Most businesses want to grow in a general sense. They know that success comes in the form of increased demand and higher revenue, so they push for these things in any way they can. If the bottom line grows and business picks up, it’s a success! But while it’s good to grow in a general sense, it’s even better to pursue organized growth.
Organized growth is measurable growth in specific aspects of a business—for example, being able to measure the growth in demand for large-format printing vs. the growth of promotional item printing. While both contribute to the bottom line of a print shop, knowing where the demand is coming from and the data associated with these segments can tell a business a lot, including:
- What marketing strategies are working
- What percentage of growth is associated with each segment
- The revenue associated with the growth
- New customer acquisition vs. existing customer upsell
The data points go even beyond this! But, the idea remains: tracking organized growth is a smarter way to sustain that growth, as opposed to simply measuring it generally.
The Role of SEO
SEO is all about targeting a specific facet of a business. In this way, it’s an optimal tool for driving organized growth. Not only can you specifically target an aspect of a business to promote, you can then track the efforts of your SEO campaigns to correlate success.
Take large-format signage, as an example. Let’s take a look at a simplified SEO approach to growing demand for this service:
- Benchmark trailing revenue for these products over a period of 3 months (1 quarter)
- Create SEO-optimized web content and content marketing collateral for this service
- Coordinate dissemination of SEO materials and intertwine them with general marketing
- Collect and measure large-format product sales over a period of 3 months from SEO start
- Compare current 3-month data with trailing 3-month data to measure increase
Through this simple process, you’ll be able to see a generalized growth rate for a specific segment of business—large-format printing in this case. By honing in on SEO terms and allowing time for these optimization efforts to manifest, you’ll be able to gauge everything from related web traffic to conversion sales, to actual revenue.
Targeted Growth is Sustainable
Targeted individual aspects of business for SEO campaigns and organized growth is only the beginning. In setting specific focuses, you’ll also be able to sustain the growth you’re seeing incrementally. Over time you can hone your messaging and distinguish your services, leveraging previous SEO successes into new growth.
SEO growth in one sector of business can also bleed over into others, without disrupting your focus on a specific product or service. For example, if you rank well for large-format printing, your entire website gains general credibility in the eyes of Google. As you begin to optimize for other aspects of business, such as business cards or direct mail, Google will recognize your brand credibility and give you a general leg-up in search engine results pages (SERPs). Growth begets growth.
Focus Your Efforts, One at a Time
While you may be tempted to throw everything at the wall to see what sticks when it comes to marketing, it’s better to take an organized, granular approach. Focus your SEO on a specific product, service or business segment and build successes there first. By managing organized growth in specific segments, you’ll unlock processes that can be replicated elsewhere in the business. The result will be growth you can fundamentally understand.