2019 is the year of minimalism. As a society, we are replacing overflowing closets with capsule wardrobes and cluttered cabinets with neatly stocked open shelves. We crave experiences over stuff, fantasize about downsizing to smaller homes, and binge watch Netflix series on organization. It’s put best in an article I recently read that inspired this post:
“The minimalist trend isn’t rising, it’s here, it’s everywhere around us. We’re living in a society that ultimately wants less. We’re condensing our wants to meet our needs – and in a world in which we are absolutely inundated and bombarded with information – we value simple and effective over flash and glamor.”
So how does this relate to marketing? The answer is simple – quality over quantity.
The “Less is More” Approach
Far too often we see clients throwing money at every marketing method they can afford in an effort to reach as many people, as frequently as possible. But the reality is, marketing is an investment towards an effort to get the reach, acquire and retain your ideal customer. And your ideal customer is a small fraction of the audiences you can “reach” across multiple channels.
As our society is beginning to follow fewer social accounts, create (and not check) email addresses specifically for marketing messages, and minimize the overall amount of content we are consuming – it is more important than ever for businesses to adapt a minimalist marketing strategy.
If your monthly email newsletter has a minuscule open rate, or your daily social post has an underwhelming amount of engagement – it’s time to take a step back and evaluate the quality of your content and the frequency of your distribution. But how do you even begin to aim towards this increasingly difficult-to-reach target?
Sometimes we need to take a step back and look in unexpected places for inspiration. The easiest way to do this is to remember what it’s like to be a customer. Pay attention to emails that you allow in the inbox you actually monitor. What makes them worthy? Which brands are consistently in your social feeds? Which websites do you find useful and easy to navigate?
The Bottom Line
Hint: the brands that come out on top will have clear, concise messaging. Their websites will be easy to navigate and provide valuable information. Their marketing will be entertaining and educational. A winning brand’s efforts are built around helping their customers.
So, take a moment and look for inspiration from the companies you already know and love. What’s one idea you can use to inspire YOUR marketing? If there’s a business you look to for inspiration, let us know in the comments below.
Need Marketing Help?
Still don’t know where to start with your marketing? We’re here to help! Our digital marketing team believes in quality over quantity, and has the tools and expertise to reach your ideal customer with the “less is more” approach.
Learn more about Design Extension’s marketing services.