Marketing on Monday: Business Growth – You Get Out What You Put In

People love to make excuses and blame other people for their failing but the truth is this... You get out what you put in...

In business, growth doesn’t just happen by chance; it’s the result of consistent effort and deliberate action. The idea that luck plays a big role in success might hold some truth, but I firmly believe that luck is something we create. The harder you work, the luckier you get – because success loves persistence, and it rewards those who consistently show up and put in the effort.

I got my annual accounts back from my accountant this morning and for the second year (in two) I have made a profit. I've also doubled turnover and doubled profit.

There’s a direct correlation between the energy you invest in your business and the results you achieve. It’s no coincidence that companies showing consistent growth are usually the ones that are dedicated to continuous improvement and marketing. They don’t just rely on short bursts of activity; they have a strategic approach to business development, making sure they are always moving forward.

Something else that I see is that our most successful clients aren't afraid to pick up the phone with me, send me an idea, or ask for my help, but they are ALL go-getters!

A Measured Approach to Business Development

One trend I’m seeing in the current business landscape is that those who dedicate time to business development are the ones seeing the most growth. I often talk about how I spend two hours per day on my business. According to Money.co.uk, the number of private sector businesses in the UK rose by 54,000 from last year, reaching 5.6 million as of October 2023. It shows a want and a desire to build a business. Those who succeed will (generally speaking) work harder than those who don't succeed. This growth isn’t random – it reflects the effort business owners put into making things happen, despite challenging economic conditions.

Now I know that some people reading this will be thinking that market conditions will play a part or that factors outside of our control can impact growth and that's true. I'm merely speaking from my experience. Every business I have worked for has grown. Many of our clients have also seen growth. Those that don't, it's because they fall foul of this ??????.

At my marketing agencies (we have two), we’ve recently brought on two new clients. Our first step with any new client is to establish five key measurable objectives they'd like to achieve. Without measurement, it’s impossible to know if the effort is translating into results. It's also important to recognise that we're a content-led organic agency, so can't promise leads but we can help build brands! Using the same strategies we use, we have seen client's achieve growth.

Whether it’s new client acquisitions, an increase in social media engagement, or higher sales figures, it’s important to track progress. This doesn’t just provide a clear picture of where you are; it also helps refine your strategy and improve future performance.

The Consistency Conundrum

The importance of consistency cannot be overstated. Social media, for instance, can be an incredibly effective tool for business growth – but only if you’re using it consistently. Sporadic posting and irregular activity won’t yield the same results as a well-thought-out plan that focuses on regularly engaging with your audience.

In fact, with over 4.2 million businesses operating in the services sector alone, it’s clear that competition is intense. To stand out, you need a consistent approach to your marketing efforts. Posting regularly, being active on the right channels, and aligning your messaging with your audience’s needs are all essential steps towards staying relevant and visible in a crowded market.

Strategic Questions for Your Business Growth

To ensure you’re putting in the right kind of effort, ask yourself the following questions:

- What are your 'Calls to Action'?

Are you clear about what you want your audience to do? Every piece of content should have a specific goal, whether it's driving website traffic, generating leads, or encouraging a sale.

- How often are you posting?

Frequency matters. The more touchpoints you have with your audience, the better. However, it’s not just about quantity – the quality of your content is equally important.

- Which channels are you using?

Are you active on the platforms your target audience frequents? Don’t spread yourself too thin; focus on the channels that matter most to your business.

- Are you building your personal brand too?

People connect with people. By sharing your experiences and insights, you can build trust and establish yourself as a thought leader in your industry.

- What data are you collecting?

To measure success, you need to know what you’re measuring. Track metrics that are aligned with your goals, such as engagement rates, conversion rates, and customer retention figures.

- Do you have a CRM system?

Customer Relationship Management tools can be invaluable for tracking interactions, nurturing leads, and turning prospects into clients.

The Numbers Tell a Story

The statistics mentioned from Money.co.uk highlight some key trends: more than half of UK businesses are sole proprietorships, and SME employment accounts for 61% of all private sector jobs. This illustrates just how significant small and medium-sized businesses are to the UK economy. However, with nearly 8,000 large firms generating almost half of the private sector earnings, there’s a clear need for smaller businesses to continually strive for growth and improvement.

When gross lending to SMEs reached ￡65.1 billion in 2022, up by 12.8% from the previous year, it demonstrated that business owners are investing in their growth. But simply accessing funding isn’t enough – it’s how you use that funding that counts. Investing in areas like marketing, sales, and customer experience can yield significant returns, provided that these efforts are sustained over time.

Creating Your Own Luck

The takeaway? You really do get out what you put in. Business growth isn’t magic; it’s hard work, strategic planning, and a commitment to continuous improvement. The more consistently you show up – whether that’s on social media, in sales efforts, or through customer engagement – the more opportunities you’ll create. And that’s when luck starts to look like something you’ve earned rather than stumbled upon. A quick example - you see me on social media a lot, often in selfies or at events. There's a reason for it... It's a commitment to continuous improvement and consistency.

So, if you’re not already doing so, start measuring your efforts. Set clear, measurable objectives for your business development activities. Be consistent, stay strategic, and remember – the harder you work, the luckier you’ll get.

I heard Chris Owen CMIOSH talk last week, encouraging those to think about who they love, and what matters to them. He asked us to make a pledge to ourselves. When it comes to business growth, if it's something you're serious about, let’s make this Monday the start of something big. What will you commit to doing today for your business?