It isnâ€™t a secret in business: growth strangles more companies than the failure to grow.Â Many companies make more fatal mistakes because they werenâ€™t prepared to deal with the growth after they hit a marketing or success tipping point.
It is a sad, but a very real verity.
So what can you do about it? Do all or one of these things.
- Take most of your money from the marketing budget and invest it in infrastructure first. <Gasp, Really?>Â Yes, really.
- If you are a start-up, be very conscious about scalability and bake it into every process you create. If not, go back and do that now.
- Build your audience in an even-paced, but effective manner, using platform building techniques. This is not only smart, but will actually build you better relationships with your customers as you took the time to win them organically rather than with a pushier, mass media campaign. To learn more about platform building,Â check this out.
To further drive home my point, listen to this interview with my client and great friend,Â Garrett Gunderson.Â He talks about how he started with a very limited geographic marketing space, and how he knew he needed to expand to something on a national scale.Â But pay attention to how he prepared and laid the ground work before we made a super-sized national push.Â If going â€˜bigâ€™ is on your to-do list, take heart and follow his wisdom.
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