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In this chapter, we make the point that your business needs all three campaign types: Acquisition, Monetization, and Engagement. To run a sustainable, healthy business, you need to be acquiring new leads and customers, monetizing them, and engaging customers who advocate and promote your brand. That said, if you’re new to creating digital marketing campaigns, you should focus on building a single campaign first:

 If you’re starting a brand new business or have no existing leads or subscribers, build an Acquisition campaign.

 If you have existing leads and customers, but they aren’t buying as much as you would like, build a Monetization campaign.

 If you’re happy with the number of leads and subscribers and the monetization of those leads and customers, build an Engagement campaign.

If you simply don’t know where to start, begin by building an Acquisition campaign, because every business needs to understand how to acquire fresh leads and convert new buyers. In the subsequent chapters of this book, we offer a number of ways to develop awareness for your brand, products, and services and convert that awareness into leads and customers.