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Driving Prospects and Customers: Feeding the Funnel

Before your company can fully engage in customer share marketing, you need to develop your own permission-granted email list. The first step in building that list is to take an inventory of all of your mass-marketing initiatives and determine which ones can directly or indirectly help you acquire permission from the thousands of prospects and customers that move in and out of your marketplace each and every day.

Next, make sure that your Web site is the beneficiary of the enormous marketing power that you generate each year through the sum of all of your mass-marketing efforts. Picture a huge funnel feeding prospects and customers that have seen your online advertising and acquisition email efforts, but also continually see your URL on television commercials, in magazines and newspapers, on buses, shopping bags, boxes, billboards, in press releases—in short, anywhere and every where, especially wherever your mass-marketing efforts appear.

Feeding your funnel helps to rapidly build your list. Once you have built your own list, then you'll be ready to work the list by serving up requested, relevant, and respectful messages to people who have identified themselves as potential customers for life.

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