sustainable growth.
Mosaic and our Asset-Oriented Marketing Can Help
If your business needs fast, sustainable growth our Mosaic Marketing approach and Growth Action Plan (GAP) are proven, trackable methods that will help your business achieve its goals.
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