Internet Marketing Digital_marketing_for_dummies | Page 51

Choosing the Campaign You Need Now
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.