Succeeding in business depends on scaling customer growth.
All of the marketing activities won’t matter if it doesn’t translate into growing the size and revenue from the business’s customers. There are a few considerations that you must keep in mind if you want to scale your business quickly during its infancy.
Optimise the conversion process.
Startups usually have little financial capital to invest and they have an urgent need to generate a high return on investment so they can reinvest and grow their business. In order to achieve this, the lead generation and sales funnel needs to be optimised for conversions. Some of the conversion rate optimisation methods that you should implement include:
Getting leads onto an email or lead generation database.
Using effective calls to action.
It’s important that your site tells people exactly what they should be doing in order to generate sales for your business. Ensure that images, callouts and call to action buttons are used effectively on the website.
Capture leads by using pop-up boxes.
Leadpages is a great tool to use for capturing leads with pop-up boxes on your site.
You can split test the different leadboxes, which include a timed pop-up, exit or click-trigger box. You will be able to create many different types of boxes to work out which ones will give you the best conversions.
Ultimately, proof of what you promise will yield you more customers and referrals over the long-term. Add testimonials, guarantees, reviews and endorsements of your products or services. This will minimize the perceived purchase risk and should allow you to get more sales over the long-term.
Focus on building a unique value proposition that will differentiate you from your competitors in your market.
Before your business starts to do any kind of marketing activity, it needs to identify and promote its unique value proposition. It needs to resonate with the needs or wants of a scalable market.
A great example of this is in the soft drinks market.
If you think about why you purchase Coca-Cola, the thing that would pop into your mind is that the drink makes you feel refreshed and it tastes great. At its core, Coca-Cola isn’t anything more than sugary soda water. Purchasing a standard sized can will set the customer back $1 or more, depending on where they are purchasing it from.
When this is compared to purchasing 1 litre of fuel, which costs around $1.20-2.00 per litre, Coca-Cola is far more expensive. Yet, people will complain about the price of petrol, but they are happy to pay for a more liquid that is more expensive.
The reason for this is that Coca-Cola has done a good job of promoting their unique value proposition, which is refreshment. This is the core of their brand promise. Their entire promotional strategies focuses on differentiating them from the competition. Additionally, they market their product at a price point where the value of their refreshment outshines what other competitors can offer (including bottled water companies).
Demonstrate expertise through published pieces, which can be promoted at scale.
Publish blog posts on your own blog, guest blogs on other blogs that have a large audience, participate in recorded webinars, podcasts and videos. Upload these to platforms that can give you exposure to your target audience. (For example, the iTunes Store or YouTube).
Once you have developed these pieces, promote them either organically, or via paid advertising methods. You can use platforms like Adwords, Google Display Network, Facebook, Taboola and Outbrain to maximise your exposure.
Once you start implementing these tactics, you will be able to grow your customers quickly over the coming months.