In order to grow your business, you need to have a plan, a detailed course of action and be ready to expand your reach and your infrastructure at the same time. Nevertheless, it’s quite hard to coordinate between a growth in your capacities and the growth in the desirability of your products/services. If the demand exceeds the capacities, you’ll be forced to refuse work, which is never a pleasant thought, while allowing your capacities to exceed the demand might be even worse. So, here are several strategies to scale your business instead of allowing it to grow faster than you can keep up.
Create Tutorials
One of the best ways to create content that adds value to your brand is to make tutorials. People who decide to make a purchase will most likely try to look up if there’s an authentic guide or tutorial, issued by the same brand that sold them the item. In this way, they can rest assured that the showcased item is the same model as the one they’ve purchased. Another way in which this contributes lies in the fact that, if they find the tutorial useful, they are more likely to share, like or leave a positive comment, out of gratitude. In this way, you gain a two-fold benefit. One, you provide a complete customer experience and two, you increase your reach and boost your online reputation.
Reach out to Adequate Influencers
It goes beyond saying that there are some influencers out there who can give you a stellar boost even by slandering your corporate name online. The perfect example of this can be seen on the beef between Elle Darby and Charleville Lodge Hotel, which, jokingly even sent her an invoice for €5,289,000 after she accused them of bullying her online, which resulted in a massive increase in their brand awareness. In reality, however, this is not such a great idea, seeing as how a PR scandal might not always work in your favor and, as such, isn’t something that you can rely on with 100 percent reliability.
Another problem when it comes to dealing with influencers lies in the fact that you can’t always afford such publicity. A-list celebrities will not praise you on random, seeing as how brand placement is, more or less, one of their main streams of income. Therefore, you need to look for influencers that you can actually afford and from which you can get an adequate ROI. This is where you need to look for micro-influencers, local celebrities and niche authorities.
Base Your Strategy on a Feedback
One of the most important things you have to learn is how to make data-based decisions instead of acting on impulse. Still, in order to make these decisions, you first have to be 100 percent sure that the data you’re gathering is reliable. Therefore, you need to embark on an extensive social media monitoring campaign, which is a complex digital marketing task, you might not be able to do on your own. In 2018, all of this work is done in a digital environment, which means that you aren’t restricted to local companies. So, you can find a way to outsource to a media monitoring agency, regardless of the location of the headquarters.
Focus on Return Customers
Re-targeting customers could be much more efficient than attracting first-time visitors. To create a positive impression the first time around, you will need to focus on users satisfaction. For example, if you run an online shop, you can hire a Shopify agency that will create an eCommerce website suitable for your business and customers. This way, you already have a 27 percent chance that people will return on their own.
The second time around, you have so much more data on them. For instance, now that you have the info on what they were browsing the last time around, so, this time you can offer them a discount on the item they showed interest in. Needless to say, this kind of intelligent post-sale follow up and re-targeting gives you great results.
Don’t Skip a Platform
One of the most common mistakes that small businesses make is believing that they can just ignore a network since they believe their audience isn’t that interested in it. For instance, as a tech startup, you might set your blog and your YouTube account as priorities, while completely neglecting the need to make a Pinterest account, as well. This, however, is quite short-sighted, due to the fact that just making an account doesn’t cost you any resources. Sure, LinkedIn, Facebook and Instagram pages are completely mandatory but this doesn’t mean that you shouldn’t diversify as much as you can.
Don’t Buy Email Lists
Finally, there are some services out there that can offer you to buy some email lists and while this may seem like a great shortcut, it’s probably not something you want to do. Think about it, an email list you’ve grown on your own gives you an access to people who are actually interested in your products/services, while with these purchased lists you have, more or less, random success rate. Therefore, the size of the list may mislead you and make you believe that your company is performing far better than it actually is.
Conclusion
In the beginning, your progress may seem a bit slow, yet, keep in mind that your business grows exponentially and not linearly, which is why you might come to see the results of your hard work sooner than you expect.
A digital marketer from Sydney. Works as a blogger, Senior Editor for Bizzmark blog and a lecturer at Melbourne University. Tweets industry related articles.
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