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:
