- What is Traffic?
- What are the main sources of targeted traffic?
- Where should you send your targeted traffic?
- What is cold traffic?
- Who should you send directly to a sales page?
- Why the focus on traffic is misguided.
- Three Simple Steps to Creating the Foundation for a Profitable Online Business
The video above covers the first step in what Project Life Mastery calls “5 Must-Have Marketing Campaigns”. The video covers the first of these, which is traffic to a sales page.
What is Traffic?
Traffic means visitors, and it should mean highly targeted (interested) visitors to your offers, wherever they are on the web (either your own web-page or sales pages on 3rd party platforms like Amazon, Etsy, Gumroad, E-Junkie, Udemy, Teachable, Thinkific, and more).
What are the main sources of targeted traffic?
Paid sources of visitors include:
- Facebook ads
- Google Adwords
- Banner ads
- Solo ads (ads to the email lists of referral marketing or joint venture partners)
- And many others
Unpaid sources of web visitors include:
- Organic visitors that discover your site because it is optimized for search engines such as Google and Bing
- Visitors who see your content on YouTube
- Social media visitors from Twitter, Facebook, Instagram, LinkedIn, or Pinterest
- Press Releases
- Guest posting
- Podcast interviews (either ones you host or getting interviewed by others)
- Forum posting
- Blog commenting
- And many more.
Where should you send your targeted traffic?
The goal is to send traffic to a page on the internet where they can discover more about your offer and eventually become a client.
The campaign described in the video is about attracting traffic to a sales page. This could be a product page or long form sales page. The video suggests sending traffic to a sales page.
I disagree with the idea of traffic directly to a sales page (and the video does walk this back a bit with a more nuanced breakdown of the type of traffic you should target).
I wouldn’t send cold traffic directly to a sales page.
What is cold traffic?
Cold traffic refers to people who don’t know you yet. The first time they’ve ever heard of you is through your ad or post on a forum, or an article on your site.
Who should you send directly to a sales page?
You can send what marketers refer to as “warm traffic” to a sales page. These include your existing customers, email list subscribers, group members or fans, people you know or who are referred to you by people they trust.
Should I ever target cold traffic?
Yes! Cold traffic is the flow of oxygen to your business. If you’re just starting out, it’s essential to have a process where people who don’t know you, come to know of you and your offers and eventually buy, if what you offer can truly help them.
You just need a process to convert cold to warm, getting them to know you. So you could send cold traffic to your content, or webinar so they get a sense of who you are and the value you provide. This doesn’t have to be a long sequence. Some systems, like Clients on Demand, show you how to convert cold traffic to high ticket buyers in less than 48 hours using webinars and Facebook ads. The key is having a killer, transformational offer and being able to close clients over the phone.
So you could send cold traffic to your content, or to a webinar so they get a sense of who you are and the value you provide. This doesn’t have to be a long sequence. Some systems, like Clients on Demand, show you how to convert cold traffic to high ticket buyers in less than 48 hours using webinars and Facebook ads. The key is having a killer, transformational offer and being able to close clients over the phone.
This doesn’t have to be a long sequence. Some systems, like Clients on Demand by Russ Ruffino, show you how to convert cold traffic to high ticket buyers in less than 48 hours using webinars and Facebook ads. No sales page needed! The key is having a killer, transformational offer and being able to close clients over the phone.
Why the focus on traffic is misguided.
There is an obsession online with “growing traffic.” If you just get enough visitors to your offers or product pages, you will make money. Just get more and more traffic. Thousands a day.
But is that what you really need to build a successful business?
What are you doing with that traffic? If all you have is low-priced products or programs (or you are using only advertising solutions like Google Adsense to monetize), then yes, you’ll need a ton of buyers before you make money. And given that only a small percentage who visit your pages will buy or click on your ads, then you need more traffic.
However, there is something else you can focus on, which will get you better, more targeted visitors and be able to sell your products and services at a premium, requiring less “traffic.” There are people making six figures with lists of less than a thousand people. It’s totally possible if your product is transformational and delivers a highly valued outcome. And isn’t that what we want? We don’t want to put crap out there. When it comes to building a stress-free lifestyle of abundance, which model sounds like the better option?
So, if it isn’t traffic, what’s the one thing you REALLY need to build a successful business you can market online?
The advice in the video is sound, but if you don’t have an offer or product that is irresistible in its transformational promise, that really helps someone with an urgent pain or desire, that responds to what people are looking for, all the traffic and marketing in the world won’t help you.
If you’re still trying to figure out what your product or service should be, unsure or insecure about calling yourself an expert (although you are!), then the next step is to get clarity. Get clear on how exactly your life has prepared you as an expert to help people in a unique way. Discover your big idea that you can use to build a business around. Your big idea is a combination of your core magic, market needs, and unique positioning.
Three Simple Steps to Creating the Foundation for a Profitable Online Business
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