{"id":14689,"date":"2020-12-29T16:17:22","date_gmt":"2020-12-29T21:17:22","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=14689"},"modified":"2023-01-10T16:30:23","modified_gmt":"2023-01-10T21:30:23","slug":"go-from-implementing-individual-digital-marketing-tactics-to-comprehensive-campaigns","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/strategy\/go-from-implementing-individual-digital-marketing-tactics-to-comprehensive-campaigns\/","title":{"rendered":"Go from Implementing Individual Digital Marketing Tactics to Comprehensive Campaigns"},"content":{"rendered":"\n

So, you\u2019re hosting a virtual event\/live webinar next month and want to get as many people as possible to sign up and attend. You\u2019ve decided to post about it on social media, but how do you get people to sign up and say they\u2019re coming? How can you use this event to get people to look around your website?<\/p>\n\n\n\n

There\u2019s a lot you can do to promote this live webinar event that goes way beyond just posting on Facebook. You can actually create a whole campaign around this one webinar to maximize leads (in this case, webinar attendance) for your business.<\/p>\n\n\n\n

While that was just a hypothetical scenario, you can apply that mindset to nearly anything you want to promote\u2014to focus on the holistic campaign and take your core message and spread it across multiple platforms and channels. At Sanctuary, that\u2019s the core of what we love to do. Why do a one-off tactic when you can pull it all together with a focused campaign?<\/p>\n\n\n\n

Full-Funnel Digital Marketing<\/h2>\n\n\n\n

In fact, we have a name for it: full-funnel digital marketing<\/a>. We think of it kind of like a funnel in that there is a vast space at the top representing the digital sphere full of people that could be potential customers.<\/p>\n\n\n\n

As the funnel moves downward, there\u2019s less space, and particles are gradually funneled downward so they can fit through a narrow opening. This represents your pool of potential customers narrowing as you guide them down a path until they become an actual customer. As the funnel of digital marketing guides prospects through a series of stages, the pool narrows so that you\u2019re left with serious leads who are very interested in your product or service\u2014and then ultimately you\u2019re left with customers!<\/p>\n\n\n\n

The stages of the digital marketing funnel are:<\/p>\n\n\n\n

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  1. Awareness<\/li>\n\n\n\n
  2. Consideration<\/li>\n\n\n\n
  3. Intent<\/li>\n\n\n\n
  4. Purchase<\/li>\n\n\n\n
  5. Retention<\/li>\n\n\n\n
  6. Loyalty<\/li>\n\n\n\n
  7. Advocacy<\/li>\n<\/ol>\n\n\n\n

    Learn more about our full-funnel approach here<\/a>.<\/p>\n\n\n\n

    Highly Targeted Campaigns with Cohesive Messaging are Key<\/h2>\n\n\n\n

    This whole funnel analogy is really just driving toward the point that digital marketing is more effective when it\u2019s highly targeted and messaging is cohesive\u2014all driving toward a specific goal for a specific audience and taking them down a path that leads them toward a final sale (or some desired action).<\/p>\n\n\n\n

    What does a comprehensive digital marketing campaign look like?<\/h3>\n\n\n\n

    Keeping in mind the idea of cohesive messaging, all the different moving parts of your campaign should drive toward the same goal\u2014whether that\u2019s to request a quote, attend an event, download a resource or make a purchase.<\/p>\n\n\n\n

    Give people a place to \u201cland\u201d with a lead generation-focused landing page.<\/h3>\n\n\n\n

    At Sanctuary, the campaigns we create often center around a landing page we create intended to capture leads and offer a landing place for all of the traffic generated by this campaign. The landing page should have an enticing headline that both describes exactly what you\u2019re offering and want them to do while also being interesting enough to get them to take action.<\/p>\n\n\n\n

    We\u2019ll go back to the dog collar example to express the kind of messaging you should consider for your landing page headline. You can also repurpose this headline in your other campaign tactics like social media ads, display ads, or email subject lines. So, your headline for the dog collar campaign might be something like, \u201cBuy One Get One 50% Off On Quality, American-Made Dog Collars,\u201d which includes brand differentiators (quality and American-made) and the main offer you want people to take advantage of.<\/p>\n\n\n\n

    Other Digital Marketing Tactics to Work Into Your Campaign<\/h2>\n\n\n\n

    Once you have your core messaging and\/or headline established and your landing page created, you can get to work on your other campaign tactics. Tactics include but are not limited to:<\/p>\n\n\n\n