In life, there are definitely some situations when less is more. Like when it comes time to pay taxes, get on the scale, and — when reviewing the number of visitors to your site. How can that be? Well, in the world of online marketing, “more” visitors often means a diluted message and skewed success metrics.
Think about this: would you rather have 1,000 website visitors who rave about you, buy your products over and over again, and subscribe to your blog? Or would you rather have 4,000 website visitors who bounce off your homepage, never purchase, never subscribe to your blog, and couldn’t care less about your company? The answer is obvious, yet many website owners obsess over the number of visitors to their website and their social media sites.
Obsessing over the number of visitors/followers/fans is dangerous for many reasons:
Skewing your metrics – How depressing is it to see 4,000 visitors to your website yet only 1 purchase? This could incorrectly indicate that your website is a poor performer, and could lead you to invest more money in a redesign instead of just fixing what the actual problem is.
Expense – Besides just investing in a redesign, you may be tempted to increase your Search Engine Optimization (SEO) plan, or PPC campaign. But throwing money at this problem would likely only increase your unqualified visitors.
So what should you do?
In social media, focus on quality content and building legitimate relationships with your “Likers” and “Followers.”
For your website traffic, you should look at your analytics report, not just the report your SEO specialist is sending you. Find out what keywords your website is getting found for. If you learn that most of your traffic is finding you through untargeted keywords you might need to switch SEO companies, or choose less competitive (but still targeted) keywords.
Prepare yourself! By laser focusing your company message and retooling your keywords, you may temporarily reduce your traffic. But in the long run, the traffic you do get will be qualified and those people will be ready to buy from you.
Are you ready to get more?
After you explore your website analytics and PPC campaigns, you’ll have a better understanding of where your marketing efforts are falling short. Contact us to help you put an effective marketing plan in place to increase your website’s success.
3 Comments
dental internet marketing | June 8, 2010
Excellent topics because when your dental website is positioned on the Web where people can find it easily, you receive a steady increase in appointments from the improved visibility.
martinc | June 8, 2010
I’ve received many emails (SPAM?) about SEO and Pay For Click options for my online shop, as it stands we have people visiting the shop and buying items. The sales could be better, but there are some. Which am I better off focusing on, closing the sales or getting the traffic? Until things pick up I can only afford one.
Kellers | June 10, 2010
Have rcvd those emails 2, when I follow up on them they are junk. I would ignore.