Traditional Marketing – advertising, telemarketing, email campaigns, pop-up ads and mailers – is interruption marketing.  The marketer is seeking attention to his message by interrupting the attention of the prospect. The consumer did not ask you to send the mailer or call her in the middle of her busy schedule.

Permission marketing is about engaging the consumer in your marketing campaign by seeking permission to send your communication or get her attention.  You can get permission by offering some form of reward – maybe a free SEO report, or valuable information related to her profession or even a free lunch or discount coupon.

But the first step in Permission marketing is an interruption of some kind. You need to get the attention of the consumer by some form of advertising. There after you seek permission to send the next communication, until she chooses to opt out.

Here is where Pay Per Click Advertising is a perfect fit.  PPC is a form of internet advertising where the consumer is taken to your website only when she clicks on the ad. To get her attention and interest in clicking, you can offer a reward such as free SEO evaluation report of her website or free sample of your product in the text of PPC Ad. Once she reaches your website, you can coax her to give her email address and agree to receive communication from you, in exchange for the free offer. Once you have engaged her interest, you can offer to call her to explain how your product works or in case of of an SEO Agency, how your SEO services will bring her site to first page of search results and thereby multiply organic search traffic.

Sending email costs nothing and with email campaign management software, you can deliver personalized email to thousands in your prospect database. You can flag each prospect as she goes through your sales funnel at various stages of your campaign from suspect stage to a customer.

Sending email to prospects who have signed up for your marketing program is many times more effective than sending spam mail to people who do not know your company.

At each stage of campaign, the prospect can be coaxed to re-visit your website, maybe to download a e-coupon from her online account which she created on her first visit. When she visits the website, she may look at your other products. In alignment with your campaign, your website should be interactive. If it can be personalized by each user, with features or products based on user’s interest, user will be motivated to re-visit your website.

Website traffic is one of the parameters considered by search engine algorithms in ranking sites in search results. This way, your PPC campaign feeds into your SEO campaign.

The cost of running such a campaign over long term on TV or print advertisement is prohibitive considering the clutter and low attention span of consumers. But when they receive an email from a company they know, their interest in aroused.

The cost of a permission campaign per consumer outlined above would be cost of pay per click on the PPC Ad plus cost of freebees. The customer acquisition cost would be much less than traditional junk mailer campaign or TV ad campaign, since the cost of reaching the prospect at subsequent stages through an email campaign is zero.

The world wide web has flattened the world, not only with respect to geography but also with respect to size. On the web, size does not matter. No matter how small the size of your business, you can be as effective as your biggest competitor.

Anand Rao is the founder of Ananya SEO Services ), a Search Engine Optimization Agency offering both website development, SEO and PPC management. He is an MBA from Indian Institute of management, Ahmedabad, and has 20 years of marketing experience in IT services companies. His area of expertise is internet marketing, software projects outsourcing.

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