Scaling your marketing strategies is key to business growth. For example, long landing pages generate 220% more leads than short above-the-fold calls to action, Forbes reports. Although scaling marketing is an essential for expanding your operations, it involves plenty of challenges. With careful planning and consideration, you can keep your marketing efforts agile while continuing to win customers and drive business growth.
Assess your current strategies: are they scalable?
While scaling your marketing efforts is effective when done right, you run the risk of overcomplicating things and blocking collaboration and productivity if you don’t plan well. Fortunately, you can eliminate any disruptive growing pains by initially assessing your current strategies. Identify areas generating positive return and areas you can streamline or eliminate if they’re not working well. To clarify whether you’re ready to scale, you should also be able to clearly define how your brand differs from key competitors in areas you want to expand. You need to first know how to attract and keep your existing customers and use that knowledge to grow sustainably in order to scale.
Delegate where you can
45% of CMOs spend most of their time reviewing and approving marketing plans, budgets and campaigns, while 42% spend most of their time in meetings. 55% wish their time could be freed up to implement effective marketing strategies, while 66% want more time to work on business strategy. Since good decision making takes time, you should make sure you’re working on the most important strategies yourself and delegating everything else. For example, standardizing recurring marketing processes (like planning and publishing content or event promotion) with simple templates can help your team make good decisions about current strategies. Reporting dashboards also let you quickly measure and share performance results, in turn helping everyone stay on track and work towards shared goals. You’ll then be in a better position to focus on executing new marketing strategies and take your business to the next level.
Track your success
Tracking the success of your marketing strategies is key. Yet, merely 23% of businesses are exceeding their profit goals, while 74% of those not reaching their goals don’t know how many leads, monthly visits, MQLS, or sales opportunities they need. Knowing which strategies are generating value is essential for being able to enhance results, improve leads, and boost ROI. In addition to tracking basic marketing KPIs, advanced metrics like MQL to SQL ratio and unengaged subscribers will give you deeper insight on your marketing performance and what needs to be improved. Additionally, rather than just measuring campaign results alone, it’s beneficial to also track the efforts involved in them. So, track whether the outcomes of your campaigns justify the time and resources involved, as well as whether your efforts generated the outcomes desired.
When you’re ready to expand your operations, scaling your marketing efforts is essential. By assessing your current strategies, delegating tasks, and measuring your campaign success, you can ensure your marketing strategies grow smoothly with your business.