In today’s world of virtual assistants, productivity apps and freelancing sites, it’s common to think that scaling your business is easier than ever before.
While these kinds of tools do make certain aspects of business growth simpler than it was in the past, using these tools doesn't guarantee success. In fact, their widespread usage only means that more and more competition will arrive on the scene, like the multiplying number of weeds in your garden.
When it comes to scaling your business, you still need to rely on time-tested business practices to thrive in a crowded marketplace.
Leads still need to be generated. Fulfillment still needs to be world-class. And the bottom line still needs to be the bottom line.
One way to avoid getting trampled by your competitors (or worse, completely passed over by the marketplace) is to grow your business until it is too big to ignore. Scaling your business affords you many advantages, from greater brand recognition to the ability to outspend your competition for a great market share.
But how do you earn the right to run with the big dogs? What are some of the traps you need to watch out for? And perhaps most importantly, how do you increase revenue without crushing your team under a mountain of extra work?
Before answering each of these questions, let’s start by defining scalability, and what it means for your business.
If you are setting out on a journey, the first thing you will need is a clear picture of where you are going. This is equally true for any business objective, including scaling.
In order to scale your business, you first need to understand the concept of scalability. One of my favorite definitions of scalability comes from Patrick Bet-David:
Scalability is for your business to have a life of its own, where it grows, with or without you, exponentially.
The key to giving your business a “life of its own” is by automating many of the tasks that would normally require you or a member of your team to do manually.
The specifics of how you automate some processes will depend on your business model. As they say, “the devil’s in the details.”
However, most of the heavy lifting required to scale can be done by having the right people doing the right things at the right time.
Not only that, but most of the systems can be built through tried and true marketing methods, many of which you may have in place in some form or another. Done properly, you can leverage landing pages, email funnels and advertisements to help you scale.
To maximize the use of these tools, you will need more than just a good plan in place. You will also need one or more talented copywriters at your disposal. A good copywriter will work with your sales and marketing teams toward specific goals, all aimed at scaling your business.
Here are 5 ways that you can use copywriting services to help you scale your business quickly:
Increased traffic and lead generation
Increased customer lifetime value
A wider reach in the marketplace
If you’ve been in business for more than a few days, you know by now that “if you build it, they will come” only works in the movies. No matter how wonderful your product is, you won’t have two dimes to rub together if you people don’t find out about it.
One of the best ways to get people’s attention nowadays is through social media marketing. Perhaps the most obvious example is Facebook. With 2.45 billion monthly active users, Facebook a treasure trove of potential leads.
Social media marketing isn’t only limited to Facebook, however. LinkedIn, Twitter, and Instagram are all great ways to drive more traffic to your website - and they all require excellent copy to get people to click through.
And that’s saying nothing of the power of video in social media marketing. Youtube is the world’s second-largest search engine, and businesses that use it effectively are capitalizing on a growing trend. Studies show that 72% of people prefer video over text when learning about a product or service.
To effectively use these channels to get people to discover and engage with your brand, you will need copywriters to create the kind of ads that actually convert.
By increasing traffic through social media marketing, you set yourself up for success in scaling your business by generating a steady stream of leads. This continuous inflow of potential customers keeps your revenue chart moving steadily up and to the right. It also sets you up for the next phase in scaling: converting those leads into customers more often.
One of the dangers to avoid when scaling your business is spending too much on ads that don’t convert. And the problem may not be the ad itself, but the part of the sales funnel that follows that ad.
For example, if your landing page has a low conversion rate, then it doesn’t matter how many people are visiting it. All you end up doing is moving a whole lot of traffic to a pointless site.
To avoid this trap, you will want good marketing copywriters on your team. Their specific knowledge of what makes people want to buy allows them to create effective (read: profitable) sales funnels and email campaigns. Moreover, they know that to create an effective sales funnel, you first need to understand your ideal customer.
This is a critical piece of the puzzle when it comes to scaling your business. By increasing the conversion rate of your landing pages, emails, and other marketing materials, you can drastically cut the cost of acquiring new customers.
Reduced cost means higher margins. Higher margins, in turn, allow you more breathing room when it comes to having capital to reinvest in the company. This allows you to take on more business without having to rely as much on outside investors. By using your own cash reserves, you avoid losing equity, which is sure to increase in value over time as you scale.
Once you are getting more leads, and more of them are deciding to become customers, the next pressing problem you will have is fulfillment. Fortunately, this can be made much easier with the help of a good marketing copywriter.
There’s a good reason why FAQ’s are found on almost any successful company’s website. Savvy business owners know the importance of customer feedback, and they use it to their advantage.
By discovering the difficulties that new customers most often have, they can cut out countless hours of customer service calls and support tickets. Likewise, the more useful, relevant information that a new client has upon signing on with your company, the stronger the relationship will be.
But FAQ’s aren’t the only tool you can use to make your customer onboarding process easier. A robust inbound marketing strategy includes content pieces that explain in-depth the ins and outs of how your business solves problems for its clients.
By hiring a top-tier copywriter to help you with your inbound marketing campaign, you ensure that each new client will be well prepared to work with your team.
By this point in the journey of scaling your business, your systems will be stable enough to consider taking things to the next level. To really achieve exponential growth, you are going to have to start looking toward expanding your reach while continuing to increase your margins.
Let’s first take a look at furthering your cost-saving strategy by increasing the lifetime value of your customers.
How you structure your offers can make or break your ability to scale your business effectively. If your company is a one-trick pony, you will be limited in the type of client that will be interested in working with you.
Conversely, if you have the right front-end and back-end offers in place, delivered at the right stage of the buyer’s journey, you could see your profits increase exponentially.
On the front end, for example, you might consider putting together a low-ticket package to get your prospect’s foot in the door. Even if the margins are small at first, as long as you deliver something that is valuable to your client, they will become true fans of your brand.
Through continued engagement with these customers via content marketing, you keep them engaged until they are ready to buy a higher-ticket package down the road.
You can also increase your customer lifetime value through strategically placed upsells. By offering complementary services, you entice your customers into spending more with you.
A word of caution here: be sure that you are adding real value with your upsells. You want to focus on providing whatever is required to get your client the result they want. Anything less and you will sabotage the trust that you have worked so hard to build with your client.
The best copywriters know all of this and are able to help you with both the structure and delivery of your offers. By harnessing the experience of a dedicated copywriter, you can use their knowledge of human psychology and offer strategy to your advantage.
The final way that copywriting services are critical to scaling your business is when you want to reach new segments of the marketplace.
Up until now, it is likely that the majority of the leads that became customers have already had a clear picture of their desired outcome. But what about those potential customers who aren’t as aware of their problems, let alone how your company can solve them?
To bring these people into the fold, you’re going to need to take a different approach.
It takes more time to convert less aware prospects into paying customers, but the payoff has tremendous potential if you want to scale exponentially. Less aware prospects represent a larger portion of the marketplace, which means a larger potential for increased revenue.
In order to bring these people through the longer buyer’s journey, copywriters use a different set of tactics.
A robust content marketing strategy is one piece of the puzzle. By creating more content aimed at the top of the funnel, professional content writers are able to reach a wider audience, even though they aren’t yet ready to buy.
Similarly, effective copywriters use different techniques in their ads and landing pages, to appeal to less aware prospects. Storytelling is one such technique. By using the power of stories, copywriters tap into core human emotions and entice the reader to want to learn more about what your brand has to offer.
By focusing on the long game in this way, you will guarantee more long-term stability in your efforts to scale your business. You will never have a shortage of inbound customers, and you will be able to continue to expand your market reach over time.
Once you have a good idea of what your business could look like at scale, you will need to employ the services of professional copywriters to make it happen. Copywriting services help you to scale in the following ways:
Increasing traffic to your site
Reducing cost-per-acquisition through conversion copy
Systematizing your onboarding process
Increasing your customer lifetime value through offer creation
Expanding your market reach
Do you feel confident that you are ready to take your company to the next level? If so, you are going to want to have the best copywriters on your team.
Here at copywriters.com, we will be glad to help you get connected with a dedicated copywriter to help you with everything you need to scale your business quickly. Book a call today to get started with one of our expert copywriters.
Ian Pettit is a sales copywriter and content writer from Fort Wayne, Indiana. Ian brings a diverse background to all his writing, including experience in manufacturing and design, music production, psychology, personal development, entrepreneurship, and green technology. He specializes in writing compelling, insightful copy with a personal feel, aimed at both educating and entertaining the reader at the same time.Hire Ian