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  • 21 August 2014
  • Eric Michaels

How to design a scalable marketing plan

When your business begins gaining momentum, you will need a way to expand the scope of operations without impacting productivity. Expansion involves taking on new employees as well as adding space and equipment to accommodate the larger scale of operations.

Your business's marketing effort will need its own expansion, too, which will require putting a scalable marketing plan in place. Here are some suggestions to set your business up for success on any level when you launch your earliest marketing efforts.

Entrepreneurs ought to consider scalability in every aspect of a business.

Identifying areas requiring scalability. Entrepreneurs ought to consider scalability in every aspect of a business. After all, the goal is to create a business model that will not be sidetracked by progress. In marketing efforts, search engine optimization (SEO) is essential to any well-run business, as is management of web content, social media, and email promotions. Such Internet-based channels are the principal means through which customers discover and engage with businesses these days.

Finding a scalable approach to marketing also involves finding ways to outsource jobs and increase their regularity as your marketing budget grows. To make this leap without hiring full-time employees, you can use freelance providers such as Vionic — which is available through UPS Small Business Services. In general, there is part-time help whenever you need it.

The nuts and bolts of a scalable marketing plan

When considering scalability, entrepreneurs must think of an increase in target audience, in the wealth of data on the table, in the number of people handling marketing efforts for the company, and, eventually, the number of people involved in company ownership. The blueprint of a scalable marketing effort will include these core elements:

  • Seeing the potential audience for your business: Even if your clientele resides in a small geographic area, initially, it can still grow to encompass entire regions of the country — if not the whole nation. Search marketing efforts should have a blueprint that is scalable to an audience of any size. Other considerations may apply if you choose to market your products and services to overseas customers.
  • Grappling with the data market analytics provide: To create effective marketing plans, you will need to identify what is working and what is not. This process involves analyzing data to see which Facebook posts are attracting engagement, which landing pages are leading to sales, and other quantifiable aspects of your business. The secret to properly managing this data is establishing an effective system before the volume of data multiplies.
  • Paying for services as your budget allows: Apart from the techniques you choose to employ in marketing efforts, you will need to consider budgeting and staffing. It is unlikely you will have the means to hire a marketing team full-time while your business is in its early stages. Outsourcing the work to professionals specializing in contract projects will offer you flexibility as your company grows.
Delegating is crucial

Whether you are outsourcing social media marketing, leaving advertising in a creative agency's hands, or directing a tech-savvy employee to handle SEO efforts, putting a scalable marketing plan into action requires a willingness to delegate responsibilities in your business. This will allow you to remain focused on the bigger picture while your trusted employees manage what may ultimately become a time-consuming aspect of the company.

Expanding your company is good news no matter when it happens, and you should consider marketing concerns a top priority before and after launch.

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