The Real Reason You’re Brand Isn’t Scaling Faster

Creating a wildly successful brand is far from easy, but understanding the difference between the giants that grew to incredible heights and those struggling to pass the 5, 6, and 7 figure marks can help you reverse engineer your brand into an industry leader.

I want to break down the largest “recurring theme” problems I see with many of the clients we work with and brands we audit. I hope this will offer you some clarity on what the next step to take for your brand may be.

You’re Not Asking for the Sale! 🙏

One of the absolute biggest problems we see is that our clients just aren’t asking for the sale enough, or they aren’t doing it right!

Before I explain, it’s important that you understand what I mean when I say “they aren’t doing it right”. Whenever you are trying to sell anything, whether it’s a product, service, platform, or even just trying to get some one to like a page or join a group, the call to action needs to be focused and clear. A rule in digital marketing is to always use the “less-is-more” approach. Regardless of how many 3D renderings, AI powered plug-ins, and informational sections, if the call to action is unclear, you’re conversion rate will suffer.

Now that we’re on the same page, let’s talk about how to properly ask for the sale. There are a few layers to this, but what it means in a one-line synopsis is: If you want the viewer to know something exists, then you have to show them!

In the broadest aspect, this translates to simply growing your digital presence and always making sure to display what you sell. This means you can’t just run a branded Instagram with motivational quotes. You should be working in product photos, special events, user-generated content, and lots more.

The most effective strategy is paid traffic, but it is even more effective when paired with good social media and great social proof! Paid traffic is like taking matters into your own hands, and personally reaching out to potentially interested viewers who would never have had the opportunity of finding your brand otherwise. Not to mention the retargeting capabilities you acquire as you begin to grow will completely transform the success of your brand.

Focusing on the store-side, here are a few super important strategies we always look at with our clients to understand how we can make the most of any interested viewer and offer them as much value as possible:

  • Upselling Adds 30% or More to Your Sales
  • Cross-Selling
  • Clear & Multiple CTA’s

Integrate Your Digital Presence 📱

Much like building out an optimized funnel that continues to improve over time, social media is a long-term endeavor. While this is true, and at times it can feel both un-rewarding and daunting, it will prove to be an incredible source of traffic in the future.

Some of the top places to make sure you’re brand has a presence:

  • Instagram – Whether you’re using Instagram’s “Shop” features or just keeping up with regular content, it’s one of the best places to grow your brands social presence.
  • Facebook – With more than 2 billion people actively on Facebook every month, having some sort of presence on the platform is a must. It’s especially helpful when running ads, for the occasional viewer than wants to check out the page for social proof before making a purchase.
  • TikTok – As one of the fastest growing platforms to ever exist, with an average user activity time surpassing its competitors, TikTok is a must. If you’re thinking of stepping into the platform, regardless of whether you’re starting with organic content or paid ads, I recommend gathering lots of UGC (if aren’t an expert with UGC I recommend checking out my article on it)!
  • YouTube – An incredible platform for building an extremely loyal and involved community. While this isn’t straightforward for every type of brand, with a little bit of strategy it can be a incredible asset. YouTube is great for adding valuable content such as explainer videos, product reviews, cross-promotions, and new product announcements.
  • Pinterest – While the user count is far from the leaders, audiences on the platform are practically warm, and interested. Pinterest is a great place to gain more traffic or sales.
  • Google – There is no platform quite like Google. With a plethora of ways for your brand to be reached, from killer SEO and organic, to declaring your in-person store (if you have one), to utilizing the wide variety of ad types, Google is an incredible way to grow your brand.

The biggest trick is branding strategy. While this isn’t the most helpful piece of advice, it is without a doubt one of the most important. Make sure you take the time necessary to plan out exactly how you want to represent your brand online, and look for ways to batch content creation for more effective and efficient processes.

Optimize Your Campaigns 💸

Most of my articles touch base on this one way or another, but without optimization, there is no improvement.

I can’t stress that enough. Whether it be for paid ads, email marketing, products, web pages, organic content, creatives, copy, literally anything.

I’m going to drop 2 SUPER important examples:

Paid Advertising:

  1. Start with Best Sellers
  2. Test Different Types of Copy
  3. Constantly Iterate on What’s Working
  4. Build Out the Funnel
  5. Always Optimize Your Store

Email Marketing:

  1. Welcome emails
  2. Provide tips and relevant info
  3. Send coupons and discounts
  4. Ask for feedback
  5. Wishlist reminders

Social Proof 🧔

I have a super in-depth break down of exactly what UGC is how you can incorporate it into your brand’s digital marketing strategy, but the gist of it is: User-generated content (UGC) is one of the HIGHEST converting forms of content out there and knowing how to use it can amplify your conversions, engagement, and social media following.

  • Consumers find UGC 9.8x more impactful than influencer content. (Stackla, 2020)
  • 79% of people say UGC highly impacts their purchasing decisions, (Stackla, 2020)
  • Ads featuring UGC garnered 73% more positive comments on social networks than traditional ads. (Jukin Media, 2018)

Put simply, User-generated content (UGC) is content created by individuals rather than brands. UGC is typically created in the form of images, videos, reviews, or testimonials. So when you see one of those unboxing videos or aesthetic photos someone posted at a fancy restaurant, that’s UGC.

Not only does UGC save time and money in ad creative production, but it’s ROI is ridiculously high in comparison to the standard ad creative formats! Research shows approximately 88% of people trust recommendations from people they know over advertisers (including friends, family, and influencers).

Providing a platform for people to see other people enjoying your products is worth its weight in gold.

Personalizing the Experience 🛍️

If there’s one thing that thing goes perfectly with “humanizing” your brand with UGC, it’s personalization.

Everybody, their mom, and their pet fish have an ecommerce brand in the works. 🐟

Shoppers have come to expect personal treatment and gravitate towards those shops that provide it. But this is perfect, because all those brands that aren’t using their data and testing new and innovative ways to speak to their audience, make it THAT MUCH EASIER for you to cut through the noise!

Commerce brands with a digital presence have a massive amount of personal shopping data at their disposal. Online stores can address customers by name while they browse, offer related products through AI-tools both on and off the store, coupons, and upsells when they purchase. After their purchase (or even if they decide not to buy), they can keep in touch by sending birthday greetings, ask for feedback, give exclusive discounts, and promote new items to keep them engaged all year long.

If this is your first time reading about this, or you’ve been putting this on the back burner for awhile, or what you’re doing right now just isn’t working despite what every “guru” and “vlogger” has to say, we get it. If you think it’s time to get help with your marketing, or need some guidance, please contact us. We are an experienced team with the tools, tactics, and experience needed to make everything work. 📥