The digital landscape provides endless opportunities for businesses to connect with potential customers. However, capturing attention amidst all the noise is a considerable challenge. This is where strategic marketing campaigns come into play.
Introduction
Marketing campaigns allow brands to acquire new users, convert them into customers, and establish lasting engagements over time. The framework of Acquire, Convert, and Engage (ACE) offers a simple yet powerful approach to campaign development.
In this guide, we will explore the ACE methodology to create optimized campaigns across core platforms like social media, search engine optimization (SEO), pay-per-click (PPC) advertising, and email. Whether you are a Developer building campaigns in-house or implementing them using ACE Campaign, these best practices will set you up for success.
Brief Background on Digital Marketing Campaigns
Digital marketing refers to promotional activities conducted through electronic devices and the internet. It encompasses diverse strategies from content creation to paid ads for acquiring and engaging with an audience.
Campaigns are intentional, focused efforts to achieve specific marketing goals during a particular timeframe. These goals often involve raising brand awareness, generating leads, increasing sales, or improving customer loyalty.
Overview of the Campaign Development Process
The typical campaign development process includes:
- Establishing objectives: Defining the intended outcome and metrics for success upfront. This includes KPIs like lead generation, traffic growth, conversion rate, etc.
- Identifying the target audience: Creating detailed buyer personas to understand motivations and preferences.
- Brainstorming campaign ideas: Conceptualizing creative formats, platforms, and messaging approaches.
- Optimizing and testing: Continuously improving campaigns through A/B testing and measurement.
Introducing the ACE Framework
The ACE framework breaks down the customer journey into three core phases, providing a strategic model for campaign development:
- Acquire: Attracting new visitors and leads through promotions.
- Convert: Turning leads into customers or one-time purchases.
- Engage: Developing lasting relationships beyond the initial transaction.
This simplified approach ensures your campaigns align to objectives tied to each phase while supporting an integrated, full-funnel strategy.
The Acquire Stage
The acquire phase focuses on driving new traffic to your website, app, or store. The goal is to build awareness and capture contacts through compelling offers and experiences.
Discussing the Goal of Acquiring New Users and Customers
At the acquire stage, the central goal is generating interest in your brand, products, or services. This requires promoting discovery across channels where your audiences are most active.
To attract attention, campaigns need to communicate concrete value propositions tailored to customer needs. For example, highlighting how your solution saves time for busy professionals.
Getting new visitors to engage and share some level of contact information for future marketing is also essential. This data enables lead nurturing to facilitate further sales conversations.
Brainstorming Creative Campaign Ideas
Coming up with fresh, unique campaign ideas requires an insightful creative process:
Ideation Techniques
- Mind mapping to visualize concepts
- Individual brainstorming then group sharing
- Random word combinations to spark ideas
- Competitor review for inspiration
Creative Formats
- Interactive content like assessments, calculators
- Gamification through contests, quizzes
- Playful memes, gifs and videos
Value-Driven Offers
- Free trial of software or service
- Discount coupon or gift card
- Checklist, guide or template
Conducting Keyword Research to Identify Targets
Thorough keyword research uncovers relevant search terms and conversations to target:
Tools
- Google Ads Keyword Planner
- SEMrush Keyword Magic Tool
- UberSuggest
Data to Analyze
- Monthly search volume
- Keyword difficulty scores
- Related keywords and questions
Performing Competitor Analysis for Inspiration
Competitor analysis provides benchmarks and ideas to model:
Research Areas
- Ad messaging/copy
- Landing page design
- Promotions and offers
- Ad placement
Selecting Relevant Platforms and Channels
The optimal platforms and formats depend on goals, budgets and audience behavior.
Common Options
- Social media marketing
- Search engine optimization
- Pay-per-click ads
- Affiliate partnerships
Setting Up Analytics and Goal Tracking
Analytics measure performance and identify optimization opportunities:
Key Metrics
- Bounce rates
- Time on site
- Lead conversion rate
Tools
- Google Analytics
- Adobe Analytics
Social Media Campaigns
Social platforms like Facebook, Instagram and LinkedIn enable brands to engage audiences.
Brainstorming Interesting Social Content Formats
Types of Content
- Infographics
- Interactive polls
- Customer testimonials
- Behind-the-scenes footage
Experimenting with Different Creatives
Post Types
- Photo posts
- Videos
- Carousels
- Stories
Expanding Reach Through Hashtags and Influencers
Hashtag Research
- Analyze trending hashtags in your industry
- Identify relevant niche hashtags
Influencer Partnerships
- Sponsor content from relevant influencers
- Co-create social contests or giveaways
Driving Clicks to Landing Pages
Types of Landing Pages
- Promotional squeeze pages
- Content upgrade pages
- Lead gen quizzes
SEO Campaigns
SEO builds organic visibility and traffic from search engines.
Optimizing Website Pages for Target Keywords
On-Page Optimization Tactics
- Keyword integration in titles, headers, content, URLs
- Meta descriptions with compelling calls to action
- Fast load speeds through image compression
Creating Guides and Blog Content
Optimizing Blogs
- Interlink posts to pass authority
- Integrate LSI keywords in content
- Include related questions in titles
Local SEO Tactics Like GMB Optimization
Local Optimization Checklist
- Complete Google My Business profile
- Generate reviews and local links
- Create location pages on site
Outreach for Backlink Building
Outreach Tactics
- Guest posting
- Link inserts in relevant blogs
- Sponsorships and partnerships
PPC Campaigns
PPC ads promote visibility for branded and non-branded keywords.
A/B Testing Ad Copies and Design
What to Test
- Ad headlines
- Call-to-action copy
- Button color
- Image style
Adjusting Bid Strategy Based on Conversions
Bidding Options
- Target cost-per-click (CPC)
- Target return on ad spend (ROAS)
- Maximize conversions
Remarketing to Re-Engage Visitors
Retargeting Options
- Site visitor lists
- Similar audience targeting
- Lookalike audience modeling
Expanding to New PPC Platforms
Emerging PPC Platforms
- YouTube video ads
- Quora ads
- Reddit ads
The Convert Stage
The convert stage moves visitors into leads and one-time purchases.
Discussing the Goal of Converting Visitors into Leads and Sales
The priority at the convert stage is persuading visitors to take desired actions like:
- Downloading content offers
- Signing up for trials
- Making purchases
Conversion rate optimization tactics facilitate this goal.
Optimizing Landing Pages
Well-designed landing pages align with campaign objectives:
Best Practices
- Prominent, benefit-driven headline
- Clear call-to-action buttons
- Credibility indicators (testimonials, logos, awards)
Crafting Compelling Lead Capture Forms and Offers
Types of Lead Magnets
- Discounts or coupons
- Free trial access
- Downloadable content like ebooks, templates
Building Email Nurturing Sequences
Benefits of Sequences
- Guides visitors through sales funnel
- Maintains consistent communication
- Delivers personalized value
Optimizing Landing Pages
Testing landing page elements identifies improvement opportunities.
A/B Testing Headlines, Copy and Design
What to Test
- Headline phrasing
- Call-to-action language
- Page layout
- Image selection
Reducing Friction in the Conversion Funnel
Removing Friction
- Simplify navigation
- Reduce form fields
- Improve page speed
Matching Value Propositions to Audience Intent
Tailoring Value Propositions
- Promote specific benefits
- Address intent-revealing keywords
- Feature matching credentials
Lead Capture Optimization
More leads enable more conversion opportunities.
Experimenting with Different Incentive Offers
Offer Ideas
- Percentage discounts
- Free shipping
- Extended trials
Using Multi-Step Forms to Gather More Details
Benefits
- Progressively builds trust
- Gathers more data points
- Distributes questions across pages
Setting Up Exit Intent Popups
Exit intent popups engage abandoning visitors:
Best Practices
- Catchy headline
- Contrasting color popup
- Brief form or offer
Email Nurturing Tactics
Email nurtures relationships post-conversion.
Segmenting Lists by Behavior and Demographics
Segmentation Examples
- Purchase recency
- Purchase frequency
- Job title or industry
Personalizing Messages Based on Interests
Personalization Tactics
- Individual names
- Behavior-based content recommendations
- Segment-tailored subject lines
Promoting Discounts or Exclusive Content
Special Offers
- First-time buyer coupons
- Loyalty rewards programs
- Early access to new features
Automating Campaign Drips
Benefits of Drips
- Delivers consistent touchpoints
- Reduces workload overhead
- Flexibly adapts based on engagement
The Engage Stage
The engage stage builds loyalty post-conversion.
Discussing the Goal of Building Relationships with Converted Users
The focus shifts to customer retention and repeat purchases. Engagement initiatives like:
- Community building
- Loyalty programs
- Surprise rewards
Launching Loyalty Programs to Increase LTV
Program Examples
- Point-based tiers
- Special status levels
- Exclusive offers and perks
Community Engagement Opportunities
Communities foster brand connections.
Forum and User Groups
Benefits
- Peer knowledge sharing
- Troubleshooting assistance
- User-generated content
Continual Content Production
Content Ideas
- Blog posts
- Social media updates
- Video tutorials
- Email newsletters
Loyalty Program Best Practices
Well-planned programs amplify engagement.
Early Access and Special Rewards for VIP Users
Reward Concepts
- First access to new products or features
- Bonus program points or credits
- Free merchandise
Gamifying Through Points or Tiers
Gamification Tactics
- Point-based reward levels
- Badges for achievements
- Leaderboards
Surprise Random Giveaways
Giveaway Ideas
- Gift cards
- Free samples
- Contest entries
Community Building Strategies
Relationships strengthen affinity.
Encouraging User-Generated Content
UGC to Promote
- Reviews
- Testimonials
- Usage stories
Responding to Questions and Comments
Best Practices
- Set expectations for response times
- Resolve issues transparently
- Express appreciation
Spotlighting Standout Community Members
Showcasing Users
- Newsletter or blog profiles
- Quotes in press releases
- Testimonial videos
In summary, the ACE framework delivers an organized, customer-centric approach to campaign development. As explored throughout this guide’s sections, each phase has specialized strategies with proven results.
The key is tailoring initiatives to your unique audience insights, platforms and objectives. With experimentation and refinement, ACE campaign Developer can powerfully expand awareness, leads and loyalty over time.
