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How to Establish Foundational Goals for Exponential Business Growth

Marketing is the key to exponentially growing your business. While the basis of any company is a great product or service, that is only half the equation. Customers will not purchase your “widgets” if they need to jump through 100 hoops to get there. Nor will they do it they have never heard of your product or your company.

Marketing fills the gap between your great product and the customers who need or want it. Marketing once broke down into two spheres: mass marketing with flyers, radio ads, and television spots and “word of mouth.” However, marketing is no longer two-dimensional. The Internet offers your company tremendous opportunities for growth and the noose that could hang your business.

The Internet: Mass “Word of Mouth” Marketing

The Internet is both your greatest ally and most devious enemy. The Internet allows you to, theoretically, connect with thousands or millions of potential users. However, it also gives that power to all of your competitors. That means you need to leverage the Internet to highlight your product’s value without before you’re subsumed by your competitors.

The Internet, coupled with data-driven analytics, enables your business to build marketing models that target groups of your customers or even individuals. The power of modern Internet marketing means that it can propel your business into new markets, connect you with new customers, and even guide your company’s development as you learn more about your customer base.

How to Start

What is your current business analytics? For example, how many unique visitors do you get a month to your website? What is your bounce rate? How many of those visitors convert into subscribers to your email list, into leads, and into sales? What is your revenue vs. profit margin?

Once you know the baseline operations of your company, you can start setting goals. Where is your company weak and where would you like it to grow? What tools can you use to improve those metrics? How will those metrics help your business achieve growth?

Set goals for your company. For example, “we want to create X growth in 12 months.”


Now that you now your tools, your company baselines, and your goals, it’s time to test. Modern marketing combines the power of the scientific method with marketing to leverage your company’s best assets and achieve monumental growth. For example:

  • Start a blogging campaign. Set up your company’s blog and begin creating content. Use the blog to link to relevant products or services.
  • Try pitching your company to other blogs, see if they will do a piece reviewing your company or products. Try to get your product backlinked on their blogs.
  • Or reach out to popular YouTube or streaming channels.
  • Start an influencer campaign on social media. Link your blogs to your Facebook and Twitter.
  • Try A/B testing with your existing customers to see what they like and don’t like from your company, adjust your email marketing campaigns, revamp your website, or tweak the “flow” or your web pages.

There are numerous ways to reach your goals. You just need to remember to track progress and the variables that you change. The Internet can magnify your successes and your mistakes. It’s crucial that you learn what works and what doesn’t work as soon as possible. Adaptable companies are successful companies.


Once your company masters these skills, you have unlocked the tools to achieve greater growth. Marketing is crucial to propelling your company and products into popular consciousness. Once your business builds relationships with popular blogs, Internet personalities, YouTube channels, and other online “influencers” your business will reach new heights. A finely tuned marketing team will propel your company to new heights.

About the Author: Samantha Anderson

Samantha Anderson

Samantha is the COO and co-founder of 41 Orange, inc, a marketing agency. She is also currently a member of the Board of Directors for San Diego Civic Youth Ballet, Balboa Park’s resident classical ballet school since 1945. Hailing from the agency world, Sam has worked with Fortune 500 tech, financial, and consumer brands, including Intel, Petco and LPL Financial, to shape their online presence and reach their target audiences more effectively through social media and beyond. She holds a Bachelor’s degree in Journalism, emphasis in public relations from San Diego State University.