Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 36

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.