With all of the marketing jargon about sales funnels, sales cycles, message matching and utilizing enticing value propositions to encourage click throughs and conversions its easy to forget what proceeds them –“causation”, and why it matters.
Traffic Sources, Visitors and Conversion
Those aspects are merely “effects”, but what about taking a step back and looking at the “source” – such as the prospects, their emotional state, and how they found you, which refers to “traffic and traffic sources” as the fulcrum of conversion.
Alternatives to SEO
While we are staunch supporters of search engine optimization, the thing about SEO is, if you don’t stick it out until your website or pages become an authoritative source or have enough popularity to hold their own or defend themselves from being flanked and overrun by competition, then you are just another search engine result that could get rolled off the page.
Similarly, each position your page diminishes in the SERPs (search engine result pages) represents a smaller percentage of click throughs you can garner from that position, which is why diversity is important.
It is necessary to diversify your traffic sources as much as possible to (a) acquire as many relevant signals as possible and (b) facilitate as many conversions as possible through creating an appealing conversion funnel; which leads back to our original point. It’s not so much how visitors arrive, it’s that they in fact, do arrive and are greeted with the appropriate funnel.
It’s All About Traffic Sources
For those using various methods to deliver relevant visitors to their website instead of relying one one sole source alone, the advantages are unparalleled.
Examples of traffic include:
- Joint Venture Deals
- RSS Aggregators
- Content Syndication
- Video Optimization
- Affiliates and Affiliate Offers
- Contextual Ads
- Banners and Rich Media
- Pay Per Click
- Web 2.0 and Social Media
The only thing more attractive than hedging traffic across multiple mediums or across multiple domains is when an unrealized source or undervalued source of traffic spikes which results in higher conversions. Even when presented with the affiliate SEO marketing, mentality (managing multiple sites and targeting various traffic sources, ads, SEO, PPC, reciprocal, etc.), it still boils down to time, energy, management and ROI.
Getting to the point where a web property evolves from a fledgling /new site in the sandbox into a trusted authority site replete with following or fresh inroads from other websites via links, PR, social media or otherwise is not an easy endeavor.
Conversion Pros and Cons
Regardless of the medium, realize that each type of traffic brings its own advantages and baggage or has its price as far as management time or procurement time (from the standpoint of what it took to utilize it). Ideally, a robust internet marketing campaign fires on multiple cylinders and it not entirely dependent on one modality any more than another.
Its through a mixture of diversity and matching the message of the medium that represents the greatest accolades worth investing in regardless of if it is one web property or a stable of properties online.
Time is your greatest asset; hence efficiency and effectiveness is the real barometer of success. If you can implement tactful and ethical ways to (a) identify traffic sources that are conducive to your theme (b) negotiate a happy medium between your website and theirs (paid / sponsored banners, contextual or editorial references, or endorsements) then it is merely a matter of time before your website becomes a hub that can “pass along traffic” to others. In which case, your web property becomes an asset and not a liability.
The most difficult part for most is that they are too close to see when improvement is needed, and even after identifying what needs to be improved, the method is not always clear. Without overstating the adage about putting too many eggs in one basket, it is important to evolve and to look beyond your current method of online marketing to find diamonds in the rough that just need a little pressure to release the luster and vibrancy of latent potential.
Diversity, Opportunity and Stability
While there is no need to rehash the obvious for those with tunnel vision, there are no shortcuts using a bottom-up approach to market domination, you either leverage your capital, time, or strategy with diversity or take the risk of being a small player in a much larger playing field with aggressive undertones flanking you from all sides.
Not all markets are harsh or competitive, but the ones that typically are, represent the most lucrative returns. The thing to keep in mind is, while Google is great as a source, there are different ways to achieve the same objectives – sales. The take-away here is not to squander your time or attention on any one medium alone. Diversity is opportunity in disguise, embrace it and flourish or ignore it at your own cost.
Suggested reading:
- 21 Untapped Traffic Sources
- 28 Ways to Make Money With Your Website
- The Definitive Guide to Traffic Source Diversity
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