A Meditation on Your Growth Strategy

“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products”

– Brian Halligan

 

2017 is in full swing, and it’s time to keep the pace going strong as you come into spring. A growth mindset is the key to getting the repeated successes you need to expand, optimize and continue to win in your market segment.

Stop Focusing All Your Resources
on Content Creation

It’s easy to get caught up on the production part of content marketing, but that’s the tip of the iceberg. If you want to maximize your growth, you need to start with the promotion and distribution of your content in mind. Think about the channels that work best for your company. You want to develop your content so it works best for those audiences. It helps if you write out the promotional messaging before you even create the content. You frame everything around it and keep a consistent style between the pieces.

It’s Time to Integrate It

Marketing channels don’t exist in a vacuum when you’re aiming for growth. Everything that you do with one promotional tactic has an impact on the others, and you need a plan to keep it cohesive.

Identify ways to make your marketing work together as a unified whole. Promote your blog posts through your email, use paid ads to distribute your e-books and talk up your webinars on forums. You get the picture: Let everything you do build up each part of the process.

Build your growth strategy around the concept of a digital marketing ecosystem. Think about how your creatives, content and other assets can provide the best outreach opportunities. Focus on your most productive distribution channels first, with the majority of your resources going there. You also want to mix in some of your solid channels that have a lot of potential, and a few experimental options.

The primary reason for adding in channels beyond your main ones is to try out new ways of reaching your existing audience and expanding your reach. While you don’t always have successes with new platforms, for every failure, you have the chance to get a breakout hit. You also have a competitive advantage if you get in early enough on new channels, as the early adopters are often the ones that can get the most out of the traffic that develops on these successful networks and sites.

Test and Test Again

You need visibility into why your digital marketing efforts work before you can consistently grow. What testing do you have in place to give you the information you need for your growth strategy?

Your analytics tools should provide you with enough information that you can understand exactly how to build yourself up. You need to gather data from every aspect of your campaigns, because you may not necessarily find actionable insights without looking over everything for comparisons. Analytics tools that are entirely focused on one area can be useful for getting deep dive information, but you need an overview so you don’t end up missing the forest for the trees.

Give your old campaigns and content the same attention that you’re giving everything you’re putting out right now. These audits can give you unexpected insights into tactics that were very successful but simply didn’t have eyes on them to identify their existence. Too many companies overlook the need to test and adopt a data-driven growth mindset for their marketing efforts, especially when it comes to content marketing.

If you ignore this part of the process, you’re willingly putting blinders on and gambling with your business resources. Testing gives you a foundation to grow off of and prevents you from making missteps that can completely destroy your budget for the year. Don’t throw away opportunities that should be coming to your company easily. Start testing everything you can think of. You’ll be surprised at what you discover.

Are You Ready to Scale?

When your growth strategy is successful, you can far exceed your expected pace. However, that brings its own problems if you aren’t prepared for them. Your digital marketing strategies should have scaling built in so you can avoid interruptions in your efforts. While some parts of bootstrapping are meant to be non-scalable, the methods that you want to use over the long term should be sustainable now and five years from now.

One of the best ways to prepare for scaling is to document everything possible. When you write everything down, you create a repeatable system that is executed in a consistent way. Any changes you make as part of your testing and experimentation process gets incorporated into these documents, so you keep everyone on the same page.

This habit has the bonus of helping with your hiring and employee onboarding processes. Since you have everything down on paper with plenty of details, new hires can hit the ground running and understand exactly what you need them to do to achieve your marketing goals. More information is always better than less when it comes to putting together a high-growth strategy for your company.

Author: Robbie Horwitz

As a Recruiter for Maryland Institute College of Art, Robbie realized her passion for developing creative content. Her out-of-the-box-thinking combined with strong organizational skills leads to innovative, digital marketing strategies. A natural connector, she values facilitating business partnerships that enrich Baltimore’s communities. Robbie brings over eight years of experience in the fields of marketing, sales, higher education, arts administration, and design.

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