We all know we are only as good as our knowledge of customers. In today’s world, you cannot survive without it. The market is becoming more and more competitive. Businesses that were doing great with brick and mortar stores earlier are in a quandary. They were looking at the big picture, but now they have to look at every little detail to attract the customers and bring in the sales. Personalization is not a luxury anymore, it has become a necessity.
That is where micromarketing comes in. It helps you focus on a small group of people within your target audience. Implementing a powerful micromarketing strategy can ensure that you target every niche in your larger target audience group and not miss a single person. You can ensure that every one of your target audience receives your message and they have access to your products or services.
What is Micromarketing?
Like we said earlier, micromarketing is the process of targeting a small group from your exhaustive audience. The more you go into details, the more you will find people who have the same characteristics. This could be location, age, gender, interests, income, shopping behaviour, social status, profession, or anything else. For example, if you are based in London, you could hire a digital media agency in London to look for your audience that lives in London. You could look for a group of people who live in London and be between the ages of 30 and 40. It could also be that you market your products or services to small businesses and you find out that within your target audience, small retail businesses are the ones to focus on next. The list could go on.
How to Build a Scalable Micromarketing Strategy
There are various ways that you can implement micromarketing strategies into your marketing campaigns and get the benefit. There are a few steps that are vital for any micromarketing strategy to work. Here are the steps that you need to take to conduct a successful strategy:
1. Create Buyer Personas
Buyer personas are crucial for any type of marketing strategy to work. Whether it is a micromarketing strategy or not, you cannot ensure its success unless you have complete and confirmed buyer personas to work on. If you don’t, you won’t have enough solid evidence or understanding to make your micromarketing strategy work. You will just be working against predictions and gut feelings, and we all know how that can work out.
To create authentic buyer personas, you will have to delve into both qualitative and quantitative research. For this purpose, you will have to dig deep into Google Analytics, Facebook Insights, YouTube Analytics, Instagram insights, and more. These insights can give you important information about demographics, locations, interests, and more. This will tell you who your current customers are and how they are engaging with your website, social media platforms, and more.
Quantitative research will tell you all the general features of your buyers. It will tell you how they feel about your product or service and more. For this purpose, you can conduct surveys and polls and you can take interviews. If you have done your qualitative research before this, you will be able to ask better and more in-depth questions that will bring you better results.
2. Find out the Best Way to Reach Them
Once you have done your research, you will know exactly who your target audience is and the smaller group that you want to focus on. Once you know who, the second step is to find out how. You might have created multiple buyer personas after doing your research. You now have to find out about the various platforms that they spend time on. Where can you find most of your buyer personas? You might find out that your 50-year-old business owner spends more time on Facebook while your 35-30-year-old entrepreneur or small business owner spends more time on Instagram. There are multiple ways that you can connect with them once you find out where they spend most of their time. You could:
- Use online ads (Google, etc.)
- Utilize social media (Facebook, Instagram, TickTock, etc.)
- Create a podcast (iTunes, etc.)
- Create video content (YouTube, etc.)
- Create a blog
3. Come up With Your Messaging
So, now you know who your buyer personas are and where they spend most of their time. Now, it’s time to find out the right type of message. You cannot use the same message across multiple channels. That is a waste of time, energy, and money. If you want to convert them, you will have to choose the right type of message depending on the personas as well as the platform that you are using.
4. Implement and Test
This is the phase where you find out if your micromarketing strategy is working or not and try to make it better. Once you start your campaigns, you have to monitor the insights and analytics to find out just how successful your strategy is. You could find that out with A/B testing and see which of your messages have a higher conversion rate. Keep on monitoring and changing your campaigns and you will soon have a formula for a successful micromarketing strategy that you can implement across all channels. Just remember one thing: it’s not a one and done type of thing. You will have to revisit this process after every few months and hash out any changes that you have to make to ensure that the message resonates with the audience and they relate to it.
This is the age of personalization and customization. You cannot use the same communication for all your audience and if you try that, you will lose your audience. Use these micromarketing tips to cater to all your audience no matter where they are.