Digital Marketing For Dummies. Ryan Deiss
who actively seek to promote your business are worth their weight in gold. These are the customers who create blogs and YouTube videos about your products and services. They tell the story of your brand and their success with it on social channels, and do everything they can to spread the good word about the value you provide. They are true fans and believers in your product and what your business stands for. These people are your brand advocates.
FIGURE 2-3: Engagement campaigns can lead to the creation of brand advocates and brand promoters.
When done right, Acquisition, Monetization, and Engagement campaigns seamlessly move people through the customer journey. These three strategies help people go from their “Before” state in which they have a problem to their desired “After” state of having gained a positive outcome through your product or service. (We discuss the customer journey in greater detail in Chapter 1.) Figure 2-4 shows all the stages a person goes through, ideally, in the customer journey. Use the Acquisition, Monetization, and Engagement tactics discussed in this chapter to help move people down this path.
FIGURE 2-4: Use Acquisition, Monetization, and Engagement campaigns to move people through the customer journey.
Balancing Your Marketing Campaign Calendar
You may be thinking, “Which campaign should I be using in my business?” This is the wrong question, however. The right question is, “Which campaign should I be using in my business right now?” 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?
The answer, of course, is yes on all accounts.
But this point is critical to understand: One campaign can’t replace or do the job of another. An Acquisition campaign can’t do the job of a Monetization campaign. Likewise, a Monetization campaign can’t do the job of an Engagement campaign. Each campaign excels at meeting one particular goal. To maintain a healthy, sustainable business, you need to allocate time on your calendar for all three major campaign types.
If you run nothing but Acquisition campaigns, you’ll never be profitable. If you run nothing but Monetization campaigns, you’ll never add new leads and customers and, as a result, you won’t grow. If you run nothing but Engagement campaigns, you’ll have a loyal audience, but you’ll never convert your audience into customers.
Choosing the Campaign You Need Now
In this chapter, we make the point that your business needs all three campaign types: Acquisition, Monetization, and Engagement. To run a sustainable, healthy business, you need to be acquiring new leads and customers, monetizing them, and engaging customers who advocate and promote your brand. That said, if you’re new to creating digital marketing campaigns, you should focus on building a single campaign first:
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.
If you simply don’t know where to start, begin by building an Acquisition campaign, because every business needs to understand how to acquire fresh leads and convert new buyers. In the subsequent chapters of this book, we offer a number of ways to develop awareness for your brand, products, and services and convert that awareness into leads and customers.
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. Never again will you decide to open a new social media account without knowing the ultimate goal behind it. Most entrepreneurs and marketers who are frustrated by digital marketing don’t see the big picture.
Frustrated digital marketers don’t understand, for example, that blogging is an outstanding tactic for growing awareness but utterly useless for monetization. They don’t realize that posting and communicating with customers on a business Facebook page can create an engaged community, but better, more effective ways to generate leads and customers are available.
As we cover specific digital marketing tactics through the remainder of this book, we frequently return to the idea of keeping your business objectives, and the campaigns that meet those objectives, in mind. As you continue on your quest to master the art and science of digital marketing, stay focused on what really matters: growing the business.
Chapter 3
Crafting Winning Offers
IN THIS CHAPTER
Whether you’re asking people to buy something, give you their contact information, or spend