Internet Marketing Digital_marketing_for_dummies | Page 48

FIGURE 2-2: Monetization campaigns create excitement and cause existing leads and customers to ascend to a higher level
of purchasing.
Campaigns that build engagement
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.
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. These people are your brand advocates.
FIGURE 2-3: Engagement campaigns create brand advocates and brand promoters.
Creating brand advocates and promoters begins with having a superior product or