You aren't thinking small enough
Small thinking drives big results
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You aren't thinking small enough
Most marketers think too big when it comes to their activities. Thinking big is great when it is centered around long range things. To generate 150% of your pipeline goal for the month, to 2x your social impressions this quarter, etc etc.
All great big goals, but they are only accomplished through micro goals.
What is that saying about elephants? “The only one way to eat an elephant is one bite at a time.”
Your day to day needs to be filled with chasing smaller targets, micro-goals.
So what is a micro goal?
A micro goal is a specific action or set of actions that a customer takes to undergo a macro conversion. In other words, micro goals are small steps that end up fulfilling the main goal.
So let’s break that down.
We can all agree the end goal of any campaign is to move the person to some sort of action. Say you are launching an email campaign to get people to register for a webinar, the way to analyze and improve that campaign is not by only looking at how close you came to the main goal.
What you need to be analyzing is the tons of micro-actions leading up to that point.
Prospects don't just end up on a confirmation page magically.
The subject line has to be compelling enough for them to open the email.
The opening line of the email has to make them want to read the rest of it.
The rest of the email copy needs to make them want to learn more.
The landing page needs to drive them to click the sign-up button.
The sign up page needs to be easy and reassuring enough that they give you their information.
The way to make any campaign perform better is to map out each of these micro-actions within a campaign and see if each one of them are doing their job?
The subject line has to be compelling enough for them to open the email: Measure Open Rates
The opening line of the email has to make them want to read the rest of it. Measure Time spent viewing email
The rest of the email copy needs to make them want to learn more. Measure Click Through Rate
The landing page needs to drive them to click the sign-up button. Measure Landing Page CTR
The sign up page needs to be easy and reassuring enough that they give you their information. Measure LP Conversion Rate
Great campaigns are made up of great micro-actions and micro-goals built around them.
Great marketers focus their energy on optimizing those moments.
One bite at a time.
Thanks for reading,
Adam