Chapter 1- Introduction
The Role Of Building Lists In Internet Marketing
One of the most important things in an Internet Marketing business is a list of
contacts. Just as in any other business, online businesses also need to build
relationships with their customers. Subscribers are the contacts on your lists
that are the most valuable asset of your online business. Therefore, list
building leads to building relationships, which in turn encourages prospects to
visit your website, sign up and get closer to buying your offer. But people are
not just going to flock to a website and leave their contact information! To
attract them, they must perceive some value. The first thing they are going
to think about is how they will benefit from giving you their contact details.
That’s why every business that does online marketing must build its own lists,
targeted at specific prospects. It is time consuming. You have to work really
hard. But in the end, you will directly enjoy the fruits of your efforts.
Lists – The Online Marketer’s Treasure
Everyone talks about his or her ‘optin’ lists. It’s their treasure. They are
always looking for new and innovative ways to build their lists to keep visitors
coming to their sites continuously. They offer various things to the
prospective customer like free reports, ebooks, software, memberships,
services etc. just to get their email address and other identifiable
information. It is essential to keep following up with people who might be
interested in what you are offering. Only when you have a growing list can
you facilitate your users to visit your site. It grabs their attention and takes
them to those areas of the site that are of particular value to them.
Why Have A Growing List?
Is it not sufficient to have a few hundred contacts? In online marketing, not
every visitor buys from the site he or she is visiting. Sure you may have built a
huge database of contacts, but unless each one is a qualified contact, there is
no guarantee that they will take any purchase-related action when they visit.
Even in the offline world, you usually cannot get a buying decision out of your
prospect right away – it takes not less than 5 visits unless they are
desperately in need. Again, if you deal with more than one product, different
visitors may be interested in different products. That is why you have to get
your visitor’s email id and name as they browse through your site. This will
let you plan a frequency at which you can remind them and keep them
updated about current offers to keep the sales coming in. You must use
ethical methods to build your lists. The worst thing in Internet marketing is
acquiring a bad reputation, because that will ensure that you can never do
What You Need To Build Lists
The people on your list are your target customers. You must convert them
into a base that looks forward to what you want to tell them.
You yourself must be easily reachable. When you do this, people slowly begin
to have faith in you. When you communicate with your contacts, you must
sound approachable and friendly rather than seriously formal.
Let us talk about the basic things you need before you actually experiment
with different methods of building lists and stick to the ones that work most
profitably for your particular line of activity.
The first thing you must set up is your website, so that your contacts have a
place to come to and find you. They also need a place where they can
securely leave their email and name. You must ensure that they do not have
any difficulty in the process. Not only that, you want to give them something
of value to remember. Your website is practically your main point of contact
with your users. So make sure you build a site that is good to look at. That
does not mean graphics rich and jazzy, but something that is designed to be
professional and effective. It must attract your users enough for them to
want to browse around and check out what you have for them. Use pleasant
colors and relevant images, a good layout and useful information.
Your site must provide crisp content. Write it in such a way that it draws
their attention – like a magnetic headline, bulleted points, etc. On top of
everything else, it should endorse your own image.
Do it in a way that is unique and memorable for your visitor. They are only
going to be there for seconds before they move on to browse elsewhere. It
must have something special for your prospect to remember and come back.
The number of sites on the Internet is growing rapidly and it is up to you to
make yours look special.
A point to bear in mind here is that even after you’ve drawn the visitor to
your site, there is no fixed rule that says they must purchase from you the
first time they go by your site. Which means we must make sure there is some
way by which they can leave their contact information behind before they go?
You do need to remind them and follow up, don’t you? You can do this by
asking them to sign up in exchange for something valuable to them – like a
free download or newsletter. In this manner, your list continues to build. You
must find a way to follow up with these contacts to that they become your
The next thing is your autoresponder. (We will talk about this more in detail
in a subsequent section). Subscribe to one that suits your needs best. These
are a wonderful way to automate your follow up, when you have to keep in
touch with your customers regularly. You might find it easy to keep in touch
with, say 200 or 300 people, but when the list runs to thousands, just imagine
the amount of time you’ll spend, time that you can devote to more creative
activities. Instead, a good Auto responder can help you tremendously in
keeping up with your reminding and emailing.
Ways To Bring Traffic To Your Site
Coming to the main purpose of this ebook – unless you bring traffic to your
site, how will you build lists? Right. But bear in mind that your traffic must be
relevant to your requirement. In Internet marketing, the pay per click
advertising campaign method is effective. What you really need to take care
about is the keywords you use; they must especially relate to your unique
product. Also, writing articles about topics related to your business and
posting them on online directories can bring in traffic. You can tie up with an
allied business so that together you can offer a range of services and mutually
benefit while building those lists.
It follows from the above that you must be attentive to what you write in
your emails. You users will look for information that is useful and relevant to
them. If you don’t send them messages that are meaningful, they will cease
to read them. On top of that, they will unsubscribe. So make sure you
provide value, because it will be a worthwhile investment. And, though it
seems obvious, each contact must be able to sign up with you easily. Which
means, every official communication that goes out of your office, whether
online or snail mail, must contain your web URL, and encourage them to get
on your list.
You must remember that it is not just for size that you are growing your list.
Why you are doing it is so you can convert it into business. You can start with
a strong small list and build it as you go along.
If you haven’t already decided what you are going to offer and to whom you
are going to sell it – your product and your target market- do it now. Pick
something you are interested in and get familiar with it. Some people even
select products sold by others, and when they become confident, choose
something similar and market it.
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