“What would you do differently if you were to start your business all over again today?”

This is a question that I am often asked by health professionals within my community. Truth be told, the growth strategies I implemented to build my business 18 months ago aren’t necessarily the same strategies that I would implement if I started my business again today.

Things change fast in the online world.

And if you want to start a business, you need to be aware of the things that will support the growth of your business and the things that won't.

Below, I share the three things that I would do differently if I were to start my business again today, in the hopes that you can learn from my mistakes and implement some new strategies to support the growth of your business.

The first thing I would do differently if I started my business again today is get clear on my purpose

Getting clear on the purpose of your business and the reason behind why you do what you do is essential to build a profitable and sustainable business.

My decision to leave dietetics came after running a one-off masterclass, teaching digital marketing to dietitians and nutritionists in partnership with Rebecca Gawthorne. This experience really cemented my love for helping health professionals market their businesses online and so I chose to pursue a new career in marketing.

When I started my business, all of my focus was on creating and launching Gramtini. At the time Instagram marketing was becoming very popular and it was a platform that I knew like the back of my hand, so it was only natural that Gramtini would be the first product I created.

After successfully launching Gramtini, I was faced with the question of ‘what next?' And I had no answer.

I hadn't thought about the higher purpose of my business and what it was that I was working towards beyond Gramtini, so I found myself in a position where I lost a lot of the momentum that I had built up online during the first six months of business due to a lack in strategic direction.

So, if I were to start my business again today, I would start it with a very clear understanding of the deeper purpose behind my business, and the vision and mission that I am working toward. This is because together, they not only serve as a compass to guide strategic decision-making in your business and encourage you to think about the bigger picture, but they also give purpose to your marketing content.

Throwing a little bit of strategy behind your content creation process can transform your business, as it means every piece of content you share is tied to a deeper goal that will fast-track your growth online.

The second thing I would do differently if I started my business again today is develop a brand strategy to stand out online

There has been a big shift in the way that healthcare services are being delivered in todays technological climate and so business now have to adopt the online space to keep up. 

As more and more health professionals choose to market their businesses online, social media is becoming more saturated than ever before and with how ingrained technology is in our everyday lives, businesses need to work a lot harder to attract customers. 

Consumers have access to more choice now and so just offering a health-related service or product isn’t enough anymore. 

You need to do more to stand out and get noticed by those that are wanting your services.

Developing a strong brand strategy is a great way to build your brand in a way that stands out from your competitors and highlights you as the ideal choice in the minds of your customers. 

Having a brand strategy will also help you to gain clarity on WHO you are as a brand and business and allow you to better communicate HOW you are uniquely positioned to best support your customers.

So, if I were to start my business again today, I would establish a brand strategy from the get-go and really use this to elevate my brand and stand out from my competitors. Because when you are able to communicate your message clearly and consistently in a way that resonates and connects with your audience, and when you articulate the unique value that you have to offer, your business is better positioned to attract clients and grow.

The third thing I would do differently if I started my business again today is implement a more sustainable marketing system

While Instagram has always been a really effective marketing tool for my business, (even dating right back to my first business) over the years I have experienced burnout and had to step away from the platform altogether to recharge.

And there is no doubt that my decision to do so has negatively impacted my growth.

That's why if I had my time again I would look at implementing a far more sustainable marketing system in my business that included both social media and an email marketing strategy.

Instagram, along with any other social media platform, is rented real estate, meaning that you don't own your audience on these platforms.

However, you do own your email database!

According to Hubspot, email marketing generates $42 for every $1 spent, making it one of the most effective marketing options available to businesses.

In addition to this, 78% of marketers indicate that they have seen an increase in email engagement over the past twelve months, so all signs are really pointing to email.

Your email list is a marketing channel that you have control over, and it is a great way to communicate with your audience in a more personal and tailored way. And the biggest plus for me is that it is far less time intensive to create than social media content is.

So, if I were to start my business again today, I would choose to prioritise email marketing and have my social channels as a supporting platform rather than the other way around.

The take home message?

Things change fast in the online world, so the strategies I once implemented to grow my business are different from the ones that I would implement if I started my business again today.

The things that I would do differently if I started my business again today include getting clear on the deeper purpose of my business, developing a brand strategy, and establishing a sustainable marketing system to support the long-term growth of my brand.

If you would like to learn the exact steps to build a sustainable marketing system that makes creating content and converting your *dream clients* a breeze, then I would love to invite you to join Markertia, a twelve-week marketing experience that sets your business up for success in a way that feels good to you. Learn more.

If you are still in the early stages of building your email list, then I’d recommend checking out Flodesk. They are great for small businesses and offer a free 30-day trial that you can use to explore their large range of beautifully designed email templates. You can use this link to get you 50% off your first year with them!