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A lot of people think of advertising in a simplistic Input → Output manner.

You put some budget in, you get some sales.

Everything goes well and you keep making money, and then you hit a wall.

Now what?

Most people are lost by now and they are usually clueless as to how to expand their potential customer base.

Below you can read about the ways to expand your marketing effectively, so that you can keep scaling your product to 7-8 figures or more. The further down you go with these steps, the more potential buyers you’ll unlock.

[??] To keep things simple at the start, let’s assume you only sell 1 product and operate on Facebook only. You think in simple input → output terms and your ads stop working when you scale. First thing you need to realize is that up until now, you’ve probably only sold to people who, for various reasons, were ready to buy from you immediately and without much hesitation. This holds true even if you’ve done a little bit of remarketing.

[??] So the first level of expansion is to understand why people that see your offer are not buying from you. There are many potential reasons for this, for example:

-A competitor has a better offer

-Customers have no urgency to buy an offer

-Customers do not trust that the offer works

-The offer does not correspond to the problem customers have, etc.

If you understand the reasons customers are not buying, you can address them. It’s really helpful to understand this problem in the context of a buying temperature. Namely, the higher the buying temperature, the more likely the customer will buy the offer.

The ways to increase buying temperature are to:

-Increase ad frequency (ad is displayed more often, so that ad recall and urgency go up)

-Increase ad variety (address all the reasons people do not buy, promo angles, etc.)

-Increase ad relevance (work on the offer to improve it and increase the urgency)

So now you’ve implemented the changes and more people are buying from you. What’s next?

[??] Now, you should reach out to the people who have low awareness about the solutions to their problems. For example, some people may know that they have back pain, but they don’t really think or believe it is possible to get rid of it. Your job is to find them and show them it’s possible, and then they will join the market.

[??] There may be people who aren’t even aware they have a problem to be solved. For example: people addicted to sugar. They may not know that they are addicted and they are not aware of how likely they are to die early because of sugar. So, you should make sure they know about the problem.

You may expand awareness by using advertorials, educational content, or awareness ads (usually working only for really big brands), which are also very helpful in brand building. You may not see an immediate return on them (usually), but for mid-term and long-term running strategy, this is the only way to run a sustainable and scalable ad campaign.

So the more customers you push down your funnel, and the more you increase their buying temperature, the more people will pass the threshold of buying the offer.

[??] You start expanding onto other channels. This is my favorite step and it can actually be done before [??] and [??]. What happens is that once you start mixing up Facebook, Google, YouTube, email and so on, you increase your ad frequency and variety but on multiple channels. Since not every customer is on every platform, you reach out to even more people, plus you get an omnipresence effect—your customers see you everywhere and this reflects how often they think about your offer. On top of that, this adds to the brand-building effect.

The problem is that very few eCommerce businesses or marketing agencies know how to execute cross-channel campaigns successfully. They either run campaigns in a complete separation so that audiences are not really flowing between the channels, their campaign structure is wrong, or their tracking is impaired, which makes it impossible to make informed decisions on campaign management.

However, once you figure out how to run these campaigns properly, you unlock even more scaling potential.

[??] The last step is market expansion. You can expand market in multiple ways, by:

-Introducing new products

-Defining new customer personas

-Finding new use cases and promotional angles for the products

-Entering new locations

-Entering new marketplaces, etc.

Once you have all the information on expanding your audience, you can go ahead and restructure your campaigns in a way that is going to let you scale your business massively. Just make sure your back end is ready for that, too :)