1. Keep it simple: Make it quick and easy to sign up by asking only for a first name and email address – not all the name, address and demographic details.
2. Share With Your Network (SWYN): Include a SWYN or Share-to-Social functionality in your email, allowing subscribers to share your emails with their social networks. SWYN extends the reach of your message, helps to identify your influencers (who shares your emails the most), and allows you to grow your email list. Don’t forget to include an opt-in form for the recipients to sign up for future emails.
3. Facebook email signup form: Include an opt-in form on your Facebook fan page. By offering unique content through each marketing channel, you’ll encourage your audience to want to connect with you in multiple places. Your Facebook fans may not be aware of your existing email program, so give them the option to sign up on your fan page. This article gives a great tutorial on the process of adding the signup form.
4. Facebook updates and wall posts: Include links to your email subscription center in Facebook updates and wall posts. Do you have a Facebook page and an email subscription center? You should.  Alert your Facebook fans of upcoming campaigns, and direct them to your subscription center to sign up for more information.
5. LinkedIn updates and email list URL on your LinkedIn profile page: Include links to your email subscription center and email newsletters in your LinkedIn updates. LinkedIn also allows you to include three web addresses at the top of your profile. Make one of them a link to your email subscription center/newsletter signup page.
6. LinkedIn Groups: Offer a sign-up option to your contacts when participating and sharing information on LinkedIn Groups. You can join existing relevant groups or create your own to promote discussions about your company or industry. LinkedIn is especially helpful for enriching your email list with B2B contacts.
7. YouTube: Add a link to your landing page and signup form under the video clip. The video should match the theme and motivate signing up for a company’s news.
8. One-click signup with Facebook Connect: Use data-providing systems like Facebook Connect and very clear privacy instructions to allow people to sign up for mailing lists with one click. Make it simple to subscribe.
9. Tweet: Tactfully and tastefully tweet about upcoming marketing initiatives and describe the benefits of signing up for future emails. Include shortened links to your subscription page. Mention email-only promotions and link registration-required content, such as manuals, webinars, and other useful information. A re-tweet contest is a great way to attract people to subscribe to newsletters. All participants need to do is re-tweet a message with a link to your landing page where they can subscribe for newsletters. Reward the most active ones with convenient prizes that fit the audience and your company image. You can even tweet articles of interest to your target market.
10. For all social media sites: Link to your landing page with sign-up form should be added to your profile information in Facebook, Twitter, LinkedIn, YouTube, and others. Do it for both – company and private/professional profiles. And invite your colleagues to do the same. Make sure, there is a strong call to action in the landing page, so that people are really interested in signing up for your company’s email newsletters.
11. PR: Invite editors on your PR media list to sign up for your newsletter email list. This can lead to a lot more free press including requests to write articles. Also tell editors about any content in your email newsletter that might be relevant to their readership, which might include items on their upcoming editorial calendars. You might want to reformat this relevant content to press release format (search engine optimized) and also email it to all other appropriate editors on your PR media list.
12. Identify the websites and online publications that serve your geographical area, like your local newspaper’s website. Submit letters to the editor, post your comments on stories, and post on discussion forums. Promote your business and use a tagline, but keep the content relevant and not spam like.
13. When interviewed by the press: Whenever you’re interviewed by the press, mention your free email newsletter.
14. Reach out to key bloggers reaching your target market: Tell them about your email newsletter and provide links to your email subscription center.  Reach out to them about topics that might be of interest in each email newsletter issue. Positive comments from these bloggers can result in huge increase increases in your number of email newsletter subscribers fast since these are influencers.
15. Post articles on article submission sites like EzineArticles.com: 400K+ authors share their articles here. Make sure you optimize the article for local search by working in references to your city, state, zip, phone number with area code and website. Include links to your email subscription center.
16. Show examples of email campaigns on social networks: Give Twitter followers and Facebook fans a taste of the content you’ll provide in your email campaigns (share your emails with them via SWYN or link to past issues). This will entice them to sign up for more.
17.  Host a professional group, chat, or local association: On sites like LinkedIn and Twitter, there are multiple opportunities to host live chats, discussion groups, and industry-specific conversations. Step to the plate, take charge, and see inquiries come to you as a recognized expert in your field.
18.  Encourage email subscription on your blog: Include an email subscription center on your blog, and make sure it’s a prominent call to action that’s available in the content of your posts as well as in site navigation, so that everyone still see it.
19. Republish email content on your blog and website: Do you have a great newsletter? Don’t hide it – publish newsletter articles and other information, and be sure to include a link to sign up for future emails. You might even want to allow other bloggers to post your content on their blogs. If they provide a link to your email newsletter, the reader should see links to your email subscription center.
20. Include links to your email subscription center at the end of any comments you post on other blogs.  Make relevant comments and avoid posting blatant self-promotion or outright spam.
21. Post insightful comments (not blatantly self-promotional postings) on blogs that your customers are likely to read: Always include a subtle mention of your newsletter (“As we shared last week in our newsletter on 89 Ways to Get Email Addresses for Newsletters & Marketing Campaigns…)”
22. Include links to your email subscription center in any bios you post online – for example, if you’re an examiner.com topic expert. Guest blogging is another place where your bio information is important.
23. Guest author for other blogs and publications: Share your expertise with your community, writing for other publications. Be sure to include links to your email subscription center as part of your bio and in all articles.
24. Leverage all social networks: There are hundreds of social networks, from SlideShare to YouTube to specialized discussion forums. Find where your customers are, participate in the networks they participate in, and use those networks to grow your presence. Here’s a simple tip to try: ask your 50 best customers which social networks and groups they participate in, then go join those networks and groups. Like attracts like, so there’s a good chance more great future customers are on those networks.  On LinkedIn, you can see LinkedIn groups your best customers are a member of, assuming they have a LinkedIn account and are a member of their groups, on the bottom of their LinkedIn profile page.  You can find the most common groups they are a member of and join them. 
25. Encourage employees to be active on social networks: The more people are talking about your brand, your products, and your industry, the more likely someone will reach out to you and find their way to your company. If appropriate for your corporate culture, set some internal policies and guidelines, and then encourage your employees to actively participate in social media, tactfully and tastefully evangelizing your business to their networks.
26. Promote your subscription form: Include opt-in subscription forms on the top 15 pages of your website (including the home page) as determined by your web analytics. Make it stand out and provide a clear call to action. Place a subscription form at the end of every article to catch readers when they’re ready to take another action.
27. Ask for a subscription during online checkout: For online transactions, ask customers at checkout if they want to receive future emails from you.
28. Ask customers to subscribe as you ring up their orders: Provide a small registration blank next to the cash register or a bowl where they can leave a business card to subscribe (and enter a drawing)
29. Add an email newsletter opt-in line on your credit card receipts. Customers   notice it as they file their receipts or prepare their expense reports.
30. Provide obvious incentive: The easiest way to build a subscriber list is to tell people what’s in it for them. Give them clear, unmistakable value up front and people will sign up. In these days of information overload, you’ll have to explain the benefits of subscribing in a compelling way. Offer a white paper, free e-books, entry in a contest to win an iPhone, discount coupons, free targeted mobile phone application, the promise of Internet-only specials — something that your subscribers value. Continue to provide valuable content and they’ll stay with you after the incentive ends. Content is king!  For example, an email service provider might want to offer a relevant and useful gift in exchange for signing up such as 89 Ways to Get Email Addresses for Newsletters & Marketing Campaigns.
31. Include content that is fresh and fun or interesting; this increases the likelihood that people will want to forward your email newsletter.
32. Check the clickthroughs reported by your email service providers to tell which content is most interesting to your readers. Focus on future content that draws the greatest interest.
33. Ask during webinar/online event signup: Host a webinar or live online event (concert, chat, panel, etc.) and include email list subscription as part of the sign-up process.
34. Mention your free email newsletter at seminars and talks: Put the signup link on the last slide of your presentation. Pass around an email list sign-up sheet at all events where you’re speaking.
35. Consider entrance or exit pop-ups: As soon as someone arrives or before someone leaves your site, consider having an in-page pop-up appear prompting them to subscribe to your list. Explain that you want to stay in touch and continue providing value to them.
36. Include a subscription center: Make sure you have a subscription center on your website that allows subscribers to change their address, pause their subscription, and opt-down (rather than unsubscribe, just choose to hear from you less often). This makes your newsletter more professional as with the major publishers.
37. Include testimonials on your email subscription page: Ask existing, engaged subscribers to write a short testimonial or film a video talking about how valuable your emails are. If prospects know that others find your emails valuable, they are more likely to sign up to receive your emails. What’s in it for them?
38. Promote sign-ups via contests: Consider using a special contest for a highly desired prize to build your email list. Be aware that subscribers may not be as engaged or interested once the contest ends, so act quickly to provide obvious value to encourage subscribers to stick around.
39. Make every form a subscription form: Make sure that every form on your website has email list subscription built into it. Capture and catch at every opportunity, not just on sales forms.
40. Consider your domain name: If your domain name is especially hard to remember or is unclear when spoken, it will be that much harder for people to spread via word of mouth. At the very least, consider buying and redirecting a custom domain name for your email subscription center if your regular corporate domain name isn’t in your control.
41. Make it easy to share: Include a Forward to a Friend (FTAF) and Share With Your Network (SWYN) link in all of your emails, not just marketing promotions.
42. Ask people to share: Be direct. Be explicit. Ask people to forward and share your email. Give them obvious permission to do so – you’d be surprised how many people question whether it’s okay to forward, print, post, or repost an email.
43. Make unsubscribing easy: It’s far better to lose a few subscribers than to be blacklisted for spam or not have your emails delivered, which can happen if people can’t find an unsubscribe link easily. Make unsubscribing easy and people won’t push the Mark as Spam button on you.
44. Make the most of your unsubscribe: When someone is unsubscribing, take the time to get feedback from them about why. Ask a few short questions about the reasons they’re no longer interested in your emails and what would make them come back some day. Give them the option to keep in touch, and offer them the ability to “opt-down”, or subscribe to a less frequently-mailed list.
45. Leverage transactions: When sending purchase confirmations or other transactional emails, make sure to invite customers to subscribe to your email list. Provide reasons and value for doing so, along with incentives. (Subscribe and receive x % off your next order). This can also be done in brick and mortar stores where at the end of the purchase receipt you provide a link to sign up for an email list and you receive X % off your next order for doing so. 
46. If you are a retailer, have large signs in prominent places to promote your free email newsletter and distribute a flyer or postcard promoting your free email newsletter list in each customer’s bag or shipping box. 
47. Display your domain on all printed materials with the benefits of your newsletter –  on sales collateral, fliers, bags, business cards, advertising, etc.
48. Run a special for anyone who brings in a printout of your email newsletter to your brick and mortar locations or spots a “picture of a tick tack toe board” in your store – some hidden message, image or other feature in your newsletter.
49. Collect email addresses at your place of business: Don’t overlook the in-store sign- up. Put a sign-up sheet on your checkout counters, front desk, customer service, product shelves, etc. – along with a clear, posted privacy policy. Offer coupons and discounts as incentives to encourage people to sign up.
50. Periodically make hard copy newsletter samples available at your front desk and elsewhere in your brick & mortar location. Keep the samples updated with new materials.
51. Ask for subscription after webinars: When following up with webinar registrants by email, be sure to send along more than just the slides and session materials. Ask registrants to subscribe to your email list, especially if your emails may cover future events.
52. Sign it: Encourage or require (depending on your company culture and rules) employees to include a link to your subscription center in their email signature.
53. Advertise in other email campaigns or swap this type of opportunity: Purchase advertising space in other newsletters. Purchase a guest issue with clear calls to action to subscribe in other newsletters. Note that this is not the same as list rental/list purchase.
54. Reciprocal plugs  in complementary newsletters: Find newsletters you enjoy and ask the editors to plug your newsletter to their lists in exchange for you  plugging their newsletters to your list. This works best when your  list isn’t too much smaller than theirs.
55. Send re-engagement email with incentives: When re-engaging a list you haven’t used in a while, lead with an incentive to maximize the impact on readers.
56. Ask while on the phone: When speaking with a customer or prospect on the phone, ask them if they’d like to receive your emails. Provide telephone guidelines for employees to explain how to ask for an email list subscription during each call.
57. Retailers get more catches per day with fishbowl campaigns: Retailers can do fishbowl campaigns offering those who agree to receive their store newsletter a chance to win a prize or store gift certificate.
58. Business cards and company letterhead, envelopes, and forms: Include a link to your email subscription center on your company’s business cards, on return envelopes, invoices and other paperwork you provide to customers and vendors.
59. T-shirts: Include a link to your email subscription center on t-shirts you and your staff wear and give t-shirts with this type of information as an incentive for signing up for your email newsletter which should lead to more email list subscribers as your customers and prospects become free walking billboards for you.  The t-shirts can also be given away as a tradeshow booth premium.
60. Ask at events, mixers, conferences, and tradeshows: When talking with someone at your tradeshow booth (or while passing in the hall of a conference), ask them if they’d like to receive more information from you. Include a fishbowl or signup sheet with a published privacy policy and opt-in notice.
61. Sponsor/host an event that requires registration: The event could range from the simple (Tweetup) to the more complex (3-day conference). Display and set privacy expectations, then collect registration information.
62. Talk about your email subscription center while speaking at events: If your employees or executives speak at industry events, they should mention your email campaigns and direct audience members to your website and/or email subscription center. You can even include a unique URL at the end of your presentation deck. Ideally use an easy to remember, easy to repeat URL.
63. InPerson (LinkedIn) and Poken: While at events, consider using services like In Person from LinkedIn or Poken as a way of connecting with others quickly. Ask for their email address and if you can add them to your list.
64. Advertise your email subscriptions in dead zones: Dead zones are places where people have time to spare and can’t go anywhere. Southwest Airlines does a great job advertising their email list on their monitors while you’re waiting to board the plane. Where else are people captive audiences? You might even want to mention your free email newsletter in the “on hold” recording that plays while callers are waiting. Make sure you tell them how to sign up.
65. Promote your email marketing communications with direct mail: If you send snail mail (postal mail), alert recipients of your email program. Whether you send a brochure, catalog, billing information, or any other type of communication, direct recipients to your website to sign up for your emails. Tell them why they should want to receive emails from you and entice them to sign up. You might even want to send a postcard mailing specifically to promote your email list.
66. Offer mobile subscription via text message: If you’ve got a strong mobile program, you may already have a short code available. Let prospective customers subscribe to your lists via short code (e.g. text your email address to 21411) and capture them on the spot. This is especially effective when people are standing around for a bit.
67. Investigate 2D barcodes and QR: Mobile phones with cameras are just beginning to adopt Quick Response codes or 2D barcodes. Generate a QR code and include it any place people are likely to be using mobile phones with cameras and QR applications, even the back of your business cards. To learn about 103 Ways to Use QR Codes to Drive Sales and More, see this blog of mine at http://tinyurl.com/7kdpp62
68. Use a mobile application to collect email addresses: At a tradeshow or conference? Use an iPhone app (or other platform application) to take new subscribers on the spot, rather than waiting to do data import later. Be sure, of course, that a privacy notice is displayed prominently and clearly. Read more about this tip in action.
69. Optimize for mobile: Ensure that all of your email marketing efforts have mobile versions and are well-optimized for the mobile reader. Include phone numbers in standard formats in your messages so that when forwarded, others can call you. Make links for Forward to a Friend and Share With Your Network obvious and near the top of your message so mobile readers don’t have to scroll far to use them. 
70. Targeted, timely, and valuable: Offer valuable, unique content that your email recipients can’t get anywhere else. Be sure that it’s targeted (specific content for them), timely (sent when they are most likely to interact), and valuable (something they want/need).The more valuable your emails are, the more people will sign up to receive them.
71. Identify, contact, and engage your brand advocates: Do you have people singing your praises to their networks for free? Reward them. Develop some inclusive network they can be a part of. Run contests to reward their advocacy. Buy them lunch and listen to their ideas. Give them t-shirts and free iTunes downloads. Above all, listen to them.
72. Prioritize retention: If you have to choose between attracting new subscribers and retaining the ones you have, focus your efforts on keeping things fresh and interesting for your existing subscribers. It’s usually much more valuable (and cost-effective) to keep existing customers happy than it is to prospect for new ones.
73. Capitalize on buzz: Are people talking about you, your brand, company, and/or products? Convert as much of that attention as possible to subscribers while you have the spotlight. Make sure any specialized landing pages on your website highlight an email signup so that interested passersby can be contacted after the spotlight moves on.
74. Search engine optimize (SEO) your newsletter page: Optimize your email subscription center for keywords related to your area of expertise and email, such as “e-mail marketing newsletter” or “entrepreneur newsletter”. Let the search engines do the work for you and drive new potential subscribers to the page where they can sign up to be on your email list.
75. Post a free classified ad about your email newsletter on CraigsList in the cities you wish to target.  Be careful with the spammers that Craigslist can attact.
76. Treat your free email newsletter just like any other product or service: Develop a marketing calendar with specific activities that runs throughout the year.
77. Whet thy appetite before you get: Show potential subscribers a sample of your email newsletter so they can see it’s informative and not a sales pitch.
78. Approach local employers and offer to let them send your email newsletter to their employees: Important: it needs to be informative, not blatantly self-promotional.
79. When your customers place an order, train your staff to confirm their current email address and double-check that they’re on your email list. Also ask for their name and email address if they are simply placed an inquiry.
80. Use your email as your “default” customer communication tool: For example, if you’re running a contest to count the number of shirts in a display, make sure everyone knows that “Next Monday, check out the winners in our free weekly email newsletter. If you’re not getting it, sign up at…”
81. Put pictures and names (“Bob R.”) of your customers and employees in the newsletter so that featured people are likelier to forward it. People like to see themselves in print and let their network know about it.
82. Buy a 30 – 60 second radio ad that sends people to a sign-up page for your newsletter. Include business name, address, telephone number and your key message – and mention your web address at least twice. Offer a relevant and useful freebie in exchange for the signup.
83. Promote your email newsletter with ads in weekly shoppers, local magazine ads, coupon packs, and door hangers.  These are inexpensive ways to target a local market.
84. Consider billboard advertising if you can make your newsletter pitch in about 7 words and include the domain name. Rates are usually cheaper at the end of the month – or you can use a pay-by-the-day billboard.
85. Produce banner ads that drive email newsletter subscriptions and choose their placements carefully for maximum benefit. Good graphics and wording will attract eyeballs and clicks!
86. Co-registration: Using  RegReady, advertising clients syndicate their opt-in offer(s) across their choice of websites within RegReady’s online publisher network while publishing partners create a new revenue stream from this process. This  “win-win” process is called co-registration.  If done correctly, co-registration has      proven to be the most efficient method of growing a true opt-in email list. Be careful, however, since co-registration subscribers often don’t  realize what they’ve really signed up for, may not be well targeted, and  may unsubscribe or go dormant quickly. Monitor these subscribers carefully.
87. Have foreign language versions of your email newsletter: If you are targeting global markets where English is not the primary language for a fairly large % of your audience, have the newsletter translated into their native language.
88. Rent some lists: Use an expert list broker who can help you navigate through the 60K+ lists out there and find you the best suited ones to sell some of your offerings and build your email list.  This is how I found a group of email lists that generated a $700K profit on a $200K investment in a single campaign. This increased an email list by 20K in size in a highly targeted group of professionals with tremendous lifetime value (LTV).To read more about how I did this and my experience in doing so, please see the following blog entries of mine: http://tinyurl.com/7s252yl and http://tinyurl.com/7v4poy6.
89. Honor your privacy and trust commitments: Set clear privacy and delivery expectations up front, then live up to your promises with your audience. Do so and they’ll remain yours for as long as you honor their trust. Break your promises and you’ll lose your audience and reputation with lightning speed. As email marketing evolves, trust and reputation will be the cornerstones of deliverability, so put earning and keeping trust at the top of your strategic priorities.

Once you have built up a large highly profitable email list, you can even increase company profits further by renting your email list and selling advertising on your email newsletter. 

Can you think of other good ways to build your email list?

Using a single SEO tool will rarely result in the #1 search engine ranking for your site. As a result of this, there are literally hundreds of tools available on the internet that aid in SEO, competing for the attention of today’s busy webmaster.  Rapid development of search engines makes most SEO tools archaic, so you need to change with the times and get updated with new tools in order to keep your sites optimized.

Without further ado, here are some of the best tools you should consider including in your SEO strategy.

SEOMOZ

All SEO users should know this tool. It is the one of the oldest tools available on the internet. It enables users to save a substantial amount of time on linking. You can identify 10,000 links through this tool, so you can prioritize them accordingly and you can get your keyword rank and overall ranking in the search engines. For use in your own applications the SEOmoz Free API is perfect if you need relatively limited information about a lot of different websites.  It’s a great way to get an overview about the quality of pages on the web.  If you can budget money for the Site Intelligence API, you can dive deeper into a site or page which is great if you’re developing a highly robust application for internal or external use.

Screaming Frog SEO Spider

This is an excellent free SEO tool.  Highly recommended by many bloggers, it spiders website links, images, CSS, script, and apps from an SEO perspective.  It fetches key onsite page elements for SEO, presents them in tabs by type and allows you to filter for common SEO issues, or slice and dice the data however you see fit by exporting into Excel.  You can view, analyze, and filter the crawl data as it is gathered and updated continuously.  It also allows you to quickly analyze, audit, and review a site from an onsite SEO perspective and enables you to export key onsite elements (e.g. url, page title, meta description, heading, etc.) to Excel to use as a base for SEO recommendations.

SEOquake

This software has grown quickly in popularity.  It is a handy SEO tool for Firefox, Chrome browsers.  There is also a beta version for Opera and Safari. SEOquake helps to obtain information about any site for a wide range of parameters such as page rank, Google index, Alexa, and many others.  The Keyword Density tool serves to demonstrate the number of times a keyword or phrase appears on a web page. It even has a parameter that highlights nofollow links.  An easy to install toolbar shows values of the parameters under each search result in SERP of Google, Yahoo, Bing as well as the foreign language search engines Yandex, and Baidu.

Keyword Blaze

Keyword Blaze is one of the best if not the best keyword research tool. The days of just doing simple keyword research are long gone.  Now you need to be ahead of your competition and it starts with research, and Keyword Blaze can do just that for you.  This tool is free and not only that, its creators also have a great Keyword Blaze video tutorial.

Google Analytics

This is an important tool, even for SEO novices.  It gives you rich insights into your website traffic and marketing effectiveness.  It allows you to track visitor activity on your website and also provides a complete web analytics report including traffic sources, visitor bounce rate, unique visitors, and much more.  Google Analytics prepares you to write better-targeted ads, strengthen marketing initiatives, and create higher converting websites.

Google Keyword Tool

This is a well-known Pay per Click (PPC) advertising tool introduced by Google for doing your site’s keyword analysis. Still highly rated by SEO experts, it can provide a number of ideas on the keywords, which are words or phrases related to your business that are highly searched.  Although people are neglecting this tool as there are many tools available in the internet, I recommend you continue to use this tool since it can still be very helpful, and even enables you to get mobile search stats, for today’s webmaster on the go.

Google Webmaster Tools

If you want to understand impressions and conversions to your websites, this is the #1 tool. It’s free to sign up – you only need to paste some code into your websites and you’re off.  It enables you to improve your site’s visibility in Google search results and provides you with detailed reports about your pages’ visibility on Google.  Google Webmaster Tools provide you with Google’s view of your site and diagnoses problems.  It shows how Google crawls and indexes your site and teaches about specific problems Google is having accessing it.  This tool also enables you to discover your link and query traffic and share information about your site.

Webtrends

The digital marketing products of Webtrends enable you to measure what’s working and what isn’t for your marketing approach. Their mobile stat tool is also gaining traction.  These products offer customer intelligence and behavioral segmentation, targeting + scoring, optimization + testing, mobile and social apps creation and Facebook Page management, real-time web analytics, plus unified digital analytics across mobile, and social and web.

Authority Labs

This great product enables you to save time and get a better understanding of how your site is positioned in Google, Yahoo!, and Bing.  Especially if you are in a competitive niche, it is crucial to find out exactly which keywords are converting and which are rising in searches. This allows you to target specific keywords that the competition isn’t.  Tracking of your keywords can be done for local results and for 35 different countries. This fully automated tool checks your keywords daily. The quicker you get updated results, the quicker you can react.

Did I miss any top SEO tools for 2012?  Please let me know which ones.

Accomplished, out-of-the-box thinking, marketing professional with a proven record of helping companies penetrate domestic and overseas markets.  Able to use both traditional and new media to accomplish company goals.

Skills:  Broad digital, print, B2B, B2C, and global marketing experience, encompassing strategic planning, direct and internet marketing campaign planning and analysis, e-commerce, web analytics, social media (e.g. blogging, LinkedIn, Facebook, and Twitter), search engine optimization (SEO), search engine marketing (SEM), pay-per-click (PPC), branding, creative development, databases, public relations, competitive intelligence, advertising planning, business development, and sales promotion, with the ability to negotiate the lowest possible costs, and provide creative, innovative, enthusiastic and forward-thinking leadership in a team environment.

Key Industry Expertise:  Publishing, medical and healthcare, industrial, manufacturing, financial, science, engineering, and education.

Professional Experience

Mark Gottlieb Consulting                                                   Little Ferry, NJ, 1996 – Present
Proven experience generating domestic and international business for a wide range of companies and industries utilizing my strong marketing, digital marketing, and public relations experience.

Selected Accomplishments for Clients

• Distributor of decorative millwork, moldings, and related products to businesses and consumers– Sales rose from $500,000 to $2 million in my first year consulting at this company.  Company grew from a small local millwork supplier to a large national catalog/online marketer thanks to my digital and direct mail marketing, market research, marketing strategies, press release coverage, e-commerce, and project managing and contributing to catalog and website production.
• Mortgage subsidiary of largest USA based bank– Developed and implemented marketing campaigns averaging 100,000 in size and managed project tasks as this global financial services leader ramped up mortgage marketing.    
• Lettershop– Sales rose $1 million the first year consulting for this company.  Introduced a NJ lettershop to the world of digital marketing via my social media, SEO, SEM, and PPC campaigns.  Also identified new target markets, developed promotions, and maximized press release coverage.
• Major manufacturer and distributor of signage, displays, and display components– Placed my press releases in over 1,000 key publications/online media around the world.  One of my PR placements resulted in a new distributor for a recently launched product line that quickly generated orders in excess of $1 million.
• Manufacturer and supplier of bendable substrates for a wide range of businesses– Sales increased from $4 million to $6 million in my first year thanks largely to my identification of new markets and business from my free press in 90+ magazines that generated nearly 2,000 leads.
• Large global distributor, importer, and manufacturer of specialty hardware and complementary products– Lead generation predominantly from my press releases for salespeople and branding for major Toronto Stock Exchange listed company during its crucial USA market launch phase.
• Top global information technology company– Obtained speaking opportunities for key executives to polish their public image and introduce new product lines.

MARKETING CONSULTANT/SENIOR BUSINESS ANALYST, Marquis Who’s Who LLC (B2B publisher of reference books and online content)
New Providence, NJ,  2001 – August 2010

• Consultant from 2001-2007 and hired full-time in 2007.  Marquis Who’s Who top management signed written approval allowing me to consult with other companies during off hours.
• Increased book and product sales as much as 200% and profits from these sales as much as 800%.  One campaign generated $700,000 in profit on a $200,000 investment.
• Negotiated 80-100% reductions in list rental costs through innovative out-of-the-box thinking including list exchanges.
• Saved $500,000 per year in information production costs while maintaining high quality standards.
• Managed marketing for all books which were sold globally included Marquis Who’s Who titles, Official Museum Directory, Official Catholic Directory, Direct Marketing Marketplace, and others.  Also managed marketing of other titles from LexisNexis and Bowker prior to Reed Elsevier divesting Marquis Who’s Who and Bowker.
• Instrumental in the successful migration from reference book to web subscription sales.
• Created, analyzed, and executed frequent, broad based integrated campaigns for books and online reference products including e-commerce, web analytics, and social media.  Campaigns ranged from the thousands to millions in size.
• Developed out-of-the-box tests that resulted in increased purchase rate of 50% and more.

MARKETING MANAGER, Spiral Binding Company, Inc. (manufacturer and distributor of business equipment and supplies)                 Totowa, NJ, 1997 – 1999

• Sales rose 25% through my maximizing business with current customers and producing new sources of strong revenue with additional customers in best current markets and new markets, domestically and abroad.
• Built the Spiral Binding Company name and business through my marketing and promotional campaigns, which included the development of profitable catalogs and marketing materials.
• Managed profit and loss; developed and executed budgets.
• Supervised and worked with creative staff and managed the activities of computer service bureaus, a mailing/fulfillment house, photographers, and production departments.
• Explored alternative media for customer acquisition and successfully launched and marketed a company Website on the Internet.  Developed strategies to keep company’s web pages consistently near the top of all key search engines to maximize ‘hits’ and leads.

MARKETING MANAGER, Outwater Plastics/Industries, Inc. (distributor of moldings, P.O.P. and store fixture products, lighting, and millwork that targets both B2B and B2C)                                                             Bogota, NJ, 1987 – 1996

• Developed and implemented marketing campaigns responsible for driving global sales from $7 million to $26 million and the customer base from 23,000 to 86,000 during this period.
• Discovered and successfully launched a product line that became the foundation for a successful company spinoff.  The spinoff went from 0 to $8 million in sales in 3 years.
• Three hundred press releases worth in excess of $150,000 per year were printed/broadcast by various media.  The number of leads and subsequent business from press releases often outperformed advertising results.

WRITING AND WORDPRESS POSTINGS, Mark the Marketer Blog
Little Ferry, NJ, 2011 – Present
http://markthemarketer.wordpress.com/

I created this blog to gain access to a larger potential client/networking population.  By providing free value added services such as cutting edge ideas and insights on marketing techniques, I was able to network and build my LinkedIn connections which continue to grow exponentially and now exceed 5,000.

Professional Affiliations

Direct Marketing Association Official
Ecommerce and Online Marketing Experts
Financial Services Marketing
Forbes CMO Network
Legal Marketing Association- Metro New York Chapter
B to B Marketing
Medical Marketing Network
Publishers and Book Sellers Association
Social Media Marketing
Those in Media

Education

Bachelor of Science in Marketing
Fairleigh Dickinson University, Teaneck, N.J.

There are a growing number of social networking sites specifically focused on business users and meeting their needs. Here is a list of 36 additional leading social networking sites for business professionals and entrepreneurs including startups that are worth a look. This list is current as of October 2011, and will likely remain very fluid in the future.

1)      Affluence.org- Affluence.org is a private social network where wealthy individuals connect, share information and engage in meaningful conversations. Affluence.org also provides exclusive, high quality content and advice from experts on subjects such as art, technology and travel.  Membership in Affluence.org reportedly requires a net worth of $1 million (US) or annual household income of $200,000.

2)      Biznik- A community of  entrepreneurs and small businesses dedicated to helping each other succeed.  It is the local, independent entrepreneurial community where collaboration beats competition.

3)      Black Businesswomen Online- A social network for African American Women in Business, Entrepreneurs and Bloggers.

4)      Black Business Space- Black Business Space is a community of business owners and entrepreneurs. It uses the tagline “Where Networking and Money Meet”.

5)      Blogher- Blogher  calls itself “A Life Well Said”. It is a community of women bloggers in many areas.

6)      Blogster- Blogster is a blogging  community that features specific-interest blogs. Blogster members can network  and collaborate by creating a blog, commenting on articles and interacting in a diverse online community.

7)      Cofoundr- Another fast growing online network for entrepreneurs. It is a private
community of startup founders such as developers, investors, CEOs, advisors, and
programmers. They are looking to find co-founders, build teams, and get advice.

8)      Data.com- This site was formerly Jigsaw.com and is now owned by Salesforce.com. The individual option offers an online business card networking directory updated by its more than 2 million members who  can easily establish contacts with each other.

9)      EFactor- An online community and virtual marketplace designed for entrepreneurs, by entrepreneurs. It is the world’s largest network of entrepreneurs, including over 25,000 vetted investors.

10)  Ecademy- A business network for creating contacts and sharing knowledge. It offers online networking for business, offline networking events and global networking groups. It has been around since 1998. Chairman Thomas Power is the ultimate networker, with 23,000+ LinkedIn connections and 741 LinkedIn recommendations.

11)  Entrepreneur  Connect- This community was created by Entrepreneur.com
as a site where professionals can network, communicate, and collaborate with
others. This site is not intended for mass self-promotion,  but is a positive destination where entrepreneurs can exchange real advice and make lasting connections.

12)  FledgeWing- FledgeWing is an online community aimed at entrepreneurial university students launched in February 2009. It provides aspiring student entrepreneurs with the social media connections they need to develop build and launch new companies.

13)  Focus- A community focused on helping business decision makers and IT professionals make decisions and share expertise in functional areas of business. The community has numerous categories such as small business, HR, Finance, Sales and Marketing.

14)  Go Big Network- This site helps connect companies with investors. Over 300,000 startups have used this community to find funding.

15)  Google+- Google’s entry into social networking is called real life sharing, rethought for the web. There are many important people in the technology world who have joined in, sharing their expertise and opinions.

16)  Gust – Gust is the  site for Professional Investor Relations, from Pitch to Exit. Gust provides the infrastructure for identifying opportunities and managing the investment relationship.

17)  Home Based Business Network - This site is an online community and resources for starting a home based business, featuring home business profiles, blogs, forums, videos, ideas, and more.

18)  JASEZone- A professional community where you can find potential clients and business partners.

19)  Meetup- Helps groups of people with shared interests plan meetings and form offline clubs in local communities around the world. It can be used for professional interests, not just personal interests.

20)  Networking for Professionals- A business network that combines online business networking and real-life events in US Cities.

21)  PartnerUp- This is an online networking community that entrepreneurs and small business owners use to find the expertise and resources they need to start and grow a business. Members can connect with potential partners,  advisers, and business resources such as commercial real estate.

22)  PerfectBusiness- A network of entrepreneurs, investors and business experts that encourages entrepreneurship and mutual success. It provides everything you need to launch and grow a business, including educational videos, articles, events, business plan
software and direct access to experts and investors.

23)  PROSkore-  PROskore scores and ranks business professionals based on influence and experience using professional history, popularity in social media and peer validation PROskore then uses these scores to help members discover new business opportunities with other members across their network. PROskore currently has over 100,000 members worldwide.

24)  Ryze- A business networking community that allows users to organize themselves by interests, location, and current and past employers. It is particularly oriented to new entrepreneurs.

25)  SiliconIndia- SiliconIndia is the largest professional network in India. It has over
2 Million members, and more than 50,000 new members are reportedly added every
week.

26)  StartupNation- This site provides real-world business advice to people who want to start a business and who want to grow their small businesses. It is a free service founded by entrepreneurs for entrepreneurs.

27)  Talkbiznow- Based in the UK, this is a comprehensive interactive business networking site for business professionals.

28)  The Funded- Entrepreneurs canresearch, rate, and review venture capital sources worldwide here. It is an online community of over 16,500 CEOs, Founders and entrepreneurs.

29)  Upspring- You can connect, share, and learn about the professionals and businesses in your community here.

30)  Unstucture.org- This is an open discussion platform for business professionals, bloggers and contemporary thought leaders to discuss and debate action ideas that would aid the evolution of business. It also has an annual physical event and has published a book of insight and action ideas for businesses of the future.

31)  Ushi.cn- Ushi is the premier business networking site in China. It includes 50,000 CEO- and CTO-level executives and boasts representatives from more than 85% of China’s venture capital and private equity firms.

32)  XING- A European business network with more than 11 million members.

33)  Yelp- A local business review and talk networking site, including user reviews and recommendations.

34)  Young Entrepreneur- A site for entrepreneurs and small business owners who
are passionate about promoting business for themselves and others to network.  It was founded in 1999.

35)  YouNoodle- This site is a place to discover and support the hottest early-stage companies and university innovation. The members passionately support the start-up ecosystem.

36)  Ziggs- A professional connection portal founded on the principles of professionalism and respect.  It claims to be your one-stop source for building your online brand, marketing yourself on the web and simplifying communications with people.

Bear in mind the Leading Social Networking Sites for Business Professionals and
Entrepreneurs You May Not Know may be here today and out of business, acquired,
or working under a new business model tomorrow.

Can you think of any other great social networking sites for business professionals and startups that you use?  How have they worked out for you?  I’d like to hear about them.

Mark the Marketer

QR Codes are a fast growing marketing force. They act as a connector between the physical world and the web. People see a QR Code, scan it on a mobile device, and are suddenly engaged in your message when it is done properly.

There are plenty of creative ideas for how businesses, non-profits and government entities can use QR Codes to market and communicate.  I have included over 100 of the best.

1. QR Codes on Business Cards- Rather than overload a business card
   with all of your contact info, you could include the bare minimum for reaching
   you along with a QR Code that leads people to your Twitter, Facebook, LinkedIn,  YouTube, Flickr, Plaxo, Yelp, Digg, and Stumble Upon profiles or your corporate website.
2. Labeling- A  restaurant patron is enjoying wine from a particular vineyard with their  meal. They notice the QR Code on the bottle and quickly scan it. A mobile     site is displayed where they can learn more about your wine, your  vineyard, and links to where you can buy a case for delivery, all before the check comes.
3. Storefront Displays- Few retail businesses are open 24/7.  Create a Visit Our Website Now! QR Code and put it in your store window. One quick scan and you’ve turned a potential lost sale into a happy online customer.
4. Promotions, Discounts and Giveaways- If you want to encourage customers from among iPhone and Android users, you could create discounts that are specific to QR  Codes. You could run these codes in advertisements or post them throughout your store.
5. Laptop Stickers- Slap a QR sticker of your vCard or website to your laptop, making it easier for  other geeks to connect with you. A side benefit is that it would be easier to return the laptop if it were lost.
6. T-Shirts and Caps- Put your QR Code on your t-shirt and/or cap for self-promotion. Or, make a bigger impression by printing up multiple t-shirts and/or caps and have them worn by staff, interns or satisfied customers at a large public  event.
7. Scavenger Hunts- Scavenger hunts are fun and engaging, although easier to write about than to administer. For destination marketing, a scavenger hunt approach can be a great way to encourage visitors to explore places where they might not visit  otherwise.
8. Come up with a Creative QR Code Design- QR Codes allow a little wiggle room, meaning that you can “hack” the code itself. You can play around with the QR Code once it’s been generated in an image editing tool like Photoshop and work  in your own logo or brand. Test your QR Code to verify it still works
   before printing up a few thousand copies.
9. Use QR Codes to get Likes and Follows- You can create mobile-friendly landing pages with Facebook like buttons or lead them to your Twitter page for a quick follow. Add a QR Code on promotional posters that upon scan, allows people to “Like” pages on Facebook. A new like or follow can create a long-term   marketing opportunity. The Like buttons that QR tags generate lead to the   Facebook website rather than the mobile app on a phone. A lot of people don’t log into Facebook’s website from their phone directly, so that requires extra steps the average person may not be willing to take. Newer phones often include ways to make Facebook and Twitter more accessible, so this may be less of a problem in the future.
10. Supplement Your Retail Space- A QR Code can expand your virtual space into anywhere in cyberspace for additional information and sales options.
11. Increase E-Commerce Sales- Since QR Codes can lead to URLs, you can create a code that will automatically populate a shopping cart with specific products, assuming your e-commerce solution can handle that.
12. Build Your Email Subscriber List- Use your QR Code to send people to your email signup. Just make sure you give people a compelling reason to subscribe to your  list.
13. Get the Phone to Ring- QR Codes can also make a phone call.  If you want to get the phones ringing–at your business or at campaign headquarters–you can create a code that will dial a predetermined number. Likewise, QR Codes can generate SMS text messages.
14. QR Codes on Bus Stops, Train Stations and Subway Stations- Put them on signs whereby a quick scan would give you real-time information on bus routes and when the next bus, train or subway would arrive.
15. QR Codes for Hospital Emergency Rooms- A quick scan would give the current hospital waiting time.
16. Posted next to Paintings and Sculptures at Museums and Art Galleries- Great for visitors who want to learn more about the artist, the time period, and the reaction to the photo. Could also include links to other work by the artist, related artists, and even the ability to buy the image on a mug or poster at the museum shop and the actual work of art or related offerings at an art gallery. QR Codes could show items not currently displayed from the museum’s collection.
17. As Part of a Personalized Direct Mail Piece- Each QR Code can go to a PURL (personalized URL–Uniform Resource Locator).
18. On Historical Sites and on Walking Trails- This should be very educational, perhaps with a Wikipedia  entry, or a video by a local historian explaining the significance of the  site.
19. At Video Kiosks- QR Codes can appear on the screen as people interact with your kiosk, whether  it’s at the mall or your place of business.
20. On For Sale Signs- Whether  residential or commercial, for sale signs could include codes that have  all the information a sell sheet includes, plus video walkthroughs.
21. E-Learning- Have your QR Code generate an email allowing someone to subscribe via an auto-responder. The emails would be sent periodically filled with lessons and related information.
22. Next to Packaged Food in Grocery Departments- Give shoppers quick access to recipes that include the ingredients they see on the shelf.
23. On Produce- You could include information about the farm, organic vs. conventional growing, best by dates, etc.
24. In a Jigsaw Puzzle- This would create some real engagement as the user would have to assemble the puzzle before scanning the  image.
25. Buying Coffee (or anything else)- Starbucks does.
26. At Restaurants- Find out you will be seated in 5 minutes scanning a QR Code next to the restaurant hostess/host. Scan a QR Code on a plastic sign on your table to find out your meal will be served in 5 minutes. QR Codes could be written
    on the plates or napkins too.
27. For Conference Signage- Next to the name of the upcoming sessions in each room would be the QR Code so you could get the full description, speaker bios,     and see if there’s any room left.
28. On Conference Name Tags- SXSW has been doing this for at least a year or two. Why trade business cards when you can just scan them?
29. On Jewelry- Many examples abound.
30. As Part of Interactive Maps- Check out this example from Town Graphics.
31. At the Bottom of all Newspaper and Magazine Articles- Then you could quickly get to the online version and see the comments that other readers had left.
32. On Liquor Bottles- Linked to drink recipes; this would be especially good for new drinks you’re bringing to market.
33. On Building Permits- New York City has already implemented this.
34. On the Fliers that you Find Under Your Windshield Wipers at the Mall- One example might be an offer for a car wash; the URL would give you the      discount code and directions to the car wash offering the deal.
35. On the Safety Bar Ads on Ski Chair Lifts- These days, everyone on the mountain seems to have a smart phone, and they’re going to be a captive audience for 5 – 10 minutes, sitting on that chair going up the mountain.
36. Inside Elevators- For example dry cleaning service or something else that helps busy executives out could advertise inside elevators in tall buildings. Other good options might include flowers for significant others, discounts on takeout food, etc.
37. In Bathrooms- Cab companies have advertised above urinals. Meanwhile, ladies rooms often have long lines – take advantage of a captive audience with a QR Code and engage them. This could be done in any heavily trafficed public restroom.
38. Within a Video Game Console to Share Avatars- Nintendo is already doing just that.
39. To Get More People to Sign a Petition- For example this petition for cleaning up the BP mess.
40. At Bars, Clubs and Anywhere Else Music is Playing- Shazam is a great tool for finding music, and often you can even buy the track you discovered at iTunes or Amazon. But in a loud club you may not be able to hear the song and you might not remember what you heard the next day. If a QR Code appears above the DJ’s head, you could quickly scan the code and purchase that new song. Or a QR set list could be displayed at a screen on an outdoor concert.
41. On Wedding Invitations Instead of RSVP Cards- Scan a QR, save a tree an and stamp and hopefully get a quicker response.
42. For a Financial Firm- A QR Code could be included in an ad to give a link to the latest investment recommendations. This could allow the recommendation to be  updated on the fly as conditions change. Or if it were mortgage rates, those could be continuously updated for new  purchases or refinancing.
43. As a Temporary Tattoo- Link it to your Facebook profile or Twitter account.  These tattoos could be used in a trade show promotion.
44. To Encourage Community Feedback- The library in Groton, CT utilizes them.
45. As Wallpaper- It makes great decoration!
46. On the Bottom of Flip Flops- They leave an imprint on the beach which can leave an imprint on your bottom line.
47. On Coffee Cups from your Local Coffee Shop or Pizza Boxes- There are plenty of advertising opportunities here especially for promotions with local targeting.
48. On Posters Linking to Free Books- 1st Bank is giving away free copies of these out-of-copyrighted classics.
49. On a Ball Field or Playing Surface- The audience can find out additional information on the team, players or sport while following the action!
50. As Wrapping Paper- One company is already customizing this with unique videos attached to QR Codes.
51. On Recipes in Magazines- Quick link to videos, reviews and feedback at the
    website.
52. For Self-Guided Tours at Factories- Scan a code, learn what that widget does.
53. Posted on Car Windows at Dealerships- Great for after-hours shoppers and browsers.
54. On Movie Posters- QR Code takes them to a preview of the movie or other related content.
55. In TV Ads to Make Them Interactive- AXA is a leader in this area.
56. In the “Autos” Section of a Newspaper/Flyer/Magazine- Put a QR Code for people to  see the Autos of the Week
57. In Photo-Books- Add QR Codes that drive people to the LinkedIn Profiles of people in the photos.
58. For Realtors- Put a QR Code in your ad to see the details of the House of Week. Use a QR Code on your for sale signs to show videos/virtual tours of the house. QR Codes can also be used to promote open houses.
59. For Store Daily Specials- Allow people to scan a QR Code that directs to the
    daily specials website. They can easily return to that URL each day from their
    barcode scanning app.
60. For Construction Projects- Add a QR Code on the sign that you
    leave outside current or completed projects. Upon scanning the code, people are
    directed to more information about your company.
61. Make it Easy for People to See Your Customer Testimonials – Put a QR Code in your next newsletter that drives people to an online page of written or recorded testimonials.
62. Make Your Weekly Flyer in the Sunday Newspaper Interactive- Allow people to scan QR Codes to easily learn more (or place an order!) for your featured products.
63. Pay for Stuff! QR Codes can be directed to sites that will automatically deduct money from your account for a purchase.
64. Make it Easy for People to Assemble Your Products- Put a QR Code on the box or on the directions that allow them to see videos that show how to put something together.
65. Promote a Band or Events- Add a QR Code to their poster that enables people to view tour dates, videos, and more. A major wrestling organization
    could have a QR Code in their magazine where you can scan and see their
    upcoming event schedule.
66. Get the Most Out of Your Promotional Items- If someone’s going to keep a coffee mug or calendar with your logo on their desk, add a QR Code so they can easily access your company’s website.
67. Promoting a Movie- Put a QR Code on the poster to allow people to see show
    times in their local area.
68. For a Costume Shop- You can have signage with QR Codes to give directions on how to apply matching makeup for a particular costume, such as a Zombie Ninja. This will help sales of related items.
69. For Directions- Put a QR Code into your print ad that connects people to Google Maps. Or if online directions to your store aren’t always correct, link to the valid directions. Perhaps you can update your directions based on traffic.
70. For Tourism and Destination Marketing- Add QR Codes that can provide
    video tours of your attractions.
71. Make Re-ordering Your Products Easy- Put QR Codes on labels, boxes,
    and other packing materials that direct them to online shopping for your
    products. QR Codes can also be added to invoices.
72. On Event Tickets-  Put a QR Code on the back of a ticket. Often people save tickets. The QR Code on the back will allow them to instantly access more information about a performer or performance whenever they would like to.
73.  In Waiting Areas- Give people something to do while they’re waiting. If you have a captive audience waiting, put a QR Code on a sign, poster or billboard that is nearby. They can find out about your product or service while they are waiting.
74.  On a CD or DVD Cover- A QR Code can link to other related items or additional information about the CD or DVD. It can also link to an audio or video preview.
75. On or In a Book- A QR Code can link to other items by the same
    publisher or author. It can also highlight bonus content and promotions.
76. On Billboards on the Side of the Road- For people in a nearby parking lot,
    scanning the code can direct them to more information about your business or
    even to the business!
77. Fundraising Donations- A QR Code can drive people to a contribution page as well as offer additional incentives and information.
78. Home Improvement Store- A QR Code could link to how-to videos of how to use specific power tools successfully.
79. Electronic Retailers- A QR Code could link visitors to reviews sites to get unbiased reviews of the stocked product.
80. Supermarkets- A QR could link to pages that talk about how the products were sourced, and perhaps to interviews of the farmers who grew the food. Packages could have a QR that allows people to view the freshness or expiration date.
81. Interactive Trade Show Booth- QR Codes could be added to panels and other materials so that visitors can scan a code and interact with your brand even after the show is over.
82. Contests- Allow people to scan a QR Code that drives them to a mobile-optimized registration page making registration faster.
83. Libraries- Add a QR Code to a poster that allows people to read reviews of certain books.
84. Speaking or Presenting at a Conference- Include a QR Code in your handout so that people can learn about you, your company, and the topic. This way they will be able to see it long after your talk.
85. For Nurseries- A QR Code on the product tag may let people see what
    their vegetation will turn into, along with the best ways for helping it grow
    successfully.
86. For Emergencies- QR Codes can be put into the emergency protocols. They can lead to the Emergency Hotline and/or website.
87. For Directories- QR Codes can be added to a listing, so the user can look up more information about a specific person or item.
88. Promote Exercise or Other Healthy Habits- Add a QR Code to the bottom of a poster to provide additional information on the topic including videos.
89.  Make it Easy for Someone to Check-In to Your Business- A QR Code outside your business can allow someone to scan it and check into Foursquare or other location based communities.
90.  For Outdoor Events- QR Codes on signs and posters can direct people to a mobile-optimized festival guide and schedule.
91. Promote Local Businesses- The Chamber of Commerce could include QR Codes for each member on printed materials, so that residents can easily learn more about ones that they are interested in.
92. Protect Your Equipment- Put QR Codes on tools and machinery with proper usage instructions and warnings.
93. Enhance Your Customer Service- In release notes or training
    manuals, include QR Codes to link people to online tutorials and videos. Contact
    information for the support team via mobile phone can also be supplied.
94. Speed Service- Put a QR Code ontickets or boarding passes that makes the process of scanning the passengers faster. The QR Code could also offer additional benefits to the ticket holder.
95. On bills and invoices- QR Codes might direct them to an online site where
    they can view information about your products and services, as well as perhaps
    learn about what else you offer. They could also offer a more detailed explanation of the bill or invoice.
96. Ad Tracking- Running an advertisement in multiple magazines? Create a unique QR Code for each magazine. This will help you find out which one is driving the most traffic/ROI for you.
97. Location Tracking- Put QR Codes on products that have a wide distribution. Track where the scans are coming from to see what your best locations are.
98. Personalize Communications- A QR Code on a greeting card might allow them to see a personal video from you.
99. Instruction Manuals- Put a QR Code on the product with a link to the website containing the instruction manual. This is convenient for the customer and saves time for customer support. Steelcase has one on an office chair.
100. Press Releases- Add a QR Code to press releases to provided additional up to date information.
101. Resumes- Allow potential employers to learn more about you online through videos, or links to projects that you’ve worked on in the past.
102. Recruiters – Can use a QR code to show the latest positions that need to be filled.
103. The Ultimate QR Code to Increase Your Sales and Profits- Scan this QR Code.

Mark the Marketer

Additions:

1. Healthcare Marketing- QR Codes can be used for online appointments,
   facility tours, patient testimonials, and patient education.
2. Sneak Into Google Maps- According to a posting on Mashable entitled Rooftop QR Codes Aim to Infiltrate Google Maps, an  Austin, Texas firm will install QR codes on rooftops in an attempt to sneak into Google Maps. Google Earth has been downloaded 400 million times and “by integrating a readable code into the space-accessible profile, mobile users can access dynamic marketing programs, videos, digital coupons and other content while viewing the specific geographical location.  In addition to showing up in Google Earth, the codes would also surface in Google Maps, which makes use of the former with Earth View.

Subscribe to the Mark the Marketer blog today!  I encourage your comments and ideas for future blogs!

I came in prepared and showed how I expected to see this campaign generate huge profits
thanks to excellent e-mail list selection, strong list negotiations, and other out-of-the-box ideas for maximizing campaign profitability.  I was so convinced this campaign would be
extremely profitable, I offered to the CEO to go 50/50 on the cost of the campaign if I could go 50/50 on the campaign profits.  At the time, the CEO was very worried about
all the economic headline risk out there and feared we were heading for another
economic depression like 1929.  As a result, he was more inclined to cancel rather than increase the size of the campaign.  Although in the end I didn’t get to share in the campaign costs and profits, the CEO reluctantly agreed to let me rollout with the campaign I planned in its entirety after I sold him on the concept.  Ultimately this campaign scored
a huge $700K profit which was light years ahead of the profits on the same campaign from the prior year.

Testing your Way to Greater Profits

One of the ways this campaign won big was from a test which generated a 50% gain from an already strong control.  There are many ways to test on e-mails.  Some of the major ways to score big profit gains include:

1.  Subject Line- The easiest variable to test in an e-mail campaign is the subject
line.  This is similar to a snail mail envelope test and also happens to be what scored the 50% response lift in the above referenced campaign.   Personalization, different
keywords, the company’s name, and tone can all be experimented with.  Testing the subject lines on your target market will help you discover what they respond best to.

2.  Creative and Copy Test- Email marketers should also consider testing the e-mail’s
creative and copy as well.  They should consider altering the copy tone to suit the audience, for example more formal to lawyers and more conversational to writers.

3.  Personalization Test- In addition to using personalization on the subject line, you can also use one-on-one marketing techniques such as including a recipient’s name
or title in the body of the e-mail with the goal of increasing your e-mail’s
click-through rate.

4.  Offer Test- An e-mail’s offer should also be tested.  Experiment among hard and soft sells, various discount levels, and even by offering free shipping and gifts such as digital
content with a high perceived value.

5.  Send Day and Time Test- When is the best time to reach your audience?  By testing the e-mailing time of day, you can discover the peak time for responsiveness for your target markets.

6.  Landing Page Test- Do an A/B test by creating alternative pages for a specific page
and showing each to a certain % of visitors.   Alternatively, a multivariate test can be implemented whereby you experiment with the elements inside one specific web page (e.g., picture, text, or button) and provide different alternatives of each element.

It is crucial to remember to only test one variable at a time and always use a control
e-mail.  A little effort can go a long way in e-mail testing.  Also, check your e-mail content with a product such as SpamCheck to make sure it should clear spam filters or ask your e-mail service provided to have the content checked.

Which Test Won

Anne Holland, founder of MarketingSherpa (sold company back in 2007), also runs the valuable Which Test Won website and e-mail newsletter.  The site was launched in 2009 to help inspire and educate the marketing community about testing.  The site now has nearly
150 test case Studies, featuring Web, email and even direct postal mail tests from the US and Europe.  It even has links to 39 A/B & Multivariate Testing Tools.  And each week they add another. To keep things clear – they don’t create these tests and they’re not a vendor or consultant in the field.  I highly recommend you get on their e-mail list and vote on ‘Which Test Won’ weekly.  At times, the results can be surprising.  The site is invaluable for
understanding ‘best practices’ in design and copywriting to be able to get better results.

Want to share how you overcame adversity in marketing and scored huge profits or an e-mail test that knocked your socks off?  Please post on my blog.

Before I provide you with ways to drive traffic to your website with LinkedIn, I’d like to share some LinkedIn facts and figures courtesy of LinkedIn:

• As of June 30, 2011, professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.
•  As of August 4, 2011, LinkedIn operates the world’s largest professional network on the Internet with more than 120 million members in over 200 countries and territories.
• More than half of LinkedIn members are currently located outside of the United States. While it has members all over the globe, two areas of large member concentration are the USA (nearly 50%) and Europe (nearly 25%).
•  There were nearly two billion people searches on LinkedIn in 2010.
• As of June 30, 2011, LinkedIn counts executives from all 2011 Fortune 500 companies as members.
• More than 2 million companies have LinkedIn Company Pages.
• LinkedIn represents a valuable demographic for marketers with an affluent & influential membership.

In addition to being the most powerful business online networking tool, there are lots of ways to leverage LinkedIn to drive traffic to your website. They include:

1. Complete Your Profile- Set up a high quality, detailed personal and business profile and add a good photo of yourself. Your customers and future customers will visit you here.

2. Build and Continuously Increase Your Connections- The larger your network of connections, the more people will have access to your profile and the more success you can anticipate in driving traffic to your website. Remember connections tell others about you which can lead to additional connections.

3, Add Links in the Website Section- Include up to three links to your website, blog, and online articles within your LinkedIn profile in the Websites Section. Your blog can reference readers to visit your website and your online articles can do the same thing if articles are not already on your website. This way, anyone viewing your profile will get immediate access to your content which can build your website traffic.

For example:
My Company: http://www.mycompany.com
My Blog: http://markthemarketer.wordpress.com
My articles: www.hubpages.com

4. Update your LinkedIn Status Message- There is a section on your LinkedIn profile called Status Message where you can write what you are working on. This allows you to post a text comment up to 148 characters in length which can be updated at any time. This is similar to status message options on Twitter and Facebook. It is a way to direct traffic to your website as well as to your other online content which can help you bring website traffic. If your website was recently updated for instance with new content, products and services, case studies, company press release links, and/or upcoming webinars, you can tweet about it on Twitter and can also update your LinkedIn status message with this information. By using the LinkedIn Tweets application, you can update your Twitter status as well as your LinkedIn status at the same time.

When you post a new comment, your connections are notified online and via email (depends upon their preferences) of an update of your profile. Also, any visitor that stops to see your LinkedIn profile will see it. For example, your status might say “Did you know mycompany can now launch emails to other planets? Find out all about this history making service at http://www.mycompany.com/interplanetaryemails.

5. Join and Post Comments in Relevant LinkedIn Groups- LinkedIn Groups is a destination to find and join communities of professionals based on common interest, experience, affiliation, and goals. For example, if you are a direct marketer, there are numerous fine groups to join and communicate on. Since you are trying to drive website traffic, you will want to participate in the groups you want to target, especially those with the most members. Some groups have 100K+ members and some receive hundreds of new discussion topics every few days!

In most cases, you will need to apply and get approved to join a group. Once you have become a group member, you may participate in conversations and post news. When you participate in conversations, you may include links related to the conversation. You can even recommend hyperlinks and add your own description. Including your website in the signature section of your postings is a subtle way to drive website traffic. Group participants should remember that adding value is key. If you simply post to try to advertise your products and services, you will hurt your online reputation and quite possibly may get banned from the group.

6. Answer LinkedIn Questions- If your website, blog, or online articles focus on business, answering LinkedIn questions can drive website traffic. Go to the “Answers” section and search for open questions that apply to your topics. When you post answers, include a description and link to your content in both the “website” and text section. The more questions you answer, the better the chances are that the person asking the question and/or group members will click your LinkedIn profile to learn more about you which could lead to website traffic.

7. Create a LinkedIn Group- Starting a group is one of the most powerful things you can do to drive website traffic.

8. Customize your Website Links- Bear in mind this is not a “call to action” and you may miss potential website traffic as a result.

9. Add an RSS feed to LinkedIn Groups- Each group has a section that allows you to add a link to a website with the latest news you think is relevant to that group. It also allows you to add your own RSS feed or website link so it will automatically update the group every time you post a new article on your blog.

10. Add the BlogLink Application to Your Profile- The BlogLink application posts the title and first paragraph for your most recent articles you have published on your LinkedIn profile. Your blog should direct traffic to your website. There is also a WordPress application for blogs on WordPress.

Have I missed any ways to drive traffic to your website with LinkedIn? Have any ideas for upcoming blogs? Your comments help drive the quality of the content on this blog!

Without further ado, here are 46 ways to drive traffic to your website:

1. Start with a strong, solid business foundation.  This encompasses designing a business plan, marketing plan, and ideal client profile and 30-second elevator speech.

2. Post videos including how to videos on your own company YouTube channel. Reference your website URL in the videos.

3. Be consistent and ‘brand’ your company. Use the  same colors, logo, etc. everywhere on your website. Perform QA on the website when making updates for proper branding.

4. Make your website trustworthy by implementing  trust building policies: top-notch customer service, a code of ethics and a  newsletter privacy policy build trust.

5. Ask your webmaster to name each of your pages using a keyword you have supplied him/her with.

6. Offer added values on your website that make sense to your business and target market/s. This can include affiliate programs, books, and recommended links to websites.

7. Add a ‘favorites’ or ‘bookmark this site’ script to some of your website pages.

8. Add a ‘Recommend This Site’ on your website. If someone visits your website and knows someone else who may like it, this feature will e-mail the page’s link to a recipient.

9. If you have pages you update monthly on your website (such as products, an articles page or recommended links page), mention this on the page.

10. Participate in a few Web rings and connect your site with other sites in your niche. For additional information, visit WebRing and Bravenet.

11. Provide an e-mail subscription box, to your e-zine or business announcement list, on your most viewed website pages.

12. Create a newsletter. Ask your visitors to sign up for your newsletter, and encourage them to send it along to people they know. Send a newsletter regularly with teasers or lead-ins to your in-depth new articles or with special offers and the latest products.

13. Give away free items. Offer something on your website that people want.  Give them a reason to come back and get more. Offer free downloads and update them regularly. Offer coupons or discounts. Content is definitely king.

14. On more content rich websites, create a ‘What’s New’ page and consider asking your web designer to design a ‘Site Map’ for your  visitors.

15. Make sure your website is ‘search engine friendly’. Search engines look for certain things such as titles, headings, and  meta tags so this is crucial.

a. Title tags: Title tags should be approximately 60 characters and should include some keywords.

b. Header tags are numbered from 1 to 7: some search engines recognize header tags, so be sure to use these tags for each of the titles on your page.

c. Keyword Meta tags: Add no more than 15 to 20  keywords to keep the search engines from flagging your site for keyword  spamming. Prioritize your words. The best way to submit to search engines is to  submit to each search engine individually.

d. Use keywords in the text area of each page. They are especially important at the beginning of sentences and higher up on the  page.

e. To learn more about meta tags and choosing keywords, read How to Choose Your Meta Tag Keywords by David Carter

16. Search engines do not find your site unless you submit your site’s information to them. Below are ways to submit your website to search engines:

a. Get listed in search engines by submitting your website to all major search engines. Even though it is time consuming, it is often recommended to submit to key search engines individually.

b. Submit your site to get it listed in all the major web directories.
This will generate traffic directly from the directories themselves and will
also help to improve your link popularity. That helps you win on Google.

c. Utilize a search engine submission service or program. Two good search engine submission services are Submit It! and Scrub The Web. You can also pay for a program that will assist you to submit and critique your site such as WebPosition.

d. Lastly you can hire an expert Internet Marketer or Search Engine Optimization as a member of your staff or as a consultant to handle your search engine submissions. Your goal should be to come up high on search engine results when people search for keyword phrases related to your products or services.

17. Visit these search engine information sites:  Search Engine Watch and Search Engine Guide to keep up with search engine technology.

18. Find easy and secure ways for your clients to pay you. A shopping cart with an SSL certificate and a secure way to accept checks and/or credit cards such as Paypal work very well.

19. Check your business web site’s links regularly to make sure they all work. Use a free link checker such as Xenu’s Link Sleuth.

20. Provide monthly chats or online bulletin boards (forums) on your website or linked to your website to build relationships and community.

21. Conduct periodic contests (e.g. photo contest or essay on how I used  your product or service) and announce the winners on your site. Stage regular giveaways and spread the word about it.

22. Offer a free e-book or e-report (e.g. white paper) on your site. The size doesn’t matter if you’re providing it for free and it’s specifically tailored for your ideal client. Provide permission for the e-book to be forwarded to others for their personal use.

23. Design some quizzes or surveys. Surveys can be created for free on SurveyMonkey. Statistics show that visitors love quizzes and assessment tools.

24. Participate in online forums including LinkedIn groups as an expert in areas related to your business. You get to ‘quietly’ promote your business in your three or four line signature. Leave insightful comments, and people will click on  your profile, and then visit your website. However, spamming unrelated areas is not recommended. Participation should be content oriented and not just a sales pitch.

25. Place your business web site address on all your printed literature — business cards, brochures, newsletters, letterhead, e-mail signature, license plates, signage, ads, paint it on your business  vehicles – Buy newspaper and yellow pages ads with your URL. Put up flyers and stickers. For businesses that want to promote locally, sponsor a local youth sports team. Do anything and everything to spread the word.

26. Promote your web address in your signature for  e-mails (change it regularly to highlight something new you’re promoting).

27. Teach classes or speak to groups about subjects relating to your products.

28. Network locally to bring people to your site.

29. Get links to your site. Get people with complementary sites link to yours. If you offer real estate closing services, ask a local realtor and others to link to you and offer a reciprocal to link to them. Links lead to clicks onto your website and help to improve your search engine rankings.

30. Buy sponsored links on other websites. That means more people visiting your site, and many sites offer a pay for performance model.

31. Buy banner ads on other websites. This helps to build brand recognition.

32. Participate in a banner exchange program. This won’t cost you anything, and will lead to a few extra visitors. You also will be spreading  your brand all over the place.

33. Pay for clicks to your site- pay for clicks or inclusion on the search engines enable people to see your site in the sponsored links section of the search results when they search for keyword phrases related to your products or services.

34. Set up an affiliate marketing program. With affiliate marketing, you can either pay per click, pay per lead generated, pay per sale, or pay per customer acquired.

35. Make public relations (PR) an integral part of  your web traffic building strategy. Get news coverage of your business and your  site. When your launch or update your website, send a press release to the media, your clients, and friends and associates, too. Approach online and  traditional media; this will often lead to others placing links pointing to
your website, which leads to more clicks and also to improved search engine rankings. Promote to editors in your target markets in your business. Reach out to print and online editors and also TV, radio, newspapers and business news media where appropriate. Coverage can be local, national or international depending on your market.

36. Use E-mail marketing. E-mail your special offers driving traffic to your site, but also provide other useful information so you can keep the open rate up and minimize opt-outs. If your e-mails are always salesy, they could lose their impact.

37. Write articles for publication on other websites that focus on your target market and get published. The author profile will link to your site. The article will show that you’re an expert. Also submit to article banks.

38. Write articles for your own website regularly and publish yourself.  This will help you to win on the search engines and gives your visitors a reason to visit your website again and again.

39. Ask for reviews. Ask for reviews of your self-published articles on  other webmasters’ websites. Ask for reviews of your website, your products,  your software, your services. These will usually include links to your articles. Also, reach out to influential bloggers that write about your target market.

40. Write briefs. Write daily or weekly news briefs focusing in on your industry or specialty area. This keeps your site “fresh” in the eyes  of the major search engines and helps you to spread a wide net when fishing for top search engine positions.

41. Create a newsletter. Ask your visitors to sign up for your  newsletter, and encourage them to send it along to people they know. Send out a newsletter regularly with teasers or lead-ins to your in-depth new articles or with special offers and the latest products.  Concentrate on the content of your newsletter instead of flashy formatting.

42. Give awards for excellent sites in your niche. This builds more links back to your site and establishes you as a credible reviewer, an expert in your space.

43. Join your local business organizations. Chambers of Commerce and other organizations will often add your site to their member directory. That’s an added advantage over the obvious business-building and networking opportunities.

44. Create an RSS feed of your website. Give people another way to interact with your content. Subscribers to your website via RSS feed are often a receptive audience.

45. Be accessible. Build your site so that it is accessible to all  browsers and on the Iphone/iPad and Android platforms. People with disabilities can be great customers, so make your site Section 508 compliant.  Online tools are available to test the Section 508 compliance of the website.

46. Have a company Wikipedia page. This can drive traffic to your website and sections of your website. Visit it regularly to make sure updates from those outside your company (allowed on Wikipedia) are accurate. Wikipedia pages can be added for specific products and services.

Even if  you don’t have the budget or resources to do all of the above to drive traffic
to your website, doing a portion of these and doing them well should take you a
long way on your quest to maximizing your website traffic.

Next Blog Topic: Ways to Drive Traffic to Your Website with Twitter, Facebook, Blogging, and LinkedIn

Thomas Publishing Company LLC is a successful early adopter of today’s growing online world. They have evolved from an industrial trade print publisher that used to send out large 17 volume directories to industrial buyers into an information and technology business powerhouse.

If you are a publisher still living in a print world, it is time to think Web and lead the charge with your editorial team.

Here is how I would get started.

1. Speak with your editorial team and other key members of your company. Have a brainstorming session with everyone involved in the process. Make a list of all of the best ideas for thinking Web first in a relaxed atmosphere perhaps while all sharing pizza.
2. Work towards starting a Web-First workflow for all editorial postings in a 24-hour cycle if feasible, and generating Web-specific content like Twitter/Facebook/SMS updates and possibly slideshows and videos in the future. Work towards a staff blog perhaps writing about the ideas brainstormed for posting #1.
3. Help every editor set up Google alerts for their area of expertise as well as create a Twitter account to reach out to the readers of their content. At every budget meeting, require an aspect of every article pitch be based on feedback from readers on the Web. Start to build a strong community with your audience online and make sure it’s a two-way dialogue.
4. Use a twitter account, to get feedback on possible new offerings and to post press releases on new products, new free e newsletters, etc. I do lots of PR.
5. After your staff starts to get comfortable with the Web, take on a big project like a continually updated news wiki or an iPhone and Android app for readers on the go. All of your projects will feed on the other skills the editorial team has acquired: covering breaking news, thinking Web-First and encouraging community involvement.

Now leverage the Web to drive action! Prospects and customers are spending a great deal of time on the Web. This gives you the opportunity to be seen and to influence them on a regular basis. To capitalize on this behavior, the Web must be at the core of your marketing and communications strategy. Utilizing Web First Marketing is the best way to do this.

Web First Marketing focuses on how best to use the Web to support and reach your business goals.

Your Web First Marketing plan should:

1. Identify all online sources, or influencers, your audiences might visit.
2. Specify how you’ll utilize your site, as well as the other online sources you’ve identified, to help you achieve your goals and influence your buyer.
3. Specify how you will incorporate the Web into all your outreach efforts.

Now let’s think Web First.  These are some key points on how to execute that strategy:

1. Widen your circle of influence. With the explosion of blogs, social networking, and user-generated content, your website is no longer the most influential source of information for your buyer. Today your buyer has immediate access to an incredible amount of unbiased information developed by other “industry experts”. You need to create a presence on the sites they go to for information. Find out where they do their research and where they look for answers. Find sites that offer up the latest opinions and news related to the products, services, or issues you focus on. Create a presence on those sites through advertising, sponsorships, and additional articles/PR. The key is to be where your prospects are when they’re looking for insight.
2. Look for ways to push your content to other sites. Don’t limit your content, or your knowledge, to just your site. Push out your audio conferences, elearning, webinars, enewsletters, reports, and work towards pushing out podcasts and white papers.Publish articles on industry sites or in industry eNewsletters. Collaborate with others on joint webinars or podcasts. Having your content and your opinions on other sites gives you outside validation and added credibility. It’s another opportunity to get in front of your prospects and influence their thinking.
3. Everybody’s talking and your prospects are listening. IT decision makers spend more time each week reading or interacting with social media than they do with editorial content or vendor-produced content. Prospects trust user-generated content more than vendor content because they see it as more objective. Get objective sources talking about you. Start by identifying peer-to-peer and community sites where your prospects go for opinions. Track down the most commonly visited blogs related to your product or services. Get them to blog about you. Join in the conversation yourself by sharing your insights and knowledge. Avoid anything that looks like you’re trying to “sell” them.
4. Start a conversation with your prospects. It’s not just about having others talk about you; you need to get the conversation started on your site too. Your prospects are actively engaged in, or reading, multiple conversations on the web. They expect to be able to engage in conversations with you too (or at least feel you are open to what they have to say). Allow visitors to vote on the most helpful white paper, webinar, or article on your site, then bubble that content up for others to see. Create polls related to industry issues and publish the results. Create your own corporate blog where experts in your company share their thoughts and arrange for other experts to join in the discussion. Send the message that you care about what your customers think and that you’re not afraid to let everyone know how they feel. Companies that provide insights and relevant content visitors benefit from are seen as more transparent and as thought leaders to be respected.
5. Engage with rich media. In addition to providing a multitude of information from a variety of sources, the web also allows companies to serve up content in a variety of formats. Flash animation, video, podcasts, and webcasts offer more dynamic, richer experiences that help engage your visitor and impact their buying decisions.
6. Think Web First in off-line channels too. It’s not all about the web. Traditional marketing channels are still alive and kicking. Offline marketing such as magazine advertisements, direct mail, seminars, or tradeshows increased online activity. Look for ways to extend the off-line experience online. Drive prospects to targeted landing pages or microsites for more information. Offer up free online assessments, or ROI tools to help prospects better evaluate your offerings. Hold a webinar or live chat session with your product experts to answer prospects’ questions.It’s the combination of pushing people to your web site from multiple channels, both offline and online, that seems to be working best.

Using the Web and a Web First marketing plan and strategy to gain a competitive edge is crucial to stay on top in a fast changing world.

The first step is to decide who you want to mail or email.  You need to focus and define your ideal target audience(s) who will find your message and offer most relevant.   Who are the most likely responders?   They often have similar attributes to your  most profitable customer groups or have bought similar products or services from competitors.  You may want to create different versions of your direct mail or email piece for these different groups of people.  You’ll want to analyze your own in-house customer list to identify your best customers and find more people like them to mail to.  80% of your business often comes from 20% of your customers.  Do you know who these customers are and what
characteristics do they have in common?  To increase sales most profitably, you want to attract new customers who will be profitable for you to sell to/serve.  Your best future customers will be most like your existing best customers.

What if you don’t have a mailing list?  You should still try to determine the characteristics
of your customers.  You may want to pay a list service provider such as D&B to get your existing customer list appended (attached) with more information about your existing customers to help you better determine their characteristics.  Write down the characteristics of your most profitable customers.  This becomes your list selection criteria for when evaluating and selecting new direct mail lists to rent.  You generally will want to list demographic information such as age, sex, income level, location, etc. as well as psychographic or lifestyle information (hobbies or interest they may have).  When mailing to businesses you’ll also want to know what’s called “firmographic” information as well (how many employees the company has, their revenue, etc.)

Armed with this information, you can then rent lists that match these characteristics.  List brokers can often arrange a merge purge of your customer list and lists you are considering renting (especially with larger databases) to determine the number of duplicates (people on both lists). The lists with the most duplicates (overlaps) with your existing customer list generally perform better than lists without many duplicates.  The duplicates indicate a new list has similar customers to those who buy from you now.

You will want to provide list brokers with a list recommendation request which typically would include history of lists you have rented for the campaign you are working on. Profitable lists are called continuation lists.  Lists you are trying out are called test
lists.  Continuation lists have the best profit potential until list fatigue sets in.
Lists are typically rented for 1X usage, although you can often negotiate multiuse or annual use discounts which only make sense for proven continuation lists.

Although the best way to find a good list broker is from experience and word of mouth, you can also find them from key direct marketing publications such as DM News and Target Marketing, from DMA annual conferences, from list broker links on the NextMark site and by asking who others use in direct marketing groups on LinkedIn.   Once you find them, it is like hitting gold.  Some have specialties (international, non-profit, etc.).  They
can help navigate you through the complex list world which includes everything from compiled to response lists and more.   They have access to services such as NextMark for searching for lists meeting your specific criteria and can provide you with a custom list recommendation which would include a summary and data
cards of the list recommendations.

Most marketers don’t realize they can also do their own search on NextMark.  They also may not know there could be 20 different lists under mergers and acquisitions attorney for instance, and the lists will often perform very differently based on a number of factors (e.g. list quality, recency, and the makeup of the  list).  Strong continuation lists can  often lead you to additional segments from these lists to consider testing.  List brokers will know or can  find out who is renting a list and the continuation renters of a list (they  rent again and again) which often leads to more profitable lists. Re-rental of a list is a good indicator that the list is performing well for another  company.   They often know which lists are not doing well for their clients or clients of their firm.

Not all lists are in the NextMark system.  Doing online Google searches including ones on  associations in your target area can often lead to additional lists which may or may not be on the market which you may be able to test subject to the approval of the listowner.  Listowners are often willing to exchange lists with you if you have a list for rent which saves list rental cost for both sides and could lead to future list rentals.

You generally need to submit a sample of your mail or email piece to your broker which is forwarded to the listowner for approval. The listowner may deny a rental to competitors or to offers they don’t feel comfortable with.  A lot of direct mail lists are not available as e-mail lists (especially association lists) but it is worth  inquiring about.  Most e-mail lists are opt-in and generally the listowner will not allow a renter to do their own e-mail blast or via a renter’s outside e-mail service provider.  Often, an e-mail list owner won’t even let a  renter have their e-mail list go into their merge purge at a 3^rd  party data processing company.  I have  found a way around this is to find out if the listowner will allow you to just have their direct mail list of the list you are renting go into your merge  purge whereby additional codes are added to each record and then the e-mail addresses are added to the records that survive the merge purge and thus can be e-mailed after opt-outs.

The base price is the price you pay to rent a list before  additional selects (e.g. hotline which indicates recency, industry, geographic,  gender, etc.)  A good list broker can
often negotiate a special net on larger rentals (e.g. 50K quantity or more) and
on smaller quantities where you can show a high duplication rate on a
continuation list you are looking to rent vs. your in-house suppression file
and other rented lists on a recent merge purge report.  They can often get selects waived to cut your list rental cost and the waived selects won’t impact their commission which
they work hard to get.  When you need to hit a certain quantity to mail and there is a limited universe of lists to choose from, you can look to negotiate on marginally profitable lists at pricing needed to hit ROI objectives.

Here are some more tips for selecting the best lists:

The best names on a list are generally “Hotline” names. These are the people who are new to the list within the past three or  six months or who have purchased or responded within this timeframe.  It’s a good idea to rent these names first to  see what the response rate is. If the Hotline names don’t respond, generally the entire list won’t either.

Be selective and precise in selecting who to mail to.  Through data-mapping, a publisher of reference books can specifically target medium  to large academic libraries. This process of eliminating inappropriate people is called suppression.

In most cases you need to test many lists for responsiveness and evaluate them relative to cost.

Make sure your prospects likely to be interested in your offer also have a proven history of acting on offers that interest them.

By selecting the best suited lists coupled with some out-of-the-box
creative ideas and strong negotiating, I was able to turn a mediocre campaign
in 2008 into a campaign that earned $700K in profit for my employer in 2009,
during the worst economic slump in nearly eight decades.  You can profit from the best lists too.

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