Stop Driving Traffi c, Start
Capturing Leads
Chris Chariton
It’s time we re-framed the concept of “driving traffic” to Web sites. important parts of an online marketing strategy, your ads may not
Just what is traffic anyway? be reaching the audience you are interested in targeting. You can end up paying for a glut of unqualified traffic — even if you have the
Once upon a time, it wasn’t much more than a bunch of anonymous right keywords.
vehicles, people or things moving from one place to another. But since
the dawn of the Web, it’s what companies receive when visitors click Business-to-business advertisers can avoid attracting unqualified
from one place to another. And that’s the dissatisfying result: if your traffic from the vast ocean of consumers visiting mass market search
Web strategy focuses on driving traffic, you end up with anonymous engines. One way is being more focused with your keywords. Instead
clicks and page after page of site traffic reports of limited value. of using “pumps,” consider using “turbine pumps,” a keyword geared toward a specific audience. Using long tail SEO keyword practices
Think Customers, not Clicks will attract people with the same specific and targeted interests.
Rather than “driving traffic,” focus on getting motivated prospects Another strategy delivering motivated prospects - not just clicks -- is
and valuable customers to visit your Web sites and convert them into displaying ads only to targeted audiences. You can’t always do this
qualified sales leads. By re-framing your objectives, you may end up on general search engines. But you can with some B-to-B oriented
reallocating some of your online marketing investments. destination sites – vertical search engines -- where your filtered,
Take keyword ads on general search engines. While these are targeted audiences are aggregated for you.
8 marketingtimes
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