Praxis Communications, Inc.

REGISTERING VISITORS FOR PERMISSION MARKETING
Challenge:
One of the most important functions a web site can serve is that of a lead generation tool. A web site can do that in several ways, including simply placing a phone number in the text. As time passes however, more sophisticated methods have evolved to extract quality leads from your web site. Creating content that has specific value to the audience and developing a system of quid pro quo permission marketing are both ways to generate targeted leads.

Solution:
The first step is to create content that has genuine value to your primary audiences such as technical papers or product specification sheets. These can then be converted into downloadable PDFs that can be accessed through a registration/log-in page. It's on this page that users must provide their name and e-mail address to obtain the content. It's wise to include a clause requesting permission to send future marketing materials to the user.

Once you've obtained permission from your prospects, your marketing will take on three exciting characteristics. It will be anticipated, meaning people will actually look forward to hearing from you. It will be personal, meaning the messages are directly related to the prospect. And it will be relevant, meaning you know for sure that the marketing is about something in which the prospect is interested.

Getting it done:

  1. Create a place on your web site where viewers can go to see valuable premium content
  2. Create a place where they can register to receive content now or in the future
  3. Develop a registration form that must be completed in order to get that content
  4. Create a privacy statement and an opt in / opt out component on anything you send to a permission marketing member
  5. Create a way to account for and benchmark your success in closing business with these methods
  6. Change content routinely, but create an archive section for older content
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