“Simple marketing is scalable marketing”
It’s a phrase that’s frequently thrown around marketing circles. But what does it mean?
What is “Simple Marketing”
Simple marketing is controllable marketing.
Marketing that’s easy to understand, track, and follow. The way it should be.
Technological advances have paved the way for rapid innovation in the way we market our products. The problem is, the sheer amount of tools available make it easy to lose focus. Lost focus on marketing campaigns, projects, and data analytics — all of which can be detrimental to business.
A “Simple Marketing” initiative seeks to solve that problem.
By simplifying your marketing, you’re able to regain control and scale campaigns to match business needs.
So How Do You Simplify Your Marketing Campaigns?
Here are four easy tips to simplify your marketing — allowing it to easily scale with your business.
Establish Ideal Customer
When it comes to simplifying your marketing initiatives, it’s important to understand who you’re trying to reach.
Developing a buyer persona is a highly effective way to narrow in on your target customer.
A buyer persona is a semi-fictional representation of your ideal customer based on data and research.
Buyer personas can be developed by analyzing customer data to notice specific trends about high-value customers.
For example, say you operate an online boutique. After looking through store insights and developing a buyer persona, you’re able to conclude that your customers are mostly females between the ages of 18–24 located on the coasts.
With that information, you’re now able to target advertising efforts to meet the needs of that specific buyer. Instead of advertising on Google, you may choose to use Instagram to better reach your target demographic.
Where you previously may have purchased inventory for a wide age range, you now realize it makes sense to follow trends most specifically tied to your younger customers.
By developing a clear picture of who your ideal customer is, you’re better able to target your marketing and avoid a wasted budget. By taking away the guesswork, your marketing becomes simple – and far easier to scale.
Focus On Platforms That Give The Most Control
Having control over your marketing messages is key to running successful campaigns. I mean it’s fairly obvious, isn’t it? If no one sees your message, it’s no good.
With a variety of social networks available for marketing your products, it’s easy to feel like you need to use them all.
While diversifying your marketing across several channels is important, it’s important to do what’s best for your business — even if that means cutting a popular option.
When you hit publish on a social media post, it’s immediately out of your hands and into the hands of the platform you’ve published on. If, for whatever reason, their algorithms decide not to show your content to your followers, you’re out of luck.
It’s essential that you analyze how many impressions each post is getting, and if numbers are too low, consider why that might be.
If you notice that you’re receiving far fewer impressions than the number of followers you have, it may be time to dump that platform in favor of one in which you have more control.
— Of all the marketing channels, email ranks among the top in terms of control. Once you hit send, your message is directly communicated to your followers without complicated algorithms determining what to show and when.
Set Seasonal Marketing Calendar
Chances are you may do this already, without calling it a “seasonal marketing calendar”.
The main purpose of a seasonal marketing calendar is to prepare the right messages for the right time.
Summer marketing messages are often far different than in Winter.
Seasonal marketing calendars are especially useful for holiday-specific marketing initiatives.
We all know how crazy Christmas time can be. A seasonal marketing calendar will have you prepared for the holiday rush far in advance.
Around holidays and seasonal changes, consumers flock to social media and search engines to find what they need. This increase in search and social traffic is open for you to capitalize on.
Having your seasonal marketing scheduled out ahead of time simplifies your marketing process, and allows you to handle the traffic with ease.
Leverage Every Piece Of Content
Leverage your content, man!
Seriously… do it!
Each piece of content you create can go a lot further than the initial medium it was designed for. Blog posts don’t just have to stay on your blog. Podcast episodes don’t just have to live on iTunes.
Social media is a great way to break up your long-form content (blog posts, videos, podcast episodes) for your followers’ consumption. By doing this, you both generate new content as well as connect your followers with what you create.
In doing that, we’re able to take advantage of the following we have on each platform and reach that many more people.
Pretty cool, right??
A Quick Review
- Establish Your Ideal Customer – Dedicate time upfront to determine your ideal buyer persona. Focus subsequent marketing effort towards meeting this client’s needs.
- Focus on Platforms That Give You The Most Control – Spend time on channels that give you the most control. If social networks are failing to show your content, consider focusing on email — a more direct approach.
- Set a Seasonal Marketing Calendar – Capitalize on search and social traffic by creating and scheduling content that aligns with seasonal opportunities.
- Leverage Every Piece of Content – Use your long-form content (blog posts, videos, podcast episodes) to create social snippets.