Scale your marketing strategy
1. Establish new, attainable, marketing goals and targets.
Establish new marketing goals for new consumer segments and existing consumer segments. Use your financial projections and data on your current marketing efforts to set goals that are: Achievable. Quantifiable. Aligned with sales, marketing, and other business goals. In line with industry standards.
2. Determine the best method for scaling, like increasing your customer base, increasing order frequency, or increasing average order size.
This will allow you to select marketing channels that align with the growth lever you’ll be focused on first.
3. Determine whether you have the internal resources necessary to scale up your marketing efforts.
Evaluate your marketing resources. Determine if you have the correct number of people and the right expertise in-house to ramp up your marketing.
4. Evaluate your current marketing efforts, focusing on bright spots and underperforming campaigns.
The first place to look when scaling your marketing efforts is toward campaigns and strategies that are already working. Can you scale these efforts further through increased resources? When searching for these areas that are overperforming, use the data available, but also get feedback from customers and the sales team. What’s working from their perspective?
5. Double down on campaigns and strategies that are working, and reduce or stop efforts that aren’t producing results.
For example, if you’re running paid PPC advertising and aren’t seeing a meaningful volume of customers or a reasonable cost per acquisition, consider redistributing the financial and people resources to new efforts.
6. Look for new opportunities by experimenting with new channels.
For example, if you have a strong community of users, user-generated content and influencer marketing may be an excellent fit.
7. Identify and acquire the funds necessary to scale up marketing by presenting a budget and projections to your finance team.
Include a budget that details spend by marketing function and also over time – for example, monthly or quarterly. Also detail the impact you expect scaling your marketing budget to have in terms of increased sales or lead volume. Gain approval from your finance or leadership teams, and ask how frequently you should check in with progress updates.
8. Start work on your first projects and create a marketing calendar to plan out your efforts for scale.
9. Regularly review progress and make adjustments by putting money into resources that are working.
Scaling your marketing likely won’t follow a neat, linear path. Expect to need to make adjustments frequently, continuing to focus on putting more money and resources into what’s working and pulling back on campaigns and efforts that aren’t.