New Territory - Driving Real Performance — How ongoing growth strategies deliver results.

Driving Real Performance — How ongoing growth strategies deliver results. One of the key pillar services we offer at New Territory is Growth. Much broader than just traditional digital marketing, we use the phrase to infer a suite of post-launch practices of that steadily grow clients and ensure the success of their projects.

The rear spoiler of a modern Formula One car, with three aerodynamic elements.

Even in the high-performance world of Formula 1, where every millimeter is critical, the teams are constantly optimising the design and manufacturing of their cars' parts to best meet their various racing conditions. Changes often happen from race to race to maximize their chances of success. Credit: Rdikeman, Wikipedia

Website owners often underestimate the potential of a website optimised for conversions, viewing it merely as a piece of brand collateral, like a brochure or business card. However, a website used in conjunction with other digital tools is a powerful ecosystem for dissecting, tracking, and understanding audience engagement and behaviours from which rich insights can be leveraged into marketing campaigns, website optimisations and new features that capitalise these learnings.

Using mechanisms like data analytics and feedback tools we can form a baseline understanding of the website performance. This data is merged with other reference points, such as social media reports, industry tracking or qualitative surveying creating a rich overview of the migration of users around all digital touchpoints, ultimately providing you with increased and informed lead generation and/or sales.

With an understanding of the user behaviours we effectively have outlined the levers we can then influence with the various Growth services we offer - back to the analogy, it's much the same as a Formula 1 team knowing which adjustments to their vehicles to make that optimise for the conditions and the track.

*The team refers to the collaboration of us, the client and any third parties such as content producers. This is always a collaboration!

Setting clear goals before commencing growth activities is a vital step towards ensuring that the team* is working towards a common objective. Without clear goals, it can be easy to get lost in the process and spend valuable time and resources on activities that do not align with the desired outcomes.

There are many tasks and levers that we can use to either drive new traffic or increase sales or engage existing audiences and more. By setting goals for our sprints we prioritise certain activities that best suit the business at that time, creating intentional communications and digital business.

When it comes to using a website as a tool for digital growth, it's essential to optimise the website for maximum effectiveness. This includes focusing on key areas such as SEO, CRO, user experience, and mobile optimisation.

SEO allows a website to have a greater reach for people searching for anything related to your business; a website must be optimised for search engines to increase visibility and drive more traffic to the site. CRO, on the other hand is about optimising the user experience and increasing conversions because of it.

Refering back to our analogy, its the same as tweaking the aerodynamics of the car or tightening the input responses on the suspension. Two different aspects that when optimised in harmony allow for greater performance. Just as the car must also be slippery through the air but handle well and respond to the driver's inputs, a website must be optimised for user experience to increase conversions and generate more revenue.

In addition to SEO and CRO, other website optimisation strategies include minimising bounce rates, creating seamless and intuitive user experiences, optimising content for both visual and technical aspects, ensuring fast load speeds, optimising for mobile devices, and staying up-to-date with current trends such as UGC (user-generated content) optimisation, trust optimisation through testimonials or product reviews and the development of unique experiences or site features that stand out amongst your competition.

Aero rakes are fitted temporarily to cars, covered in sensors that measure air flow off the car’s body. That data is then used to help teams see if the data found on track matches up or correlates with expected results. This is much the same as applying data analytics to a website. Credit: Formula 1.

Businesses need to leverage multiple channels like PPC advertising, social media, email marketing, and content marketing to create a high-performing machine that can generate leads or get customers over the line.

PPC (Pay-Per-Click) advertising is a highly targeted channel that can propel businesses to the front of the pack by driving qualified traffic to their website. Social media can help build relationships with customers and establish thought leadership, while email marketing can nurture leads and generate repeat business. Content marketing, especially user-generated content, is an effective way to build brand awareness and establish credibility with customers. By using these channels cohesively and in unison, businesses can create a holistic approach to digital marketing that reaches customers at every stage of the customer journey.

By using these channels cohesively and in unison, businesses can create a holistic approach to digital marketing that is highly performant. With the right mix of channels, businesses can reach customers at every stage of the customer journey, from the 'first lap' to the 'finish line', creating a digital strategy that is greater than the sum of its parts.

Just like how a Formula One team needs to have a well-oiled pit crew to address any issues with the car during a race, businesses need to have the right systems in place for customer care to ensure a positive customer experience. Returns portals, chat windows, and customer service platforms act as the pit crew for businesses, allowing them to quickly and efficiently address any issues customers may encounter.

One such platform that businesses can use is Gorgias, which offers a range of features to streamline customer support, including automated responses and a unified inbox for multiple communication channels. By using a platform like Gorgias, businesses can manage customer interactions more efficiently and effectively, which can lead to higher customer satisfaction rates and increased loyalty.

A well-designed returns portal allowing self service or easy management is like having a smooth pit stop during the race. Helping customers easily initiate returns, qualify the return and track the status of their return can be critical to ensuring a positive customer experience, which can ultimately help in building trust and confidence in the brand even before the purchase is made or mitigate refunds.

Chat windows can also be a valuable tool for providing real-time customer support. By offering a chat window on their website or social media pages, businesses can help customers get quick answers to their questions, which can improve the overall customer experience and prevent frustration.

By having the right systems in place for customer care, businesses can provide a seamless and positive customer experience, just like a well-oiled pit crew ensures a smooth race for a Formula One team. This builds trust, loyalty, and positive brand perception, ultimately driving growth for the business.

One of the key benefits of taking an iterative approach to website updates is that it allows businesses to make data-driven decisions. By continually testing and analysing website changes, businesses can gather valuable data on how users are interacting with the site and use these insights to make informed decisions about future updates.

Rather than relying on speculation or assumptions, Formula One teams are able to make split-second decisions about how to optimise their cars for maximum performance on the track through the use of advanced analytics and real-time data. Similarly, businesses can use analytics tools to track user behaviour on their website and make data-driven decisions about how to improve the user experience and drive growth for maximum impact and ROI.

Businesses can use tools like A/B testing to compare different versions of their website and determine which design or content changes are having the greatest impact on user behaviour. By tracking user engagement metrics like bounce rates, time on site, and conversion rates, businesses can gain valuable insights into how users are interacting with the site and make data-driven decisions about future updates.

Iterative website updates ensure that businesses are constantly improving their digital presence and making decisions based on facts rather than assumptions. This data-driven approach can lead to better user experiences, and increased engagement to ultimately drive growth for the business.

Red Bull's RB15 car undergoing paint splatter testing

Red Bull's RB15 undergoing paint splatter testing

The importance of a strong and cohesive digital marketing strategy extends beyond e-commerce websites. By driving traffic and qualifying leads through CRM integrations or other methods, businesses can capture contact information and nurture leads into sales.

Outside of B2C and e-commerce websites, B2B businesses may use its website to offer valuable resources and thought leadership content to attract potential customers to its site. By capturing contact information through lead magnets or gated content, businesses can then use CRM integrations to nurture leads and turn them into sales.