Mistake 1: Cherry-Picking Traffic Methods
You’ve probably read many books, blog posts, articles and other materials about getting traffic. Maybe you’ve even started developing a plan for which traffic methods you’re going to use and which ones you’re going to skip.
Hold up there for a second…
If you’re completely skipping a traffic method because you think or even know that it won’t work, then that’s one thing.
For example, trying to generate traffic from some decade-old, untargeted source like a “start page” exchange is pretty fruitless. If you read about this in some old traffic report then yeah… feel free to ignore it.
What I’m talking about are ignoring proven traffic methods that are sure to bring targeted traffic to your site.
- You don’t feel like building a list or publishing a blog, because you don’t really feel like developing and committing to a publishing schedule.
- You don’t want to get joint venture partners or affiliates, because you’re happier working alone.
- You thumb your nose at social media, even though your target market is definitely on Facebook.
So what if there is a traffic method that you don’t really feel like doing? Then hire someone to do it for you. Because if you want to build a thriving business, don’t skip over a promising traffic method just because you don’t feel like doing it yourself.
Mistake 2: Not Being Consistent
Sometimes people start off really enthusiastic about driving traffic to their site. They start running ads, doing content swaps, blogging, setting up a Facebook page, optimizing their pages for the search engines, setting up an affiliate program… and so on.
This goes on for a few weeks, and the traffic starts coming in at a nice clip. When they see all the targeted traffic filling actually happening, they divert their attention and start working on something else.
This is natural. When you want something so badly and then it happens there is often a letdown.
The big mistake here is thinking the traffic will just keep coming in on its own.
Of course it doesn’t work that way.
- Content swaps lose effectiveness as the content drops off the blogger’s front page.
- Affiliates start to lose interest and go seek out other opportunities.
- Facebook fans and blog readers drift away when they realize there hasn’t been any new content in a while.
- The competitors in the search engines knock your pages out of the top spots.
- And of course paid ads don’t bring in any visitors once you stop the campaigns.
So here’s the point…
If you want to keep the traffic coming (and building over time) you need to do something every day to increase your traffic.
For example, you may do one or more of the following every day:
- Recruit new affiliates or joint venture partners. You might make it a goal to find five new partners before the week is out.
- Send an email to marketing partners. At a minimum, you can send them new tools to help their promotions, such as new ads, blog posts and graphics. If you really want to get them hopping, then send out an announcement about an upcoming affiliate contest.
- Post something on your blog, on someone else’s blog, or on social media. Or do all three. Aim for something that will engage readers and start up a discussion.
- Create a viral video. This could be something funny, super-useful or even controversial. Then post it on social media and see if you get any traction.
- Send an email to your list. Then make it a point to do this regularly, as the only way to build a good relationship with them is by sending your list engaging content on at least a weekly basis. Three times a week is even better.
- Start up a Facebook ad campaign. Just be sure to use the ad platform’s power tool to get your ad in front of as targeted an audience as possible.
Mistake 3: Skipping the Tracking and Testing
Many marketers waste a lot of time and money chasing after advertising strategies that simply don’t work for them. Maybe they’re using ineffective ads or calls to action. Maybe their lead pages are weak. Or maybe they’re even posting ads in places where they’re getting very little action.
Why would someone keep throwing money and time at advertising that doesn’t work?
Simple: They don’t know their advertising is not working because they are not tracking and testing.
So what you need to do is start keeping careful track of what works and what doesn’t. You’ll need a tool to track and statistically test your ads and campaigns.
You can find plenty of tools around, such as Google Analytics, or the open-source alternative at Piwik.com. Check your other tools, which may have built in tracking.
Once you decide what you’re going to test, then be sure to test just one element of your ad campaign at a time. That way, you can be confident that any change in the conversion rate is due to that one element, rather than something else.
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