Traffic – it’s the lifeblood of any online business. You’re looking for ways to get more of it to your coaching or consulting website. And it’s most likely one of your top business goals for the coming year.
There are dozens of ways to get traffic. Almost every week, I’m hearing about a new course or method. Someone is finally revealing their “push-button, easy traffic generation method that practically runs itself.” Sound familiar?
Some of these automated techniques do actually work – for the right type of businesses. However, I find that many are not good choices for coaches or consultants offering services online.
In this article you’ll learn how to avoid wasting money on traffic generation methods that won’t work well for you.
The next time you see an offer for a traffic generation program that’s supposed to send you a flood of traffic, ask yourself these three simple questions.
1) What type of business received the traffic?
Most of the offers you see for the latest and greatest traffic generation techniques will show proof that the method works. You’ll see graphical charts with lines going higher and higher. You may even see proof of income from the businesses.
But if that traffic is not being sent to a similar type of business as yours, then you really don’t know if you’ll get high quality traffic for your particular business with the same technique.
For example, let’s say someone developed a great method for driving traffic to a site selling men’s ties. And they’ve quadrupled their traffic and sales of men’s ties using their strategy.
If I sell web design services, I need to ask myself if my ideal client is shopping for a web designer in the same way they shop for men’s ties. If not, then the traffic I would get using the same techniques as the tie company would probably not be as effective for me because the buying psychology is different.
On the other hand, if I sell web design services and I find a traffic method that works really well with a website offering wedding planning services, then chances are the traffic technique will be equally effective with my business. Why? Because the buying psychology for both services is very similar.
If you’re a coach or consultant, look for a traffic generation strategy that has been proven to work with a similar type business so that the prospect’s buying process is similar.
2) Is the traffic method used congruent with the way your ideal client looks for your information and services?
All businesses need traffic to their website. But the source of traffic will determine the quality of that traffic.
And different businesses need different traffic sources. The way we shop for a car is different from the way we shop for a financial planner.
If you’re selling something that appeals to the general public, like cell phone service, then traffic from banner ads or cell phone review sites would probably work better than article marketing.
On the other hand, if you’re offering life coaching or home organizing services, traffic from banner ads won’t be as effective. However, video and article marketing work great.
Some traffic generation methods add lots of automated RSS content to a website. If you’re trying to build a relationship with your website visitors, this type of content can chase prospects away from your site. So although you have more traffic, you end up with less clients and sales.
Therefore, when you are considering a traffic generation strategy, look at what techniques are being used to promote the traffic. Make sure they are in alignment with the way your ideal client looks for your services.
3) What are the hidden costs?
No matter how great a traffic generation method is, if you can’t afford to use it, it won’t do you any good.
The investment for a traffic generating software, eBook, membership program, or service is the obvious expense. But there are always two hidden costs to all marketing techniques:
Do-it-yourself Expenses – If you do it yourself, you’re going to need time to learn and implement the strategy.
- How long will that learning curve be?
- How much time will it take away from your business to implement?
- And how much income will you be giving up while learning and implementing?
Outsourcing Expenses – If you plan to hire someone else to do the work, how much can you budget to implement everything you need to do?
For most methods to work effectively and get great results, you will need to implement all or most of the steps given. If your budget won’t allow you to outsource everything, then you’ll have to do it yourself, and you’ll have the hidden DIY expenses mentioned above.
I remember a great traffic generation training program that was offered in 2007 using social media sites. The training was about $1000 and well worth the investment for the results it could produce.
But in order to implement everything needed to get the great results promised, you either needed to hire a couple of assistants or spend several hours a day doing the work yourself. And the learning curve was several weeks long.
So while the upfront investment for a training program may seem low, actual implementation expenses could end up being thousands of dollars.
In Summary – Your answers to these three questions will help you determine whether an offer is a “golden opportunity” for your business or an “empty promise” you want to avoid.
There are some software programs that are great at automating your marketing efforts so that you get more done in less time. Traffic Geyser is one such program that we highly recommend and use in our own traffic generation packages.
Most traffic generation strategies that bring high quality traffic will take time, money, and effort to implement, whether you DIY or outsource. However, it’s an investment well made when it brings you more clients and more sales.
Please let me know if I can help you with your traffic goals in the coming year. We have several “Done For You” packages available to help you create a powerful online presence.