Traffic Building Information |
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Traffic Generation: The Number One Skill That Will Generate Cash Flow (Part 1 of 3)
If you're feeling a bit of confusion and frustration about how to get visitors to your website and generate more sales, I know exactly how you feel. I felt the same way until I stopped listening to every "big time" marketer that came along with the latest traffic generating trick. You've got dozens of gurus vying for your attention and every one of them has the solution to all of your problems. Right? The proliferation of messages that promise a traffic explosion using new techniques can become overwhelming. Time out. Take a deep breath. Sit back in your chair. Relax. Now, if you will focus your energy on a very short list of traffic generation strategies that actually DO work, and commit to continually improving your skills in these few areas, you will be amazed at what you can achieve... WILL achieve. Websites come in a wide variety of flavors, including... - Minisites designed to sell individual products Of the above site species (minisites, portal sites and content sites), which do you think has the best chance of selling a product and putting income in your bank account? ANSWER: Minisites. Let's talk about web traffic. Imagine 5 different internet users going to Google, MSN, Yahoo or whatever their favorite search engine happened to be, and each individual enters one of the following search queries: Search #1: hazards Search #2: household hazards Search #3: chemical household hazards Search #4: chemical household hazards for infants Search #5: protecting infants from chemical household hazards If you had a website that sold a device that guaranteed the safety of infants by locking cabinets containing hazardous household chemicals, which of the above visitors do you think would be most likely to buy what you're selling? I know. I hear you. "That's pretty obvious, Ron." We want internet user #5 most. We may also want #3 and #4. Do we want #1 and #2? Maybe... Maybe not. The answer to that is going to depend on what it takes to get them to our site. But before we attempt to answer that question, HERE'S SOMETHING CRITICAL... My Question to You: "If you were assured that you could get visitor #5 to your website, where would you send them?" Let's say that your website had a variety of home safety products available. You sell everything from fire extinguishers to first aid kits to carbon monoxide detectors to child safe locks. Your site's home page has just a little bit of information on each of your home safety product lines. Would you send visitor #5 to your home page? Or... Since visitor #5 just did a search for "protecting infants from chemical household hazards", would you have better results by sending them directly and immediately to the web page where they can order your device that guarantees the safety of their child from chemical household hazards? Please don't think that I'm trying to insult your intelligence. I'm not. It's just that I have received correspondence from other direct marketers online concerned about the low sales of their websites only to find out that whenever that person sent traffic to their site, the traffic was going to their home page rather than to a page that spoke directly to the needs and desires of the visitor. Alrighty then? Traffic time. There are only 3 ways to get traffic to your website: 1) Buy it. Since #3 is not an option we're going to consider, that leaves us with "buy it" and "borrow it". Before we go any further, let's talk about the "Holy Grail" of web traffic. What is it? FREE TRAFFIC! I want it. You want it. Every disillusioned internet marketer wants it. Here's the truth... It's a myth. It doesn't exist. There is no such thing as free website traffic. "Ya but Ron, what if I could be #1 in Google for 'Internet Marketing' or 'Website Tools'?" If you were able to get there or anywhere close, what would be required? What investment in time and resources would be required to land a prized spot such as this? Would you be able to get there for free? Furthermore, how long would you stay there? Let's face it, neither Google, Yahoo, Altavista nor MSN wants any individual to be able to control the results of their search engines. That's why they spend millions upon millions of dollars every year taking steps to ensure that nobody has the knowledge to control all of the top positions. Is search engine positioning something to aspire to? Perhaps. Given time. But it will not put any money in your pocket in the short term. That's pretty well guaranteed. There are only 2 ways to get traffic to your website: 1) Buy it. Buy it? Yes, buy it. We're not talking about fortunes changing hands. There's no need to take out a second or third mortgage on you home to use this strategy. Traffic can be generated to your site for literally pennies per visitor. Where will you buy traffic to your website? PPC Search Engines. PPC ("Pay Per Click") search engines give you the best opportunity to find the most motivated buyers and get them to visit your website. This is what you should be considering for your primary method of generating traffic to your website. Remember above where we considered searcher #1 - searcher #5? We want searcher number five on our website, right? Right. We can and will find searcher #5 on the PPC search engines if we take the right approach. In a little bit I'll give you a list of PPC search engines to consider using, but first let's formulate a game plan. Here's the basics of PPC advertising: 1) We have a product to sell. 2) We determine what the product has to offer and why someone might want to buy our product. (hint: focus on benefits, not features) 3) We do some keyword research to see if people are out there actually looking for the solution that our product offers. 4) Assuming that there's sufficient demand for our product /solution, we make a list of the keywords and keyword phrases that people are actually using to conduct their searches. 5) We write an ad for our product in such a way that it gets the attention of the searcher. This may mean changing ad copy slightly from one keyword phrase to the next. Try to put yourself in the position of the person doing the search. 6) We bid on the keywords that we're targeting with the ad that we've written and... Wa-la! Traffic. Is this a viable option? Absolutely. Google Adwords ads can be had for as little as $0.05 per click. Overture traffic can be had for as little as $0.10 per click. If you're selling a product for $19.95, how many clicks can you buy and still be profitable? One sale out of 199 clicks and you're profitable. At this rate you only made a nickel, but that was at a conversion rate of only 0.5%! What if you had a conversion rate of 3%? 3% (3 visitors out of 100 become customers) doesn't sound like too much does it? If you did indeed have a 3% conversion rate on a $19.95 product and were able to buy traffic for $0.10 per visitor, here's how the math works: 100 visitors cost you $10.00 3 visitors became customers and spent a total of $59.85. Subtract your $10.00 advertising cost from your $59.85 revenue, and you have profited $49.85 (or somewhere close after PayPal or other selling fees). So now, how much can you afford to spend on traffic? If you've been running the above advertising campaign long enough to feel confident that a 3% conversion ratio is something that you can count on, then do the math backwards. Your net profit is $49.85 for 100 visitors. Therefore, your "per visitor" value is $0.50 (I'm rounding up very slightly). Knowing this is a huge advantage. Can you find more visitors to your site for $0.20, $0.30 or even $0.40? Of course you can, and it will still be profitable! Obviously, the less you spend on advertising, the more you keep. But if you could find a source of automatic traffic that you knew was profitable, wouldn't you buy as much as you could find? This is exciting stuff! PPC traffic can work for you. Yes, there's a little bit of a learning curve, but that's true with anything new that you do. Here's a list of PPC Search Engines that you should consider starting with: Google AdWords (http://www.adwords.google.com) There are only 2 ways to get traffic to your website: 1) Buy it. In part 2 of this series, we'll continue our thoughts on "(1) Buy it" - traffic that is. Copyright 2005 Ron Hutton Ron Hutton is a 20 year sales and marketing veteran with a passion for coaching and training. Subscribe to "GoThrive Online", for big juicy marketing tips in small, easy-to-chew, bite size servings. 17 Free Cool Tools... http://www.gothrive.com
MORE RESOURCES: NAHB/Wells Fargo Housing Market Index (HMI) | NAHB National Association of Home Builders Palm Beach tackles development, traffic, parking during winter season Palm Beach Daily News Traffic building — on Vermont roads and at rest-stop bathrooms Local 22/44 News Fire Press Release - March 19, 2024 Anne Arundel County Live eclipse traffic: Here's where traffic is heaviest for the eclipse The Columbus Dispatch St. Louis foot traffic increasing despite condemned building break-ins KTVI Fox 2 St. Louis New CMU building could disrupt Oakland traffic for years NEXTpittsburgh Building Owner Seeks One-Way Traffic on Water Street in Downtown Wheeling Wheeling Intelligencer Road partially blocked and traffic building after crash Yahoo News UK Palm Beach pushes consideration of Paramount Theatre project to July Palm Beach Daily News Hwy 316 crash in Dacula: GDOT 11Alive.com WXIA City councilors propose building a traffic light outside Bellamy School - Western Massachusetts News City councilors propose building a traffic light outside Bellamy School Western Massachusetts News New building plans at West Holmes move to traffic study, location Wooster Daily Record Traffic rerouted in Antigo after partial building collapse Wausau Pilot and Review Queueing traffic building along Silver Jubilee Bridge both ways Runcorn and Widnes World PODCAST: CT is cutting corners, and building traffic circles instead The Connecticut Mirror Building Trust One Traffic Stop at a Time | Bureau of Justice Assistance Bureau of Justice Assistance Updated plan for Paramount Theatre in Palm Beach fails to win over neighbors - Palm Beach Daily News Updated plan for Paramount Theatre in Palm Beach fails to win over neighbors Palm Beach Daily News North Attleborough will detour traffic on Broadway over concern about unstable building - Turn to 10 Traffic building up at Ireland’s airports ahead of St Patrick’s Day Airport World Online SpY Transforms a Ghent Building into a Spiny Thicket of Bright Orange Traffic Cones — Colossal Colossal Destruction of building expected to affect traffic FOX21News.com Demolition of building burned in massive First Hill fire to begin as traffic woes continue KIRO Seattle Texas solar eclipse: The big day is finally here San Antonio Express-News Will America ever stop building more highways? The Washington Post 18-wheeler crashes into building along I-35 service road, causes major traffic delays KEYE TV CBS Austin Protests, Traffic, Crowds: Court Braces for a Trump Trial Like No Other The New York Times Protesters block traffic in Center City, calling for an end to war in Gaza as part of national A15 demonstrations The Philadelphia Inquirer Traffic building along M62 near Birchwood due to obstruction on road Warrington Guardian Traffic lanes mostly reopened at Colfax and Peoria, still impacted by building demolition FOX 31 Denver CPD: 1 dead after driver fleeing from traffic stop crashes into building WCPO 9 Cincinnati Palm Beach neighbors pan Paramount project as council pushes discussion to March Palm Beach Daily News Watch: Meta's engineers on building network infrastructure for AI Facebook Engineering Columbus startup raises $1.3M toward building lighter, safer traffic barrier - The Business Journals Columbus startup raises $1.3M toward building lighter, safer traffic barrier The Business Journals UPDATE: Interstate 70 reopens to traffic between Silverthorne and Denver following crash, slide-offs Summit Daily Road blocked after crash on Burnham Gate, Burnley Lancashire Telegraph Shooting In Orlando: Police Investigation Leads To Traffic Buildup Near East Colonial Drive Times Now Traffic, construction, potholes: When building bigger roads no longer works WKMG News 6 & ClickOrlando Road blocked after crash on Highfield Road, Blackburn Lancashire Telegraph Wildlife Money Trails Building Financial Investigations From Wildlife And Timber Trafficking Cases In The European ... TRAFFIC - Wildlife Trade News Roads blocked after crash in Barley and Rawtenstall Lancashire Telegraph KeNHA announces closure of Mai Mahiu-Narok Road People Daily Traffic building on Sweet Briar Road in Norwich after crash Norwich Evening News M27 Traffic News: Heavy traffic building for morning commuters Portsmouth News Bank Holiday weekend traffic building up North Wales Live Traffic building on A140 in Newton St Faith after crash Norwich Evening News Traffic building on M275 southbound as people head into city for Pompey F.C celebrations Portsmouth News Traffic building up on several major highways Feb 8 morning The Star Online Rosyth: Car crash causes traffic to build on Admiralty Road Dunfermline Press Severe delays and traffic building on M65 after crash Lancashire Telegraph Downtown Development | Penn Traffic building, other large spaces slow to see development TribDem.com Traffic building up rapidly on expressways as people head for hometowns New Straits Times M4 traffic building as Easter getaway begins South Wales Argus |
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