Digital Marketing For Dummies. Ryan Deiss
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Gaining more leads and customers is a primary 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 in order to scale your business.
Activating leads and customers: If you’ve been in business for more than a few 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 and customers 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 make upsell, cross-sell, and other types of offers to sell more to your best leads and customers.
Onboarding new leads and customers: New leads and customers deserve special treatment simply because they are 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 customers beyond a shallow, transactional relationship, you need to build campaigns that create communities of advocates and brand promoters. One of the most effective ways to achieve this advocacy is through social media, such as through a Facebook 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. Find more on social media tactics in Chapter 9.
Defining a Digital Marketing Campaign
Meeting your business objectives and moving a customer through the customer journey (discussed in Chapter 1) from ice-cold prospect to raving fan requires actions. Those actions, if coordinated properly, are called campaigns. Digital marketing campaigns, as we define them in this book, have a set of specific characteristics. Digital marketing campaigns are:
Objective based: Digital marketing campaigns are coordinated actions intended to achieve a specific business goal.
Multiparted: Every digital marketing campaign requires assets like content and 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 is performing.
Seamless and subtle: It’s worth pointing out that these multistep, multipart campaigns are most successful if you walk the prospect gradually through the customer journey (for more about the customer journey, see Chapter 1). To help move people through the customer 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 the coming chapters, you find out how to structure your campaigns in a way that moves your cold prospects to become repeat buyers and purchasers of high-ticket items.
In flux: The word campaign often refers to an initiative with a short life span, but as it is defined in this book, 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.
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 advertisement, such as the banner ad shown in the following figure.
Source: https://www.menshealth.com/sex-women/a19548045/boyfriend-voice/
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 book a free consultation.
Source: https://www.lasikplus.com/lasik-250-discount-deal/
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.
Source: https://www.lasikplus.com/ischedule.html#/schedule/Austin/4%2F6%2F2020
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.
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, and we cover everything from asset creation to traffic and measurement in this book.
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.
Each of these types of digital marketing campaigns has