Are you approaching the right audience with your marketing efforts? If you answered no, or if you’re not sure, then you should be using micromarketing, at least some of the time.
Are you unclear on what micromarketing is? In this guide, we’ll define micromarketing, explain what it entails, and divulge its benefits, so make sure you check it out!
What Is Micromarketing?
The term micromarketing might make you think of marketing done on a smaller scale. That’s not entirely what it is, though.
Rather than scaling down your marketing efforts, micromarketing is about scaling down your target audience.
In other words, you’re appealing to a very select niche audience with a very select niche product or service.
How niche are we talking about here? You might hyper-segment your audience based on a specific city, town, or neighborhood, or perhaps an age group, an income bracket, or a job title or industry.
Micromarketing is highly specific and thus very customized. It’s also usually regarded as a more expensive form of marketing.
After all, the market materials you’ll create apply only to a very select crowd and thus can’t be recycled or otherwise utilized again.
What Goes Into a Micromarketing Campaign?
You’ve never tried micromarketing before, but you have a new product or service coming down the pike that you think would be perfect for this form of marketing.
How do you launch a successful micromarketing campaign? Here’s what goes into your marketing strategy.
Buyer Personas Creation
Customer avatars or buyer personas are an excellent way to envision what the ideal customer is in each audience segment you’re working with.
Each buyer persona should have its own name such as Busy Gal Betty or Executive Manager Eddie.
Based on what you know about this niched-down audience segment, what kinds of problems would a person like Busy Gal Betty or Executive Manager Eddie have? In other words, what are their pain points?
You also need basic demographic and geographic information for each persona. What does this person do for work? How much money do they make? How many kids do they have? Where do they live?
It’s far easier to both market and sell to a persona than it is to an undefined group, even if that group is hyper-segmented as micromarketing calls for.
Now that you’ve got your customer avatars, it’s time to create the perfect marketing campaign for them.
You’re aware of what your avatar’s pain points are, so which product or service can solve that issue or fill that void?
Once you know which product or service you’ll promote, it’s all about deciding how you’ll promote it. Is your audience group more of a social media crowd or are they receptive to SMS marketing?
You may choose to utilize several marketing channels, but each should be those that you know, through research, that your audience segment will use.
Deployment and Review
Once you’ve built your micromarketing campaign, it’s time to launch it.
As the results begin trickling in, review the data. This information can help you make better planning decisions for next time so your next campaign is even more of a home run!
The Benefits of Micromarketing
Before we wrap up, let’s look at some advantages of micromarketing for small and medium-sized businesses.
Increases Brand Awareness
Most marketing campaigns are deployed with the goal of elevating brand awareness, but micromarketing does so in a rather unique way.
Should you connect with your audience using a tailored, personalized campaign and your marketing efforts really resonate, then your audience is going to be happy to talk about your campaign and your products and services with others.
Now your customers are spreading positive word-of-mouth to their friends, family, colleagues, neighbors, and community members. The glowing review might make these parties likelier to check out your products and services.
Smaller Cost Per Campaign
Although you are only reaching a select number of people with micromarketing, this can be beneficial in some ways.
For instance, you don’t need to produce as many marketing materials. The duration of your campaign might not be as long either.
This results in cost savings for your company, which is especially important for startups as well as businesses on a tight budget.
That’s especially true considering that each micromarketing campaign is expensive, so you want to stretch those dollars further.
Micromarketing is a form of marketing that targets very specific and small audience segments or niches. You present them with a highly-tailored campaign to promote a specific product or service.
If you’re trying to start with small-scale campaigns for your startup or you’re interested in reaching unique audience segments, then a micromarketing campaign could be just what you need.
Remember to keep the downsides in mind as well as the upsides. Manage your expenses so you don’t end up overdoing it on your budget while reaching only a very small number of customers or potential customers.
If your analytics prove that parts of your campaign work, try to replicate those parts in future campaigns so your micromarketing campaign materials are more useful.