How many times have you heard a guru teach his followers that certain traffic sources are worthless? You probably believe the same. However, we shall take a look at what really brings about conversions from visitor to customer (Which is the bottom line that determines what we call great traffic sources)…
The basic marketing process starts with traffic and ends with a sale. However, between traffic and the sale there is a critical element that determines whether your traffic (or visitor) eventually becomes a buyer (or customer): Your ability to connect with them.
Many webmasters have been spoiled silly by search engines that all they now do when creating or sourcing content for their pages is to look at their target keywords. There’s really nothing wrong with that. In fact, it is correct because it tells them who their visitor is, what he/she is looking for and what would satisfy their search. However, it should NOT be the default approach irrespective of traffic source. So when they upload content based on keyword research, they are able to make that critical connection. This gives them good conversions and so they are enslaved to search engine traffic.
Webmasters or marketers like to go with the same mindset when they do, say, Facebook adverts. However, the very nature of this platform means that they are NOT attracting people who are actively searching for what they want to offer. But that’s NOT the problem. The problem is that the marketer fails to make the right connection. When people go to Google, they are actively searching for information. However, when they go to Facebook, they are trying to socialize. Look at Google more like a business meeting and Facebook like a party. You may have the exact same people in both situations but they are in different moods. To connect with folks in the business mood, you go straight to the business (That’s what most marketers are used to because of their long dependence on Google). However, for you to connect with folks in the party mood, you have to socialize. How would you feel if someone tries selling you a life insurance policy during your birthday party? You’ll be turned off NOT because such a policy is useless, but because the timing and approach is wrong. However, what if such a person says very kind things to you and even gives you a wonderfully worded birthday card? What if you really find them to be very interesting and, in your curiosity, ask them what they do for a living? You might eventually book an appointment to discuss a life policy but that was NOT how you connected with this fellow. Don’t treat traffic like an inanimate thing. Traffic refers to human beings- customers, who see your advert and then decide to click through. If you get that straight and put yourself in their frame of mind considering where they are at that point in time, you’ll be able to communicate to them in a way that will help you make the connection.
What’s the take away here?
Different traffic sources require different approaches for you to make that all important connection. Get it right and you will drive a lot of qualified prospects to your offers. Get it wrong and you’ll join the masses in crying, “It doesn’t work!”
