The “Less is More” Approach to Marketing

2019 was the year of minimalism, a trend that will likely continue in 2020 and beyond. We're changing as a society, replacing overflowing closets with capsule wardrobes and turning cluttered cabinets into neatly stocked open shelves. We're craving experiences over stuff, fantasizing about downsizing to smaller homes, and binge-watching 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.” 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 hopes of reaching as many people, as frequently as possible. But the reality is, marketing is an investment toward your ultimate goal. When you market, you want to do three things:

1. Reach.
2. Acquire.
3. Retain your ideal customer.

Unfortunately, your ideal customer is a small fraction of the audiences you can “reach” across multiple channels. Furthermore, we're 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. Because of this, it's more important than ever for businesses to adopt 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, then guess what? 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 toward this increasingly difficult-to-reach target? Sometimes, it's as easy as taking a step back to look in unexpected places for inspiration. But not always. So pay attention to the emails you allow in the inbox you actually monitor. Think about...

• 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 have clear, concise messaging. Their websites are easy to navigate and provide valuable information. Their marketing is entertaining and educational. A winning brand's efforts are built around helping their customers. Are yours? Take a moment to 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. We all have our favorites brands, and we'd love to hear about yours.

Need Marketing Help?

Still don’t know where to start with your marketing? We’re here to help! Our team believes in quality over quantity. At Business Builders, we have the tools and expertise to reach your ideal customer with the “less is more” approach. Learn more about our marketing services!