Posting a photo on Instagram, sending a newsletter, optimizing a blog post… all of this is part of digital marketing. The problem: these actions are often scattered. This guide shows you step by step how to choose ONE coherent campaign that truly serves your goal, even if you're just getting started.
Before you start: 3 terms to know
- Lead: a contact interested in your offer.
- Campaign: a set of coordinated actions designed to move a lead forward.
- KPI (key performance indicator): the number that proves the campaign is working (e.g., number of leads).
1. Set your main goal
Remember the acronym AAAMOE:
- Awareness: getting your name out there.
- Acquisition: attracting new leads/customers.
- Activation: re-engaging your dormant contacts.
- Monetization: selling more to people who already know you.
- Onboarding: properly welcoming a new customer.
- Engagement: turning your customers into ambassadors.
Pick one for your next campaign.
2. What is a campaign?
Think of it as a mini project with four elements:
- A clear goal (e.g., 30 leads in 30 days).
- A message (content, email, ad).
- An easy path (landing page, form).
- A KPI to know whether it's working.
3. The 3 types of campaigns to know
| Campaign | Purpose | Key action example | Related page |
|---|---|---|---|
| Acquisition | Generate leads or customers | Free PDF guide in exchange for an email | Website + SEO package |
| Monetization | Increase average order value | “Upgrade to the Pro plan” email | Optimization & security |
| Engagement | Generate word of mouth | Ask for a 5★ review | Local SEO |
4. The customer journey in a nutshell
Think of it as a ladder:
- Aware: they discover you.
- Engage: they read/watch a piece of content.
- Subscribe: they give you their email.
- Convert: they buy (even a small product).
- Ascend: they take the premium offer.
- Promote: they recommend you to others.
A campaign only aims to move people up one rung, not the whole ladder at once.
5. Very concrete examples
5.1 Acquisition: “Express business website”
Steps:
- Facebook ad targeting “craftspeople in Île-de-France.”
- Landing page with a UX checklist → email capture.
- 3-email sequence → offer of a call.
5.2 Monetization: “Speed & security boost”
- Segmented email to your past customers.
- Speed optimization page with a limited-time 20% discount.
- Optional maintenance contract at €99/month.
5.3 Engagement: Ambassador program
- Quick survey (free Typeform tool).
- If the score is ≥ 9: email asking for a Google review.
- Reward: free local audit + badge on your GBP profile.
6. A simple 90-day plan
Month 1: 100% Acquisition
Month 2: 70% Monetization / 30% Acquisition
Month 3: 50% Engagement / 50% Monetization
At the end of each month: check your KPI, adjust, relaunch.
7. Your 3 key metrics
- CPL (cost per lead) for Acquisition ➜ aim for < €8.
- Revenue per email for Monetization ➜ aim for > €0.5.
- NPS for Engagement ➜ aim for > 50.
8. Quick glossary
KPI
Key Performance Indicator. The main number used to track a campaign's success (e.g., number of leads, conversion rate, revenue).
CPL
Cost per lead (budget ÷ leads generated).
NPS
Net Promoter Score, from -100 to 100.
UTM
Parameters added to a URL to track where traffic comes from.
Lead magnet
A free resource offered in exchange for an email.
9. Mini workshop (10 min)
- Write down your goal (e.g., 50 leads).
- Choose Acquisition / Monetization / Engagement.
- Note your KPI.
- List 3 actions to take this week.
10. Useful resources
In short: one goal ➜ one campaign ➜ one KPI. Get started, measure, improve.