Digital marketing is a broad term that can mean anything from posting an image of your product on Face Chapter to crafting an email subject line to optimizing a blog post for search engine traffic. Digital marketing involves many seemingly disconnected tactics, and that’s what makes this Topic so
This Topic helps you understand what a marketing campaign is and Deciding which Best Digital Marketing Campaign You Should Create. You learn about the three different types of campaigns and how and when to use them so that you can use these strategies effectively in your digital marketing campaigns.
Every business is interested in generating leads, making sales, retaining the cus-tomers they have, and selling them more of the company’s products or services. Achieving each of these goals requires a different approach, however. In this Topic , you decide what you want your digital marketing to accomplish by iden-tifying your business objectives, because those objectives are what should dictate the campaigns you construct and, ultimately, the tactics you employ.
Establishing Best Digital Marketing Objectives
Before you start a blog, open a Pinterest account, or start gathering email addresses,
you need to choose your business goals. When you know what you want to accom-plish, you’ll be able to direct your energy into the right marketing campaigns and employ marketing tactics that move the needle on the right business metrics.
Here are six common goals that your digital marketing strategy can affect:
- Increasing problem and solution awareness: Your online marketing canhelp prospective customers become aware of something they need, an effect called problem awareness. Your marketing can also make prospective custom-ers aware that your company provides a solution to a problem — called solution awareness. Your objective is to help people realize that you can takethem from the “Before” state, in which they have a problem, to the desired “After” state, in which they have obtained a positive solution.
- Acquiring new leads and customers: Gaining more leads and customers is aprimary objective of most businesses. Without generating new leads and customers, your business will never grow beyond what it is now. You need to bring in new blood to scale your business.
- Activating leads and customers: If you’ve been in business for more than afew months, you likely have leads and customers who have yet to buy or haven’t bought in a while. You can use your digital marketing campaigns to encourage people to buy from you for the first time, as well as to remind past customers who haven’t purchased from you lately of the value you bring and why they should buy from you again. Your digital marketing campaigns can activate these dormant leads and customers and help keep your business in mind.
- Monetizing existing leads and customers: Acquiring new leads andcustomers is expensive and time consuming. Don’t forget to create digital campaigns intended to sell more products and services to those new leads and customers. Monetization campaigns employ upsell, cross-sell, and other types of offers to encourage more sales from your best leads and customers.
- Onboarding new leads and customers: New leads and customers deservespecial treatment simply because they’re new. They need to be taught who you are and how to be successful with what they’ve purchased. To achieve this goal, create content such as welcome emails or welcome packets that tell people how to use your product or service, what they can expect, and where they can go if they need help with their purchase.
- Building community and advocacy: To move prospects, leads, and custom-ers beyond a shallow, transactional relationship, you need to build campaigns that create communities of advocates and brand promoters. One of the most
Creating Your Digital Marketing Strategy
effective ways to achieve this advocacy is through social media, such as through a FaceChapter Group or a Twitter page. Here, people can reach out if they have praise for or questions about your product or service. By creating an outlet, you help to cultivate a sense of community for your customer base, which leads to increased satisfaction and loyalty.
Defining The Best Digital Marketing Campaign
Meeting your business objectives and moving a customer through the buyer journey from ice-cold prospect to raving fan requires actions. Those actions, if coordinated properly, are called campaigns. Digital marketing campaigns, as defined in this Chapter, have a set of specific characteristics. Digital marketing campaigns are
- Objective based: Digital marketing campaigns are coordinated actionsintended to achieve a specific business goal.
- Multiparted: Every digital marketing campaign requires assets like contentand landing pages, as well as tools like email software or web forms. But those assets aren’t enough to ensure the success of your campaign; you need the ability to make those assets visible. In other words, you need traffic. Yet another part of every campaign is the measurements you track so that you can determine how it’s performing.
- Seamless and subtle: It’s worth pointing out that these multistep, multipartcampaigns are most successful if you walk the prospect gradually through the buyer journey. To help move people through the buyer journey, you need to include a call to action (CTA) within your campaign. A CTA is an instruction to your audience designed to provoke an immediate response. Usually, a CTA includes an imperative verb to convey urgency, such as “buy now,” “click here,” “shop today,” “watch this video,” “give us a call,” or “visit a store near you.” Next, a well-oiled marketing campaign removes the friction between the prospect and the action you want that prospect to take. An extreme example is to ask an ice-cold prospect to buy a $10,000 product or service. Such a tactic would be neither seamless nor subtle.
- In flux: While the word campaign often refers to an initiative with a short lifespan, a campaign can be something your business runs for as little as a day or as long as several years. The advantage of digital campaigns over physical ones (such as direct-mail campaigns) is that small tweaks and even wholesale pivots are much simpler in a digital environment. As a result, you can optimize digital marketing campaigns on the fly to achieve the best results.
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Deciding which Marketing Campaign to Create 69
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. Digital marketing campaigns might seem complicated to you now, but rest assured that campaigns can be extremely simple.
PUTTING TOGETHER A GOOD-LOOKING DIGITAL MARKETING CAMPAIGN
Consider the digital marketing campaign of a company like LasikPlus, which offers the Lasik corrective surgery for eyesight. As are most companies, LasikPlus is interested in acquiring new leads and customers for the procedure.
In this company’s marketing campaign, a prospect might first encounter an advertise-ment, such as the banner ad shown in the following figure.
Clicking the ad shown in the first figure takes the prospective customer to a landing page, shown in the next figure, that explains the benefits of doing business with LasikPlus and makes a call to action to schedule a consultation.
Selecting the call to action to schedule an appointment takes the prospect to a page where the prospect chooses the most convenient LasikPlus location for his or her consultation. After that location is chosen, the prospect is taken to a calendar page where a time for the consultation can be chosen, as shown in the final figure in this sidebar. The last step in setting the appointment is the entering of name, email, phone number, and birth date to confirm the appointment.
But it doesn’t stop there. The LasikPlus campaign continues via email. Separate emails are sent to confirm the consultation appointment, teach the prospective Lasik candidate a bit about the procedure, and to remind the prospect of his upcoming appointment. Also, notice that LasikPlus graduates the prospect from a cold lead to a consultation rather than asking the person to pay for the procedure immediately after seeing the ad. This campaign moves the prospect seamlessly and subtly toward the conversion.
Understanding the Three Major Types of Campaigns
Although you may have many business goals that you want to affect through your digital marketing, you’ll find that you can meet most objectives with three broad categories of digital marketing campaign: Acquisition, Monetization, and Engagement.
Deciding which Marketing Campaign to Create
Each of these types of digital marketing campaign has a very specific role to play in your business, as follows:
- 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.
The following sections explain these types of campaigns in much more detail.
Campaigns that generate new leads and customers
If your goal is to raise awareness for the problems you solve or the solutions you provide, or if you’re just looking to acquire new leads and customers, you need an Acquisition campaign. The role of your marketing is to help move a prospect, lead, or customer from the awareness stage of the buyer journey to brand promoter. You deploy Acquisition campaigns to do the work on the front end of this journey, taking the prospect from Aware to Converted
The stages of the buyer journey that Acquisition campaigns complete are the following:
- Make Aware: To bring in new leads and customers, you need to reach out to what amounts to complete strangers. You should structure Acquisition campaigns to reach prospects who are completely unaware of the problem you solve or the solutions you provide.
- Creating Your Digital Marketing Strategy
- 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 buy something or commit a significant amount of time. This is known as content marketing, a strategic marketing method focused on creating and distributing valuable, relevant, and consistent material designed to attract, retain, and ultimately drive a customer to profitable action. Content marketing consists of a broad spectrum of activities and types of content, including blogging, videos, social media updates, images, and more. Content marketing is covered in more detail in Chapter 3.
- Subscribe: At this stage, the prospect has given you permission to marketto him. At the very least, he has connected with you on social channels
(FaceChapter, LinkedIn, and others) or, ideally, has become an email subscriber. 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: The transformation of a prospect from being merely interested andsubscribed to converted is the final stage of an Acquisition campaign. At this point, the prospect has placed trust in your organization by giving you either money or a significant amount of her time. Don’t forget that your marketing should be gradual and seamless, particularly online, where you must often build trust with someone you’ve never actually met. If this final stage of your
Acquisition campaign involves a sale, it shouldn’t be a risky (think expensive or complex) purchase. The goal here is to simply transform the relationship from prospect to customer.
Note that Acquisition campaigns are not about profit. Although you might be making sales at the Convert stage, the goal of those sales is not return on invest-ment but on acquiring leads and buyers. This idea can seem counterintuitive, but keep in mind that customer and lead acquisition is different from monetization. These two campaign types have different goals, tactics, and metrics.
Most of the campaigns that you create to acquire new leads and customers can also work to activate leads and buyers who have never purchased from you or haven’t purchased from you in a while. Those are Activation campaigns. A healthy business has a large number of recent and, if applicable, frequent buyers. Deploying campaigns to activate dormant subscribers and buyers is a good use of time and effort. Chapter 1, Topic 5 includes more about the types of offers that can activate these leads and buyers.
Campaigns that monetize existing leads and customers
If your business objective is to sell more to the customers you already have or to sell high-dollar, more complex products and services and profit maximizers (as described in Chapter 1, Topic 5), you need a Monetization campaign. In short, the goal of a Monetization campaign is to make profitable sales offers to the leads and customers you acquired with your Acquisition campaigns.
Don’t build a Monetization campaign first if your business has no leads, subscribers, or existing customers. Monetization campaigns are meant to sell more, or more often, to those who already know, like, and trust your business.
The stages of the buyer journey completed by Monetization campaigns and shown in Figure 4-2 are the following:
- Excite: You target Monetization campaigns at customers who have alreadyspent time learning something from you, or have already purchased some-thing from your business. Savvy digital marketers build campaigns that encourage prospects or customers to get value from the interactions they’ve already had with your business.
- Cause customers to ascend: For every group of people who purchase something, some percentage of them would have bought more, or more often if given the chance. For example, for every buyer of a Rolex watch, some percentage would buy a second (or third or fourth!) watch or would buy the most expensive Rolex watch if presented with the opportunity. This concept is critical not only to digital marketing but also to your business goals. Your Monetization campaigns should capitalize on this concept by making offers that increase the value of your existing leads and customers.
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