Aim Smaller

We’re all familiar with the expression “less is more.” But, as marketers, do we ever stop to consider how narrowing our focus might give us better results? Sometimes, we get so overwhelmed by the big picture that we miss out on quick wins and immediate opportunities. After all, our standard strategies tend toward seeking out more leads, more data and more engagement.

What if the key to unlocking optimal demand generation from our marketing campaigns is, in fact, doing less—that is, in regard to downsizing swollen campaigns? Indeed, during the recent B2B Content2Conversion Conference, the VP and group director of SiriusDecisions discussed a growing trend across the marketing landscape defined as “micro-campaigns.” It’s a simple, but counterintuitive, objective: We must aim smaller with our marketing campaigns to realize more success.

In order to create a successful micro-campaign, B2B marketers must utilize data in a highly targeted manner which enables campaigns to become focused for a smaller audience. In doing so, you can create more personal marketing messages for a specific group of buyers.

As such, the driver of your micro-campaign success is your marketing database. Marketers must focus on eliminating “dirty data” from their databases so that they can target their campaigns toward the buyers who are most likely to purchase. When a business’s database is cleansed, enriched and segmented properly, marketers can extract more pinpointed insights about their buyers and, in turn, create more-targeted messages.

So, what are some other ways to ensure your micro-campaign proves successful? Here are a couple tips:

  • Establish your niche: Use your database as a means of investigating your customers and their top pain points. Then, repackage your company’s offerings with a specific solution that speaks directly to these consumers and their needs. In this way, you can set yourself apart in your market by zeroing in on specific targets, rather than over generalizing your market and trying to speak to everyone at once.
  • Downsize channel usage: If you previously embarked on large-scale campaigns focused on a widespread group of buyers, you probably found that some channels were more effective than others; leverage those channels to your advantage. For instance, hone in on a singular social media channel for your next campaign—one that will provide an avenue for focused, personalized conversations with your consumers. Establishing a solid relationship with your potential buyers in a more intimate way will help drive more-efficient buyer journeys, stimulate good reviews and lead to more recommendations.

So marketers: Think big, aim small! You’ll be surprised by what you see.