Digital marketing involves thoughtful, measured strategies to achieve your goals. But it is also about bold, big moves to get you where you want to go!
Then, why think at the smallest scale when you can easily target and influence the largest group of people through digital channels?
In the words of my favorite marketer, Seth Godin, “When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.”
It’s a ripple effect –
Once you convince 100 people how cool your product or service is, their testimonial about you to their network can gradually grow from 100 to 1,000 to 10,000 and more…
But if you worry about pleasing everyone in one go, you’ll lose their interest, and all your marketing will look ordinary and fall flat. You must set your brand apart with all the noise in today’s digital age.
Let’s apply this to digital marketing.
The most critical element in digital marketing is your audience. Suppose you can profile your target group correctly and accurately. In that case, your products will appeal to them because you can craft your marketing message to communicate how your product or service solves the problems of this select group. Once you deliver above and beyond their expectations, you can convert them from viable audience members to early promoters.
Early promoters are like a silent, word-of-mouth sales team. Overall, they are more effective than a large group of people who are not yet interested in what you offer. By first identifying and reaching out to your smallest viable audience, you are building a solid foundation with great potential to grow into a large-scale market by the end of the process.
User profiling can be tough and tedious, but it’s one of the key ingredients to a successful marketing campaign. The more you approach your minimum viable audience, understand their preferences, and create your story to make them believers, the more you can double down on the bigger effect.
As you move forward with marketing activities, consider your smallest viable audience first. If you need help determining who that is or what the next steps should be, reach out to our team.
