How continuous improvement strategies drive business growth
What is Continuous Improvement and why is it an essential component of your digital marketing strategy?
Have you ever wished for a full marketing department dedicated to your business growth strategies? Continuous Improvement may be the solution.
Continuous Improvement is taken from the Japanese philosophy ‘Kaizen’ and refers to a long-term partnership between Granite 5 and your business. With an agreed monthly, quarterly or annual budget, Granite 5 delivers a range of digital marketing services to help your business drive growth and meet its ongoing goals.
Unlike one-off projects, Continuous Improvement allows the team at Granite 5 to immerse themselves in your brand, developing an in-depth understanding of your needs. This relationship enables us to implement digital marketing strategies that ensure long-term, sustainable growth while adapting to your evolving business performance improvement objectives as well as new opportunities.
How do our Continuous Improvement strategies support marketing optimisation?
It’s simpler than you might think.
We enter into an agreement with a set budget for monthly marketing optimisation services. Sometimes, this may include a separate advertising budget for costs like pay-per-click (PPC) campaigns.
Services covered in Continuous Improvement include:
At the beginning of the relationship, we will work with you using the SOSTAC methodology to determine your company’s strategic goals, such as building brand awareness or increasing sales. We will then create a digital marketing strategy and marketing plan that achieves those goals.
Benefits of Continuous Improvement for your marketing growth strategy
A Continuous Improvement relationship is extremely beneficial for your business as it allows for:
Predictable costs:
A consistent monthly fee helps with budgeting and forecasting.
Priority service
As a Continuous Improvement client, your business will enjoy faster turnaround times and priority service.
Long-term focus
We become familiar with your brand, allowing us to propose proactive solutions and ideas to grow your business.
Better value
As we become more knowledgeable we also become more efficient.
Better service
Continuous Improvement allows us to dive deeper into your work, delivering higher-quality results.
Reliability
We can keep marketing efforts moving forward seamlessly even if your team are unavailable.
Marketing innovation
We’ll keep you up to date with the latest digital marketing techniques and make sure they are implemented as part of your marketing plan to keep you ahead of your competitors.
When and when not to use Continuous Improvement
for marketing and business performance improvement
Consider Continuous Improvement if your business:
- Needs immediate marketing support
- Spends over £12,000 annually on marketing
- Requires quick response times from your marketing partner
- Has ongoing creative and content needs
- Needs help managing multiple marketing platforms
- Is involved in long-term projects or campaigns
When not to use Continuous Improvement
- A traditional project-based agreement may be more suitable if:
- Your budget is limited
- You have very specific, one-time needs
- You don’t have many ongoing marketing requirements
How much does Continuous Improvement cost?
There is no one-size-fits-all number, as Continuous Improvement plans vary depending on your business’s size and needs. Small to medium-sized businesses generally spend between £12,000 and £60,000 per year on Continuous Improvement agreements. In addition to agency fees, a separate advertising spend may be required.
Examples of Continuous Improvement success
Below are a few examples of businesses we’ve helped with Continuous Improvement. These show the real impact these efforts have had and the kind of results that can be achieved.
Caring Together
Caring Together partnered with Granite 5 to raise awareness of their services for unpaid carers across the East of England. Through a strategic combination of PPC and content strategy, and by optimising their Google Ad Grant, we achieved impressive results. Organic and paid search efforts resulted in an average of 1,400 new website visitors every month and 40 new contacts within the first three months. This continuous collaboration has allowed us to evolve the campaign and ensure long-term success. Their Engagement Manager, Andy Barber, praised our ongoing work, noting that the insights we provide help Caring Together monitor and develop their projects effectively.
ODC Glass
Similarly, ODC Glass has benefited from Continuous Improvement since partnering with us in 2016. Their need for increased traffic and lead generation has been met with significant success, including a 220% rise in organic traffic and a 300% growth in leads. By delivering a user-focused, photography-led website tailored to their target audiences, coupled with SEO, content strategy, and paid search marketing, we’ve helped ODC Glass achieve long-term business growth. Managing Director Tim Hedges expressed his appreciation for the Continuous Improvements we’ve driven, stating that the new website looks amazing and their web traffic and conversions have seen great results.
Got questions about Continuous Improvement? We’ve answered the most common ones below.
1. What does Continuous Improvement mean in digital marketing?
Continuous Improvement in digital marketing means an ongoing strategy of optimisation and growth instead of one-off campaigns. It’s based on the Kaizen philosophy and involves a long-term partnership with Granite 5 to continually refine SEO, PPC, content, and design so your marketing adapts and scales with your business.
2. How does a Continuous Improvement marketing plan work?
A Continuous Improvement marketing plan works by setting a fixed monthly or annual budget that covers ongoing services. Granite 5 then uses the SOSTAC framework to create, manage, and optimise strategies such as SEO, PPC, content, and design, with regular reviews to improve performance over time.
3. What are the main benefits of Continuous Improvement for my business?
The main benefits of Continuous Improvement are predictable marketing costs, faster response times, and long-term strategic focus. Businesses also gain better value, proactive solutions, reliable support, and access to the latest marketing innovations to stay ahead of competitors.
4. How do I know if Continuous Improvement is right for my business?
Continuous Improvement is right for your business if you spend more than £12,000 a year on marketing and need ongoing support. It’s ideal if you require quick turnaround times, have regular creative or content needs, manage multiple platforms, or run long-term campaigns.
5. Is a project-based marketing approach better than Continuous Improvement?
A project-based approach is better if you only need one-off marketing work. It’s most suitable for businesses with a small budget, very specific short-term requirements, or limited ongoing marketing needs, while Continuous Improvement is designed for sustained growth.
6. How much does Continuous Improvement cost for businesses?
Continuous Improvement usually costs between £12,000 and £60,000 per year for small and medium-sized businesses. Exact pricing depends on your goals and needs, and may also require a separate advertising budget for PPC or paid media campaigns.
Ready for a long-term partnership?
A Continuous Improvement plan with Granite 5 results in a true partnership. We’ll work hand-in-hand with your team to ensure that your digital marketing not only runs smoothly but also adapts and grows with your business. Our shared focus on success ensures that your goals are met and exceeded over time.
Get a free marketing audit!
Ready to take your business to the next level with Continuous Improvement? Contact us today to arrange a consultation and receive a free marketing audit. We’ll analyse your current digital marketing strategies and provide tailored recommendations to help your business thrive.
