Hustle Mate is a low-cost monthly membership for freelancers, side hustlers and self-employed business owners. For £5 a month, members get access to guidance from a Chartered Accountant, plus practical tools and templates to help them manage tax and money with confidence.
Hustle Mate’s founder, Chris, is a Chartered Accountant based in East Yorkshire, supporting customers across the UK.
Over the course of six months, we supported Hustle Mate with full-service marketing to help secure the founding members of the Hustle Mate community. We now continue to support Hustle Mate with paid social ads management.
Clarifying the offer and building the marketing plan
Hustle Mate already had a website, but needed support to refine the membership offer and focus the marketing activity on a single priority: founding member sign-ups.
We started with buyer persona research to define who the membership is for, the questions people needed answering, and what would help them feel confident paying for support. That research then shaped a marketing strategy and 12-month marketing plan, with clear priorities across website, email, organic social and paid social.
We worked with Chris to agree KPIs for the first phase of growth, linked to founding member sign-ups and the key steps that support sign-up, including email list growth, website traffic, and brand awareness. We then tracked performance towards those KPIs through quarterly reporting, using the findings to prioritise improvements and keep implementation focused.
The tone of voice guidance and social media strategy we created focused on Facebook and Instagram, ensuring that delivery was consistent across channels.
“Working with And Marketing has been one of the best decisions I’ve made for Hustle Mate. They’ve supported me with everything from buyer personas and web development to social media, paid ads (creative and management), reporting, and putting the right automations and processes in place.”
+ Chris, Hustle Mate
Improving the website journey and the join experience
With a membership model, the website needs to do two things well: explain what you get and make it simple to join.
We carried out keyword research and an SEO audit to identify how people search for support with self-employment tax and money, and where Hustle Mate could be more visible. In parallel, we completed a UX audit to identify points of friction in the user journey.
From there, we delivered website improvements including:
- SEO updates to strengthen relevance and improve organic visibility
- UX improvements to make key information easier to find and more likely to convert
- Website copywriting, with a focus on a clearer, more conversion-focused ‘Join’ page leading to paid checkout
We also created email newsletter templates and set up email automations in Squarespace, including copy and design for the emails, to support ongoing lead nurturing and membership communications.
Lead generation through a lead magnet campaign
To grow the email list and support founding member sign-ups, we created a lead magnet campaign centred on an educational ebook: The self-employment tax playbook.
We researched, wrote and designed the ebook, then built the supporting assets needed to turn it into a working acquisition route.
Our work included:
- Landing page and satellite assets to support sign-up and download
- An email sequence to deliver the ebook, introduce the membership and guide prospects towards joining
- Meta paid ads to promote the ebook and grow the email list
A strong foundation for membership growth
Our work helped Hustle Mate secure founding members and grow their community, supported by a clearer offer and a more direct path to purchase.
Results included:
- 650+ new social media followers across Facebook and Instagram
- Website traffic increased by 248% in 6 month period
- Organic search traffic increased by 132.5% in the same period
- Converted early interest into paying members
- Growth of the email list, particularly through the lead magnet campaign which attracted 150 sign ups in the first two months
- Improved brand awareness, with paid ads reaching more than 129,000 people
We continue to support Hustle Mate with paid social management, and look forward to working with Hustle Mate on further marketing in the near future.
“What I’ve valued most is how Michelle and Beckie show up: honest, pragmatic, and straight-talking, but also genuinely great at listening and understanding what I’m trying to build. In a short space of time they’ve helped improve both the business and my confidence as a founder. They came highly recommended and I wouldn’t hesitate to recommend them!”
+ Chris, Hustle Mate
Looking to grow your business?
Whether you’re securing your first customers or looking to reach new audiences as your business grows, we can help. Get in touch to see how our full marketing service can support your next stage of growth.
Digital Marketing Executive at And Marketing. A seasoned digital marketing professional with extensive experience supporting a wide range of businesses (B2B and B2C) with digital marketing strategy and implementation. Beckie is a specialist in social media marketing and has supported hundreds of businesses to grow by utilising social media in strategic and creative ways.
