Have you seen the second Lord of the Rings film, The Two Towers? If you haven’t, first of all what the hell are you waiting for? Second of all, let me explain a bit…
Spoiler Alert: An army of evil doers marches against an army consisting of the protagonists of the film that are hiding out in “Helm’s Deep”, a castle like fortress with very high walls. At first, the ugly looking bad guys spread out along the wall in an effort to scale it at a number of different points. This did not go so well. However, later along in the fight they find a weak spot in the fortress’ wall, send a kamikaze guy into it with a bomb and boom, they blow an entire section out of the wall! They then proceed to infiltrate.
The initial strategy used by the bad guys in this case is similar to that which was used in early warfare. Everyone lines up in a straight line, marches towards the enemy army (all marching in a straight line), fire their guns, reload, repeat. As you can imagine, also not an effective strategy.
Through the years however, modern warfare has taken a more tactical approach, using small strike forces & covert operations to get the impact they need while minimizing the risk.
How This Applies To Marketing Strategy
If you think about it, the way that marketers have traditionally approached inbound strategy is very similar to the non-effective tactics from the above example.
By trying to focus on every element of inbound marketing at the same time, we are effectively spreading ourselves thin. It’s easy to fall into this trap. I’ll admit it, I started out and operated in this way for a long time as well. With so many opportunities to take advantage of, your natural tendency is to do it all: SEO, conversion optimization, social media, PPC, email nurture…the list goes on as you know it.
The fact of the matter is, this is not an efficient strategy, it’s not scalable and it takes forever to see concrete results.
By sprinkling your effort across a ton of different channels, not much gets done to really move the needle. Does this sound familiar?
Take SEO for example, if this is one small thing your doing at any given time, the amount of content you can optimize, the amount of off-site promotion you can do, is just a small fraction of the effort you could be applying if it was all you were doing. Likewise if it were all you were doing, your results would be exponentially impactful in terms of results, and occurring over a shorter time frame.
However, another approach to inbound marketing strategy is that of “micro marketing”. Where macro marketing tends to be spread to thin and inefficient, micro marketing excels.
Why A Micro Marketing Strategy Is A Better Alternative
The gist of micro marketing is this: pick a small, targeted aspect of your overall marketing campaign, focus 100% of your effort on that area for a defined amount of time, assess results and repeat.
By focusing on small, impactful areas, over short periods of time, you can get far down the road with that aspect, and can quickly determine whether or not it’s working and whether or not it’s a viable strategy. Plain and simple, you get results faster. Both goal related and data related.
Shit. Gets. Done. Sounds great, right?
How You Can Get Started With Micro Marketing
- Based on your audience personas and marketing goals, identify one marketing channel (SEO, PPC, Social, etc.) that has the most potential in terms of making headway towards your marketing goals.
- Predetermine a defined amount of time to spend solely focusing on this particular area of your marketing strategy.
- Plan out your week, month, day (whatever your time period may be) with clear actionable items. Your get shit done list.
- Hold yourself and/or team accountable for this action list, and make sure everything is executed.
- Review your action items, determine the results of these efforts with data.
- Make your next micro marketing decision: continue on current course, pivot to new marketing channel, etc.
What marketing strategy do you use for either your inbound marketing campaigns? Leave a comment below and let’s discuss!