How do you scale a business? The answer to this question can be different depending on your industry, but in the world of digital marketing, there are some universal truths that apply regardless of your situation. In this guide, we’ll go over 6 strategies you can use to scale your business through digital marketing, from where to start to how to measure success along the way. Let’s get started!
Email marketing is one of most effective tactics for scaling a business. And it’s easy to set up, too. You just need a list of subscribers—people who opted-in for your email newsletter (or whatever you call it). There are plenty of email marketing platforms, including MailChimp and Constant Contact, which make it easy to create templates and send automated campaigns. To scale your business further, you’ll need an email service provider (ESP) such as ConvertKit or Drip. This means that each time someone subscribes through your website, their information gets immediately added into a subscriber database hosted by your ESP.
Of course, you can use social media channels to launch a new business or keep your current customers up-to-date. However, if you want to scale your business beyond your personal network, then it’s essential that you familiarize yourself with digital marketing channels and platforms like Facebook ads, Instagram sponsored posts or TikTok videos. If you don’t want to pay for these services and need more help scaling quickly (as in fast!), then consider posting infographics on viral sharing sites like Reddit or StumbleUpon. These channels get tons of traffic and are completely free.
Only a small percentage of content online is shareable, so focus on creating something your customers will want to post on their Facebook wall and share to their family and friends. How do you know what people want to share? The most effective way is to get in front of your target audience and talk to them about what they’re looking for. Are there industry-specific websites where people share ideas? What kinds of resources are popular in your niche? A quick scan through social media can also provide valuable insights into content that resonates.
Affiliate programs let you promote products from other businesses and then receive a commission for every sale they make. These programs aren't just valuable because of their recurring revenue stream, but also because they allow you to scale your business easily. Affiliate marketing is a great way to maximize your profit potential and take advantage of digital marketing channels.
You’ve created an effective digital marketing strategy, but how do you know if it’s working? Take analytics tools into consideration when scaling your business. As a small business, you’ll likely rely on standard tools like Google Analytics. However, as your company grows, so will your analytics needs. Google Analytics can only take you so far and other tools are needed for more comprehensive solutions. Look for solutions that tie all of your web data together in one place so that you can get a full view of how each piece of content impacts your sales cycle.
Bringing in a team is always a good idea if you are trying to scale your business. You can't do everything yourself and depending on your industry, you may need some special expertise. As an entrepreneur, you are responsible for defining what tasks need to be completed and how they fit into your overall vision, but it's often easier to focus on marketing or development tasks if you don't have direct experience in that area. Bringing in talent who is better suited for those roles will give you more time to focus on larger initiatives and strategising about growth.
It can be difficult to tell when and what you should outsource in your business. But if you are experiencing any of these four things then you’ll know for sure!