Council Post: Driving Top-Line And Bottom-Line Growth Simultaneously

Founder & CEO at C Media. Entrepreneur, tech visionary and innovator. Angel investor. Driven over $100M+ in revenue.

When it comes to rapidly growing revenue and hitting KPIs that matter, you typically want to make sure you aren’t scaling your business at the expense of profitability, especially if you are just a new startup on the block. I will share some insights that will help businesses looking to get past certain limitations. The key to success and ensuring you don’t end up in the pits of gloom is to leverage advertising that is profitable, rapidly scalable and automated. It’s as simple as that.

To spend nine or 10 figures profitably on advertising, I recommend six strategies for any advertising business owner to consider and implement to rapidly scale and maximize their revenue.

1. Brand Identity = Trust

When you hear the names Nike, Apple and Mercedes, how do you feel? Some of you will say you feel nostalgic, perhaps because you had to work hard for your first pair of Nikes when you were only 9 years old.

But what all famous and high-end brands have in common is the feeling of trust they instill in their customers. No matter what you do, if the brand doesn’t convey trust to customers, it’s a lost game.

Within your advertising business, do not skimp on brand identity development for any of your clients. You have to spend time and resources helping your clients establish a brand presence that engenders trust in the customer. Brand identity development involves working with a corporate branding specialist to establish a brand legacy, a road map, a strategy, brand values, goals and a mission, and hard and soft brand attributes.

2. Memory Creation = Impact

There is a famous saying: “Words have the power to change people’s minds.” With advertising, the mantra is, “Create a visual memory, and you don’t need a thousand words.”

When it comes to high-end, high-value product or service advertising, the feelings you create within each customer create a memory. This memory lasts a lifetime and can have a positive, negative or neutral effect on your advertising campaign.

When working on a high-value advertising campaign, focus on story creation that leads to memory creation. You want to ensure your adverts always have an emotional component since it’s emotions that build important neuro-pathways in our brains that lead to memory creation.

Whether you focus on negative memory creation (for example, emphasizing hand washing during a pandemic is a good thing, otherwise X, Y and Z can happen) or positive memory creation, ensure the message you are sending the customer is impactful and creates a powerful response.

3. Sensible Sequences = Purchase

By now, you’ve spent hours assisting your client in perfecting their brand identity. You’ve toiled until the early hours to ensure their branding designs, such as their logo, are top-notch and they’ve established their mission and vision. You’ve also worked on a storyboard for their advert campaign that leads to memory creation, but now you are having doubts about whether your hard work and client’s money will yield results. Your reputation is on the line.

When you’re trying to sell a high-end product to a high-value customer, how do you instill trust to ensure they hit that “Buy Now” button time and time again? Keep things simple, and follow a sensible sequence of events during your advertising campaign. Keep messaging clear and concise, and ensure visual graphics are top-class.

A sensible sequence of events starts with showing the customer what the brand is all about and how and why the product can make a difference. Reveal the product’s top features and selected positive testimonials before proceeding to a final call to action.

4. Talented Creatives = Outcome

Never underestimate the importance of creatives in your advertising business. Whether you have full-time employees or use remote workers and freelancers, ensure you have creatives who understand sales and marketing and are the best of the best. Creative talent is what drives more than half of an advertising business, so it’s only fair that you reinvest half of your profits in your creatives.

Don’t get stuck with only a handful of creatives, either. With the freelance marketplace being an open playing field that focuses on contract work, not full-time employment, you can refresh and try out new creatives all the time.

5. Numbers And Data = Revenue

If content is king, then numbers are the emperor over all. Every day, you need to evaluate the results of each advertising campaign that you are running for your clients. Never lose track of key data metrics, and don’t hesitate to update or change an advertising campaign if it is not delivering results.

The numbers don’t lie. Don’t let your emotional attachments to a product or ad campaign cloud your judgment in making clear-cut decisions that yield results. Your business and clients are priority No. 1. If you don’t get them results, they’ll never hire you again. Cut your losses, and move on fast.

6. Automation And AI = Optimization

Spending hours on administration that doesn’t earn you a dime is a surefire way to stagnate your advertising business’s revenue. Now, more than ever, it’s essential to look at AI and automation software and applications to streamline business processes and automate routine tasks.

In the highly competitive advertising space, it can be of immense value to your business to look into automation, AI, value-added brand identity creation and using the right creatives to be able to drive top-line and bottom-line revenue simultaneously.


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