A common question that every valuation company receives is: “How can I value my company? What are the strategies to make it grow?”
What many people don’t know is that the answer can vary greatly depending on the context. There is no basic formula. For example, for those who know how to grow their company using Digital Marketing, it is possible to obtain a higher valuation with this strategy alone.
In fact, big names in entrepreneurship knew how to use this resource like no one else. Steve Jobs and Elon Musk, for example, are experts in using Marketing to make a company grow.
Obviously, this doesn’t mean that they are “just marketing”, but it is a fact that they both master communication brilliantly and know how to exploit this to their advantage.
However, you can learn how to grow your business using digital marketing in a relatively simple way. Want to learn? Then keep reading below!
How to grow your business using Digital Marketing: 5 steps
1. Understand the fundamentals of growth
Do you know what mechanisms dictate the growth of a company? For example, how do you know that Company X has grown? Probably because of its market value on the stock exchange. But what if it is not publicly traded (as is probably the case for you)? How do you know if it has grown?
Is it because of revenue? Not really. The company can increase revenue and have less profit because it increased costs. Is it because of profit margin, then? Not really. After all, it can increase profit margin by raising prices and selling less.
A company grows when it gains a larger share of the market. In other words, when it makes more sales. That’s why, for example, Uber had a loss of 6 billion dollars last year , but celebrated. It burned that money to operate in a way that would gain more market share.
But be careful. Uber can only do this because it receives billions of dollars in revenue and investment from angel investors. Burning angel investment money to fuel accelerated growth is the company’s strategy, but it doesn’t have to be yours.
Always take care of your management, be careful with the numbers, but focus on increasing your positioning in the market.
2. Establish a complete and solid marketing structure
To gain more market share, you need a complete and solid digital marketing structure. In other words, you need to set up the entire campaign, covering all platforms, media and concepts.
For example, suppose your company operates in the B2B market. In this sector, the most effective way to invest is in Content Marketing, which can be done via a blog and/or a YouTube channel. By putting both together, you can have this dual center that functions as the basis for your action.
Then, set up a structure for attracting and capturing leads in these two centers. Send your leads to an email marketing strategy, where you will qualify and nurture leads to send the contacts to your sales team, but also to a social media strategy.
Did you see how this basic framework already provides a path to work with leads? This way, you create a steady flow of customers, which helps you gain market share.
3. Invest in branding to strengthen your brand
In the meantime, it is important to invest in branding to strengthen your brand. Work with visual identity, influencers, native advertising in newspapers and content producers.
This will help make your brand not only better known, but also more respected and with a greater positive opinion. This element is highly valued.
4. Understand who your message’s audience is
It is very difficult for entrepreneurs to understand who the target audience is for each message they send. For example, an advertising message about a promotion is aimed at customers. But a press release highlighting the positive results of the last year is aimed at investors.
Therefore, develop strategies that are targeted at the right audience. This way, you increase your value with those who matter.
5. Make data analysis a company culture
Finally, don’t forget that digital marketing is completely measurable. Because of this, working with data analysis allows you to constantly optimize it, bringing increasingly positive results. Adopt this as part of your company’s culture so that you can constantly appreciate it.
There you go! Now that you know how to grow your business using Digital Marketing, it’s time to start putting these points into practice. Remember that, in the absence of an important asset such as your reputation, you need to provide the market with other arguments that value your business, including good management, good sales figures and, of course, a company culture focused on optimization.