List Building - To Target or Not to Target? That is the Question

Tellman Knudson

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Often, new marketers don't know they need to be list building right from the start. But think about it, what's the one thing that all successful marketing gurus have?

A huge, massive, incredibly gargantuan list.

When people figure that out, they try to build one of their own, but they don't always go about it in the right way. Sure, they get a domain, register with a hosting service, build a great squeeze page, and set up an autoresponder series, but where do they get traffic?

Co-registration is a very easy and fast way to do it, but you have to remember that some services don't offer targeting. That means that your ad will be set out indiscriminately with ads from other people. There might be offers for toothpaste, baby diapers, fitness newsletters, and Internet marketing stuff all on the same page. Sure, some people might be interested, but what if they're just getting anyone and everyone to sign up? If you have a newsletter about search engine optimization and a soccer Mom who only comes online to read email and surf around a bit signs up. . . well. . . what do you think the chances are of that lead sticking to your list?

Slim and none.

And even if they do, they won't be interesting in your newsletter or offer or whatever because it's highly technical and focused and that soccer mom may not even know what search engine optimization is.

You can find co-registration services that do target an audience, and there are other ways to be list building with a targeted crowd.

Pay-per-click is a very targeted market for list building. AdWords and Overture, for instance, place relevant ads on search engine results pages. For instance, let's say you have an ebook about writing articles. Where would you want your ad to show up? On pages where people were searching for “how to write articles" or something like “writing articles, " right? If someone is searching for those terms, you can bet that they want to write, but need a little guidance. That person is your perfect customer.

Blogging is another way for you to be list building around a targeted audience. The first thing you should do when you start a blog is to put the opt-in box at the top. That way, when people read your blog and enjoy it, they have the option to sign up for your list. How cool is that?

But again, with a blog, people read it because they're interested in what you're blogging about, right? So, say you blog about football. What if you offer a free report with the 10 funniest moments in football history, for instance? Do you think people who came to your blog to read about football might want that report? Sure. Then, you're list building with people interested in football. When you send them offers of the football equipment you're an affiliate for, they'll be your best audience.

When choosing ways to send traffic to your list building page, remember that not all leads and not all traffic is equal. List building should be pursued in places where you'll find the best leads, not just any leads at all. That way, when your autoresponder series goes out promoting products in your list, you'll have been spending your list building time and energy on the right audience.

Tellman Knudson is CEO of OvercomeEverything, Inc. Learn how to build a powerful and responsive list quickly through his premiere list-building course,


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