Too often, marketers are delivering messages via the old fashioned “batch and blast” system (i.e., sending messages to massive segments), which can lead to inaccurate or irrelevant messages for the recipients. With so many digital channels now available, appealing to the customer at initial contact is more important than ever. In this post, we will walk through 5 steps to switch from mass marketing to micro, ultimately resulting in more effective lead management practices for marketers.

Untitled 300x231 Lead Management Basics: 5 Steps for Switching from Mass Marketing to MicroStep 1: Trim Down the Budget

Like we recently learned from a certain 2012 Boston baseball team, huge budgets will not always guarantee success. Creating a smaller budget or trimming down an existing budget could actually help your company focus more on campaigns by leveraging the most effective channels for your money. Large budgets often lead to mass marketing tactics, and occasionally lead to careless spending habits. Allocating a smaller budget for a campaign will drive focus and leverage individual customer information for relevance and more targeted campaigns down the road.

Step 2: Use Progressive Profiling

When signing up for a newsletter or to receive a document, have you ever been asked for more information than you want to give out? Most of us have. That’s why using progressive profiling to gather customer information is a must have for micro marketing. Gathering small bits of information (i.e., name and email) from customers at first, then collecting more later will increase the chances of returning customers. It’s much more appealing for a user to provide a few bits of information at initial sign-up and future interactions than fill out a massive form from the start. In other words, don’t overwhelm your customer upon introduction.

Step 3: Classify Individuals

While marketers should make micro marketing focused on the individual, it’s still important to classify these individuals into smaller segments or groupings. Use profiling information to identify customers as individuals first, then as members of a larger bucket. This will help deliver a more one-to-one interaction while keeping specified segments available.cross channel lead management 300x296 Lead Management Basics: 5 Steps for Switching from Mass Marketing to Micro

Step 4: Knowledge Is Power

Your customers and prospects will be much more inclined to interact with your brand or proceed to the next step in the buying process if they feel they are being delivered relevant messages. Use data previously collected about your customers to target individuals instead of sending out mass messages. Using information you have to create a target market (by company revenue or industry) will make customers feel like you are delivering messages specifically for their eyes.

Step 5: Data Hygiene

Lastly, keeping your database “clean” can be extremely important. This goes beyond just deleting opt-outs; instead, marketers should make necessary changes to their network of customers. If a customer should be in a different bucket, take a second look at the information you have collected about the individual, allowing for targeted messages to be sent in the future.

Following these simple steps could assist marketers in switching from mass marketing to micro, allowing organizations to better define and execute their lead management strategies. Delivering relevant one-to-one messages to clients and prospects can be as easy as giving some extra focus and attention to collecting data and crafting campaigns for your audience.

© Kuklev; Stephan John