Thursday, September 6, 2007
Just about every successful Internet Marketer will tell you that, "The money is in the list". But, how do you go about building a good-sized email list? Here are several wise ways that you can use to start building your own large list of email addresses.
Wise Way #1 - OFFER A FREEBIE
You have to give in order to get. If you want people tooffer up their email address, you`re going to have to offer up an incentive. Nothing works better than something that`s complimentary (you spell that f-r-e-e). You can give away no-cost reports, books, software, or even sample pages of a book.
Wise Way #2 - USE POP-UPS
Pop-ups are one of the most common methods you can use to capture email addresses and build your email list quickly and with ease. Simply construct a web page containing code for a form and set the page to open (pop up) when visitors enter or exit your site.
Make sure the pop-up offer is something that`s valuable enough to motivate visitors to take time to give you their contact information. Your offer can be a complimentary report, download, or ebook that arrives instantly through your autoresponder to their email inbox when they give you their email.
Be cautious when using pop-ups. Most computer users consider them to be annoying. Multiple pop-ups on a site can really turn off a potential customer, so limit yourself to one pop-up per site.
Wise Way #3 - USE POSTCARDS
If you have a mailing list that contains snail mail (street) addresses, convert it into an email list by sending out a postcard and inviting people to visit your website to receive a gift of some kind -- a report, a discount coupon, etc. Visitors don`t have to pay in order to receive their gifts, they simply need to enter an email address.
A Word to the Wise from the U.S. Post Office: Postage is much less expensive for a postcard than a standard-size letter. (Not only are they economical, postcards are more likely to get your message across since the consumer doesn`t have to open an envelope.)
Wise Way #4 - SUBSCRIBER BOX ON EVERY PAGE
This is a clever trick that so many people overlook. Put a response form on every page of your website offering a newsletter or other freebie. This will increase the number of email addresses you capture exponentially.
Why? When search engines index the pages of your website, a visitor may come directly to a page other than your home page. If you only have a subscriber box on your home page, you`re missing the boat, not to mention the thousands of visitors who bypass your homepage.
Wise Way #5 - CONTESTS
Contests very often prove to be a good way to generate traffic and buzz for your business. Create a contest and put a form on your site or in a pop-up box. The entry "fee" is their email address.
You need to be aware that not all the people who sign up for your contest are good prospects. Many are just contest "junkies" -- people who are only looking for freebies and have no intention of buying a product or service.
Warning to the Wise: If your prizes are cash or
large-ticket items, you should be sure to check with local agencies to make sure you`re not violating any contest laws.
Wise Way #6 - DISPLAY YOUR AUTORESPONDER ADDRESS
Most people give their website link when they place soloads, ezine ads, or other marketing messages. To be one step ahead of the game in collecting email addresses, list your autoresponder address instead of your URL. This way you can capture email address and funnel them into your follow-up sales letters.
Wise Way #7 - JUST ASK
If you`re chatting with a prospect on the phone or a potential customer stops by your place of business, don`t be shy: ask for an email address or business card (which usually includes their email address).
Okay, you know what you want...you know what you need. It`s time for you to set your traps and capture those email addresses.
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Ronald Gibson is a Web Designer and Web Marketer. He is the Webmaster of AffiliateUtopia.com, which offers information about some of the best money making opportunities on the Web. For more information, visit Work At Home Ideas
Ten Nuggets for Successful Marketing
One of the keys to successful marketing is to use a variety of marketing strategies. It's not enough to have a web site OR network regularly OR send out monthly press releases. You must combine a variety of marketing techniques to reach a broad audience. Here are 10 possibilities….see what works for you.
1. Network, network, network - networking is the number one marketing strategy for successful entrepreneurs. Talk about your business to anyone who will stand still for a minute. Get "out there" in real space and cyber space everyday and meet people.
2. Develop a half hour presentation - a more formal way to network is speaking to groups of people (you'll get to talk to more than one person at a time this way). Develop an interesting presentation on a topic that you know best.. Talk to groups that are made up of your target audience i.e Women In Careers, Rotary International, Chamber of Commerce.
3. Teach - whether you prefer a virtual or actual classroom, teach what you know and position yourself as an expert. Develop excellent materials, a great outline, then begin to teach 1 hour, 1/2 day, full day, or multiple day workshops.
4. Publish a newsletter - email or printed newsletters are an excellent marketing vehicle. They are considered a news source, they have pass-through (forwarding) value, they give consistency to your marketing program, they soft-sell your services, they are an excellent attraction source that give something extra, they allow people to get to know you and establish you as the expert.
5. Write a column - contact your local daily, weekly or monthly newspaper editor and talk to him/her about writing a regular column. Send a sample column and assure them that you will produce (that is usually their main concern). Also consider writing a column for a web site or ezine.
6. Take your column on the road - now that you have the credibility of a column, contact newspaper editors around the country and establish columns in their papers as well. Don't reinvent the wheel, just send the same.
7. Send out regular press releases – whether the news is about you and/or your company and employees, press releases can generate free exposure in local newspapers, newsletters and other publications. Think of an interesting hook so the story will be "publishable". Don't try to write an entire story…just send enough information to provide interest and facts…the reporter will take it from there.
8. Develop an email data base – the greatest value of a web site is often the email database that it generates. Once you have a data base, you can send valuable information and announcements on a regular basis without incurring postage/printing costs. Obtain the email of everyone you meet!
9. Have a great identity package – don't spare the expense when it comes to designing and printing your business cards, letterhead/envelopes and other basic identity pieces. They are your first, and often, lasting impression.
10. Integrate the principles of attraction into your life - attract others to you because of who you are. Create a life where you have enough time, money, joy, love that you can afford to give it away. As you become less needy, others will be attracted to you and the circle begins…you're even more fulfilled.
Coaching tip
Write a mini-marketing plan for the next quarter incorporating a variety of marketing ideas.
Track your results and see what works best for you
Finding Your Niche: What do you want
Finding your Niche Market: What do you want to be known for?
In my experience, there are two kinds of small business owners:
one that knows whom their market niche is and utilize it, and
another who tends to waiver or not want to "set in stone" their
target market. With the latter group, I always probe for more
information: Why don't you want to choose a specific target for
your product/service? Time and time again, the response is the
same "I don't want to limit my profits by only catering to a
few."
In all reality, you're not limiting any profits at all! When
playing horseshoes, you have one horseshoe with one stake. Try
playing horseshoes with 5 stakes and one LARGE horseshoe – how
successful do you think you'll be then? My guess is not very. The
same is true with marketing: the more stakes you're trying to
'ring' the more difficult it is to accomplish that goal. By
clarifying which stake you're going after, your success rate is
going to be that much higher; and because you're targeting a
specific group of people you can speak to them using their own
words and make yourself an expert in their field!
Expertise = more business!
I know that personally, I would much rather do business with
someone who caters directly to my needs. There are a million
widgets out there; why would I buy a large red widget when I need
a small green one? If I'm aware of the small green ones, I would
definitely buy one! The same goes for your product/service. The
more you know about your market, the more people of that market
are going to want to buy from you!
Determining your Niche
Where do I find my target market?
Take a good look at your services. What are your three favorite
things in the array of services you sell, the ones that you enjoy
most? List them on paper, define them clearly, and there you
will find your starting point.
Who can use these services?
You need to figure out who can use ALL of these services. Not
just one, but all three of the services you chose. No easy route
here: answering small business owners just doesn't count (The
Small Business Administration (www.sba.gov) estimated there were
23.7 million small businesses in 2003). There may very well be
more than one group of people who can use your services; but you
must approach these groups one at a time for the most success out
of your marketing dollar. Once you find that specific group,
narrow it down even further. For example, for many years I worked
exclusively with bankruptcy attorneys, and was considered an
expert (see that word again) in assisting with bankruptcies. My
services were actively sought out (once the word was out about
who I am and what I did) without me having to market extensively.
Why? Because I was 'the one to go to' regarding bankruptcy
assistance. I even trained quite a few personnel in businesses I
just didn't have time to assist. These people needed my services,
and they needed my unique characteristics.
Who exactly are you speaking to?
You must do some research (yes, the dreaded 'r' word) to figure
out the demographics/psychographics of your ideal client. Who
are they? Where do they live? How much money do they make
annually? Where do they shop? What do they do in their spare
time? Where do they congregate? The list goes on and on. You need
to know as much about the specific types of people to whom you're
marketing. An easy and cost-effective method on the internet is
finding discussion groups directed at those people, and listening
very carefully. Knowing the exact demographics just isn't enough
– you must get into their heads and find out what makes them
tick. When you know what makes them tick, you know how to speak
to them; therefore, making it a lot easier to position yourself
as an expert.
Market research doesn't have to be costly or difficult; use your
imagination to find where your ideal client congregates and the
websites/books they visit/read, and you'll get a good starting
point. Seek out people individually, and probe their needs. They
will tell you what you want to hear regarding this, and more
often then not, they will also direct you to places to find more
information. Get an insider in the industry, and use them to
their fullest potential.
What makes you different?
Now is the time to take a look at your competition for this
niche. What services are you offering that differ from the
services of your competition? What characteristics are they
looking for in you? Do you need to be professional, but upbeat
and personal? Do they need someone who specializes in their
business with a focus in marketing or project management? This is
the time to make yourself shine! You need to stand out from the
competition, and add your own personal flare. You need to know
what makes you different and highlight it every chance you get!
This not only helps define your market, but this is another way
your customer will actively seek you when they are in need.
Marking your Territory
Once you've figured out this vital information about your ideal
client, you can begin actively marketing and advertising your
services. You will know to whom you are speaking, so make sure
that you are always speaking to them! This is the time for you to
announce to your market who you are and what you do! Add it in
any signature line you can make, in any direct or email marketing
pieces, brochures, articles, letters, everywhere you can! Make
sure your networking groups know who you are targeting: they will
be another tool to use to your advantage. Be the expert you are:
show it to all. Niche marketing is not only a powerful tool, but
a very BIG rule in my book. Combined with your branding
techniques, this will give your marketing the most bang for your
buck. And don't worry: You can always choose a new niche!
ABOUT THE AUTHOR
Erin Banister is the president of TrinityJacobs – Your Personal
Virtual Assistant. Erin's expertise includes marketing and
desktop publishing, amongst other administrative specialties. For
more information, visit www.TrinityJacobs.com.
