The B2B Business Guide to Plucky Marketing
When it comes to growth marketing, a tendency towards perfectionism is one of the biggest barriers to making activities a tangible success. Whenever a business tries something new – whether it’s running an event, webinar, or even just a lead generation email campaign – the first-time round is bound to take far longer if perfection is the goal. And we’ll be honest, at Attract & Engage this has held us back in the past.
However, over the past 12 months, we have been shaking things up. We understand now that the countless philosophies around improved marketing output and improved ROI can cause creative paralysis. Instead, we see ‘pluckiness’ as a path to efficient working and rampant ingenuity, a powerful combination that often yields the best results. We encourage you to do the same.
We want you to become a plucky marketer too. Recognising that your marketing doesn’t have to start perfect, you’ll become more creative. You’ll be able to get your message out more quickly to your target audience. You’ll be able to assess what works, and what doesn’t, more quickly. And most importantly, you’ll be able to drive more results.
Here’s how to get started with three ‘plucky’ tactics:
Try a mini campaign
A great way to dip your toe into the plucky waters and de-risk while you test ideas is to run a mini campaign. Usually small, low in cost and targeted at a single audience with a single content theme.
Often, you can pull a mini campaign together in days (or hours with the right minds on the job). Due to the lower risk, you can afford to experiment with ideas, angles and messages. Use this as a test to uncover what really connects with your audience.
A mini campaign usually includes display ads, a webinar, paid search and paid socials.
‘Create Once, Publish Everywhere’ (COPE)
You’ve invested a tonne of time, expertise and budget into creating content from scratch. It is therefore only right that this content is seen everywhere! The COPE technique is about repurposing existing content in as many ingenious ways as possible: blog posts, webinar content, email newsletters, social posts, case studies.
Transcription is also an incredible tool. If you consider most of us speak at a rate of one word per second, an hour-long webinar could easily result in 3,600 words of quality content that can be repurposed to become a PDF gated guide, lead generation email journey and LinkedIn sales prospecting messaging.
Automate processes
Pace is key. So, it makes sense to automate routine processes and establish templates, checklists and reusable formats for as much as possible. Types of automation to consider include social posts created when a new blog publishes on your site, dynamic email templates that automatically add blog content and inspiration lists that ensure, even on a slow day, you can turn content around quickly and with less cognitive energy.
Once you get the routine under control, you can then devote more time to taking risks and experimenting to create impact.
To wrap things up, if you’re short on time and resources but still want to achieve note-worthy results, plucky marketing is the approach for you. Or you can always contact us for some help.
