When it comes to establishing an online business, setting a goal and meeting the objectives are always the top priorities of the company. After some time, you will understand that in order to hit these targets, you must absolutely utilize digital marketing.
You'll find that there are three broad categories of creating an online campaign. These are acquisition, monetization, and engagement, and each of them has specific roles to play in your business. Acquisition campaigns will help you discover new prospects and customers, monetization campaigns will help you generate revenue from the existing customer and leads you currently have, and engagement campaigns help you start a community of promoters and brand advocates.
In this article, let us only talk about acquisition campaigns. Basically, you deploy these campaigns as the front-end workers of your business. In short, they move prospects from becoming aware of your brand to converting to paying customers.
Below are the stages that a visitor of your online business has to complete in order to convert as a customer:
Stage 1: Awareness
As a business owner or a marketer, you need to reach out to complete strangers. Keeping your target market in mind, you must find a way to entice prospects who are completely unaware of the problems your business can fix.
Stage 2: Engagement
The only way for you to move your users from a state of awareness to actually engaging into your business is by providing value. This usually comes in the form of entertainment, educational content, answering important questions, and etc. This is the stage where you must learn everything you can about content marketing. The content of your website will cause people to engage with your business.
Stage 3: Getting Followed
At this stage, you have already won the trust of your prospects. At the very least, these people should have already followed you on your Instagram, Facebook, Twitter or Youtube. In some cases, the most ideal is having them as an email subscriber. When your prospects have already followed you, you can now continue to offer more content and spark a business-customer relationship.
Stage 4: Conversion
This is the final stage of your Acquisition Campaign - turning your prospects from merely interested people to actual paying customers. This is where your business has already earned the full trust of the customers - the kind of trust where they willingly hand over their credit card information to make a purchase.
Remember, the acquisition campaign is not just about turning your visitors into paying customers. This is not always about profit as this also helps you acquire leads and potential buyers. Keep in mind that customer and lead acquisition is not the same with monetization. Although the final goal is the same (to convert visitors), they have different tactics, goals, and metrics.
