As an online business owner, you likely know the importance of scaling your business. But what if you don’t have the budget for ads? Or even if you DO have a budget for ads, you might be wondering if there is any way to scale your business without ads (or at the very least – diversify your efforts). First, let me cut to the chase: the answer is a resounding yes!
Listen, as an online marketer offering a variety of DFY marketing services (learn more about working with me + my team here), I’ve worked with several six-figure businesses (and even a couple of seven-figure businesses!) over the past three years so let me just tell you: I know a little bit about what goes on behind the scenes. And while scaling your business is NOT as easy as some of the Instagram “gurus” make it appear, I do want to take a minute and share some of the ways you can scale your online business without spending a penny on advertising.
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Got it? Okay, let’s jump back into what you came for: how to scale your business without ads.
First, What Does “Scale Your Business” Mean?
Let’s get on the same page here first. Scaling your business means increasing your output without sacrificing quality or customer satisfaction. In simple terms, that means selling more digital products or services, but in a way that doesn’t have you working 24 hours a day (because that’s truly the fastest way to burn out and lose the quality and customer satisfaction you are known for).
Scaling your business requires thoughtful strategy, planning, and execution to make sure you are not only “growing your business” but doing so in a way that maximizes efficiency and increases profitability. There are so many strategies and tools you can use to scale your business, from investing in the latest technologies (such as automation and analytics.. or even an AI tool like Jasper*) to growing your team to serve more customers (hi! let’s chat). Your options are endless and I know as an online business owner, you are flooded by options daily. So today, I’m breaking down 4 steps to scaling your business without ads, and sharing ways that my team and I can help!
1. Invest in a Solid Website and Strong Copy
Your website is your business’s foundation, so investing in a solid website design AND strong copy that captures your brand’s voice and message is essential. Your website copy should be clear, concise, and persuasive, highlighting the benefits of your courses, coaching programs, products, or services, and should pre-address any objections your audience may have. Be sure to include (multiple!) calls-to-action that encourage visitors to take the next step and make a purchase, sign up for an event or freebie, or contact you for more information.
I might be jumping on my soapbox here but hear me out. I see so many people realize the value in investing in design and purchasing beautiful templates (we love and are affiliates for Elizabeth McCravy and Tonic), but then they fill them with generic words. The most effective website copy is compelling and accurately represents your brand in a way that resonates with your audience. It warms your potential clients up in a way that has them eager to work with you/buy from you.
Even better? It does this 24 hours a day.
That’s why when you are looking to scale your business without ads, a solid high-converting website is often the first step. Here at TKR, we also write website copy so that it’s SEO-friendly, and ready to rank on Google. Which brings me to our next step…
2. Focus on Driving Search-Based Traffic to Your Website with Pinterest and Blogging
One of the best ways to drive traffic to your website is through search engine optimization (SEO). By optimizing your content for specific keywords that your ideal clients are searching for, you can increase your visibility in search engine results pages (SERPs) and attract more qualified leads to your website.
Two great platforms for driving search-based traffic are Pinterest and blogging.
Pinterest is a visual search engine that can drive a ton of traffic to your website if you optimize your pins with keywords and high-quality visuals. When you are looking to scale your business without ads, it’s also important to capture their interest as early as possible in their journey of working with you. Pinterest is one of the FIRST places people go when they have a big life change, like they want to start a business, buy their first home, set new years resolutions, or get married.
Here are a few Pinterest Marketing stats that may convince you to stop sleeping on this platform.
- 83% of active Pinners use the platform to make purchase decisions (Pinterest Marketing Partners).
- Pinterest drives 33% more revenue per click than Facebook and Twitter combined (Shopify).
- 85% of Pinterest searches are unbranded — meaning they don’t include a specific brand name in the query (Ahrefs).
- 80 million people browse Pinterest while looking for ideas and inspiration (Digital Information World).
- 50% of millennials use Pinterest to find new products or brands (Digital Information World).
Does Blogging Still Work in 2023?
Blogging is an incredibly effective way to drive search-based traffic to your website. Creating high-quality, informative blog posts that rank well in SERPs can provide a strong ROI on your time and money. With the right strategies and execution, you can use blogging to get more people to your website and increase engagement with your content.
When it comes to improving a blog’s performance, there are several tactics that you can implement. One of the most important is keyword research. You need to be sure that your blog posts are targeting relevant keywords so that they can get in front of the right audience. Use a tool to conduct keyword research and identify terms related to your topic that have high search volume and low competition.
Another important tactic is SEO optimization. Make sure each blog post you write is optimized for both search engines and readers alike. Include keywords near the beginning, use image tags, and link to relevant content. We offer incredibly affordable DFY blogging packages, but if you have more time than money right now we also have a DIY blogging course that will teach you everything you need to know to write blog posts that rank.
3. Create Bingeable Content on Your Blog, Podcast Channel, or YouTube
Creating bingeable content is a great way to warm up your audience so they can head to your contact form. Especially if your course, program, or service is a 4 or 5-figure investment, it’s unrealistic to expect them to read a blog post and then swipe their credit card. REGULAR blogging can be a great way to have someone find you, and then binge your content so that they become loyal followers faster. Give them something to binge so they stop looking at your competitors.
While we are passionate about blogging over here, it’s important to note that’s not the ONLY way to scale your business without ads. Some of our clients who see the MOST success create long-form content across multiple platforms, meaning they have a blog, podcast, and/or Youtube channel. This allows them to reach a wider audience, increase their visibility, and REPURPOSE all of that effort.
4. Find a Way to Continue the Conversation with Your Audience through an Email List or Social Media
Once you’ve attracted an audience to your website or content, it’s essential to find a way to continue the conversation with them. If you don’t have time or resources to create long-form content, short-form content such as social media posts can still be effective in driving leads and conversions. The key here is to be consistent and focus on creating quality content that will engage your target audience.
Using Instagram As a Conversion Tool
If you are reading this, I can only guess you know that Instagram is a terrible awareness tool (that’s why you are looking to scale your business without ads, right?). With that in mind, it’s a GREAT conversion tool (especially if you are using Instagram stories regularly).
When we write blog posts for clients, we often recommend they follow on Instagram for the latest tips and to see their portfolio. This way, you are using an awareness tool like Google or Pinterest, but are still leveraging the power of Instagram.
Using Instagram as a conversion tool means being active: post stories, reply to comments, and engag with your followers. Make sure you have set up a link in your profile that takes people to your website too for full-circle magic (see step 1).
Don’t forget to capture emails and create a welcome sequence or evergreen funnel
Whether you are feeling loved by Instagram lately or not, by collecting email addresses from your website visitors you can build a list of subscribers who are interested in your content and products. We always recommend our clients have at least one opt-in or “freebie” to send visitors to next.
What is an evergreen funnel?
ICYMI: An email evergreen funnel is a series of automated emails that are sent out with the goal of converting prospects into customers. The funnel typically consists of a welcome email, followed by anywhere between 5 and 50 educational and promotional emails to encourage users to purchase the product or service being offered. The evergreen element means that the content within each email remains constant, allowing YOU to truly set it and forget it while you focus on other aspects of their business.
Every day, your website could be attracting new leads, and they could be signing up for your email list and learning more about you, on auto-pilot.
*Let’s all breathe a collective sigh of relief*
For businesses selling higher ticket products and services, an email evergreen funnel is especially important because it allows you to keep the attention of potential buyers who might not be ready to buy immediately. By providing helpful information about your offer and engaging your email list in meaningful conversations, you can nurture leads over time, build relationships with potential customers, and ultimately increase your chances of being top of mind when your ideal customer is ready to buy.
Additionally, evergreen funnels make it much easier for companies to track performance metrics such as open rates, click-through rates, conversion rates, and more. You know we love data driven marketing over here!
Ready to Scale Your Business Without Ads?
If you want to get in front of more of your ideal clients, we would love to chat. Our team specializes in developing and implementing strategic marketing plans that help you reach the right people. That’s right – we don’t require more work from you. Not only are we ready to show up with a list of potential blog post ideas, CTA’s, and ways for you to convert more customers, we are ready to roll up our sleeves and do the work too! Learn more about working with us here, or contact us here to get started!
