List-building 2.0: 7 Tips for Using ‘Power’ Polls For Prospecting
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.
Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].