Evolve Your Business with Incremental Marketing

Colleen Preisner

3 minute read

Imagine building your marketing efforts as if you’re climbing a mountain. This is how many marketing departments feel when starting from scratch. What businesses don’t think about are the plateaus that come with these growing pains. These mountains should be a reminder to take a break and look back, report, and analyze the results–rather than plowing full force ahead.

Incremental Marketing is a way to build a sturdy marketing plan. In the simplest terms, this process of marketing allows you to first build a killer strategy, then execute it with slow investments for each step along the way. It’s the sense of understanding your audience and where they are online before you start any major campaigns. Not only will this save you time and money, but it will also save your online reputation because you won’t be getting unqualified leads to your site. You will be fitting into the space your product or service is meant to occupy, and you’ll be gaining traction along the way.

Your Marketing Strategy as a Mountain

Some people jump into marketing with the mindset that any marketing is better than none. We’re here to break that myth.

Incremental Marketing can be easy to implement. Before you start diving in without a strategy, you need to think of what you want your outcome to be and then break it into manageable steps in order to achieve that outcome. Marketing as a whole (not just the strategies and campaigns) should be a gradual effort, but many people don’t see it that way.

Some people say “big risk equals big reward” or “spend money to make money.” But it’s false. It’s the fastest way a business can burn through money they didn’t need to burn through. Having a strong strategy before diving in can save you marketing dollars and prevent a bad online reputation. When you use tools such as bots, social automation, and other un-personalized approaches to running an online community and driving people to visit your site, you invite more headaches than results. Lack of personalization can have your content come across as insincere. People want to know that they’re being reached out to by a human on the other end of the screen, and they want to enjoy the experience.

Incremental Marketing enables you to create a sturdy base from which to execute. Make your marketing the same as training for a big event. Understand your target audience, their buying journey, how they interact online, and what gives them the incentive to go buy online. This may sound like a monumental task, but companies that correctly understand these audience features can, in turn, achieve a higher return on their marketing spend and increase their conversions to sales right away. Marketing materials facilitate a nurturing process, making touchpoints with your customers at the right time and warming them up for the big event–the purchase. Products and services are meant to fill a gap in the market, so if you position yourself as the right piece to a customer’s puzzle, the rest is history.

We keep going on about these great benefits, but how can you make it work for your company without being overwhelmed? Let’s take you through it.

Start with a strategy – Identify which marketing channels you’re going to leverage and why. What type of customers you will target? What are their interests and how do they buy? What type of information will you share? We can’t tell you everything or else we’d be here all day.

Alright, you’ve got the strategy and plan; now it’s time to execute. Take a step in the right direction by breaking up your strategy into flowing steps. Do you need to get on social media? Build out some well-designed profiles, and get the basics right (i.e. followers and engagement) before you start doing any paid advertising.

You’re not done yet. Test, test, test. We can’t iterate this enough. Rolling out a marketing campaign or activity and then leaving it un-nurtured or un-monitored is like not feeding your picky-eating kid. Sure, some marketing materials stick more than others, but that doesn’t mean you can leave it and hope it continues to be successful. People are constantly online, so if you’re not crafting an engagement strategy with each campaign that rolls out, you’re practically tossing your budget in the garbage. Test each marketing step you take, gather the metrics that come with it, and analyze the results. What can you do better next time? Optimizing each follow-up activity based on previous findings is like a free golden ticket.

We can’t stress this enough: By analyzing the results and feedback from each block you add to your marketing plan, you can improve on the proceeding one! Each time you add to your marketing machine, it will be better tailored for your audience and will return better results. Talk about efficiency.

Trendline Interactive

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About the Author(s)

Colleen Preisner

Two decades of experience in the financial services industry. Fanatic of insight-based marketing strategy, having worked in nearly every marketing discipline. She leads Trendline’s Client Services teams across North America. Follow Colleen on LinkedIn

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