Impression
About the Company
Impression is a digital marketing agency based in Nottingham, UK, co-founded by Aaron Dicks and Tom in November 2012. Initially, the business was a side project for the two founders, who were working full-time jobs at the time. They aimed to create an agency that could integrate seamlessly with clients' marketing teams and meet ambitious growth targets.
The company started small, operating from their bedrooms and working evenings and weekends. Their services focused on helping SMEs with paid media, SEO, and digital PR campaigns. Six months after founding Impression, Aaron transitioned to consultancy, allowing more time to focus on the business without significant financial pressures.
Today, Impression employs 103 people and operates from two offices in Nottingham and London. The company has evolved its service offering to become a strategic partner for clients, not only executing but also researching and devising marketing strategies. They are on track to hit their next revenue target of £10 million.
Idea Behind Company
Aaron and Tom's backgrounds in computer programming and web development played a crucial role in forming the idea for Impression. Aaron, self-taught in programming, stumbled into search marketing during a part-time job in university, where he learned about SEO and PPC marketing. This experience opened his eyes to the potential of applying technical skills in digital marketing.
After university, Aaron and Tom found themselves working together in a renewable energy business in Nottingham. They were exposed to various digital agency business models and quickly identified what worked and what didn't. Their dissatisfaction with existing agencies' inability to integrate fully with marketing teams led them to consider starting their own agency.
The lack of a local agency in Nottingham that met their standards, coupled with their entrepreneurial spirit, spurred them to create Impression. They started with a small client base, including connections, charities, and family friends, and invested in SEO to capture local demand. This foundational approach set the stage for their growth.
Creating the Company
Impression was built without initial savings or loans, relying instead on profit-funding from day one. Aaron and Tom started slowly, working with connections and leveraging their technical skills to provide website design and development, alongside digital marketing services. Their ability to capture local commercial demand through SEO helped establish a solid client base.
Their service offering evolved based on a combination of skills, hiring decisions, and client demand. Initially focused on website design and development, they soon realized their strength in digital marketing and advertising. This shift was supported by early client results and testimonials, which validated their focus on SEO and PPC advertising.
As a smaller agency, Impression offered direct access to specialists without an account management layer, which was appreciated by local clients. Over time, as the company grew and average client size increased, they introduced account management to better serve larger clients. Competing initially with local businesses, they soon began pitching for work from businesses further afield, including international media agency groups.
Launching the Business
Launching Impression involved several strategic decisions, starting with choosing a name that was relevant to digital marketing and available as a domain. They settled on "Impression" after considering over thirty names and negotiating to acquire the domain impression.co.uk. Aaron and Tom built and designed the initial website themselves, leveraging their expertise in digital marketing to promote their services.
The launch strategy was a soft launch, using their network to gain initial clients and reduce the pressure of immediate financial performance. This approach provided a financial cushion, allowing them to transition to full-time work on Impression and focus on growing the business. Within 18 months, they established a firm financial basis, began advertising, moved into physical premises, and hired their first team members.
One key lesson from the launch was the importance of building brand awareness early on. Initially focused on SMEs, they later adjusted their marketing strategy to target larger clients. This shift helped them grow their client base and expand their reach, setting the stage for long-term success.
Earnings
Impression's business model emphasizes customer retention and monthly recurring revenue, ensuring stability and security for the team. Proactive client engagement, including regular reviews and strategic planning meetings, has been crucial in retaining and scaling accounts. In 2019, they hired their first client success manager, growing this team to 10 members focused on client retention and renewals.
Early investments in SEO played a significant role in attracting new clients, driving many of their initial business inquiries. Winning industry awards, such as the European Search Awards for PPC Agency of the Year in 2017, also boosted their visibility and credibility, leading to increased inquiries and new business opportunities.
Today, Impression employs advanced marketing strategies and tools to measure and optimize performance. They use a CRM and marketing automation platform to track leads, opportunities, and campaign effectiveness. This data-driven approach allows them to monitor performance across channels, from website visitors to converted sales opportunities, ensuring sustained growth and profitability.
