Micro Campaigns, What they are and why they should be part of your digital marketing strategy

September 10, 2019

Micro campaigns have become a very popular marketing strategy to market a plethora of businesses online, big brands like Coca-cola, MTN, Airtel, Sprite, Nile breweries which have launched a number of campaigns and promotions to capture a specific set of potential customers of particular age groups,  interests, occupations and locations. Other small scale and medium enterprises have also adopted the approach of looking for a specific set of potential niche clients of a particular denomination.

A micro campaign is a target based marketing approach that aims to establish a relationship between a company and its potential clients. The company examines attributes like the demographics and denominations of the client. Micro campaigns are also used by small businesses that are looking to expand their business in the shortest possible time since they will be targeting a specific set or group of customers that they identify with online using various campaign strategies. The entire goal of micro-campaigns is to develop leads from the micro-campaigns you have done that can be converted to clients that will generate revenue for your company.

Facebook, Twitter, and Google which are some of the platforms used to create micro-campaigns have made it possible for individuals and businesses to target their potential market with the smart analytical tools they employ.

Micro campaigns can also be a very cost-effective way of growing your business, so below we list down a number of ways micro-campaigns can be used effectively.

Using social media to find potential clients

Social media handles are a must in this day and age, and online engagement with your customers is one of the most important aspects of your micro-campaigns today. Digital platforms like twitter,  Instagram and WhatsApp are used by billions of people around the world. Just a simple post about your products and services could get you a number of phone calls from potential clients interested in your products.  Not only is social media just about socializing you can create leads through your various social media platforms by targeting individuals that are interested in the products and services you use, by using some of the mediums analytical tools. You can also run campaigns to create awareness about your products and services. With social media, users that show a genuine interest to your products and services by liking, tagging and viewing your status can be a gold mine and potential clients that you can send a direct message to inquiring about what they like about your products and whether they would be interested in purchasing them.

Facebook ads.

Facebook ads by far have been proven to be one of the best advertising means and analytical tools one can use to grow their business with immediate results. The insights analytics and target marketing are done for you effectively with much precision. Specific groups like age, audience, interests, geographical location per city or town you are in, are all there to play around with at your disposal. So whether you own a tourism company, a graphics designing company or night club Facebook advertising will get you results with a very minimal budget.

Search engine optimization.

Google search terms in Uganda are about 500,000 per day and of those 500000 individuals that are online today a good percentage, even if it was just 0.01 percent just 500 of the 500000 on google today that are looking for a service or interested in a service that you offer that would benefit your company immensely. If you have already set up your website and would love to rank highly with Google while visibly being seen, indexing keywords and search terms related to your company and products will help improve your rank and presence online when a potential customer is searching for the service you offer within your demographic. The highly targeted SEO will help divert genuine visitors to your website those who are really interested in your business. This will help to increase your rate of conversion by converting potential visitors into customers thereby increasing your sales.

Google ads

Targeted Google ads will also help you gain leads from interested potential clients on Google. Google ads are also among the best analytical tools one can use to grow their business with immediate results. The insights analytics and target marketing are done for you effectively with much precision. Specific groups like age, audience interests, geographical location per city or town you are in, can be targeted using google ads. Google Ads will connect you to the right customer at the right time, and you only pay when a connection is made. It’s an advertiser’s dream come true!

Graphical and video campaigns

Photography videography and branding are also a nice way to captivate a good market to share your business. Very good video and photo imagery are more likely to catch the eye and attention of the individuals that come across your content online. Running photography, graphics and videography campaigns on platforms such as Instagram,snapchat, youtube,pexels.com. It can help your business engage more with your potential clients. Targeting users that like, comment and engage with your posts through direct messages and emails on these platforms can help convert your leads into business clients that will increase sales and revenue in your business.

Using website offers to harvest links and emails of potential clients.

Your website /online portfolio is also a targeted campaign for your potential clients who may be interested in the services you offer. The content on your online portfolio will give your potential client greater details of the services you offer so a follow up with a pop-up email request to capture the email and information of your potential client can be made to make sure that the client signs up to be part of your business.

Content Marketing with blogs

Looking for the right blog to target clients is essential in the business world today. Your company could be an IT company or software development company. Technology blogs within your country could be the right place to run an ad. Since you will be advertising to people of similar interests some of the viewers of the blog could take a keen interest in your products and services and from then on its crucial, you do a follow up until your new leads convert.

Using micro Influencers to run micro-campaigns.

A micro-influencer is an individual that has a huge audience of between 1000 to 50,000 people. Micro-Influencers are common in Uganda and around the world on platforms such as Twitter, Instagram, and Facebook. Micro-Influencers can even upload your companies campaigns on their respective WhatsApp statuses. Micro-Influencers are considered to be people who are knowledgeable in their respective fields and are highly niched. For example, events and party bloggers that have a big engagement and following online can be used to run micro-campaigns for upcoming events. This is a targeted campaign because the micro Influencers audience is likely to be interested in the particular niche the influencer will always be posting about.

Running targeted events, conferences, seminars and webinars.

Having a seminar for a specific group of people that have a particular interest in certain products can also boost your client base. For example, if you are a car dealer and you ran a car auto show event, definitely you are bound to find customers that have a knack and an interest in automobiles. This can help transform your leads into clients that will generate your company revenue.

These strategies have proven very profitable and yield high results with a high return on investment so running micro-campaigns is a digital marketing tactic that will save you money and provide quality leads to help your business thrive.



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