Lots Of Traffic vs. The Right Traffic

Getting traffic to your sites continues to be the #1 issue people bring up.  When evaluating a client’s funnel, I typically ignore their request for more traffic and diagnose the real issues which are their website, offer, or sales funnel.  But once we fix those things, it’s fine to get into traffic issues.

As I’ve always said, it’s not about how much traffic your get, it’s about getting the right traffic.  We can’t get people to respond if the offer doesn’t match what they want, so getting a bunch of people to the site isn’t the goal.

Traffic seems to be the one area where things change quite rapidly, and strategies and tactics that work one day, are not effective 3 months later.  Google remains the key source of targeted traffic for our clients, but we’ve noticed that Adwords (both Search and Content) seems to have lost some of its effectiveness as harnessing a consistent flow of visitors.  It has really become a game (yes, a game) of seeing how many places and sources you can get on Google’s first page.  So not just being in one of the top 3 spots on Adwords, it’s also being listed in the News items, Local listings, YouTube videos, organic listing, and social networks - specifically Facebook and Twitter.

For us, being an expert in Adwords, it’s a lot to keep up with all things traffic, so we’ve secured an alliance with a colleague and firm that spends all of their time in the "laboratory" to figure out what Google is doing and how to use new strategies to capture more virtual real estate.  We’re seeing tremendous results and DECREASING lead costs by employing more diversity and strategy to our traffic efforts, and utilizing all the technologies to be seen rather than just Google Adwords.  The fruits of this alliance will be rewarding for our clients moving forward.