So you have successfully built your own e-commerce business. Everything is stable, but how can you earn more and keep up with your customers? Now it’s time to take the next step; Scale your business to reach greater heights.
Before you start scaling, however, you need to ask yourself whether my company is capable of expanding. Can my cash process and team order keep pace with the growth?
Instead of focusing on growth at all costs, consider scaling up strategically. Increasing your sales by adding more resources while increasing costs is not worth the financial gain. Your company is going nowhere with a plan like this.
What you need to do is add income while only increasing your expenses minimally. Put simply, the best scale increases revenue and has as little impact on costs as possible. These are processes that are carried out with the greatest possible efficiency.
The problem is that there is no surefire way to scale successfully. If it did, all businesses would scale much faster. Scaling is definitely not easy. This is why you need to think about it a lot before you start. When things don’t go as you expect, you still have a solid foundation to fall back on. Massive growth is good, but sustainable growth is what keeps your business going.
To help you plan your next big step, we’re going to outline a few basic things you need to consider for a successful scale-up.
It’s important to understand that superior SEO doesn’t happen overnight. It usually takes 6-12 months for your SEO to produce tangible results. On the positive side, 87% of organic search clicks come from the first five results. Patience is a virtue indeed!
This is why if you want to scale, SEO must be the foundation of your marketing. What you need to do first is do an SEO audit. This shows the strengths and weaknesses of your website. The aim of the audit is to give you a better idea of what else you will need to implement SEO.
It is not enough to build your website content based on relevant keywords. What is more important is creating high quality and engaging content. However, it’s still a good idea to do keyword research. You need to find the search terms that are best for your business.
Adding internal and external links to your content will make your website more powerful. Internal links keep visitors active on your website longer. That can lead them to become customers. These links make navigating your website more intuitive. Visitors are less likely to give up your website because they can’t find what they want. This in turn increases the authority of your entire website.
The anchor texts for your internal links must be certain keywords so that the search engine can better understand your website. These links help the search engine bot to recognize other web pages on your website. When a page is indexed correctly, it will be added to a search engine’s web pages to help make your website recognizable.
With external links, you might think that this is just driving your customers away from your website. That is not the case at all. Instead, links to good quality and reputable sources will improve your website’s credibility. An external link is more relevant if it points to high-level content related to your business or niche.
If you link to another site, that site will notice that you are linking to that site. Sometimes the site will return the favor by doing the same for its content as well. This also improves your website’s credibility and proves that your content is reliable. External links help build relationships with other websites and are just a great way to get your content posted. In this way, you can generate free traffic for your website which is an essential part of the Google search algorithm.
Make sure all links are from trustworthy and informative websites. Inserting poor quality links or spam will harm your website. In case you are still having issues with your website, there are a variety of ecommerce website builders out there that can help. When choosing the best platform, think about your product, your values, and your goals. Your website is a huge part of the customer experience, so it needs to make a good impression.
As mentioned above, SEO doesn’t happen overnight. So it is important to start now. If you develop a strong SEO strategy, you will be well on your way to scaling all of your marketing and branding.
When you get your ecommerce business up and running, all you want to do is sell at first. This is a natural response, but you need to consider other things as well. In addition to your product pages, users also want content that allows them to learn more about the products and your brand.
One study found that 80% appreciated learning about products through the content on the brand’s website. People value high quality, relevant and engaging content. The secret is the application of the Pareto principle, according to which content should be 80% informative and 20% promotional.
Any marketing campaign needs high quality content to attract customers. You need to add something appealing and relatable to attract more visitors to your website.
It is believed that content marketing increases conversion rates by six times. So if there’s one thing you should invest in for your ecommerce store, it’s content marketing. In addition to SEO – which it is closely related to – content marketing is vital to the scaling process.
As you scale your ecommerce business, you need to outsource the time consuming tasks. There are everyday jobs that can take up many hours of work. An automation system can do the same job for you in a fraction of the time. No more copying and pasting emails!
There are many platforms on the internet that you can use for automation. From instant emails to inventory management, there are many ways to automate your business.
Automation enables efficiency and saves money. This gives you and your team more time to focus on other critical areas. You can spend more time mastering Facebook ads by providing advanced shipping notifications in real time or writing content to improve your SEO. In addition, automating your marketing efforts increases the availability of data. By analyzing this data, you can convert more leads.
For example, if you use automation software, you can see every step in a customer’s journey. This way you can see what is working in your campaigns or on your website. You can also identify the points where leads are prone to falling away. These types of insights will help you make effective changes to your overall marketing strategy.
Simple confirmation can go a long way. Choosing influencers in your industry, such as B. Social media personalities can help scale your business.
Promoting a product starts with demand. If I follow a celebrity on Instagram and they tell me to buy this product, I would be more interested and more likely to buy it. It’s that simple. For most people, feedback from their influencer is very important. Take advantage of that.
In addition, influencers can also improve your SEO. When promoting your products, you will get a lot of mention online. Some of these mentions could include a link to your website, or at least the name of your brand. Do you know what this means? High quality backlinks improve your rankings. Social media mentions can also affect your position in the SERPS – even without being a direct ranking factor. As a result, your website will perform better on organic search and have more organic visitors.
So dedicate part of your budget to influencers to post about your products. Then just sit back and watch that demand kick in.
Hire the right people
You are not alone in this. Success for your ecommerce business is impossible if you don’t work with the right team. It’s about people having the right skills to fulfill their roles and your brand’s values.
It is imperative to hire people who can help you scale in the long term. And in the long run, I mean hiring someone who is ahead of your needs. If you’re just starting out, it may be better to hire someone who already has experience in a medium-sized company. Make sure you are working with a team that you can trust and that firmly believe in your mission and vision.
You also need to remember that teams can change over time. As your business scales, it is possible that it will outgrow some of your early employees. Changes to your team can also be due to the rapid scaling of your company’s inventory. Hence this has to be taken into account. Understanding how to navigate the landed cost formula for your business’s scaling needs is one of the many considerations when it comes to studying how to grow for both your company’s goods and your team.
Choose a team that can keep pace with new complexities and operations as your company advances to new levels of leadership.
Note that these are not the only things that are required to scale your marketing and business. They are just a few of the most important. Consistency is critical to generating more and more sales.
Needless to say, something can go wrong at some point. Don’t be demotivated. Mistakes are inevitable, but you need to keep the momentum going. Focus on the bigger picture.
These strategies have been tried and tested so if you also apply yourself and stay motivated, you can scale your business.
Author: Nicholas Shaw
Nick Shaw joined Brightpearl in July 2019 as Chief Revenue Officer (CRO), the premier retail digital operations platform that includes sales and inventory management software, accounting, logistics, CRM and more. He is responsible for EMEA Sales, Global Marketing and Alliances. Before joining Brightpearl, Nick GM was … Show complete profile >