Five ways to utilise tech and turn your start-up into a market leader
Launching a multi-million-pound business from the ground up might seem daunting. However, focussing on your tech and marketing processes early on can help a business navigate challenges further along.
A flexible tech stack built especially for your audience is vital. Encompassing reviews and real people into your marketing streams strengthen and offer legitimacy, expertise and authority. These are some of the areas we focussed on at Releaf.
Make your tech offering bespoke from the outset
Taking a platform off the shelf can seem like the most-simple solution, but customising your tech stack from day one means you are putting your audience front and centre of everything you do.
Don’t cut corners; ensure you map every step of the journey with your audience in mind. Where are the pain points? What would prevent someone from returning?
Ensuring your audience can navigate your website and payment options with ease, means repeat business and glowing referrals. Results are a by-product of behaviours. Talk about the behaviours and intentions that will drive the outcomes you want this week. We don’t talk about having tens of thousands of patients, we have one patient having a great experience, thousands of times over. This mindset, focussing on quality rather than scale, is what drives results.
Good reviews are crucial – design your marketing journey around them
People have grown tired of being pushed products through advertising. They want to see and hear from people that look and sound like them and hear them talk honestly about their experiences.
Through good customer engagement, we quickly built up thousands of five-star Trust Pilot reviews. We also coined an internal framework ‘feel, felt, found.’
When someone wants to check out a product that they’re uncertain about, they go to Google. Own that click pathway, not with advertising copy, but with customer stories structured around that three-part arc. ‘I understand exactly how you feel. I felt the same way. What I found was…’
It creates a bridge from the uninformed to the experienced. This is the most effective form of marketing – recognition. Large legacy companies spend enormous sums broadcasting to people. The smarter play is creating the conditions for people to find their own way to you; through the voices of people they can actually relate to.
Real-life audience feedback and reviews are essential to highlight how the product worked for previous people, how they were treated and the service they received.
Ensure good customer care at every step of the journey
What happens if someone has an issue or query? How quickly can you deal with this? Have support teams in place to ensure your audience can move through the journey, seamlessly.
We always have dedicated patient support teams available to answer all queries. Can you use chatbots to answer the common queries? Can you have a team on hand to answer the phone, an email and social media queries, quickly and effectively to put minds at ease?
Keep in touch with your audience at every stage of the customer lifecycle by automating communication for every scenario, where needed, or creating systems for your support team to help them do their job more effectively and standardise the level of support you can provide – especially as the team grows.
Build your communications before you need them.
Map every friction point in advance and have messages ready before silence sets in. Communication streams can grow quickly, so having a way to document this and ensure things are running smoothly and are GDPR compliant are crucial.
At Releaf, we have over 100 individual messages across email and SMS, because ensuring channels are personalised and relevant to the audiences mean they have the best experience possible and they feel listened to.
Walk your audience through the journey from the very beginning. In the healthcare industry, trying a new product can be a big step for people to take, so having experts able to guide them through the process and put their minds at ease prevents blockages and builds trust.
Own your tracking at every stage before you hand it to a developer
Own your UTM tracking, campaign attribution and email performance, understanding what’s driving growth before a developer request.
Building this infrastructure means faster decisions and a clearer picture of what’s working at every stage of the funnel.
Tracking every single function within the business helps make informed decisions and provides a better overall product and service, putting you in control of the information at your disposal. This helps a business understand their audience and their behaviours better.
Curate your reporting streams, as with so many channels reporting must be unified and correct. Test this reporting and question every metric to a granular detail, bringing in developers to help with this where needed.
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