Digital Marketing For Dummies (For Dummies (Lifestyle))

by Ryan Deiss

Acquiring new leads and customers:

Activating leads and customers:

Your digital marketing campaigns can activate these dormant leads and customers and help keep your business in mind.

Monetizing existing leads and customers:

Monetization campaigns make upsell, cross-sell, and other types of offers to sell more to your best leads and customers

Onboarding new leads and customers:

Building community and advocacy:

Defining a Digital Marketing Campaign

Digital marketing campaigns are

Objective based: Digital marketing campaigns are coordinated actions intended to achieve a specific business goal.

Multiparted:

Seamless and subtle:

To help move people through the customer journey, you need to include a call to action (CTA) within your campaign.

In flux:

a campaign can be something your business runs for as little as a day or as long as several years.

The most important takeaway from this section is that a campaign is a process, not a single event that is made up of numerous steps and parts.

Understanding the Three Major Types of Campaigns

Acquisition campaigns acquire new prospects and customers. Monetization campaigns generate revenue from existing leads and customers. Engagement campaigns create communities of brand advocates and promoters.

Campaigns that generate new leads and customers

The stages of the customer journey that Acquisition campaigns complete are the following:

Make Aware:

Acquisition campaigns to reach prospects who are completely unaware of the problem you solve or the solutions you provide.

Engage:

The movement from Make Aware to Engage is often accomplished by providing value to the prospect, usually in the form of entertainment, inspiration, or educational content, before asking her to ...

Subscribe:

The Subscribe state is a critical stage to reach in the relationship because you can now continue the conversation with more content and offers.

Convert:

Campaigns that monetize existing leads and customers

Excite:

Cause customers to ascend:

Campaigns that build engagement

The stages of the customer journey completed by Engagement campaigns and shown in Figure 2-3 are the following:

Advocate:

Promote:

Creating brand advocates and promoters begins with having a superior product or service, coupled with a customer service experience to match.

Balancing Your Marketing Campaign Calendar

Every business should deploy each campaign type at different times to different people. So consider a few questions:

Do you want more leads and customers for your business? Do you want to sell more to the customers you have or activate customers and leads who haven’t purchased in a while? Do you want to turn customers into raving fans willing to buy anything you offer, and give you testimonials and referrals?

Choosing the Campaign You Need Now

If you’re starting a brand new business or have no existing leads or subscribers, build an Acquisition campaign. If you have existing leads and customers, but they aren’t buying as much as you would like, build a Monetization campaign. If you’re happy with the number of leads and subscribers and the monetization of those leads and customers, build an Engagement campaign.

Viewing Your Digital Marketing through the Campaign Lens

From this point forward, plan your digital marketing strategy and tactics by aligning them with the goals of the three major types of campaigns: Acquisition, Monetization, and Engagement.

The way in which you make your offers — and perhaps more important, the sequence in which you make them — will make or break you online.

Offering Value in Advance

To acquire new leads and customers, you need to build trust and lead with value to build a relationship with your prospects or customers.

The good news is that you can provide this value with something as simple as an insightful, informative blog post or podcast that helps them solve a problem. You offer this value for free and with no strings attached to begin a healthy and mutually beneficial relationship.

We call acquisition offers that lead with value entry point offers, or EPOs.

There are three types of EPOs: Ungated: You usually present this type of offer in the form of a blog post, video, or podcast, and it does not require contact information or a purchase to get value. Gated: A gated offer requires contact information (name, email address, and so on) to get value. Deep discount: This offer requires a purchase but at an extreme discount, usually 50 percent or greater.

Designing an Ungated Offer

An ungated offer such as an informative article, video, or podcast gives value without asking for contact information or a purchase. That said, these are still offers. You are offering value to prospects in exchange for their time.