Trying to scale a business is tricky!
As somebody who has ran businesses and is currently running her own marketing agency, I can tell you that growing your brand is no mean feat. It’s stressful, it’s nerve-wracking, it’s frustrating- it’s an all-out nightmare sometimes.
But if you can nail that magic formula of guaranteed scaling success, it’s so worth it. There’s nothing more satisfying than watching your passion project grow before your very eyes, and investing time and work into creating a successful business model is incredibly rewarding, and will pay huge dividends in terms of your returns.
So in order to share my expertise with you and help you achieve the business growth you’re hoping for, I want to share some of the common mistakes that come up time and time again when businesses try and fail to scale, in the hope that you can use these mistakes to inform your own strategy, and see some fantastic success for yourself!
Let’s get to it. 👊🏻
1. Not Having Your Foundations Right
So many businesses dive straight into scaling, investing a lot of money and effort into trying to generate business growth, without taking the time to examine their foundations first, which is madness! 😨 You can’t build a business from the top down, it’s simply not viable or sustainable, and if you don’t make sure you’ve laid the groundwork for solid growth, your company will crumble under the weight of increased sales volumes.
For example, I’ve spoken to so many clients who have funneled huge amounts of money into their marketing budgets in order to drive traffic to their website and generate sales, however, when I dove deeper into the backend of their business, there was no way they could sustain higher demand for their product! Their stock levels were practically non-existent, their website lagged under increased traffic, and they didn’t have a large enough team to deal with a sudden influx of customer service queries, not to mention the fact that they simply didn’t have the time to be personally packaging that many orders. It was absolute chaos. 🤦🏼♀️
Obviously EVERYBODY wants to see their business booming (why on earth wouldn’t you?!), but it’s important to make sure you’re building a solid foundation before you try to supercharge your scaling efforts. This means taking the time to really nail your business model, and asking yourself:
- Is my website up to scratch? Could it run quicker, look more professional, or convey my branding better?
- Can my stock levels cope with increased demand?
- Are my margins high enough that marketing and ad campaigns will be able to generate enough of a return to justify the spend?
- Am I taking the time to really perfect the customer experience, whether through engaging with my audience on socials or via email marketing, or giving excellent customer service?
And the biggest question of all, the one you may be afraid to ask yourself because you’re scared of the answer: ‘is my product even any good?’ No matter how much work you put in, if the harsh truth is that your product is just not that great, or doesn’t really hold any value, then you are pretty much doomed to fail!
2. Trying To Do Everything In-House
It can be hard to give up control when you’ve worked so hard to build your business, I totally get this. I’ve been known to be a bittttt of a control freak myself.
The urge to want to manage every aspect of your brand can be practically irresistible, but this can be a massive drain of your time, and one of the worst mistakes a brand owner can make! Knowing where your energy is best spent, and what will be the most effective use of your skills is such an important lesson to learn, and although it may seem counter-intuitive, paying other people to do work for you can actually save you money. If you’re a business owner, you don’t need to be spending your valuable hours that could be used managing your company, sat at home making graphics for your marketing campaigns, or endlessly scrolling through Instagram replying to customer comments!
Although it may be a little more expensive upfront, hiring freelancers or agencies to take over certain aspects of your business that are not in your wheelhouse can be massively beneficial, and I can’t recommend this enough. Not only will this free up more time for you to focus on avenues that will drive profit to your business, it will also lead to a higher quality of work because you’ve hired somebody with more time to focus on the task at hand!
Top Tip: need some graphics created in a pinch, and you aren’t that handy with Photoshop? Tools like Upwork and Fiverr can help connect you with freelancers that can create one-off work for you quickly, and often for an affordable price!
3. Not Establishing A Clear Marketing Strategy
So now you’ve read this, you’re ready to go full steam ahead to scaling success, right?
Don’t just dive in and start attempting to scale without first sitting down and hashing out a solid marketing strategy for your business. If you blindly start creating ads and putting out content with zero plan for what you want to achieve or the image you want to convey for your brand, there’s 100% likelihood that your customers will pick up on the lack of cohesion and be completely turned off. 🙅🏼♀️
It may seem time consuming, but it’s so worth it to create a solid plan for your content and creative you want to create, and how you’d like to use these to drive traffic and sales on your website. When you’ve established clear goals and really nailed down what you want to achieve, you can then begin creating your ad campaigns and social content, which will start to create that engagement and conversion you’re looking for!
It’s all about seeing the bigger picture. It’s easy to just quickly create a Facebook ad that probably will inspire a few customers to your website, but you need to consider how your ad strategy ties into your business model, and how the brand image you curate will feed into your overall plan to scale your brand. A great way to create a well-thought out marketing strategy is to make the most of tools like Asana or Trello to manage projects and catalogue your ideas effectively, which you can then build upon when developing your marketing strategy! Remember, websites like Klaviyo and Mailchimp can also be amazing for helping you create automated email marketing campaigns, rather than you just sending out emails as and when you feel with little brand value.
So, how are you guys feeling? Are you ready to scale, or do you need to go back to the drawing board? Let me know!
And as always, make sure you check out my FREE Facebook group Ads for Success for more helpful hints!