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The following article was published in our article directory on June 17, 2020.
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Article Category: Business
Author Name: Paul K. Hanson
The limiting factor for any business is the ability to acquire and convert your traffic into paying customers. The ability to master traffic and conversions is the magic formula to writing your own ticket in the business world.
To master traffic and conversions we have to understand some basic principles. The overall goal is to get, manage and multiply traffic. Most trainers and gurus out there are not telling you this type of strategy at all. Mostly we hear the pundits talk about utilizing a platform like facebook, instagram or others in that space. The first thing I would tell you is not to rely on any one single traffic source – not that we won't use them – it's just that these platforms are out of our control and what we can't control may eventually bring about an abrupt surprise, like a sudden rate increase or even an account being shut down.
To build a solid strategy for traffic and lead generation, we need to first recognize that there are two different types of traffic – external and internal. External traffic is what we acquire through outside sources like ads with influencers, on social platforms or traditional methods like direct mail and newspaper and magazine. Our internal traffic is our list that we build through our external sources that have shown interest to our offer or offerings. Internal traffic is the traffic that we can control.
Then we must clearly differentiate between advertising, marketing and selling. Why is this important? Well, to maximize your ability to sell your product or service, there are some disciplines to put into place to make sure we optimize the traffic that we eventually acquire. Let's quickly look at some definitions.
Advertising according to Merriam-Webster is "the action of calling something to the attention of the public especially by paid announcements." I bring this up because I believe a lot of marketers confuse the idea of advertising and marketing – they are not the same. Marketing is defined as "the process of interesting potential customers and clients in your products and/or services." By these definitions, I contend that marketing begins after we have acquired some interest through advertising. Selling occurs when a customer has sufficient evidence to spend their money with you through your marketing efforts. In other words, trying to sell before presenting a compelling marketing message will diminish your results.
So, it follows that the magic happens when we can begin our marketing after we have acquired a potential customer to our list through advertising. Most people will choose to buy and will resist being sold. By differentiating the roles of advertising and marketing, we will have a much higher conversion percentage in the long run.
Advertising is easy – here we simply want to capture interest and there are many ways to do that – usually offering something of value for free like an ebook, video, PDF, webinar etc. will do the job. Once they're on your list, then you can begin marketing after you've gained some credibility and trust. This is where the magic happens. Selling is simply the natural conclusion of an effective marketing campaign.
To get started, you need to consider a method for your traffic strategy. To get more training on this and related subjects, you can register for free at http://goofproofplan.biz where we provide weekly training on this and related subjects.
Keywords: traffic, lead generation, conversions, advertising, marketing, online marketing, internet marketing, selling
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