Marketing is broad. It ranges from sharing product images on social networks, to crafting an attractive subject lines for your email marketing campaign, to optimising websites for search engine visibility.
Marketing involves a lot of concepts, strategies, and tactics. That’s why this post is important.
This post has covered what marketing campaigns are, the different types of marketing campaigns, and how and when to use the various types of marketing campaigns.
By the time you’re done reading this post, you would have learnt several marketing concepts, strategies, tactics, and how to use them effectively.
So without wasting your time, let’s get started.
Establishing Marketing Objectives
Before you start to market your product or service, it’s important to set a goal.
Knowing exactly what you want to achieve will help you channel your marketing energy into the right marketing campaigns.
It’ll also help you decide on the marketing strategies to employ. There are a few goals that can help improve your marketing strategies. They’re as follows:
Increasing problem and solution awareness goal:
You can structure your online marketing campaign in such a way that it helps people discover something they need. This type of marketing is known as problem awareness marketing.
Also, your marketing can be planned to tell your prospects, leads, and customers that your business offers a solution they seek. This type of marketing is called solution awareness marketing.
These two types of marketing goal is to help your prospects, leads, and customers discover that your business can take them from their present state( problem state ) to their ideal after state ( solution state ).
Acquiring New Leads and Customers
Companies market because they want to generate more leads and customers. Without acquiring new leads and customers, your business will never grow pass the present stage.
So the primary goal of a business is to gain more leads and customers. But that wouldn’t just happen. As a business owner, you need a lead and customer acquisition strategies to be able to increase your leads and customers database.
Activating leads and customers
Apart from leads and customer acquisition, there are other parts of marketing that involves turning cold leads into paying customers. And one time, customers into customers that continually buy from you.
Activation marketing helps you activate dormant leads and customers. It also help you to keep your business in the mind of your leads and customers.
Monetizing Existing Leads and customers
It’s one thing to generate new leads and customers. It’s another thing to try to sell and resell to those leads and customers.
Most businesses find it difficult to sell to their new leads. It takes a lot of time before they try to sell to their new leads.
This happens because they don’t know the right time to sell to their new leads. While some other companies stop at the first sales, they don’t border selling to them again.
That’s a lousy marketing approach.
Remember that it’s quite expensive to acquire new leads and customers. So when you do, you’d maximize the opportunity. And the only way you can utilise the opportunity is through creating Monetization campaigns. This type of marketing campaign will help you up-sell and make other offers to your leads and customers.
Onboarding new leads, customers.
It’s necessary to give your new leads and customers a special treat. Remember the feelings you had when you received a warm welcome greeting the first time you walked into a restaurant. And how relaxed you were when the menu explaining the various types of meal available at the restaurant and their prices was handed to you.
That way, you never have to guess what is available and what isn’t. You didn’t order for a thing without knowing how much it costs. You ordered the exact meal you wanted and ate on a budget all because you were given a menu.
The same applies to your new leads and customers. They need to be welcomed and taught who you’re, what your business stands for, and what they stand to gain by doing business with you.
You can do this by either creating a welcome email or welcome packet explaining to your new leads and buyers how to use your product, the benefits they will drive from using your products and services, and where to seek help if they’re stuck.
Building community and advocacy
Word to mouth marketing works great. People tend to believe people they know and have personal relationships with more. This is because of too many claims and hypes from brands that aren’t true. So considering this, it’s vital to move prospects, leads, and customers relationship from shallow and transactional to brand advocacy.
Defining a Digital Marketing Campaign
For a business to take its customers through the customer journey from cold prospects to brand advocates, there are specific actions the company needs to take.
Those actions, if done well, are known as campaigns.
Marketing campaigns have some specific characteristics. Some of those characteristics are:
Objective: Marketing campaigns are planned actions mapped out to actualize a specific goal of a business.
Multiparted: Almost all marketing campaigns, especially those done online, require assets like web pages, content, and landing pages, as well as tools like opt-in form and email software. But having all of these assets doesn’t guarantee that your campaign will be successful.
The visibility of your campaign to those who it is relevant to is one of your campaign success determining factor. And apart from the marketing campaign visibility, there’s yet another phase of your campaign.
That’s the analytics phase, where you track and measure your campaign results. This is where you find out what is working and what isn’t working.
Seamless and subtle: Gradually walking your prospects through the customer journey will cause your multi parted campaign to be successful. For you to easily take people through the customer journey, you need to add a clear call to action within your marketing campaign.
A call to action is an instruction telling your audience to take a particular action- buy now, subscribe now, click here, etc.
Understanding the three major types of marketing campaigns
You may have several business goals that you want to achieve with your marketing, but as you move you’ll discover that most of those goals can be found in three broad categories of a marketing campaign- acquisition, engagement, and monetization.
Here’s what these three types of marketing campaigns does for your business:
Acquisition campaigns bring new leads and customers
Monetization campaigns convert leads into paying customers and one time customers into constant paying customers.
Engagement campaigns turn leads and customers into brand advocates and promoters.
Balancing your marketing campaign calendar
Most business people will ask, “which campaign is suitable for our business?” This is the wrong question.
Notwithstanding, the right question is, “which campaign is suitable for our business right now?” Every business should implement each campaign type at different stages of the customer journey.
That’s why the understanding of the customer journey is essential. Here are a few questions to consider:
- Do you want to generate more leads and customers?
- Do you want to sell more to your already existing customers or activate customers?
It’s evident that you want all of that. But here’s what I want you to understand, one campaign can only do one work at a time. No one campaign can do the work of another campaign.
An acquisition campaign can’t do the work of an engagement campaign. Likewise, monetization campaigns can’t do the work engagement campaign.
To grow your business effectively, you need to give time on your calendar for all of the three major campaign types.
If you run nothing other than acquisition campaigns, you’ll have the result of acquisition campaigns, and you’ll not make money off it. Likewise, if you run nothing but monetization campaigns, you will not generate new leads and customers. The same goes if you run only an engagement campaign, you’ll have loyal followers, but you’ll be unable to make money off them.
If you have lots of social followers, popular blogs, and podcasts, but no sales. You have successfully learnt how to create an engagement campaign. The remarkable thing is that you have achieved one of the difficult tasks in marketing. By including acquisition and monetization campaigns, you can quickly turn your audience into a profitable business.
Chosen the campaign, you need now
Before now, we have said that your business needs all of the three types of campaigns acquisition, monetization, and engagement to survive.
But here’s what you’d keep in mind if you’re new to building marketing campaign, you’d concentrate on creating a single marketing campaign first:
If you’re just starting as a business, no lead, no customer, or no subscriber yet, build an acquisition marketing campaign.
But if you already have leads and customers, but they’re not buying as they should, build a monetisation marketing campaign.
Then, if you’re impressed with the number of your leads, subscribers, and customers and the monetisation of those leads, subscribers, and customers, build an engagement Campaign.
Creating a winning concept for your marketing campaigns requires a plan. And for you to be able to develop a plan, you must have a goal in mind.
In this post, we have covered the three broad marketing goals. So when planning your next campaign, ensure to align it with three major types of campaigns.
Never put out any marketing campaign, marketing content, or create a social media page without defining your goals, aim, and objective.
It’s my hope that this post provides you with the necessary knowledge you need to create a winning concept for your marketing campaigns.
Got questions drop it in the comment below. I’d like to hear from you.