In this episode, Jessie and Angela discuss strategies for diversifying business offerings for small business owners who have moved beyond the initial growth phase. The conversation focuses on expanding product lines and services in a way that's logical and beneficial for existing customers. They emphasize the importance of using the established customer base to introduce new, complementary offers or services.
Key strategies discussed include collaboration with other service providers, developing add-ons, offering customization, and exploring niche markets. For example, a copywriter might collaborate with a designer to offer social media graphics and captions, or a web designer could offer a maintenance package post-website build. They also talk about the benefits of limited edition or seasonal offers, even for service-based businesses. The episode highlights the importance of enjoying the business process, having fun with it, and the opportunity to experiment with new ideas once a strong business foundation is established.
**ANNOUNCEMENT** After nearly 3 years, the Marketing Moms podcast is sunsetting. Thank you so much for the unwavering support, well-wishes, and memories. This has been the experience of a lifetime <3
It's coffee time!
Jessie & Angela
00:00.60
jessievalle
Today we are going to explore how you can diversify your offerings to kind of maintain or slow grow that business now that you're over that initial phase and you can actually sit back and explore what is next.
00:48.13
jessievalle
So diversifying your offerings now some people are going to be here like wait a minute I Thought you said we were slowing down what what is why would we offer something new because doesn't that sound counterintuitive.
00:58.92
Angela
Um.
01:05.45
Angela
Um.
01:07.53
jessievalle
It does sound counterintuitive. But I promise you it is not you know now that you've reached that point and you're been in this where what you've created foundationally a strong now you have the opportunity to explore how to make small tweaks.
01:11.65
Angela
Okay.
01:26.74
jessievalle
And changes to strengthen it even more.
01:28.87
Angela
Yes, this is not the throw everything at the wall and see what sticks sort of diversification that you get at that initial growth phase where you're just trying to figure out what's going to make you money.
01:40.87
jessievalle
Yeah, so everything we say in this episode I know it's gonna sound counterintuitive but it is not starting with the first thing which is to expand your product line. So what we mean by that is. You have clearly worked with hopefully at this point hundreds of people right? So you have an idea of what they like and what they need and what they want I know a lot of times. It's. Sell them what they want but give them what they need that kind of a thing but now is a time to actually introduce say a complimentary offer or something that can.
02:20.92
Angela
Um, yeah.
02:36.00
jessievalle
Can really help focus on what might come next like a logical next step because remember we're at that stage where we need to now start utilizing the customer base we already have so we can't sell them the same thing.
02:53.69
Angela
You.
02:55.80
jessievalle
Have to offer them something new and so that's kind of what this is is the next logical step in your offering.
02:59.96
Angela
Yes, and if you're a service provider. This can also be an opportunity to collaborate with people to be able to offer some of those complementary services.
03:14.37
jessievalle
Um, yeah, so for example, if you are I don't let's come up with an example. Ah.
03:21.32
Angela
If you are a copywriter. Maybe you collaborate with a designer to offer some social media graphics and captions.
03:34.43
jessievalle
Um, yeah, that's a good idea so it's another way where even though you're not the 1 doing that second service because you're collaborating. You can still get a kickback for bringing in the new customer.
03:46.60
Angela
Um, yeah, um.
03:50.83
jessievalle
For sure. Um, another thing that you could do is kind of develop add-ons especially as a service provider so this is when let's say you're a web designer or developer.
04:00.27
Angela
Yes.
04:08.47
jessievalle
And you've built the website. What's next? well you can offer them a maintenance package so that you can continue to work with them work on their website but you're not building a new one because you already did so it's kind of enhancing the value of that initial product.
04:19.27
Angela
Right. And it can also be a draw to new customers. Even though that's not really the focus to know that you do have those additional services sometimes people just like to know that there's like other options. Even if they don't take them.
04:43.52
jessievalle
Yeah, and also I know that it it's kind of like my sister has not lived in the town we grew up in for years. And yet she still goes there for the dentist and the doctor it's like because it's what you know and it's what you trust you continue to make the longer drive to go there even though there's a doctor and a dentist around the corner.
05:03.25
Angela
Um, right? Yep um.
05:14.48
Angela
Um, right.
05:17.78
jessievalle
So it's kind of like that you want to build that customer base that feels that loyalty to stick with you No matter what over the long haul and having those add-ons a ways that they can stick with you can be really helpful but not just that It's also like.
05:24.39
Angela
Oh.
05:31.90
Angela
Right.
05:36.69
jessievalle
Let's say you are a web designer I'm just going to use that 1 again and you've never offered the copywriting portion but you could now and no one said you personally have to do it. You can collaborate with someone else or.
05:46.10
Angela
Um, right.
05:52.81
Angela
Who yep.
05:55.23
jessievalle
Do subcontracting where you hire them to write it and then and then offer that as a service add-on.
06:00.84
Angela
Yeah, yeah, and that's not I mean it's not going to exponentially increase your profits, especially if you're doing something like subcontracting but it is going to grow a little bit.
06:12.69
jessievalle
The heat.
06:14.62
Angela
Going to bring in a little bit of extra income without a whole lot of extra work on your part.
06:18.47
jessievalle
Right.
06:21.34
Angela
Another thing you can do that's similar to that is to offer customization so offer some more customized options for your client depending on what their needs are so I have a certain set of clients that are really. Dependent upon seo for their businesses and so one of the things that I offer them is technical seo support so making sure that images have alt tags checking broken links those little nitpicky tech things that don't usually show up in Seo.
06:59.49
jessievalle
Here.
07:00.22
Angela
Audits but somehow still make a big difference to seo. Ah but a lot of my clients. Don't need that they're not as concerned about it. They have their driving direct traffic. Don't worry about Seo but I do have a small subset that need that seo and so that's a good customization that I can offer them to their package to add that on.
07:21.79
jessievalle
Yeah, pressure and let's say that you are a virtual assistant and virtual assistants typically have a very wide range of skills and offerings in their packages but let's say.
07:34.18
Angela
E.
07:39.55
jessievalle
I Mean again, you're not a beginning business owner. You've probably most likely definitely have learned a lot of things over the time that you have been assisting and so maybe now is the time where someone comes in and they're like listen I Love this stuff that you're offering. But I really wish you could also do.
07:45.74
Angela
Um, so.
07:57.24
Angela
Who.
07:58.73
jessievalle
This and it might not be something you ever thought of but now is the time to say you know what? yeah sure, let's add it on tack it on. Let's do it I'm not going to offer that in my main package but I will do it for you. So also give the clients and the customers the opportunity to to tell you what they need.
08:03.33
Angela
I Could do that? yeah. Yes.
08:18.40
jessievalle
And explore fulfilling that for them even though it's not something you would have imagined doing at the beginning of your business.
08:26.62
Angela
This is also a really good time to explore some of those niche markets that you may not have targeted in the initial growth phase because they are very very small. So. It takes a lot more effort to like track down those clients and really find out what they offer. But if you're in a slower growth phase or you're in a maintenance phase where you aren't spending quite as much. Time money and effort into the the marketing and the growing and the bringing new people in you can explore some of those you can really sit back and think about what are some of the people that I really really enjoy working with what are some of the things that I would like to do maybe there are certain. Nonprofits that you would love to work with that. You want to try and go after or maybe you go you know what I had that 1 client that 1 time that was ah I don't know underwater basket weaver and it was super fun and I want to see if I can find some more clients like that like go for it like see.
09:24.70
jessievalle
Yeah.
09:30.32
Angela
See what you can find and see if you can target those markets with very specialized services and products that you know they need.
09:38.24
jessievalle
Yeah, so I actually saw a story recently that fits this perfectly so you know the cup company Stanley exactly when you think of a stanley cup.
09:50.30
Angela
Oh gosh. Yes.
09:56.60
jessievalle
Who do you think that is for what market. Oh okay, you know the story then.
10:00.80
Angela
Ah, well right now I know who it was originally for but I will go I will go ahead and say um for women because I'm on Tiktok. So there's no escaping the marketing of Stanley Cups toward women even though.
10:08.52
jessievalle
Yeah.
10:15.80
Angela
Not a thing I would be interested in.
10:17.98
jessievalle
Yeah, so yes, originally Stanley cups were meant for the workforce right? like a strong sturdy cup that could keep your drink cold all day. Um, and at one point a mom influencer.
10:20.90
Angela
Oh.
10:34.28
jessievalle
Found the cup and marketed it to her audience and it blew up and instead of ignoring that they're like well we weren't really focusing on moms and women and that field we're we're looking at the the hard strong workforce. That's who.
10:37.53
Angela
E yes.
10:49.86
Angela
Um, right? yeah but dollar type say yeah.
10:53.50
jessievalle
Yeah, not these moms and ladies so instead of being like yeah, that's an anomaly they leaned into it and they came out with a product line of more fun colors and pastels and. The pretty ones that women would be more drawn to and guess what their business blew up even more and so that's obviously not what we want you to do per se because that would be a rapid growth expansion.
11:10.78
Angela
Um, yes.
11:16.59
Angela
Um, yes.
11:23.32
Angela
Um, this is slow growth maintenance.
11:27.44
jessievalle
Which is kind of yeah, not exactly what we are discussing here but I still think it's a really cool story.
11:31.78
Angela
Um, and it's a really good example of finding like a niche market that can really enjoy your products and services.
11:39.83
jessievalle
Right? Another thing I think of for service providers per se is exploring. Let's say that you did work with a lot of different companies and you like Angela said really enjoyed that underwater basket. Weaver. Creating certain packages and lines that that really speak to that specific clientele that might be something you would explore because then it's easier to say hey you know what I offer. But website building. However I have this specific website build for an underwater basket Weaver which has special features that underwater basket weavers need maybe you should take a look at this now that one's silly but you could do it for dentists or autobody mechanics.
12:25.96
Angela
Um, yes, um.
12:35.72
jessievalle
And you know all these different places that they all need a website or they all need your service but you can create you have time to actually create specific packages saying like okay well ah, an artist I know Angela has worked with several artists.
12:38.53
Angela
Um, yeah.
12:52.82
jessievalle
They always need a place or a page to display their artwork but a dentist doesn't need that you know.
12:58.50
Angela
Um, ah.
13:02.12
Angela
Right? Yes, exactly that is ah, a really good example. Um, and I think really like before we get into the last one. What a lot of this diversifying of your offerings boils down to is that now that you are not. In the scraping and scrabbling and scrounging to find clients phase you can really have fun with your business. You can try new things that you always wanted to try wanted to offer but were afraid that nobody would take because it's okay, if nobody takes it if you put it out there and nobody wants it. Oh you know? Okay, you still have that maintained business of steady clients and steady revenue and if it does work out. Awesome. You get a little bit of Growth. You get a little bit more revenue.
13:44.81
jessievalle
David.
13:55.77
Angela
But this is a really good time to start playing with some of those things to really enjoy the business that you've built.
14:02.49
jessievalle
Yeah, because prior to this there have been a lot of stressful moments as you've been trying to build that strong foundation and now is the time that you have it. So you can have that breathing room to maybe try something a little different.
14:22.48
Angela
Um, yeah, so the last one which personally is one of my favorites ah is seasonal or limited additions now this is easier if you are a product based business. Um, because you know there's seasons and holidays you can come up with all kinds of things. It's a little more difficult if you're a service-based business but you still can do seasonal offerings I have black Friday offerings because I have a lot of clients that need black friday help.
14:51.77
jessievalle
Yeah.
14:58.84
Angela
Those are only available like October November I don't offer them any other time a year
15:01.64
jessievalle
Yeah, but if you if you think about it. There are some things that even if you do them throughout the year you can put a holiday spin on it like yes.
15:13.77
Angela
Yes, ah.
15:19.75
jessievalle
Take the holidays for example, maybe throughout the year a lot of people like on social media For example, they have a lot of things that are just generic. But then you can offer your special holiday social media package where you have. Where you take the time to take their branding and put it in the seasonal look without them having to wonder. Okay, how can I take my normal branding and make it look seasonal for a month.
15:43.74
Angela
Um, yes.
15:51.69
Angela
Right? Yeah, ah, a good example would be if you are a graphic designer or a copywriter that offers social media services for captions or for like social media posts. Ah maybe one of the things you offer starting in November. Or through November is like an advent countdown to Christmas or whatever holiday that particular business wants to countdown to where it's just a package of 25 social media posts and captions that are like Jesse said your branding but kind of holidayed up.
16:10.97
jessievalle
Me.
16:27.10
Angela
And you don't have to think about it. You just schedule them in your scheduler and you've got a festive ah festive social media for a month and you could do that for other holidays too thanksgiving fourth of july.
16:37.78
jessievalle
Yeah, and valentine's day. Ah well I was also thinking. Yeah I was also thinking of.
16:45.60
Angela
Ah, labor day I don't know count down to schooling back to.
16:55.44
jessievalle
The people who offer like a year of x y z a year of social media ideas a year of video ideas a year of blog posts a year of whatever you can technically market that at any time of the year
17:00.35
Angela
Um, yeah, yeah, and.
17:12.52
Angela
Um, right? um.
17:14.33
jessievalle
However, if you put a holiday spin on it and market it at the in the in December heading into the new year or January special or something like that now is the time to take what you already offer and take the extra time to put a little. Holiday spin on your marketing for a month of the year
17:33.11
Angela
Yes, yep, and also with limited edition products is a good way to like experiment with different offerings for products or services just to say pay for the next three months I'm going to offer this service. Just.
17:47.82
jessievalle
Now.
17:50.11
Angela
To try it out. You don't have to tell people. It's just to try it out but just to try it out like three months only I'm offering this service.
17:52.88
jessievalle
Yeah, if yeah I know that we're trying to speak to service providers. But yeah, absolutely if you're a product baseline as well. I know someone who needed a certain nerd has flavors of things and guess what during the fall they offered pumpkin spice. Because why not. But guess what that's a seasonal and limited addition or the reason the coffee places only give me pumpkin spice a couple months of the year so that I crave it the rest of the year how dare they.
18:13.54
Angela
Um, yes.
18:22.80
Angela
Yes, so you won it. The rest of the year yes our speaking of coffee shops. Our coffee shop has new special things every month like our local coffee shop and.
18:32.44
jessievalle
In it.
18:37.93
Angela
1 of my favorite ones over the summer they have like a lavender honey latte. That's really good. So yeah, like it's fun to me to go in and see they'll have like 3 or 4 special things each month which is really really fun and and.
18:44.13
jessievalle
Mm.
18:55.66
Angela
Ah, draw for people. Yeah.
18:56.54
jessievalle
I Was gonna say keeps you coming in because you want to see what the flavor is although have you seen? um do you have any crumble cookies near you. Okay, well it Okay, cool.
19:05.46
Angela
Um, no I've heard of them though.
19:09.12
jessievalle
Anyway, they have different flavors every week. Yeah, so every week you walk in and of course they have the classics like chocolate chip every week but they only offer like 6 different cookies every week
19:11.83
Angela
Um, oh.
19:16.16
Angela
Right.
19:24.80
jessievalle
And 1 is already chocolate chip but you walk in and it's like what? ah like it's different every week yeah what is it this week. What are you offering this week
19:26.47
Angela
Um, right? What is it this week. Yeah, and that's that brings people back. Not only to see. What's new. But also if they find a cookie they like they may make an extra trip back that week just to get another cookie before it goes away I get that way when there's a really good flavor at the coffee shop I will go an extra time or 2 just to get that before it goes away.
19:52.36
jessievalle
Yeah, you know it reminds me of back in the day I'm so sad that they canceled this promotion but the monopoly at Mcdonald's do you know how much we went to Mcdonald's to get those little monopoly pieces so many times why did they.
19:54.44
Angela
Again.
20:05.90
Angela
Um, yes, so many times yes but and and people looked forward to it every year people would get so excited about it.
20:11.95
jessievalle
Stop that Oh totally it was I know ah nostalgia.
20:21.93
Angela
You know? Yes, yeah so that's that's a good example of promotions and options for products for services for all kinds of different stuff.
20:34.27
jessievalle
Absolutely so even though you are in that slow growth maintenance phase now is the time that you can actually sit back and think how can you improve even this smidge those products and offerings that you have currently. Kind of diversify your offers or try something new now is the time to do that if there is something that we didn't mention on this list that you have done or you have an extra story to tell us. About any of these things we are all ears. You can find us on Instagram over at at Marketing Mom's podcast and we look forward to speaking with you next week
21:23.31
jessievalle
That's the beginning one I mean by.
