One of the coolest things about living in the times that we do is that we have so much access to information. Never before has there been more people with more access to more information.
Information equals power, in fact for most of human history information was controlled by a select few – to control the masses.
It used to be that the only people who could access information (or even read it for that matter) were the people in power, and those who couldn’t were at the mercy of those who could.
Today, anyone who has access to the Internet or a smartphone for that matter can explore more in an afternoon than scholars could in a year back when the world was “flat”.
But there is a high price to pay for all this access and available information. It’s called information overload – I’m sure you’ve felt it.
You see, everyone’s pushing their solution, their story, their product, their agenda… Until there is nothing but a cacophony of voices – all vying for the same “prospect” – who is simply someone, who is just trying to solve their urgent need.
And frankly, a lot of this information is misleading or just plane wrong. (Kind of like the world being flat).
So, what are you to do – a business owner with a killer product or service that can’t be seen over all the crap out there?
Now if you’re like me – your mom told you NOT to play in traffic. (Although I imagine there were a few times when the thought did cross her mind. :-)
Seriously though, I’m going to tell you, in this case, to ignore your mother and go play in traffic.
You see, traffic is where your ideal clients are hiding and money is waiting.
Think of the Internet as this huge super highway system of people driving around looking for solutions to their problems. (A.K.A. looking for YOUR product or service).
But unlike I-95 in the North East or “The 101” in LA you can actually have a say in where all those travelers go, without it being a huge traffic jam!
And all you have to do is to start playing in traffic to start bringing some of it your way. Now there are all kinds of traffic, everything from direct to organic to referral to paid.
And it’s in knowing which lanes to play in that will bring you the most qualified traffic for your business, which of course will help you make the most sales and make the most money.
Like everything in marketing and sales it requires you to know who your niche… target market… ideal client is. Because one of the worst things you can do is drive a lot of unqualified traffic to your website… while it can be impressive to say that you have 2000 visitors a day to your site, if none of them buy it’s really not that impressive.
That’s why you want to start getting you content out there… in the right way. Make sure your blog and articles are focused on what your ideal client is looking for. Basically help them to solve their urgent need
Make sure you have the keywords they are searching for on your website. Keep updating your content on your site, so the search engines see there is activity.
If you are using paid traffic (Pay-Per-Click, Google Ad Words, FaceBook Ads, etc), you want to make sure you are really focusing on high quality traffic or you will be wasting your money.
Become a guest blogger for a site that your customers and clients frequent. Those links back to your website from another can really help your organic traffic.
The cool thing is that you get to PLAY! Experiment! Test! See what works and what doesn’t. Traffic can be a huge asset to your business and get you out in front of people you would never have reached before.
I will give you one more piece of critical advice, only change 1 thing at a time. That way you can see what is working and what is not. And often it’s only a little tweak that will make a huge difference.
And most importantly remember to have fun… now go out there and play in traffic.
-Brian Stark, Director of Strategic Development
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