By Ross Goldberg
Every Internet Marketer I’ve ever spoken to would be thrilled if they got more traffic. It seems to be the most perplexing part of internet business.
The part I find funny is that some of the greatest marketing minds I’ve ever met are doing it wrong.
Sure, they make plenty of money. However, they’ve set their business up to be knocked down in a brief moment.
I’ve been studying online traffic for more than a decade and the 5 truths I’m going to share with you today are going to be enough to set you apart from nearly every competitor in your market.
All you have to do is listen and apply what you learn from them.
It’s Not About You
Unless you’re an info marketing guru, nobody cares about your expensive car. They don’t want to hear about your extravagant life either.
Who is this “they” I’m referring to?
They don’t care about you. They care about them.
What can you do for them?
Do you actually care about how much difference your product will make in their lives?
Are you going to help them if something bad happens after they buy?
Most importantly: Does your product help solve the problem it promises to solve?
Get that right and your customers will tell anyone they know how awesome you are.
The Wrong Target Will Never Buy
You’ve got a killer product and a shiny new website that sells it.
Hundreds of hours invested have produced something you’re proud of and excited to sell.
You hit go, send, and start a set of ads expecting sales notices.
Yet, they never come.
The truth is that the quality of your product only matters if you show it to the right people.
Your targeting is everything when it comes to online traffic.
If your offer isn’t selling either it’s not as good as you thought or you’re showing it to the wrong people.
Competition Isn’t Always Good
You see all of this experts killing it in a market where you have a little knowledge and you believe you can do better.
You enter the marketplace with a “1,001 Ways To ______” guide and expect the sales to start flowing.
Instead of your success, you get to watch your offer blow by like dust in the wind.
A generic offer is good for almost nobody unless you already have a huge audience that’s generic enough to want it.
How is this fixable?
Change the product name to be specific to an exact type of person in an exact situation.
Targeting parents? Change it to parents of twins or diabetic kids or children with developmental disabilities.
Targeting weight loss? Adjust it to obese enough to need surgery or postpartum mothers or aging men.
Targeting business opportunity seekers? Switch it to people that don’t want to work 50 hours a week or someone that has previously bought a franchise or a person that wants to leave their job.
With as much information as there is available online, you have to be unique. Once you get your primary target figured out and get your offer selling, make minor adjustments to your product and put it in front of a new subset of the big audience you want a piece of.
When Online Traffic Is Working, Spread It Around
You’ve chosen a primary online traffic source and sales are coming in nicely, better than you expected.
You grow and scale your budget to coincide with the increased sales you’ve got and are seeing a nice spike in your income.
What next? You can’t pull anything more from this source.
You take whatever assets you’ve produced to make that traffic work so well and you take it to a competitor.
If you can get an ad to convert on Facebook, you can easily get it to work on Google or some other network.
If you’re generating social traffic on Facebook, you can take the process that works there and adjust it to work on Instagram, Twitter, or any other social network. The group may not be as big, but your prospects are there.
If you’ve gained a couple of top rankings on Google, take the steps necessary to rank on Bing, too. Target new keywords. Repeat your process to rank all over the place.
If you want to win in your market, the more places you can get online traffic from the better it will be for your business.
Tomorrow’s Success Is Never A Guarantee
If you put 100% of your focus on SEO, you’re relying on Google™ operating the same way tomorrow as it does today. They could pull a switch and change everything tomorrow with no warning.
If you put 100% of your focus on Facebook™, they could double your ad costs tomorrow. They could shut down your account for breaking some weird policy you didn’t know exists. They could do anything they want and there is nothing you can do about it.
That’s why you have to have multiple traffic sources, even if they’re all similar.
The single worst thing that can happen to a business is for their sole traffic source to dry up or be otherwise unavailable. Without their traffic, you have no sales.
I know these statements are a bit harsh, but the truth is that ignoring any of these is setting your business up to fail at any point in time. Be better than that. Do what it takes to create a business that thrives and does more than just survive.
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