Pay Per Click marketing is known for its effectiveness in generating quick sales. And, this is a good thing. Quick sales, however, should not be the foundational goal of any online marketer. The ultimate goal is to create long-term relationships with customers. For, over time, these are the customers who will bring you the most profit.
So, how do you use Pay Per Click (PPC) marketing to cultivate lifelong customers?
Quite simply, you take the time to educate them. Sometimes, this means foregoing the quick sale and employing more multi-step marketing strategies.
The Best Way is to Educate PPC Prospects and Get Them to Buy More from You
In order to accomplish this, you must become a go-to source. You must be thought of as an authority. On your landing page, for example, you might ask prospects to sign up for an informational brochure that addresses a certain problem they have – in detail.
For example, if your client sold organic baby food, a free e-report entitled “How to Sell Organic Baby Foods to New Moms” would be a good informational brochure to distribute. In it you would address the problems inherent in selling to new moms and how to overcome them.
Of course, the solutions you offer would be ones that your company provides. Then, when it’s time for prospects to purchase the type of product/service you offer, your firm will be top of mind – all because you’ve used a pay per click strategy that “educates” instead of “sells.”
Learn more pay per click marketing strategies like this by attending the next PPC Summit.
Excellent article – so much of PPC is focused on instant conversion with over-hyped landing pages employing every persuasion tactic known to man. For many people these are an instant turn-off. Just like dating, you need to take your time and earn some trust.