There are endless business goals that an entrepreneur might want to tackle through a digital marketing campaign, but most of these objectives can be achieved by using three broad categories of a digital marketing campaign:
Acquisition, Monetization and Engagement. Each one plays a very specific role in a business. Acquisition campaigns are the ones that acquire new prospects and customers. Monetization campaigns generate revenue from existing leads and customers and engagement campaigns forge communities of brand advocates and promoters.
If you are aiming to raise awareness for the solutions you provide, or if you are just looking to acquire more leads, an acquisition campaign is what you need. The role of your marketing is to move a customer from the awareness stage to brand promoter. Acquisition campaigns work on the front end of this path, taking the prospect from Aware to Converted.
To make aware means to bring in new customers and leads, which requires a business to reach out to strangers. Acquisition campaigns should be structured to reach prospects who have no idea about what you are offering as a solution or the problem you solve.
The transcendence from Aware to Engaged is usually accomplished by offering a form of entertainment, inspiration, or educational content before trying to sell your solution or product. This is called content marketing, where you create valuable, relevant and consistent material in order to lure, attract and retain a customer. Content marketing is a whole different topic which undermines many activities such as blogging, videos, social media updates, images and more.
When a customer reaches the subscribe level, you may now start marketing to the prospect. The prospect is probably connected to you on social channels such as Facebook or even became an email subscriber. The subscribe stage is critical, because it gives a business a chance to connect with their customers, offering special offers, more content etc.
A converted customer is in the final stage of an Acquisition campaign, where he has placed trust in a specific brand by giving money or a significant amount of time. Your marketing should be gradual and seamless, mostly online, where your main agenda is to build trust with someone you have never met. A customer should feel very safe about buying your product at the end of your Acquisition campaign.
Acquisition campaigns main goal is not making profit, although it is a possibility at a certain stage, but, the main objective is still to acquire leads and buyers. It might feel somewhat counterintuitive but know that customer and lead acquisition is different from monetization. The two campaigns have different goals, tactics and metrics. Campaigns created to acquire new leads and customers can also work to recruit potential customers who have never bought from you. These are also called Activation campaigns, a business which is healthy has many recent and frequent buyers (where applicable). Campaigns are essential also to activate subscribers which are dormant, as well as dormant buyers. There are specific offers that can activate dormant buyers and leads which you can read about here.
Hope you found this information interesting. Thank you for tuning in