How to Build a Profit Machine: Strategies for Growth

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How to Build a Profit Machine: Strategies for Growth

I can't lie...building a growth-at-all costs startup sounds sexy, fun and exhilarating. But a sole focus on scaling the top line creates major issues for profitability — and longevity. I'm not against growing a massive company but for 99.99% growth should come after profitability. 

So how can you grow BIG while mitigating risk?

 Drive down customer acquisition cost BEFORE you scale. A low CAC will make your company a profit machine that can use it's own cash to fuel growth setting you up for long-term success. 

Companies that make unprofitable sales in the name of "market share" are usually disappointed to find out that reigning in a bad business model is HARD.  A classic example is Casper Mattresses, who was losing $180 every time they sold a mattress. Great for the sales team, horrible for the finance department. 

(their valuation dropped from $1.1B to $165M...ouch!)

Instead make profitable sales and build a strong foundation with these tactics:

SEO: 

Organic website visitors convert into customers 10x more often than paid traffic, meaning strong SEO will drive down your costs and build real asset value into your brand's digital presence. 

How to do it: 

• 4,000-10,000 words of blog content per month 

• Relevant and niche backlinks to build authority (I can help you here)

Audience and Personal Brand: 

Content allows you to build trust and rapport at scale — they are both lubricant for customer acquisition. Founder-forward companies build up goodwill with their market which can be exchanged for inexpensive customer acquisition at the right time.

How to do it:

• Write two Twitter threads per week (10-15 tweets)

• Tactical content so the reader feels like they stole information

• Repurpose into LinkedIn carousels using Tweetpik

• Engage with others content and build relationships off app

• Build engagement groups (yes, it happens) to scale faster

Customer Retention: 

Growth means adding costs — there's now way around it. Without sticky customers there is increased pressure on sales and marketing to deliver new customers at an ever-increasing rate. Eventually the "chickens come home to roost" with a churn and burn strategy. 

How to do it: 

• Build a community around common values, interests and messaging

• Access to promotions, limited releases, networking, etc.

• Gym Shark has done an excellent job

Quick Overview: 

Earned attention and goodwill from your market will lower your customer acquisition cost and decrease risk associated with growth. Acquiring customers through organic channels is a hallmark of industry leaders and the precursor to a profit machine that is ready to scale. 

SEO Tip of the Week: 

We got a 47% traffic increase in two months by deleting old blog posts. Here's the step-by-step process: 

We've been managing a site that has been stuck for 4-5 months. Despite great content and strong links...we got nothing. So we decided to delete out 57 old/irrelevant posts that weren't getting traffic — and then BOOM...47% growth in two months. 

• Sort pages/posts by clicks and impressions in Google Search Console

• Start with the pages/posts with the least impressions and clicks

• Analyze blogs that are thin or no longer relevant

• Delete the post (or improve)

• Redirect the post to the most relevant post/page

• Wait 2-3 weeks

Delete 5-10% of bad posts at a time so the experiment is controlled. 

How you can work with Barrett:

Brightline Media:

My SEO and Backlinking service Brightline Media has serviced 100+ clients over 5 years. We're a boutique firm focused improving business outcomes by dominating Google. Check out the site here or schedule a discovery call to discuss investing in your digital authority below. 

Please feel free to email me at [email protected] with any questions, feedback, ideas or opportunities!

Thanks for reading!