Question: What is a campaign?
Answer: A series of communications and actions with a specific purpose and a desired outcome.
The reason it’s important to think in terms of campaigns is because the relationship you have with your prospects is a delicate one. Especially early on in the relationship.
If we just start sending random messages to our newly added prospects, they are either going to unsubscribe or just stop responding to our emails.
Getting a prospect on our list is important, but keeping them on the list and engaged is a whole different ballgame.
I think about it like this …
My relationship with my customers and prospects is like a glass of water.
It starts out empty and then every time I add some value to the relationship, it fills up a little. I can fill it up with a ton of different actions including; a great service provided, a compelling blog post, a thank you card, a free downloadable thing, a coupon, etc. These are all relationship building activities that fill up our cup.
Anytime I ask something of the relationship – download this, signup for this, buy this – I’m in essence emptying that cup and our relationship goes back to even. Now, before I can ask anything else from my prospects or clients, I need to get busy filling that cup back up.
This is why it’s important to think of campaigns. We don’t want to have our backs against the wall and just start shooting emails at random because we need to fill up some time-slots. This is what we call “SPRAY AND PREY” marketing and it does not work.
Instead of this reactionary marketing, we want to be thoughtful and purposeful in our communications. This is where campaigns come in. By thinking about the communication and where we are at in the relationship building process, we can actually plan out our marketing in advance and the results will be better.
There are 6 different types of marketing campaigns.
Campaign #1: Introduction
This is one of the first things a user will see when they opt-in for one of our lead magnets. The purpose of this campaign is to set the tone of the relationship with the prospect.
Campaign #2: Engagement
You’ve heard everybody talking about engagement but how do you get it? This campaign’s goal is to get your new prospect engaged with your business and to take the relationship deeper.
Campaign #3: Ascension
This campaign is used to sell prospects or customers large ticket items with your company. For example: if you just groomed a new prospects dog, you may have an ascension campaign that tries to sell the person on a large ticket grooming package.
Campaign #4: Re-Engagement
As much as I’d like to think I’m perfect at nurturing my prospects and customers – I’m not. So over a period of time a certain portion of my list became disengaged. They haven’t unsubscribed, but they just aren’t clicking like they used to. A re-engagement campaign is used to get them interested in our stuff again.
Campaign #5: Segmentation Campaign
We know that good marketing is all about putting the right message in front of the right customer at the right time. So, the more we know about our list, the better we can serve them. Segmentation campaigns are used to get information from our list so that we can break it down further into more specific segments. Some great examples of this type of campaign are surveys or segment specific content.
Campaign #6: Nurture
When we run specific types of campaigns, they run for a relatively short period of time and then we fall back into more passive mode of staying in front of our audience. This method of staying in front of our peeps is called nurturing and we do this with a nurture campaign. During a nurture campaign you are basically just staying in front of your audience providing value while waiting for your next active campaign to start.
Use these campaigns to add value to your relationship with your potential customers. Keep filling that cup with water!
Now It’s Your Turn
Use the comments section below and tell me what type of campaign have you been using in your business?