Excellent, your company is growing faster than you can even believe. You’re feverishly hiring new employees, expanding your inventory, and even searching for a larger office space. Growth is never a bad thing, but it’s not something that can be handled with a sense of unbridled optimism – you can’t afford to ignore the ways that your business’s growth can affects its core values and strategies. As you’ve marketed your small business up to now, you’ve probably had some small campaigns that have worked well – combined with a lot of local personal relationships, and word-of-mouth momentum. That’s all about to change, and you have to make sure it’s for the better. In this article we’ll take a look at how you can adapt and prepare your marketing strategy to keep up with the rapidly growing size of your business – take a look!
Raw Volume – Market on Your Level
If your products and services have spread like wildfire, you’re no doubt enjoying and celebrating what seems like your just desserts. This is great, the quality of your business has earned it the growth it deserves, but at the same time, you’d be quite foolish to assume that this kind of growth will continue just using the low-volume exposure you’ve been giving your business. It’s time to understand your company’s potential, and market on the high-volume level that will keep you at your new, larger sales numbers. This means casting a wider net, and investing more in your marketing that you ever have before. For example, if you’ve been sending out direct mail campaigns to your existing customers with coupons and new products – you need to add on entire zip codes now. Consider using the USPS’s new EDDM program to literally mail to every address in a given zip code, at a reduced postage rate. By printing a custom postcard mailer with a great generic marketing message, you can grow your customer base to the level of entire communities.
Remembering Your Values
As you move your marketing to new mediums, and generally tailor it to a larger scale – you’ll need to make sure you aren’t forgetting your core values either. These are the same values and messages that earned you customers in the first place. For example, if you’ve been selling baking products that are higher quality than what’s available at the grocery store – you don’t want to start using language like other products at the grocery store use. Even if you’re taking your brand to a larger scale, it’s not inappropriate for you to act like a smaller company when it comes to the way you talk about your products – and the way customers relate to them. This is a personal relationship that every customer shares with the products they consume – and the success you’ve seen here as a smaller, perhaps local business is one you want to nurture and keep. You just want to expand the amount of people who have this close and intimate product relationship with your brand.
Tracking Your Marketing: an Absolute Must!
In the older days when your business was smaller, it may have been okay to spend a little money on marketing and advertising, and just hope that it paid off… or maybe it didn’t – oh well, whatever… That approach isn’t going to be acceptable on your new high-volume, high-octane level of marketing. You’re going to be investing substantially more in your marketing efforts, so it’s absolutely essential to be able to track what’s working with your spend and investment. Things like unique phone numbers for targeted campaigns, unique coupon codes – and even unique customer landing pages; all of these things are going to tell you what’s working in your marketing, and who is and isn’t buying from you. Work with some consultants or companies that really know what they’re doing here – and you’ll get the data that makes a difference, so you can optimize your marketing spending over time, to always get the absolute most from it.