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List Building Part 3: Search engine marketing, Search engine optimization, article marketing, forums & groups, teleseminars and webinars
Rick Henkin
In part 3 of this series, we'll examine the following list building methods: search engine marketing (SEM), search engine optimization (SEO), article marketing, using forums and groups, teleseminars and webinars. Search Engine Marketing (SEM)Search engine marketing (SEM) is any form of marketing where the purpose is to increase a website's ranking in the search engine result pages (SERP). In a general sense, it encompasses all of the online list building methods described in this series. Any ethical method that attracts more visitors to your website or landing pages increases the possibility that they will opt-in to your list once they've arrived. Once they're on your list, you'll have many more opportunities to persuade them to subscribe, purchase, sign up or whatever your goal is for them. Search Engine Optimization (SEO)According to Wikipedia, "Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website from search engines via "natural" ("organic" or "algorithmic) search results. Typically, most users only look at the first few search engine results pages, so it's important to optimize your website to get your ranking on the SERPs as high as possible. Usually, the higher your website or landing page appears in the search engine results the more users will click through to your site. The more visitors you attract, the more will opt-in for your free information, and the more you increase the size of your list (assuming your homepage or landing page doesn't send them running). There are many ways to increase your search engine rankings including but not limited to:
Article MarketingThere are many benefits to writing articles and submitting them to ezines (electronic magazines) covering your niche:
Forums and GroupsParticipating in forums and groups is another excellent way to build your list. You can find forums and groups relating to practically every possible subject. Create a search using the terms describing your niche plus the word forum or group such as "coin collecting forum" or "coin collecting group." You can also search Google Groups or Yahoo Groups. Most forums and groups will allow you to view their content before joining. Look for ones that have a decent amount of members. Scan the threads (topics) to see how many posts have been added in the last 24 hours. You want to join an active forum, not only because it will expose you to more people, but because the search engines follow active forums (they love relevant content that's updated frequently). This increases the chance of your posts and your link showing in the SERPs quickly. Once you've found a group or forum, read their rules and begin to participate. Blatant advertising of your product or service is usually forbidden, however you can usually place a link to your website next to your signature (check before joining). Be careful not to make your signature look salesy (if that's even a word). Just provide good content and a link to where they can find more. Join the discussion and post answers or questions of your own. As you answer more questions, others begin to view you as an authority or expert on the topic. Make sure your posts have value to the other members. Every post you make will create a backlink to your website.Google looks at the text surrounding that link to make sure it has relevancy, so only post content that has value. TeleseminarsA teleseminar is a group conference call. Depending on the technology used, as many as 1000 people or more can listen at the same time. It not only saves the host the time and expense of setting up an in-person seminar, it also saves the attendees the expense of air travel, hotel, meals and other costs associated with attending a seminar in person. In addition, your prospects can dial in from anywhere. Sometimes the teleseminar is centered around a one-way conversation (like a lecture) or it can involve someone being interviewed. The conversation can be live or pre-recorded. Many teleseminars also allow the audience to ask questions as well. From a list building standpoint, you should require registration in advance. Typically, once the attendees have registered, they are sent an email with all of the dial-up information. While you can include a pitch for your product or service or the interviewee's product or service at the end, don't sell during the presentation. Concentrate on providing valuable content for your audience. Make sure that the company you're using to create the teleseminar also allows you to record it as well. With the recording in hand, in addition to building your list, you now have several ways to monetize or use the recording to add value to your other content. You can:
WebinarsA webinar is essentially a live meeting or presentation conducted over the Internet. Rather than using a telephone or in addition to using a telephone, participants sit at their computers to participate in the meeting or presentation. Everyone sees the same view of your desktop computer or application at the same time. Depending on the vendor used, you can create audience polls and surveys, allow the attendees to ask questions and give feedback in real time and add your logo to the webinar materials. Just like teleseminars you can use a registration form to capture email addresses, make the webinar free or paid and repurpose the recording for other uses including monetization and adding content . ARTICLE DATE: 2009-04-20 REVISED DATE: Share this Article as a Tweet on Twitter
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