Building a List through Retention

Building a List through Retention

When it comes to list building effectively, you should broaden your thinking. Instead of thinking, “I need to find many, many subscribers,” consider whether focusing on “net subscribers” might constitute the best use of your time. That is, think about the number of subscribers you’re gaining minus the number of subscribers you’re losing, and try to maximize that number. Now, you might think, “that sounds great, but what can I do with the concept?” Well, you can start by changing your thinking. If your list is losing dozens of subscribers each week, think more about retaining them, rather than stuffing more of them onto your list. That is, find out why they’re dropping off of your list, and implement strategies to prevent that from happening. Here are a few things I suggest you try:


1. Administer an incentivized survey to people who are leaving your list. Try to find out why they joined, why they’re leaving, and what could possibly change their minds. Additionally, offer them a gift or perhaps $5 for taking the survey. The information you collect from their answers will be well worth the expense.


2. Offer them incentives to stay. After they hit the “unsubscribe” link, have it send them to a page where they are begged to stay and offered various products or services for free. Make sure you also include on this page an option to unsubscribe if they are not deterred.


3. Improve the quality of your content. Instead of trying to retain people who are on their way out, try to prevent people from exiting altogether. You can do this by making continuous attempts to improve your content. Incorporate interviews with experts, links to audio content, links to video content, ebooks, and reports.


So where can you go from here? Start by making some changes to your list content. Improve your content, make it more enjoyable to read, and fill it with higher-value items. After you do that, find out why people are leaving and offer them incentives to stay. If you follow these steps, you should experience a nice bump in your net subscriptions. And you’ll do it all without having to generate more traffic.


all points lead to your website



How to Bring Different Types of Leads to Your Websites

Talk of leads is something that comes very much from more traditional businesses settings. A ‘lead’ is a term that specifically comes from sales and marketing and generally describes a contact that a business is going to call or email in order to try and encourage sales.

But today a lot of business is conducted online. As such, leads take on a slightly different form and although the basics are still true, the way you interact with these potential customers will be different.

For example, a cold lead – someone who fits your target demographic but hasn’t had any interaction with you yet – is normally someone whose number a business has bought and who they are then going to try and contact by cold calling. If your business is online, though, then that cold lead is more likely to be someone who has just landed on your website.

When you’re online, in other words, you have different methods of acquiring leads in the first place. What’s more, the manner in which you acquire your leads is actually going to impact on the type of lead you have.

For example…


When you use SEO (search engine optimization) to promote your site, you are trying to get that site to rank for a particular keyword. Depending on the keyword you choose, you may be able to attract pre-qualified sales to your site.

How does this work? Simple: if your keyword refers to buying a product (‘buy hats online’) and that is what you want to sell, then the people coming to your website are demonstrating an interest in buying your wares. This is the definition of a qualified sale and that means you can very likely convert those leads into paying customers with just a little more effort.


Conversely, if you get someone to your site using PPC on Facebook, then they are going to be cold leads. But not all cold leads are made equal and you can make the argument that these are particularly desirable cold leads in that they’re going to be highly targeted. That’s because you can use the filtering on Facebook to show your ads only to people that precisely match your target audience.

Conversely, AdWords allows you to target specific keyword searches in Google meaning you can bring in qualified sales. Better yet, using remarketing you can target people who have been to your site and actually viewed your products!


What is your plan to bring new leads to your site this quarter, and turn them into hot leads?