Digital Marketing For Dummies. Ryan Deiss
Читать онлайн книгу.
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.
FIGURE 2-1: Acquisition campaigns move prospects from the Aware to Converted stages.
The stages of the customer 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.
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 a profitable action. Content marketing consists of a broad spectrum of activities and types of content, including blogging, videos, social media updates, images, and more. We cover content marketing in more detail in Chapter 4.
Subscribe: At this stage, the prospect has given you permission to market to him. At the very least, he has connected with you on social channels (Facebook, 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 and subscribed 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 investment (ROI) 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.
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 3), 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.
The stages of the customer journey completed by Monetization campaigns and shown in Figure 2-2 are the following:
Excite: You target Monetization campaigns at customers who have already spent time learning something from you, or have already purchased something 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.
FIGURE 2-2: Monetization campaigns create excitement and cause existing leads and customers to ascend to a higher level of purchasing.
Campaigns that build engagement
If your business objective is to successfully get new customers on board and move new leads and customers from being prospects to fans of your brand, or to build a community around your company, brand, or offers, you need an Engagement campaign. The most beloved companies create online opportunities for customers and prospects to interact with each other and with the brand. Companies that build engagement into their marketing enjoy the benefits of customer interactions that go beyond the simple transaction of buying goods and services.
The stages of the customer journey completed by Engagement campaigns and shown in Figure 2-3 are the following:
Advocate: You can create marketing campaigns to give your best customers the ability to recommend your business through testimonials and customer stories. These advocates defend your brand on social media and recommend your products and services to their friends and family when prompted. Advocates may talk about and defend your brand, but they’re passive about it. They won’t go out of their way to do it. That’s the main difference between an Advocate and a Promoter (discussed next).