There are 3 different types of campaigns you should be thinking about when planning any online campaign.
1. Cold Campaigns
Campaigns targeted at people who have no idea who you or what your business or brand does. Additionally, they are probably unaware that your products/ services can benefit them.
In this situation you should not be trying to sell these people anything because you don’t yet have any relationship with them. You’re better off making them aware with a piece of content that’s helpful or interesting or informative. It could be an informative blog post, infographic or a PDF resource.
2. Warm Campaigns
Campaigns targeted at people who might not necessarily know much about you but they know they have a problem. They might have visited your site a while back or have heard of you through other means. However, these people may still be unsure of exactly what you do and how you can help them.
For this type of campaign you want to show off your expertise and demonstrate that you are the best solution to fix their problem. Eg – Case Studies or FAQs. However, because they still don’t know too much about you it’s wise not to be too ‘salesy’.
3. Hot Campaigns
Campaigns targeted at people who already know you well and trust you. They may be a past customer or someone who has signed up to your email database.
Presuming these people already like you or your brand, there is less of a need to demonstrate your expertise to these people. Therefore these types of campaigns can be very direct. Eg – sending an email that has links to the new products on sale or setting up a
Don’t waste $ targeting the wrong people
The most common mistake is wasting time and money creating campaigns that attempt to drive cold traffic to your sales page. You’re likely to have poor click through rates, high bounce rates and waste lots of your ad/ marketing budget.