While the concept of minimalism is nothing new, it’s increased in popularity in recent years as more people consider how the “stuff” they have impacts their lives. According to a 2018 poll from CivicScience, about 14% of adults were working toward the goal of becoming a minimalist.
From a marketing standpoint, that statistic might scare off some businesses, but it shouldn’t. Minimalism doesn’t mean businesses will have to stop creating and selling. It simply means your brand strategy might have to change.
Even recent events have changed the idea of minimalism. The COVID-19 pandemic has forced thousands of people to work from home or in other remote locations. It’s become more apparent that big offices and all the bells and whistles of a corporation aren’t necessarily needed to obtain success.
So, is minimalism affecting digital marketing, and what can your business do to jump on board and stay relevant?
Again, the COVID-19 pandemic has required many people to start working from home. Though it may not seem like it at first, there can be benefits for your business when you choose to physically downsize. Studies have shown that working from home can actually boost employee productivity.
In the world of digital marketing, remote working makes sense. As long as you establish clear expectations and encourage a strong work-life balance, you can downsize your existing office space and may find that you have happier, more productive employees.
Even if you don’t allow all of your employees to work from home, creating a more efficient office space can help everyone to feel more comfortable while getting more work done with fewer distractions. Consider everything from your lighting and paint colors to the furniture and layout of your office. Is there too much going on?
Minimalism in the office itself, whether it includes cutting down on employees or clutter, can make a big difference in how much work gets done and how distracted your employees feel. If you really want to jump on board with the concept of minimalism, consider organizational downsizing. That might include things like:
- Moving to a smaller office space
- Going on a “hiring freeze”
- Shutting your doors for a short period of time to regroup
- Eliminating waste
- Getting rid of unneeded assets, including digital equipment and furniture
Modern Marketing Skills — Less is More
Once you’re on board with the internal, physical aspects of minimalism, you can start to implement it into the actual work you do. Consider the fact that the average American is exposed to anywhere from 6,000-10,000 advertisements each day. Because of that, it’s been easy for people to start to tune things out. Additionally, who wants to be bombarded with flashy ads all day long?
That’s where minimalism can really help out your digital marketing campaigns. You don’t need to overcomplicate your campaigns by loading them down with excess information. In fact, you don’t need to bog your brand down, either.
Start by looking at your website and some of the psychology behind it. Does it look cluttered? Flashy? Are you making proper use of color schemes and evoking the feelings you want from your viewers? You can practice minimalism in your web design by focusing on a few key elements. This will keep viewers from feeling overloaded with information right away. Your landing page should include:
- Boost your brand awareness
- Give accurate and concise information
- Convert leads to customers
- Gather data
- Build a quality email list
Other than those core goals, you don’t need to have a lot of bells and whistles on your website, especially on the landing page where your goal is to make a solid first impression.
Focusing On Communication
Because of all of the advertisements people are exposed to on a daily basis, a minimalistic approach to the way you communicate can cut through the noise and clutter. One way to do that is to create engaging content and share that content the right way. People want to feel connected with the businesses and agencies they’re interested in. Things like mobile marketing, email marketing, and social media are great examples of modern marketing skills you should be taking advantage of.
But, instead of just sending your audience an abundance of advertisements or flashy campaigns, focus on what you’re saying in your content.
When it comes to email marketing, try to find that sweet spot between writing like a business and a friend. The same goes for your blogs and social media posts. Any chance you have to further connect with your audience, the better, which makes social media a great way to communicate without having to be so flashy. Having a successful Instagram campaign, for example, might mean nothing more than responding to comments, asking questions (and answering them), and posting original content that people can relate to.
Now, more than ever, it’s important to think about what is really needed when it comes to digital marketing. When you take stock in your physical space as well as the way you create content, you might find it beneficial to cut back and take a more minimalistic approach. You might be surprised to find that less is more when it comes to what your target audience is looking for.