In this part of the Ultimate Marketing Guide, I’ll break down the four key stages of a design business – Starting Out, Growing, Scaling, and Expanding – and explore:
- What each stage looks like in practice.
- The unique challenges you’ll face at every stage.
- Key goals to focus on to drive meaningful growth.
- Clear indicators to help you identify your current stage.
- Smart questions to ask yourself before moving to the next phase.
By the end of this guide, you’ll have a clear understanding of where your business currently stands and what your next strategic focus should be.
So, whether you’re building your first client roster or preparing to launch your services internationally, this guide will help you navigate your marketing priorities with confidence.
Let’s dive in.
Identifying the Marketing Stages & Skills
As we already stated in PART I: The Types of Marketing Every Designer Needs, not all marketing skills are created equal, and the right choice depends on your business stage and goals. To make things a bit more easier for you, I’m trying to break down different stages of a design business, outlines essential marketing roles, and clarifies what each professional actually does.
Why Do You Need To Know The Marketing Roles, Stages & Skills Requires?
Understanding marketing roles, stages, and skills is essential for building a strategic, efficient, and growth-focused marketing approach tailored to your business. It allows you to:
👉🏿 Make smarter hiring decisions
👉🏿 Prioritize the right marketing efforts
👉🏿 Avoid costly mistakes
👉🏿 Scale efficiently and predictably
Marketing Focus Per the Stage of Your Business
Starting Out
Focus: Build Awareness, Gain Trust, Generate First Sales
Challenges: Limited budget, minimal brand presence, establishing credibility
Primary Goals:
- Create visibility and credibility in your niche.
- Build a portfolio to showcase your expertise.
- Generate initial leads and referrals organically.
Key Marketing Types:
- Content Marketing: Start a blog, showcase your portfolio, and create valuable design insights.
- Social Media Marketing: Build a strong presence on Instagram, Pinterest, or LinkedIn. (PICK ONE!)
- SEO: Optimize your website for local search terms.
- Email Marketing: Start building your email list with basic newsletters.
- Referral Marketing: Encourage happy clients to recommend your services.
Strategic Priorities:
✔️ Build an online presence through organic channels.
✔️ Focus on creating high-quality content and sharing expertise.
✔️ Leverage social media to showcase your work and grow your audience.
✔️ Optimize your website for search engines (local SEO).
Is This Your Stage?
| Key Indicators | Key Questions to Ask |
|---|---|
| Few or no clients | Do clients primarily come through word of mouth? |
| Inconsistent sales | Is your website generating little to no organic traffic? |
| Low brand visibility | Are you struggling to define your unique selling proposition (USP)? |
| Minimal marketing systems | Do you lack structured processes for onboarding clients? |
Growing
Focus: Increase Visibility, Generate Consistent Leads, Strengthen Brand Positioning
Challenges: Balancing quality and quantity, managing increased demand, optimizing budgets
Primary Goals:
- Drive consistent leads and sales.
- Build stronger relationships with clients.
- Enhance brand presence across key channels.
Key Marketing Types:
- Social Media Marketing (Paid Campaigns): Run targeted ad campaigns to expand reach.
- Search Marketing (SEO & SEM): Invest in strategic paid search campaigns.
- Email Marketing: Automate lead nurturing and onboarding sequences.
- PR: Secure media coverage in design-focused publications.
- Affiliate & Partnership Marketing: Develop partnerships with furniture brands, vendors, or influencers.
Strategic Priorities:
✔️ Scale content and social media efforts with paid ads.
✔️ Refine client onboarding and communication processes.
✔️ Build strategic partnerships with complementary brands.
✔️ Start attending or hosting design-focused events or webinars.
Is This Your Stage?
| Key Indicators | Key Questions to Ask |
|---|---|
| Steady but unpredictable leads | Do you have a consistent but not fully predictable lead flow? |
| Exploring paid advertising | Are you experimenting with ads or partnerships to grow visibility? |
| Increased brand visibility | Do you have at least one marketing channel generating leads consistently? |
| Starting to see repeat clients | Are you spending significant time managing day-to-day marketing tasks? |
Scaling
Focus: Maximize Efficiency, Optimize Systems, Expand Market Reach
Challenges: Maintaining quality across channels, handling higher lead volume, managing teams
Primary Goals:
- Optimize and automate marketing workflows.
- Strengthen brand authority and visibility.
- Scale customer acquisition while maintaining quality service.
Key Marketing Types:
- Paid Advertising (Media Buying): Launch multi-platform ad campaigns with larger budgets.
- Product Marketing: Refine and highlight signature offerings.
- Growth Marketing: Use experimentation and analytics to optimize conversion funnels.
- Account-Based Marketing (ABM): Target high-value clients with personalized campaigns.
- Customer Experience (CX) Marketing: Build loyalty programs and referral incentives.
Strategic Priorities:
✔️ Optimize client acquisition funnels for maximum efficiency.
✔️ Expand digital advertising efforts with measurable ROI.
✔️ Focus on signature design offerings to stand out in the market.
✔️ Build and refine loyalty and referral programs.
Is This Your Stage?
| Key Indicators | Key Questions to Ask |
|---|---|
| Predictable revenue growth | Are you confident in your ability to predict monthly revenue and leads? |
| Dedicated marketing resources | Have you built systems for managing marketing campaigns at scale? |
| Strong client retention rates | Do you have dedicated resources or team members for marketing? |
| Optimized sales funnels | Are you optimizing processes rather than building them from scratch? |
Expanding
Focus: Enter New Markets, Diversify Revenue Streams, Maintain Brand Consistency
Challenges: Adapting to regional differences, managing larger teams, scaling processes globally
Primary Goals:
- Successfully enter new markets or regions.
- Maintain brand consistency across all touchpoints.
- Diversify services and revenue streams.
Key Marketing Types:
- Brand Marketing: Ensure consistent brand positioning across markets.
- Affiliate & Partnership Marketing: Establish global partnerships with strategic allies.
- Event & Experiential Marketing: Attend international design expos and host flagship events.
- Public Relations (PR): Gain visibility in international design publications.
- Customer Experience (CX): Localize client onboarding and project delivery processes.
Strategic Priorities:
✔️ Adapt services and messaging for new markets.
✔️ Build a scalable global affiliate program.
✔️ Invest in flagship projects and showcase premium work.
✔️ Maintain consistent brand visuals, messaging, and customer experience globally.
Is This Your Stage?
| Key Indicators | Key Questions to Ask |
|---|---|
| Strong market presence | Are you ready to launch in new cities, regions, or international markets? |
| Systems optimized for scale | Do you have proven processes that are easy to replicate and scale? |
| Regional and global campaigns | Is your team equipped to handle larger projects or campaigns? |
| Brand consistency challenges | Are you focused on brand consistency across all touchpoints? |
Please keep in mind: use this only as a recommendation!
The specific activities, investments, and strategic focus at each stage is highly dependant on your business goals, model, and market. At Aveny, we always tailor the growth game plan to suit the individual business, and honestly – simply copying others’ playbooks wont give you the same results as they are getting. But, I hope this serves as an overview to give you clarity to undertand where your resources should go, depending on your stage.
Up next: How To Build Your Marketing Dream Team
Once you’ve aligned your marketing priorities with your stage, the next step is to build a team or outsource tasks to support your strategy.
Part III – Building Your Marketing Team at Each Stage
More Articles About Sales & Marketing
FAQ – The Different Marketing Stages for Design Businesses
Marketing Stages
What are the key indicators of each stage?
You can identify your stage by looking at key indicators such as client volume, revenue consistency, team size, and marketing processes. For example:
- Starting Out: Few or no clients, inconsistent sales, minimal systems.
- Growing: Steady but unpredictable leads, starting to experiment with paid ads.
- Scaling: Predictable revenue growth, optimized workflows, larger marketing budgets.
- Expanding: Entering new markets, strong brand presence, global consistency challenges.
If you’re unsure, revisit the Key Indicators & Questions to Ask section for each stage.
Marketing Stages
Can my business be in multiple stages at once?
While it’s possible to have overlap, most businesses have a primary stage they’re operating in. For example, your main service offering might be Scaling, but a new product launch might still be in the Starting Out phase. Focus on your primary business model first, then address secondary projects.
Marketing Stages
What happens if I focus on the wrong stage?
Focusing on the wrong stage can lead to wasted resources, missed opportunities, and burnout. For instance, running expensive ad campaigns in the Starting Out stage without a clear brand message can result in low ROI. Align your marketing priorities with your current stage for maximum impact.
Marketing Stages
Do all marketing types apply to every stage?
No. Some marketing types are more relevant at specific stages. For example:
- Starting Out: Focus on Content Marketing, Social Media, SEO, and Referral Marketing.
- Growing: Add Paid Ads, Partnerships, and PR.
- Scaling: Prioritize Growth Marketing, CX, and ABM.
- Expanding: Focus on Brand Marketing, Affiliate Programs, and Experiential Marketing.
Each stage requires a different mix of strategies.
Marketing Stages
How do I transition from one stage to the next?
Successful transitions involve reviewing your current systems, measuring key metrics, and preparing for the next phase. Ask yourself:
- Are my current marketing systems delivering consistent results?
- Do I have the resources (team, budget, tools) for the next stage?
- What gaps need to be addressed before scaling or expanding?
Clear data and regular reviews help ensure smooth transitions.
Marketing Stages
What’s the biggest mistake businesses make at each stage?
- Starting Out: Spreading too thin across multiple marketing channels instead of focusing on core strategies.
- Growing: Over-relying on referrals without investing in scalable lead generation systems.
- Scaling: Neglecting customer experience while focusing solely on acquisition.
- Expanding: Failing to adapt messaging and offers to new markets.
Marketing Stages
Should I outsource or build an in-house team at each stage?
- Starting Out: Likely to rely on freelancers or DIY efforts.
- Growing: Start outsourcing specialized tasks (e.g., paid ads, PR).
- Scaling: Build an in-house team for core activities, outsource high-specialization tasks.
- Expanding: Invest in a strong leadership team and global partnerships.
The balance shifts as your resources and needs grow.
Marketing Stages
How often should I reassess my business stage?
At least once per quarter. Business stages are dynamic, and it’s essential to regularly review key performance indicators (KPIs) and ask reflective questions:
- Are we consistently hitting our goals?
- Have our challenges changed significantly?
- Are our marketing systems aligned with our current stage?
Regular reviews prevent stagnation and keep growth intentional.
Marketing Stages
Can I skip a stage if I have more resources?
While additional resources (like a larger budget or team) can accelerate your progress, each stage builds critical foundations for the next. For example, jumping straight to Scaling without a strong brand foundation from Starting Out can lead to instability. Follow the stages progressively, even if you move quickly through them.
