When Does Traffic Almost Not Matter?

Why do you as a marketer usually blog, write articles, and place ads?  Many might say to get traffic.  However that is usually not the desired end result.  The usual desired end result is to get leads and to make sales.  Sure you want a swarm of traffic coming to your site but what good is a swarm of traffic if no one opts into your site and/or buys something from you.

How to Get More Opt-Ins and/or Sales From Your Traffic.

In order to get more opt-ins and/or sales you have to offer your traffic something for free that they would feel is worth exchanging their information for.  You need to offer something to your target prospect that would make them uneasy, anxious and perhaps even lose sleep if they don’t opt in and have it.  Maybe a mp3 of ways to save time that they can download.  People like mp3s and people like saving time.  You might also offer an email of a marketing routine that they could follow, etc. 

How to Not Get More Opt-Ins from Your Traffic.

Examples of bad opt-in invitations include “join my newsletter,” “subscribe to my news feed,” etc.  These are bad opt-in invitations because they put into the minds of the prospects that you will be sending all sorts of stuff to their email.  Most people are already inundated with emails and really don’t want another email coming into their inbox.  “Join my newsletter” suggests a long term commitment.  It gives the impression that there will be an information overload.

Another example of a bad opt-in invitation is “Enter your information to get a powerful message from me.”  This type of invitation does not mention what’s in it for the prospect.  How does the prospect know that they will be interested in the message?

Still another type of a bad opt-in invitation is “free gift.”  The question this leaves in the prospects mind is “Why do I want this gift?”

Remember, that most of the time the main reason that marketers blog write articles and place ads is to get leads and make sales.  Generating swarms of traffic is good only if that traffic is converted into leads and eventually sales.  It is better to have low traffic and high conversions into sales than high traffic and no conversions into sales.   Unless you have an information only site, traffic almost really does not matter if you are not getting leads and eventually sales.

If you learned anything new from this article then please leave a comment.