o you're looking for more later). But they do take time,
traffic or visitors to your both time to see results and time
site. How do you determine for you to set them up. So that's
the right strategy for you? why if you need traffic now, then
Below are some questions to ask you need to go the paid
yourself so you can put together route.
what's right for your specific
However, you can do a
business.
combination of paid and unpaid --
1. Do you need traffic now (or paid traffic until the other,
sooner yet, like yesterday)? If warmer, low-cost and free traffic
you need immediate traffic then strategies kick in.
the choice is easy. Start running
2. Are you selling something
pay-per-click ads. That's the relatively complicated, such as
fastest way to get traffic to services or information products,
your site. (Those are the ads or is it something easy to
that show up on the right-hand understand, like a toaster? If
side when you do searche.)
you're selling services or
If, however, you can wait for products that need a certain
traffic, then you might want to amount of explaining, then you
consider doing some warm traffic may want to do more of the free
strategies, such as Web 2.0 and low-cost methods. Why?
tactics (blogs, articles, press Because many of the free and
releases, social networking low-cost methods are based on
sites, podcasts, etc.) The good either information or building
things about those tactics is relationships (or both). You want
they're either free or low-cost. your visitors to be interested in
They also bring warm leads and what you have to sell and
visitors to your site (unlike the interested in working with YOU.
pay-per-click, which brings you That will make the buying process
colder leads, more about that go much smoother. A little 3-line
pay-per-click ad can't do all of you say it does.
that.
Therefore, when these cold
However, if you're selling visitors end up on your site, you
something like toasters, have a lot of work to do on that
pay-per-click works well. Why? page. You have to not only get
Because people already know what them to know, like and trust you
a toaster is, know they want to (at least enough so at the very
buy one, and all they're looking least you get an email address
for is the right model at the out of the encounter) plus you
right price. That's easy to get have to prove to them that the
across in a pay-per-click ad.
product or service you're selling
3. Are you a master at writing is going to solve their
copy that gets people to buy and problems.
converting visitors to customers?
This isn't easy. Even for
Okay, clearly this is key no people who are professionals at
matter how you're getting it. So if this isn't something
visitors to your site. But you're an absolute master at, I
consider this -- pay-per-click would say either think twice
traffic is pretty cold. What I about doing it or hire someone
mean by cold is these are people who is a master to help you
who don't know you at all. out.
They're responding to an ad they
Now, consider this scenario.
see in a search engine (not even If you have people coming to your
on a Web site or a publication site who already have some idea
they read), and it's a very short who you are, like what they hear
ad at that. They have no idea who and are interested in finding out
you are, what you're selling, if more, then your job to turn them
you're any good at what you do, into paying customers just got a
if you're credible and if your whole lot easier. Warm visitors,
product or service will do what or a warm list of prospects, will
respond much more favorably to diversify your traffic methods
your sales messages. They're also whenever possible. After all, you
more forgiving. The sales letters never know when one avenue is
may not have to be absolutely going to disappear, and if all
perfect for you to get a decent your traffic is based on that one
conversion rate. That's because tactic, then you're entire
they already know, like and trust business is at stake.
you (and people buy from those
That said, I don't want any of
they know, like and trust) so all you to panic because you don't
you have to do is match what have a variety of traffic
you're selling to their strategies in place yet. Instead,
needs.
pick one traffic tactic to focus
Now, here's one more thing to on (use the above questions to
consider. Even people who are get some idea on what that should
masters at the pay-per-click and be). Once you get that one down,
master converters still pick a second one. And so on.
incorporate other traffic Before you know it, you'll have
strategies into their marketing. lots of traffic swarming to your
Why? Because it's a smart thing site.
to do. First of all, they'll end
up making more money overall
in one basket. You should align="center">
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About the Author:
Michele PW (Michele Pariza Wacek) owns Creative Concepts and Copywriting LLC, a copywriting, marketing communications and creativity agency. She helps people become more successful at attracting new clients, selling products and services and boosting business. To find out how she can help you take your business to the next level, visit her site at http://www.michelepw.com. Copyright 2007 Michele Pariza Wacek
Article Tags: payperclick, site, traffic
