The Secret to Scaling Your Marketing Strategy as a Small Team
When you’re a small team, it becomes increasingly important to maximize your marketing efforts by placing your resources in the areas with the highest ROI. But what happens once you feel like you’ve maxed those out?
This is often the stage most of my clients find themselves in.
They’ve done everything they know how to do but are now stuck trying to figure out how to scale those efforts and their revenue.
And that’s where my signature concept of linchpin strategies comes in.
What are Linchpin Strategies?
The concept of linchpin strategies is simple—focus on 1-3 primary marketing channels that drive 80% of your growth and come pretty naturally to you. These are your linchpin strategies.
Then every other marketing channel you’re on points to and drive your audience to one of those linchpin strategies because we know they convert.
Here’s an Example of Scaling a Marketing Strategy as a Team of One
My client came to me looking for support in scaling her company’s marketing efforts in 2025—as a marketing team of one. Over the course of 3 Strategy Sessions, we mapped out her entire 2025 efforts using the linchpin strategy concept.
Before we could do anything else, we needed to identify what their linchpin strategies are and for this client, their number one marketing strategy was going to and exhibiting at conferences.
They get a ton of leads and the majority of their customers come from conferences. So how do we add a little fuel to that fire?
We look at the other marketing channels they’re using first and what their previous strategy has been.
They’re a newer company so she’s spent a good amount of time building brand awareness for the organization through:
Conferences
Various types of ads (mostly banner and display ads with some sponsored content as well)
LinkedIn
However, we realized that these efforts were fairly siloed, meaning they independently function and don’t necessarily work together.
Which has worked up until this point.
The Plan for a Marketing ecosystem and Sustainable Scaling
My plan was simple: Create some connection between the existing marketing channels and introduce a couple of new strategies to give their linchpin strategy (conferences!) a boost.
We wanted to make sure that LinkedIn efforts hit each stage of the funnel and leading up to conferences heavily promoted that they would be there to encourage potential customers to stop by their booth.
They’ll also continue to use banner and display ads and sponsored content to build brand awareness but here’s where we’re adding fuel to the fire—We’re integrating geofencing ads for during the conference and retargeting ads for after the conference.
The geofencing ads will help draw more potential customers to their booth so they can collect more hot leads, while the retargeting ads will help maintain that connection after the conference is over.
Another strategy that’s being added in to maintain that connection and help nurture leads is email marketing. They collect emails from interested parties at the conferences and follow-up with them post-conference but we want to take that a step further by nurturing them through targeted email marketing campaigns (opt-in required, of course).
And last but not least, they’re integrating more video into their content strategy. This will be used on LinkedIn and in email but they’ll have a looping video playing at conferences as well. This will once again draw people to their booth and actually lighten the load of the small team by highlighting their unique value proposition for them.
We took what was already working for them and added in a couple of additional low-lift strategies to create more of an ecosystem to fully maximize their results.
And your marketing can truly be as simple as that.
When you’re a small team, scaling your efforts in a simple and sustainable way so you’re not adding more to your marketing plate is critical for success (and your sanity!)
—
If you’re ready to scale your marketing efforts but you’re not quite sure where to go from here, having a Fractional CMO on your team could be invaluable. Learn more about how we can work together in a variety of capacities here.
