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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).

 Promote: Customers who actively seek to promote your business are worth their weight in gold. These are the customers who create blogs and YouTube videos about your products and services. They tell the story of your brand and their success with it on social channels, and do everything they can to spread the good word about the value you provide. They are true fans and believers in your product and what your business stands for. These people are your brand advocates.

FIGURE 2-3: Engagement campaigns can lead to the creation of brand advocates and brand promoters.

Creating brand advocates and promoters begins with having a superior product or service, coupled with a customer service experience to match. Word travels fast in the digital world, and if you aren’t providing value, you find that your marketing creates the exact opposite of advocates and promoters. Instead, your marketing only speeds the spread of information about the poor experiences your customers have had. Before attempting to build engagement and community, optimize the amount of value you bring to your customer.

When done right, Acquisition, Monetization, and Engagement campaigns seamlessly move people through the customer journey. These three strategies help people go from their “Before” state in which they have a problem to their desired “After” state of having gained a positive outcome through your product or service. (We discuss the customer journey in greater detail in Chapter 1.) Figure 2-4 shows all the stages a person goes through, ideally, in the customer journey. Use the Acquisition, Monetization, and Engagement tactics discussed in this chapter to help move people down this path.

FIGURE 2-4: Use Acquisition, Monetization, and Engagement campaigns to move people through the customer journey.