Internet Marketing Digital_marketing_for_dummies | Page 47

Campaigns that monetize existing leads and
customers
If your business objective is to sell more to the customers you already have or to sell high-
dollar, more complex products and services and profit maximizers (as described in
Chapter 3), you need a Monetization campaign. In short, the goal of a Monetization
campaign is to make profitable sales offers to the leads and customers you acquired with
your Acquisition campaigns.
Don’t build a Monetization campaign first if your business has no leads,
subscribers, or existing customers. Monetization campaigns are meant to sell more,
or more often, to those who already know, like, and trust your business.
The stages of the customer journey completed by Monetization campaigns and shown in
Figure 2-2 are the following:
Excite: You target Monetization campaigns at customers who have already spent time
learning something from you, or have already purchased something from your
business. Savvy digital marketers build campaigns that encourage prospects or
customers to get value from the interactions they’ve already had with your business.
Cause customers to ascend: For every group of people who purchase something,
some percentage of them would have bought more, or more often, if given the chance.
For example, for every buyer of a Rolex watch, some percentage would buy a second
(or third or fourth!) watch, or would buy the most expensive Rolex watch if presented
with the opportunity. This concept is critical not only to digital marketing but also to
your business goals. Your Monetization campaigns should capitalize on this concept by
making offers that increase the value of your existing leads and customers.