Traffic is the life blood of leads and new clients or customers
Once you have created that fine piece of content – go and PROMOTE it
If you are commuting in and out of town the last thing you want is lots of traffic – it clogs everything up and if it rains as well …. well you know what happens then !!
However, for Digital Marketers TRAFFIC is vital. When we produce CONTENT – a blog post, a video, a piece of research, a white paper etc etc we PROMOTE it wherever we can in order to find Traffic that we can CONVERT into visitors.
We are basically going Fishing!
We think about where we might find a likely school of fish and we drop in the baited hook. As I am not actually a fisherman I don’t want to get too technical on the analogy but we have various tools and our knowledge and experience – just as the deep sea fisherman has sonar and his knowledge and experience – to help us find these schools of fish.
However, for the fisherman and us it is not a precise science.
If we know what sort of fish we are looking for then we know roughly the best place to fish. However, like the oceans the Internet is a big place and sometimes the numbers are not there or if they are they are not the right type of people.
Also, we don’t really have big nets to catch people with – we have something more like a rod, line and bait.
So, before we get too caught up in this analogy the way it turns out is that you have to PROMOTE your Content and yourself in a number of different places and in a number of different ways before you get the visitors, leads and orders that you want.
You may have heard of the terms Owned Media , Paid Media and Earned Media? Basically it means that you use your own digital assets to promote something e.g. your social media accounts; you pay for promotion e.g. on Facebook or you ‘earn’ promotion e.g. somebody takes your blog and refers to it in theirs – just like I am going to do with this blog from Matt Gratt over at BuzzStream who goes into more detail about Content Promotion. Here’s another blog post for you on the same subject.
We often use the HubSpot phrase ‘Get FOUND, CONVERT and then ANALYSE how you did it’.
Getting found in Google searches for relevant search words and phrases is certainly one way of getting traffic. Recently we blogged about how we got top positions in Google searches for Wealth Management related searches where the amount of traffic is huge (20-55 million responses ).
One of the primary objectives of the Digital Marketing Ecosystem is to build you a platform from which you can dominate almost any search term. It is, in some ways, a little strange to think that we can dominate ‘Wealth Management‘ with our Digital Marketing orientated Internet Presence.
Getting found in Google searches is just Option 1 of many promotion options. Within this option there are many potential sub-options e.g. different ways of getting a natural or organic listing – using websites or blogs, Domain Name Optimisation (DNO), Google Maps etc. We could also resort to Pay per Click or Adwords if we wanted to.
Another way of finding traffic is to buy or rent an email list and send out a Solo Advertisement . How effective it is depends on many factors but it is certainly an option.
Also options are the use of the various Social Media sites and again in various ways. Each of the of the Social Media platforms (Facebook, Twitter, Google +, YouTube, Pinterest etc) have different options for promotion and advertising. Some of the promotional options are not as expensive as you might think – at least once you have worked out how to do them cost effectively they aren’t anyway.
There are many other options for where you can find traffic,some mentioned in the blog links I included.
We have not really spoken about the ‘Path to Conversion’ i.e. once your promoted content has been found how someone becomes a lead and then, eventually, a client or customer.
This is deliberate because what I want to talk about here is TRAFFIC.
TRAFFIC in many ways overcomes shortcomings in content quality. This is a hotly debated topic. Some people think that you have to have ‘High Quality’ to get the ‘right traffic’ or visitors. It is , in fact, only partly true. Actually there are many, many examples of ‘good enough being good enough’. Your blogs don’t have to be perfect they have to be good enough. Your videos don’t have to be perfect, good enough will do it. In some cases too high quality can work against you and mediocre quality can work for you.
Whatever the truth of this what I want you to do is to think about TRAFFIC and PROMOTION.
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