As your business enters a growth phase, marketing techniques become even more essential to ensure that your expansion efforts are both targeted and effective. Whether you’re introducing new products or expanding your market share, a strong marketing foundation is crucial to scaling your business successfully.
Here are four transformative marketing techniques to help your growing business succeed:
1. Create a Scalable Marketing Strategy
No matter how innovative or high-quality your product or service is, growth is unsustainable without a clear marketing strategy. Scaling businesses, in particular, need a strategy that adapts to the increasing demands of new markets and customers.
What is a Scalable Marketing Strategy?
A scalable marketing strategy is a dynamic plan that evolves with your business. It should focus on long-term growth, leveraging data and analytics to make informed decisions. Your strategy must include identifying your target audiences, expanding into new markets, and utilizing digital platforms that can grow alongside your business. Incorporate automation tools, such as customer relationship management (CRM) systems and email marketing platforms, to streamline operations and keep pace with scaling demands.
Example: If your business is expanding geographically, your marketing strategy should include localized SEO and targeted advertising to engage customers in new areas. Tools like Google Ads or Facebook Ads Manager offer options to scale campaigns quickly and efficiently.
Resource: InMarket offers a comprehensive guide to building a scalable digital marketing business model.
2. Be Everywhere Your Customers Are
As your business scales, it’s essential to maintain visibility across multiple channels. An omnichannel presence ensures that your brand reaches potential customers at various touchpoints—whether through your website, social media, or targeted ads.
Why Omnichannel Marketing is Critical for Scaling:
An omnichannel strategy allows businesses to engage customers seamlessly across multiple platforms. For growing businesses, this approach boosts visibility, brand recognition, and, ultimately, sales. By leveraging tools such as social media scheduling platforms (e.g., Hootsuite) or omnichannel marketing tools (e.g., HubSpot), you can manage campaigns at scale, ensuring consistency in messaging as your business expands.
Example: A scaling e-commerce business might use email marketing to nurture current customers, social media ads to attract new buyers, and retargeting ads to capture customers who abandoned their carts.
Statistic: Companies with a strong omnichannel presence retain 89% of their customers compared to 33% for companies with weak omnichannel strategies (Invesp).
3. Engage with a Growing Audience
As your business grows, your audience will naturally diversify. To keep pace with this growth, you need to engage with customers in ways that resonate with their specific needs and interests.
How to Maintain Engagement While Scaling:
Create personalized, targeted content that appeals to different segments of your growing customer base. Use tools like customer data platforms (CDPs) to segment your audience and tailor your messaging accordingly. Interactive content, such as polls, quizzes, and personalized recommendations, can foster deeper engagement and improve customer retention.
Example: If your business provides SaaS solutions to small and large enterprises, create separate content streams that speak directly to each audience segment’s unique challenges and goals.
Resource: Consider exploring Mailchimp for advanced audience segmentation and personalized email marketing.
4. Position Yourself as an Industry Expert
Building authority and credibility within your industry becomes vital as your business scales to attract larger, more sophisticated clients. Being recognized as a thought leader in your field helps differentiate you from competitors and fosters trust among your target audience.
How to Leverage Thought Leadership for Growth:
Develop a consistent content strategy that highlights your expertise. Whether it’s through blog posts, whitepapers, webinars, or podcasts, provide value to your audience by sharing industry insights, tips, and trends. Additionally, speaking at industry conferences or guest posting on reputable platforms can elevate your profile.
Example: A scaling manufacturing company might publish a series of articles about innovations in sustainable production. Over time, this content positions them as a forward-thinking leader in their industry.
Resource: LinkedIn Learning offers courses on thought leadership and content marketing that can help you establish authority as your business grows.
What Else You Need to Know
Scaling businesses must invest more heavily in marketing to support rapid growth. For companies in a state of growth, marketing budgets can sometimes reach up to 30% of annual sales. However, this investment is crucial for increasing brand awareness and gaining new customers.
A well-rounded marketing strategy for scaling businesses should include a balance of effective marketing techniques such as digital advertising, organic social media engagement, content marketing, and public relations. By using data and automation tools, you can optimize your marketing efforts and ensure that your business continues to grow.
At NAVARRO CREATIVE GROUP, we specialize in creating scalable, data-driven marketing strategies that drive growth for expanding businesses. Contact us today to discover how we can support your growth journey.
About the author
Wendy Navarro, CEO
Wendy is the results-driven CEO of Nashville Area Digital Marketing Agency NAVARRO CREATIVE GROUP. Since 2015, she has been helping clients transform business expertise into brand authority by leveraging innovative marketing strategies.
