You’ve started a new business or you have an existing one that you
would like to be selling products to regularly. Either way, let’s
suppose you have no customer list, no group of interested people who
have asked you to stay in touch. According to most marketing experts,
you’ll be struggling to sell much of anything until you build a list and
begin contacting that list regularly with information and offers.
Where to start? Make sure your web site has a prominent signup box on
every page. Then use at least six or seven of these 16 methods to build
that crucial list.
1. Bait Piece. Create a free item that will tempt
your ideal client to click to your site and request it. Whether that’s
an audio, a written report, a video or something else, within the item
make sure there’s a brief description of what you do and what you sell.
People need to provide their email address and join your list to receive
the giveaway item.
2. Online Article Distribution. Write useful,
informative articles that are 400-600 words long and that have titles
using keywords that the kind of people you want to sell to are looking
for. End the article with a biographical paragraph that describes who
you are and offers your free item. Post these articles at article
distribution sites, many of which cost nothing to use.
3. Squeeze Page and Pay-Per-Click. Post a web page
describing your giveaway item and inviting people to opt into receive
it. What makes this a “squeeze page” is that it contains no general
information about your business and no links to other pages for your
business. Then send traffic there using pay-per-click ads.
4. Press Releases. Write press releases about the
launch of your business, the availability of your giveaway item, useful
tips and tie-ins with trends or breaking news. Distribute these through
press release distribution services and email them to your local media
as well as specialty magazines related to your industry. Getting
coverage in newspapers, magazines and online news sites brings traffic
to your site and should increase the size of your list.
5. Guest Blog Posts. Contact bloggers in your
subject area, offering to write a blog post on a controversy or a set of
useful guidelines. You’ll get a valuable link back to your site with
each post along with coming to the attention of the bloggers’
established audiences.
6. Online Videos. Create one or more funny,
opinionated or practical short videos, up to three minutes long, and
post them at YouTube and elsewhere. At the end of the video, show your
URL on screen. Be sure to tell friends and colleagues about the video,
too, to get word-of-mouth publicity going.
7. Survey. Ask members of your target market for
their opinions or experiences, using an online poll or a paper-and-pen
survey sheet where you have a large group in one room. Tabulate and
publicize the results with a press release and by contacting bloggers
about the survey results. This positions you as someone who is
contributing to your industry, in addition to generating curiosity that
will get prospects checking you out online.
8. Free Teleclass. Announce a free teleclass on a
popular topic using the other methods in this list. Let everyone know
that when they sign up for the teleclass, they’ll also be added to your
list (but can unsubscribe at any time). This is especially good for
someone trying to grow a reputation as an expert. A teleclass also
enables people to get to know and trust you in a way other methods
don’t.
9. Online Forums and Discussion Groups. Find
gathering places where people interested in your topic area communicate
on message boards or email lists. Join these groups and participate in
discussions when you have something relevant to add. This is free, but
requires a time commitment and good communication skills.
10. Postcards. If you know exactly who your best
prospects are and can obtain a low-cost list of them, postcards may be a
great way to contact them. Invite them to visit your site and request
your free bait piece.
11. Ezine Ads. If companies or individuals have an
email newsletter or marketing list that reaches those you hope to sell
to, buy ads there. Repeated ads work better than single-shot ones.
12. Your Own Blog. Start this only if you’re
disciplined, enjoy writing and have a lot to say. Pay attention to the
keywords in your blog post headlines, which gets you traffic through
online search engines.
13. Content-Rich Web Site. Post resources, original
articles, tools and other items people in your target market will search
for, link to and recommend. This traffic-building method works slowly
and gradually over time.
14. Radio Ads. It may sound crazy to advertise on
the radio for Internet visitors, but I have one client who did this
successfully. He ran repeated ads during commuting hours that invited
listeners to download his free report, which had a very controversial
title. He had carefully researched the audience of the radio station he
chose and reached a group that was otherwise difficult to pinpoint.
15. Public Speaking. When you’re on the podium
giving a talk to a local or industry group, you have great credibility.
People who have seen or met you in person are more likely to remain on
your list long-term. You can insert a list signup invitation on a
handout for your talk, pass around a signup sheet or collect business
cards from those who want to be on your list.
16. Networking. Use your business card as a signup
tool when you hand it out at trade shows or conferences. This works best
when you don’t simply list your web site on the card but specifically
say something like, “Go to www.someplace <http://www.someplace>. com to receive a free whatever.”
Which of the methods above best fit your personal preferences and are
easiest to implement? Get started today on the all-important task of
building your list.
