Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 41

You may be thinking, “Which campaign should I be using in my business?” This is the wrong question, however. The right question is, “Which campaign should I be using in my business right now?” Every business should deploy each campaign type at different times to different people. So consider a few questions:

 Do you want more leads and customers for your business?

 Do you want to sell more to the customers you have or activate customers and leads who haven’t purchased in a while?

 Do you want to turn customers into raving fans willing to buy anything you offer, and give you testimonials and referrals?

The answer, of course, is yes on all accounts.

But this point is critical to understand: One campaign can’t replace or do the job of another. An Acquisition campaign can’t do the job of a Monetization campaign. Likewise, a Monetization campaign can’t do the job of an Engagement campaign. Each campaign excels at meeting one particular goal. To maintain a healthy, sustainable business, you need to allocate time on your calendar for all three major campaign types.

If you run nothing but Acquisition campaigns, you’ll never be profitable. If you run nothing but Monetization campaigns, you’ll never add new leads and customers and, as a result, you won’t grow. If you run nothing but Engagement campaigns, you’ll have a loyal audience, but you’ll never convert your audience into customers.

If you have no sales but do have a massive following on social media, a popular blog, or podcast with lots of subscribers or downloads, you have mastered the art of creating Engagement campaigns. The good news is that you have accomplished one of the most difficult tasks in digital marketing: building an audience. By adding Acquisition and Monetization campaigns to your marketing mix, you can transform that audience into a profitable business.