Businesses typically want to reach as many people as possible with their marketing campaigns. However, this doesn’t always work out because the products and messaging don’t always resonate with everyone they reach. So many businesses try to focus their efforts by targeting a very specific group of people instead. That’s where strategies such as micromarketing come into play, allowing businesses to create highly relevant messaging for a niche audience.
But what is micromarketing, really? How is it different from traditional marketing? More importantly, how does it benefit your business? Let’s answer those questions.
What is Micromarketing?
Micromarketing is a marketing strategy that involves fine-tuning your targeting to reach a specific niche within your overall target audience. That means you’re filtering your existing audience to target a very specific group of people based on shared characteristics. It’s essentially marketing at a micro-scale to deliver highly relevant messaging that would resonate with a specific group of people.
While this type of marketing limits your reach, it ensures that whatever audience you reach finds your offer or message relevant. So you can streamline your efforts and get more out of your marketing spend.
For example, AppsFlyer targets mobile app marketers in general, but the following ad specifically targets gaming app companies. The visual is designed to look like a 2-bit video game and the copy positions AppsFlyer as a solution to acquire more high-value players. This is a perfect example of micromarketing in action where the company creates a targeted ad creative that would resonate with a specific group within their overall target audience.
Types and Examples of Micromarketing
Micromarketing campaigns can be carried out based on a number of criteria. Here’s a quick look at some of the most common types of micromarketing along with relevant examples.
Age
Brands often create campaigns targeting a specific age group. For instance, you may come up with a series of Instagram posts to highlight how your products can fit aesthetics that are trending with a Gen Z audience.
For example, with the popularity of Hello Kitty resurfacing among Gen Z, Goldish Smiles partnered with the brand to come up with a new, limited-edition flavor. The collab was a huge hit among Gen Z and Millennials alike since one generation grew up with Hello Kitty while the other is embracing it as an aesthetic.
Gender
It’s also common for brands to target people based on their gender identity. This typically involves creating product lines catering to a certain gender. For example, Casio partnered with influential creators like Yukari to promote their women’s line of G-Shock watches.
Location
Brands may create campaigns to target people from a specific neighborhood or city. This is common for marketing local businesses and events. It can also be used for driving foot traffic to a new location.
For example, South Africa-based restaurant, Club Como partnered with a local influencer to promote their establishment. This type of marketing would only be relevant to people who are physically in the area and can be serviced by the restaurant.
Industry
Another common targeting strategy is industry-based. However, since your brand may generally target the entire industry, you may drill down on the specifics based on the unique needs of a particular group. For example, you may target an audience based on the platform they use to perform a specific industry-related task.
ShipBob, for instance, created a webinar to target ecommerce businesses that sell on TikTok Shop. The webinar was intended to help these businesses learn how to set up fulfillment on TikTok Shop.
Job Title
Brands may also target their offers and messages to cater to people with a specific job title. For example, Sprout Social speaks to their audience of social media managers by creating funny and relatable Reels for them. Alternatively, some brands may offer products that people with a specific job title will need.
Brand Relationship
You can even tailor your messaging and offers based on people’s relationship with your brand. Think re-engaging your existing customers with upsells and repurchases. For instance, SpooksieBoo offered a special discount code to customers when they make a purchase so they could encourage them to buy again.
Business Size
In the B2B landscape, you can find companies that target customers based on their business size. For example, a company may create marketing material specifically for small businesses. DigitalOcean, for instance, created the following copy to speak more specifically to small businesses that are migrating to Kubernetes.
Values
Shared values connect consumers to brands, making them a powerful foundation for micromarketing. You may specifically target groups of consumers based on things like eco-consciousness, ethicality, and so on.
For example, Fenty Beauty creates cruelty-free vegan products to target consumers who share these values. They add stickers promoting these on their product pages and even include additional details about what makes the product earth-conscious.
Price Sensitivity
Brands may also adapt their marketing to speak to customers who avoid making high-value purchases. For instance, Sephora created an Instagram Reel to put a spotlight on skincare products under $25 to specifically appeal to budget shoppers.
Interests
One of the most popular micromarketing tactics is interest-based targeting. This involves creating campaigns that target people who share a specific interest. For example, you might collaborate with a TV show franchise to create a new line of products to cater to fans of the show. Or you may adapt your messaging to include language and references related to the show.
For example, Disney and ColourPop Cosmetics collaborated to create a makeup collection to promote the “Haunted Mansion” movie. This allowed Disney to connect with an audience of makeup lovers while the cosmetics brand managed to appeal to horror fans.
Pros and Cons of Micromarketing
To assess whether micromarketing should be used for your brand, it’s important to weigh the pros and cons. Here are some of the main benefits and drawbacks of micromarketing.
Pros Cons It allows you to fine-tune your targeting, helping you reach a very specific group of people with highly relevant offers or messaging. As a result of the above, you can create more personalized experiences that make them feel a closer connection to your brand. Since you're running campaigns on a smaller scale, you can also reduce your overall marketing costs. Whatever you put into your micromarketing campaign yields high returns since the offer or messaging resonates with your target audience. This means they're more likely to convert or take the desired action, helping you improve your return. Micromarketing allows you to establish trust and authority with the audience you're targeting by helping you address their specific needs and concerns. It can be extremely time-consuming since you need to spend a lot of time researching your audience. There's an added complexity involved with creating unique messaging for different subgroups. Since your campaign is small, you're limiting exposure, meaning you could be neglecting significant portions of your target audience. Although the overall costs may be smaller, you may be spending more in terms of acquisition costs since you're reaching fewer people. Unless properly executed, there's a risk that you could fail to target the right audience, which means you'll end up wasting your time and resources.
Tips and Best Practices for Micromarketing Success
Once you’ve decided that micromarketing is a good option for your business, there are a few tips and best practices to keep in mind. Here’s what you need to do to ensure micromarketing success.
1. Define Clear Goals
As with all marketing campaigns, it’s important to first lay out the goals you wish to achieve through micromarketing. By doing this, you can better understand what approach to take that will align with these goals.
For instance, maybe you want to drive attendees to an event in a certain city. In this case, location-based targeting would be the ideal option. Or if you’re simply looking to create brand awareness among Gen Z users, you could create memes and content that resonates with this generation. Alternatively, if you’re looking to drive sales, you may create ads or discounts that target specific subgroups of customers.
2. Create Buyer Personas
Remember that micromarketing doesn’t have to be limited to just one subgroup of people. You could create multiple subgroups and target them each with separate campaigns and offers. This will allow you to deliver highly personalized and relevant messaging for different types of people within your overall target audience.
As such, it’s crucial to create buyer personas to categorize your audience into relevant subgroups. If you have existing buyer personas in place, you could find ways to further break them down into niche personas.
Source: visme.co
Say you already have two buyer personas for social media managers and designers. You could further break down each of these personas based on freelancers and in-house professionals. Or you could create separate subgroups based on the tools they use.
For example, there may be a subgroup of designers who use Figma and another subgroup of designers who swear by Adobe Creative Cloud. Meanwhile, you may have a subgroup of social media managers who use Sprout Social and another who rely on Hootsuite for scheduling and managing social media content.
3. Decide on the Details
Once you have decided on the subgroups you want to target, it’s time to get into the details. What approach will be best to reach your audience? This is when you need a thorough understanding of the audience so you can identify the channels they use and the types of content they consume. Your understanding of their pain points, values, and motivations is also crucial to help you form offers and messaging that would best resonate with them.
At this stage, you’ll want to plan out the following details of the campaign:
- Channel (social media, podcast, radio, email, blog, etc.)
- Type of content (video, social media posts, blog posts, newsletters, ads, etc.)
- Offers (discounts, promo codes, exclusive offers, lead magnets, new product line, etc.)
- Messaging (addressing specific pain points, references to interests, targeting values, etc.)
- Campaign duration and timing (seasonal, month-long, ongoing, etc.)
These details may also be influenced by the goal of your campaign. For example, if you’re looking to drive sales, you may choose to work with influencers that the subgroup looks up to and have them share a promo code. Or you may target them via social media ads that promote your latest sale.
On the other hand, if you’re looking to re-engage existing customers to drive repurchases, you might use emails to highlight your latest offers. Or you may use retargeting ads on social media to showcase products that are inspired by their purchase history.
For example, Tentree ran a seasonal micromarketing campaign during the holiday season to target people looking for gift ideas. They created an Instagram Reel highlighting the different gift options for different types of people. Each suggestion was given a fun name such as “the always cold” and “the sasquatch collector.” The caption encouraged people to check out the link in their bio for the full gift guide.
4. Execute and Analyze
After you finalize the details, you can finally execute the campaign. It’s important to closely monitor the campaign on an ongoing basis–not just when the campaign has ended. Ongoing campaign monitoring is essential to make sure that you’re getting the kind of response that you expect. This will provide you with insights that will help you pivot and optimize as needed.
Make use of native analytics dashboards along with third-party social media analytics tools to keep track of your campaign performance. It’s important to look for a tool that provides you with real-time tracking so you can closely monitor the campaign as it happens and make necessary changes proactively.
Get Started with Micromarketing
If you’re a business that’s looking to get the most out of your marketing dollars to reach a highly specific audience, micromarketing is the way to go. Make the most of the tips and examples shared above to inspire your micromarketing campaign.
Frequently Asked Questions
What is micromarketing strategy example?
A micromarketing strategy example is Sephora creating an Instagram Reel to showcase products under $25 to appeal to price-sensitive customers.
What are the levels of micromarketing?
The different levels of micromarketing are segments, niches, local areas, and individuals.
What are the two types of micromarketing?
There are several types of micromarketing with local-based micromarketing and industry-based micromarketing being two examples.
What is the purpose of micromarketing?
The purpose of micromarketing is to deliver messages and offers that are highly relevant to a very specific group of people.
What is micromarketing also called?
Cyber-segmentation is another term for micromarketing.
