Ads and campaigns are not one in the same, which one should you be focusing on?
There are two marketing terms that I often hear used interchangeably, that in reality, they mean very different things. And that confusion leads to getting poor results because you’re not clear on the real objective.
I’m talking about an ‘ad’ versus a ‘campaign’. They might seem like they mean the same thing but actually aren’t.
An ad is a single marketing piece, a onetime thing. You run a single ad in the newspaper. And oftentimes when I begin to hear the age old ‘marketing doesn’t work’ is after someone has ran 5 separate ads somewhere with no plan, direction, or follow through that yielded no results.
So let’s talk about what a campaign is and how it’s different from an ad.
A campaign is a sequence, or a series of steps. Where you guide someone along a process of being a prospect to becoming a solid client or patient. One of the first steps of a campaign is the ad. An ad’s job is to simply get someone to the next step, not take them along the entire A to Z process of becoming a life long customer.
Marketing isn’t a one and done deal. Just like you can’t walk into a bar and ask a stranger to marry you. Marketing, like dating, is about building a relationship over many steps. You can’t walk up to a random person on the street and expect them to become a dedicated lifelong patient with no steps in between. So if you can’t do that, it is unrealistic to expect a one-time ad to do that.
Which is why I you should really be focusing on your time on campaigns, not ads.
When you’re looking for a Hail Mary in your business, an ad isn’t going to save your butt. You need to work on marketing as an ongoing campaign where you are consistently building a relationship with your customers. In the video I’ll give you the main steps each campaign needs to be successful to create continuous growth in your business.
In this video, you’ll learn about:
- The difference between ad and campaign
- Which one you should really be focusing on
- How to build relationships to create life long customers
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