There is a lot of hype around traffic. And there are so many experts and specialists who want to sell you all this traffic. At face value, it does sound very lucrative. The idea of receiving tons of traffic to your site is enough to make any web owner fly over the moon. Unfortunately, it’s not really that simple. And it’s also why website owners go the extra mile in search of an inbound marketing specialist, like Hyperweb Communications.
Traffic Has Different Levels Of Value
For those who are new to the game, it is important to understand that traffic is not all the same. Certain sources are more valuable than others. And, of course, everything depends on what you are selling, and where you are trying to sell it.
Make the comparison between organic traffic (traffic via search engines) and social media traffic for a moment, then you will definitely start to see the bigger picture.
With organic traffic, the user is actively looking for something specific. And they type this into the search box, which renders the most relevant results to their search. Naturally, they give most of their attention to the top pages, and there’s a 70% chance they will click on one of them.
As for social media traffic, these people aren’t looking for something specific. Instead, they scroll through posts and ads, randomly clicking according to their immediate mood. So, there is no “active searching” for something.
Now, ask yourself, which one of the two mentioned above is more likely to buy something from your site? The user who searched for whatever you were selling? Or the user that just happens to come across a viral post and thought it would be a good way to pass five minutes of boredom?
Organic traffic is more valuable because it has a much better chance of converting. However, it doesn’t mean that social media traffic isn’t valuable as well. The conversion rates might not be as high, but it is much easier to generate traffic via social media.
Turning Leads Into Conversions
This brings us back to the hype being generated around getting more traffic. What do you plan to do with all the traffic once you get it? Do you have a sales funnel in place to steer users towards a conversion? And have the funnel been tested?
It is one thing to gain loads of traffic, and it might give you a slight organic boost. But it will be temporary and the traffic doesn’t mean anything if conversions aren’t part of the mix.
People hire an inbound marketing specialist because they have knowledge in this regard. They understand all the traffic sources, and they understand the concept of converting as many leads as possible. To them, it’s not just about getting the traffic. It’s also about making the most out of every user you get.
If you are the proud owner of a new website, start thinking about hiring your own inbound marketing specialist.