One of the key elements of any digital marketing strategy is the ability to scale. What happens when your strategy is not able to meet your demand for growth? How can you be sure that your strategy does not only work now, but also further down the line?
There are a few things that will make it easier to scale your marketing strategy in a way that benefits you now and later. Keep reading to get our tips on how to scale without disaster.
Simple Ways to Scale Your Marketing Strategy
Some things to keep in mind to ensure that your market strategy is adaptive and designed to grow include the following:
- Determine which marketing efforts have added the most value. There is little point trying to scale a strategy that is not adding value. The first step should be to evaluate your current efforts. What has been working, what is no longer working, and what can be adapted as your objectives evolve? You may find that you have not needed to put much effort into email marketing with a smaller subscriber base, but as you grow, you may find that lead generation is worth considering. Likewise, you may find that the launch of your custom app leads to natural progression of your mobile strategies. On the other hand, you may find that you no longer need to focus as much on channels that are no longer serving you.
- Choose solutions that can grow with your needs. The best systems to look for are those that offer a more integrated approach to marketing. These could include CRM tools, lead generation and email marketing tools, mobile marketing tools, ecommerce marketing tools, SEO, content marketing, social media and online advertising. Issues with scaling happen when systems are limiting, outdated and unable to integrated with your existing strategies. Stand alone systems can be a big challenge, while highly customised systems can also be something to look out for if they are not made to adapt and grow with your needs.
- Automate processes wisely. Finally, it is also worth noting that, although marketing automation is a highly useful tool for growth, processes should always be automated wisely. When automation is used blindly year on year, without a clear plan on how you will adapt, the result can be catastrophic. Engagement should play a big role in your growth. Processes that are automated without engagement will not end up being effective at all. That’s not to say automation should be ignored however. The best way to get the benefits of automation in a way that allows for long-term growth is to focus on processes that drive the most value, such as email marketing or lead nurturing for example.
Simply put, scaling does not having to be the end of the world… if you do it right. We hope that these tips make it easier to take your marketing strategy to the next level.