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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: Plans for 300-unit apartment building in Carteret can't move forward without traffic study Central New Jersey News Beyond Traffic Safety: Building community belonging and safety in public spaces City of Portland, Oregon (.gov) LIVE: 'Obstruction in road' causing traffic on main Swindon road Swindon Advertiser Palm Beach will not impose restrictions on building permits to ease traffic woes Palm Beach Daily News Woman Survives Extraordinary Traffic Crash into Building SPD Blotter (.gov) Temporary Traffic Changes as Building S Upgrades Begin Santa Fe College Traffic building up on I-690 near Syracuse after reported multi-car crash shuts down west lanes Syracuse.com LIVE: 'Obstruction in road' causing traffic on A419 This is Wiltshire Collapsed building causes road closures on Main Street at 14th Street in Jacksonville’s Urban Core News4JAX LIVE: Crash on A3102 with traffic building The Wiltshire Gazette and Herald A Guide to Executive Function Center on the Developing Child at Harvard University Palm Beach's search for traffic solutions takes the spotlight at town hall forum Palm Beach Daily News Aidilfitri exodus: Traffic building up on WCE, over 170,000 vehicles set to ply expressway daily Malay Mail Delays and heavy traffic due to broken down vehicle Yahoo News UK LIVE: Crash on major A-road near Swindon with traffic building Swindon Advertiser North Loop's Traffic Zone building becomes Wheelhouse, adds Tono Pizzeria The Business Journals Businesses, traffic impacted by building fire in Kealakekua Hawaii News Now Bethel neighbors raise traffic, rock blasting concerns over 26-unit affordable housing project News-Times Businesses, traffic impacted by South Kona building fire Hawaii News Now Delays for drivers into Portsmouth with one lane closed on the M275 portsmouth.co.uk Carmel City Council delays vote on Proscenium III bonds amid questions about traffic, building uses Current Publishing Johns Hopkins, Remington residents clash over AI center’s impact on traffic, parking and the environment Baltimore Sun Chicago traffic: Driver crashes into building in Garfield Park at Madison and Pulaski, video shows ABC7 Chicago Fire in Downtown Building Shuts Down Traffic on Twohig sanangelolive.com Building a High-Traffic, Large-Scale Django & Stripe E-commerce Website [Part 1]: Authentication Medium Southbridge residents blame speeding for building collapse, demand traffic safety measures The News Journal Fire at tire storage building impacting traffic in Yakima fox41yakima.com Decker Towers Gets Reprieve From Drug Traffic, Squatters Seven Days | Vermont's Independent Voice Construction at historic court building leads to traffic changes in downtown Wilmington The News Journal Keep building and the traffic will get worse Villages-News.com Fix traffic before building natural gas plant, residents tell PSC North Dakota Monitor Residents pan proposed Main Road medical office building and new traffic light at Union Avenue RiverheadLOCAL Traffic at issue in developer's plan to convert office building in Bernards Central New Jersey News DFW keeps building roads, but traffic gets worse. Here are Tarrant’s most clogged roads Fort Worth Star-Telegram Fire flattens building off US 21; slow start to Monday commute in northern Beaufort County Hilton Head Island Packet Miller Home: Secret to Building Traffic & Profits Furniture World Magazine Return-to-Office Traffic Reaches Record Level CommercialSearch Traffic stop ends in crash near Georgia Capitol building, Fulton sheriff’s office says Atlanta News First Perth traffic: Truck crashes into apartment building on Mounts Bay Road, driver taken to hospital PerthNow LAFD Tackles Major Blaze in Vacant Sawtelle Building, Prompts Traffic Advisory on Bundy Drive Hoodline Juveniles lead police on chase, crash into Holland building and knock out traffic light - WZZM13.com Traffic Alert: Tennessee Blvd Closes Following Building Fire Wilson County Source Season in review: Palm Beach tackles development concerns, traffic congestion, parking Palm Beach Daily News LIVE: Delays on major A-road in Wiltshire after report of crash Wiltshire Times Palm Beach pushes consideration of Paramount Theatre project to July Palm Beach Daily News Protests, Traffic, Crowds: Court Braces for a Trump Trial Like No Other The New York Times LIVE UPDATES: Traffic building after crash on M60 The Bolton News Building collapses near Botanique, tram and car traffic may be disrupted until Thursday The Brussels Times Heavy traffic building on M6 and M55 after crash near Preston Blackpool Gazette |
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