Why List Building Is Critical To Your Bottom Line!


List building is a valuable strategy for every business owner and your content is at the heart of any list building stream. Businesses need customers in order to be profitable. Prospects must become customers. Customers must become repeat customers. Making and keeping loyal customers requires communication. Businesses must communicate with their target market in order to keep them abreast of important information, such as:

  • Available products and services
  • New product promotions
  • Sales and discounts
  • Preferred customer benefits

Studies show that in most countries around the globe, 8 or 9 out of 10 people use email. With these statistics in mind, email is the quickest, most convenient, and economical means for communicating with prospects and customers. In order to do so, however, a list is required.

What exactly is the infamous “list” that has become so popular in the business world? It is a contact list, a list of prospects and customers. In the past, the list consisted of names, mailing addresses, and telephone numbers. Today, the email address is more desirable than mailing addresses and telephone numbers in most cases. In this article, “the list” is a list of email addresses.

How can online businesses obtain an email list? One way is by purchasing it from a lead or list generation company. These companies provide various types of email lists, including general lists and lists by topic/product of interest. These lists, however, are not created equal. Some are maintained better than others, thus providing quality email addresses. Others are not maintained at all. Poorly maintained email lists are often bad investments because they contain several email addresses that are no longer valid. One of the best ways for a business to obtain an email list is by creating it through building relationships with their audience with value-based content. And now is the best time to start building your list with value-based content.

An online business works via its website, even if it has a brick and mortar counterpart. The company website is used for advertisement, communication, and sales. It should also work for lead generation purposes by providing several opportunities for website visitors to “opt-in”. “Opt in,” by definition, is basically the express permission of a prospect or customer to a marketer or business to send them merchandise, information, or messages. After the prospect or customer opts in, they will continue to receive the merchandise, information, or messages until they “opt out,” or tell the marketer or business to discontinue the communications.

Online businesses can increase lead generation by providing several opportunities for site visitors to opt into. Opting into should be:

  • Easy
  • Convenient
  • Attractive
  • Suggested
  • Required for certain benefits

Make it easy and convenient for website visitors to opt in by placing opt-in forms in strategic locations throughout the website. Doing so also gives subliminal suggestions to your prospects and customers to opt in. Always require opting in for special benefits. Make opting in attractive by offering something free in return, like an e-book, article and blog updates, a special “how-to” article, or a sample of a product or service.

Effective locations for opt-in forms (sometimes referred to as email or subscriber sign up forms) include:

  • the website homepage
  • About Us page
  • Contact Us page
  • FAQ page
  • New product/service promotional page
  • Sales page
  • Squeeze page
  • Resource box of your articles
  • Blog posts
  • Online newsletters
  • At the top of the sidebar

Once website visitors opt in, you may communicate with them via email until they opt out. However, do not overdo it and abuse this privilege. Use your list wisely. Be intentional about providing value on a continual basis. Be consistent! This will provide an awesome opportunity for you to stay connected with prospects and customers/clients, allowing you to communicate with your target audience on a regular basis.

Remember, Communication = Clients/Customers = Profit

Take Action!

  1. Name specific strategies you’re using now to build your list.
  2. What are some other ways you will begin building your list?
  3. What is the value you intend to provide your target audience?
  4. What steps will you take on a consistent basis to continue building your list?
  5. Are you clear about what list building means to your bottom line as an entrepreneur online?

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