Traffic Alone is Worthless

I’ve said this many times… traffic + conversion = income.

Pretty simple right?

Sure it is, until you discover that converting traffic takes more than just a replicated affiliate sales page. If all you are doing is sending a bunch of untargeted (read uninterested) traffic to an affiliate sales page, be prepared to spend a lot of energy generating enough traffic to get a few sales.

The smart approach is to make sure that the traffic you deliver is predisposed to WANT the offer found on your affiliate page. You can achieve that in one of two ways:

1. Find the right traffic
2. Find the right offer

With the right marriage of traffic (or prospects) to an offer they want, many more of your prospects will accept your offer. But still only a small number will accept it at first sight… especially if you are a complete stranger to them.

Personal interaction with prospects is one powerful way to accelerate the conversion process. Meet people. Make yourself available to them. Build relationships.

It’s human nature that people prefer to buy from someone they know and trust.

A new breed of Traffic Exchanges is growing in popularity that brings this ‘relationship’ aspect to the very front of this process. These are called “Social Neworking TE’s” or “Social Surfing” for short.

One of the leaders in this new type of exchange is Sweeva. You can read my Sweeva review in an earlier blog post HERE.

Jon Olson (Sweeva) loves to socialize. He’s one of the most outspoken people I know in this business.

He loves telling people to “stick out like a sore thumb” and he does what he preaches!

Earlier today Jon left a post on his blog that is drawing a lot of discussion over the pros and cons of Social Surfing sites like Sweeva… and the criticism of these social sites from Traffic Hoopla.

For me, it’s not an either/or decision. You will reach MORE prospects and convert more of your traffic into sales if you use both traditional advertising (read surfing) AND social surfing. How much of either type depends largely on what you’re comfortable with and how much time you have to commit to traffic and advertising.

I’m a numbers guy. I like high traffic flow with click thru’s and opt-ins that I can count.

When the process is in place to convert those numbers, just buy some more traffic and turn a profit then take the rest of the day off.

But high conversions and a building customers/partners for life still requires a personal touch. We have to build relationships. For me that ‘social’ aspect occurs later in the process.

Moving the personal interaction to the front of my marketing would certainly shorten the process and require less ‘traffic’ to reach the same final goal… long term business relationships.

It will also require a change in how I present myself to the market. Simply using the same advertising clearly would not work as it is targeted to those who, like me, like numbers.

I need to become more sociable. :~)

For more information on this new breed of TE’s, pick up a copy of Jon’s new book, Social Surfing Secrets. It could totally change the way you think about traffic exchanges!

3 comments

  1. Jon Olson says:

    Thank you sir, the post is very much appreciated. Yeah even though I’m all into this social stuff, I do know th power of testing and tracking.

    I was a numbers guy for years and I still stick my nose into my trackers every day.

    I’ve just come to the point where I seem to be more comfortable with my business in building relationships and working on that, rather than worrying about what my conversions are.

    Not that it’s not important, it’s just what my gut is telling me to focus on.

    Thanks for the post, great stuff as always Scott!

    • Scott says:

      Thanks, Jon, for always keeping things lively and interesting. You sure know how to engage people!

      Numbers are useful to a point, particularly early on when you have to maximize every ounce of traffic. But after a while of finding what works for you… the numbers are no longer required. You don’t need statistics to tell you what works from what doesn’t. You already know.

      I think Bill’s post was not intentionally bashing the ‘social’ sites. Rather, it seems to me he was speaking to ‘non-social’ people who perhaps would be better off sticking to tried and true traffic methods. I fall in that group.

      At the same time, I know that expanding my marketing into “Social Browsing” sites would increase exposure, brand awareness, conversions, and even response in traditional exchanges by extension. Doing so definitely will require me to step out of my comfort zone. But hey! It sounds fun!

  2. Scott Cofer says:

    Glad I made it to your blog, Scott … long time. Back in the TE “swing of things” after a long break — lots has changed! I’m intrigued by the marriage of social networking and TE’s, and like you I need to get better at the whole “social thing”. I definitely think it will produce better results than simply going the raw numbers route, or at least decrease the raw numbers needed …

    Best,
    Scott

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