List-building 2.0: 7 Tips for Using ‘Power’ Polls For Prospecting

Most people know Web 2.0 is simply the evolution of the Internet into an environment of interactivity, reader participation and usability. Web 2.0 opens up the dialog between user and website or blog. This connection can help generate traffic and a viral buzz.

Most people know Web 2.0 is simply the evolution of the Internet into an environment of interactivity, reader participation and usability. Web 2.0 opens up the dialog between user and website or blog. This connection can help generate traffic and a viral buzz.

But from a search engine marketing (SEM) standpoint, the benefits are clear and measurable: More traffic and frequent interactivity (or posts) equal better organic (free) rankings in search engine results. Getting good organic rankings is a powerful way to find qualified prospective customers.

So what online tactic encourages Web 2.0 principles as well as helps with search engine results page rank, visibility and listing-building efforts? Targeted online prospecting polls, also known as “acquisition” or “lead generation” polls.

Based on the specificity of your poll question, online acquisition polls can help you: collect relevant names and email addresses; gauge general market (or subscriber) sentiment; and generate sales (via a redirect to a synergistic promotional page). Polls also allow for interactivity, where participants can sound off about a hot topic.

I’ve been including strategic acquisition polls in my online marketing strategy for nearly a decade now and have rarely been disappointed with the results. Some websites, like surveymonkey.com, allow members to set up free or low-cost surveys and polls. However, it may not allow you to include a name-collection component or a redirect to a promotional or “thank you” webpage, which is essential for a success.

If that’s the case, either ask your Webmaster to build you a proprietary poll platform or use a poll script. You can find examples at hotscripts.com, ballot-box.net/faq.php, and micropoll.com.

Here are seven ways to help create a winning prospecting poll campaign:

1. Engage. Your poll question should engage the reader, encourage participation, pique interest and tie into a current event. And be sure to have a “comments” field where people can make additional remarks. Sample topics: politics, the economy, health, consumer breakthroughs, the stock market, foreign affairs.

2. Relevance. Your poll question should also be related to your product, free e-newsletter editorial, or free bonus report (which can be used as incentive). This will greatly improve your conversion rate. Let’s say your free offer is a sign-up to a stock market e-newsletter and the upsell is a redirect landing page promotion to a paid gold investment newsletter for $39/yr. In that case, your poll question should be tied with the editorial copy and product, something like “Where is gold headed in 2013?” Investors who favor gold (your target audience), will respond to this question … and engage. You are gaining these qualified prospects as leads and perhaps buying customers.

3. Incentive. After people take your poll, tell them that to thank them for their participation, you’re automatically signing them up for your quality, free e-newsletter or e-alerts … which they can opt out of at any time. To reduce the number of bogus email addresses you get, offer an extra incentive free “must-read” report, too. And assuming it’s your policy not to sell or rent email names to third parties (and it should be, based on email best practices), indicate your privacy/anti-spam policy next to the sign-up button on your email sign up form. This will immediately reassure people that it’s safe and worry-free to give you their email addresses.

4. Flag. Having your poll question somehow tie into your product makes the names you collect extremely qualified for future offers. Each name should be flagged by your database folks according to the answer they gave by topic category. You can create buckets for each product segment. Using our investing e-newsletter example, categories could be gold, oil, income, equities, etc. Segmenting the names into such categories will make it easier for you to send targeted offers later.

5. Results. Use the poll feedback for new initiatives. In addition to collecting names, online polls will help you gauge general market opinion—and could help you come up with new products.

6. Bonding. Strengthen your new relationships. You need to reinforce the connection between the poll people just participated in and your e-newsletter. So make sure each name that comes in gets an immediate “thank you” for taking the poll. This could be via autoresponder or redirect “thank you” page. On your “thank you” page/email, can be a link for the downloadable, free e-report you promised. Consider sending a series of informational, warm and fuzzy editorial autoresponders to help new subscribers get to know who you are, what you do and how your e-newsletter will benefit them. This will help improve their lifetime customer value.

7. Results. Gratify participants with the results. Don’t just leave poll participants hanging. Make sure you tell them the results will be published in your free e-newsletter or on your website (to encourage them to check it regularly), and then upload the results, as well as some of your best, most engaging comments. This is great editorial fodder, as well as helpful to increasing website readership and traffic.

Marketers have used polls internally (on their own company websites) for years. But now more than ever, with its cost effectiveness and efficiency, polls can be used to collect targeted leads and interact with prospects.

Polls aren’t just for finding leads, either. They are also great for measuring market sentiment, doing competitor analysis and new product development; which, in turn, can help customer retention, customer service and sales.

Myths and Misconceptions: The Real Truth About Content Marketing and the Search Engines: Part II

Lately, I’ve been hearing a lot of people saying things such as: “Google doesn’t like content or article marketing since they changed their algorithms” and “article directories are not useful for search engine marketing and link-building efforts anymore.” I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!) … Previously, I provided the first three rules, here are the last three:

[Editor’s note: This is Part Two of a two-part series.]

Lately, I’ve been hearing a lot of people saying things such as: “Google doesn’t like content or article marketing since they changed their algorithms” and “article directories are not useful for search engine marketing and link-building efforts anymore.”

I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!) … Previously, I provided the first three rules, here are the last three:

4. Targeted Link-Building. Links, whether it’s a one way back link or a reciprocal back link, are still links. Quality links help SEO, and that is indisputable. But, again, there’s some ground rules to do it right within best practices … and do it wrong. Links should be quality links, and by that I mean on sites that have relevant content and a synergistic audience to your own. It should also be a site with a good traffic rank. I prefer to do linkbuilding manually and do it strategically. I research sites that are synergistic in all ways to the site I’m working with (albeit one-way or reciprocal links). Doing it manually allows more targeted selection and control over where you want your links to go. Manual selection and distribution can also lead to other opportunities down the road with those sites you’re building relationships with, including cross-marketing or editorial efforts such as editorial contributions, revenue shares and more. In my view, this approach is both linkbuilding and relationship building.

5. Location, Location, Location. Where you link to is important. When doing SONAR or content marketing, I always tell clients to deep link—that is, not just link to their home page—which, to me, doesn’t make any sense anyway, as there’s too many distractions on a home page. Readers need a simple, direct call to action. Keep them focused. It’s always smarter to link to your source article, which should be on one of your subpages, such as the newsletter archive page or press release page. Now you have a connection. The article/content excerpt you pushed out is appearing in the SERPs (search engine result pages) and its redirect links to the full version on your archive or press page. You’ve satisfied the searcher’s expectations by not doing a “bait and switch.” There’s relevance and continuity. And to help monetize that traffic, that newsletter archive or press Web page (which you’re driving the traffic to), the background should contain fixed elements to “harness” the traffic it will be getting for list growth and cross-selling, such as fixed lead gen boxes, text ads, banner ads, editorial notes and more. These elements should blend with your overall format, not being to obnoxious, but being easily seen.

6. Catalyst Content. It’s always important to make sure you publish the content on your website first … I call this your “catalyst content.” This is the driving source which all other inbound marketing will occur and be focused around. Your website articles should be dated and be formatted similar to a news feed or blog. Also, posting timely press releases will work favorably, as they will be viewed by Google and human readers as the latest news (again favorable to Google’s latest “freshness” update). At the same time, send your content out via email (i.e. ezine) to your in-house list before external marketing channels see it. This helps from an SEO standpoint, but also helps with credibility and bonding with your subscribers and regular website visitors, as they should get your information before the masses.

There you go. My best practices for marketing with content. I don’t practice nor condone “black hat” marketing tactics. I’ve always been lucky enough to work for top publishers and clients who put out great, original content.

It really does all boil down to the quality of the content when you talk about any form of article and search engine marketing. Content is king, and when you have strong editorial, along with being a “creatively strategic” thinker, you don’t need to engage in “black hat” or questionable SEO/SEM.

Algorithms are always changing. It’s good to be aware of the latest news, trends and techniques, but also not to put your your eggs in one basket and build your entire online marketing strategy based on the “current” algorithms. Using solid content, analyzing your website’s visitor and usage patterns and keeping general best practices in mind are staple components that will always play an important role in content marketing.