List Building Basics – Six Vital Keys To Running A Productive Solo Ad

By:Jaime Soriano August 12, 2013

Network Marketing

list-buildingOnline Marketing Training – 6 Critical Tips To Running A Successful Solo Ad

So you’ve decided to build an online business, and you’re looking to generate leads and build your list. Regardless of whether you’re a network marketer or an affiliate marketer, running solo ads will accelerate your list building results. And YES – in the online marketing world, your goal is to build a subscriber list of highly targeted, highly responsive leads that you have a relationship with. In this post, I’ll go over why solo ads make sense, some important keys to running a productive and successful solo ad, and a few of my personal tips I’ve learned from my own experience running solo ads that will take your marketing and list building to a whole new level.

Before going into the keys, let me go over why solo ads make sense, what they actually are, and how they work. As I mentioned earlier, having a responsive subscriber list is critical if you plan on building a profitable online business. Once you have subscribers on your list, and you build a relationship with them, you can promote products and share offers with them. Your offers can be anything from affiliate products to actual network marketing opportunities. Of course, I’m not telling you that you should not market offline, but I am telling you that online marketing and having an email list can create a tremendous amount of leverage for you.

Here’s a quick example of what I mean. If you had a list of 1,000 people in your list and you shared an offer that only gave you a 1% ratio of success, you would have 10 people take you up on your offer and buy or join whatever it is you’re promoting.

To put that in perspective, let me give you a network marketing-specific example using those same numbers (1% of 1,000 leads).

Let’s say you put together some good email copy and sent that email to your list. And let’s say you had to follow up that email with another one just to follow up on your initial offer, you would personally sponsor 10 people in 24-48 hours and all you did was send out a few emails.

mlm meetingsNow… How much work and how much time would you spend meeting with people one-on-one in your local coffee shop to personally sponsor 10 new people if you were strictly building your business offline?

Keep in mind that you’ll spend a significant amount of time meeting with people that say NO to your Opportunity. Realistically, you may have to meet with 20-30 people to bring on 10 new people into your business.

Can you see the amount of leverage you can have? Both time-leverage and effort-leverage? Again, I’m not telling you to disregard effective offline techniques and meetings. But, you can certainly make your life easier if you incorporate online marketing and list building.

Before I get off track, let me tie this all together for you and cover why solo ads are so effective.

If you’re brand new to online marketing, chances are you have a tiny list, or don’t have one at all (which is more likely). Before you throw your hands up in frustration, don’t worry… all is not lost.

If you don’t have an email list of your own yet, why not just email someone else’s list?

That’s exactly what a solo ad allows you to do. You pay someone to share your offer (affiliate product, business opportunity, etc.) with a list of buyers and prospects that they have already built. Pretty cool, huh?

Why do they call it a “solo ad”?

Because your offer will go out in an email without anyone else’s offer. Solo ad providers will often run 3-5 offers in one email to their list. This is to let people who are on a really tight budget still get their offer promoted. Unfortunately, when your offer is lumped together with 2-4 other offers, it significantly affects your conversion rate. Solo ads ensure that your offer is the only one people will see, which is obviously better than if your offer was grouped with a handful of other offers.

With that said, let me cover six vital keys to making your solo ad marketing more productive.

#1. Run Solo Ads With Relevant Providers – By far, this is the most important part of running a successful ad. There are literally hundreds of providers to run solo ads with. They key is to find providers that are specific to the niche you’re trying to target and market to.

For example, if you’re targeting people for a network marketing offer, you’re not going to run an ad with a provider whose subscriber list is primarily made up of pet owners. Now, if you are marketing an affiliate product that would be good for pet owners, then you may want to target a list composed of pet owners. But you certainly would not promote a network marketing opportunity to them.

My point is that you need a niche-specific solo ad provider. If you miss this point, not only will you get terrible results, but you’ll just be wasting your money.

#2. Contact The Provider Before Ordering A Solo Ad – Common sense tells you that you should only give your money to someone who is responsive, and actually gets back to you if you contact them. Before I run a solo ad, I always contact the provider just to see how fast they get back to me, or if they even get back to me at all. If I don’t any response whatsoever, I do not run an ad with that specific provider because I know the customer service will be terrible. Another important thing that contacting the provider allows you to do is ask them if there are other people running similar offers to yours, and how responsive is their list to the kind of offers that look like yours. This may give you an indication of whether or not running an ad with them would be a good idea.

#3. Create Good Ad Copy – Good copy writing can make or break your marketing results. It’s vital that you write a compelling offer that people will want to take you up on your call-to-action. That does not mean you have to create a hype-filled ‘spammy’ ad. In fact, doing that will give you little to no results, since people get that all day long and will just want to ignore your offer. You need to create ad copy that tells people what they will get and how they will benefit by looking at your ad or clicking the links in your ad. While having good copy in the actual body of your solo ad is important, the biggest component of your solo ad is the subject line. Without a good subject line, people won’t click your ad to even get to the actual body of the ad. Keep this in mind, when you’re putting your solo ad together.

#4. Make Sure You Are Capturing All The Leads – Make sure that when people click through your ad, they end up on a lead capture page. Do not send them to a page or site that doesn’t allow you to capture their email information. Doing so will take away your ability to follow up and build your list. With that said, I highly suggest that you have your Aweber account integrated with your capture page so you can capture, own and store all your leads. Missing this point will nullify what you’re trying to do in the first place… which is build your list.

#5. Monetize Your List – Keep in mind that emailing someone else’s list is not a magic formula that will guarantee that people buy or join whatever it is you’re offering. If you’re running a good ad with good copy with a relevant provider, you will get results. But since you’re paying money for running the ad, it’s important that you monetize all the leads that you get from the ad. This just makes business sense. Personally, after my initial offer and follow up, I promote 2-3 other affiliate offers to those leads that they may want to take me up on. Often times, the profits I make from the ‘follow up’ offers more than pays for the actual ad. Using this strategy has allowed me to consistently run solo ads and stay profitable. Ultimately, even if the leads don’t take you up on any affiliate offers, you can always ‘back end’ them into your primary network marketing business after giving them value over time.

#6. Test Small, Track Your Stats And Scale Up – With any solo ad provider, you want to test small the first time you order a solo ad with them. Don’t go crazy and spend an obscene amount of money on a solo ad without knowing if it even converts well. Run a small solo ad first, and track your stats so you know if it’s a good provider to run with. Once you see that the provider is worth running with, then and only then, should you scale up and run bigger ads with them.

With that said, when you test a small ad and the results are ‘below average’, that does not necessarily mean that your offer isn’t good or the provider isn’t good. You may want to run another small test ad using a different subject line, or tweaking the body of the ad. This is just one example of why you should be aware of keeping track with your stats. When it comes to paid advertising, be ready to test, test, and test some more.

So there you have it… Six Keys To Running A Successful Solo Ad

Personally, I’ve been able to significantly increase my lead flow using solo ads. In fact, I’ve been able to automate a portion of my ‘lead flow’ because I’ve been able to run monthly solo ad orders in a systematic way that enables me to stay profitable.

Of course, that does not mean that you shouldn’t blog daily, create videos and create articles. But since solo ads are more of a ‘set-it-and-forget-it’ form of online marketing, it should not take up any of your time so you’ll still be able to do those other forms of marketing.

Keep these keys in mind the next time you run an ad, and you’ll get great results.

To Your Success,

Jaime Soriano

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