Dan Barker

Here’s a simple technique you can use to join up PPC & email and get great results. We’ll take a B2C example to illustrate, but this will work equally well (if not better) in most B2B scenarios.

1. Target searchers early in the ‘research’ phase
2. Create something to help these people with their research
3. Turn the visitor into a subscriber
4. Turn the subscriber into a customer

The tactic has unlimited applications and can work far better in the B2B space, using how-to guides, whitepapers and reports in exchange for permission to speak to your web visitors through email.

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This entry was posted on Monday, June 7th, 2010 at 5:07 pm and is filed under Customer Communications. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.