Wednesday, June 20, 2007

Thinking of a new way to acquire names?

So, you’ve tried banner ads, you’ve tried text ads, you even tried sweepstakes. But you want to deploy a new and creative lead generation tactic.

Try online polls or surveys.

This is a great way to build your list and qualify potential prospects for cross-sell or up-sell opportunities (either immediately after taking the poll or later on).

First, it’s important to pick a question or topic that is timely. Something that is in the current events and that most Americans would be interested in … perhaps even slightly controversial. Now, develop your question. The question should provoke thought and prompt response. This will be your headline on your creative.

Second, think of your answer choices. You can certainly do a simple yes/no question, but I’d recommend a variety of choices that makes the prospect think and involves them in the question. It’s also helpful to include an "other comments" box. You’ll be surprised how many people want to give you their 2 cents – this element really makes the poll participatory.

Third, make sure you let prospects know that you will not sell or rent their email names. People hate spam and you want to clarify that their email address will not be comprised. You should also advise prospects that by taking the poll they will be opted in to your free newsletter (if you have one) which they can opt out at any time and that they will be notified via email of the poll results. Also offer them a free report as a token of appreciation for taking the poll. Follow up with a "welcome message" and introductory email series to start the bonding efforts immediately.

Fourth, think of a good graphic that encapsulates your headline. Something visually powerful. Noteable personalities or images that convey emotions work best (greed, fear, love, hate, etc.).

Fifth, have a clear call to action in your creative, such as "sound off now" or "take action now." Get people excited about the poll they are about to take. Your creative can be a banner ad, text ad, eNewsletter sponsorship, or even a dedicated email. Some formats may work better than others. So test them all.

Sixth, make sure your poll runs on websites that fit the subject matter of the poll. When you do your media buy, pick sites that the audience is going to respond to. If you’re poll headline is about the 2008 election, consider political sites, news sites (broadcast and cable), political or news blogs, etc.

Finally, make sure you have a good reporting system to capture the emails and segment by promotional effort and website ad appeared on (for analysis) as well as store poll results and chart answer choices via pie chart. And don’t forget to send the poll results to the prospects!

Adding polls to our online marketing mix will increase your chances of list growth.

No comments:

Add to Technorati Favorites AddMe - Search Engine Optimization