Start Closest to the Money: The Secret to Sustainable Growth

Marketers LOVE to tell small business owners that running ads and optimizing them for clicks is automatically going to flood new businesses as if it’s the answer to all their growth problems. I get why it sounds tempting. But starting with ads is like pouring water into a leaky bucket. If the foundation of your business isn’t solid, then all the traffic in the world won’t help you grow sustainably.

Around here, we think differently. One of our core beliefs is that if you want better, faster results, you must start closest to the money. That means focusing on the areas of your business that generate the most immediate value and building out from there. For most businesses, this starts with creating a thoughtful plan to maximize revenue from your existing customers through cross-sells and up-sells. From there, you work backward: optimizing your sales process, refining your lead generation strategy, and enhancing your advertising approach.

One of the ways we identify where to begin is by using the Digital Marketer Customer Journey Worksheet. I’ve been a Digital Marketer Certified Partner for five years, and if you know me, you know I love a good process—especially one that’s been created, refined, and perfected over years of working with businesses of all sizes. I mean, why reinvent the wheel?

Digital Marketer are the experts who literally wrote the book on digital marketing (Digital Marketing For Dummies). They’ve trained BIG brands like HubSpot, Uber, and Shopify, using the same proven strategies we apply with our clients. This isn’t just theory—it’s a method that ensures every step in your marketing process aligns with growth and maximizes ROI. When brands at that level trust Digital Marketer to drive results, you know you’re in good hands.

Now, let’s break down how to apply this approach to create a business that grows smarter, not harder.

Focus on Your Existing Customers

Your current customers are your foundation for growth. Yet so much business advice centers on acquiring new customers, overlooking the untapped potential you already have. These are the people who know you, trust you, and value what you offer. Instead of pouring all your energy into chasing new leads, why not strengthen and expand the relationships you’ve already built?

The Customer Journey Worksheet helps you map out ways to nurture your customers, and a CRM makes this process even more effective. With a CRM, you can track every interaction and purchase history, clearly showing what your customers love and where you can add value. What else could you offer them? A CRM helps you identify complementary products or services that naturally pair with what they’ve already bought and allows you to deliver personalized recommendations that feel thoughtful, not pushy.

When you focus here first, you’re not just increasing revenue. You’re increasing your existing customer base's lifetime value (LTV), saving you time and money. 

Smooth Out Your Sales Process

Once your existing customers are happy, it’s time to make sure your sales process is as smooth as butter. If someone shows interest in your business, are you making it easy for them to buy? Or are there roadblocks getting in their way?

Some areas of your process to look at include your sales funnel. Can you cut out unnecessary steps that slow people down? Have you set up automated workflows to check in with leads who haven’t converted yet? If you have a sales team, make sure they know how to handle objections confidently.

When buying feels effortless, people are more likely to say yes.

Attract the Right Leads

Now that your foundation is solid, it’s time to bring in fresh faces. But here’s the catch—you don’t want just anyone. You want the people who are a perfect fit for what you offer.

You need to get crystal clear on who your target audience is and what they truly need. When you deeply understand the people you’re selling to—what motivates them, what problems they’re trying to solve—you can focus your efforts on attracting the right leads and building genuine connections. 

Small businesses often skip this step because it feels counterintuitive. Many believe narrowing their focus means missing out on revenue by excluding potential customers. Marketers make it seem like a numbers game—the bigger the net, the more "fish" you might catch. And sometimes, businesses simply haven’t taken the time to consider who they’re selling to.

This critically important step gives you clarity and ensures you’re not wasting time or resources chasing the wrong audience.

Scale with Confidence

Finally, let’s talk about ads. When your systems are running smoothly, instead of feeling like a gamble, ads become a targeted strategy to bring in more of the right customers and build on the strong foundation you’ve already established.

Why Ads Work Best at This Stage

Most small businesses jump into advertising too soon, hoping for quick wins without the infrastructure to support long-term growth. By starting closest to the money, by the time you’re ready to invest in ads, your business will have a strong foundation—a clear customer journey, optimized sales processes, and a steady flow of repeat business from existing customers. At this point, ads become a tool to scale, not a lifeline.

Tips for Effective Advertising:

• Start Small: Launch campaigns with a modest budget to test what works. Think of this as research to fine-tune your messaging and targeting.

• Retarget Warm Leads: Focus on people who’ve already engaged with your website, emails, or social media. They’re closer to buying and need less convincing.

• Highlight Your Best Offer: Don’t overwhelm your audience with options. Start with one clear, compelling offer that aligns with their needs.

• Track What Matters: Monitor your ad performance closely. Look at metrics like cost-per-conversion and customer lifetime value to ensure your ads are delivering meaningful results.

Going Beyond Ads

Ads aren’t just about clicks or conversions—they’re an extension of your brand. Every ad you run should reflect the experience you want customers to have. Are your visuals and copy aligned with your values? Does the messaging feel authentic and human? These elements build trust and make your campaigns more impactful.

When you’re scaling confidently, ads become the cherry on top–not the entire sundae.

Why "Start Closest to the Money" Works

This approach isn’t about shortcuts—it’s about being intentional. When you focus on the parts of your business that directly impact revenue, you create a cycle of growth that builds momentum. Each step sets the stage for the next, so by the time you’re ready to scale, you’re doing it with confidence.

And with the right tools, you’re never guessing. You have a roadmap that shows you exactly where to focus and why.

So, what do you think? Ready to build a business that’s set up for success? Our marketing team wants to help you see what’s possible. Let’s chat about your goals and show you how this framework can work for your business.