The
Gold is in the Opt-in List
Reach your target market while keeping costs down
by Kathleen Gage
When I consult with small and home based business owners, more
times than not one of the greatest concerns they have is how to
increase reach to a targeted market while keeping costs down.
Hands down, effectively using the power of the Internet is the
cornerstone to achieving this outcome. More times than not, companies
are not using their Internet presence as effectively as they can.
I
often see a company that has a website that looks great from
a design perspective,
yet from a marketing and sales perspective the site is not working.
Many people are under the mistaken belief that if a potential
customer or client visits their site they will be so impressed
they will automatically return time and again. Fact is, this
is
not what happens in the real world of the Internet. Chances
are within minutes most visitors have forgotten sites they looked
at unless there was something that encouraged them to remember.
People remember
based on the value you create and a problem being solved. They
also remember by you keeping your name and company fresh in their
mind.
One way to do this
is to offer visitors the opportunity to opt in to your mailing
list. If people have taken the time to visit your site, you need
to encourage them to leave their contact information. You do this
by offering them something that is incredibly valuable that they
sign up for.
It's incredible
how many companies, large and small, miss the opportunity to encourage
visitors to sign up for something. It is in the signing up you
will build a mailing list that is worth more than its weight in
gold.
Most people are
so overloaded with information that if you don't immediately solve
a problem for them they are not going to be interested in signing
up for anything. Additionally, once they sign up if your information
does not continue to solve their problem they will want off your
list.
In
today's world of Internet marketing, your job is to look for ways
to continually offer value while increasing your distribution
list.
Specific
Strategies to Increase Your Distribution List
If you are in the retail industry, every time someone comes to
your store, simply ask them if you can add them to your distribution
list to keep them updated on specials, events, and unique offers.
In most cases if they are attracted to your store, they will gladly
give you their information. Make sure to get their email address.
If you have a current
mailing list of clients, conduct a survey and offer an incentive
for people to respond. Direct them to your site where they fill
out a survey and perhaps receive a free report or eBook.
If you do any type
of presentations as a part of your job, collect contact information
from the attendees. Send a follow-up message within 48 hours inviting
them to sign up for your Ezine.
Use your email signature
file to encourage people to sign up for an incentive on your website.
Put the web link right in your signature.
Put a sign-up box
on every page of your site. Many websites have a sign-up on the
main page but have not put one up on other pages of their site.
Fact is, a web search for a specific product or service can take
people anywhere on your site, not just the main page. Make it
easy for them to sign-up for something from every page.
Write and distribute
articles online with a strong byline at the end of the article.
A byline is simply an information piece that is usually a few
sentences in length. In the byline direct readers back to your
website for something of value.
Offer a free report
from your site. Make sure it is compelling enough for people to
want to sign up.
Offer free eBooks
to encourage people to leave their contact information in order
to download the file.
Opt-in lists are
one of the most powerful marketing tools you have in your online
and offline marketing. Complemented by a good Ezine, website,
consistent focus on driving traffic to your site and gaining visibility,
the potential for growing your business is unlimited.
© Kathleen
Gage
Kathleen Gage is
a keynote speaker, author and business advisor specializing in
marketing and promotions. Access Gage's FREE
eBook Street Smarts Marketing on the Internet.