Effective Marketing Campaigns and Content Strategies

Acquisition Campaigns: Acquire New Prospects and Customers

• Move your customers from the aware to committed stage.
• The stages of the customer journey that acquisition campaigns complete are:
  • Make Aware
  • Engage: Moving the customer from awareness to engagement usually means providing them with something of value in the form of content marketing.
  • Subscribe: The prospect has opened the door; at the very least, they’ve connected with you on social channels, or ideally, has become an email subscriber.
  • Convert: The prospect has placed trust in your organization by giving you either money or a significant amount of their time. Marketing here should be gradual and seamless, not risky or complex.

Monetization Campaigns: Generate Revenue from Existing Leads

• The goal of monetization campaigns is mainly to sell more to the customers you already have or to sell high-dollar, more complex products and services.
• Stages of the monetization campaign are:
  • Excite: Encourage the customer to get value from the interactions they’ve already had with your business.
  • Cause Customers to Ascend: For every group of customers who bought one of your products, some percentage of them would have bought more if given the chance.

Engagement Campaigns: Create Communities of Brand Advocates

• The goal here is to build a community around your company or brand.
• Stages of engagement campaigns are:
  • Advocate - Give your best customers a voice.
  • Promote - Customers that create content for free are worth their weight in gold.

Gated vs. Ungated Content

Ungated Content

• Ungated content includes blog posts, videos, and podcasts that do not require contact information or a purchase.
  • Even though it’s free, these are offers because you are offering value in exchange for the consumer’s time.
  • Successful digital marketers make free content that provides one of the following values:
    • Entertainment - People share things that make them feel something.
    • Inspiration - People are moved by content that makes them feel something.
    • Education - People want things that give them practical value.

Gated Content

• Gated content requires contact information.
  • A gated offer provides a small chunk of value that solves a specific problem for a specific market and is offered in exchange for the prospect's contact information.
  • High-converting gated offers include one or more of the following five aspects:
    • A promise
    • An example
    • A shortcut
    • A solution
    • A discount