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~ The Number One Skill That Will Generate Cash Flow. (Part 1 of
If you're feeling a bit of confusion and
frustration about how to get visitors to your website and
generate more sales, I know exactly how you feel. I felt the
same way until I stopped listening to every "big time" marketer
that came along with the latest traffic generating trick.
You've got dozens of gurus vying for your attention and every
one of them has the solution to all of your problems. Right? The
proliferation of messages that promise a traffic explosion using
new techniques can become overwhelming.
Take a deep breath.
Sit back in your chair.
Now, if you will focus your energy on a very
short list of traffic generation strategies that actually DO
work, and commit to continually improving your skills in these
few areas, you will be amazed at what you can achieve... WILL
Websites come in a wide variety of flavors,
- Minisites designed to sell individual
- Portal sites designed to sell a broad selection
- Content sites designed to provide information
Of the above site species (minisites, portal sites and content
sites), which do you think has the best chance of selling a
product and putting income in your bank account?
Let's talk about web traffic.
different internet users going to Google, MSN, Yahoo or whatever
their favorite search engine happened to be, and each individual
enters one of the following search queries:
Search #2: household hazards
chemical household hazards
Search #4: chemical household
hazards for infants
Search #5: protecting infants from
chemical household hazards
If you had a website that sold
a device that guaranteed the safety of infants by locking
cabinets containing hazardous household chemicals, which of the
above visitors do you think would be most likely to buy what
you're selling? I know. I hear you. "That's pretty obvious,
We want internet user #5 most. We may also want #3
and #4. Do we want #1 and #2? Maybe... Maybe not. The answer to
that is going to depend on what it takes to get them to our
site. But before we attempt to answer that question, HERE'S
My Question to You: "If you were
assured that you could get visitor #5 to your website, where
would you send them?"
Let's say that your website had a
variety of home safety products available. You sell everything
from fire extinguishers to first aid kits to carbon monoxide
detectors to child safe locks.
Your site's home page has
just a little bit of information on each of your home safety
product lines. Would you send visitor #5 to your home page?
Since visitor #5 just did a search for "protecting
infants from chemical household hazards", would you have better
results by sending them directly and immediately to the web page
where they can order your device that guarantees the safety of
their child from chemical household hazards?
think that I'm trying to insult your intelligence. I'm not. It's
just that I have received correspondence from other direct
marketers online concerned about the low sales of their websites
only to find out that whenever that person sent traffic to their
site, the traffic was going to their home page rather than to a
page that spoke directly to the needs and desires of the
Alrighty then? Traffic time.
only 3 ways to get traffic to your website:
1) Buy it.
2) Borrow it.
3) Steal it.
Since #3 is not an option
we're going to consider, that leaves us with "buy it" and
Before we go any further, let's talk about
the "Holy Grail" of web traffic. What is it? FREE TRAFFIC! I
want it. You want it. Every disillusioned internet marketer
Here's the truth...
It's a myth.
It doesn't exist.
There is no such thing as free website
"Ya but Ron, what if I could be #1 in Google for
'Internet Marketing' or 'Website Tools'?"
If you were
able to get there or anywhere close, what would be required?
What investment in time and resources would be required to land
a prized spot such as this? Would you be able to get there for
free? Furthermore, how long would you stay there?
face it, neither Google, Yahoo, Altavista nor MSN wants any
individual to be able to control the results of their search
engines. That's why they spend millions upon millions of dollars
every year taking steps to ensure that nobody has the knowledge
to control all of the top positions.
Is search engine
positioning something to aspire to? Perhaps. Given time. But it
will not put any money in your pocket in the short term. That's
pretty well guaranteed.
There are only 2 ways to get
traffic to your website:
1) Buy it.
2) Borrow it.
Buy it? Yes, buy it. We're not talking about fortunes changing
hands. There's no need to take out a second or third mortgage on
you home to use this strategy. Traffic can be generated to your
site for literally pennies per visitor.
Where will you
buy traffic to your website? PPC Search Engines. PPC ("Pay Per
Click") search engines give you the best opportunity to find the
most motivated buyers and get them to visit your website. This
is what you should be considering for your primary method of
generating traffic to your website.
Remember above where
we considered searcher #1 - searcher #5? We want searcher number
five on our website, right? Right. We can and will find searcher
#5 on the PPC search engines if we take the right approach. In a
little bit I'll give you a list of PPC search engines to
consider using, but first let's formulate a game plan.
Here's the basics of PPC advertising:
1) We have a
product to sell.
2) We determine what the product has to
offer and why someone might want to buy our product. (hint:
focus on benefits, not features)
3) We do some keyword
research to see if people are out there actually looking for the
solution that our product offers.
4) Assuming that
there's sufficient demand for our product /solution, we make a
list of the keywords and keyword phrases that people are
actually using to conduct their searches.
5) We write an
ad for our product in such a way that it gets the attention of
the searcher. This may mean changing ad copy slightly from one
keyword phrase to the next. Try to put yourself in the position
of the person doing the search.
6) We bid on the keywords
that we're targeting with the ad that we've written and...
Is this a viable option? Absolutely.
Google Adwords ads can be had for as little as $0.05 per click.
Overture traffic can be had for as little as $0.10 per click.
If you're selling a product for $19.95, how many clicks can you
buy and still be profitable? One sale out of 199 clicks and
you're profitable. At this rate you only made a nickel, but that
was at a conversion rate of only 0.5%! What if you had a
conversion rate of 3%? 3% (3 visitors out of 100 become
customers) doesn't sound like too much does it?
did indeed have a 3% conversion rate on a $19.95 product and
were able to buy traffic for $0.10 per visitor, here's how the
100 visitors cost you $10.00
visitors became customers and spent a total of $59.85.
Subtract your $10.00 advertising cost from your $59.85 revenue,
and you have profited $49.85 (or somewhere close after PayPal or
other selling fees).
So now, how much can you afford to
spend on traffic?
If you've been running the above
advertising campaign long enough to feel confident that a 3%
conversion ratio is something that you can count on, then do the
Your net profit is $49.85 for 100
visitors. Therefore, your "per visitor" value is $0.50 (I'm
rounding up very slightly). Knowing this is a huge advantage.
Can you find more visitors to your site for $0.20, $0.30 or even
$0.40? Of course you can, and it will still be profitable!
Obviously, the less you spend on advertising, the more you keep.
But if you could find a source of automatic traffic that you
knew was profitable, wouldn't you buy as much as you could find?
This is exciting stuff! PPC traffic can work for you. Yes,
there's a little bit of a learning curve, but that's true with
anything new that you do.
Here's a list of PPC Search
Engines that you should consider starting with:
Enhance Interactive (http://www.enhance.com)
SearchFeed Interactive (http://www.searchfeed.com)
There are only 2 ways to get traffic to your website:
2) Borrow it.
In part 2 of this series, we'll
continue our thoughts on "(1) Buy it" - traffic that is.
About the author:
Ron Hutton is a 20 year sales and marketing veteran with a passion
for coaching and training. Subscribe to "GoThrive Online", for
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