When you’re growing your business, it’s easy to come up with big plans and even bigger goals, but how do you know that you’re focusing on the “right” things?
Damn good question.
With the constant barrage of “make six figures”, “make $10k by Tuesday” and “just use this one hack to 10x your business”, it’s enough to make you doubt yourself and send you seriously off course.
If I’ve learned anything from 10+ years of entrepreneurship, running multiple businesses, and being behind the scenes in everything from international product launches to dealing with national media three ring circuses, it’s that the best way forward is usually the simplest. (Totally true for most things in life, right?)
Sorry kids, I know, simple isn’t terribly exciting or sexy. But that’s the hard-ass truth of the matter. Simple is what will ultimately help you grow in big ways and keep your sanity intact.
It’s exactly what helped me more than double my revenue in 2015, and helped Brittany also double her revenue. At the end of 2015, we both were firmly in multi-six figure territory. <Not a brag, or a boast, or even a measure of success, but a fact to put this information in perspective.>
How’d we both do it? We went about it differently, but the result was the same – measured, sustainable growth.
In my case, I focused on building my personal brand and marketing. In her case, she focused on operations and building a team to meet demand for services.
Different focuses, but both with a clear result. And at the very core, we both kept it simple so we could stay the course.
So, how can you keep it simple so you have the focus and potential to double down on 2016 and actually grow?
Here are a few of our top strategies from 2015:
Know Your Numbers
I used to be the type of business owner that avoided financials and other numbers at all costs. While I was a rock star at reporting for clients and measuring what matters, I didn’t want to deal with it in my own business.
In the past two years, I broke this bad habit and got up close and personal in my business with ALL the numbers. And you know what, it’s way less scary when you do this on the regular. For me, I look at money and marketing metrics so I know what’s what and can make informed decisions.
Getting acquainted with your numbers and learning how-to measure everything from your referral traffic to your revenue makes a big difference in your day-to-day. (And good news, it’s all easier than you may think!)
Get Known for Something
It’s really hard for people to do business with you when they don’t know who you are, or what it is you do. Your name and what you do should be synonymous so people immediately think of you.
Interestingly, this doesn’t mean you have to do a pile of PR. (But that can definitely help!) Brittany is a great example of someone that isn’t doing a lot of marketing, but she is well-known in certain circles for her work with funnels and Infusionsoft.
You want that same thing to happen for you. Get your story straight so people know what it is you actually do, and then deliver the goods so you’re respected and trusted. Narrowing your focus and niching is a great way to do this.
For example, my friend Amanda Genther, focuses on sales pages and online selling, while another friend Courtney Johnston is the go-to person for sales pages. A clearly defined niche makes it dead easy for people to remember you.
Do Less
This one may sound crazy-town to you, but wouldn’t it be awesome to do less marketing. Less hustling…but get more awesome clients and revenue?
In the course of building different businesses, I became very adept at throwing everything I had at it. This was especially true in my papercrafting business as I would try pretty much anything and was always adding something new to the mix.
The problem being that adding more and more and more was an absolute distraction.
My coach at the time had me go through and streamline everything I was doing. Fewer classes, less marketing tasks, and way, way less of the things that were only delivering mediocre results.
The more I cut, the better I did. By the end of that year, I doubled my sales from $34k to $68k. And then the following year, I was able to take the $68k to $86k without a whole lot of extra effort. (Not bad for a side hustle!)
For more on this, read Essentialism or The One Thing.
Experience is Everything
That same coach helped me improve my customer experience with some really simple tweaks that I use today in my online business.
Sure it sounds catchy, but it’s true – experience is everything. You can have the best marketing in the world, but if you suck once a client or customer is on the inside, it doesn’t matter.
Experience doesn’t need to be fancy. It can be a simple card, a well thought-out intake form or doing what you say you’re going to do. Those things set the pace and help leave a lasting impression.
Focusing on experience is a must if you’re focused on growth. Because happy clients will introduce you and refer you to more perfect-for-you clients.
Be Patient
Patience may not be a traditional growth strategy, but it’s essential to your business. This is not an overnight deal, and it requires consistent, sustained action day in, day out.
I know, totally not what you wanted to hear. But if there were to be a No Patience club, I would be the president.
Give things time to work before you decide they aren’t. This means not jumping around between strategies and tactics. The first time you launch something it may not be a runaway success. It may take until launch number 5.
Let things play out over time. That PR opportunity you’re dying to have may take many, many months of building a relationship to come to fruition.
Don’t demand things happen on your schedule. From clients signing contracts to getting your dream book deal, be patient…because the universe may have other plans.
The Recap: Double Down This Year
Doubling down is possible – so how are you going to make it happen? Pick at least one growth strategy and focus your efforts there for the next 90 days to see what happens.
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