The work started to kick off when we established the right team and process. The team and it’s CEO were big proponents of Growth Hacking. That’s why we used a Growth Framework and this Framework helped us navigate through the fruits of experimentation. 

 On weekly calls, we discussed ideas which were later transformed into multiple hypotheses. At the same time, the challenge was to keep a good rate between operational activities and new ideas. 

 Based on the concept of “seeding” we started creating content based on our articles and weeded out the articles which did not contribute to anything, even with traffic. We took an approach that we would not create articles “for Google” but rather for people, for customers. 

 We also worked on distribution and decided distribution comes first. We also need to define where we distribute the article before we write it. This all became a part of the content plan.

 Together with the team, we established that social selling was the way to go and we started building the profiles of the company leaders. Step by step we established the angle we wanted to use and the personas we wanted to target, then came the fun part -> SOCIAL ENGAGEMENT. This was our goal and our result.

 We revived the newsletter and worked on a flow allowing everyone to feel at home. With this, we ensured the newsletter applied to everyone and we created a brand feeling. 

We started with lead nurturing activities by combing social media and emails. This showed us customer’s doubts and earned us more trust by addressing their pain.