In this article, I’ll give you 3 tips to help you scale smaller brands, including examples from my own 7 figure ecom store.
It doesn’t matter what market you’re in, every major ecommerce brand I’ve seen scale to $50 or $100+ million all relied on these 3 strategies to get there.
So, what are these 3 tips that you can follow religiously in order to scale your store?
1. Expand Your Product Line
The first thing I see people not doing enough of in the early stages of their business is expanding their product line.
In general, ecommerce brands have one front-end offer that they run ads to that gets them customers…
But if you’re looking to build a brand to scale, you need a minimum of 6 individual product offers — so you should be working on expanding your line.
You got my point. You need to have upsells, downsells, and cross-sells in place in order to increase your AOV (average order value)...
And one of the most reliable ways to do this is to create new products.
That’s why every brand that you see scale to 8 figures has a phase where they rapidly expand their product line.
I can go through a number of examples, like Purple Mattress or Allbirds shoes, and here’s just a fraction of Dr. Axe’s enormous product catalog:
Big brands get their start by scaling one front-end offer, then they quickly develop more products.
If you don’t figure out how to upsell and cross-sell to the people who have bought from you once, then you’re never going to make it.
2. Send More Emails!
Many ecom store owners underutilize their email lists.
Every big company who’s doing 8 figures will have between 25% and 40% of their revenue coming from emails.
Remember, email is still the #1 communication channel between brands and consumers — and you’ve really only got two!
The two best ways to communicate with subscribers/buyers are still:
Ads / Pixeled audiences
Facebook Messenger is coming up as a communication channel; SMS is coming up as a communication channel, but they’re tiny compared to emails and ads…
This is why emails and ads will be where all of your money is made for the next 2-3 years, at least.
So you are definitely not sending enough emails to your audience. I don’t care if you only have 10 people on your email list — email them more often.
3. More User-Generated Content
As brands get bigger, it becomes more important that they have a diversity of assets.
Most small brands begin with one sales video that they advertise on Facebook, a couple of product images, and one static email flow.
That’s not a diversity of assets. Eventually, you will need to create more marketing content for your brand, and one of the ways to do that is with user-generated content.
Every time someone buys from you, wait two weeks and then ask them to send you a video talking about why they loved the product. It helps to incentivize them with something, like a gift card.
Here are some guidelines for video reviews. Make sure they:
Mention the product by name
Include their face in the video
Show off the product on screen
Make it 15 – 30 seconds long
Typically, 1 in 4 people will reply with a video.
These videos go on your product offer pages, they go in your emails, they become the ads that you run… You can use them pretty much anywhere in your funnel.
Thanks for reading!